Sunday, 15 October 2017

PPC Update 2017

Well the last few years have been interesting having left Oak Furniture Land to go and work for the Cotswold Company we have seen quite a few changes to the PPC landscape.

The biggest has been the rise of shopping campaigns and really how bad they are. That needs explaining..... they are great for Google bad for companies.

Criteo recently moved into this market and even more recently went into a head to head with our 'in house' system.

A battle if you like, Criteo are losing.

Saturday, 22 June 2013

Joining The Marketing Dots

Recently for OFL we opted to do some marketing that was (cliche warning) a 'little out of the box'. So we loaned the Gadget Show some of our products, they featured them on the TV, kindly linked to us.

We then ran a competition with the prize being the furniture, however we didn't say which show just gave some clues so to win a consumer would need to look at the furniture and then find the show.

Our Products were on the E readers Section overall a great result for everyone, consumers got the chance to win over £1,000 worth of furniture, OFL got some great PR and The Gadget Show got a free setting.

Tuesday, 28 May 2013

SEO Penguin 2.0 Impact

I like to keep an eye on the furniture industry and rankings and have gone into a little detail before over one of the big volume terms in this sector, namely "bedroom furniture".

I previously looked at this in my post Man Keeping you down but I wanted to dig a little less tongue in cheek into this term.

The headline here on is the massive change since Panda / Penguin, this space was mainly fought over by independents and a few SEO savvy 'B' List brands.

Now it is 'A' list brands only, the really strange thing is most of the sites in terms of SEO are awful. the Next Bedroom Furniture page has content way below the fold.

As far as I can see Tesco has no content and all of these have very generic Titles & Meta Descriptions. So why do they rank so high, I can think of three hypotheses.

  1. Conspiracy - Unlikely but all the SEO savvy companies have been given penalties by Google to allow the big brands to dominate.
  2. Bounce Rate - Possible would a consumer be more likely to engage with a brand they recognise.
  3. Click Through Rate - Same principle as (1) a consumer is more likely to click a big brand name.

We will look at this in more detail in our next update.

Monday, 20 May 2013

Search Retargeting

I think almost out of beta is Google Search Retargeting I'm still of the opinion that eventually this traffic will be proven to be worth less in some cases. Google still seems to think it will be worth more, time will tell.

Just to recap lets say your company sells 'blue widgets' and a consumer types in 'white widgets', maybe you can persuade them to buy 'blue widgets' in lieu of white. So they click your advert then later they type 'white widgets' again.

Well you've made your pitch and clearly did not succeed (inferred from the fact they are still searching) so you don't want them landing on your page again!

In other news it is great to see OFL get some recognition in the mainstream press, the telegraph recently interviewed the founder. I think its a great story of how a company powered by advertising online can bring great results for a 'bricks and mortar' business, of course it is not just about the internet the offer has to be right.

Anyway here is a direct link to the Oak Furniture Land Telegraph feature.

Thursday, 4 April 2013

Refined Max CPC: Where Client has CPA target Return On Invesment

Some of my clients do not have a target set up in terms of CPA but in terms of ROI (return on investment) to work out Max CPC in these cases it is simply a case of taking Revenue, dividing by clicks and multiplying by the desired ROI.

Max CPC = (Revenue / Clicks) * Desired ROI

So let us run through an example; Widgets sell for £10 and ABC Limted have sold 10 Widgets in an Ad Group that has generated 50 clicks they want to work on an ROI of 15%.

A. So £100/50 = 2 (revenue / clicks)

B. 2 * 0.15 = £0.30 (Result A * ROI)

C. Max CPC = £0.30

In effect the result of A is the amount generated from each click.

Friday, 15 March 2013

Clicks to Convert

Looking back over my last post I think it is easier to conceptualise by using a new stat "clicks to convert". 

So lets take a practical example I have a client who has a keyword that has 567 clicks with 9 conversions. so:-

567 / 9 = 63

So every 63 clicks will result in one conversion, lets say the target is £5 CPA so:-

5.00 / 63 = 0.079

So in this case the max bid to achieve a £5 CPA would be £0.08!