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!

Wednesday, 6 March 2013

Max CPC Thoughts

Its Worth What it is Worth

Over the years I have tried numerous optimisation strategies for Adwords Pay Per Click, in essence it should be simple and I'm going to take a simple strategy that I'm currently using on an account.

I have an account that has a target CPA of £10. So lets say the term 'widgets' converts at 0.3%.

So Max CPC = Conv Rate X CPA

Therefore in this case 0.03 (Conversion Rate) X 10 (Cost per Acquisition) = 0.33, (33p Max Cost Per Click).

It is not as simple as that of course you might find a term converts better in a lower position but at the very least you have a hard cap on the maximum bid.

I'm currently on working this into my Bidding Software System although you can use the Rules within Adwords itself, see screenshot below.

Tuesday, 29 January 2013

The Man is keeping you down

Big Business Scores Big
In the sector I work I have noticed that recently "the man" has had a big boost, when I say the man I mean it in the urban slang way of course. :)

Take for example a highly competitive search term like Bedroom Furniture, for all the years I have been working in PPC / SEO this much prized phrase has been fought over with an eclectic mix of companies from small independents to big business.

Take a look at the screenshot on the right, not one independent features. It would appear if you are a small independent your only option now to market your company on this phrase is to move to PPC.

This seems an odd strategy, small independents don't have big budgets to chuck at PPC especially in this economy. If you arw a big business you can make your shareholders very happy!

Seems very strange the top ranking company Tesco, their bedroom furniture page is a page of pictures! Just the sort of thing Google tell you not to do.

I would have expected that organic results should be information and paid search is commercial. Now it is just commercial, has Google now become "the man", sad times if so!

Monday, 28 January 2013

Writing Good Ad Copy

Here is a bad example of an advert!

Just a quick post this spotted this advert (pictured left) on a site I frequent something has seriously gone wrong. I do work in furniture sector on PPC and I can only think someone somewhere has tried to automate a little too much.

Writing good ad copy is vital to the success of an adwords campaign, you and your competitor are going for the same keyword and if you can tip the Quality score ever so slightly in your favour then it can pay big dividends.

What you should be looking for is clear concise adverts that read easily, understanding the USP of the product you are selling is critical. 

Just a quick reminder I normally form Ads on the "What, Why, When" principle example:

  • Solid Oak Furniture <- What
  • Stunning Quality Best UK Prices <- Why
  • Now Available for Free delivery <- when
Sometimes switching to "What, When Why" in some sectors this works well.