New Era Plumbing & Heating

New Era Plumbing & Heating

Website, Banners, CMS System, Multiple Domains for Local Targeted Marketing

http://newerapandhscotland.co.uk/ 

www.neweraplumbingandheating.co.uk

http://www.newerawales.co.uk

 

 

With over 30 years’ experience in emergency and planned maintenance you can count on us.

Trust New Era to deliver the service you deserve. Covering all areas within Edinburgh, Glasgow and Paisley, we will ensure your plumbing and heating issues are our priority.  We understand time is precious and will offer, swift resolutions and a quality service from our Glasgow & Edinburgh engineers and our head office team. Our highly skilled plumbers and Gas Safe engineers we are here for you 24/7.

 

 

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April 2017 – Get in the Holiday Mood – Digital Marketing Tips & Insights

Get in the Holiday Mood

As summer approaches, shoppers will begin to think about getting away on their holidays.  Approx. 89% of people who fly away for their summer travels like to research destinations online before they purchase a holiday break. Approx. 65% of business of business customers also buy online with others opting to deal with in-store travel agents or business travel companies.

 

Use Remarketing

  • Clients who switched from static remarketing to dynamic remarketing saw their conversion rates grow by up to 2 times!
  • When people switched they also saw their CPA rates fall by up to 60% .

 

 

How to Perform:

  • Think beyond just CPA – It is important that you craft dynamic creatives which are inspire by real-time data in order to connect with your potential customers.
  • Keep things simple – It’s important that you focus on creativity as well as results.  Remove any form of complexity in your ads.
  • Review your tags – Remember to check the data for the products your customers have viewed.

 

April 2017 Banner

Look for Business Opportunities

  • Suncare products increase during the summer months.  Terms such as ‘suntan’, ‘sunburn’ and ‘sunscreen’ see rises during this holiday period.
  • Stay at home holiday goers should also be considered. So remember to trial home nation campaigns.
  • Waterproof mascara also sees peaks during the holiday season.

 

Sources:

  • Consumer barometer with Google.
  • Source: Google internal data
  • Source Google Trends, January 2011- June 2014.
  • Source Google Data, January 2011- June 2014.
  • Google and YouTube Data, 2012 – 2014.

How to improve Ad Spend Efficiency with Remarketing Lists for Search Ads

Your business can go beyond keywords and save money with AdWords and Remarketing Lists for Search Ads (RLSAs). RLSAs where first introduced in the summer of 2013, but even today, they are still underused.

With RLSAs, ad spend is used more efficiently and improves conversion rates, giving a better return on investment (ROI). They help businesses to avoid bidding on generic keywords that generate low, if any, conversions.

 

What are RLSAs


Remarketing Lists for Search Ads can be used to tailor search campaigns, based upon whether a user has previously visited your business’s website or app. They can also be used to create ad campaigns based on what pages the particular user has visited.

 

RSLA Process

 

A search ad group can be created to only show ads if the user is on the specific Remarketing List and if the user is making a search, with the keywords that your business is bidding on. The Remarketing List can also be used to adjust bids targeted at specific ad groups. We cover this in more detail later on.

 

RLSAs use cookies to track users and to add them to Remarketing Lists for the advertiser’s use.
These previous website visitors need to be actively searching Google, using the keywords in the search campaign, in order to be targeted. Whereas with standard marketing, ads are shown to users who are generally browsing on the Google Display Network.

 

Overall, RLSAs will let your business tailor search campaigns, in order to target valuable and more qualified users, who essentially are already aware of your business’s website and brand. RLSAs can be particularly attractive to small businesses, that may only have a small AdWords budget. They can be used to avoid the extensive and strategic optimisations that PPC traffic campaigns may need, to become successful.

 
 

How to implement RLSAs strategies


Next we take a look at the various RLSAs strategies that businesses can employ:

  1. Your business can use RLSAs strategies to avoid using more generic keyword terms, like ‘Nike’, and instead bid on more concise terms, such as ‘Nike trainers’. These concise keywords can be put in its own ad group and be used to target RLSAs members, who have visited the Nike trainers page of your website before.
  2. This strategy will reduce the risk of wasting ad spend. If desired, the strategy can be expanded upon in separate campaigns, with more generic keyword terms, to monitor conversion success.
  3. Your business can run brand campaigns with RLSAs, that are targeted at just those who have never visited your website before. To do this, a campaign needs to be set up in the normal way, but the audience needs to be set as a negative audience. It is also possible to run two brand campaigns, to separately monitor the success of marketing the brand to new visitors against previous visitors.
  4. Remarketing Lists for Search Ads can be used to run campaigns for low-profit, high return-rate or poor converting products. Here spend can be kept to a minimum by only targeting qualified customers, who may have bought from your business’s website before.
  5. It is possible to create bespoke ad text and landing pages, to target existing website visitors or those who have purchased from the website before. For example, a campaign could be created to promote a discount for previous clients. When doing this, your business should exclude this audience from existing campaigns, so as to not overlap. Campaigns can be trialed on a small group and the rolled out, if successful.
  6. Your business can use RLSAs to exclude converted users from future ad campaigns. Some businesses, like a marketing company or a company that sells one piece of software, would not want to keep spending on ads that are visible to clients they have already converted. This can be done by excluding visitors who have seen the final conversation thank-you page. If there is a small chance that this client may purchase another product or service, then RLSAs can be used to reduce the ad bidding for these clients.
  7. Your business can use RLSAs to increase ad bidding, on successive special occasion dates, for those who bought, for example, special occasion flowers.. Here the ‘Visitors of a Page During Specific Dates’ can be used to set campaigns that have a maximum duration of 180 days.

 

Do you need help with RLSAs?


If you need help with Remarketing Lists for Search Ads, then Odyssey New Media can set up, run and analyse campaigns for your business. Contact Odyssey New Media for help at info@odysseynewmedia.com or call us on 0844 500 6911.

Google Announces Changes to Product Listing Ads – Showcase Ads & Trueview

Google has announced large changes to Product Listing Ads (PLAs) and these are being rolled out to benefit businesses using shopping campaigns, during July. Showcase Shopping Ads allow visitors to browse collections of products from online and local retailers.

 

In addition to these changes, TrueView will offer more advertising opportunities and an automatic currency conversion tool has been added, to show the prices of products in their original currency and in the currency of the visitor’s location.

 
 

Showcase Shopping Ads

Animated GIF showing Showcase Shopping ads - premium beta

Showcase Shopping ads – premium beta | Source: https://adwords.googleblog.com

Showcase Shopping Ads will use a new ad format for broad search terms that are not brand specific. According to Google, these broad search terms account for forty percent of all product queries made, using its search engine.

 

Prior to the update, search results showed individual products, but they will now show Showcase Shopping Ads. These ads appear in a scroll-able/swipe-able carousel, with main images and secondary images, related to the broad search term.

 

The space within the ad has been reserved for showing the advertiser’s location or a promotional message. Upon an ad being clicked, the user will see a page hosted by Google, which is populated with products from the retailer’s ad.

 

A big advantage and cost saving for online businesses is that charging only happens when a user clicks on a product shown of the Google-hosted web page. This then results in the consumer being forwarded to the retailer’s web page.

 

This means that a charge isn’t generated when the visitor clicks on the Showcase Shopping Ad shown in the SERPs results.

 
 

TrueView
True View Shopping Video

 

TrustView will give online retailers better opportunities for showing off and using their branding. The clearer branding that is being rolled out includes a banner and carousel of products, which can be viewed while video content is being run.

 

A product picker is also being added at the back end to give advertisers the opportunity to prioritise individual products.

 
 

Odyssey New Media can help you with your Google Shopping Ads

For help with Showcase Shopping Ads, TrueView or anything else relating to your Social Media efforts, then you can contact Odyssey New Media for help at info@odysseynewmedia.com or call us on 0844 500 6911.

 

Updated Google Dynamic Search Ads to Drive more Relevant Traffic

Google’s Dynamic Search Ads (DSA) are about to go through a transitional period, where improvements that are taking place and rolling out over the next few months, will see DSA campaigns drive more relevant traffic.

 

Dynamic Search Ads, within Google AdWords, are a dynamic way to create and show ads to people who are interested in your business’s products and services. Dynamic Search Ads can do this without the need for your business to manage ads or keywords.

 

The DSA campaign’s improvements will ensure that your business’s ads will appear in more relevant searches and thus these will have a better performance. For example, ads that point to a landing page about bread makers will be less likely to appear in search results for bread.

 

Managing the Transition to Dynamic Search Ads

The transitional period may see business’s having fluctuations in the performance of their DSA campaigns. It will be essential during this period to monitor DSA campaigns using the search terms report.

 

The search terms report can be found on the ‘Auto targets’ tab and this will show you what search terms triggered your business’s Dynamic Search Ads and resulted in a click or click through.

 

The information showed here can be used to find undesirable searches or landing pages. These searches and pages can be filtered out by adding negative keywords, from the ‘Keywords’ tab, and by using the Dynamic Ad Target Exclusions, found on the ‘Auto targets’ tab.

 

Essentially, by excluding search queries and pages that are proving unsuccessful, your business will save money.

 

Contact Odyssey New Media for help with Dynamic Search Ads

If you or your business needs help with Dynamic Search Ads, your PCC Management or would like to advise on your business’s digital marketing strategies, then please don’t hesitate to contact Odyssey New Media at info@odysseynewmedia.com or you can call us on 0844 500 6911.

Google’s Changes to Ad Positions in the SERPs – A combined SEO & PPC Search Marketing Approach is Required

Google’s Changes to Ad Positions in the SERPs

Google has implemented the biggest change to the SERP for several years. The new layout sees the worldwide removal of all the PPC ads from the right side of the SERP and now features an extra PPC add in the top ad block for highly commercial terms.
 
More information on these changes can be found here.

 
http://www.marketingdive.com/news/google-is-dropping-right-side-serp-ads/414328/

 

What Effect Will The Changes Have?

The changes will obviously have an effect on PPC and CTRs for the top ads but will also have an impact on organic listings. By adding a new PPC spot in the main results there is another opportunity to have a paid listing in the more visible main block of results. This new spot will be highly sought after, CPCs are likely to increase as companies compete to feature in the top four positions and claim this new piece of SERP real estate.

 
Search Engine Watch’s Larry Kim offers an interesting breakdown of the new SERP landscape.

 
http://searchengineland.com/googles-new-serp-layout-4-biggest-winners-losers-based-data-243292

 
Kim claims that the bottom ads and the now defunct sidebar ads share a 14.6% of total click volume, while the top ads attract a majority 85.4% of the clicks. The added fourth spot in the SERP opens up a new opportunity to feature in the top performing block of ads. The organic listings will be lower on the SERP and are likely to see a fall in CTRs.

 

Why you should use a combined PPC and SEO search marketing approach?

Organic listings will likely see a dent in CTRs but they still maintain significance in an overall search presence when combined with PPC. Being able to dominate the organic and PPC results establishes a SERP presence that demonstrates authority in a market, achieving great traffic that attracts new business. By running a combined SEO and PPC strategy you have double the data to work with and can effectively use this information to successfully target your keywords with the highest conversion rates, optimising the ROI of your CPCs and informing your overall search marketing strategy.

 
Kevin Gibbons had this to say to searchenginewatch.com

 
“We’ve definitely seen a significant shift in first page clickthrough rates over the last couple of years especially in organic search. Ranking on page one is often not good enough anymore, every term is different – but I’d recommend that you really should be aiming top three now, otherwise there’s likely to a big drop-off in clickthrough rates.”

 
https://searchenginewatch.com/2016/02/23/google-kills-right-hand-side-ads-what-does-this-mean-for-sem/

 

Contact Odyssey New Media if you Need Help and Advice following these Changes

With the new SERP shifting the value of organic SEO and increasing competition for PPC ads it is crucial to employ a marketing strategy that optimises ROI with increased relevancy and conversion rates of keywords.

 
Odyssey New Media Ltd are search specialists and vastly experienced in PPC, SEO, link analysis, recovery and getting websites better rankings and improved traffic through search engine optimisation.

 
For anyone concerned about the effect the new SERP will have on their website and organic search rankings contact the team at Odyssey New Media directly on 0844 500 6911 or email us on info@odysseynewmedia.com we can help.

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