Pay-per-click (PPC) advertising is a digital marketing strategy that is great for driving traffic and boosting conversion rates, particularly if you don’t have much time to try your hand at search engine optimisation (SEO). Many business leaders are unsure of the benefits of PPC, however, and are reluctant to try it out. Here are a few reasons why you should start using PPC advertising today:

1. The results are instant

As soon as your PPC advertisements go live, you will start to see an improvement in the amount of traffic your website experiences. Of course, this does not mean your business will be an overnight success as it may take a few weeks or months before the ads start working. It is, however, a great way to get your marketing strategy off the ground.

2. It is highly measurable

With PPC advertising, you can see how much money you have made out of every $1 you have spent, making it easy to calculate metrics such as return on investment (ROI). With this sort of information easily available, you can turn off keywords, ads, or campaigns that are ineffective and boost campaigns that attract customers.

3. PPC offer a good return on investment

PPC advertising tends to have a higher ROI than other marketing channels. As explained in the previous point, this is because it offers granular metrics that help you to fine-tune your strategy.

4. You only have to pay for results

PPC ad providers do not charge any deposits or upfront costs like other kinds of marketing channels. Indeed, you only have to pay when visitors click on to your website. This is known as a cost-per-click (CPC) model.

5. You can set a budget

If you’re running on a tight budget, PPC organisations offer the option to set a cap on how much money can be spent on a monthly basis. This ensures that business leaders are in full control of their spending and can alter the budget in line with performance results.

6. PPC can be precisely targeted

PPC is a highly targeted form of advertising as it works to target only those that are looking for relevant services or products. Indeed, it also allows you to apply geo-targeting options that target towns, cities, postcodes or countries.

If you would like assistance from the best digital marketing agency Canberra has to offer, get in touch with Canberra Web today. We will be more than happy to help you get started with PPC.

We're Canberra's digital marketing specialists

Struggling to be found online? Want to build brand awareness and increase conversions with the products or services you sell? Digital marketing is the answer!

At CanberraWeb, we are the digital marketing specialists and have the expertise to make your business stand out from your competitors in a crowded online market.

Be found by the right audience

Our consultants will meet with you face-to-face to assess your digital marketing needs, based on your budget and goals, then develop a digital marketing strategy and campaign to help you reach your target audience.

Turn traffic into revenue

While you might have the latest and greatest products available, which should make your company sought after in your industry, unless the right online traffic is directed to your sales platform, your revenue won't increase. Which is where we come in. We use search engine optimisation (SEO) and paid search engine marketing campaigns to boost your online ranking so your target market will find you, converting traffic into dollars!

How we market your business online:

• SEO
  
  By incorporating specialised SEO techniques in your website, social media and other platforms, we will help your company be found by Google and other search engines for the products or services you sell.
  
  
• Google AdWords campaign management
  
  Otherwise known as pay-per-click (PPC) advertising, Google will place your ad where your target market can see it, and you only pay when your ad gets selected. We will set up your Google AdWords campaign and tailor your advertising spend based on results. You also have control over when you start and end your campaign, so you're not locked in permanently.
  
  
• Social media management and campaigns
  
  Social media is a fantastic way to reach and connect with a vast online audience. We can manage all of your social media platforms including: Facebook, LinkedIn, Instagram and Twitter, as well as create paid campaigns that will effectively reach your target market.
  
  
• Email marketing campaigns
  
  Email marketing campaigns are an essential marketing tool to target your client database with sales offers, news or information. We can set up and create email marketing campaigns to help you increase revenue or engage your clients more effectively.

Let our team of digital marketing specialists in Canberra help you increase your online business today! We will customise our services to more efficiently meet your digital marketing needs. Call our professional team to arrange a consultation and start reaping the financial rewards!

We are so spoilt with data and information on our online, social media and digital marketing campaigns that it is hard to compare it to the way we used to measure marketing through letterbox drops or magazine ads. However, the amount of information you will receive on your Google Adwords campaign can be overwhelming. That is why it is important to work with a Canberra digital marketing agency to help you review and implement this data and identify the best ways to respond.

Keywords

Your Google Adwords analytics will give you a lot of information on your keywords. You will be able to work with your digital marketing agency to tweak, change and experiment based on the popularity of keywords, and even what your competitors are doing. You will also see a range of keywords people are searching with when identifying your brand and industry. This could help you target keywords you hadn’t previously thought of. It can even help you identify new business avenues which searchers are identifying with your industry and are looking for in your business.

Customers

You will also be able to mine valuable information about your customers and potential customers from their AdWords behaviour. You will understand the demographics of your customers as well as how and when they are searching for your product or service. This can help you target and adjust your AdWords as well as your business offerings and operations. For example, are a lot of customers searching for you after hours and so you could benefit from having an online store to capture passive income?

Fluidity

If you think about the way you used technology 10, 5 or even 2 years ago, it will be vastly different to the way you operate today. In business, you have to reflect that same fluidity in your digital marketing. With information from Google Adwords, you can make changes quickly and easily to the way you reach and communicate with your customers. For example, you can change your brand message and your business’ identity for targeted ads and experiment with unique campaigns that reflect the way your customers are using technology today, tomorrow and into the future.

Google is the biggest search engine in the world, so it makes sense to have a strong presence there and to make it as easy as possible for your potential clients to find you on Google.

So, how do you ensure your Google Search ads appear at the top of the relevant Google Search? The answer is simple, make sure your ad and your landing page answer the question being asked.

Here’s how keywords impact your Google Ads campaign:

Google gives your ad a quality score based on how well your ad and your landing page relate to each keyword.

For example, an electrician might create an ad to promote their tv repair service. Their ad would be given a high-quality score for the keywords ‘tv repair’ but a low-quality score for the keywords ‘air conditioning repair.’ The same is true of the landing page. If the Google Ad links to a website landing page that’s dedicated to commercial fridge installation, it would receive a higher quality score for those keywords, but a low-quality score for ‘emergency electrical repairs.’

So, it’s vital to your campaign’s success that you pay close attention to your keywords. Create dedicated Ad Groups for each aspect of your business, to ensure your Ads and your keywords within each Ad Group match the relevant landing page.

It also means monitoring the ‘search terms’ people are using to find your business. If people are finding you with the wrong search terms, they’re not finding what they’re looking for and that will negatively impact your quality score. Make sure you add irrelevant keywords to the negative keywords list so you don’t waste clicks. Equally important is adding search terms to your keywords list that ARE relevant to the Ad Group, especially if the search term leads to a conversion.

Make sure your website landing page is also keyword-rich because this tells Google that people will find what they’re looking for there.

Improving your quality score will decrease the amount you pay per click and ensure your ad appears above your competitors’ ads in relevant search results. Most of all, it means prospective clients will find exactly what they’re looking for on your website and are more likely to engage with you. If you are looking for improve your Google Ads or digital marketing Canberra based, contact Canberra Web now!

Can you run a successful Google Ad on a shoestring budget? Yes, you can! But it might require a lot more work at the start. Here, we share 5 best practices you can follow to set yourself up for Google Ad success.

Small businesses tend to dismiss Google Ads because of the preconceived notion it requires a huge budget. This is a fallacy.

The 5 best practices you can follow for Google Ad success.

Over time, they'll contribute towards the efficiency and effectiveness of your digital marketing strategy. Apply them consistently and diligently today!

1. Keywords

Why do people Google? They're looking for a solution to a problem. Knowing the problem helps you build the list of keywords to be used for your Google Ads. It's very likely your target audience will type in the words used to describe their problem, for example, "best copywriters" or "content writers".

2. Call-to-Action

They're sold! They've read, understood and accepted your pitch expressed in your ad copy. But they've paused. You wonder why. It's strange but true and it has happened - there isn't call-to-action in the copy. It's like a store without a checkout counter. Make your call-to-action visible, loud and clear.

3. Leverage on Google Ads' versatility and dynamism

It isn't over till it's over. Unlike a television commercial or print ad, launching the ad doesn't mean the job is done. You can continue to fine-tune it, daily if need be, to improve its effectiveness. With Google Ads, you can constantly be in ad research test mode. You can change anything based on the results produced by Google Analytics. From targeting, copy to budget, you can tweak them until they're showing the desired results. This brings us to the final practice.

4. Track and measure

What gets measured, gets done! This applies to your Google Ads too. There is an incredible amount of data you can utilise to improve your Google Ads. All it takes is for you to know where to find, how to read and interpret them. Rest assured with Google Ads, you won't be flying blind or solo.

To learn how to apply these best practices, connect with us here.

How do you choose CTAs you've used in your Google Ads campaign? Is there a best practice of choosing a CTA? Which of these do you reckon contributes towards higher conversion? If you're guilty of leaving the choice of CTA to the last, read on. In developing a campaign, most of the thinking and effort is directed towards the offer, copy and measurement of outcome. The humble CTA tends is given little attention. But they have a part to play.

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In this post, we share some guides you can use to help you decide on the most appropriate CTA for your next campaign. Hopefully, it will generate a positive result.

1. Be strategic

If you're running multiple campaigns, you may be tempted to use a similar CTA for all, if the choice of CTA has not been part of the strategic discussion. At a time when personalisation holds the key to unlocking the minds of consumers, personalising the choice of CTA to the target audience, message and desired outcome can determine the success of the campaign. Just remember different folks, different triggers.

2. Be specific

5,000 ads! <a href="https://www.linkedin.com/pulse/have-we-reached-peak-ad-social-media-ryan-holmes">That's the number of ads people are exposed to daily</a>. Can you imagine the mess in our heads? If you aren't careful, your ad risks adding to the mess. It's not unusual to see an ad that is littered with multiple goals and CTAs. This omnibus approach may sound effective. But in reality, it confuses. What do you truly want the target audience to buy into?

3. Embed your CTA in the copy

It's good practice to embed your CTA in the copy. It's a gentle push into their subconscious of what you'd like them to do at the end. By the time they get to the actual CTA, it will seem almost natural what the next step ought to be.

The CTA is the final word in your ad. Hence, its choice is a strategic decision. Ready to brainstorm your next CTA? Call us now!

It is increasingly challenging to run an effective Google AdWords campaign. Algorithms are constantly changing, competition is intense and consumer expectations are rising. To add, your preferred keywords are expensive. Nonetheless, in digital marketing, it remains to be one of the more effective tools.

There are several components to an effective Google AdWords campaign. One that can be a deal maker or breaker is the offer. This post provides a framework of how to create an irresistible offer.

1. Make it valuable

Valuable doesn't mean cheap. Instead, it is the benefits your target audience believes they will receive for the price they pay. If the benefits outweigh the price, you've got a winner. Of course, to identify the compelling benefits, you'll need to know the pain points you'll be solving for them.

2. Make it believable

Customers can't be easily fooled! Today, they are as informed as marketers are. They can smell a rat from miles away. Where relevant, provide a reason for your irresistible offer. Perhaps it is your business's 1st anniversary or you've discovered a more affordable way of shipping and are passing the savings over to customers.

3. Make it low or risk-free

Customers are inundated with countless offers both offline and online. But as they grow savvier, they have internal filters to weed out risky purchases. This is most evident in too-good-to-be-true offers. You can take away this apprehension. The most common method is a money-back guarantee. However, this may not be applicable to all categories of products and services. Find one relevant to your category.

4. Make it easy to act

Your call to action - CTA - has to be clear and prominent. Do not turn your landing page into a maze. Once they're sold to your offer, you'd want them to act quickly. Hence, whether it is to call, email or text you, make it clear and prominent.

A well run Google AdWords campaign can be profitable. But like most things in digital marketing, you'll need to work at it. Let us guide you through your next cost-effective and results-focused Google AdWords campaign. Call us!

You know how important your website’s digital marketing is to the success and productivity of your business. That’s why you’re here. However, did you know there are some tangible and valuable benefits to getting off the internet and into a meeting with a real live person? Before you say you don’t have time to have a meeting about your digital marketing, can you afford not to? Can you afford not to have your website run smoothly? Can you afford not to be getting the most bang for your Google AdWords buck? Of course not. So, come in and take a seat.

What is digital marketing?

Google AdWords can be a significant investment for your business. However, it is also one of the best and most popular ways to optimise your website traffic while collecting valuable data about attracting qualified visitors. However, Google AdWords is not a set and forget part of your digital marketing plan. Nor is it the only thing you should be thinking about in your website management.

Digital marketing should also include organic optimisation of your website. This helps convert more visitors into customers. When this starts to happen your quality page score also increases, making your Google AdWords cheaper to run. It’s also important to know how your customers are interacting with your website, which can be done using customised tracking codes.

Your digital marketing strategy should be reviewed monthly to make sure it is performing. It should also be fully customised to your business goals using a Google analytics matrix. While you don’t want to get too distracted by looking over your shoulder, you should also be aware of what your competitors are doing with a competitive analysis.

Benefits of working with a digital marketing agency offline

This can seem like a lot to worry about, just to keep your website optimised. However, this is why it makes sense to work with a local digital marketing agency in Canberra. You can easily meet with them once a month for updates and adjustments. You know they are set up with the tools and the team to take care of all of these analytics and draw out valuable conclusions from the data collected.

Why not arrange a time to meet CanberraWeb, to find out just how easy it is to manage your website, for real?

A common complaint of small businesses is the high cost of running a Google AdWords campaign. But it doesn't have to be. With careful planning and monitoring, you can achieve the desired results within budget. In this post, we share some tips to run an on-budget Google AdWords campaign.

1. Research and planning

Stop! Before you jump into writing your headline, copy, CTA and choosing the best image, ask this question: "What is the Number 1 goal of the campaign?" Sounds easy enough to be done although some may struggle to express it. But it is important to start with your goal pinned down. It'll force you to do the appropriate research and plan for the campaign. From target audience, message to the offer, they play a part in meeting your budget.

2. Establish your key metrics

What gets measured, gets done! It's a costly mistake to treat your Google AdWords like a crock-pot. Someone has to be constantly looking over it to ensure it is on track. To do this effectively, you will need to set up the key metrics based on the goal you've listed above. These metrics will help you fine-tune the ads. Hence, should you need to tweak the budget, it will be done with a clear purpose in mind.

3. How much does it cost to convert?

It's important to know this. Without it, you'll be groping in the dark, even if you're generating leads. It could either be too costly or otherwise. Either way, you'll be in a good position, knowing the conversion cost, to manage your Google AdWords budget effectively.

4. Work on your copy

Your Google AdWords is a sales pitch. Hence, it has to be smooth, clear and convincing. If you're doing it yourself, make time to edit until it reads right. Alternatively, you can engage a professional copywriter, which may be more time and cost-effective. Unless prospects find your copy engaging, they'll scroll away.

Google AdWords works! But you've got to work at it. We've shared 4 key tips. There're others to consider. To learn more, book your consultation session.

If you're about to throw in the towel on your Google Ads, stop! Running Google Ads can be both rewarding and frustrating. In this post, we feature best practices in writing a winning Google Ad copy.

We seem to have forgotten that it isn't a magic wand. You need to work at it and continue working on it. That's the beauty of digital marketing; it isn't final just because you've launched it. However, while it's good to know you can tweak it, it has led to a lack of discipline in writing a winning copy amongst others.

1. Statistics

Where relevant, incorporate statistics in your headline. For example, "How to write a winning copy: 3 words you must-have in any headline." People have a fascination with statistics. It makes a statement more scientific. This lends authority and credibility.

2. Pain points

Why do people Google? They are looking for answers to a problem or pain point they have. As such, when you lead a copy with a description of these pain points, there's a greater chance of capturing their attention. You can place them in your headlines, extensions or description. Wherever you place them, make sure it can be easily spotted.

3. Emotional triggers connect better

Emotions play a big part in the buying decision. Some people choose to see this as the irrational side of buying behaviour. But the reality is people are emotional creatures. When emotional words are embedded in your copy, you will be speaking to their hearts and minds, where the marketing battle is won or lost.

4. Benefits sell, features tell

This applies to off-line and on-line marketing. People are only interested in the outcome of your solution to their pain. Will it stimulate hair growth or kills weed permanently? Feature the benefits of your solution in the copy. In doing so, you've made it easier for your target audience to decide if you're the right solution.

Google Ads is an important part of your digital marketing Canberra campaign. To succeed, there are best practices to emulate. Let us walk you through them. Schedule a meeting here.

CanberraWeb provides PPC/AdWords management services throughout Canberra

PPC - what is it?

Pay-per-click (PPC) advertising, including powerful platforms like Google AdWords, is a highly effective formula for internet-specific advertising. In PPC, online advertisers pay internet publishers like Google when ads displayed in search listings or websites are actually clicked by a potential customer.

Crucially, advertisers don't pay at all until someone actually clicks through to a website.

Why is PPC better?

While SEO (search engine optimisation) is important, it can be a slow process. In competitive industries, ranking high in search rankings is an arduous and inexact task and that's why PPC is a popular and effective advertising method.

If done right, PPC can deliver targeted traffic to your website, but it needs skills, knowledge and technical know-how to get it right. Even experienced marketing experts cannot rival PPC analysts like CanberraWeb who know how to get the most out of this powerful yet complex formula and have a proven record for delivering results.

Why you need PPC

In short, you need PPC because you need every edge over your competitors - and they are using PPC. You can prove this for yourself by typing a keyword into your browser and seeing if your rivals are at the top. If they are, you need to be there as well. And if they're not - you still need to be there.

Why you need PPC management

Drafting PPC ads is even more complex than it seems, because it's not just about choosing the right keywords and making the right bids. Successful PPC ads are specifically structured and written to target the right internet traffic for you, in terms of who they are, where they are, and when they are online.

How Google AdWords works

Google AdWords is the leading PPC platform, with a 67% market share and more impressions and clicks than any rival.

Your Google AdWords ad can appear:

• At the top and bottom of Google search listings
• On specific websites and blogs
• In targeted users' web activities after they have visited your site

How CanberraWeb can manage your PPC campaigns

CanberraWeb are experts in improving your search engine quality score and your landing pages, and targeting your PPC campaign for success. Our premium services include:

• A dedicated account manager being assigned to begin to understand your business, customers and ideal PPC campaign, who then keeps learning about your business to make your campaigns ever more successful
• Analysing a range of factors including the market and trends to decide ideal keywords
• Handling the crucial, complex and confusing task of bidding on targeted keywords
• Maximising results within your budget by designing your campaign around the right priorities
• Crafting the perfect, effective ad title and description with our highly experienced team of writers
• Constantly reviewing your PPC campaign, including monitoring progress and clicks through, therefore maximising conversions, sales and leads

Contact us now to find out how we can help your business.

Digital marketing is easily one of the most important aspects of a business’s online success, and yet it is one of the most confusing concepts for website owners to master. As the leading digital marketing specialists in Canberra, we want to dispel the myths and answer all of your burning questions about digital marketing, SEO and Google AdWords Canberra business owners ask.

How long does SEO take to work?

While most people assume SEO is instant and believe that their website will be at the top of Google overnight, it's simply not the case. A well-implemented SEO campaign can take up to three months before it starts benefitting your website. However, we must stress well-implemented, because your success depends purely on the quality of your campaign and the execution.

If you have waited three months and your website isn’t performing as it should, review your SEO strategy, ideally with the help of a Canberra digital marketing specialist who can tailor your strategy in the right direction.

I have a small business; do I need digital marketing in Canberra?

The short answer is yes, but let us explain. Every business in Canberra, no matter what the size, needs a digital marketing strategy. In fact, you could argue that smaller businesses need digital marketing more than their larger equivalents, as they don’t have the word of mouth or recognisable branding.

The biggest mistake you can make is ignoring digital marketing in the hope that Google will do it for you. Every time you find a business on a Google map, or in a list of businesses near you, this has been set up by the business through digital marketing, not by an automated system at Google.

What’s the difference between an organic Google ranking and AdWords?

When you break down an organic ranking versus an AdWords ranking, an organic ranking is one that happens naturally, and AdWords is a paid advertisement, paid for by the business as a part of a careful marketing strategy.

The organic ranking comes from numerous factors working together to push your website higher up the Google ranking. This could be anything from your website design appeal, the specific service or product you offer, your meta descriptions and alt tags, to your social media campaigns and word of mouth. Where it may sound appealing to rank organically, this can take years of work, strategizing and leveraging success. This is the opposite of Google AdWords which offers almost immediate results.

What do I need to get started with AdWords?

The three biggest things you need to get your Google AdWords started is a budget, a goal and AdWords knowledge.

As we mentioned before, Google AdWords are paid advertisements, so you need available capital to invest in the advertising. Secondly, you need to define the goals you want to achieve with your campaign. Do you want more traffic to one page specifically? Do you want to get more reservation? Or make more sales? Knowing what you want out of AdWords will help you tailor your ad and focus your efforts.

Lastly, knowing how to set up, operate and strategize using AdWords is vital. While physically setting up a campaign seems easy to do, the complexities behind targeting keywords, where to place your budget and when to manipulate your ad can be tricky. If you are looking to start a Google AdWords campaign in Canberra, contact us today, and we will guide you through the entire process, one on one, personalising your experience to your needs.

The costs of internet marketing are extensive; they may range from absolutely nothing to millions of dollars, depending on the strategy used. It is, therefore, import to have a digital marketing agency Canberra-based, to advise on appropriate marketing strategies.

Methods of internet advertising for your business

The best way to advertise your business online is to create content and submit it to search engines. The content should be relevant and interesting to increase its popularity. This is a very cheap method of advertising, but it is quite slow. You can also choose to sell your products through a form of direct email; opt-in email ads. The most popular method of online marketing these days, however, is through Google AdWords. The system of Google AdWords is auction-based, where advertisers pay per click.

How the costs of advertising are determined

While there are many ways to sell your content online, there are also just as many revenue models. The revenue model for your business is determined by the amount you are willing to invest in the advertisement. There are three commonly used revenue models used in digital marketing Canberra-wide. They are:

Cost Per Click (CPC) - The advertising company pays for only the number of people who click the ad

Cost Per Mile (CPM) - The advertiser pays for the number of people who have been served by the ad.

Cost Per Action (CPA) - The advertising company only pays for the number of people who make a transaction.

Budget

As earlier mentioned, the cost of online advertising largely depends on your budget. CPC may range from a few cents to $5 per click, depending on the popularity of the words used. The position of the ad depends on the money invested. For instance, if the budget is $500, and each keyword is $5, the ad will be displayed until there are 100 clicks. CPM can vary from $10 to $100 per impression, depending on the traffic on the website.

In conclusion, the cost of advertising largely depends on your budget. Set your budget, consult with the right digital marketing agency and get your business out there.