Maximising the Enquiry – The art of the perfect Thankyou Page

When conversion optimising a website, Not many people think a serious amount about post-conversion. When ordering a Big Mac from the world’s favourite fast food chain what is the phrase that every sixteen year old behind the counter is drilled to deliver to you? ‘Would you like fries with that?’ and you think to yourself ‘listen here, if I had wanted fries I would have damn well asked for them’ you cross your arms and mutter the same words that 30% of people (worldwide) say – ‘Yes Please’.

So how can we add to our websites what we know works for this restaurant that has 30,000 stores worldwide?

A typical Thank-you page

Ok, so the above gets the job done by reassuring the user that his request or information has been received and it is being processed with your prompt attention. It is also the holy grail for your tracking, the finish line, be it analytics, adwords or any other system you are using.

But let’s think about the conversion and what has taken place within your customer / leads mind when they have gone through your carefully constructed website.

1. They have overcome any immediate objections they may have had to your business or service.
2. They obviously have a need or are interested in your business or what you are doing.
3. They are excited about the relationship that is about to begin or the shiny new products they are about to receive.

The anti-climatic conclusion to the admiration, trust and respect you have driven home into the clients mind from your beautiful content, clear calls to action and industry leading offer is a dull, lifeless thank-you page as above.

While it may be that a portion of your conversions are wham-bam-thankyou-mam some would love to stick around for after-play.

What can we offer post-conversion?

Apart from reassuring them that they are the biggest and best you’ve ever had think about:

• Providing a secondary offer or introducing additional services.
• Showcasing your staff and experience with links to their LinkedIn profiles.
• Email list subscriptions so they can ‘stay updated’.
• Social Media links, invitations to join your company on various networks.
• Inviting the client to share their new purchase to their own social networks.
• Providing FAQ’s about your services.
• Linking to your best content or providing links to your latest blog posts.
• ASKING for feedback on your website or services.
• Provide a coupon code for when they next shop (e-commerce).

Imagine in post conversion a client not only enquired or purchased but also upgraded / enquired about another service, added you on LinkedIn, subscribed to your emarketing list, joined you on Facebook and Twitter, shared your business to their social media followers, read a couple of blog posts and left feedback on how they feel about your business / website.

Imagine if 50% of your conversions only did one of the above? Does this seem like a fairly easy way to engage and connect with your clients more?

Here are a few ideas for your Thank-You pages

I hope you have enjoyed reading my entry about post-conversions and got you thinking about how you can improve your current or next website.

Got any good ideas or have done something great to your thank-you page? Let me know in the comments section below!

Further reading for the keen: http://www.searchenginepeople.com/blog/optimizing-post-conversion-maximimizing-thank-you-page.html

From Maximising the Enquiry – The art of the perfect Thankyou Page By Click Click Media - | Online Marketing for Australian Business |

Are you getting the best results for your time on Google Adwords?

Our own Jeremy Decker gives us an insight in his day to day tradecraft by offering Search Engine Journal four of his top tips for getting the most for your time when optimising and managing your Google Adwords campaign. This is essential reading for companies familiar with using Google Adwords but want an edge over their competition, or for Adwords managers looking to keep their bosses and clients happy.

Visit his article here: http://www.searchenginejournal.com/author/jeremy-decker/

Adwords Travel Season Infographic

Adwords community manager Zee posted an exceptional infographic on how to prepare for the travel season with Google Adwords.

Although the Australian summer period is not for a while yet, the point of the infographic is to show the different stages that the internet reaches potential travellers and how it influences their decisions.

The original post from the Adwords community can be found here: https://www.en.adwords-community.com/t5/Community-lounge/How-do-you-prepare-for-the-travel-season/m-p/23863

So, how does do you use the internet to research, plan and arrange your holidays?

From Improving Productivity with Adwords and Travel Season Advertisers Infographic By Click Click Media - | Online Marketing for Australian Business |

How to effectively target Mobile users in Google AdWords

With mobile traffic growing at phenomenal rates year on year, it’s becoming increasingly important to ensure that your business marketing campaign is targetting mobile users in the most effective way possible. Over the past couple of years, the Google team have implemented several new features to the AdWords platform to make the creation of mobile targetted campaigns as easy as possible for users and when used correctly, your mobile efforts will help to ensure that your business has a head start in one of the fastest growing areas in the marketing world.

Below are some tips on how to effectively target Mobile users using AdWords:

1) Create mobile-specific campaigns.

By default, AdWords targets mobile traffic along with your search traffic within the same campaign. Because of this, most people will have the one campaign to capture traffic from all networks. To ensure that you’re creating mobile-targetted adverts & keywords, create separate campaigns for mobile traffic. This will also allow you to send users to a mobile-friendly landing page if you have one.

2) Mobile-friendly landing pages.

If you’re serious about getting the most out of your mobile traffic, then it’s important to ensure you have got a landing page and/or website that is easy to use, navigate and perform conversion actions from a mobile device. This includes removing flash items, ensuring navigation menus are large enough to click without zooming in, and simplifying conversion processes so that users don’t have to a lot of time trying to navigate through your site via their phone. Ensuring that your landing page is mobile-friendly will almost always have a positive impact on conversion rates.

3) Click to call function.

The ‘Click to Call’ function within AdWords is a feature that allows an advertiser to create adverts which, when clicked on, directs users straight to a phone call between themselves and the advertiser. For businesses such as plumbers, electricians and other similar services this can make a lot more sense than simply directing people to your website.

I hope this information helps you to succeed in your mobile marketing efforts. Let me know how you go! For specific advice on how targeting mobile traffic can improve your online marketing performance for your website or industry, feel free to contact me directly either on the contact form above or via our contact page.

An excellent article and some related reading on how to optimise your mobile website at Social Media Examiner.

From How to effectively target Mobile users in Google AdWords By Click Click Media - | Online Marketing for Australian Business |

Changes made to the Google Keyword Tool and Traffic Estimator

It seems that Google have been nice and busy behind the scenes lately – today there have been some significant changes made across their free keyword research tools, the “Keyword Tool” & “Traffic Estimator”.

Firstly, the standalone Traffic Estimator that you could previously access without being logged into an AdWords account has been completely removed. However, while logged into your AdWords account, the tool will still be available, and Google will be using historical traffic data from your account to assist in creating more accurate estimates. Additionally, the Keyword Tool will also be integrated into the Traffic Estimator so that traffic estimates will also be available within the one interface for new keywords that are being explored.

The changes made to the Keyword Tool are a lot more exciting! Previously, when making a search using any given term within the keyword tool, users would be given a list of 100 related keyword ideas in one big list. With these new changes, Google have improved the process by grouping all keyword ideas into a list of themes – this could be useful for people who are short of time as it helps you with account structure set-up by creating the adgroup lists for you, however as the function is still quite new, I would still recommend creating your own adgroup themes to ensure your structure is as tight as possible.

Here’s a screenshot of what the newly updated Keyword tool looks like in action.

You can find more information on these changes here - http://searchengineland.com/google-tweaks-keyword-tool-and-traffic-estimator-119599

From Changes made to the Google Keyword Tool and Traffic Estimator By Click Click Media - | Online Marketing for Australian Business |

Facebook Offers – How it works and how to use

Some Highlights

At a glance this looks extremely simple to use. You simply post your offer like you would a regular status update. The offer will then appear directly on your fans timeline. You can check the amount of people who have taken up your offer located below the offers headline.

You can also choose to target any of your offers audience by country and language which gives you control over who see’s and uses it.

The images are 90 by 90 pixels, the headline will allow 90 characters and the T’s & C’s text will allow 900. You will also need to set an expiry date on this.

Once you post an offer, that’s it, you cannot go through and edit it, so make sure you take the time to do the content properly.

How your Fans can Claim offers

This process is simple as they come.

Your fans simply click ‘Get Offer’ which will then show them the offer details. From there, they simply press ‘Claim Offer’ and this will then send that offer directly to their email address linked to their Facebook account.

To redeem, simply set a process where by people can come through your office door and show a printed version of the email, or, show the email on their phone. You can also set it so your fans can forward the offer email they receive from Facebook to you, if you are to deliver the offer.

Be Careful

I have worked surrounding the Daily Deals Industry for some time, and I know enough about this system and model to have warning signs flashing brightly. Like the Daily Deals Model, this can and most probably will be misused and abused.

If used properly and managed effectively, this will be a great way to grow your Social Presence and drive sales from Facebook.

As I said previously, you cannot change the content once you have posted it, so make sure you take the time to review the content before sending it live. I recommend running it past a few people in the office prior.

You can delete the post, yet if fans have already redeemed a few offers, you must make sure to redeem these offers to make sure fans displeasure will stay away from your business pages timeline. Make sure at all times you honour the Terms and Conditions you set down.

Like the daily deals model, make sure all of your staff is aware of the offer to save confusion for them, and your fans.

With the content, make sure you are not writing “spammy” content that could potential repel your fans and they may even unlike your page.

My Thoughts

As I stated, this can be a great boost to your social presence and online sales, or it could have the reverse effect. If you take the time to plan and research an ‘Offer’ prior to running it, you will no doubt see more benefit then if you use it simply as a method to throw your fan base more irrelevant content.

I think it is great that you can use it to get your fans visiting your location. If you have a good offer, and enable it so that in order to redeem the offer they need to bring it to your location, you can get then get face to face interaction with your customers. This of course can create a strong relationship and build brand loyalty. Happy Days!

Facebook is not like a website, although the new timeline does give it some resemblance of that feeling. If you post something and don’t redeem offers, for instance, your Facebook page is going to become a wall simply where your fans frustrations can be voiced, and voiced they will be.

You can request offers be enabled for your page by click — > here.

In saying that, you may still not have it enabled yet. A rep at Facebook has said they are rolling out 5 – 6 different things right now, so they are moving this along the list.

From Facebook Offers – How it works and how to use By Click Click Media - | Online Marketing for Australian Business |

AdWords Change History Tool & When to Use it

Among the huge amount of reporting functions within the AdWords interface lies a particular report that you don’t hear about too often; the “Change History” report.  The ‘change history’ report allows an AdWords user to keep a record of almost all changes made to a particular account, whether it be keyword bid changes, landing page changes, new campaign creations & even when new account budgets are added to the account. Additionally, the report will tell you exactly what time and date the changes were made, as well as which user made the changes. Here’s how you access the report:

And this is what it looks like:

So how this information and when should I use it, you ask? Below are some points on when this report becomes extremely valuable:

1)      Ensure your search agency is actively managing your account.  The Change History report is extremely useful in ensuring that the person managing your account is actually doing their job, and making regular adjustments to your campaign to ensure that the performance is at a constantly optimal level.  When you enter the Change History report screen, you’ll simply be able to select your date range and then see exactly who has made changes to your account, what the changes were, and the exact time and date that they were made. You’ll then be able to speak to your AdWords manager about why specific changes were made, or why there might be a lack of recent changes – it could just be that an experiment is currently being carried out so if recent change activity is on the lighter side don’t get too alarmed straight away!

2)      Seek explanations for changes in account performance. A properly managed AdWords campaign will often have at least a few different small changes being made throughout any one month, and sometimes you might notice that your AdWords performance takes an unexpected increase or decrease in performance.  The more knowledge you have on why sudden changes in performances occur, the easier it will be in the future to improve your marketing results so it’s great to know if any of the changes you made to the account caused the performance change. This is where the Change History report becomes extremely valuable. Just put together a graph to show exactly when your performance changes started occurring, then match this back to your change history report and see if there were any changes you made that fit in with when you noticed your performance start to change.

3)      Time keeping. While accurate time keeping will not be possibly with the change history report as a lot of time spent managing AdWords is spent on analysis rather than action, the report can give you a rough idea of how much of your time has gone into making changes across your account over any length of time. If you’re managing your account yourself and are considering outsourcing the management, this information could really help you decide whether the time going into the campaign could be better spent elsewhere or not.

Hope this information helps all of you AdWords users out there! For more information on the features of the Change History Report, check out this page -

http://www.wordstream.com/blog/ws/2012/03/28/google-adwords-change-history-tool

Did this article help you out? or is there any questions you have? Please feel free to leave your questions and comments below!

From AdWords Change History Tool & When to Use it By Click Click Media - | Online Marketing for Australian Business |

Facebook Timeline Now Mandatory, What you need to do for your business page

As you all have no doubt heard somewhere on the grapevine, Facebook is rolling out its ‘Timeline’ update. That means that all Facebook profiles and business pages will be converted to the new ‘Timeline’ layout – this takes full effect on 30/03/2012. So, what does this mean for your business page, and will this effect what you currently have in place?

A lot of noise has been made about this update simply because it is mandatory for all profiles and pages to have the timeline – There is no escaping it! The reason a lot of people are unhappy about it is purely because it allows Facebook users to access all your old information easily and at the simple click of a button. Facebook was launched in 2004, and a lot of people don’t really want to advertise what they have been up to for the last 10 or less years. If you have thoughts on this please add your comments.

Now, to the most important aspect of this update: Your Facebook Business Page.

On top of an entirely new user interface, Facebook has enabled Messaging for Business Pages. This will now allow users to interact with you from a one on one perspective. It is optional, yet I really like this update as it will take away users asking technical questions on the page, whilst keeping your timeline for Feedback, your posts, and other related content. One thing I noticed with brand pages that they were spammed with customers asking technical questions. This update if you choose to enable it will to some degree eliminate that.

You’ll also be able to assign five levels of access for your page administrators and also gain real time analytics access surrounding popular activity. This means more relevant data which I love!

There was a study done recently by a Seattle-based Social Media Engagement Analytics Firm called ‘Simply Measured’. This study focussed on 15 Large Brands which included Toyota. This study effectively compared each business engagement rate from its fans before and after the Timeline update was made earlier this month (you could swap over early)

The result was a 46 precent average increase in engagement rates per post. That’s great, but why? Well for starters, the interface is now starting to behave more like a website or a blog by allowing more control by brands over the look and feel of their page. This helps a lot especially when you are targeting specific demographics. Another reason is that the Timeline is now more conducive to larger photos and videos. It’s important to note that the brands which faired the best were utilising multimedia content the most.

Another cool feature is being able to “Star” and “pin” your status updates, photos and videos. This means if you “star” a photo, it doubles the size expands the width of your Timeline. “Pinning” a post will keep it right at the top of your timeline. This will allow you to keep your popular posts and photos right where new consumers can see them straight away when they come to your page.

You can also create an Editorial Calendar. You can use this to experiment with things like the frequency of when you post and the timing.

What gets measured improves. Measure the performance of your new page, the posts you do, “star and “pinning” and all other features. This will enable you to be able to ascertain how this update can work the best for your brand page.

If you have questions on the Timeline or anything else, please feel free to contact me @ daniel@clickclickmedia.com.au or simply leave a comment.

Some Helpful Links:

The Impact of Facebook Timeline – The Study by Simply Measured:

How to Customise Timeline on a Facebook Business Page - All Facebook

Facebook on the Timeline

From Facebook Timeline Now Mandatory, What you need to do for your business page By Click Click Media - | Online Marketing for Australian Business |

Why your company should have a blog?

Many business owners think that there’s no point in having a blog. They may decide that it isn’t *required* in their industry or that there is too much effort in maintaining it and posting.

Other business owners see blogging as a means only to help their SEO efforts, or to bulk out the content on their website.

So what are some benefits of having a company blog?

1. It helps establish you as an authority on a subject

If you are in business, chances are you are good at something. Writing and sharing your knowledge of your services, products and industry can turn your business into a trusted authority on a subject, no matter how niche it may be.

If you are addressing your business’s most common questions, providing advice and sharing your knowledge to the internet community your company and website will be building trust with your potential customers.

This trust can turn into conversions.

2. You can make great contacts through blogging.

A blog is a great platform for someone to interact with your company. As users comment on your company’s posts, you can build discussions and communicate with like-minded people or address specific questions.

3. You will be able to build a portfolio of great articles.

Nothing is more satisfying then having content ready and on hand that addresses a problem or objection a prospect or customer may have. Being able to say “If you want to learn more about it, I just wrote an article, let me send you a link.” is satisfying.

Don’t forget your company’s blog can be used as a great offline asset for your sales team.

Companies can also ask their staff to write blogs, this is a great way to get a staff member to learn about a subject very quickly or hone their existing knowledge on a subject.

4. It gives you a platform to publish case studies and testimonials.

Everyone loves a story. Publishing a case study that shows a customer specific problem and the steps your business took to resolve it will provide a great resource for the internet community and attract visitors searching similar problems.

Showing the steps you took to solve a problem for a specific client can build a lot of trust with your websites visitors and again, increase conversions.

5. And of course, SEO

Google loves new content and prefers websites that are updated at a regular interval. Blogging is an easy way to keep your website fresh.

Blogging can also expand your keyword portfolio by answering more of the ‘long-tail’ search queries.

Also remember there are very many free blogging platforms that you can use. The only resource required is your time and imagination.

So, what do you think? Does your business run a blog, and what results have you seen?

Some further reading for the keen.

Social Media Examiner – 5 Reasons Your Business Should Be Blogging
Jeff Bullas – 7 Reasons Why Companies Should Blog
WPMU – Why You should Blog for Your Small Business

From Why Your Company Should Have a Blog? By Click Click Media - | Online Marketing for Australian Business |

Small Businesses and Sole Traders: Part One, Handling Enquiries

Why does my competition manage to convert most of their enquiries from Google Adwords and I cannot?

In my time here at Click Click Media I have seen parallel businesses with almost identical online advertising and marketing efforts manage to achieve vastly different sales results. Why is this?

1. Understanding search behaviour and teaching it through your business.

Adwords is a great tool for delivering ads that focus on exactly what the user is after. Most users will perform 6-7 searches before they narrow down exactly what they are looking for and this last search is where you want your Adwords ads appearing.

Google Adwords is a direct response channel and the large majority of your enquiries that result from it will have qualified themselves prior to making the decision to phone, email or fill in an enquiry form.

What can you learn from that? Your enquirer has already identified a need or want for your offering and has probably read your website or landing page. They are comfortable with your product, your brand and business.

They have made contact, what to do now. Most enquirers will want the following information: Price, Lead Time, Appointment time, and General Information (opening hours etc.). Address these requests professionally. Listen and ensure that you have answered all of their questions first and then feel free to dazzle them with your sparkling personality and business acumen but remember to collect their contact details so you can follow up.

2. Speed, Speed, Speed

Your customers are used to using the internet and where they get instant information and rapid response. Being the first to respond to an enquiry can be 50% of your work done. Contacting your enquirer while they are still interested and motivated will help you close them. Understand that the same enquiry may have gone out to up to 10 other businesses. Also remember if your enquirer has lodged a contact form or email with a request to be called, you have a very small window to capture their interest while they are still in the process of checking out your competition. This can prevent the enquirer from continuing their search.

3. Your Voicemail may be losing you Business!!!

Many small businesses are single person operations and don’t have staff available to handle incoming calls, however, there are some easy ways to ensure your enquirer does not abandon you.

The very worst in voicemails. You have paid for their visit to your website, your visitor has self-qualified and decided to call you, excited that they have found a solution to their want or need they dial your number and receive: “Hi you’ve reached Doug. Leave a message” Not very inspiring nor does it give your caller a sense of confidence in leaving you a message. Also the quality of the message left will be poor “Yes ummm.. Is this the builder on the internet? Give me a call”

Some better examples: Here are a few good examples of voicemail messages that will get your enquirers to not only leave a message with confidence, but also be detailed and precise.

“This is Billy-Builders, we can’t take your call right now but value your enquiry. Please leave your message and return phone number and we will get back to you. Please note we have a 4 hour return call policy in place to ensure your message gets actioned as soon as possible”

“Thanks for enquiring to Billy-Builders.com, please leave a detailed message on how we can help you and a return phone number and we will be in touch very soon”

Another possibility. Consider enlisting the services of a call-screening company to take your messages. This will dramatically reduce your abandonment and ensure that your enquirers are greeted by a friendly, human voice.

4. Any response is better than no response with emails.

Nothing is more frustrating than lodging an enquiry via form or email and sitting there wondering if it has been received and if it will be addressed soon. Consider adding an automated response confirming you have received their enquiry, or train your staff to immediately respond with “thanks #name, I will be in touch shortly.” Again going back to point 2, speed. This can again prevent the enquiry from continuing searching. I can’t stress enough that internet users expect a very quick turnaround.

Bottom Line! No-one wants to get a response to an enquiry they lodged two days later.

5. Collect information about your enquiries and record it.

Information you get from your enquiries, sales or not will assist you in your Google Adwords efforts. You may have conversion tracking in place and a dedicated phone number but that will only assist you in the amount of enquiries. The information that comes from your enquiry during the sales process will be valuable to you for refining and targeting your campaign. There are many ways to do this but the key point here is ensuring it is done. Even if it is just a notepad you jot down details on!

Quality information that will help your campaign. This can vary from industry, value proposition and product. Here are some ideas you may want to record from your enquiries:

• Did it become a sale? And at what value?
• How many other enquiries did they lodge?
• Demographics, Business Sector, Industry, whatever’s more relevant to your business.
• Are they likely to become repeat customers?
• How did they like your / website / logo / quote process etc.
• or, create an enquiry rating system, this can be fairly simplistic.

All this information collected over time will help you target and qualify potential customers better at both the advertising and website level.

6. Turn your general enquiries into Social Media followers or Newsletter subscribers.

You will happen upon enquiries that are after general information or advice. These are great opportunities to suggest that they join your Facebook community so they can ask anything else there. If you are offering any great content via Email then suggest they join your email subscribers list. This is a great way to keep in contact with your enquirers and ensure that when they are ready to make a purchase decision they will be already in regular contact with you.

Although all the above can seem pretty straight forward to seasoned internet campaigners the amount of businesses that do not follow this is incredibly high. Unfortunately it is always the smaller scale businesses that can fail in these areas and normally they really do need the business.

If your business is new to Adwords or Internet Marketing in general I hope this article has been useful to you. If you have anything else to add please let me know in the comment section below.

From Setting your business up for Adwords Success. By Click Click Media - | Online Marketing for Australian Business |

Our Best Online Marketing Articles for Small Business February 2012

Every day I am constantly forwarding some of our great articles to people looking to start online marketing, Adwords or seo. These articles written by my staff here at Click Click Media are a great resource and have provided excellent value to some of our clients and prospects.

In this post I am going to gather together my favourite articles for easy reference in the future. So, here they are, my favourite articles from the Click Click Media team and what I like about them

1. Planning Your New Website

This article goes through good thought process for new ventures and small business when planning a website. The great thing about this article is the new point of view it has offered my clients an insight into how our team think when organising a website.

2. Website strategy

In my role I often send this article through to provide some insight into how different channels can come together in promoting your business and website. This easy to read article and great graphic puts these idea’s together very effectively. This article also contains a list of great free resources for any website.

3. Adwords Squidoo lens

Our very popular Adwords Squidoo lens is one of the most well put together Google Adwords resource on the internet. I utilise this document all the time when explaining the detail and processes in effectively managing Google Adwords campaigns. It is also an exceptional resource for anyone looking to create and manage their own Adwords campaigns.

4. Google Adwords 101

This article covers the fundamentals of Google Adwords and PPC advertising in general. What I like about this article is it is geared to people who are unfamiliar with PPC advertising. The article also dives into some of the decision making going on when users click on PPC ads and even provides a few tips for great campaigns.

5. SEO do’s and don’ts

This article strives to debunk some of the ‘magic’ behind SEO and aims to provide understanding and encouragement for people taking the plunge into SEO either by themselves or through a professional.

6. The true value of SEO to small business

It can be hard to make the decision and commitment to spend time working on your SEO efforts. Often understanding exactly how SEO can benefit your business by searching or browsing the web can be a challenge. This article I often use to give our smaller clients some perspective on the benefits of SEO.

7. Online Marketing Jargon

An abundance of acronyms in this industry can potentially create a huge learning curve when educating yourself on online marketing. This great article covers 99% of the terms you will encounter.

8. Google Adwords, The Right Management

A great post about Google Adwords Management. If your Adwords campaign isn’t working as well as you hoped, or isn’t showing signs of improvement over time, should you blame the marketing channel itself? An explanation of what your search professional should be doing for your campaign along with some tips to improve your Adwords performance.

Hope you’ve enjoyed this article round up and discovered some of the great posts our blog has to offer. I know it will be a great resource for me to use in the future.

Do you have a favourite out of the articles listed here? Can you suggest any new topic for our guys to cover? Let us know in the comments!

From Article Round Up. Our Best Small Business Articles. By Click Click Media - | Online Marketing for Australian Business |

3 Interesting Online Articles So Far in 2012

2012 is set to be an interesting year for the online space (and in general if you believe the Mayans!), with several headlines already shaking the industry only 1 month into the year. Below are some interesting articles that have made a significant splash in the world of online so far this year:

1. ‘SOPA Is Dead: Smith Pulls Bill’ on Mashable:

If you’ve got any kind of interest in the online space then you’ve no doubt heard of SOPA, the “anti-piracy” bill that the US congress tried to pass in January this year. Due to the extremely vague nature of the content within the bill, along with the fact that a bill like this has the potential to destroy the freedom of the internet as we know it, many large online corporations voiced their concern, opposing the bill. Some of these companies include Wikipedia which went offline for 24 hours to protest the bill, Google, and many others. After seeing the huge outcry made by the general public, as well as major corporations such as Google, the sponsor of the bill (Lamar Smith) decided to pull the bill “until there is wider agreement on a solution”. I’m sure this isn’t the last we’ll hear on the matter though.

2. ‘A Company Grows Up: Facebook Goes Public’ on Yahoo7:

This article covers off the details of Facebook’s upcoming move into the public company sector, as well as speculating on what this change could mean for the company in the long term. Will the new need to please investors rather than just Facebook users effect the product? and in what way? These are the questions that a lot of people are asking in the lead up to the historical event for the world of online.

3. ‘Anonymous Retaliates Against MegaUpload Takedown, Knocks MPAA, RIAA Sites Offline’ on PCWorld:

After US government agencies shut down the popular file sharing site ‘MegaUpload’ and arrested 4 of it’s key executives due to mass copyright infringement (amongst other things), the hacker group known as ‘Anonymous’ went on a rampage of revenge, taking down any site belonging to US agencies involved in the shutting down of MegaUpload. The list included the FBI website, the US Department of Justice, and also some major entertainment websites such as Universal Music. The event was the biggest we’ve seen to date from the ‘Anonymous’ hacker group and gave us a scary indication of what can happen when you upset the majority.

As you can see, it’s been an eventful 2012 so far! Let’s see what happens with the remaining 11 months.

From 3 Interesting Online Articles So Far in 2012 By Click Click Media - | Online Marketing for Australian Business |

Planning your new Business Website to Generate Leads

Having a website for your business is vital these days however, the difference between just having your information displayed on the internet and owning an effective lead generation tool are worlds apart.

If you are a new business or identity trying to carve out your online space it can seem daunting at first, so we have put together a simple guide for small businesses and web beginners to assist in education for the path ahead. Please bear in mind that the following information could take on many different paths and is very general. I would recommend on studying a diverse range of articles and talking to other business owners that have a successful web presence also.

1. Organisation

• Look at your business plan. Does it require work to include your online marketing? How do you want your website to perform? What are the goals of your website?
• Create a system for your passwords and log of online registrations and assets. This can be a notebook or electronic, such as Keypass and Treedb
• Get your files organised and backed up. Important files such as your Logo and corporate identity will be constantly required.
• Set goals and plan ahead some milestones for your website to achieve.

2. Research

• Subscribe to a few authority websites and also consider purchasing a few eBooks on the topic. Educating yourself on websites and online marketing will pay off in the long run.
• If you have competitors, study their online efforts thoroughly; however don’t presume their websites are effective. Consider where the websites are getting traffic from, check their social media efforts, subscribe to their email newsletters and even ask them. If you have suppliers that are doing exceptionally well online, contact them and ask what is working, has worked.
• Head over to Google keyword tool and start testing search volumes and competition. Are you involved with any major brands? Do you offer a particular service that has a high volume but low competition? Can you answer a few questions that seem to be popular with an article?
• If you are a local services don’t forget to check your suburbs keywords and surrounding area’s for search volume.
• Check out interest in social media groups, forums and internet communities. Can you learn anything from the discussions that are taking place? Here you may be able to find a niche or follow and resolve a common problem in your industry on your website.
• Perform the searches yourself and see what kind of results are available, along with the title of the links in the search listing and the descriptions below. Are the listings relevant? Do you think the search is answered in the first few listings or do you have to go to the next page?
• Check through available domain names. Check to see if your business name is available or a domain that describes your business sector.  Eg. computersmelbourne.com.au,

3. Plan Content

• If you currently do not have a logo or corporate identity it is a good idea to start this process now. Either begin working with a graphic designer or submit your brief to a design contest website like 99 designs.
• From the above research plan out your content pages, try the best you can to create a content page for each of the services /products / keywords you want to target. The content should be over 150 words preferably 300. Try to map out your selected keywords to each page in your planned website. Obtain images and photos for each page even videos.
• Create a site map to see how your site will sit together. This is a great way to visualise how people are going to interact with your site. Remember to set goals within your site map relating to what what planned.

• Come up with a short advertisement for each page. Have a title that is less than 70 characters long and description that is about 150 characters. Keep these advertisements relevant to the content and if possible use your targeted keyword / keyphrase within them. Keep them interesting and make them for humans.

• Work out a call to action that will be persistent throughout your entire site. This can be free delivery to ‘area’ , 10 % off website quotes ect ect. Be inventive at this stage as this will be your main selling point. Along with your call to action remember to outline any unique selling propositions that your business / website will offer.
• If you can offer any content along the lines of how-to’s or tutorials, it’s a good idea to come up with a timeline to deploy this information. A blog or article section in your website will add value beyond your sale to your website visitors.
• Work out if you would like your website to offer any forms of interaction, would you like your visitors to comment on your articles? Would you like them to review your services or products? This can add a level of transparency and authority to your website.

4. Website Creation

• Once all your content is together deploying a website is a fairly simple task for any developer. There are many paths you can take at this point from DIY websites to high end designers and developers. I would recommend any website solution you choose has the option for you to add content through a content management system, this will enable you to make edits to the content yourself.
• If working with a website developer a typical process / workflow is as follows:

1.  Submit your corporate image, logo’s and content to the web developer
2.  A web designer will create a series of images ‘mockups’ of what your websites design will look like.
3. Once you are happy with the look and feel of your website the web developer deploys your content and creates your website.
4. Upon approval your website is moved from the developer’s server onto your domain and you’re live and good to go.

• This process usually takes up to 6 weeks.
• Pricing for a website can vary a lot; you can choose a template that is available online or have a site designed from scratch. The important factor when working with your web developer a clear understanding of your goals.

5. Monitor Traffic and Behaviour

• Once your website is live you should be checking your traffic reporting at least monthly. A standard tool to do this is Google Analytics. The key factor you will want to keep an eye on is the results of any promotion, marketing or advertising you perform over a given period. It may take a little time for your search queries to be showing on your analytics but if they’re there, they should be monitored for ideas on expanding your website and marketing efforts.

6. Major Social Media Portals

• Setup your companies profile on the major social media platforms, such as Facebook, Twitter, Google + and link your website to them. If you have any interesting industry related comments or links you want to share post them to it.
• Keep your posting regular and current even if you have no followers at all. It may feel a bit silly at first, but with persistence you will slowly build up a group of followers.
• It’s best to start utilising these platforms without a direct marketing approach. Try to make good industry connections and open up communication with them. You will have plenty of time when you have hundreds of followers to start direct marketing or running promotions. Initially you just want to be on there and updating regularly.

7. Promoting your Website

• Add your new website address to any stationary or brochures you have. Or get stickers made up to place on existing ones (waste not) Add your site address to business cards, email signature, printing, signage, clothing or anywhere your logo is displayed. You can also add your Facebook address to encourage people to follow you.
• Register your business on Google Places.
• Search for online directories that offer listings for your business. The more local and industry specific the better, make sure you list a link back to your website.
• Get involved in the internet’s blog and forum community, post responses to people’s problems if you can help. The internet will reward you for contributing to the community.
• Get in touch with any major suppliers or industry connections you have. Ask them if they can place a link to your new website on theirs.
• Trial Google Adwords by obtaining one of their free coupons. See our Squidoo page about setting up Adwords.

8. Optimise your Website

• Continually look at ways to improve your website, make small changes and see if you get better results.
• Look at keywords that your competitors seem to be focusing on and evaluate if you should be too.
• Assess changes to your content. Is the message still relevant?
• Come up with new and enticing calls to action, have a time or season based special offer.
• Come up with a plan to update your website with information that users will want to read. Stick to it regularly so your users know when to expect new pieces of content. Share this content across your social media listings.
• Keep up your education, read your blog subscriptions and continue discussing your results and efforts with your peers.

9. Re-engage your Visitors

• Remember to link to your social media profiles on every page of your website (header or footer) to give the visitor as much chance as possible to follow you. It can also be a good idea to promote the content that you update on your social media sites. This can be done via plugins or just as effectively at the bottom of articles and blog posts.
• Also offering a subscription to a monthly newsletter or info pack is a good way to keep in contact with your visitors long after they’ve left your site.
• A great method is utilising Adwords remarketing feature to display advertisements to people a specific number of times after they have visited your website.

10. Hire a Professional

Good quality advice is not expensive, if you’re hiring an online marketing firm be sure to be clear on your budget and goals.

At Click Click Media we have performed and implemented many successful startup website strategies. If you are looking at getting into online marketing or just want some advice on where to begin feel free to give one of our online marketing consultants a call on 02 9654 3323.

If you think I’ve left anything major out of this list of have any suggestions on how I can improve this post please let me know in the comments section below.

Hope you’ve enjoyed reading this and have found some useful information.

From Planning for your new Business Website By Click Click Media - | Online Marketing for Australian Business |

Online Marketing Terms and Acronyms Commonly Used

Business owners rarely have the time to be up to date on this industries terminology. Here is a resource of 75 terms that are commonly used and their definitions.

Website Jargon

Domain Name - A registered name you own or purchase. Your web property.

URL - An web property address displayed in your browser.

Host - Where the files, database & information for your website are stored.

DNS - Domain Name Server. Computers that store and remember names and addresses of every other computer on the internet. Basically translating human friendly URL’s into computer friendly IP addresses (numbers).

HTML - A programming code used to display content on the web. Hypertext Markup Language.

PHP - A server side scripting language. Can dynamically produce web pages. Hypertext Preprocessor.

CMS - Short for Content Management System. This can be for allowing non-technical people to create content. It also allows making changes across your entire website quickly and easily.

Link - A connection from one web page to another.

Splash Page - A web page delivered to a user prior to the main / home page.

Landing Page - A purpose page designed to be the first page a visitor reaches after clicking on an ad. Usually sales orientated.

Above the Fold - Content of a web page displayed without a user having to scroll.

CTA - Call to action. A marketing message that prompts a user of a website to take a desired action.

Blog - A diary or journal style web page. Usually date or category based.

Post - An article that is published to the blog.

Comment - Feedback from internet users on the content of your post or article.

WordPress - An open source CMS primarily used to publish blogs.

Joomla - An open source CMS for publishing web content.

E-commerce - The buying or selling of products or services on the internet.

Spam - An indiscriminate message published and distributed electronically.

META Tags - Code elements used to define structure data of a web page to search engines.

Template - Used to separate content from design and graphic elements to enable the quick production of web documents.

PPC Advertising Jargon

PPC - Pay Per Click is a method of advertising where you pay only upon a visitor to your website.

Google AdWords - Google’s advertising platform and main source of revenue.

Keyword - A word or phrase that defines your content or website. Usually targeted to users behaviour on search engines.

Keyword Match - Different ways to focus a word or phrase.

Negative Keyword - A word or phrase you want to dis-associate from your website.

Bid - A cost amount you are willing to pay for a position within a search result.

Impression - A user has viewed your advertisement.

Clicks – The amount of times a your advert has been clicked on by Google users.

CPC - Cost Per Click. The resulting cost of your bid after it has gone to auction.

CTR - Click Through Rate. The percentage of visitors to your website verses the amount of people who have seen your ad. This is calculated as clicks / impressions.

Average Position - The average position your advertisement is displayed within a search engine over time.

Relevancy - The accuracy of your advertisement compared to your content.

Quality Score - A user experience system that rewards or penalises advertisers based on their campaign and website.

Geo Targeting - Targeting your advertisement to display to users based on the computers location.

DKI - Dynamic Keyword Insertion. Amendments to your advertisement based on the keyword searched by a user.

CPA - Cost Per Acquisition. The divided total cost of your advertising to each sale.

CPE - Cost Per Enquiry. The divided total cost of your advertising to each enquiry.

Network - The targeted advertising network.

Display - Advertisements of a graphic or banner nature inserted into relevant websites.

Device - The technology the user is using where your advertisement is being shown. Eg. Mobile, Tablet, PC.

Optimisation - The process of continued work performed on a campaign with the goal of both increasing performance and reducing cost.

Click Fraud - An internet crime that imitates a legitimate user clicking on your advertisements.

Search Engine Marketing Jargon

SEM - Search Engine Marketing. A broad term defining the utilisation of search engines for inbound marketing.

Local Search - A web search based on a specific city or region.

SEO - Search Engine Optimisation. The process of improving a websites viability to search engines.

Black Hat - Techniques that intentionally go against guidelines set by Google and other search engines.

SERP - Search Engine Results Page. The listing of web pages returned by a search engine.

PR - Page Rank. Google’s numeric value that represents the importance of a web page 1 – 10

Long Tail - A search performed where a user has chosen to enter a long phrase to search for relevant content.

Keyword Research - The process of discovering and identifying potential keywords based on a desired result.

Niche - A subset of your product or service that does not have heavy competition.

On-Page - Work performed on a website with the general goal of higher search engine rankings.

Off-Page - Work performed on or with external websites with the general goal of higher search engine rankings.

Link Building - The process of obtaining more inbound links from external websites.

Reciprocal Links - The practice of exchanging links with another website.

Organic - A broad term used to define any results or growth outside of paid efforts. It can also be referred to the search engine listing that falls outside of the PPC properties.

Content - Any piece of non templated information displayed within a web site.

Statistics & Measurement Jargon

Hit - A file request from your web server (host)

Page View - A request to load a single page.

Bounce - The metric where a user has visited your web page but has not proceeded any further.

Referral - A visit to your website from another web page.

Unique Visit - A visitor that has never been to your website before.

Goal - An objective set to measure particular behaviour patterns of your website visitors.

Conversion - The desired result from a visitor to your webpage. Purchase, enquire, subscribe ect.

ROI - The metric that defines your income above your advertising or marketing investment.

Loyalty - A website visitor returning for new information or repeat custom.

Trend - A metric based on the general direction of another metric over time. (visitors, interest, sales, ect)

Tools Jargon

SEO Software - A third part program used for the monitoring and validation of SEO work performed.

Keyword Tool - Google’s tool that shows estimates on local and global search volume based on a word or phrase.

Traffic Estimator - Google’s tool that shows the estimated traffic of a PPC advertisement based on a word or phrase based on a cost amount.

Insights for Search - Google’s tool that shows search patterns and estimates trends based on a word or phrase.

Website Optimiser - Google’s tool that allows the delivery of different pieces of content to a percentage of your website visitors and providing conversion data differences.

Webmaster Tools - Google’s tool that provides information on your websites search viability and allows you to suggest key settings on how it should treat your website.

Google Analytics - A traffic and behaviour reporting tool by Google.

Hope the above has been useful. If we left anything important out or are struggling with any of our definitions please let us know in the comments!…

From Online Marketing Terms & Acronyms Commonly Used By Click Click Media - | Online Marketing for Australian Business |

Merry Christmas

To our valued customers:

Thank you for your support throughout 2011 and for the many referrals we have recieved this year. We could not have done it without you.

2011 has been a milestone year for Click Click Media.

The ever moving goal posts of internet advertising has presented us with many new opportunities.

This year saw us increase our product offerings to meet these challenges, and now offer Search Engine Optimisation (SEO), Social Media Marketing, Customer Managed Websites and Online Shops to our existing search advertising customers.

To service this expanded offering, we moved to a much larger office and welcomed three new talented people to our team; Jeremy Decker, Daniel Buckley and Prem Jinadasa. With a great knowledge base and love of the industry they have become a fantastic addition.

We are shut down this year from the 23rd and will be back on the 9th of January in the new year. Throughout this period we will still be contactable via our main phone number 02 9654 3323 and will still be available to service your enquiries remotely.

We’re looking forward to another great year ahead and we wish you and your businesses health and prosperity for 2012.

Merry Christmas from The team at Click Click Media

From Merry Christmas [Commercial] By Click Click Media - | Online Marketing for Australian Business |

Effective ways to increase your websites conversion rate.

If your website is receiving traffic but isn’t making you sales you should start looking in-depth at the website and start getting an understanding of who your potential customers are and how to deliver what they are looking for quickly and effectively. Here are five very simple website changes you can make to increase your websites conversion rates. The below points are designed to be easily actionable and focused on business websites, so no pop-ups, pop-overs strategies.

1. Include a clear call to action.

Calls to action are not just limited to e-commerce websites, you should maintain a clear objective throughout all your content on what you would like users to complete. If it is enquiring via an online form, signing up for a newsletter or simply making a phone call you should be clear that is what you would like the user to do.

A good call to action provides focus for your website, direction for the users and a way to measure results.

For your call to action you may first have to recognise a need for the user, a short explanation of the problem and your solution presented to your user will often work well. Use direct language in your call to action such as: Buy, Call, Subscribe, Register. You can also create an urgency and even offer an incentive for completing the call to action.

2. Make an enquiry form available on every page and promise a prompt response

Make sure you are offering an enquiry form for your users to fill out and promise and deliver a prompt response. This can be a simple as capturing a name and phone number to getting all the details you require filled out to send through a quotation. Other forms such as SMS text back pricing and call back forms are also effective at capturing potential enquiries that might not want to call.

For e-commerce sites its a good idea to offer a support form or a check availability to capture potential sales that may be unsure of purchase.

3. Testimonials, testimonial video’s, portfolio’s and case studies

Offer testimonials from your clients and show them on your squeeze and landing pages. If you have a strong social media following, link the conversations that are taking place.

If your clients are willing to put themselves in front of a camera for 30 seconds it can be a great way to build credibility to your potential users.

4. Include an online offer even if it just ‘Free Quote’

Have an incentive and even promote a sense of urgency to your users. Free on-site quotation, fast response, free t-shirt or anything that will make your offer stand out from the crowd. This encourages your users to make the transition to conversion and if you are really imaginative with your call to action this can be your companies distinct advantage in the online space.

5. Address common fears and concerns

Identify with your users and show an understanding of your potential clients buying cycle. Showing an understanding of common fears and objections shows you as an authority in your particular market and can add credibility.

If you have successfully addressed any objections your target client will have the chances of them converting are much higher.

With these 5 points addressed, your website should have the basic content & functions it needs to achieve a strong conversion rate. However, conversion rate optimisation is not a ‘once-off’ exercise and should ideally be a continual practice. The best tool at your disposal when trying to improve your conversion rate will be traffic data, so make some changes to your site then monitor it’s performance to see how your website visitors react. Consistent testing like this will ensure that your conversion rate is always improving.

Get feedback on your website

Feel free to contact us for advise or an opinion on how you can make your website convert at a higher rate. Or give us a shout-out on Facebook or Twitter.

From Top 5 simple ways to increase your websites conversion rate! By Click Click Media - | Online Marketing for Australian Business |

Received a Google Adwords Coupon in the Mail? Use it for valuable data and leads!

If you own an Australian business chances are your will have received a coupon from Google to trial Google Adwords. These are a great way, if you have never trialed using Google Adwords, to give it a go. If you have never received one you can also apply here: https://www.google.com/appserve/fb/forms/auonline/ existing Adwords customers are not eligible.

Learning Google Adwords.

Google has an extensive collection of great material to help you get started leaning and navigating through Adwords. A good place to start is here. Adwords Beginner Guide and work through the chapters there. Click Click Media also has more advanced and extensive resource available on Squidoo here.

What would we do with $75.00 of Free Spend

As seasoned Adwords campaigners the approach to effectively utilising this free spend would be a lot different to someone just learning. So here is a collection from our Adwords team listing some ways you can make use of your $75.00 of free Adwords spend effectively.

1. Use it to find a job! Strange concept, I know – but it has been done in the past! In 2009, a man named Alec Brownstein utilised AdWords by targetting top creative directors’ names as keywords. For $6 he landed his dream job within the creative agency Y&R New York (full story here).

2. Exact matched long tail terms. These days, $75 won’t get you too far with AdWords if you’re targetting competitive terms. Being one of the biggest websites in the world, Google’s huge traffic volume can wipe your $75 in minutes, and the fact that AdWords is such a great marketing channel means that your competition is more than likely going to be bidding against you heavily. Therefore if you’re only conducting a test campaign with a budget of $75, I recommend you go for highly specific, targetted terms. Additionally, ensure you’ve got your keywords set to exact match so that your ads aren’t still being triggered by the generic, more popular search terms.

3. Use it for clear SEO keyword data. Pick a few long exact match phrases and point them to the most relevant pages on your website. This in conjunction with the Adwords keyword tool can give you a confirmed idea of conversions and clicks that less competitive terms may get you. Then with this data available you can focus creating great content to match these terms.

4. Give it away! If you’ve got no use for your AdWords coupon, why not give it a loyal customer? Everyone likes something for free, and we all know it’s important to keep your customers happy!

From Been Mailed a Promotion code for Adwords? How to use your Google Adwords Coupon By Click Click Media - | Online Marketing for Australian Business |

AdWords Squidoo Lens from the Click Click Media AdWords Team

After sitting in its draft form on Squidoo for the past two months this week we focused on finally finishing our Squidoo Lens all about Google AdWords.

In the end we had to cull a lot of our planned content but we feel this gives a great idea to those new to running their own AdWords campaigns a great start to a successful experience with Google AdWords.

Well done to Jeremy Decker here who had the courage to tackle finishing this. Until it gets updated…

Please visit the lens and let us know what you think.

About AdWords & AdWords How To Squidoo Lens 

From AdWords Squidoo Lens from the Click Click Media AdWords Team By Click Click Media - | Online Marketing for Australian Business |

Christmas is almost here! Is your AdWords campaign ready?

With December fast approaching, if you’re an online retailer I certainly hope so! The Christmas period is undoubtedly by far the biggest time of the year for online retailers.

From Xmas is Approaching – Cash in using AdWords! By Click Click Media - | Online Marketing for Australian Business |

AdWords ads now appearing at the bottom of search results

Over at Google HQ, the AdWords team are constantly testing and trialling new ways of displaying the AdWords search results – presumably in an effort to drive higher ad revenue while still delivering an good user experience. Examples of some recent changes are Location extensions, SiteLink extensions, and most recently the product extensions. Google now look to be rolling out a fresh test for the search results: AdWords ads at the bottom of the search results.

So what does this mean for advertisers?

To adverts appearing at the bottom of the page still look to be in their testing phase, so right now it is unclear whether this area of the search results will accommodate the same ads shown in positions 1-3, or simply shift ads from page 2 over onto the first page to increase the amount of ads shown. If the top ads are simply being re-shown, this will almost certainly have an impact on CTRs for these top ads as they’ll be getting double served.

If Google are making this change simply to increase the amount of advertisers shown on the first page, then this is very good news for advertisers who are aiming for low-positions with their adverts, and will result in significant CTR increases for ads in positions 10-12.

And for the organic results?

With more and more sponsored ads being displayed on the first page of Google, as well as new features (e.g. site links, location extensions) being added to the sponsored links to make them more appealing to browsers, the big losers here are organic advertisers. The first page of Google is now more competitive than ever, so those people with first page organic listings will need to make sure their meta titles and descriptions are as appealing as possible in order to ensure CTRs are at least maintained at their current levels.

From AdWords ads now appearing at the bottom of search results By Click Click Media - | Online Marketing for Australian Business |

Free Optimised Landing Pages (That are actually full working websites) now offered to all our Google Adwords customers.

Click Click Media has long been shouting the benifits of having a landing page for your PPC / Google Adwords efforts but it is often out of reach for small / local businesses to pull something together. Often this process involves getting a graphic designer, coding the page and remembering all your web hosting details ect. Possibly even missing out on the benefits of advertising on Google Adwords because they don’t have a website or the whole process seems too hard.

Introducing our SAME DAY Adwords Landing Page

We put our heads together and discussed what WE would want if we had a small budget but really wanted to try using Google Adwords.

We came up with this list.

• A landing page that could double as a Website with unlimited potential for upgrade.
• An easy content management system.
• A website that could grow with my knowledge of online marketing.
• An easy way to track my return on investment.
• A fail-safe log of all enquiries to call on at any time.
• Not ever having to worry about backups, hosting ect.
• A blog to update.
• A professional solution, not a compromise.

And this is what we have done.

• We have built a WordPress Multisite that will allow us to setup a website within 1 hour.
• The website you will get will be customised to your design and company image and online within 1 day.
• This is a professional WordPress installation that you can modify and expand on as required.
• We have utilised form capturing software Jotform, allowing us to quickly and easily insert your enquiry form. This can be as complicated as you can imagine capturing all of your enquiries requirements. Also logging them into a PDF report accessible at any time.
• The base layout has been designed to capture and convert your visitors within 5 seconds.
• We have also allowed for a huge range of update and upgrade possibilities.

So What is the Deal? Features and Benefits

First, The T’s & C’s to get them out of the way.

• The Free Website / Free Landing page is available only to clients running Google Adwords Campaigns with Click Click Media.
• Our minimum daily budget for this deal is $5.00 per day.
• We have an additional campaign management fee. But don’t worry we also throw in a FREE $125.00 Adwords coupon.
• We have decided to make the minimum term 3 months, this ensures we get a reasonable length of time to optimise your campaign for conversions.
• Offer expires 30/12/2011

Now onto the features and benefits, This package has been designed for Australian Local businesses and it incredibly extensive. We are running this as an introduction to the power of Online Marketing and Google Adwords and are aiming to make many long mutually beneficial business relationships out of it.

Features

Professional Adwords Management:

• Conversion Focused Campaign. We focus on getting you enquiries at the least possible cost.
• On-going Management. Reducing Cost per click to increase potential traffic.
• Deal directly with the campaign managers
• Each with 7+ years in managing Google Adwords Campaigns.
• Google Certified Partner Company. We are endorsed by Google.

Website:

• FREE Landing Page Website designed for high conversions. You will be given administration rights to the WordPress back-end to make adjustments and updates as necessary
• Website will be up and running within 1 DAY
• FREE Blog to update
• FREE Backlinks to your main website to pass on rank and authority.
• FREE Google Analytics Integration
• FREE Google Conversion Tracking Integration
• FREE Email Address

SEO:

• FREE Google Places optimisation to 100% Completion
• FREE Keywords analysis & optimisation
• FREE Content optimisation – Meta description strategy
• FREE Full SEO crawl of your main website
• FREE Choose 3 Competitors to analyse against your business
• FREE Link building throughout your Adwords campaign. 5 Major directory submissions per month.

Administration:

• All enquires go straight through to your email address and are also logged permanently so you can recover them at any time.
• We teach you how to use your new website.
• We teach you how to access and understand Google Analytics
• We teach you how to understand your Google Adwords results so you can make accurate business decisions

So Many Bullet Points!

Everyone knows someone running a business that would love an offer like this, forward it to your mother-in-laws curtain fitting business or your brothers mechanic, they will love and benefit very nicely from this offer.

Call us for a chat on 02 9654 3323 or go straight to our Adwords Campaign Brief to get started.

From Free Website with Google Adwords. Optimised Landing Pages with High Conversion Rates [Commercial] By Click Click Media - | Online Marketing for Australian Business |

Things PPC can teach you for SEO

It is known amongst some that what can work for PPC can work for SEO, and vice versa – at least to some basic extent. That obviously does not mean that you only need to work on one, and the other will follow, but you can see that wins in one area can inform your decision making in another. This of course applies to things like copywriting, landing page optimisation, and of course keyword research. Google AdWords writers are aware that some small edits can have a drastic difference in your CTR (click through rate). So, why not try some of the proven rules of PPC copywriting to your SEO copy? Really, if it boosts your CTR in PPC, then could it not work just the same if used in the main title and the first few lines of your content? Also, why not look at it to improve your meta description, which could increase CTR from organic results.

What follows is 5 tips taken from my PPC experience, and applied to my SEO copywriting experience.

1. Experiment!!

See what I did there??

It is well known that testing an exclamation point on your PPC can often increase your CTR.

30 Day Warranty or Free Delivery? Which one will win?

Remember, an exclamation point shows passion, and a strong statement, which is the textual equal of raising your voice. So, when testing, you may see that it is more likely that you will grab a potential customer’s attention. Why not try this is your SEO Titles? It definitely won’t improve your organic rankings but let’s look at an example. If you put an article up about terrible customer service you received, you could go like this – “Commbank, What Is the Go?!” instead of using something like ‘Commbank, You’re Starting to Get on My Nerves” which will generate more clicks from Search Engines and social media channels like Facebook, LinkedIn and Twitter.

2. Use proven data and evidence

It is known amongst PPC Professionals that Symbols and proof improve CTR (click through rate) in PPC. How would you use this in your SEO copy? Instead of making vague claims, and I’ll use an example here – AdWords Professionals know and understand the benefit of Negative Keywords in PPC  campaigns, but how to make it a more strong statement? “Negative keywords can improve your campaigns performance” Instead, you could use a statistic “Negative Keywords can reduce wasteful AdWords spend by up to 30%” Of course, use real data, (not like I just did) as the internet is an open pool of resources to research statistics like the above.

3. DKI

Have you heard of Dynamic Keyword Insertion (DKI)? It is used to incorporate exact wording from the search query used into your ad on a dynamic basis. So, Apple may send searchers of a iPad straight to a relevant category page for iPads, and the ad title will mirror what has been used as a search term. So, for example someone might type into Search Engines “iPad 3 price” into a Search Engine, the title of the ad would appear “ipad 3 prices” which will have the normal ad copy like “Search our online store for iPad 3 Prices, Cheap Shipping Rates.” Users will tend to click on relevant ads the deliver exactly what they are searching for. DKI in most instances will improve CTR for most generic ads.

Now it’s pretty obvious, that you can’t do the same thing with your SEO Title, but you can copy the techniques used by anticipating some alternate variables on search queries that could assist in leading someone to your website page. If you are going to trial this, I recommend conducting Keyword Research prior. If through research you find that there are three vary similar search terms (like this – “dinner sets”, “white dinner sets”, and “stainless steel dinner sets”) you could then add three different pages to your website, with similar, (not the same, we don’t want duplicate content) with each page optimised for each keyword. That way you can rank for each variation, add content, pages and more relevance to your website which will increase traffic, CTR and feed over to increased conversions.

4. Test like you today is your last!

Here at Click Click Media, we are testing maniacs, we believe that what gets measured effectively, will effectively improve. The thing is that it is not easy to simply A/B Split Test a full website page as it is to test PPC ads, but it is far from impossible, and the results are extremely rewarding for CTR and Conversions, when done right! Use Google Website Converter which can enable you to test alternate versions of an article or page you have made for SEO purposes. It is like a landing page, although it has nothing to do with PPC – you want to capture your readers and eventually guide them to complete a desired action. Some elements that you could run for testing should include but not be limited to, title, length of words and word count, some  images which could include the number of images, and the content of the images, special offers and small variants, which should include the wording of the offer, sidebar links, and so on. The only limits here to test are the limits you place. I would recommend then using the data across your whole site, because you have collected the research to allow an educated decision.

5. Minimise Irrelevance

I’m guessing if you are reading this blog, you would have at some stage tried to write an AdWords ad, and you would probably know, it is hard to get out everything you want in such a limited space whilst being original, interesting and pumping in the odd USP (unique selling proposition). Now the good news is you can be more lenient when it comes to copywriting for your website for SEO purposes, but all the same you can apply what you know. When writing for your website, don’t fluff around with your content or say in 10 words what you could say in 3. Here is an example for a bathroom renovation business “ when researching a company for bathroom renovations, remember you get what you pay for” then you could narrow that back “Bathroom Renovations, you get what you pay for” The more words put in, does not make you sound smart, or like you care, it really could just be wasting peoples time.

In PPC, you really have to dilute your message and avoid any redundancy. If you’ve never tried to write an AdWords ad, trust me, it’s hard to say what you want to say – and be clever and interesting to boot – within that tiny space. Luckily you don’t have to be that concise when it comes to SEO copywriting, but the lesson is still valuable. When writing for the web, you never want to beat around the bush, bury the lead, or say in ten words what you could say in five. Earlier today, I wrote something like “When it comes to PPC, what you get out of it depends on what you put in.” Then I realized I could say the same thing in a lot fewer words: “In PPC, you get out what you put in.” More words don’t make you sound smarter; they make you waste people’s time.

Aim for Continuous Improvement

In both PPC and SEO you should aim to continually improve your results. It is always worth analysing your data and experimenting with your content to optimise both your SEO and your PPC. Click Click Media specialises in optimising both websites and Adwords campaigns. Feel free to contact us if you would like any further information or to see if we can help your business.

From Things PPC can teach you for SEO By Click Click Media - | Online Marketing for Australian Business |

Website Strategy. Plan your web presence to take full advantage of the modern internet landscape.

Modern website strategies go further than just developing and launching a website, plans for Social, SEO and PPC should be put into place as early as possible to ensure you are capturing and engaging your visitors.

Below is a simple diagram showing a planned web presence / website strategy along with explanations.

1. Your website.
The money site, this is where visitors come to lodge enquiries or make purchases. The end conversion goal.

2. Your Facebook page.
This page represents your company at a social level and its use is limited only by your imagination. Facebook is the perfect platform to launch promotions and products. It is also excellent avenue for testimonials and peer recommendations.

3. Your Twitter page.
Short updates about your company or industry. Use it as a network to keep up with the latest trends or engage your customers directly and start conversations.

4. Your Youtube channel.
Video marketing is a great way to further educate your customers on your products or services. Even if it is a 30 second clip of one of your staff members holding a product and going over its features, it will be loved by your potential buyers.

5. Your Blog.
Contribute to the internet as a community by offering useful articles. These can be advice, industry updates, messages from your MD or CEO and how-to’s.

6. Re-engaging your visitors.
Visitors to your online network will be offered opportunities to add your company to their social network via Facebook like, twitter follow and your blogs RSS feed. You should also offer subscription to your email marketing list to provide email updates.

7. SEO.
Running a web presence like this will already be helping your SEO efforts but at the very least you should be performing some basic SEO. You can start by ensuring the content on your website is relevant to what you are doing. You should consult with your web developer to insert the relevant page titles and meta descriptions in your site. You can also ask your suppliers and your industry networks to place a link on their site to yours.

8. Google Places / Maps.
Claim your business listing if you haven’t already and get it completed to 100%. Update this periodically and encourage your customers to leave a review on it.

9. Trial Google Adwords.
Google Adwords will deliver you traffic based on your selected keywords. They offer many incentives with free budget to get started along with some excellent training and support.

10. Remarketing.
This is slightly more advanced and will probably involve an online marketing company to do it for you. The reason its included it in the diagram is when running a network like this, if a potential customer visits your network but fall off before visiting your main site, advertisements about your company will follow them for a certain period around the internet. This ensures potential customers are given more opportunities to visit your website.

What does a website strategy like this cost my business?

It certainly will require a time investment but like any business this can be planned to ensure efficiency of your resources or staff.

Facebook business page = Free - https://www.facebook.com/pages/create.php
Twitter page = Free - https://twitter.com/signup
Youtube channel = Free - https://www.youtube.com/create_account
Wordpress blog = A minor setup fee from your developer or teach yourself (hosting / domain charge) - http://wordpress.org/hosting/
SEO site plan = Minor work for any seo company or teach yourself - http://www.seomoz.org/beginners-guide-to-seo
Google Places / Maps = Free - http://www.google.com/places/
Google Adwords = Free trials available - https://services.google.com/fb/forms/adwordscoupon/
Email Marketing = Free via Mailchimp - https://mailchimp.com/signup/

Of course all of the above can be expanded on by a professional online marketing company with custom designs, applications and templates along with professional SEO and PPC management but there is really no reason not to have the basics up and running.

Click Click Media now offers setups similar to this free with all of its web developments and SEO packages. If you would like to discuss Click Click Media putting together a website strategy for your business please contact us and we’d be happy to help.

From Website Strategy. Plan your web presence to take full advantage of the modern internet landscape. By Click Click Media - | Online Marketing for Australian Business |

SEO Do’s and SEO Don’ts

I’m going to dispel a myth; you don’t have to be a SEO expert or “SEO Guru” to make your website rank highly on Google, or any other Search Engine for that matter.  Search Engine Optimization, or SEO, is not as complicated as some “SEO guru’s” or “SEO Practitioners” may tell you.

There is no magic coding techniques, no special scientific methods some company’s know, and others don’t, it is not a black art, unless you engage in an untrustworthy company. It may be exhausting and annoying and you may even get a little frustrated at times. But, if you know and apply the basic rules, it can be rewarding and extremely beneficial for your business.

It won’t happen overnight or possibly even in a few months, but persistence pays off when it comes to SEO. What follows is some SEO do’s, and don’ts I have learned throughout my time as a Digital Business Strategist.

Some SEO Do’s:

1. Keep it as Natural as Possible – Search Engines like natural website behaviour. So, whenever you get a tempting proposal to pay for some miracle software to boost search engine rankings, remember there is NO miracle cures, no, “Snake Oil” so to speak.
2. Design your website for your client first and always first. Make it user friendly, easy to navigate, and update your content as regularly as possible. Implementing a Word press Blog is a great way to do this because you update your website with fresh content. What this does is it tells the Search Engine Bots who index your site that you are providing your potential customers with fresh, relevant, and up to date content.  When you put up content, try to tie the content in with the keywords you want to rank for. This does not mean spamming your content with constant keyword repetition.Remember, if you design your website purely for SEO and don’t keep conversions and your clients in mind, even if you get traffic to your website, it won’t convert high enough, and you may end up having to start from scratch.
   
3. On-Page SEO and site optimization – It is known and it is law – Google Tweaks there Bots to look at websites with human eyes, as much as possible anyway. Matt Cutts, who is Google’s Lead Developer, has said Google will make as many as 350 – 400 tweaks to their algorithms a year. Optimize your website according to the most valuable keywords first, and then work back from there. There are lots of free Keyword Research Tools out there, so make use of them when conducting your keyword research, and design the website in accordance yet with the client at the front of your mind.
4. Links, Links, Links – The online world equivalent to: “Location, location, location”. Links are the foundation stones of any Search Engine Optimisation strategy. This by no means should mean that you go and source links from a one page bakery website in Iceland. Instead, focus more on the Quality of your links, then the overall quantity.  Overall however, the quality and the overall quantity of the links are your main criteria you should focus your time and resources towards as it is the main criteria for rankings. Constantly research ways to ascertain links and utilise techniques like link exchanging, article submissions, affiliate marketing, link buying and so on. The web is an endless source of resources so there is no excuse not to be researching new ways to acquire links.
5. Automate and Delegate – It can be quite time consuming if you try to do this all on your own, especially if you are running a business – There is software out there that can automate the process for you and you can always outsource some of your search engine optimisation to other respectable company’s. Always research a company before engaging them in SEO. Remember those companies that cold called you with the miracle SEO techniques no one else has?
6. Research, Research, Research – The web is endless amounts of knowledge and research put in by people over time. There is no excuse for not thoroughly conducting your research prior to starting SEO and keeping up to date on the latest and greatest. I recommend keeping the research going about once a month, at the least!

Some SEO Don’ts:

1. Do not shoot and then forget after a month – SEO is an ongoing task. You won’t see amazing results in a week, or even in a month. Work on a gradual website building strategy. It is like going to the gym. You don’t go to the gym and go ridiculously hard for one month and then stop. You take your time, and gradually build up to your goals by setting out a plan and steps to get there and building on what you have already accomplished. The same applies with SEO, set a building plan on your site via Blog Posts, Page Additions and Link Building. This will manoeuvre you closer and closer to those first page results.Do not optimise your website solely for Google –
2. Google is not the only search engine there is. Yahoo and Bing also hold down there share of the market. Work to get your website across all those search engines, or the most relevant search engines based on your location. This will also tie into your research that you conduct.
3. Don’t set up your website solely for Ranking Purposes – I touched on this a few times, but it is important so I am going to hammer it home. Set up your website for users first, search engines second.  Remember what your goal is, which is always conversions of some sort. Make sure your website is conversion friendly.
4. Do not rest Solely on SEO for Online Marketing – There are a number of other ways to generate traffic and drive conversions through your website. Pay Per Click or Google AdWords is a great way to generate traffic and conversions, and if you utilise tools like conversion tracking, you can actually ascertain the top converting keywords for your website, which you can then feed towards your SEO strategy.
5. Do Not Engage a company with the “Miracle SEO Tactic” – As you can see, there is no miracle cure, and no one company has the miracle cure. When engaging a company to assist with your SEO, look at their track record and the consultant you are dealing with track record as well. If you here things like “we guarantee top place rankings or you don’t pay” , that should ring alarm bells, as Google Will state in their own Guidelines to be wary of SEO providers who offer Guarantees. The reason is those 350 – 400 tweaks. If Google, for instance is making that many tweaks to their algorithms, how can any one company guarantee what they don’t know?

Now, you have the major Do’s and Don’ts, you are ready to get started.  Remember, it may not happen overnight, but the rewards are more than beneficial for your business and can give the edge over your competitors. Good Luck!!

From SEO Do’s and SEO Don’ts By Click Click Media - | Online Marketing for Australian Business |

Google AdWords / Pay Per Click 101 / Advertising for Small Business

Looking at running a Google AdWords Campaign? Let me start off by giving you a link that will help you with those abbreviations you will hear AdWords Folk talk about and use – http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6828.

Now, as an Online Business Strategist and Business Development Manager, I have implemented and set up multiple SEM (search engine marketing) campaigns. So, what goes into the setup of a successful Google AdWords or Pay Per Click (PPC) campaign?

I would like to look at this now, and I will be looking at it from a perspective of a Small to Medium business, for this, a towing business xxxx towing.

Google AdWords AKA: Pay Per Click (PPC)

This is a simple, quick, yet highly effective way of generating traffic to you your website. For those who are new to this, here is how it works:

Assume for a minute you have a towing business, and you want to market it on Google. You set a daily budget; let’s say $10 per day. You also need to set an amount you are willing to spend per click through to your website, a  ‘bid’ per click’ (or “Maximum Bid”). So for this, let’s say you bid $1 per click. Now your new website is xxxstowing.com.au, and you want to appear for a keyword like ‘towing castle hill’. When a user, obviously in need of your service, types in this keyword, results will then be shown by Google.

Google AdWords Example

So, the Pay Per Click Results are shown on the top middle, and down the right hand side. So far, you have not been charged a thing. Now, let’s say the user then clicks on your ad, and goes through to your website, you will then be charged the $1 for that click, which then leaves you with a $9 daily budget. Easy, right? Well, If you have tried this, you know it is not that simple. Most business get stuck here and are left scratching their head with ‘how do I make it work effectively?’ or ‘ I have spent $500 dollars over a month and have not gotten a single enquiry, and the one I did get, wanted to know what type of wheels I use on my pickup truck. I hear this all too regularly!

I would like to dispel a myth: You don’t need to spend thousands of dollars a month to generate a ROI (return on investment) from Google AdWords.

Here are some tips if you are looking to set up your own campaign.

How will they make a decision?

What is your target audience, and what are your goals (always take into consideration your budget you can allocate, be reasonable in your goals based on your budget) and then, what is it you want from a potential customer when they land on your website?

• Provide information?
• Get a registration?
• Brand Awareness?
• Sales? (I could hear people screaming YES!)

Setting up your campaign

Set your campaign up based on structure and a theme. Separate your ad groups into categories of products, and write ads for each of those categories to be more relevant for users who search. Enclose in your ad a clear message; make sure you clearly define what you are offering. All your ads will need to be sent to the relevant page on your website for the categories on your website. Or, design a landing page with Calls to Action and USP’s (unique selling points) with only relevant information and an easy to navigate structure.

Remember, when users visit your site, they automatically (without thinking) seek answers to questions.

• How credible is this website?
• Why should I click here?
• What benefits does this offer me?

Promote Promote Promote!!

It all starts with selecting, carefully, a fine-tuned keyword list. Make sure you have a specific theme, use related phrases, synonyms, and misspellings are important.

Some helpful tips.

1. Use multiple keyword matching options.
2. Implement negative keywords to filter irrelevant traffic, which will minimise the campaign cost (and improve conversion rates!).
3. Make sure product extensions are on.
4. Smart phones are huge! If your website is mobile friendly, make sure mobile targeting is on. If not, you may want to think about speaking to your web people about ensuring your site is easy to read/navigate on mobile devices.
5. Enable Search and Content network  if you’re looking for high traffic volume. However if conversion rate is your main focus, you may want to stick to search initially as Google’s content network generally does not perform as well as the search network.

Action?

So, your message has got across to your desired audience. Let the action begin!

Your primary focus here is the Client! Remember, the client’s experience when promoting online is extremely important. As much as you can gain a potential client online, you can also lose one, and this happens faster than you can say “customer”.  Put work into your landing page, this is your shot to get a client. Make sure it is easy to navigate, with Calls to Actions, USP’s, and you are giving a good impression of your business with the website layout. If engaging in AdWords, put some time into your website. This is your main gateway to success.

Potential Clients seek fast, simple and profitable solutions to their requirements. Make the conversion process as simple as possible.

As frequently as possible, monitor the campaign performance. Remove possible obstacles, (i.e. too many different places they have to click, or too many forms that need to be completed). Make sure the user feels safe to interact with your website. In summary, the simpler it is, the better and higher chance of conversions.

Here are some tips on how you can make ongoing adjustments:

• Always monitor and adjust your bidding settings.
• Eliminate non-performing keywords.
• Try to have multiple ads per campaign categories, and test which generates the highest CTR (click through rate)
• Try different calls to actions on your page.
• Mix it up with your landing page, use other layouts, and measure which works more effectively.
• With AdWords, what gets measured improves! This is law!

From Google AdWords / Pay Per Click 101 / Advertising for Small Business By Click Click Media - | Online Marketing for Australian Business |

Google AdWords –The right Management can make the difference

Whether you’re running a small online business from your home, or managing a national company, you’ve no doubt heard about experiences many people have had with Google’s ‘Pay-per-click’ advertising platform, AdWords.

If not, some quick Google searches will quickly tell you that this method of advertising can either be a money pit for your business that eats up thousands of dollars with little return, or the golden ticket your business needs to see it grow & prosper.

Below are some tips to help ensure that rather than waste your precious time and money, your next attempt at running an AdWords campaign is as effective as possible.

Utilise the help of a Search expert. Unlike many traditional forms of advertising, AdWords cannot simply be launched and forgotten, In fact this is the mistake many people make when running a campaign. Your campaign must be carefully constructed, then monitored, analysed, and optimised on almost daily basis. And while you’ll be able to run a basic campaign yourself, performance will be optimal when you’ve got an experienced professional doing the work for you – think of your AdWords campaign like your car. Sure you’re able to pick up a book and perform a basic service by yourself, but it takes a professional to spot the real problems that may end up costing you big money later on down the track.

 Track absolutely everything! The beauty of AdWords is that with the right set up, you’re able to track almost everything. From the amount of traffic you’re generating for your website, to the search terms people are using to find your advert, all the way to which search terms have resulted in a sale on your website. This information is a necessity in ensuring your campaign is running at its highest potential. So ensure that AdWords’ built in ‘Conversion Tracking’ software has been installed onto your website before running any activity. This will allow you to quickly see which keywords you should be spending money on, and which keywords are performing poorly and therefore should be removed from your campaign.

Qualify your traffic at the advert level. As you’re paying for each click on your Google ads, it’s extremely important to ensure that every click on your ad has potential of making a sale/enquiry. This can be done in a number of ways, including:

-          Make sure your adverts are very clear in conveying what you want visitors to do once they’ve entered your site. Whether it’s to buy one of your products or enquire about a service, make sure your ad creative is crystal clear in telling people exactly what you’re offering.

-          If you’re advertising a service, always mention your service area in your adverts. This will prevent people from outside your service area clicking on your ad and therefore wasting your advertising budget. Google does allow you to target your audience by location; however there can be issues with this occasionally so using locations in your adverts will ensure your traffic is as qualified as possible.

-          Mention pricing. This will ensure that the people clicking on your advert (and therefore consuming your advertising spend) are happy with your price before being sent to your website, and are therefore more likely to convert into a sale. Some advertisers will try and steer away from this when their prices – especially when their prices are above that of their competitors, but to ensure your conversion rate is as high as possible it’s best to make sure your site visitors are happy with your price before they click your ad. If your prices are higher than some of your competitors, it’s also a good idea to use incentives in your adverts to show added value (e.g. free delivery, special deals etc.).

Work on your ‘Click-Through-Rate (CTR)’ – and don’t stop…ever! AdWords is designed in a way that incentivises advertisers to make adverts as appealing as possible. It does this using a measurement called “quality score”, which gives your keywords a rating between 1 and 10. The higher your quality score, the lower your click costs (aka ‘Cost-Per-Click’ or ‘CPC’) will be and therefore the better your campaign performance will be. The strongest variable in increasing quality score is your ‘Click-Through-Rate’ (or simply CTR), which is calculated by using the formula ‘advert clicks / number of searches’. Therefore, you must do everything you can to improve your CTR and never stop working to improve it. Ensure your adverts are highly relevant to your services/products; make your advert stand out in any way possible via the use of special deals, incentives, etc. and make sure your keyword list is targeted to the products/services you offer.

Make use of AdWords’ transparent reporting functions. AdWords has a range of reporting functions that allow you to see exactly what your campaign is doing. Here are a few of our favourites.

-          Search Query Reports. This report shows you exactly what people are typing into Google to find your ads, and the importance of this information is massive. If you’re running a campaign to sell cars, you might have the keyword “buy cars” within your campaign. Because of AdWords’ broad targeting function, Search Query reports might show you that you’re wasting a lot of money on searches made by people using “buy toy cars”. You’ll then be able to add the word “toy” as a negative term within your campaign to ensure your adverts no longer appear when someone makes a search containing this word.

-          Location reports. This report allows you to break down your clicks & conversions by city. Information like this is extremely helpful in improving conversion rates for your campaign. For example, if you’re running an Australia-wide campaign and see that Brisbane traffic isn’t converting for you, simply disable your ads from showing in Brisbane!

-          Hour of day reporting. This level of reporting can be very useful, especially for services such as emergency plumbing where most people will be looking for a company at a particular time of day.

NEGATIVE keywords. The key to any conversion-focus AdWords campaign is negative keywords. Negative keywords allow you to stop your adverts for appearing for unwanted searches relating to your services or products. If you’re running an ecommerce site, add negative keywords such as “courses”, “training”, “jobs”, “free”, etc. you can also use your search query report to find high volume but low converting search queries and set these as negatives.

Hopefully with these tips, you’re ready to start work on your own AdWords campaign and start generating that positive ROI. To summarise:

- Invest in the help of an expert. They’ll find the holes in your campaign’s leaky (and money filled) pipes!

- Ensure you’re tracking everything, right down to your on-site conversions!

- Qualify your traffic at the advert level. Make sure the people clicking your ads are as likely to convert as possible!

- Constantly work on improving your ‘CTR’. The better your CTR, the less you’ll pay for traffic. This is key in getting the edge on your competitors!

- Utilise all of the AdWords reporting tools. The more you know about your traffic, the easier it’ll be to target the right people.

- Make use of negative keywords. Only show your ads to people who are likely to result in a conversion on your site!

From Google AdWords –The right Management can make the difference By Click Click Media - | Online Marketing for Australian Business |

The Value of SEO to Small Business

Being the owner of a small business, you have probably heard the term “SEO” thrown around, but do you really understand what SEO is? Now you may have some sort of SEO Strategy currently or previously in the works and you would probably be implementing some sort of SEO Techniques.

But, are you aware of exactly what SEO can do for your business? Especially a small business? SEO is an extremely strong tool, and, if used correctly, can provide amazing benefits to your business exposure.

But, what is the real value of SEO to small business? The Below will explain:

Local Customers:

When users go on Google, and search for a product or service, a large majority of the time the will want to utilise a local provider either because of location or trust value (no one wants to drive father then necessary). Google Places considers your business location as a primary factor in determining who appears highest to lowest. Business can use the optimised Google Places page to provide potential customers important information about your business and also gives them the relevant details to be able to contact you.

When I was working previously at an online marketing agency that specialised in SEO, I noticed how this simple, free, yet highly effective way of generating business got missed. Google will give preference to your location, so there is no excuse for not being there, especially considering that your competitor in the local market probably is and will be generating business through it.

Tip: A good SEO technique to help grab your local market is putting a location in the keyword phrases you wish to target. So, instead of aiming for the word “Handyman” as your keyword, try using “handyman castle hill”. That one keyword will have much less competition for you to compete with for rankings where as “handyman” brings up a range of business in your city / state. Users who search by location are also much farther along the buying process, and are looking for it in your AREA! So in summary, SEO will help you generate more local business.

Awareness

In business there is a basic rule, Awareness Increases Chances of Sales. It is proven then people are unlikely to even consider your products / services if they are not aware that your business exists. Google gets 91 Million searches a day and a very small percentage, but percentages none the less are looking directly for your company’s specifications. SEO, implemented properly, will ensure that your website gets top rankings, which will enhance your visibility and thus generate more traffic to your website which will then increase your awareness.

Keyword Selection is important for this and you need to make sure that you place the keywords with relevant density throughout the content on your website.

Expenditure

Television Commercials, Radio Spots, Major Newspapers are all expensive correct? It is not relevant for most small business to even consider the expenditure for these forms of marketing. So, using your website as an advertising tool is more than a good idea.  Some hosting companies will allow you to create flash content on your site at a nominal rate, so any specials, deals or discounts that you want to promote through your website, can vary easily be put on your site.

Once your website is properly optimised, it will then start attracting relevant traffic which you can then use to get your message or promotion across to your audience. Word of mouth can then spread through your local demographic, which then generates exposure.

A properly optimised website will allow you to reduce advertising expenditure and it will not compromise on the reach of your message and a properly maintained and well optimised website can hold down rankings effectively which can allow you a base to run promotions when you choose without large overheads.

Consistency

Without beating around the bush, SEO for some demographics is extremely competitive. Search Engines Rankings change frequently. When I worked for the largest and most prestigious SEO Agency in Australia, they ranked 1^st on Google for the keyword “SEO”. What I noticed while I was there was that the rankings below us changed, and they changed frequently. Google has said they will make 1 change a day to their algorithm on average (most being small changes), which means that the need to consistently monitor your rankings, and tweak your SEO based on what is being put out by Google in there changes and updates. You may need to re-do your whole strategy, but the result for your business will be well worth it! So do IT!

Over time (I have seen this with my previous company) when you maintain your websites top rankings, and users regularly search and see your website, this will gain you trust and reputation, as an expert and trustworthy business within your field. This is more than beneficial for your business.

From The Value of SEO to Small Business By Click Click Media - | Online Marketing for Australian Business |

Social Media Disasters of 2011

I have been following some Social Media “Catastrophes” over the previous few weeks and there is one story that has really caught my eye for a number of reasons.

Let me explain:

Two years ago, Fluid Hair, a hair salon in Canada did a Social Media Photography shoot to promote their salon and in the last few weeks, this shoot has blown out of control on the Social Media front.

Fluid Hair's Photo Shoot - "Look Good In all You do"

What you see above is one of the photos (six in total) from the shoot which was labelled ‘Look Good in All You Do’.  The outcry has arisen about the girl in the photo, who is sporting a bruised eye, with her proposed husband, holding a diamond necklace and a smug face. Fluid Hair also took photos of the girl while she was having her make up done for the shoot. They displayed their photo on their Facebook page with the title, ‘Hottest Battered Girl Ever!’. Hmmmmmmmm…

Now, what has followed is a ‘social media’ frenzy about the fact that this promotes Domestic Violence. Facebook users have flocked to their page to have their opinion on the shoot. One user writes “I am disgusted that your salon is glamorizing domestic abuse. I hope you will seriously re-consider the ramifications of what a picture like this is promoting. Shame on you! “

So, does this promote domestic abuse? I personally think the promotion is a little tasteless and hurtful to those that may have suffered at the hands of domestic abuse, but this is not what I am writing about.

Chris Brown punched Rhianna, yet two years later gets a standing ovation at the MTV Music Awards. That being the case, what standard does that set in general, and can Fluid Hair be blamed for this promotion, or is it a problem in society?

One week later, photographer Tyler Shields, did a photo shoot of Heather Morris, TV Star on the series Glee.

Glee Star Heather Morris's controversial photo shoot.

What we see here is another photo which could be said to actively promote Domestic Violence.

The above aside, let’s take a look at what is happening now. Fluid Hair has grown by seven hundred fans since the incident took place. They say any exposure is good exposure… what do you think?

Bing Lee ran a Facebook Promotion when the QLD Floods happened about four to five months ago. They offered to donate one dollar for every ‘Like’ they receive on their Facebook page. It was not long before outcry’s went out stating that is was wrong for Bing Lee to try to profit from a natural disaster, yet, they grew from a few thousand ‘likes’ to ten thousand in the space of one week. News articles popped up, yet the majority of their Facebook fans could see that, “at least they were donating money, which was more than you could say for a lot of the major brands”.

Bing Lee – Now boasts a fan base of nearly 13,000.

Fluid Hair – Now boasts a fan base of nearly 1,600, and now has exposure, worldwide.

Links to articles

• Fluid Hairs Facebook Page (with photos and comments)  – www.facebook.com/fluidhair
• Sydney Morning Herald Article – http://www.smh.com.au/lifestyle/fashion/in-the-black-eye-of-the-beholder-20110901-1jmyz.html
• Article on Glee Photo Shoot – http://www.buzzfeed.com/gavon/glee-kid-in-domestic-abuse-glamour-shoot
• Bing Lee QLD Floods SMH Article – http://www.smh.com.au/technology/technology-news/bing-lee-bruised-by-queensland-flood-donation-backlash-20110112-19nl8.html

From When Social Media goes horribly wrong yet yields results By Click Click Media - | Online Marketing for Australian Business |

A New Value Proposition

In comparison to the more mature markets like the USA and UK, to date, Australian businesses  have been relatively slow off the mark in developing their online presence.

Australia’s online retail sales of $12 Billion in 2010 with expected growth of 10 to 15% in 2011, will represent about 5.5% of total retail sales. (The UK is around 9% and the US around 7%)

Most Australian consumers, even if they are not buying online are searching online prior to buying either goods or services. Smart Australian companies have realised the upside in developing their online technology and offering customers multiple channels to market for their products.

A new scenario is emerging where suppliers are engaging directly with their customers via Facebook, or other social media using computers and mobile phones. Going forward we can expect a different consumer model where the future growth in spending leans towards online technology driven by both price and convenience.

All suppliers, whether retailers, manufacturers or service providers must improve their customer value proposition by increasing their channels to market if they hope to survive. The expected structural shift in consumer spending means that online growth is expected to be at least double  that of traditional growth.

Australian companies need to move quickly to capitalise on this emerging trend rather than leaving it to off-shore suppliers who are already cashing in on the Australian market.

From Online Marketing – A New Value Proposition By Click Click Media - | Online Marketing for Australian Business |

Adwords call to action ideas for your next ad creative

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From Call to Action Idea’s for AdWords Campaigns By Click Click Media - | Online Marketing for Australian Business |

How to create a Facebook Landing page from your WordPress theme.

In house we use a specially designed Joomla template we have developed to use for our facebook fan pages but I was wondering if you could create one straight from your current wordpress theme (as we have decided to create our new website in wordpress). This could enable you to keep the same look and feel of your wordpress site and keep the same CSS. I’m not sure of all the applications for this yet, but I’m sure there would be some interesting ones out there.

The beauty of it is all updates to your theme and styles would also update your Facebook pages along with the easy adding and updating of its content.

This is how I did it, it is very simple and would only take at most half an hour, (some understanding of wordpress structure and coding is required.)

1. Find your theme’s full width page template file (eg page_fullwidth.php), within your theme’s directory, or if your theme doesn’t support one create one by following the instructions here: http://millionclues.com/problogging/wordpress-tips/make-full-width-page-in-wordpress/

2. Create a new custom page template from the full width page template you have located by modifying the following code’s *Template Name:_____ then saving it as a new file. (you should find the template under your theme’s directory. Download it via your ftp to your local)

Eg new file = facebook_page.php

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<?php
/**
* @package WordPress
*/
/**
* Template Name: INSERT YOUR NEW PAGE NAME HERE
*/
get_header(); ?>

3. Get a copy of your header.php and footer.php files from your theme directory, download to your local, and rename them to suit. eg: facebook_header.php / facebook_footer.php

4. Link your new header and footer to your custom page template by changing the following codes within your new page template.

For the header find the:

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<?php
get_header(); ?>

Change to

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<?php
include("facebook_header.php"); ?>

Or what you have named your new header to

For the footer find the:

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<?php
get_footer(); ?>

Change to

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<?php
include("facebook_footer.php"); ?>

Or what you have named your new footer to

Further instruction and source from: http://www.davidrisley.com/how-to-custom-page-template-wordpress/

5. Find your container DIVS. Check an existing page using Firebug http://vimeo.com/20917974 or similar to find your container div’s. Take note of the class assigned to them in my case it was .container_24 & .grid_24 with the property width: 960px; You can use Firebug to dynamically change the classes and preview how it will look. Go through your new page template and search for the div’s with that class assigned to them.

In my case the following were from the page template:

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<div id="content-container" class="container_24">
<div id="main-content" class="grid_24">

I changed them to 520px is the width allowable for a Facebook fan page. (note I was lazy, you should actually create a new class within your style.css sheet and assign your new width to)

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<div id="content-container" style="
margin-left: auto;
margin-right: auto;
width: 520px;
">
<div id="main-content" style="
display:inline;
float: left;
position: relative;
margin-left: 0px;
margin-right: 0px;
width: 520px;
">

6. Look for the similar classes within your new header and footer files and modify them with your new style also.

7. Preview what your new template will look like by uploading your new files to your theme directory. Create a new page and under the ‘attributes’ section change the template from default to your new ‘facebook_page’ template.

8. Chances are you will need to make a few more modifications to your new facebook_header and facebook_footer files to neaten everything up. Assign new styles to the elements that are out of place to bring them back in line. In my case I just removed a lot of the features such as the menu and two of the bottom widgets by removing the code from the templates entirely. If you want to include additional widgets within your new Facebook page check out the instructions here. http://www.tipsandtricks-hq.com/how-to-add-widgets-to-wordpress-themes-footer-1033

9. Create your Facebook App by heading over to http://www.facebook.com/developers/ and selecting create a new app. Choose your newly published pages url as the canvas url on your facebook app. If you are unfamiliar with how to do this please follow the instructions located here http://socialmouths.com/blog/2011/03/16/how-to-build-a-facebook-landing-page-with-iframes/

10. Removing the scrollbars from your Facebook landing page.

Removing the scrollbars from your Facebook page by adding the following code to your new page template and your new header template.

Add the following code to your new page template before the get footer

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<div id="fb-root" style="width:1px;height:1px;position:absolute;"></div>
<script type="text/javascript">
window.fbAsyncInit = function() {
FB.init({appId: 'YOUR APP ID', status: true, cookie: true, xfbml: true});
FB.Canvas.setSize(true,100);
};
(function() {
var e = document.createElement('script'); e.async = true;
e.src = document.location.protocol +
'//connect.facebook.net/en_US/all.js';
document.getElementById('fb-root').appendChild(e);
}());
</script>

(there are other ways to accomplish this, search ‘remove scrollbars from facebook i-frame’ on google)

Then add the following to your body tag within your newly created header file.

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<body style="overflow:hidden;"

11. Play with your newly created templates until everything looks good! And you’re done.

To view what was done please visit = http://www.facebook.com/ClickClickMedia?v=app_142640412467418

I guess this same could be applied for a category feed filter or even a blog feed. I didn’t create sub pages with mine but it can easy be done by adding a new custom menu or even just interlinking your new pages.

I also modified the new templates links to <a target=”_blank” … so any links clicked would open in a new tab instead of within the same i-frame.

I hope the above has been useful, if you have any questions just ask in the comment section below. I will be updating this post if needed after another party has followed my instructions to double check and include anything that may not be explained properly.

PS: If you need help or want us to do this for you please contact us with your details.

From Create a Facebook Landing page from your WordPress Theme. By Click Click Media - | Online Marketing for Australian Business |

Optimising With Negative Keywords & Checking Your Search Terms

I have been managing & optimising Google AdWords campaigns for seven years, in this time, nearly every campaign I optimised had not included negative keywords in their original campaign.

Negative keywords are a necessity for any AdWords campaign.

By including negative keywords in your campaign can generate more highly-targeted impressions and clicks. It can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your return on investment.

An example of a negative keyword is ‘-hire’, which tells the AdWords system not to show your advert for any search containing the term ‘hire.’

Discovering Potential Negative Keyword in an Existing Campaign

Below is an illustrated guide on how to use your searched terms to discover negative keywords.

1. Enter the “Keyword” tab of your campaign.

At the campaign level this is the list of keywords used throughout the campaign. You can also narrow it down to the individual Ad-group you want to optimise or work on.

2. At the very bottom of the keyword list you will find a link to expand your negative keywords.

These are split in to Ad-group specific and Campaign wide negatives.

 3. Underneath your graph you will find a button “See search terms…”

This is a listing of all search terms that have displayed your ad with all the relevant information next to them. Be sure that you have the correct date range selected.

 4. Choose keywords that are irrelevant and you don’t want to show up for.

By introducing negative keywords, you will increase the overall quality of your campaign. It is good practice monitor the search terms regularly to find any negative keywords you may not have thought of.  By monitoring your search terms, you may also find great keywords you may want to add to your campaign.

 5. Add the negative keyword to your campaign by selecting the “Add as a negative keyword” button.

6. Refine your keywords then save them.

Remember negative keywords work the same as normal keywords with the different match types. Choose if the negative keyword applies just to the Ad-group you are working on, or the Entire campaign.

Article written by Claire Wendell

If you have any questions or want some advice please ask! Let me know your thoughts or questions in the comments below or contact us directly.

From Google AdWords How to Optimise your Campaign with Negative Keywords By Click Click Media - | Online Marketing for Australian Business |