Services provided: National SEO, Local SEO, SEO for Website Redesign, Google Ads, Analytics (Google Tag Manager & Google Analytics), Reporting (Google Data Studio, Excel & Google Sheets).
When owner, Donald, first came to us several years ago, he said he was getting no enquiries. Within a week or so of us overhauling his Google Ads (formerly AdWords) account, he called me to say the phone had started ringing and he was getting several enquiries a day.
We started by restructuring his Google Ads campaigns but quickly moved on to other things such as tracking and addressing basic SEO issues.
One of the most important aspects of website marketing for any service business is to track what people are doing on its website and define the most valuable actions as goals or conversions. Those valuable actions may be submitting contact forms, callback request forms, clicking on links to call you or clicking on links to email you. This is what Fargil’s website was built for. If it wasn’t fulfilling that purpose, it could have been a waste of money.
To track those things, we deployed GTM (Google Tag Manager) which works in conjunction with GA (Google Analytics).
The beauty of tracking conversions is not just that you have meaningful performance metrics for your website but that you can use that data to improve your Google Ads account performance by using automated bidding strategies such as maximising the number of conversions.
We used Google Data Studio to create stunning data visualisations that enabled the owner to understand, at a glance, the effectiveness of his SEO and Google Ads campaigns.
Google Ads (formerly AdWords)
I made the first changes to Fargil’s Google Ads account in August 2016 and within a week or so I received this message from the owner “We are getting a couple of enquiries in each day which is 100% better than what it was before you started looking into it.“
Fargil came to us when enquiries had dried up. It didn’t take long to find out why! A previous Google Ads service provider had created adverts which were taking visitors to pages of the website which had been deleted. Google staff had intervened and attempted to improve the campaign. In fact, they set up a new campaign of their own but copied across from the first campaign the same errors into the new campaign. We corrected the errors, re-structured the campaign and boom! Cost per click plummeted, click-through rate soared and clicks increased all whilst daily spend remained the same.
The real proof, though, as any Google Ads expert knows, are metrics such as sales, bookings, conversion rates and return on investment which tell us whether we are getting more business from our advertising spend and whether the advertising spend is profitable.
When you have the right tracking in place to provide more valuable insights, metrics like cost per click, click through rate and even number of clicks are not that important.
Which would you prefer – to pay £5 per click and get £20 of income i.e. make a profit of £15 or have a lower cost per click of £2 with no profit? Cost per click quickly becomes irrelevant as an objective once you start focussing on maximising profit.
The graphs below show the same metrics as above but split by service provider – first service provider, then Google, then AdJuice. You can click on any of the next 4 images below to get a full size version.
It often comes down to attention to detail. There were also ad site links with non-existent landing pages. It can pay to outsource to an expert to do a complex job that requires skill. Fargil is an expert and the first company in the UK to offer specialist UK-wide conservatory valeting and repairs. If I need my conservatory repaired, I’ll know where to go and would not attempt it myself. We’re both better off doing what we’re good at and paying somebody else to do the rest!
Have you spent a fortune on Google Ads but can’t understand why it’s not generating enquiries? Could you be paying for your adverts to be taking your visitors to a page like this?
“One of the best decisions that I made was when I was recommended to AdJuice. My business has gone from strength to strength under the watchful eye of AdJuice looking after my online activity. I no longer have to worry about where my business ranks in google and it allows me to concentrate on increasing my company’s business.”
Donald Minchin, Owner.