SquareEyes Marketing

Marketing Strategy, Logos, Websites, SEO, & Copywriting

You are here: Home / Archives for Strategy

How To Achieve Digital Marketing Glory With Going Bonkers Like Me

by Leave a Comment

Sitting in the digital marketing hot seat? Overwhelmed by the constant avalanche of buzzwords, tactics and three-letter acronyms? Chill. Download my e-book & know all the answers…

The other day I pushed out a blog post as part of my digital marketing strategy. It was about how my new Belgrave graphic designer is better than I am and how this means we here at SquareEyes Marketing are fully equipped deliver you awesome logos and other graphic design stuff.

digital marketing hot seat

Are you in the digital marketing hot seat?

Also the article was clearly designed to attract some long tail search engine traffic should anybody in the local area be searching for a graphic designer online. When I started to write I was faced with the usual problem that, you know, apart from mentioning the target keywords, I didn’t really know what the hell to write. I mean I don’t know about you but I find so many of the (excessively plentiful) digital marketing blogs out there so very, very straight, boring and repetitive. It was also the fourth blog post I’d written that day and clearly I was starting to trip out on caffeine.

So the post got a bit wacky and I ended up kind of telling a story about how poor my graphic design skills are (they suck) and you know, I kinda threw in a few dick jokes along the way. As you do, right? [Read more…]

Service is the Key To Happiness

by Leave a Comment

Service is the Key To Happiness

By Seamus – Owner of SquareEyes

This may sound like a bit of a fluffy thing for a small business to be putting on its website but it is important because it underlies my whole philosophy of business.

You see for me money in and of itself is all very well and good if you have it, and a total pain in the rear if you don’t – but it doesn’t really have much soul.

“Service” on the other hand, provides meaning and more specifically is the key to happiness.

[Read more…]

How To Get More Website Traffic

by Leave a Comment

How To Get More Website Traffic

Ok – so you have a website – but where’s the traffic? It’s like a cyber-ghost town in there!

It can actually be a really hard slog to get more visitors to your site unless you know some fundamental methods that the experts use. Here are some suggestions:

10 Ways To Get More Website Traffic

  1. 1 – SEO – Get your website optimised by a professional to attract more free traffic from search engines like Google, Yahoo and Bing (MSN).

    2. [Read more…]

Scientific Advertising 2.0: Why Split Testing Is Back and Badder Than Ever in the Online Marketplace

by Leave a Comment

Scientific Advertising 2.0: Why Split Testing Is Back and Badder Than Ever in the Online Marketplace

While Google charges money for it’s advertising, it helps people to get the best out of their advertising by providing free software to help build, manage and improve your online marketing and advertising. The most important of these are the “Big 3” combo that is Adwords Interface/Adwords Editor, Google Analytics, and Google Website Optimizer. [Read more…]

Scientific Online Marketing: A Complete and Effective Process for Marketing Your Business Online

by Leave a Comment

The Revolutionary New Way To Inexpensively and Dramatically Increase Sales (and The Solution To The System Overload)

Here at SquareEyes, we have recognized that while there are all many different areas of specialization – SEO, SEM, PPC, Landing Page Optimization, Copywriting, GWO split-testing – they are all really just a parts of a process all designed to lead to the same end result: Conversion.

What is “Conversion”?

“Conversion” is just jargon for online sales, phone or email enquiries, opt-in email list sign-ups, free report downloads, whatever action you want your website visitors to take.

Scientific Online Marketing is this very process. It’s a process we at SquareEyes have recognized already exists but is generally being executed in a haphazard and disjointed way.

But when you take these disparate elements of online marketing and consider them all at once, you can easily see how they all fit together into a logical process, a process that – if done properly – is so seamless that is is really quite beautiful – especially if your idea of “beauty” is an upward-pointing arrow on your sales chart!

Scientific Online Marketing: A Complete and Effective Process for Marketing Your Business Online

Basically Scientific Online Marketing, or SOM for short*, is a system of promoting your business that has several stages and which specifically implements the concept of “split testing” to ensure the best results.

*Hey – you gotta have an acronym right?

The Scientific Online Marketing Wheel


1) Website Design (or redesign if necessary, which it often is) and Optimization. This includes your landing pages which are the pages that people who click on your ads will land on when they click through. This is Split Test Point A

2) Sales Copy (this includes video and audio). This is Split Test Point B

3) Search Engine Optimization (SEO) – which means configuring your web pages properly so that the search engines (Google, Yahoo, etc.) can find your website easily for relevant search phrases.

4) Pay Per Click Advertising Campaign – Google Adwords is currently the best place to start. Once this is running optimally then you can think about the lesser options such as Yahoo’s Sponsored Search. Pay Per Click ads are Split Test Point C in your Scientific online marketing campaign.

5) Split Test – so although you have already set up your split test points (A, B and C) they only count once you let them loose into the wild to see how they work.

6) Analyse – Then you analyse and measure your results. Which ads worked best for you? Which landing pages converted into sales, email opt-ins or phone enquiries?

7) Retest – Working off the results of your earlier testing you now need to re-do your adwords, your landing pages and your sales copy to test the winner(s) against some new variations.

Repeating this process will tighten your online marketing campaigns up no-end which will lead to better results.

Your Wheel Is Broken

Chances are you are already doing Scientific Online Marketing – but your wheel is broken.

There is a general lack of awareness in the small-to-medium business community about how the process of marketing a business in the online environment works all the way down the line to the sale.

Consequently many businesses have elements of the SOM cycle working already in progress, and many employ an expert to manage this. For example, you may have already hired a PPC management firm to look after your Google Adwords campaigns – and if this PPC manager is any good, this may well be effective in driving more traffic to your website. BUT if this traffic is landing on a poorly designed, ill-thought out, generalist home-page then how many of these expensive hits that should be converting into sales or enquiries are simply hitting the back button? The solution to this lies in “fixing your SOM wheel” by having specialized Landing Pages designed and split-tested against versions of each other to measurably improve results.

The good news is you can start anywhere to make improvements. So you might decide to fix up your landing pages, then get your PPC campaigns tightened up and then work on getting your SEO happening. Or another order might make more sense, the point is you don’t necessarily need to start the whole process from afresh, you can just start fixing the Wheel at the most obvious point and work the whole system up to a point where it is all working well.

We can help you with all of this.

We specialize in Integrated Adwords management, which means quality Adwords set-up and management, Landing Page Optimization, Split-testing and Analytics set-up and analysis.

We can also give you advice about the other factors like website design and mailing lists and get these jobs done for you also.

Call us Now: 1300 975 224

Or email info@SquareEyes.com.au

Are these 4 Adwords Mistakes Costing You Money?

by Leave a Comment

You probably know already that using Google Adwords to advertise online is one of the best marketing techniques around. It can certainly be a much cheaper method of advertising than traditonal media like magazines and radio.

BUT running Adwords campaigns successfully can be a VERY complicated and time consuming process and making mistakes can cost you real money.

Here are 4 common Adwords mistakes that could be costing you money:

1. Only one AdGroup in your campaign:

This lack of differentiation means Google can’t understand the context – i.e. what your Adwords ads are about. This means that all search queries are being shown the same ads. A better approach would be to have highly relevant ads targeted to specific search queries.

2. Keywords Not Optimized:

Keywords that are known to produce conversions have not been expanded and optimised to increase sales. To get the best results out of your Google Adwords you need to be monitoring results and then “optimizing” your ads. Optimizing means improving the range of ads that you are running so that they are more targeted and providing higher conversion rates (i.e. getting you the results you need, like sales or phone calls).

3. Google Analytics Not Set Up or Set Up Poorly

In order to get the best results out of your Adwords campaigns and your website, you really should be using Google’s Analytics tool. It is free and probably the best way to manage your online marketing as it provides a detailed and clear picture of what your website visitors are actually doing while visiting your website.

There are many things you can do with Analytics to improve results, but generally speaking what Analytics does is it allows you to see the factors that directly result in enquiries and sales. This means you know what works so you can replicate, and what doesn’t work so you can eliminate it.

4. Website Not Optimized

There is no point running an efficient Adwords campaign if you are not backing this up with an excellent website that gets those sales or gets the phone ringing off the hook.

Just having a normal website that you thought was pretty good when you had it made is not enough. For starters, just because you think that your website copy (the words) is up to scratch doesn’t mean that it is necessarily resulting in the best results.

Further to this you really should be running keyword specific Adwords campaigns into landing pages (pages within your website) that are highly relevant to the keywords used in the ad (and the terms your prospect typed into Google to end up seeing your ad in the first place).

The best way to do this efficiently is to “split test” several landing pages for each different Adwords ad, which as you can probably guess, can mean running many different landing pages at any one time. Thankfully, Google’s Website Optimizer tool makes this automatic once you’ve done the initial set up.

Split testing is a continual process of experimentation and elimination to see which factors (Landing Page design, copy, headlines, etc) give you the best results. Assuming that any given factor will work is not as effective as split-testing several different strategies to discover what works in reality.

If you are running Adwords campaigns for your business right now then you should check to see if you are making any of these 4 mistakes. There are plenty of other factors to consider, but these four are certainly very important.

Of course, doing all of this can be very time consuming and complicated, so if you are busy running your business and would like some help with your Adwords ads, landing page optimization or advertising copywriting (the words you use in your ads or web pages) then please do contact us using the contact details below.

We offer a FREE no-obligation Adwords account review which will show you how you could be getting a higher return on your Adwords advertising investment.

Contact us now to find out more:

1300 975 224

info@squareEyes.com.au

Working With AdWords Placement Campaigns

by 1 Comment

I have been focusing a lot over the last few weeks on the creation and optimisation of Google AdWords placement campaigns on the content network. Before I go into the tactics and a few fresh ideas that I am currently playing with, those of you new to the blog may be asking the question…

What is a placement campaign?

A Google AdWords placement campaign allows you find pick which websites that participate in the AdSense program you want your advertisements to show on. Instead of relying on Googles contextual matching of keywords that you specify to the content of sites, the placement campaign bypasses this, and allows you to use your intelligence to find sites that you believe will provide visitors to click on your ad, and more importantly convert into sales or actions.

TEXT PLACEMENT AD

STANDARD CONTENT NETWORK AD

One of the main advantages of placement campaign ads is that they take over the whole ad block. Instead of showing your ad with four other competitors inside the ad block, the placement ads take over the WHOLE ad block. It doesn’t matter if you are using text ads or image ads, the whole bit of valuable site real estate is yours. BUT, it does come at a price (doesn’t everything).

Using Placement Campaigns

To take out the placement ad block, you must bid higher than the top content bidder for that ad block on the site. But this can be more than compensated for by thinking laterally, and placing your ads on sites that have a similar demographic to your target market. These sites are running ads from a different but demographically related niche, so you can bid against cheaper keywords, and get a lot of content traffic without going head to head with your competition.

For example, you may know from market research that the people that buy your widgets also listen to heavy metal. Sure you can run content network ads, and then pick the winners by running an AdWords Placement performance report. This is a good initial strategy to find out if these heavy metal music keywords ads are being shown, and what the average cost per click is. Once you determine where the ads are being shown, and the type of sites that are converting then you can transfer these winning domains into a placement campaign, and optimise the advertising spend on each of these sites individually. Placement campaigns allow you to change individual bids on each url, instead of bidding on keywords. This allows you to fine tune each and every site that you know converts well, making sure that you pay the maximum needed to get your ads shown on that domain.

Placement campaigns are also excellent for targeting large blocks of related content within large news and social media sites. I will give a few examples here of some ninja style tactics for finding placements. There are many more …..

1. Set up a Google alert to search for all news stories that feature your niches or product areas. Most news sites, at least here in Australia show content network ads on story pages, and these make excellent placements. Remember, that these articles can get massive surges of traffic, but they are timely, so some form of alert system is needed to make sure you maximise the effectiveness of a campaign.

2. Buy up blocks of related niche content within social media. Say for instance that there was a popular social video site that showed Adsense content ads. You could do an internal search on that site for all of your keywords, record the url’s of the results and then run placement ads on all of those URL’s within the site. These pages get thousands of visitors per day.

PLACEMENT TIPS

Here are a few other tips that are fresh on my mind:

  • Use AdWords Editor for setting up placements. Make your job so much easier, and can easily template whole setups and copy them to new campaigns.
  • Specify the placement url without the http:// Google doesn’t like it.
  • No placements over three directories deep. Not sure why Google doesn’t allow this, as it makes targeting on social media sites a lot harder to accomplish. You can put ads on www.last.fm/group/tool but not on search.url.com/lyrics/q/james+blunt+high+lyrics because the target url has more than 2 slashes in it

Call us now to discuss your Adwords campaigns

1300 975 224

info@squareeyes.com.au