Marketing Strategy, Logos, Websites, SEO, & Copywriting
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:
We talk to many business people who already have Adwords management, but unfortunately, not all Adwords managers know how to get you the results you need.
Not Hitting the Front Page of Google?
83% of searchers do not even open the second page of Google, so if you are not hitting the front page for the keywords that matter to your business, then you’ve got a problem – you’re missing out on sales! [Read more…]
Here is the very short version of what we do:
More Traffic, More Sales
Here is the longer version:
At SquareEyes, our Mission is to bring your business website “More Traffic & More Sales”. [Read more…]
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…]
“The key to success (maximum sales per dollar) lies in perpetual testing of all the variables”
The above quote by David Ogilvy, Chairman and Founder of Ogilvy & Mather (super successful advertising agency) lies at the heart of what is known as “scientific advertising”.
Invented by ad men of the early-mid 20th Century, and coined as a phrase by ad man extraordinaire, John Caples in his book of the same name, “Scientific Advertising” stakes its worth on refusing to make assumptions about what ads work and instead basing advertising decisions on the results of measurable testing done on previous advertising campaigns.
Back in the last century, when these pioneers were working, the Internet was not a factor, so they were mostly concerned with magazine, newspaper, billboard, radio and television advertising.
What they would do is at its heart quite simple:
Firstly, they forsook “artistic concerns” in favour of “results”. They wanted advertising that clearly and demonstrably resulted in increased sales, or more initial enquiries, or more responses to a free offer, or a healthy and profitable product launch. Fluffy concepts such as “branding” and “style” were not interesting or useful to these hard nosed ad men, They cared about “sales” and “return on investment”. This is what not only kept them in business but indeed made the best of them quite wealthy indeed.
What did they mean by “Scientific” Advertising?
Quite simply they used the word scientific to imply that their methods were rigorous, measurable and methodical. They applied a testing model to each advertising campaign in a similar way that a scientist would test any hypothesis to measure its validity. They were after empirical results and the unit they measured in was the almighty dollar.
What Does ‘Split Testing’ Mean?
Split testing, as stated by Ogilvy above, is the core methodology at the heart of scientific advertising … but what is it exactly?
It simply means that instead of running one ad, or one version of an ad, in one place (magazine, radio station etc) you split up your campaigns in various ways, in such a way that the results of the different campaigns can be gathered, measured and analyzed.
A very simple example of this is to run the same ad complete with a cut out coupon in three different magazines, and in the corner of each coupon including a serial number that identifies which of the three magazines the coupon was cut out of. Therefore, all things being even, if 65 coupons from Magazine A were returned, as compared to 370 from magazine B and only 28 from magazine C, then it is pretty clear which magazine is most worth running that advertisement in again.
Other variations on these basic themes exist, not least of which are headline variations. The reason headline variations are given a lot of prominence is because it is proven to be quite simply the single most important factor of any (written) advertisement.
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
Back in the old days (you know, three or four years ago) it was still true that placing an ad in the Yellow Pages was the single most important marketing move your business could do. It was the fundamental. If people couldn’t find you in the Yellow Pages then you were in trouble.
Not so anymore. Now, Google is the new Yellow Pages.
Now if people can’t find you on the Web – mostly Google but also Yahoo, Bing (MSN) and others – then you are in trouble because that’s where the majority of people are looking for what it is you sell or do.
The Internet Marketing Revolution is NOW
Times have changed. No longer is marketing your business about throwing some money at a few unmeasurable ads and hoping that this will work to attract the new business enquiries and sales that you need.
This change has been in the air for some time, and now as we head into the second decade of the new millennium, the Internet has solidified itself not only as the way of the future but as the primary battlefield where the majority of the marketing stakes are at play.
Basically if you don’t know how to effectively market (including advertise) your business online then you are in real danger of getting overlooked by your potential customers and going belly-up. At the very least you are missing out on a lot of genuine new-business (sales) opportunities.
Getting Found On The Internet Is Not As Simple As Placing An Ad – But It Is Relatively Inexpensive And Highly Effective
Whereas placing an ad in the Yellow Pages, magazines or similar was a fairly straightforward task, getting found on the Web is a little more complicated (but arguably much more effective).
Here’s are the main ways to get found online:
A) Via Search Engine Results Pages (SERPs) – Organic (Free) Results:
Good organic search engine results are the holy grail of Internet marketing because it is so effective and can be very low-cost.
B) Via SERPs – Paid advertising:
Usually either banner advertising or, Pay-Per-Click, which is more useful and cost-effective for small-to-medium sized businesses.
C) Via links from other websites, including social media hubs like Facebook or Twitter.
D) Via direct entry of your URL into the browsers address bar.
Methods C and D have a lot to do with word-of-mouth recommendations and brand awareness, and this can certainly be influenced with the right online marketing strategies.
Points A and B are highly configurable. You can greatly improve your Organic Search Engine Results by investing in expert Search Engine Optimization (SEO). You can achieve great results out of PPC advertising by investing in the space itself and – importantly – expert PPC management. (However, how many experts can you afford to hire? Keep reading for the solution to this conundrum.)
But How Do You Get Started?
If this is all new to you, or if you have been thinking about it already, you may have some burning questions. Questions like:
How much new business can your website generate?
And can you do it all in-house?
Or do you need to hire experts?
And are these experts expensive?
Is it all just a waste of time?
Or are you selling your business short by failing to properly market your business online?
The trouble is the whole thing is just so damn confusing and time consuming right? All these different areas of specialization, most complete with their own acronym: Search Engine Optimization (SEO), Search Engine Marketing (SEM), Pay Per Click (PPC).
And then there’s Landing Page and Website Optimization, Copywriting, Shopping Cart Optimization, Mailing List Marketing, Social Media Strategy and the list goes on!
How’s a small-to-medium business manager supposed to find the time to get their head around all that? Let alone find the time to actually execute it all!
And who can afford to hire experts in all of these areas to do all this for them? And do we really need all the different fields of expertise? All these micro-systems of niche specialization?
Relax – we are here to help.
Call us now on 1300 975 224 from anywhere in australia for the price of a local call
or email us – info@SquareEyes.com.au – and one of us – Steve or Seamus – will get back to you to see how we can be of assistance to get your online marketing mix right.
“The key to success (maximum sales per dollar) lies in perpetual testing of all the variables”
The above quote by David Ogilvy, Chairman and Founder of Ogilvy & Mather (super successful advertising agency a la the “Mad Men” TV series) lies at the heart of what is known as “scientific advertising”.
Invented by ad men of the early-mid 20th Century, and coined as a phrase by ad man extraordinaire, John Caples in his book of the same name, “Scientific Advertising” stakes its worth on refusing to make assumptions about what ads work and instead basing advertising decisions on the results of measurable testing done on previous advertising campaigns.
Back in the last century, when these pioneers were working, the internet was not a factor, so they were mostly concerned with magazine, newspaper, billboard, radio and television advertising.
What they would do is at its heart quite simple:
Firstly, they forsook “artistic concerns” in favour of “results”. They wanted advertising that clearly and demonstratably resulted in increased sales, or more initial enquiries, or more responses to a free offer, or a healthy and profitable product launch. Fluffy concepts such as “branding” and “style” were not interesting or useful to these hard nosed ad men, They cared about “sales” and “return on investment”. This is what not only kept them in business but indeed made the best of them quite wealthy indeed.
What did they mean by “Scientific” Advertising?
Quite simply they used the word ‘scientific’ to imply that their methods were rigorous, measurable and methodical. They applied a testing model to each advertising campaign in a similar way that a scientist would test any hypothesis to measure its validity. They were after empirical results and the unit they measured in was the almighty dollar.
What Does ‘Split Testing’ Mean?
Split testing, as stated by Ogilvy above, is the core methodology at the heart of scientific advertising … but what is it exactly?
It simply means that instead of running one ad, or one version of an ad, in one place (magazine, radio station etc) you split up your campaigns in various ways, in such a way that the results of the different campaigns can be gathered, measured and analyzed.
A very simple example of this is to run the same ad complete with a cut out coupon in three different magazines, and in the corner of each coupon including a serial number that identifies which of the three magazines the coupon was cut out of. Therefore, if 65 coupons from Magazine A were returned, as compared to 370 from magazine B and only 28 from magazine C, then it is pretty clear which magazine is most worth running that advertisement in again.
Other variations on these basic themes exist, not least of which are headline variations. The reason headline variations are given a lot of prominence is because it is proven to be quite simply the single most important factor of any (written) advertisement.
Split-Testing Is Now More Important Than Ever In The Online Sales World
Thanks to some incredible leaps in technology, split-testing is more automatable and measurable than ever in the online business sales and lead generation environments.
Click here to learn more about how you could increase your sales by up to 178% by split-testing both your Google Adwords (pay-per-click) advertising and your website Landing Pages
Just had a devil of a time finding this information on Google so thought I would help those who search in the future.
Adding a .ico File To the WordPress Statement Theme
<link rel="Shortcut Icon" href="<?php bloginfo('template_url');
?>/images/favicon.ico" type="image/x-icon" />
I don’t actually know if you really need steps 1 and 2 but it is working so i am not going to bother muck about. Feel free to let us know in the comments if these steps are superfluous.
Are you using a big Google Adwords management firm to look after your search engine advertising?
If so – are they doing the right thing by you? Or could you be getting better results using another, more caring Pay-Per-Click (PPC) manager?
Don’t you deserve a PPC manager who doesn’t just treat you and your business as another number?
Good Adwords Management Needs Care and Attention To Detail
One problem we come across when talking to business owners and managers who are already using a bigger Adwords management company is explaining that whether you know it or not, these companies often don’t do a very good job for you.
The way some of these companies work is by preying on your lack of knowledge about how PPC advertising like Google Adwords actually works.
Rather than educating you and explaining to you what they are doing to get you better results for your advertising dollar, these companies just basically slap up a few ads for you at top dollar and then start sending you your monthly bill.
In our opinion – that’s not right.
When we explain this to business owners they are often keen for us to go in and have a look at their Adwords account and show them how we could get them better for results for cheaper costs per click.
Unfortunately some of the bigger PPC management firms don’t allow their clients to access their own Adwords accounts so we can’t even get in there and have a look.
However we have dealt with enough of these corporate firm’s clients to explain to you how we could do a better job than they are.
In our experience:
This is all very well, but it is lazy and just doesn’t bring the same results as what we do.
We to take the obvious keywords that describe your business and expand them via special software which then reveals all of the different variations that people are typing into Google to find the service that you provide.
This takes time and effort – but it’s worth it because it shows us cheaper keywords you could target so that you pay less per click to get better results.
That’s where we are different. We care. To us you are not a number.
We spend time going over your AdWords account with a fine tooth comb to eliminate factors that are increasing your costs and lowering your ad positioning while testing new elements that bring you the results you want (more traffic and more sales enquiries).
Your Adwords ads are only half of the equation, the other half (equally important) is a well designed (but not unnecessarily flashy or expensive) website that combines the right proven methods for getting you the results that you need – which is for your website visitors to either buy from you online or contact you with their sales enquiries.
Here at Square Eyes – we do your Adwords management better.
We are a small firm and we only look after a select amount of businesses to help them with their Adwords campaigns and website design needs.
We do not overcharge but we are the cheapest because we take the time and care needed to do a really good job for our clients.
We can do you a highly effective Adwords account set up for as little as $400 and then we can manage your Adwords on an ongoing basis for a monthly fee starting from $210 a month.
These prices depend on how big and complicated your Adwords campaign is and much time you want us to spend on your Adwords each month, but we promise you – no hidden costs or nasty surprises.
Don’t let some faceless corporation steal your money, contact us on the details below to discuss how we can do a better job of getting you More Traffic and More Sales.
Email – info@squareeyes.com.au