turn your website into a cash machine

© eGenie 2015 www.egenie.biz

Turn Your Website into a Cash Machine


Agenda Introductions Using AdWords effectively to attract paying customers Using Conversion Optimisation techniques to sell Using Google Analytics to make informed business decisions Where next?


Who are eGenie? eGenie – “3 wishes – more customers, more sales, more profit”

Working with local SMEsBing & Google certifiedDelivering increased profit


How does it work?We fix two problems that all website owners face:

Visitors do not come to my site…

Visitors do not convert into Customers…


Visitors don’t come to my site! Where can they come from?• Direct (key in, link from email)• Search (Google / Bing)• Organic• Paid

• Social (24/7)• Referral


Visitors don’t come to my site

Using AdWords effectively to attract paying customers


What are AdWords?


Why Use AdWords?

AdWords On AdWords Off AdWords On

• People search on Google• They see your ad• You get more customers


Why Use AdWords? Targeted ads bring customers who are looking to

make a purchase


What do AdWords cost?You Decide!

Pay for results – only pay if somebody clicks on your adAuction basis – pay only the amount needed to beat

competitorsSet a maximum price willing to pay - e.g. £1 per clickSet daily budget – set a maximum amount to spend a dayFlexible - Turn on or off at any time


Get inside the head of GoogleWhat does Google want?

• A wonderful experience for their customer• i.e. they get what they want out of their search…

What does that mean in practice?

• The entire journey is clear and easy


AdWords Tip 1Don’t waste money!


Don’t waste money!Set a maximum price willing to pay• e.g. £1 per click

Set daily budget• the maximum amount you want to spend per day

Research your keywords thoroughlyMaintain it regularly• Add new keywords• Replace badly performing ads


Don’t waste money! Decide where you want your ads shown


Don’t waste money!Decide where you want your ads shown


Add “Negative keywords” (-) e.g. for “Removals”

Don’t waste money!

Tattoo Waste Jobs Stain

Negative keywords stop your ad from showing for irrelevant searches


AdWords Tip 2Use “Extensions”


Ad Extensions - Site Links


Ad Extensions - Reviews


Ad Extensions – Call Outs


Ad Extension - Call


Add Extension - Call


Ad Extensions - Locations


AdWords Tip 3Use “Conversion Tracking”


Conversion tracking


Conversion Optimisation Tip 1

Have a “Call To Action” (CTA)


Have a “Call To Action” (CTA) Phone number Email Form “Buy Now” button



Instil Trust


Instil TrustIndustry certifications

Review sites

Trust

Recommendations



Keep It Simple, Stupid (KISS)


Look at this webpage:


Keep It Simple, Stupid (KISS)5 Second Test

What was that Website selling?


Google Analytics Tip 1Set up Goals


Set up Goals


Google Analytics Tip 2Perform Segmentation


Perform SegmentationExample: Recommendations help convert


Google Analytics Tip 3Actions add value, not reports


Actions add value, not reports


Recap AdWords• Don’t waste money!• Use extensions• Set up conversion tracking

Conversion Optimisation• Have a Call-To-Action• Establish Trust• Keep It Simple, Stupid

Google Analytics• Set up Goals• Look at Segments• Take Action!


What Next?


What next? Put it into practice! If you want further help, we• offer a free review• feedback our high level observations•make costed recommendations


Any [email protected]

www.eGenie.biz

01245 790388

mailto:[email protected]

http://www.egenie.biz/

turn your website into a cash machine

Internet