Hey everyone, Robert here, back for another post in his Flipping the Script series. So after the weekend I was eager to take a look at the initial results from the Google Ads campaign and see where we can make some improvements. I knew the agency website hadn’t had any conversions so finding out why this may have been was my main goal.
I had carried out a bit of Google Ads optimisation, adding negative keywords and ensuring the landing pages they were going to were relevant to the advert that had been put together. Initial results from those Google Adwords campaigns is showing that the first campaign, offering a free website appraisal is doing well, with over 23 clicks to the web page, I’ll most likely continue pushing this into the New Year.
That said the CPC or Cost Per Click for those 23 clicks is high and will need some additional work to achieve more clicks for the budget available.
Additionally, there was something I didn’t take into consideration, user behaviour, whilst you can link to a landing page on your website you can’t really control what the user does once they have landed on your website.
This wouldn’t be a problem, however, I spotted a major flaw on our website, and it’s probably the number one thing that sells a website designers services, your portfolio pages.
Sort it, and sort it quick
As a result of the above, I’ll be jumping on those portfolio pages and getting them amended to show our best work.
Once done then I can look at optimising the Google Adwords campaign. I also noticed a lot of clicks from outside of the UK, not a major problem, however I am mainly looking to work for businesses within the UK so will look into what I can do around this.
Going back through the website
I’ll take a deeper dive into the website this week as well, ensuring there aren’t any 404’s along with resolving any problems within the search console as well as look at user behaviour across the entire website.
There is probably some quick wins to be had here from a organic traffic perspective as well as a wider ranking position as well.
A quick look at the email marketing campaign
Friday saw a prospect email campaign go out to our marketing list, I had setup a page to link them to a website enquiry page. Once again clicks came through to the website but conversions seem to be low.
There is definitely a trend emerging here, a conversion problem, finding out what’s causing this and a resolution to the problem is the number one priority into the New Year.
If you’re just joining me on this journey, take a look at where this all started and my reasons for the Flipping the Script series.