How one woman is helping SMEs can stop wasting money on Google Adwords

How one woman is helping SMEs can stop wasting money on Google Adwords (with case study)

When it comes to measuring the effectiveness of advertising spend and marketing strategies, many small businesses tend to rely on a blend of guesswork and hoping for the best. After all, sophisticated tracking techniques are usually expensive in terms of staff resource and cost, and usually the reserve of medium to larger enterprises. However, thanks to UK entrepeneur Gemma Turner, there is a new and surprisingly affordable way to help you understand which marketing tactics are proving most effective for your business is software which monitors where customers who phone your business originally came across your advertisement and which keywords led to them making the call. 

Call conversion services have dramatically dropped in price since being introduced a few years ago, with current services now on offer from just £65 per month. Call conversion technology is an effective way for businesses to effectively measure the ROI of their digital marketing and to find out whether or not they are wasting their money on the wrong type of marketing for their business. Call Conversion software can be  integrated with Google Analytics to monitor exactly which campaigns are inciting customers to pick up the phone and call. It can even help to measure the effectiveness of adverts on offline platforms such as print, TV and radio. The technology is now available where even small businesses can analyse the customer’s journey down to keyword level if the business has a Google AdWords campaign. Article about call conversion software, and how it can help small businesses to improve their marketing strategy.

CASE STUDY : The client is an online store however also take sales over the phone. They knew they received phone calls from their adverts but didn’t know which ads and keywords generated those calls, they were nervous to optimise the campaign just on eCommerce data.

Date Range – 24/07/19 – 13/08/19

Total Ad Spend – £1428.33

Conversions – 68 – Online Sales and Phone Calls.

Phone Calls from Ads – 28

Wasted Spend (keywords that did not generate any phone calls or online sales) – £220

They spend £90 a day on Google Ads  – this means that 2 days were wasted on keywords that didn’t make the phone ring.

From analysing the data we also found that there were £553.21 worth of keywords that were above the clients ideal cost per conversion value of £10. One keyword had a cost per conversion value of £142, with the average sale value of £40 it actually costs the client when people click this keyword even if it makes a sale. These keywords will be further analysed and added to the negative keyword list if needed.

Based on this data, 50% of the clients ad budget is being wasted or costing the client to sell the product. Optimising their campaigns based on this data is going to significantly increase their ROI.

The client knew that they received phone calls as well as online sales, so they were nervous to stop the keywords their instinct told them made the phone ring. Now Call Conversions has been setup, we can show which keywords make the phone ring and now Google Ads has the data to provide an average cost per conversion so we can further help the client.

Call Conversions will continue to run so we can continue to optimise the campaign and see which keywords make the phone ring.

 How print can finally prove its worth 

With statistics showing that print advertising spend in the UK has fallen from £6.5 billion in 2007 to £2.5 billion in 2018, it seems the future for this medium as a platform for brands is bleak. Group M also forecast a further 10% fall in 2019, with digital advertising increasing its share of the market. New technology, however, may ironically be the saving of print and other offline advertising platforms. The main issue in favour of digital platforms over print and offline mediums has been a growing requirement for companies to have proof that their advertising budget is being spent effectively. In this article we look at how new technologies, in particular tracking of phone calls using affordable call conversion software which tracks offline advertising effectiveness via Google analytics, could be a turning point in the success of the print advertising sector.

Hanging on the telephone… How much are missed calls costing your business?

We’ve all had that frustrated feeling when we call a company and get sent to an answering service, or worse, just end up mystified when the call rings out. There is new technology which enables you, among other things, to monitor how often you miss calls and when they are being missed. An article about why so many businesses make this basic mistake and ways to deal with it, including a new Call Conversion service which can help you to identify patterns of missed calls and find appropriate solutions.

Why every business should be tracing phone calls

When it comes to measuring the effectiveness of advertising spend and marketing strategies, most businesses tend to use a varied blend of digital analytics and pure guesswork. The latest way to glean greater insights into what is actually working, and ways to improve ROI, can now be found at the end of the telephone line. Call Conversion software is an increasingly affordable way for businesses to maximise the ROI of their digital marketing and for marketing executives to reassure CEOs that they aren’t wasting their money on the wrong type of marketing for their business. Call Conversion software can be integrated with Google Analytics to monitor exactly which campaigns are inciting customers to pick up the phone and call. The technology is now available where even small businesses can analyse the customer’s journey down to keyword level if the business has a Google AdWords campaign. Article about call conversion software, and how it can help businesses to improve their marketing strategy.

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Sign up now to to receive our newsletters, with updates of activities, events, and exclusive content not seen elsewhere. Join the the ever growing network of our Global Woman Club and be a part of something special.We will never pass on your details to anyone else and you can unsubscribe at any time. Once you are signed up you will receive a link to download the latest issue of Global Woman magazine for free.