contact us

This question comes up repeatedly for me from my clients and from my delegates when giving courses.  They have discovered, when looking at their Google Analytics account that their Contact Us page is really popular.  They ask:

“Why is it, that my second most popular page after my homepage is the Contact Us page?”

It’s quite simply because you will have clients, colleagues and many other interested parties who are seeking your contact details!  They visit your website, visit the contact us page and then take your address, email address or telephone number from there.  Don’t even think of taking this information away from this page.  And shame on you if you only have an online form with no other contact details.  Tut, tut – go and fix it today!

You may wonder why they don’t already have it, but not everyone stores your details.  Many people tend to use your website as their address book.

So how can you increase visitor engagement?

Add in some useful information, some exciting news, or maybe create a competition to encourage them to stick around a little longer!

Please post any other suggestions here, or maybe let us know if you’ve tried adding something that worked, or didn’t work….

If your budget is limited – consider running a test campaign in Google AdWords.

I suggest starting off with just a few of your high margin products if your website is an ecommerce site  – otherwise if your website is selling services, select just a couple of these to advertise.

The next step is to focus carefully within AdWords on these products.  For example, let’s take a look at our wonderful client Nubie who sell Brio Sing Prams.  Create an Ad Group called Brio Sing, and carefully add just a couple of relevant keywords to the group as below:

  • brio sing prams
  • [brio sing prams]
  • “brio sing prams”
  • brio sing travel systems
  • [brio sing travel systems]
  • “brio sing travel systems”

It’s important to add in the three different match types as denoted above with the square brackets, speech marks, and just the plain keyword. The reasons behind this belong in another post – but just ensure you add the same keyword with the 3 different ways to AdWords.

Try adding in a few of these products to start with, before gradually expanding, carefully adding in new products and checking how well they perform.

Before you go live with the campaign, make sure you have conversion tracking set up.  More on this in this post.  This way you will be able to prove that the sales came from AdWords, as well be able to see which keywords resulted in the actual conversions.

Good luck!  Let us know how you get on.

If you are only able to afford between £50 and £300 per month on Google AdWords, I advise people attend an AdWords course rather than try to find an AdWords Management company.  This is because fees for good AdWords management companies are likely to exceed your budget, which won’t be delivering you particularly good value for money.

If you attend a course – you won’t waste your money on common mistakes (I see them nearly EVERY time!) and it will ensure you don’t give your monthly budget to Google with no return for your business!  You are also far more likely to dedicate more of your own time to it than a management company would if you are a low budget business.

Ideally – aim to make AdWords self funding as soon as possible.  This means you get it making money for you, then at this stage you may wish to consider handing control over to a Management company to free you to spend time on other critical business areas…..

I’m often asked if it is possible to bid on competitor names or trademarks.

It certainly is possible (here in the UK).  I run many AdWords campaigns for clients where their cheapest conversions come from those who were actually seeking a competitor.

However, do be aware that they will soon recognise the tactic and start doing it back to you.    This will very quickly mean you need to start running your own brand name campaign to prevent your competitor stealing your traffic.

Having said that, when you create your ad copy you are not permitted to use trademarked terms such as the word IPhone, Sony or anything where the trademark owner has asked Google to prevent people using their brand in advert copy.

I am also often asked if it is actually ethical to bid on a competitor’s brand.  Only you can make this decision.  In addition – watch out for potential problems with bidding on competitor brand terms, which can arise due to the fact you are likely to receive a low quality score from Google due to irrelevancy.  A way around this is to consider placing their brand terms in your advert somewhere (unless of course it’s trademarked in which case you won’t be able to).

If you are priced more competitively than your competitor, you should be able to acquire cheaper conversions by bidding on their names, so consider testing this theory out today.

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