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We increase online revenue for managers

and marketers of transactional websites.

Learn how we do it with the Google Toolkit.

Review your campaign budget allocations often

If revenue is your goal, there is no point at all in spending less than you could spend on your best campaigns, in favour of lower performing ones. When you set up your campaigns, you will want to pay close attention to what the Return On Ad Spend is for each...

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If someone is searching for you directly

I have a client who sells in a highly competitive product category and their product is a market leader. As a result their competitors target their own Google advertising at my client’s brand name to pick up people who are in market for the category. It gets really...

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Some people think a brand name campaign is a waste of money

This is even more important for Shopping ads and businesses with generic keywords in their name, because your competitors will be all over your search terms. Test this for yourself - type in your business name into Google and see if there are any text ads. Then look...

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Repeat business is good business

When you get repeat business you can afford to scale more aggressively through paid advertising. The reason being, the lifetime value of the customer less the initial cost to acquire the customer and less the cost of goods sold ends up being a much bigger profit. If...

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The best customers are repeat customers

Pretty much anything you can think of sending to a customer as an email, you can also send it as a Display Remarketing campaign. It’s a great way to turn a once-off customer into a long-term fan. You’ll see a lot more free (organic) traffic purchasing from you once...

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Don’t worry about competing against cheap overseas brands

I know I have mentioned this before, but honestly don’t worry about how your price looks compared to overseas vendors when you sell on a price visible platform like Google Shopping. Since almost everyone has been burnt by purchasing shoddy products that did not meet...

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Don’t waste your Google Ads spend on irrelevant keywords

Google Ads has a concept called "Negative Keywords" which is where you can specify which keywords you don't want to bid on. What I do is calculate the ROAS (Return On Ad Spend) on every search word over time (all automated), so we can easily work out which words led...

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Avoid searching for your own ads!

If you want to see how your ads are performing, use Google Ads to pull up a report. Search Impression Share % tells you the percentage of users eligible to see your ad where the ad was shown by Google. Search Top IS (%) tells you the percentage of users eligible to...

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Be careful in setting your Google Ads bidding targets

Essentially, Google Ads will follow the path of least resistance. So if you set a high target on one campaign and a low target on another campaign, all things being equal your budget will be spent more on the campaign with the lower target. You can get yourself into...

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We’re so accustomed to shopping online

We’re in the era of ecommerce. Mobile phones to the rescue! Ecommerce owners, I’m sure you know this already, but please make sure your website is mobile friendly! And cart saving emails really do make a big difference for the occasional instance when your customer...

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