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This really depends on whether you just want to reduce the cost, or if you want to reduce the cost while maintaining the same performance. Merely reducing cost can be done by advertising less, but maintaining performance while reducing cost is a lot trickier!

When it comes to Search ads, Google gives you an indication of whether it is charging you more or less when it tells you your quality score. Your Quality Score is a number out of 10, and if you rank higher you’re more likely to win the auction and name your price. If you rank lower, you’ll get a low quality score and Google will charge you much more for the same ad if someone clicks through. Google is actively trying to deter businesses from advertising with low quality ads and against irrelevant keywords.

To improve your Quality Score, your ads need to be relevant to the landing page and keywords that you bid against. You can use more of the same keywords in the ad and on the landing page to improve relevance.

In terms of keywords, the more broad or generic the keyword is, the more competition there is for it, and a lot of the searches won’t even be relevant to your business. For example, if you sell watches, the keyword “watch” will bid against “watch the news”, “did you watch the footy last night?”, “neighbourhood watch”, “watch strap”, “watch repairs” etc etc. You should focus primarily on phrase and exact match keywords for less competition, allowing you to bid on a fairly low cost. Also use plenty of negative keywords to prevent your ads from being triggered on irrelevant searches. You can check your search terms report regularly and cull any search terms that seem to be irrelevant.

Who you’re targeting is just as important, if not more important than what they’re searching for, especially if you’re using Display and YouTube as your marketing channels. For every what there’s a who, and if the who doesn’t match the type of person you serve then you could be wasting your money advertising to them. For example, if 80% of your revenue comes from men aged 55-60 and only 1% comes from women aged 18-24, then showing ads to women aged 18-24 is going to have a much lower chance for revenue. You might as well turn off your ads to this demographic group and let them find you organically if they’re keen. You’ll also find that applying relevant audiences to your ads almost always improves your Return on Ad Spend and reduces your cost by filtering out people that have a lesser chance of converting.

This tip and many others are found at https://www.petramanos.com/category/tips/

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

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Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020