Low Monthly Search Volume Keyword Targeting: It’s Worth It! 👍

Low Monthly Search Volume Keyword Targeting: It’s Worth It! 👍

Low Monthly Search Volume Keyword Targeting: It’s Worth It! 👍

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Transcript:

Hands up, who hates doing something only to find out it’s a COMPLETE waste of time? 

Well, when it comes to SEO, the thought of spending your time working away on something with a really low monthly search volume can seem like a waste.

But guess what? It’s not. Let me tell you why.

Get ready to target the unpopular, because Wednesdays are about to get GIANT.

 

Hi, my name is Juliette and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

So, low monthly search volume keywords – not something you should be ignoring.

For most SEO experts, the ultimate gold mine is finding a high-volume, high-converting and low-competition keyword.

What better than an influx of organic traffic that’s actually interested in what you’re offering?

These kinda high volume keywords soon become a priority when SEOs conduct their keyword research and, because of this, low volume keywords are often overlooked.

No one wants to overlook the little guy – especially when they’re potentially able to bring you the most relevant traffic.

Low volume keywords give you an opportunity to target terms that are highly relevant and likely to be untouched by your competitors! Bonus. 

Now, with this kind of targeting you are not likely to see an influx of thousands of new users per month, although that does, of course, depend on your product.

But you’ll have a pretty great chance at ranking for a term which might even result in the small number of searchers converting.

Skipping these low volume keywords may mean you miss out on conversion-ready traffic, and gives your competitors the chance to snag the traffic you want. You don’t want to have regrets, do you?

But the value of targeting these keywords goes beyond beating your competitors and driving more traffic.

In fact, incorporating them into your SEO strategy has benefits like:

Niche interests – low volume keywords gives you the opportunity to build interest around a small or new niche – you might find a new customer base this way!

Being super-duper relevant – long-tail keywords are typically low volume, but extremely relevant. And of course, the more relevant, the more likely you are to get the conversions you dream of.

Earning back the dollars – everyone likes a good return on investment, right? Well, low volume keywords can drive conversions that, if you’re clever, can offset the cost of the content and work you’ve put into it.

Fingers in all the pies – targeting a few low-volume keywords gives you more potential Google real estate and, hopefully, more traffic potential.

Have I sold these little guys to you yet?

Before you started this video you were probably of the opinion that there are some keywords out there that are just not worth your time. And yeah, you’re still right. 

You can still waste your time targeting low-volume keywords if you don’t do your research and invest the right amount of time in the right places.

Most importantly then, is relevancy. 

Your keywords need to be super relevant to your audience’s interests. 

If you don’t do it, don’t try and trick people into your site by saying you do! That’s not cool man.

If you’re interested in learning how to optimise your website for search engines, to make sure you have a chance at ranking for these keywords, then check out our optimisation checklist.

And that’s me telling you not to skip these opportunities because they aren’t a waste of time or money when done properly.

Go after low hanging fruit, target as many relevant keyword variations you can and always monitor the ROI.

You might find some of these low volume keywords pay off in many ways.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

Split Testing: What It Is & How To Be Effective To Increase Conversions

Split Testing: What It Is & How To Be Effective To Increase Conversions

What Makes A Good Conversion Rate In Marketing?

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Transcript:

You’ve only got one chance to make a first impression… 

The powers of split testing mean you get to try both those chat up lines… or *ahem* call to action in your marketing.

Now make like a banana and split, because Wednesdays are about to get GIANT.

 

Hello, my name is Sai and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

We’re here today to look into what split testing is, what it allows you to do and the things you can achieve with some clever tactics.

Split testing, by definition, is a method of conducting controlled, randomised experiments which in the wonderful world of the internet allows us to better understand our audience’s behaviours.

It’s all about comparing two different versions of something and determining which one works better – using that information to make sure you make the relevant tweaks and changes necessary to move closer towards your goals.

So, if you’ve ever wondered whether your call-to-action wording is quite right, or whether an image of a kitten or a baby in your ad is more likely to get clicks… then wonder no more.

If you find your audience is more likely to complete an action when you use a certain colour text, or a certain tone of voice, or maybe like I said… they prefer kittens to babies, then you can use the knowledge gained from the split testing to inform your future marketing.

Running these split tests helps take the guesswork out of marketing – allowing you to make decisions based on hard facts.

Most digital advertising platforms make setting up split testing easy as pie but if you need advice on a specific platform then leave us a comment below and we’ll lend a helping hand. 

But let me share with you some split testing top tips… try saying that five times faster.

 

Number 1: One is a magic number

To make your life easier and to really split test your content then you should only really change one thing between your original and amended variation.

This will help you to pinpoint exactly what resulted in increased performance.

If you just try different fonts, then you’ll get a feel for which one resonates with your audience best. But if you change the fonts, the call to action, the colour and the picture then you can never be truly sure which was the winner in the situation…

This won’t always be possible, I get that, but make sure you try to keep track of what you’ve changed and where so it isn’t a wasted effort!

 

Number 2: Focus on the call to action

So now you’re wondering… what one thing should I change to REALLY test my awesome marketing capabilities?

Well your call to action is the best place to start. And by George I hope you’re using them in your marketing…

The way these are worded can have a huge impact on whether or not your audience will resonate and take action. Some might like a more forceful approach, some might like it subtle but you won’t know until you try.

These are the things that have a big impact on conversions – hence a great place to start your split testing journey.

 

Number 3: Trust your own data

A big mistake we often see is those basing their activities on things they’ve seen working for others around them. This is a big no no. 

Just because someone else found that red buttons worked better than blue doesn’t mean the same will apply for you.

You could have different products, different audiences, different locations… no two businesses are the same despite how it might look at times.

Use your own data found through analytics software and past experiences to determine your activity.

 

Number 4: Go big or go home

Google one famously tested 41 different shades of blue to determine which performed the best… damn.

However, unlike those guys, most people don’t have the time and resources to commit to such intense testing on such… small matters.

Instead of whacking out those paint samples, try to focus on testing variations that are likely to make the most GIANT impact on your conversion rate.

 

And finally, number 5: test, test and test again

Something important to remember is that when it comes to split testing, not every variation you try is going to work.

In fact, the amends you make to test things out might make things worse! It’s a gamble – but it’s worth it.

If things go wrong then it’s back to the drawing board with you, time to try something else.

There is always something to test – just because you do see success with your first variation doesn’t it’s the best it could be.

So as long as you strive to be the best, just like me, then you should be in for split testing splendour.

 

And that’s my advice for smashing your split tests. Focus on one thing at a time, get creative with your call to actions, trust in yourselves, go big or go home and most importantly, keep up that testing.

You can’t go wrong with split testing, because there’s always an opportunity to get it right.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

What Makes A Good Conversion Rate In Marketing?

What Makes A Good Conversion Rate In Marketing?

What Makes A Good Conversion Rate In Marketing?

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When it comes to conversion rate, what is the magic number? 

No, I’m not talking about how many euros you can get for your pound, I’m talking marketing. Duh.

What’s the rate you should be aiming to achieve in order to make your boss, the client and yourself happy? What will make you feel proud?

Well, hold on to your metrics, because Wednesdays are about to get GIANT.

 

Hello, my name is Ant and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Ok so we’re here to talk about conversion rate so let’s quickly cover off what it is.

Well, to start with is something I like to call a “most wanted response”.

It’s often misunderstood that conversion rate has to be based on a sale you’re making or action you’re driving. But that’s not true!

Ultimately, it’s likely that whatever you’re tracking will be about delivering some sort of business value and this isn’t always e-commerce based.

That’s why we talk about the MWR or the “most wanted response”.

This is the action you feel is most valuable to you and your needs, but most importantly, what you want users to do when they get to your site.

This could be downloading a whitepaper, filling in a form, calling through to make an enquiry and of course, it can be something e-commerce related such as making a sale.

The most important thing when setting a conversion is to ensure that whatever you choose has business value and is worth measuring. Something that is agreed across all stakeholders that you’ll be reporting to.

If you don’t agree that it’s a valuable metric to report on then what’s the point?

Make sure what you track is something everyone values from so not to waste an opportunity.

Once you’ve figured out your most wanted response, it’s time to set up a conversion point, a goal or an event in Google Analytics and start tracking.

This is the bit we all love, and once you start tracking you can gain a better understanding of what is working and what could be done better. That’s the point, right?

But anyway, you’ve stuck with me, so now to actually delve into what a good conversion rate is.

And, I’m sorry to have strung you along… but the answer is there is no such thing as a good conversion rate.

Now don’t up and leave, understanding why is very important

Conversion rate is not static. It’s not fixed and it should always be progressing and developing.

I mean sure, a conversion rate of 100% would be beautiful – but we’ve got to be realistic and if you’re measuring a metric at that value then it’s probably not the right one…

Now it’s not to say there isn’t a required baseline which may be understood as ‘good’ if you achieve it, but that will be absolutely unique to your business and your commercial model.

An example to illustrate my point…

You own a website that sells red shoes and are spending £100 a day on pay per click advertising to drive roughly 200 people to your site.

Every time you sell a pair of shoes there is a margin of about £10.

To get that margin you’re spending £100 to send those 200 visitors to your site. So you need to make at least £100 to break even.

That’s the equivalent of ten sales, so if you know that you need to achieve ten sales from 200 visitors then the required conversion rate is 10/200 as a percentage so that’s… 5%!

In this instance, you could very well say that is a “good” conversion rate target to start with. But the reality is that you should never settle because all you’ve done is set a benchmark.

When we do talk about “good” conversion rates, we talk about the trend. Is the conversion rate developing and progressing through optimisation? Is it up year on year?

On top of this, you’ve got to be respectful of the things that will impact your conversion rate, positively and negatively.

For example, competitors entering the market, your prices changing and adding delivery charges, could all have a negative impact on your rate so you’ll need to continually adjust your benchmark. 

 

So, in true marketing style, you’ve got to optimise. Here are three tips for you.

Number 1: Keep it simple.

Users don’t like to work hard – make the process to complete your most wanted response as easy and as quickly as possible.

Number 2: User experience.

We all like to have good experiences online whether that be through site speed or design, so keep these in mind to help people convert and encourage return visitors.

Number 3: Test and test again.

Any form of optimisation and usability testing should not be a one-off thing. Change something, track the change and review the results. Make a decision on success and keep testing.

 

So yeah, sorry but there is no such thing as a good conversion rate. There’s just a drive to constantly strive to be better and better and better. 

That’s it for today, go forth and comment your views on this and give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

How To Optimise Your Google My Business For Better Performance ????

How To Optimise Your Google My Business For Better Performance ????

How To Optimise Your Google My Business For Better Performance ????

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Google My Business offers you a free business listing on the most used search engine in the world – what better marketing real estate could you ask for? 

Low cost, high value and easy to manage, it’s a great place to increase your chances of being seen online.

But setting one up is only a small part of the journey, so let’s boost your listing today.

Get ready to dominate Google, because Wednesdays are about to get GIANT.

 

Hello, my name is Lizzi and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Right, so you’ve started from fresh, or claimed your listing… you’ve filled in all the relevant details and your Google My Business page is complete. Good job. 

But how do you make it extra special and search friendly, using all the tools available on the platform from the search engine wizards?

Well you may have noticed that I mentioned Google My Business as being low-cost, and yes, by that I mean it’s free. Jackpot!

The only cost is that of your time, and only you can set that value. But, should you follow my advice, optimising your Google My Business page for optimum performance should be a breeze. 

The information you provide through Google My Business can appear in Google Search and Google Maps, so keeping it up to date and optimised is key to success.

So, with that in mind, here are some crucial tips for optimising your listings…

 

Tell them everything!
When someone searches for something you do, sell, or offer, then local search results will favour your listing if it’s the most relevant.

You wouldn’t want to appear for garden sheds if you’re a garage door company, would you?

Because of this you need to make sure you don’t leave things to chance because Google might be clever, but it’s not THAT clever.

Make sure your listing communicates with potential customers what your business does, where it is, and how they can purchase your products or services that you actually offer.

Keep it keyword kool
Just like other forms of search, Google will look for a variety of signals in order to serve the searcher your listing.

These signals are things you can put in place in the form of keywords and search phrases. The kinda things people will type into Google in order to find your product or services.

So if you serve vegan and gluten-free food in Folkestone, then make sure you include those keywords!

It’s also really important to Google that all mentions of your name, address and phone number are consistent across the internet – do some research and make sure that the info on your Google My Business page matches what’s on your website and elsewhere across the net.

Let them know when you’re around…

Nothing is more annoying than wandering down to the restaurant you’ve wanted to try for ages only to find it was shut for a national holiday you didn’t know about! 

Don’t be that business. Keep your opening hours up to date. Consider it a very important element of customer service.

You can enter your business hours on Google My Business, but you’ve got to make sure you update them whenever they might change. 

Google also offers the ability to customise hours for holidays and other special occasions so you don’t have to reset them every week.

 

Add some personality with your photos

What’s a better way to prove you’re the real deal, than by posting a photo?

Photos will help your business listing performance more than you may think. 

In fact, if you have them, you’re likely to receive 42% more requests for directions, and 35% more click-throughs to your website than listings without photos. Or so says Google… 

Your most important photo will be your profile image, the one that will get the most exposure and, hopefully, have the most impact. 

But don’t forget to also add a cover photo and additional images to show off your business, painting it in such a way that will make your business irresistible to the user.

 

And finally, manage the way people speak about you

Your Google My Business listing is a great place for customers to leave reviews about their experience for the world wide web to see. 

Because of how public these reviews are, it’s important to manage and respond to them, illustrating business values and customer service.

You can ask people to leave a review once they’ve visited your store or used your service, hopefully inspiring future customers. 

Other than people saying nice things about you, there’s also the added bonus of positive reviews increasing your business’s visibility in search.

By implementing a few of these things onto your Google My Business profile, you can expect to see some more GIANT results. 

We’ll look into it in more detail another time, but you can even look at the analytics within the Google My Business platform to monitor the success of your efforts. 

If you’d like any advice then share links to your listing in the comments below and we’ll see what we can suggest.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

 

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

Google Ads Bidding & Auction: How Does It Work? ????

Google Ads Bidding & Auction: How Does It Work? ????

Google Ads Bidding & Auction: How Does It Work? ????

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You’re ready to take the plunge into your money bags and have a go at Pay Per Click advertising. Great!

Whether you’ve only just started, or you’re not quite getting the results you hoped for, I bet the mystical black box that is PPC bidding and the “auction” is a real frustration. 

Well, fear not, it’s time for me to debunk the PPC bidding mechanism and share my top tips for efficiency.

Get your auction cards ready, because Wednesdays are about to get GIANT.

 

Hello, my name is Ant and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

So, PPC. Pay Per Click. The act of only paying for your advert, when someone clicks on it. Exactly what it says on the tin.

But if you’re here, you know that already and you’re onto the bidding stage.

Well, you’ve got your keywords tightly themed into logical, relevant and match type-specific ad groups. You’ve also written some great adcopy that’s relevant and informative.

Your landing pages are ready [cutaway: checklist all these], all your extension best practices have been followed and you know how much you have to spend on your campaigns.

So, all you have left to do is decide on the bid, the maximum cost per click you are willing to pay.

But where do you start?

Well, first things first… let’s work out how it works.

Some context for you, when a user goes to Google, types in a search query and hits enter, the huger games *ahem* the auction… begins!

Imagine you’re on eBay. There’s a pair of shoes you’re desperate for. You have £10 to spend but you go in low with a starting bid of a fiver. 

It’s pretty much that, but on Google.

Anyway, back to Google where the auction has just kicked off.

Google reviews all the advertisers that are eligible to appear for that search term and compares the amount they’re willing to pay for a click.

It then works out an order for them to appear based on this and hey presto, you have your results.

If you’re willing to pay more, you’re more likely going to grab the limelight. But that’s not fair for those with not-so-deep pockets, is it? 

To guarantee everyone has their fair chance of appearing at the top, Google balances the bid with user experiences, reviewing each advertiser for Quality score which is made up of three core components:

 

  1. Expected click-through rate, so the likelihood a user will click on your ad.

 

  1. Ad relevance to the query itself. This is where the ad copy should always ALWAYS be clear and relate to what the user’s searching for.

 

  1. And of course, the landing page experience. Are the users directed to a page that reflects the intent of the query? Does it provide a good user experience?

 

Make sure you’re ticking these boxes and then, alongside your bid, Google will calculate AdRank, delivering the ranking order. 

Clever, right? We’ll cover AdRank in another episode of Giant Wednesday, so make sure you subscribe to be notified.

The great thing about the Google Ads auction is that you won’t necessarily pay what you bid either. Just like with eBay, you might get lucky and get those shoes for a little less than you were willing to spend.

Google will only charge you the minimum amount you need to appear in the position you qualify for. How polite!

So now you should have a better understanding of how bidding with PPC ads work and how you can rank your ads highly.

But, before you go, let me share my 3 top tips for winning a Google Ads auction:

Number 1: don’t bid your way to the top. Instead, optimises for quality score. Keyword inclusions in ad copy and landing pages can have a massive impact on what you pay.

Number 2: don’t aim for first position. It’s not about how high you can appear, it’s about getting the most clicks for your budget, so experiment with your bid and remember to be clever with your copy.

Number 3: Never forget the importance of search query management. Search query reports are key to PPC optimisation so you can regularly review and act accordingly so you don’t waste budget or let things ruin your quality score.

And that’s me done!

We’ve spoken about the auction being Google’s mechanism for ranking advertisers that want to appear for a particular search term.

And I’ve hopefully imparted enough knowledge for you to remember that it isn’t all about the bid, but as with most things, it’s about the quality.

You can’t pay your way to success… in this instance anyway.

That’s it for today, go forth and comment your views on this and give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

Video Making & Filming Advice For Beginners ????

Video Making & Filming Advice For Beginners ????

Video Making & Filming Advice For Beginners ????

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I don’t mean to shock you, BUT, video drives up to 10 times more engagement, is shared 12 times more than images and text on social and can give you a 157% increase in organic traffic…

Wow. Who are you to argue with those numbers? It’s no wonder marketers are falling over each other trying to create the best videos possible.

It’s also no wonder people get confused on where to start! 

Well, let me enlighten you. Get your camera equipment at the ready, because Wednesdays and your videos are about to get GIANT.

 

Hi! my name is Alex and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

So I think we’ve already established that video is pretty impressive. 

And I once heard a wise man say “Video is like pizza, even when it’s bad, it’s still pretty good.” 

So don’t worry if you’re no Spielberg or a bit of a deer in the headlights when it comes to filming because I’m here to share five bits of advice to help you create some amazing video.

Lights, camera… action. 

 

Number 1: Choose your camera wisely

Obviously, you don’t want to shoot video on something that has poor quality and resembles a potato.

Nowadays your camera of choice could well be your smartphone with so many of them now shooting in 4k quality, though you are sometimes limited in camera settings like shutter speed and aperture. 

But let’s not get ahead of ourselves here. They are a great inexpensive-ish option.

Whether you’ve got the money or not to spend out on a more solid piece of kit, just ensure you can at least shoot in 1080p at 24 frames per second, and don’t forget to mount it on a tripod for a steady shot! 

The camera you choose to use and the budgets associated with this will very much depend on the type of video you intend to make and its potential return. So keep that in mind unless you’re a real Mr Money Bags.

 

Tip 2: What’s Your Story?

I appreciate your enthusiasm – you’ve got your camera, and you just want to hit record and see what happens. But before you go ahead, bear in mind the reason you’re doing this whole thing at all.

A study found that those who watched video content cared more about the story and content of the video rather than the quality of the recording so let that be a warning! 

Of course that doesn’t mean you can blow the dust off your Motorola Razr and use that, but it does mean that you have to carefully plan your video in advance.

Consider storyboarding your video and writing a script for anyone with a speaking part.

Planning in advance will massively improve your videos, and most importantly, boost engagement with your audience.

 

Number 3: Use a Gimbal

Ever seen one of these? No no, don’t be afraid! It doesn’t bite.

Whether you’re using a mobile phone or a DSLR, if you’re not using a tripod, you’ll really benefit from using a Gimbal.

This awesome piece of tech uses gyroscopes to make sure that your phone is always level – pretty clever huh? 

Even if you think you have the steadiest hands in the world, trust me, your footage is going to come out shaky, which can make your final video look unprofessional. 

As I said, you can buy Gimbals for use with a mobile, like this one, but you can also get ones that work with larger cameras.

Using one of these will dramatically improve the quality of your moving or panning shots and make you stand out from others making video.

 

Number 4: Direct your Subject

So chances are, at some point, you’ll be filming a person. 

Some people have never been on camera, so it’s important that you make them feel at ease.

If multiple takes are needed, make sure you just say! Don’t settle for something that’s not perfect. Keep shooting till you’re happy because the likelihood is the presenter will prefer it too.

No one wants to look like an idiot, immortalised forever by film, they want to look as fabulous as a movie star.

If your subject trips over their words (which they will), make sure they take a short pause and compose themselves before starting again. 

Trust me on this one, editing a subject that makes a mistake, tuts and tries again in the same breath is difficult, and the delivery in the final edit will seem a bit disjointed.

 

Number 5: Shoot in 24fps

If you’re a beginner then this probably means nothing to you.

Well, the frame rate is the speed at which the single frames are shown in a video. Kind of like how fast you flip through a flip book.

Most things in our lives, up until this point, have been shot in 24 frames per second so we’ve all been conditioned to think of it as the ideal way of watching video. This includes pretty much all TV shows and movies.

So of course, in today’s modern world as soon as we see a slightly improved number we jump at the chance. Because 60 frames per second is an option available on your camera and most smartphones nowadays, we seem to think its the better, more advanced choice. 

But in this case, less is more. Unless it’s less than 24.

Of course there’s nothing wrong with shooting video above 24fps, such as 60, or even 120fps, but it’s best that you save those settings for when you want something to be in slow motion.

But if slow-mo isn’t your jam, keep to the old school ways.

And that’s just a small snippet of the advice I could give you to get you on track to making great video.

So remember, 24 frames per second, don’t shoot on a potato, make sure you tell a compelling story and make sure your shot is steady eddy.

You’ll be the next Spielberg in no time.

Share links to your creations in the comments so we can check them out!

And that’s it for today, go forth and comment your views, give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.