Building TrafficTraffic on your website is very similar to foot traffic on a brick and mortar business. We all know that to grow a local retail business we would need to grow the number of people going through the front door. Growing a web site or web property requires the same formula except that the visitors may be driven from a number of areas and many visitors may never even see the front door or homepage of the web site. In the early days of the web you would find lots of under construction signs on web pages. These signs made it clear to the visitor that work was needing to be done. These signs and banners appear much less frequent now as it is assumed that a website should always be under construction. A good website should always be growing, sharing, informing. changing, igniting conversations, provoking thoughts and driving actions. A website that can do all of these things can quickly grow its traffic.
Hits - We don’t look at HitsHits was a way of expressing how many of something happened on the web in years gone by. Now we are interested in Unique and repeat visitors. These are two of the metrics where significant increases and growth are most sought after. A visitor would more likely be a person than would a hit.
How do we build traffic / visitors?We use a variety of methods to deliver traffic to web properties.
- Google AdWords
- Search Engine Optimization
- Social Media
- Print Media
- Guerilla Marketing
- Video Marketing
- Email Marketing
- Other PPC OR CPM Offerings
Google Adwords Campaign Negatives When we are managing Google AdWords accounts it is key to determine the best way to minimize unwanted spend. Spending money on keywords and searches that are not relevant or optimal can often lead to higher spend rate and lower conversion percentages. Is your Google AdWords campaign going the wrong way? Add some effective campaign negatives to get your campaign back on track. When using campaign negatives I like to look at the entire scope of the campaign. Here are a few points I often consider first for campaign negatives.
- Geographic Area Negatives - Used to limit areas a customer does not serve inside of the market area.
- Poor Word Choice Negatives - Used to keep keywords that often do not help generate conversions. Words like Free or DIY are often in this group.
- Poor Image Negatives - Used to keep words that portray customer in bad light should be removed. For example a fish store might remove Rotten or Rancid.
- Similar Word Negatives - Used to remove words that have similar phrases but mean different things. For example Garage for Car Door Repair when targeting Garage Door Repair.
As you read this article know that it was completed using the process that I am going to discuss. I'm actually collaborating with myself in the document.
How?To create this document I am using my Google Apps for business platform. I created a new article on my Google Nexus 7 Tablet. As soon as this is saved, my desktop shows the article ready for editing. I open it and press the microphone button on my Nexus 7. I'm actually speaking the document text into my tablet while editing spelling and other issues on my desktop. I find this technique allows me to fix the voice recognition errors and also provide proper spacing and heading tags as needed to write a document.
If you have never used a Google Apps document to collaborate, I would suggest you use the power Google Apps to create a document with yourself or others. It can be an eye opening experience. Just a trick I use in my Day. Hope someone else finds this useful.
Web forms are key conversion points on pages and blogs. Have you ever wondered why people fill out web forms when there is phone number readily available? To understand this process it is important look at the factors that control the end user's conversion path. Here are a few factors that can control the method of conversion your end user will choose:
- Time Of Day
- Day Of Week
- Telephone Restrictions
- Schedule Limitations
It is 3AM and this potential customer is surfing the Internet looking for a home builder to build his new vacation home in the moutains. He finds your site and is impressed with your portfolio of projects. He visits your contact us page and their is a phone number and an email address. It is too late to call and his email client kicks out because he doesn't have a mail software associated with his profile so it causes frustrating error. He bounces from your website with intentions of calling your office in the morning. He never does.An effective conversion web form would have most likely captured this vistors / potential customer information and you might be typing a proposal now instead of reading this blog post. So in closing make sure you have a conversion point that allows a customer to communicate with you without the need for email that won't be controlled by their location, time, restrictions or other factors.