Click-Winning Content

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01/04/2022

Google Analytics 4 - It's Time!

If like me, you've had your head in the sand about Google Analytics 4, or weren't aware of it, Google's recent announcement that the current Google Analytics (Universal Analytics) will stop tracking on 30 June 2023 means that now is the time to get it up and running!

Here's a quote from an email that Google sent today:

"Google Analytics 4 is our modern solution for supporting businesses across platforms while prioritizing user privacy. We will begin sunsetting Universal Analytics next year and encourage all users to migrate to Google Analytics 4 as soon as possible."

Here's a link to my Q&A with Carolyn James who has been helping businesses set up GA4 and conversion tracking for the past few months.

https://clickwinningcontent.com.au/google-analytics-4-its-time/

Anyone who regularly uses Google Analytics needs this update.

-Mel

During my lockdown clean out I came across my lanyard collection. They will not be getting cleaned out!So many great mem...
19/09/2021

During my lockdown clean out I came across my lanyard collection. They will not be getting cleaned out!

So many great memories. Remember the days when we regularly went to live events? Hopefully again 2022

- Mel

Really enjoyed presenting about Using Google Ads to Market Events with Linda Tillman today.There’s so much opportunity f...
19/04/2021

Really enjoyed presenting about Using Google Ads to Market Events with Linda Tillman today.

There’s so much opportunity for events and tourism companies.

The recording will be available soon if you still want to watch it.

10/01/2021

My next ‘thank you’ is to our partners.

This includes Google via the Partner Program (we wouldn't have a business if there weren't any Google Ads!) and all the web developers, marketing and SEO agencies that refer business to us, provide advice and work with us to improve Google Ads results for our clients.

Thanks also to all the 'business friends' who supported me and other businesses during lockdown.

We wouldn’t have the business that we have without you.

07/01/2021

Following on from Tuesday's post, my second ‘thank you’ is to our clients.

Thank you for staying with us.

We were with you 100% last year in terms of pausing campaigns, updating ad copy, changing campaign structures and budgets, pausing campaigns and suspending management retainers to do whatever we could to help you get through.

I really love that I have such good relationships with our clients that we can always openly discuss how things are going. Clients from outside Melbourne always asked about our situation during lockdown, and I could always be honest with our clients if I was having a tough day and needed to reschedule calls or training.

This means the world to me.

As does this kind of client feedback that was emailed in December:

“Thank you for everything you have done for us this year… you’ve made the COVID period all that more easy 😊”

05/01/2021

I generally share Google Ads tips, and not personal posts. But over the coming days I want to acknowledge everyone who made 2020 better.

To start, I’d like to say ‘thank you’ to our people.

This includes the team that supports Andrew McCready and I every day, helping with day-to-day Google Ads account management, reporting, marketing, social media posts and other advice whenever we need it.

Also ‘thank you’ to our business friends, friends and family that supported us this year, kept us connected, joined me for online activities and creative distractions, created introductions, referred leads, engaged with our social media and generally ‘checked in’ to make sure we were OK.

This is always important and appreciated but last year it was extra-important.

Please enjoy a Star Wars gif :)

- Mel

07/12/2020

Google Ads – Important Information About Bidding Strategies

When you view the Recommendations provided in your Google Ads account, often you’ll see that they want you to change Bidding Strategy.

So today I’m sharing 2 important things.

1. Don’t move to a Conversion based bidding strategy if you don’t have Conversion Tracking set up. (Yes, this does happen!)

These bidding strategies are called Maximise Conversions and Target Cost Per Acquisition.

They can work well if you have complete conversion tracking, such as tracking for online enquiries, phone calls and/or online sales.

But if you don’t, and there aren’t conversions coming through, often Google’s machine learning doesn’t know what to do and you end up paying more per click.

2. When changing Bidding Strategy consider doing an Experiment to send half the clicks to the different strategy, so that you can compare the results with your current strategy.

Or, instead of simply changing the setting on the campaign, copy and paste the campaign, pause the original one and start the new one. While this may mean Google’s machine needs a little more time to ‘learn’ about the newly pasted campaign, it also means that you can revert to the original campaign if needed, without losing any of the settings.

30/11/2020

Is your phone number ‘click to call’ everywhere that it appears on your website?

When someone visits your website via a mobile device, if they see a phone number they want to be able to click on it to call you.

Sounds logical, right?

Everyone should know this.

But way too often I’m still seeing phone numbers that aren’t click to call. Maybe the main phone number in the header is, but where the phone number appears in the footer, on the contact page or embedded in copy it isn’t.

This doesn’t make for a good user experience. Who can be bothered finding a pen, writing down your number and then entering it in your phone? Not me!

Also, when phone numbers are click to call you can add event tracking for how many people click on the number to call you. This give insights into how many conversions you're getting from your marketing, including Google Ads campaigns.

Key Takeaway – Visit your website on your mobile device and click on your phone number everywhere that it appears. Also be aware that phone numbers can be clickable, or not, based on different browsers. So get your web developer to do thorough testing, particularly in Chrome and Safari.

15/11/2020

Google Analytics - A low Bounce Rate isn’t Always Great!

Bounce Rate is a super important stat. It measures the percentage of people who view more than one page of your website before leaving. So, the lower the better. It shows how engaged with your website people are.

I would expect a the Bounce Rate of a service provider’s website to be around 50% or less and eCommerce 30% or less.

However, if your website has a super low Bounce Rate, sorry to let you down, but it’s more than likely that the Google Analytics code is added twice.

I would be suspicious of a Bounce Rate less than 5% and often it’s less than 1% when this mistake has occurred. Basically it means that you’re not seeing correct data in your account.

The solution is to remove one instance of the tracking code. Sometimes it’s added via Google Tag Manager as well as being added direct to the code, or via a WordPress plugin.

My recommendation is to get it fixed so you see the correct data. I’ve seen this happen three times already with different clients this month so wanted to make sure you're aware of it!

12/11/2020

Dear Mailchimp,

Please stop changing. You had me at "I want to eat a banana" in the chimp chat many years ago, but now I can't keep up with you.

Regards
Mel

29/10/2020

How do Google Ads impact Search Engine Optimisation and the Search Engine Results Page?

Some clients think that when their ads are running, their organic (free) ranking improves. This is not the case. Google have confirmed that paid ads have no direct impact on organic rankings.

However, Google ran a study that showed that if people see an ad, skim past and don’t click on it, then they are more likely to click on a first page organic listing for the same business. So in my opinion that’s a win win. You didn’t pay for a click on the ad, and got the organic click.

Generally I recommend a mix of both Search Engine Optimisation and Google Ads, depending upon your budget and how competitive your industry is.

If it's really competitve to get your website on Page One organically, Google Ads are a good option to test.

What you choose, do it well, and carefully, with conversion tracking so you know whether or not you’re getting the right Return On Investment.

27/10/2020

Is Google Ads just for big budgets?

Can you spend small amounts and be successful?

The answer is – YES! You can be successful with a small budget.

But also – IT DEPENDS!

It depends on your expectations (and definition of success), how much your clicks cost and how well your website converts.

If your budget is $5 per day and your clicks cost 0.50c each, then you can get 10 clicks per day. At 10% conversion rate then you’ll get an enquiry every day.

However, if you’re in a more competitive industry, your clicks could cost $5 or more each, in which case the $5 budget isn’t enough.

My recommendations for making the most of a small budget are:
1. Start by having a high quality website
2. Have conversion tracking set up
3. Use a Search campaign that is targeted to the right geographic area, doesn’t include broad match keywords and have carefully selected negative keywords added, right from the start.

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Fitzroy, VIC
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