7 Adwords Optimisation Weekly Workouts

7 Adwords Optimisation Weekly Workouts

Paid Search Advertising

Is your Adwords account eating up your ad budget?

Quality aside, Adwords is known for high cost per click and eating your ads budget pretty fast. A constant monitoring needed in order to keep things in control. There’re seven things you can do to trim down your ad budget and still achieve the desired results.

Every time I started to learn something new I always wish that someone could come and teach me about it in few steps.

“Do this and now go there and do that”

From now on when you start optimising your Adwords campaign follow the “7 Adwords optimisation workout” regime.

Workout 1: Pause high costing keywords

Show no mercy to high costing keywords that have not bring any conversions or have higher cost per conversion with no ROI. Pause them and move on. Sometimes we get too attached with keywords and give them more chance to perform. Try not to make this mistake when you’re short on budget. Your target should be to squeeze every single penny from your daily budget.


Workout 2: Ad scheduling

Closely monitor the buying behaviour of your customers. What times the majority of sales occurs on your website. Certain times and day of the week perform worse than others. Until you’re selling a high end product where one sale bring thousands of pounds in revenue. The one odd sale around 2 AM does not justify running your ads 24 hours, 7 days a week.

Click on dimensions tab in your Adwords account and click on view dropdown and select time. Here you can see the best day and time your campaigns are performing. Go back and schedule your campaigns accordingly.



Workout 3: Geographic locations

Just like time, each location performs differently too.

For one of our client we found that the certain areas of London are performing quite well. So we went and created new campaign targeting only those areas of London which result in more sales. Any cities that are not bringing sales or the cost for getting sales is high we exclude them from the list.

Click on dimensions tab in your Adwords account and click on view dropdown and select view: user location.


Workout 4: Negative keywords

Best place to look for cost savings which can be used to increase ROI is to eliminate as many negative and irrelevant search terms. To do that go to:

Keywords tab then, under the graph, select Details > All and slowly work through the list, ticking off those you don’t want to be found for. When you’re done , make sure to click Add as negative keyword. This process can save you thousands on pounds each year in unnecessary clicks. We recently saved over £6,000 pa for one of our client in 2015.

The most obvious negative terms which doesn’t apply to your product or service can be added at account level so it applies to all your campaigns.

Workout 5: Quality score

Use single keyword Ad Groups to increase CTR (click through rate) to increase relevancy between keyword and your ad. You can add different variations of same keyword in the Ad Group but try not stuff Ad Group with lots of keywords. You can use broad match modifier option that will automatically  cater for different variations before, between and after that keyword.

Example would be:

+women’s +hats

+Little Venice +Apartments

+buy +puma shoes

Workout 6: Lowering keyword bids

Start lowering your active keywords bids  so your cost per click goes down. But make sure to start lowering bids slightly. If you slash down your bids by 25% to 50% this could significantly effects your ads position. Try shaving them off 5% to 10% at any one time (little by little) while still maintaining strong average positions.

Workout 7: Changing your offer

Most of the time I see people blaming Adwords.

“No, the channel didn’t work out for me”

Before you hit your Adwords account too hard I suggest you to check your landing pages and the offers you’re promoting through those landing pages. Check your competitors landing pages to see if your offers are same as them. Try to make it better if possible, if not at least equal it.

Look at small things like headline, trust seal, testimonials, delivery charges etc… Make changes and monitor its performance.

Follow the regime 

Follow the above regime once a week. This would hardly take few minutes of your time each week. The regime will keeps your campaign running smoothly without eating up your ad budget.

SEO or PPC which one is best for your Business

SEO or PPC which one is best for your Business

Paid Search Advertising

As Henry Ford once said:

“A man who stops advertising to save money is like man who stops a clock to save time.”

Choosing between SEO or PPC depends on your needs and budget. If you need to see some quick results and willing to pay for it, then PPC is the right option for you. But if you’re operating on a shoestring budget, it may make more sense to invest time in chasing high search rankings through SEO.

Here are three questions to consider:

  1. How large is your website advertising budget?

With PPC you can set a daily spending limit to manage your daily budget but before that you also need to know how much you’re willing to pay per lead/sales.

  • How much a product is costing me?
  • How much I am selling it for?
  • How much I can pay to acquire that one sale or lead?

In question three lies you answer. “How much you can pay to acquire a sale”.

Let say you can afford to pay £20 to acquire one sale. This is the CPA (Cost per acquisition)  you can invest to get that one sale. This answer will allow you to decide whether paid advertising is the right option for you or not.

If you’re not very established business and have no money to commit to advertising, then stick with free SEO methods. But if you’ve little capital to invest in PPC, consider giving it a try because it offers number of benefits, including:

Faster testing. No matter how good is your website it requires traffic, to test its effectiveness. Unlike SEO, PPC will allow you to drive targeted traffic to your website and give you full control on where to send that traffic. This means you can test your website pages pretty fast to see if they are working for you or not.

Protection from SEO algorithms. Search engines like Google are very strict when it comes down free listings. New algorithms updates comes time to time. When that happens, sites that been optimized in one way can lose rankings which will result in loss of sales/leads.

But when you pay for traffic, you’re assured a steady  stream of visitors, no matter what changes Google and other search engines make.

  1. How high are the average CPCs in your industry?

In addition to your total advertising budget, take a look at what your competitors are paying for ads.

PPC allow you to bid what you’re willing to pay for a single keyword click. Whatever you’re willing to pay will decide your position on the search engine paid listing. If you’re bidding too low your advert can appear on page 2 or 3 depends on the competition. Which means you probably get no clicks at all.

If the average CPCs in your industry is very high – £42.30, for example, for the phrase “auto insurance”. Those prices make it more difficult for new advertisers to turn a profit from PPC traffic. In such cases, SEO might be the better choice.

  1. How competitive are the SERPs in your industry?

It’s very important that you know how competitive the search engine results pages (SERPs) are for your target keywords. The early you know about this the better and not six month down the line.

Enter you keywords into the Google Adwords keyword planner, which will show you the estimated competition level, as well as the average CPCs.

In the high competitive industries, you may find that result pages for your keywords are mostly dominated by authority websites. Which is nearly impossible to beat without some big investment of time and money. In those cases it make more sense to pay for traffic using PPC promotions.

This isn’t always necessary to make an “either-or” choice. PPC and SEO combined can be quite powerful. Ask above three questions to yourself and determine the optimal mix of PPC and SEO for your website.

Are You Making These 5 Common AdWords Mistakes?

Are You Making These 5 Common AdWords Mistakes?

Paid Search Advertising

These are five of the common mistakes I see when auditing client’s AdWords campaigns…

1. Forgetting that Google reward relevance.

Make sure all keywords in each AdGroup are related, and your advert contains the same phrases including the destination page the ad leads to.

2. Way too many keywords in an AdGroup

Unless the keywords are closely related, try to have 15 or less keywords in one AdGroup. So try not to stuff your AdGroup with too many keywords.

3. Ignoring the negative keywords

Best place to look for cost savings which can be used to increase ROI is to eliminate as many negative and irrelevant search terms. To do that go to:

Keywords tab then, under the graph, select Details > All and slowly work through the list, ticking off those you don’t want to be found for. When you’re done , make sure to click Add as negative keyword. This process can save you thousands on pounds each year in unnecessary clicks. We recently saved over £6,000 pa for one of our client.

The most obvious negative terms which doesn’t apply to your product or service can be added at account level so it applies to all your campaigns.

4. Not split-testing adverts

Always start with least 2 to 3 competing adverts in each AdGroup and set them to rotate evenly so you can watch their performance over the period of time. When you have a clear winner, pause the other ads and write a new competing advert. Make sure you pause the losers because if you delete them you will also lose the history of those adverts.

5. Not thinking as the customer

This is the most common one, ask yourself this question, “If you were the customer, what would attract you?” Sometimes asking a question followed by a direct benefit really helps.

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You can add more extensions to your ads. Adding extension will allow you to show more information e.g. phone number, booking form page link and USP’s of your service or product. If you’re not sure how to add extensions checkout my article 5 AdWords extensions that can improve your conversion rate.

5 AdWords extensions that can improve your conversion rate this Christmas

5 AdWords extensions that can improve your conversion rate this Christmas

Paid Search Advertising

Most businesses think AdWords is complicated to manage.

First, you have to do a lots of keyword research to find best performing keywords for your campaign.

Second, you need to spend some test budget to learn what terms are converting for you.

Third, you have to pause (trim down the list) keywords that are not converting for you, adjust the match types and find new profitable terms so you can get consistent flow of targeted traffic.

In this article we would like to discuss some cool tactics that can improve your campaign performance and profitability this Christmas. The best part is that you don’t have to wait for weeks to see its impact on your sales.


Say Hello to AdWords Extensions

Traditionally you’re only able to use headline, URL and ad copy but AdWords extensions beef up your ads by adding more information and make them more click worthy which in return will lower your cost per click and most likely improve conversion rates.

This is how regular Google ad looks like without ad extensions:


As you can see it only uses the basic headline, URL and copy. We all have seen them many times before.

Now when you use AdWords ad extensions you will see an ad that more look like Darlings of Chelsea as shown below.


Now the question is, how do you beef up your ads from standard 4 rows to 6 rows and add a phone number, like Darlings of Chelsea?


Adding Extensions to your AdWords Ads

First, login to your AdWords account and click on “Ad Extensions” in the top menu.


After selecting “Ad extensions” tab click on “View: Sitelinks extensions” dropdown. Here you can select different type of extension you’d like to add from following eight options:


In this article, we’ll show you how you can use following five extensions.

  1. Sitelinks extensions
  2. Location extensions
  3. Call extensions
  4. Review extensions
  5. Callout extensions


Extension 1: Sitelinks extensions

Site links extensions allow you to add additional important links to your existing standard ad which contains headline, URL and copy. For e-commerce business this could be more relevant categories to your website. If you’re in the services industry you can show more services which you think people would be interested.

Here is the example of what your ad will look like with site links.

E-commerce Industry


Service Industry


You can also show them with more description text like in the example below.


But the example shown above won’t show this way every time. Google will decide whether or not they’ll show additional text below the links or not. The above style of site links I see more on branded terms but again it’s not a set rule.

So in order to add more text under your site links here’s what you need to do.

Click on “Ad extensions” in the top menu and select “Sitelinks extensions” dropdown.


Now click on red “+Extensions” button and select which campaign you would like to add the extension to.


Now select the campaign you would like to create site link extensions to.


Now click on “New sitelink” button.


You’ll see a pop-up where you need to add text headline, URL, and description of copy. You can leave the description box empty if you don’t want to show the additional text.


After adding all the necessary details when you click on “Save”, the site link will be save and ready to go. This applies to all ad groups under that campaign you have selected when adding the site links. You may want the site links to appear in some ad groups and not for others. For that you need to go inside that campaign and select individual ad groups to adjust the settings.


Extension 2: Location Extensions

Location extensions is great if you’re running a local ads. As a business you can show your business address, phone number and a map marker. For mobile users it also include a direction link for searchers who’d like to get directions to the business.

Take a look in the example below:


The extension helps your ad to stand out. It also shows that the advertiser is local and a searcher can visit them in person.


Extension 3: Call Extensions

With this extension you can show your company or store phone number in your ad. This is a great feature to capture phone orders or enquiries, especially on mobile devices.

Google claims that phone number in your ads increase click through rate as much as 6% to 8%.

Here’s how call extension looks like in search result.


Tip: Use local landline number – Usually local landline number cost nothing to people who’re calling from their mobile phones.


Extension 4: Review Extensions

Review extension gives your ad an instant authority and trust. Here is the example of Instapage ad that uses a review from G2 Crowd.


If you want to use review extensions, you need to find the reviews about your company on third-party sites like G2 Crowd, Trust Pilot, Trust Radius, etc…

The reviews should come from a trusted third party website and not from your own website since there’s no easy way to verify the validity of those claims.

Make sure you read Google review extension guidelines before using reviews from your own website.


Extension 5: Callout Extensions

Callout extensions are another great feature. It allows you to add more text to your ad. With callout extensions you can show short snippets of text. This help your ad to standout more. Checkout the example below:


  • No deposit
  • 48 months
  • 7 day delivery
  • Stores nationwide

Any short phrase that can describes something special about your service can be added as callout extension.

All extensions discussed in this article are free to use. You can use all or any individual extension that fits your requirements. Each extension will increase the click through rate of your ad and hopefully help you increase your website conversion rate.

If you have any questions feel free to ask in the comments below. You can also do a Google search for each extension, tons of information available on how to use them.

Remarketing is a first line of defense for retail businesses

Remarketing is a first line of defense for retail businesses


Retargeting/Remarketing is the function of capturing information at one touch point & using that information to target a user at another touch point. SEOmoz study showed that retargeted customers were 70% more likely to convert & they will spend over 50% more than normal visitors.


Re-marketing is usually used in two ways


  1. Increase overall conversion rate of your site, by keeping yourself on people’s minds while the compare suppliers.
  2. Be more aggressive with other targeting methods when showing ads to anybody who has been to your site before.

Remarketing and interest categories allow you to segment your audiences in custom combinations. By utilizing multiple remarketing lists with different pages viewed or cookie lengths you can target people in increasingly clever ways.

Remarketing Case Study – Before


Remarketing Case Study – After


Types of Paid Traffic, Cold vs. Warm

Types of Paid Traffic, Cold vs. Warm

Paid Traffic

Delay is the death of the sale. – Gary Halbert

Two thumbs up to Gary’s quote.

In business your biggest asset is your time, and the money comes second. Paid traffic saves you time and reveals if your offer is a converting offer or not. But before you jump into paid traffic you must know some basics otherwise you can burn your budgets very quickly with little or no results.

Types of Paid Traffic

There’re two types of paid traffic.

  1. Cold Traffic
  2. Warm Traffic

What is a Cold Traffic?

Facebook ads are a great example of Cold Traffic. On Facebook people are not actively looking for a solution. Your ad starts to show in the right navigation of Facebook ads or in the news feed; your prospect clicks on them and lands on your offer.

Chances are, they will see your offer, keep it in mind and hopefully come back later to take action. In most cases it can take two to three visits before the prospect become serious about your product or service.

Retargeting is a Must

If you’re not retargeting your prospects you’re leaving a lot of money on the table. If you don’t know what is retargeting let me explain:

Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web. Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel).

If a consumer visits a website, but does not make a purchase or convert in another way, retargeting is a “reminder” of that website that they visited. Using retargeting methods, advertisers show ads to people more frequently once they have visited the website.

Retargeting is an essential part of paid advertising for both cold and warm traffic.

When to drive Cold Traffic to your offer?

When you’re offering a low-ticket item, which is a no-brainer for prospects to take action on. You collect leads and later convert them for high-ticket items.

Good examples are:

Sending them to a Free Report e.g.

  • How to reduce your heating cost in three easy steps
  • Three deadly mistakes that can bring your business down overnight
  • Case study reveals Nine Ordinary Businesses that were just surviving, now thriving.
  • Nine marketing experts reveal their ultimate secrets for getting rich with Internet auctions!
  • And the list goes on and on…

This strategy can fit into any business type. They get the report in return of their name and email. Your report and email auto-responders will take over things from there and convert them to paid customers.

Cold Traffic Landing Page – Example 1

Cold Traffic Landing Page – Example 2

Sending cold traffic to your product or service which is a low-ticket item.

  • This could be a report again, but this time you’re actually charging for the report e.g. £7
  • If you are a software company this could be free sign-up for a 30-day trial.
  • A calculator to resolve their financial problems, then ask for their details to get the result.
  • A short, engaging personality survey and you ask them their details to get to final result.
    This could go on and on…

The target is to engage cold traffic and later convert them into loyal customers.

Can work with both Cold and Warm Traffic – Example 3

Cold Traffic Landing Page – Example 4

Cold Traffic Landing Page – Example 5

Can work with both Cold and Warm Traffic – Example 6

What is a Warm Traffic?

Warm traffic is the traffic where your prospects are actively searching for a solution. Google search is the best example of warm traffic. When someone goes on Google they actually take one step further and type in exactly what they are looking for e.g.

They land on your offer landing page, and if they like what they see, they actually contact you or buy your product.

Warm Traffic Landing Page – Example 1

Warm Traffic Landing Page – Example 2

Warm Traffic Landing Page – Example 3

Again Retargeting is a Must

Even its a warm traffic chances are they would leave your website to checkout your competitors. At this stage if your ad is not following them chances are high they would not come back again. So make sure you use retargeting ads to bring them back to you offer. Give them some incentive on the banner e.g.

When to drive warm traffic to your offer?

There are no exact scenarios to warm traffic. Check your offer or service and decide if it’s worth promoting for paid search traffic. Warm traffic costs more due to its very nature. If you are low on budgets and your industry is in huge demand, the chances are, the click cost will be high too.

Here are some examples anyway:

  • When your product is extremely high in demand and there are a good amount of searches on them.
  • When your product or service is of peak importance or imperative.
  • When your brand name is already established and people are actually typing your company or product name on search engines.
  • When your product brings a healthy ROI on each sale.
  • When you have a very good sales team in place to call and convert those leads into sales.
  • This could go on and on…

Cold vs. Warm Traffic

Important Note: All the above statements about cold and warm traffic can overlap each other depending on your product or service.

Best Strategy

Start with cold and warm traffic both, to see which works better for you.

Poor Strategy

When you offer one flat service/product and do not have any back-end products or service (up-sells) to increase profits. Up-sells actually bring your cost per acquisition down either you’re selling them online or offline.

Even the companies who sell a luxury boats or a Jets have an up-sell where they sell high end insurance to their clients.

Why Up-sell is so important in Paid Advertising

Let say your current cost per acquisition is £50 and you up-sell a service or a product that cost £20 to add in their existing order, this brings your cost per acquisition straight down to £30 a significant drop.

But if your product or service is more like a subscription base, off course your CPA will come down during the course of time. The more they stay with you the more it brings down the CPA.

1 Click Up-sell Example

Up-selling better deal to increase order value.

Average Customer Lifetime Value

A very important metric but seldom used by businesses. Majority of times when businesses see money going out quickly obviously the panic mode kicks in. They think they’re losing money because their cost per acquisition (CPA) is too high.

I ask them this,

Me: What is your customer lifetime value?

Client: What did you mean Rehan?

Me: On average how long your customer’s/client’s stays with you.

Client: Amm…. around 3 years

Me: Good! And how much they spend with you during the three years time?

Client: Calculator out :) tick, tick, tick… approx £2,300

Me: Your current cost per acquisition is £80 and on average your customer is spending with you £2,300 in three years? Reality check please…

We all need to see ROI from the front-end sale I understand that but when it comes down to paid traffic you must know your numbers. Try not to rush things and make an informed decision.

If you’re not sure how to calculate customer lifetime value, check the Harvard Business School customer lifetime value calculator.

Patience Needed

Paid marketing campaigns can take few days to few weeks to pick up, especially with Google AdWords where there’re many factors in place.

In order to make informed decision you need data. This data is priceless if you know what you’re doing. The data can provide you good insight about your target audience including their age, gender, preferred devices (mobile, desktop, tablet), timings they are mostly likely to buy your product and more… When you got this priceless data in hand you simply promote your product or service only to them. Result, you will get targeted traffic and your conversion rate will go up.

So in the beginning you’re throwing some budget to gather priceless data and for that you need some test budget.

Paid advertising is not for the faint-hearted!”
– Rehan Khan


Your paid marketing success is also dependent upon the quality of your landing page copy. Without shadow of a doubt good persuasive copy leads to higher conversions. Get a good sales copywriter they’re usually pricey but well worth the investment.

Your website/landing page design can also seriously affect your conversion rate. So make sure you have a rocking website/landing page in place.

Make sure you test a multiple variations of your offer headline, opening and closing paragraphs, call to action buttons etc… And watch your KPI’s closely.

Your Turn

Now you know how cold and warm traffic works, how would you use this information in your business to get more sales/leads?

How to Reduce Shopping Cart Abandonment

How to Reduce Shopping Cart Abandonment


Shopping cart abandonment rate varies from industry to industry, but an average abandonment rate is somewhere in between 62% to 66%, which in my opinion is a very high number and can be brought down significantly.

If you are selling high-ticket items, where margins are huge, I must say 66% is a good number. Not everyone is your customer. You can usually make more money by targeting existing customers and up-selling them to high tickets items.

It is 6 times more expensive to get a new customer than converting existing customers.

Add to Cart vs. Buy Now Button

Use an “Add to Cart” button rather than a “Buy Now” button. The reason for this is that the “buy now” button, in most cases, takes them straight to the shopping cart whereas the “Add to Cart,” button adds their item to the cart without leaving the page. This allows them to continue shopping uninterrupted, and buy more products if they like.

Also, the “Buy Now” button means they are committing to something where the “Add to Cart” button means they still have the option to walk away. In today’s consumer climate, commitment is the biggest problem with buyers; so don’t force them to buy a product. This strategy will ease the perceived pressure to buy and eventually go in your favour.

Always tell them what you want them to do in the call to action buttons i.e.

“Take me to Basket” or “I would like to add more Items”

These are known as subliminal messaging which help your customers make a better decision.

Early Signup vs. Late Signup

As I stated above “Not everyone is your buyer”

If the potential customer is ready to buy they will buy no matter what and they will buy from you or your competitor.

Let me give you a great example of bravery by Fab.com and how they started. We all know the success of Fab.com and how they have become a multimillion-turnover company in a short period of time.

Screenshot – 1-Jan-2012

When they first started you could not view their products until you create free account with them. This allowed Fab.com to send you their latest offers and deals to bring you back to their site again and again. So one day you will become their loyal customers. Just to let you know, now they have taken out the forced opt-in option because they have a huge email database to target and they are ready for expansion.

Here’s another example

Screenshot – 28-Feb-2013

Another site, related to luxury vintage furniture. They sells expensive vintage furniture items.

Just to give you an idea, their beds prices start at $6000 and goes up to $25000. The site was struggling with sales, no wonder why. But not anymore, they are not only selling high-ticket items but also getting repeat orders. What exactly they have done to completely turn their online business around? They actually went one step further than a forced opt-in; they put a price on viewing their products. If you would like to view their products you must pay $25 to become an exclusive member. Then you get access to luxury furniture items, which are for members only. Now their business is booming no complaints at all. Their buyers know that these items are exclusive and open to few due to the membership barrier.

I am not asking you to become as brave as Fab.com or Vintage Furniture. But slightly change your signup process. Here are two ways you can do that

  • When they add a product to the cart in the light box ask them to put their email address and password to signup. Give them a reason why you are doing this. A good reason can be

“This will help us to save your item in case your browser crashes”

You can make your own reasons; be creative.

  • Alternatively as soon as they hit the “take me to basket” or “add to cart” button and go to the next page, ask them to put their email address and a password to create an account. Use the same reason as stated above and then move them to the cart or basket page.

Fortune is in the Follow Up

Now you have their email address if they later abandon the cart you can always send them an email to come back and buy the item they have left in the cart. You can set frequency in auto-responder that as soon as someone abandons the cart sends them an email after 12 or 24 hours that the product is waiting for them.

It’s always best to take blame on yourself i.e.

“We are extremely sorry our cart was not responsive due to unexpected demand of product you were ordering, we have resolved the problem and your item is waiting for you to continue”.

Once again make your own reasons and be creative.

In the above message we took blame on us as well as created an unexpected demand for the product. Once you have their details you are more likely to convert them.

You can also target them using Google re-marketing, great way to bring them back to your website but that’s another topic.

Follow up is the key and if you don’t follow up, most likely they will never come back. And this is how you tackle your shopping cart abandonment.

3 steps to converting social media traffic effectively

3 steps to converting social media traffic effectively


There are three steps to converting social media traffic effectively.

Step 1: Social Media

Get Attention

  • For at least two months, post at least 4 to 5 pieces of content on a daily basis.
  • Content should be engaging i.e. infographics, micro content, videos etc…
  • Contests i.e. prize, voucher, products, subscription etc… Make sure prize is related to your industry. If you are offering iphone as prize, everyone needs it, my 11 year old daughter would be interested in it but chances are very low that she would buy anything from you.
  • Poll questions only related to your industry subject and not outside the realm of your industry.
  • Promote engaging content using Page Post Engagement ads and use “click to website” ads for direct response campaigns or to promote blog content.
  • Everyone likes jokes or inspirational quotes but we are here to eventually make sales. Try to keep things as relevant as possible to your topic. Not everyone on social media is your client/customer so always keep the 80/20 rule in mind.
  • You can also share relevant and engaging content from other blogs, you would be thinking but this mean I am sending the traffic to someone else website why would I do that. You see the technology has improved and now you can send them to other blogs and still bring them back to your offer. Snip.ly is a great service which allows you to show your offer when you send them to other blog/website content.

Build Trust

  • Post awesome and helpful content.
  • Ask happy clients to post testimonials on your Fan Page.
  • If running a contest ask winner to take a photo with the prize and post it on your page.
  • If you made a mistake share with others, your followers will love you for your honesty.
  • If you support some charity or cause talk about that e.g. If you’re a water filter company talk about people who do not have clean water to drink and what are you doing about it.

Step 2: Blog

Build Relationships of Trust & Give Additional Information

  • Well written articles to help their decision making life easy e.g.
    • Product reviews
    • How to articles, videos and podcasts
    • Case Studies
  • Use click to website ads to promote website content.
  • Create helpful report or whitepaper for them to download in exchange of their email.
  • Use exit or scroll overlay, blog left or right navigation to promote your report/whitepaper.
  • Create a well thought email sequence to bring them back to sales.
  • Call to action buttons or links in the report/whitepaper.
  • Implement retargeting pixel on your blog, if they haven’t downloaded the report promote the report to them. If they haven’t liked your facebook page ask them to like your page using retargeting ads.

Step 3: Website

Sell Products and Fulfills the Relationship

  • Ask this question to yourself, are you selling your products or services on Social Media?
  • Placing social badges on prominent positions on your website means you are driving them away from your website. e.g. We are social visit us on facebook, linkedin, Twitter or youtube.
  • Try not to reverse the strategy.
  • If they came via search engine use retargeting ads to bring them back to your website. Give them some incentive “We understand you’re curious get 20% off your first order”.
  • Once they become your client focus on your retention rate because “It is 6 times more expensive to get a new client than converting existing client”.
  • It took you some time to build credibility, relationship and finally convert them into client. Treat them as client and not as customer. To me customer is someone who buy a packet of cigarette from 5 different shops in the same area. On the other hand client is someone who you look after possibly for life.

Note: Make sure you track them every step of the way otherwise you would never know your Cost Per Acquisition and the most successful path towards sales.