Understanding Google’s Dynamic Search Results

Google is constantly adjusting their search results to provide a better customer experience and provide more relevant results.

We – as customers – can now expect to see a variety of content in the results page. As well as text listings we now get video, images, local map results, featured snippets, shopping listings and more.

search results
SERPS results

The standard organic listings themselves also sometimes feature additional results, for example, top pages, review scores and opening times. All this enhances the listing in a way that is easy to scan and visually appealing. Resulting in better click-through rates.

Paid search ads have also changed. The product listing ads – which are still the subject of an EU competition investigation – have increased in size. The number of search ads changes depending on what is being searched for. Some Ads are being displaced by map listings; for other searches up to 4 paid ads can be displayed. PPC ads can also be fairly large with all the extensions that can now be activated.

With Google constantly refining how results are presented, SEOs need to consider which content is displayed – on a variety of devices – so they can attract more clicks from the right search user at the right time.

The Dynamic Effects On SEO

From the classic 10 blue links on the results pages of old, to the more appealing listings of today – dynamic search results has had a huge impact on how website SEOs do their jobs. It used to all be about keywords, content and link building. Now, we must take into account how different content ranks in different sections of the SERP on different devices for users in different locations searching in different ways (keywords are still key!).

High-quality images (for image results).
Video (for youtube results)
Information on your local business – maps/opening times.
FAQs (for a featured snippet).

Each of these elements, in addition to your standard text content, could win a spot in the search results. All this means a lot more content to produce, optimise and track to maximise search performance.

What to Prioritise?

Examine which content type wins the top spot on the SERPs for your targeted keywords (this may also change for locations so think of your biggest market).

Google is never going to show a one-size-fits-all SERPs anymore. In order to sustain and improve your organic search performance, we need to analyse the ranking position of every content element on SERPs for the target keywords. We also need to understand customer intent to see if a keyword produces SERPs with local results — or with any organic listings above the fold at all.


Search engine optimisation is constantly changing, carry on doing the basics, but keep a close eye on the results to discover the types of content being displayed. Manage SEO and content development better and prioritise bigger wins, you are never going to be able to cover everything.

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How to Hire a PPC Specialist

Quickly hire a PPC Specialist with the skills needed to help your business.

How to hire a PPC specialist. Even if you are already an experienced pay per click practitioner, you cannot assess how someone will impact your business by reading an email and asking a few questions.

Start by taking a look at your business and understanding the person or company that will be required for the job. What tasks need to be completed daily, weekly or monthly?


If your business is in need of speed and growth, you simply cannot afford to hire someone who hasn’t been through that; a PPC specialist from a local digital agency won’t have the general business experience. You need someone that understands how to deliver a plan of experiments at scale and execute them quickly. Any learning curve will be expensive!

If you are looking for someone to play an integral part of your business, you need someone who is a better public speaker in addition to having technical PPC knowledge. Identifying, creating and explaining reports could also be key requirements.

Hire a PPC specialist – Analysing a report.

Provide your potential PPC specialist with a report – this should contain channels, Impressions, CTR, CPC, Clicks, Spend and conversions. Ask for recommendations based on the data. This report could be fictional, but it would be much more useful if it were at least based in fact.

Ideally, your PPC specialist will mention concepts like:

  • What are the business goals?
  • Which channels are being tested?
  • What are the primary KPIs, lifetime value and ROI targets?
  • Efficient budget allocations. What are the budgets?
  • Prospecting v retargeting balance.
  • What are the targeting options and how are the campaigns organised?

The report is a starting point and will allow them to show you how they think and make decisions.

Also, consider having a couple of odd results in the report, like one channel conversion being 0% and another being 50%. Totals that don’t add up our multiple exact counts. They should at least mention that the report looks unusual.

PPC Specialist Hiring- Business Market Awareness.

Ask your PPC specialist to carry out some competitor analysis. Candidates who know to follow competitor brands, engage with posts, or even go to their site and get into a retargeting pool is the one to look out for!

An AdWords PPC specialist should be able to not only have an understanding of keywords competitors might be using but also have a feel for how each brand positions themselves. Ask your potential PPC hire to evaluate the search landscape. This should include estimated CPCs, top keywords, ad extension ideas and copy competitors are using, what recommendations can they make?

This should include estimated CPCs, top keywords, ad extension ideas and copy competitors are using, what recommendations can they make?

In addition to understanding what a PPC specialist can offer, you are also provided with some valuable perspective that can further inform your decisions.

PPC Review and Recommendations

Grant read-only Google Analytics access to your potential PPC specialist and share your most recent budgets. This will allow your PPC specialist to review and recommend real life changes. A candidate who can identify areas where you are overspending or underspend — as well as new opportunities for tests — is one worth employing.

Some organizations are looking for someone to just conduct daily maintenance. But many others need someone to optimize and then scale quickly so you need to evaluate more than just PPC knowledge. General business skills, like budget allocation and return on investment, are crucial to the position.

Hiring a PPC Specialist

Hiring PPC specialist can be easy and insightful. Don’t take risks paying fees or salaries without knowing exactly what you are going to get.


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Contact Rob Wilkinson – Director and PPC Specialist – Online Customer Solutions.

Generate More Instructions with PPC For Estate Agents.

PPC for Estate agents – Optimising for New Instructions.

Generating new customer leads and instructions for people wanting an estate agent requires a holistic approach. PPC campaigns for Estate Agents should play a big part.


When people want to discuss selling their house, do they walk straight into a local estate agent? Or do they start their research online first? Even if it is to find out who the local agents are.

Have a look at the below screenshot for results from searching “Estate Agent in Cheadle” (we are an Online Marketing Company in Cheadle!)

ppc for estate agents
estate agent ppc search

PPC for Estate Agents: Competition

Competition is fairly strong, there are 7 paid Ad slots and the top is won by a national chain with a local presence. This advert is very good and tells us a lot about what your estate agency PPC campaign ad should contain.

  • The Ad contains a price and they use their brand recognised URL in the copy.
  • Their review rating is prominent.
  • Extensions – The call extension will undoubtedly be populated but isn’t triggered.
  • Site Links – Services, free valuation etc
  • URL extension – targeting people looking to sell (possibly filtering people looking for a house) and the location is also covered.
  • Call to action (and offer) – Book a free valuation

Site extensions enhance the relevance of the ads, so make sure they are optimised to the search queries you want to appear for.

I think the only thing I’d like to see (which could be in their portfolio) is mentioning the location in the headline (that the second results – another larger company – does do).

The third place ad is another national estate agent that is spending a lot of money on not just PPC advertising, but TV and traditional print. Their ad looks to play things simple with no extensions, fairly generic URL and a straight forward offer and action in the text. I suspect that it is the “estate agent” or “estate agent in” that could be triggering the Ad (there could be some work done listing all the towns in the UK to customise these Ads.).

Below the first 4 Ads are the 3 business listings, then the 10 organic estate agency results followed by another 3 Ads.

Which Estate Agents Need to Use PPC?

Being on the front page of Google is great, but if you have to get past 7 listings, even being #1 in the search results really makes you position 8! Every estate agent needs to consider supporting their traditional marketing efforts with a PPC campaign.

The more times a business features on the first page of the search results, the more this will enhance credibility and develop additional brand recognition.

Interestingly, in our PPC for estate agents example, none of the local estate agents – that feature high in the organic results – have an active PPC campaign. But the top PPC result also features in the SERPS (position 5). This combined approach is going to drive a lot of traffic that the local businesses are going to be missing out on.

Selling a house has very much the same considerations as many other services. How much does it cost to sell a house? What are the payment terms/guarantees? Is the service going to be good? Preferences on working with local versus national businesses.

Positive online reviews are essential and need to feature on the ads. All these elements (plus any USPs) need to feature in the ad creation.

Estate Agency PPC Keywords and Negative Keywords

As with many PPC campaigns, you’re not going to be focusing on people that are looking to purchase a house. Obviously, this is important, but sites like Rightmove, Zoopla are going to be the main driver for purchasing traffic. You’ll also be getting direct traffic from advertising boards.

So, positive keywords need to include “estate agent” / “letting agent” etc, include the locations that you operate across (making sure to include ‘near me’ and ‘local’). Also include queries such as, “how much does it cost to sell a house”, “sell my house” and words such as “best” and “top”.

As you are not going to be focusing on buyers with your Adwords campaign, you can exclude “buy”, “free”, “houses for sale” and undoubtedly much more.

ppc keywords estate agent
estate agency keywords


Location settings are the priority here but don’t discount mobile and time of day tests.

Competitor Bidding

PPC competitor bidding for estate agency seems especially relevant. Make sure your advertisement is displayed for searches for local competitors. This could sway people in your direction. Especially if you have a better offer!

This is a little more tricky as business searches are likely to also bring up the business listing. Click through rates and quality scores are likely to be low. But it is certainly worthy of a test or two.

Conversely, competitors may be bidding on your business name! Ensure that you are top of these results!

In Conclusion

Estate agency PPC campaigns should be fairly straight forward. Make sure you get the most from your spend and don’t waste your budget.

If PPC is working for the national businesses, then it can certainly work for you. You won’t be able to compete with national budgets, but you can on a local level with more focused ads and offers. Generate more instructions with a PPC campaign.

Get in contact now to discuss your estate agents PPC requirements.

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Free Online Lead Generation – 2-Week Free Trial Offer

Start or resume your online marketing with a free online lead generation strategy and 2-week trial.

If you have already started researching how to find leads online, you probably have a shortlist similar to the below:

  • Outsource Email campaign – £15 per lead.
  • Outsource lead generation (3rd party website capture driven by PPC or social) – £40 per lead.
  • Outsource content marketing – £5 per lead.
  • Your own PPC campaign – unknown cost per lead.

Across all the options, the conversion rate is the big unknown variable.If you have outsourced lead generation before, you’ll no doubt be aware that both quality and supply are variable, which is why your ideal solution is to develop a lead source of your own. Unfortunately, this takes some time to refine and conversion rates are untested.

Assuming you have spent time investing in your website, and you are sure that it will be able to convert visits, the challenge is obviously getting the right people to your site.

It’s likely at this stage that you have already tried PPC (probably AdWords) with limited success. This is usually because campaigns are set up to be fairly generic. It’s worth spending more time defining exactly who your perfect visitor is and what they are looking for.

Related: PPC Campaign Optimisation

Invest as much time in negative keywords as positive ones, utilise all the site extension and have a strong call to action on all adverts.

Free Online Lead Generation Advice

While you are building your own online lead generation processes, dont put all your eggs in one basket. Try and negotiate low scale tests of all your lead options whilst also trying to develop your own lead generation.

You will know what is too much to risk untested, and if the supplier has any faith in their service they will accept a lower trial. If they won’t then they are just trying to get your money off you. Also, be aware that any test will involve suppliers sending you the very best leads. Quality will only go down. Email and content marketing can sometimes sound too good to be true, but are worth a (very) low-risk test.

SEO and developing your own website is an essential long-term option. But long term can sometimes mean years if you are in a competitive industry. Keep adding some interesting copy to your website that people will find interesting and useful. This is the only way to improve your website performance (along with the other technical factors).

Focus on Your Own Online Lead Generation

Establish more specific keywords and refine your ad text. Also, test other settings such as device and time of day.

This should lead to visitors only interested in your service visiting your landing page. Conversion to visit and qualification could then be established. There are other online marketing options (for example social, content, email and affiliate) but I think AdWords PPC is your best chance for a quicker return on investment.

The Free Online Lead Generation Offer

Online Customer Solutions don’t charge anything to review and set up new AdWords Campaigns. We recommend a test AdWords budget of £250 over 2 weeks and fully detail the plan before putting the campaign live.

At the end of the 2 weeks, we can review the results. This could lead to increasing budgets; refining the approach and testing again, or establishing that other lead sources are more effective.

If we continue past the 2-week test then we would put forward a proposal for our time (c£170-£500 per month depending on the effort required).

It normally takes a couple of days to be ready to launch and progress is monitored daily.

If you are interested in signing up to our free online lead generation test, please fill in this form and quote:2WEEKTEST to get started!

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AdWords Daily Tasks – Improve PPC Performance

AdWords daily tasks we do to monitor and improve campaign performance.

PPC optimisation is a never ending task. Here are a few Adwords daily tasks we do most days to improve performance for ourselves, and our clients.


Review the search terms triggering adverts.

On the keywords page, there are three tabs at the top: Keywords, Search Terms and Negative Keywords. The search terms tab will display the keywords triggering your ads and being clicked – hence costing you money.

AdWords daily tasks - search terms
Search terms – Adwords daily tasks

You can use this report to identify negative keywords that you may have missed. You can also refine the match types for your keywords. This can make your bidding more competitive.

Review Ad performance

Keep an eye on your ad performance. Each group should be focussed on exactly what it is your landing page delivers. As a minimum, each group should have 3 adverts.

Review budget

If you are running out of budget you’ll be missing opportunities to reach new customers. If you are generating a good return on investment – based on your goal conversion reporting (!) – Then there should be no reason not to increase your budgets.

PPC Bidding

Being an auction, your competitors are constantly reviewing and altering how much a click is going to be worth to them. Although subjective, you don’t want to be outbid on a keyword that is generating your profit. Keep an eye out on position and bidding reporting to ensure you are getting the most out of your PPC budget. Similarly, if conversion drops off for any reason, you may want to reduce the amount you are bidding on some keywords.

Opportunities –  AdWords Daily Tasks.

Google has a nice feature that occasionally makes recommendations to improve your campaign performance. This usually takes the form of suggesting new keywords. Make sure you don’t just accept these without review. However good Googles AI is at identifying opportunities, their idea of customer intent is based on probability and past click through rate, and may not be suited to your campaign.

AdWords daily tasks: Scheduling/devices review

This isn’t an every day one, but every so often check-up on your scheduling and device split report. If one segment is converting better than another, you may want to weight your bidding to improve overall campaign performance.

Organic traffic report:  AdWords daily tasks

Use search console to identify search terms that are being used to find your website. If you don’t currently rank well for these terms, it could well be worth your time adding them into the AdWords campaign.

Conversion Stats / Trends

Conversion is king when it comes to AdWords PPC. Set up your goals and monitor everything that happens. Get to know which keyword, Ad, device, time of day, landing page etc convert your clicks into customers – and do more of it !

In Conclusion

Constantly keep updating your campaign with these AdWords daily tasks to get the most of you PPC budget.

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Should Freelancers Use AdWords PPC

Help for Freelancers using AdWords PPC.

If you are anything like me, being freelance means you spend half your time looking for work, half your time doing work and the rest of the time living/sleeping.

Related: Freelance PPC ServicesAdvice for New Freelancers from a Freelance Adwords ConsultantManchester Adwords Certified Partner.

Like all businesses, freelancers need to be able to efficiently source new business. Word of mouth will always be the most effective and efficient method, and social networks can help this in a big way. My advice on this would be not to spend money advertising on social media. Use it with your existing network, shout about what you do and get your friends and family to help – eventually your happy clients will be included in this, but until you have a steady supply, you need to consider other sales routes. Use social media to increase awareness, which in turn will generate sales.

My advice on this would be not to spend money advertising on social media. Use it and your existing network, shout about what you do and get your friends and family to help.

Eventually, your happy clients will be included in this, but until you have a steady supply, you need to consider other sales routes. Use social media to increase awareness, which in turn will generate sales.

AdWords PPC is a simple, powerful way to put yourself in front of people who are – at that moment – looking for your products or services. But it can also be expensive and inexperience can be costly.

Understand your objective.

As a freelancer, your objective is either going to generate enquiries (phone calls/email/complete a form) or sales, for example, you make clothes, sell jewellery or photographs. You need to be able to link back these goals to your advertising. Only this way will you understand which elements of your marketing are generating returns.

I’m going to assume that by reading this, you know what AdWords is and that you have a basic understanding of how it works. If not, please search AdWords or PPC on this site and read more about the basics.

Selecting Keywords and Negative Keywords

Almost more important that selecting which searches to bid on, is understand which ones not to bid on. It is essential to understand and use negative keywords. The best way to identify applicable negative keywords is via the keyword planner in AdWords. Whilst you are researching which keywords to bid on, when you come across words that you know are not relevant, don’t just include them, actively add them to your negative keyword list.

Keywords when Advertising
Freelancers and PPC

For example, if you are advertising yourself as a freelance photographer, then relevant keywords you don’t want your advertisement to appear on would be “suppliers”, “training courses”, “rates”, “free”. Don’t waste your marketing spend on searches that are not going to potentially lead to a paying client.

When selecting keywords to active your ads, think about the services you offer, the location you serve and the type of people you are offering them to.


If you are looking for corporate clients, or example, these are more likely to search during office hours on a desktop. If you are selling to a younger audience, they are more likely to be searching in an evening on a mobile device.

Do you serve a specific location? Make sure your ads only show for people in that area.

PPC for Freelancers: Best Practice Top 5 Tips

  • Relevance – Make sure your advertisements are relevant to your keywords and that your landing page explains quickly what you do and how people can get in touch.
  • Testing- Using conversion stats, understand what is working and what isn’t.
  • Sitelinks – Populate as many of these as possible with valuable relevant information. More site links lead to a more eye-catching ad.
  • Business Page – Although not strictly AdWords, making sure you have a good business profile will allow you to link your address and phone number to your ads. It will also help when you get positive reviews (that you must always ask for!).
  • Budget – Understand your click-through and conversion rates. Know how much a conversion is worth and this will lead you to be able to set a budget and maximum cost per click that generates positive returns.

Freelance PPC Conclusion

Paid advertising is not for everyone, you will need a budget, it doesn’t have to be huge but you do need to give it a chance to work. Keep an eye on things and keep going!

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PPC Campaign Optimisation

Optimising up a PPC Campaign to Grow Your Business.

Manchester based, Google Certified Partner Rob Wilkinson, outlines some areas to concentrate on for PPC campaign optimisation.

Read more: Search Engine Marketing and Adwords – Manchester

Online marketing has given smaller businesses a chance to compete in previously unreachable markets. SMEs can now promote their products or services with more limited budgets, scaling as they see results.

Online advertising – especially PPC – provides a clearer return on investment analysis. We can know if our PPC or display ads are working based on conversion data. We can also know how many people see our ads with impressions and even know how many of those people clicked (click-through rate or CTR).

PPC campaign optimisation is not “set up and leave” it marketing, and hiring a PPC management company is often expensive so business owners may think PPC is not ideal for their business – especially if they have tried a couple of techniques and failed.

PPC Campaign Optimisation
Optimising PPC Campaigns


PPC campaign optimisation: Keyword Selection

A keyword is a word or a phrase used by people searching online for information. Google have algorithms that constantly learn from searches to improve their results and deliver the most relevant results or Ads.

It is important to note that Google considered my intent to retrieve relevant results.

Related: Understanding Customer Intent is Crucial to Online Marketing

Considering keyword intent and selecting the right keywords (and negative keywords) is vital to successful PPC campaign optimisation. Select keywords that are relevant to your business.

Keywords selection is also influenced by search volume and competition. Select keywords that have high search volume and low competition by using tools such as the Google Keyword Planner. It will help you see what keywords people are using for related searches, the volume of searches per month, suggested bids and competition.

Long-tail keywords get a higher probability of conversions and lower cost/lower risk. These types of keywords are more descriptive than short-tail keywords and help with PPC campaign optimisation.

For example, if your keyword is “Recruitment Company”, then a longer tail keyword could be “Office Recruitment Company in Hitchin“. Include location and more specific words – this might lead to lower impressions, but clicks will be much more relevant, so increase your bids!

Ad Copy: PPC campaign optimisation

Ads drive clicks and conversion. Avoid being too generic, take what searchers are looking for and tie it to your unique value proposition. For example, if you’re creating an ad for “Recruitment Agency” you may want to create an ad that highlights your 90-day replacement guarantee or your introductory pricing.

Watch your competition, not just your direct competitors, have a look at a what people are doing in other countries and try to offer something better. Remember to use numbers as much as possible. Ads that include them have higher click-through rates.

Keyword extensions are essential. They increase your ad’s size and allow you to add more specific benefits to your offering – enhancing the relevance. There are different types of extensions, such as site extensions (links to specific parts of your site), callout extensions, or call extensions (usually used for mobile devices).

Your ads should have a number of variations. Test different descriptions, headlines and calls to action to discover which one yields the best results. Keep testing! Google AdWords often recommends changes to improve your campaign.

Campaign Structure

Campaign structure is another factor that will help you optimise your PPC campaign. How you organise them is up to you, often location is a good idea, or by service or product. Group similar keywords together with variants and create specific focused Ads.

Landing Pages for PPC campaign optimisation.

The URL your Ad, that is triggered by the keyword, must point to a relevant landing page. If a customer searched for “Recruitment Consultant” and the landing page displays a list of jobs, then this is not going to be relevant for people wanting to use a company to find employees. Again, it is all about understanding customer intent and evidencing that you can deliver the service they are looking for.

PPC campaign optimisation: Quality Score

Quality score is a system used by AdWords to determine the relevance and quality of your campaigns. Low-quality scores increase the cost per click (CPC) and reduce the number of times your advert is displayed. Ad copy and landing page relevance can dramatically affect your quality score, so make sure you also spend time on your landing pages.

Negative Keywords

Negative keyword lists can be used to optimise your AdWords PPC Campaign. These keywords are filters for your campaigns – your ads won’t show for such keywords. This can save you a lot of money in irrelevant clicks that cause bad-quality traffic. For example, if you are targeting businesses for your recruitment company, you might want to use “jobs” as a negative keyword, as these searches are likely to be from job seekers. (Although you may want a separate campaign targeting these visitors!).

Another useful optimisation practice is to create new ads with the new copy. Make sure to create new ads and not edit old ones; otherwise, your performance history will be deleted from your campaigns. In addition, it is always a good idea to take a look at your keyword match types and look at the keyword planner to add more keywords to your campaigns.

In Conclusion

There are a lot more elements involved with running a successful PPC campaign than mentioned in this article.

PPC campaigns are always a work in progress. Make sure you stay on top of any changes and keep testing new ideas! Avoid wasting money, test often and create organised, optimised campaigns. Finally, remember, to continually monitor your results.

See Measuring your Conversion With Google Analytics

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Which Digital Marketing Channel Works Best?

Identifying which digital marketing channel works for you takes time and testing, but it will pay dividends in the long run.

Not every digital channel will automatically make you a return on your investment. Even if they do, some will make more than others, so it is essential that you identify which digital marketing channel works best.


Finding Out Which Digital Marketing Channel Works Best Takes: Time.

No online advertising channel is “set and forget.” All of them require constant monitoring and optimisation. Smaller businesses doing their own marketing, advertising simply don’t have the time to manage and optimise several channels concurrently. So, concentrate on one at a time, set up the campaign and conversion tracking and look for potential to scale. Depending on your sector it’s worth considering AdWords, LinkedIn, Facebook and Twitter.

Website performance report

Customer Intent

Quite often, visitors are looking for your site, not because they want to buy your products or services, but because they are doing research, looking for work or trying to sell you something. Read these articles for how to avoid targeting the wrong searches:


Which Digital Marketing Works Best: Google AdWords and PPC.

If you have put together a great ad which is relevant, interesting and has a strong call to action, you might receive a click-through. If this is combined with a fantastic landing page with an irresistible offer, you will get a conversion.

Google AdWords allows you to place your company in front of users that want your service or product. Proper keyword research and selection combined with adverts that offer solutions and landing pages that funnel customers into sales.


Facebook ads can produce a great return for some brands, but for most, it is about brand awareness. People aren’t looking at their Facebook feed to find a new product or service, they are not actively looking to buy (despite the excellent targeting options).

If you have a local catering company, for example, then Facebook ads are a great way to put your services in front of a local audience that is likely interested in your food. While they aren’t actively seeking it, you can trigger impulse purchases or most certainly raise awareness.

Other PPC

Some digital channels are just irrelevant, for example, if you produce SaaS CRM software for the B2B market, then LinkedIn is going to be the first stop. But advertising your local catering business would be a complete waste of your budget.

If your potential customers are actively searching for a product or service, they are more likely to open Google and type in their keyword query, hoping to find exactly what they are looking for. For many, PPC ads provide the highest measurable ROI.

Influencer Marketing

The latest trend in digital strategy is influencer marketing. But what is it, how does it work, or will it even work at all? Just because one company experiences a massive ROI doesn’t mean that another company is going to experience a similar return.

One classic example of influencer marketing is how Disney recruited EvanTube to promote everything from toys to holidays. If you have kids, you will know about EvanTube. Evan is a US based kid of about 12 whose videoed during everyday life. For some reason completely lost on me, this is a hoot for my UK based kids to watch.

As seems to be the trend now, my children rarely bother with TV (unless it is on demand) and EvanTube represents a way for brands to engage with their target audience. Disney sponsoring Evan to review toys and theme parks which is a natural, perfect fit.

However, you are unlikely to be running a business on the scale of Disney, but influencer marketing is now taking place on a much smaller scale. Social ‘personalities’ are being recruited to review local products and services and spreading the word via their social media channel of choice.

Influencer marketing is just one channel, depending on your business it could be the right one, but, as with all the channels, it is about testing on a small scale and measuring the results.

Measure Your Cost-per-acquisition (CPA) By Channel

For many, which digital marketing channel works best is measured by CPA. CPA is the amount of money spent on a marketing channel, divided by the number of sales generated from that channel.

So, for example, if in one month you spent £200 on Google Adwords. Because you have goals and conversion tracking set up, you know that this has generated 20 sales (CPA=£10). Now, if you then spent £200 on a Facebook advertising campaign, and this only returned 10 sales, this would represent a CPA of £20. The obvious next step would be to concentrate your efforts on Google Adwords rather than Facebook. In this example, the answer to “which digital marketing channel works best?” would be Google.

In Conclusion

There are numerous ways to market your business online, including

  • Email Marketing.
  • Pay-Per-Click Advertising (PPC)
  • Search Engine Optimisation (SEO)
  • Influencer Marketing
  • Display Advertising.
  • Social Media Marketing (SMM)
  • Content Marketing.
  • Affiliate Marketing.
  • Online Public Relations.

The key to identifying which digital marketing channel works best is to experiment and test the waters. Not everything will deliver a CPA that makes financial sense. Pay close attention to your data and know when it’s time to abandon one channel and focus on more promising marketing opportunities.

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Example Negative Keywords for Pay Per Click Campaigns

Implementing these example negative keywords on your PPC campaigns could help reduce wasted clicks.

For many online businesses, including B2B, B2C either e-commerce or not, there are some keywords that are just a waste money.

In order to avoid your ads triggering for the wrong reasons, I’ve put together a list of the more common keywords that I exclude from my campaigns.


These will not be applicable for everyone. Many companies want people that are doing research, are interested in recruiting or are giving away something for free. But for others, these searches are so far away from entering the ‘customer journey’ that they should be classed as negative keywords.

As mentioned, in every situation the objectives are different, this list is not exhaustive and just happens to apply to our present scenario. Hopefully, it will give you ideas to prevent wasting your advertising spend.

Negative Keyword Examples


The first group come under the heading of research. These people may or may not eventually turn into customers, but even if they do, they are a long way off:

  • “what is”
  • what’s
  • definition
  • meaning
  • define
  • advantages
  • definition
  • disadvantages
  • examples
  • advantages
  • meaning

Free Negative Keywords

These searches are fine, everyone does it, but unless you are actually giving something away, or include a free trial, then these are not for you.

  • Free
  • gratis
  • simple

Location based negative keywords

You should be using specific location targeting, but still worth including some of the main areas that you don’t serve:

  • London
  • Wales
  • Isle of Mann

People often search simply for quick research, the rise of voice search will certainly increase this. Below are a few terms that can be added to the negative list (unless you are a selling research).

  • news
  • awards
  • trends
  • statistics

The DIYers.

These searches alongside your search terms can often indicate people are looking for ways to do something themselves.

  • ideas
  • templates
  • inspiration
  • blog
  • themes
  • list
  • make
  • “how to”
  • wp

Recruitment and Training Negative Keywords.

People looking for work, recruitment agencies or people looking for training.

  • jobs
  • careers
  • vacancies
  • university
  • courses
  • opportunities
  • recruitment
  • positions available

Specific Research Negative Keywords

Some search terms indicate more in-depth research. Specific keywords like the below will only need not be triggered unless your business deals in such services.

  • technology
  • security
  • law
  • framework
  • logistics
  • design
  • designer

If your website ranks high in the search engines, you might even want to add your company name as an exact match negative keyword (the exception to this is if you have competitors competing on your company name!).

In Conclusion

Negative keyword selection is almost more important than positive ones. Remember there are different types of keyword matching, including a phrase, broad and exact. This also applies to negative keywords. You might want to exclude exact phrases, but not the words within that phrase.

PPC strategy and management can get complicated, but keeping a close eye on performance and measuring conversions will help drive up your ROI.

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