spotlightThere are many useful tools within the Google Adwords platform that can help you to optimize your Adwords campaigns, especially if you track your conversion rates. However, Adwords is not much help in analysing what happens to the visitors who do not convert. For that, Google Analytics can shine a much needed spotlight on your visitor behaviour.

Link your Adwords and Analytics accounts

In order for Google Analytics to give you information about your Adwords traffic, you need to link the two accounts. Once your Adwords account has been listed as a source for your Analytics account, Google can add an invisible tag to all traffic sent from Adwords allowing it to be monitored and analysed by Google Analytics.

Analyse your campaigns

Once the two accounts are linked, you can analyse the behaviour of your visitors based on the specific Adwords campaign that sent the traffic to your site. By looking at the behaviour of specific campaigns, you can determine if your website is delivering the products or services people expected from your ads. Do you have a high overall bounce rate? Perhaps your website does not clearly show people the product or service shown in your ad, so they leave and go elsewhere. Placing the featured product or service prominently on the landing page may help your conversions. Are most of your bounce rates good, however a few campaigns have unusually high bounce rates? In those cases, examine the times at which the ads are served, and the regional limitations for your ads. You may be able to fine tune your ad appearances to better target your market.

Analyse your keywords

By reviewing your metrics for each keyword, you will be able to tell not only which keywords are sending the most traffic to your site, but how that traffic is performing. High traffic with low engagement is not as good as lower traffic with higher engagement. Breaking out your Google Analytics information by the keyword that generated the traffic will help you to spot which keywords are accurately targeting your potential customers, and which may be too broad or picking up unanticipated matches. You can adjust your negative keywords to screen out these unwanted visitors to lower your costs and improve your overall return on advertising investment.

Analyse your landing pages

Your various offers should be directing traffic to specific landing pages fine-tuned for each offer. By analysing the performance of the landing pages, you can address issues of fine tuning. Perhaps it is not clear to the visitor how the product or service featured on the landing page addresses the promise of the ad. Or perhaps there is a problem with the coding of the landing page, so that it is not displaying correctly or taking too long to load. By analysing performance by landing page, you can determine if an issue is site-wide, or specific to a particular offer.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: Morguefile)

jumpBounces are bad. Bounces indicate that someone visited your website, felt that it did not meet their expectation of what they were looking for, and immediately left your website without taking any other action. Or do they indicate something else? Do they indicate that your finely-tailored web page answered your visitors’ questions so precisely that there was no need for them to look elsewhere for their answers? How can you tell what is really being measured by your Google Analytics bounce rate? More importantly, if you are paying for Google ads, a higher bounce rate will cause you to have to pay more for each click.

Type of website matters

Whether or not you need to be concerned with the bounce rate statistics for your website depends greatly upon what type of website you have. If you are directing people to a landing page, the bounce rate will accurately depict the number of people who leave your landing page without taking action on your offer. For these types of websites, the bounce rate matters, and a lower bounce rate is preferable. If people enter your website as a result of organic searches, and may arrive at your home page, a landing page, an interior page describing your products or business, or a posting on your blog, the bounce rate as calculated may not matter. In those situations, it is more important to know if the person is engaging with your content, taking time to read it over before leaving the website. The simple bounce rate is not a meaningful measurement in this case, since it does not tell you the difference between someone who leaves your page immediately and someone who spends 5 minutes perusing everything you wrote about a subject. That second visitor, even if they have no other interaction with your website, will recognise your name as a subject matter expert, and have more trust in you when they encounter you again.

Using a different bounce rate calculation

In order to incorporate information about how long someone stays on your website before leaving, even if they do not interact in any other way with your website, you need Google to consider only those visitors who leave within a certain timeframe as true bounces. This can be done by adding some customised code to the Google Analytics script. The customised code uses the Google Analytics API to create events, or something that Google interprets as a website visitor interacting with your website. As a result, they are no longer considered bounces. An added side benefit of this is that the Google Analytics measurement of the average time each visitor spends on your website will also increase to more accurately reflect real visit lengths. Using this new calculation for bounce rates, you will be able to differentiate between true bounces and people who engaged with your content without taking additional action on your website.

Before I sign off, here are some more useful articles on using Google Analytics to your advantage:



Sean McPheat

Managing Director

The Internet Marketing Academy

(Image: Morguefile)

hand clicking mouseSince you pay for every click on a Google Adwords campaign, having a poorly thought out campaign can quickly run into quite a bit of expense for very little return. On the other hand, a well thought out campaign that is tightly focused on a strategy for success can produce an excellent return for the money spent. The key is using the best strategy for your needs.

Define one goal per campaign

You may want to accomplish many things – increase leads, generate sales calls, sell more products, or register more customers for your mailing list. Each goal should have its own campaign. Track the results of that campaign against your expenditures to determine your conversion rate and your costs per conversion.

Research, research, research

You should do three types of research. First, research the most popular keywords for your particular niche. Once you’ve identified these keywords, find out what other ads are targeted to these keywords to discover the type of ad copy that is working, as well as the landing pages these ads lead to. Finish up with research of product review websites and forums to hear what your prospective customers are saying about these products.

Be irresistible

You’ve discovered what your customers want, what they like and dislike about your competitors, and what words and phrases attract their attention. Craft an irresistible ad coupled with a landing page that makes an unbeatable offer. Make sure that your offer is better than the competitors in all the ways that matter to your prospective customers.

Divide and conquer

Do not attempt to have your ad be all things to all people. Create different ads for display traffic and search traffic. Create different ads and landing pages for mobile users and desktop users. Create different ads based on geographic location, or any other meaningful differentiation tracked by Google.

Match ad and sales funnel

Each stage in your sales funnel should have a different ad. People who are seeking information will respond to a different ad than people who have already made up their mind and are ready to buy. By including keywords tied to the buying stage, such as “review” or “purchase”, you’ll be able to target the right stage with your ad.

Start small and grow

Use exact match keywords to focus your Adwords campaign on your chosen keywords. By tracking your conversion rates and costs per conversion, you can determine which of those keywords are working the best for you. At that point, begin adding variations of those keywords, for example including the names of nearby towns as well as the major city. Drop any keywords that are performing below average.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: Stock Xchange)

microscopeGoogle Analytics can provide a wealth of information about the health of your website and the activities of your site visitors. However, you need to take specific actions to unlock the more powerful features. If you’re ready to step beyond a simple count of how many site visits you receive, use the following functions to get more out of your analysis.

Track progress toward goals

Which goals you care about will depend upon your overall website strategy. Someone who is interested in building community or raising brand awareness may care how long a visitor stayed on a site. An online magazine may want to know how many total pages a visitor viewed. If you are selling something or collecting user information in exchange for downloads of free PDF reports, you may want to know when someone reaches a specific URL such as a thank-you or download page, or takes a specific action such as clicking on a Buy Now or Download button.

Turn on goal tracking by selecting Conversions from the Google Analytics dashboard, then creating a goal. If you create multiple goals, such as clicking Add to Cart, clicking Checkout, and reaching the thank-you page, you’ll know exactly how many people you lose at each step of your sales process, and can fine tune your process to keep as many as possible moving through the process.

Measure by traffic segment

The default analytics lump all website visitors together. By setting up specific traffic segments, you can determine if your organic search results produce more sales than your pay per click traffic, or how visitors that see your Google ads differ from visitors that see your Facebook ads. This helps you to determine your most profitable places for spending your online marketing budget. To create traffic segments, click on Advanced Segments from the Standard Reporting dashboard. You can use the pre-created segments provided by Google, or create your own. Segments can be discrete, such as assigning each social media source to a different segment, as well as overlapping, such as also aggregating all social media sources into a single Social Media segment. Once the traffic segments are created, go back to Conversions and apply the traffic segments to your goals.

Watch for spikes

Rather than viewing data by month, which is the default, you should also view the data by day. This allows you to notice immediate impacts of new content on your site, as well as discover which sources are sending you an unusual level of traffic. You can investigate the referring blog or website to determine if it is a fluke or if this is someone or something you should respond to. If it is a fluke, you can remove the referred data from future consideration in your analysis by selecting Advanced, Exclude, Dimensions, Source/Medium, and then specifying the referral source.






Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)

sand flowerYou’ve spent a lot of time and money directing traffic to your website. Unless you can then convert that traffic to sales, all that time and money is lost. These five tips can help you to optimise your landing pages to increase your conversion rate and make sales from your traffic.

1. Eliminate confusion

People may have come to your website from many different places. If they clicked on a link in a Facebook ad, Google text ad, Twitter tweet, or other limited character advertisement, they may not be entirely certain where the link will take them. By reiterating the question posed in the ad at the top of the landing page, you’re reaffirming that they’ve arrived at someplace that will answer that question for them.

2. Clearly answer the question

People don’t want a long, convoluted explanation. They want a short, concise answer to their question. Give them that answer as quickly as possible. If the answer is complex or has multiple parts, use a bullet list to keep it brief. Most importantly, make sure that the answer focuses on the value of your product or service for the person. You can then elaborate on the elements of the answer, if they’re not convinced to click on your first call to action.

3. Streamline your page

If you want to give your landing page the same look and feel as the rest of your website, you can do so with colour, font, images, and other elements of branding. Don’t use the same navigation as the rest of your website, since it allows people to leave the landing page and explore the rest of your company website rather than focusing their progress to a converting sale. Limit the number of things that require the newest browsing platform, distracting special effects, or, even worse, things that play automatically without giving the user a way to stop them.

4. Track calls to action

Give every call to action on your page a specific link so that you can track visitor progress. Are visitors clicking at the top of the page, somewhere in the middle, or after reading the entire page? Does that behaviour change based on where the visitor came from? This also allows you to spotlight where people are abandoning your sales funnel and test the results of changes to your wording or layout more precisely.

5. Limit registration fields

Once you’ve finally convinced the prospects to buy, they can still change their minds if the registration form requires them to supply what they feel is intrusive data. It’s generally accepted that each additional field on a registration form beyond the email address loses you about a third of your prospects. Therefore, only include those fields you absolutely need to qualify the sale.

Before I sign off, here are some more articles on optimising conversion that you might be interested in:



Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)


daily calendarEspecially with all of the changes that have been rolled out in the past few months, LinkedIn has a large number of features. However, you do not need to learn all of them at once. Instead, to become a LinkedIn master, you need to learn the 20% of functions that will give you 80% of the benefit of using LinkedIn. You can easily learn those functions within one day by focusing on your company page.

Why you need a company page

Company pages let you communicate with fans and followers of your company and its products, recruit new talent, and collect and share testimonials and endorsements for your products and services. LinkedIn provides useful analytics regarding visitors, including what your visitors are most interested in learning more about, which lets you tailor your messages to appeal to these prospective customers.

Create a company page

To create a company page, navigate to and click on “Add a Company”. Enter the company name and an email from the company domain. Click on “Edit Page” and assign admin authority to everyone in the company who is authorised to post changes to the company page, or else everyone from the company domain can update the page. Enter the details about your company, including a keyword rich summary in “About Us”. Click on the “Products & Services” tab and edit that page to list all of your company’s products and services, with the most important ones listed first. Be sure to include purchase links. If you have job openings in your company, click on the “Careers” tab and edit that page as well.

Drive engagement with content

The first content to drive engagement is your cover image. Make it visually engaging and representative of your company, such as a scene of people using your product, rather than a company logo. Next, request reviews of your products and services from your existing customers. Have all of your company’s employees connect to the company page. Publish useful content about your company, products, and services that is targeted to specific customer and employee demographics, as well as important featured content available to everyone. Make sure that all content, whether on LinkedIn, on your website, or in other social media, contains buttons or links to allow people to become followers of the company page.

Drive leads with ads

LinkedIn ads allow you to send your message to the 175 million worldwide LinkedIn users. This number includes nearly 8 million business decision makers, more than 1 million small business owners, more than 4 million corporate executives, and 5 ½ million IT and technology managers. LinkedIn ads allow you to target specific job titles and functions, industry, company size, seniority, age, or membership in particular LinkedIn groups. Use standard best practices for pay per click advertising such as split testing, using many targeted ads versus a few general ads, and appealing to people close to making a buying decision.






Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)

In my last post, we went over 5 Google Adwords ad-writing tips that could boost your conversions. They are what any person who is fluent in Adwords should be familiar with.

Now we are going to cover 5 more tips that could boost your profits with Google Adwords. So let’s get started!

1) Are you taking full advantage of the space Google gives you in each line?

In general, the more you tell, the more you sell. You do not want to shortchange yourself by not filling in the entire space Google gives you to sell the click.  So make sure you utilize all the space Google gives you.

2) Are you listing the benefits first?

Many times people will put the features of a product first.  This is not the way to do it.  You need to put the benefits first as people want to know what the product is going to DO for them. There are exceptions to this rule, but there aren’t many.

3) Is your display URL relevant to what your searchers are looking for?

Your display URL is also a piece of copy.  If you have an obscure URL, it’s not going to connect with the audience. Try sending your traffic to a domain like, “” so that people will know what they are clicking on when they see your ad.

4) Are you testing capital vs. lowercase letters to see what gets the best clickthrough rate?

This is important. Sometimes having capital letters can boost conversions–and sometimes they cannot. You never know until you test what is going to convert the highest.

5) Are you playing to your hunches?

Sometimes when you’re in the shower and playing with the kids, you could be thinking of new ad copy for your Adwords to test.  Always be thinking of new ideas during your idle time–it could mean boosting your clickthrough rate for your Adwords ads.

So make sure you implement these Adwords ad-writing secrets into your marketing arsenal.  You could conquer Google Adwords and bring more income to your business!

Keep Selling!


Sean McPheat

Internet Marketing Academy

Google Adwords can be intimidating to some people.  But like anything else in marketing, you can easily master it if you know certain tricks to working with this critical pay-per-click search engine.

Here are 5 things you need to keep in mind with creating your Google Adwords ads:

1) Are you entering into the conversation going on in your customer’s head?

Frequently when people write Adwords ads, they do not spend a lot of time analyzing where their customer is coming from when they enter their search term. For example, some keywords are obvious “buying” keywords and others are just general “searching” keywords.

Generally, the more specific the keyword, the greater the chances that visitor is going to buy from you.  And the ad copy needs to match.

2) Are you bidding on longer phrases, e.g. “how do I stop chewing on my fingernails?”

Frequently, the keywords you should be using might not appear in your favorite keyword tool.  Long-tail keywords are those you’ll need to think of when you’re brainstorming what your target market would type into a  search engine.

3)  Are you trying to “beat your control” by rotating at least 2 ads?

This is critical to constantly ratcheting your conversions higher and higher. You never want to only run 1 ad, as the advertisement that’s going to double your conversions could be on the top of your mind.

4) Are you reading your ads out loud to yourself to see if they have a good flow?

A good ad is conversational and should not sound “awkward” when you read it out loud.  Fine tune any advertisement that doesn’t read right when you read it to someone out loud.

5) Are you always keeping a close eye on what your competitiors are doing?

You need to be constantly monitoring your competition, as they could bid higher than you, or change their ad–thus jumping higher than you on the page. All of this can happen in the matter of minutes and you need to be abreast of your competition at all times if you’re going to survive the PPC game.

Those were 5 tips you need to be implementing in your Google Adwords campaigns. Tomorrow I am going to reveal 5 more so stay tuned!

Live, Love, Laugh!


Sean McPheat

Internet Marketing Academy

Google Adwords can be a great way to get traffic to your site. Unfortunately, most marketers really mess up by not following common Google Adwords best practices and strategies.

Here are 5 Google Adwords mistakes most people can make that can cost you a lot of money.

1) Putting too many keywords into an adgroup.

This can really skyrocket your click costs because there is no way you can place 100 keywords into an adgroup and be specific enough. If you have more then 10 keywords in your adgroup, you need to break them up into smaller adgroups so you can target your Google Adwords better based on what your potential customers type into the search query.

2) Not testing different ads.

This is a horrible mistake because you can easily boost your ad conversion by split testing your ads.  You cannot know what ad is going to convert higher unless you test them. Google Adwords makes it easy to do this, and even the large direct mail companies out there test their ads all the time. Shouldn’t you?

3) Doing poor keyword research.

Google Adwords is getting pricey these days, and doing poor keyword research can really ruin your campaign. Go through all your keywords and ask yourself, “Would my potential customer type this into a search engine?”

This is critical because if you are not getting enough clicks on your ads, Google will lower your ad position since they only want to serve relevant ads to its users.  So you cannot skimp on keyword research as they are the lifeblood of your business.

4) Being in the #1 position of the page.

Many people think that being #1 is the best place to be on the Google search results. However, 95% of the time, this will be more expensive to you, and most of the people who click on these ads are usually “tire kickers”.

The optimum position is between position 4-6–in the middle of the page. By the time they get to your ad, they will have already clicked on the ones above you and your click will be cheaper–and perhaps a better customer.

5) Not driving traffic to a relevant landing page.

Google uses a quality score to determine if the keywords you are using are relevant to the landing page you are driving your traffic. You need to have the same keywords on your landing page as you’re using with your Google Adwords campaign.

Remember, Google wants to bring the most relevant results to its users, and if your landing page isn’t coherent with the keywords you are using, they will lower your quality score. And that means your click costs will go up.

So when creating your next Adwords campaign, don’t make these 5 mistakes. You’ll save a lot of money.

Keep Selling!


Sean McPheat

Internet Marketing Academy

Google Adwords is one of the best ways to get traffic to your site.  The traffic that comes from Google Adwords can be very valuable, since these people clicked on an ad to get to your site.

There are a lot of ways to increase the number of people who click on your ads. This blog post lists 3 you can start testing right away in order to boost traffic to your site and make you more money.

1) End the headline with a question mark.

For example if you have a headline called “Business Proposal Template”, you can easily modify that to say, “Business Proposal Template?”  This induces curiosity in the visitor since it embeds a question in their mind and they want to see if it is answered.

This also makes your ad stand out more since a very small amount of people will actually use a question mark in the headline of their ad.

2) Use the “secrets most people will NEVER know” line in your ad.

If you were a golfer and you came across a headline that said, “Discover Golfing Secrets Most Golfers Will NEVER Know”, wouldn’t you want to find out?

This has been tested time and time again to outpull most ads, mainly because it plays on the fact that you’re about ready to get an advantage over other golfers.  That you’re going to have several secrets that you only know.

That’s why the word “secret” is used time and time again in marketing. Secrets are irresistible because it plays on the fact that someone knows information that you don’t.  And we as humans are always curious to learn “secrets” so we can be a part of the “club” that knows the secrets.

So use some variation of this line in the body of your Adwords ad.  It could boost your clicks big time.

3) Have an intriguing domain name.

Google allows you 3 lines of text for Adwords, but nothing stops you from creating a better domain that urges people to click on your ad.  The display URL is another line of copy you can utilize with effectiveness.

So what URL is more apt to be clicked on: or

The only thing is your display URL and destination URL has to be the same.  So if you’re sending traffic to a seperate landing page, try to come up with a good domain name that’ll attract more clicks.

So next time you create your next Adwords campaign, test these tweaks out. This could definitely help you conquer Google Adwords.

Keep Selling!


Sean McPheat

Internet Marketing Academy