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Well, I would add the conversion rate optimization does not necessarily have to mean "get the user to buy something." It could be to make a phone call, signup for a newsletter, etc. So, it really is about choosing something you want a user to do, implementing a strategy to get the user to do that...then seeing what percentage of users actually do...then improving it as best you can (most likely through A/B testing). Website optimization...I don't think it has a standard definition. Monica said "umbrella term for SEO and CRO" and I guess that works, but I've heard it relate to a number of other aspects like site speed and social media plugins. I view it more as a buzzword for marketing companies to sell their "all-in-one" campaign packages than something with a specific definition. Best, Ruben

Brand + Product, in that order for Title Tag is definitely recommended not only for your SERP, but also to influence the quality of your Product Feed. Usually we do Brand + Product - SiteName. And if there is room, a USP at the end of that too. so: Brand + Product - SiteName + USP is our usual Title tag pattern. It's also good to have some variation on the On Page Title (H1) and make it different from the Title Tag. Usually the H1 is just the Product Name itself, and H2, H3's will reiterate the Brand/Category/Offer, etc.

Hi Nick, Unfortunately I'm not familiar with smaller British companies but what I would recommend is to find a freelancer. I happen to be available for hire, but I don't recommend using a non-Brit native for creating adverts. I've written copy for English companies before and they weren't too pleased with my "less British" style of writing, haha However, a freelancer isn't going to have another agenda other than making you happy and will more likely shoot straight with you. Portent is a small business agency located in Seattle WA in the states, and I know they have a small business plan that is very reasonable for the level of spend you are at currently.

Yes it makes sens too to work into this direction. But in his business it's not working very easily

Personally I wouldn’t put barriers in the way of a download, however I'm sure you will get a lot of debate about that one and at the end of the day it's what you consider to be of more value, the fact that the pdf is being downloaded or you have the information from the people who then know your going to contact them after a download. Either way I would use a combo of QR code / printed shortlink and include analytic tracking data. Then if you do chose to collect email data first you can measure the conversion from who went to the data entry page from your exhibition any how many email addresses you collected ie: In htaccess: #Product 1 QR code (have your QR code point to http://www.domain.com/qr-p1) Redirect 302 /qr-p1 http://www.domain.com/shop/product_one/doc.pdf?utm_campaign=Exhibition&utm_medium=QR Code&utm_source=Banner Stand&utm_content=ProductOnePDF #Product 1 Short code (print your short code as to www.domain.com/widgets) Redirect 302 /widgets http://www.domain.com/shop/product_one/doc.pdf?utm_campaign=Exhibition&utm_medium=Short Code&utm_source=Banner Stand&utm_content=ProductOnePDF

Check our recommended companies page. There are several UK companies on there, and you can filter by PPC. Hope this helps!

Thanks Chris.  I think this is the best route for us to take.  I'll look into this further

Agree with Chris and Moosa's points. The following worked for me Schema Create meta descriptions that will encourage click throughs. For a product page, our meta description summed up what the product did  and the ranges we offered. It led to more clicks.

James, sorry for any confusion. I'm certainly not going to discourage you from checking out the article, but, the article is an outline from how to set up the tracking URLs in Analytics at that time (Oct 2012). As we know, GA has transformed their setup significantly. The nice thing for us is that GA still continues to track those URLs we set up as individual "Goals" so that saved us and many clients from having to redo or modify anything as GA evolved. The Google link Lynn referenced is your best bet for setting up now Patrick

I think those look good and you should give them a shot. You can always do some fine-tuning to them over then next month or two. Happy to help and good luck! I look forward to see how this helps your conversion rate.

Remember to focus on your meta descriptions as well. They have a huge impact on ctr and can work with your page titles to drive ctr.

If I understand your situation correctly, you do not sell directly on the website but give (or get?) quotes instead? Here's a simple solution. Whenever someone gives (or gets?) a quote, have the site direct them to a "thank you" page. Set that page as a Destination URL goal in Google Analytics (or any similar platform). One arrival at that "thank you" page would be one "conversion." Then, you can track conversions to see what people from what traffic sources tend to "convert" (by giving (or getting?) quotes). However, it is important that there be no other way to arrive at that "thank you" page except by getting (or giving?) a quote. Block the page from search engines. Have no navigation to that page at all. And so on. I also think you are asking how to know which "conversions" turn into paying customers? Unless you sell directly on the website and use e-commerce tracking, you will need to use a CMS (customer management system) and integrate it with Google Analytics (or any similar platform). This way, you can track results from the beginning to the end of the "funnel." I hope that helps -- good luck!

Hi Ray, Sorry to bug you again. I installed the conversion code on the one unique thank you page and the campaign is not picking it up. I used the Google Tag manager to verify it and it is set ok. Not perfect but ok. Any ideas on what I could be doing wrong? I followed the steps found here perfectly..https://support.google.com/adwords/answer/1722054?hl=en Thanks Carla

Your answers are inaccurate. A higher bid does NOT always win. It's the QS X the bid. If a keyword with a high QS X low bid is greater than a keyword with a low QS x high bid, then the lower bidding keyword can still trigger the ad. There is NO pattern to MBM keywords being more expensive than phrase keywords. The opposite can often be true for high intent keywords where it has been discovered to result in more conversions or lower CPA.

exactly what I was after.  thank you so much!

In general the ROI (Return Of Investment) is calculated as (gain of investment - cost of investment)/cost of investment, which gives a good measure of what you get compared to what you spend. As you probably already know, the higher ROI the better. In your case, you have a knowledge database for computer problems solving. As you also note in your question, you don't do any marketing activity, therefore there is no straightforward way to measure the gain of the investment. One key point to mention is the buying cycle which explains the 5 steps to convert your site visitor to a customer. Aw****areness: Through your SEO people find your website and get to know about your products and your services. R****esearch: After getting on your site, people can search for more information about your product/service, and refine their search. Preference: This step contains the process of making the final choice and the confirmation of it. Purchase: Now that the final choice is made, the visitor can be converted to an actual customer. Loyalty/advocacy:.After the purchase, we expect a satisfied customer that will come back to the site, and search for other products/services that are provided. The last step takes us back to the first one, as we make a customer aware of more products. As you can see, the key point is the marketing, that you make people know what you "make" and try to convince them that they need it. That is the main aspect of ROI. On the other hand, I noticed that you don't have anything related to the social media (facebook like and share, tweet, etc). That is the best tool in our days to attract people and let them know what you can provide. In fact it is also a very good way to boost your ROI. Even in your case, it would be imperative to have people to able to share their experience on your site, for example: "I was very satisfied by this article" along with a link of a solution shared on facebook or after contacting your live support to share that "The article didn't work for me, but they have a great online live support!". This will bring more people on your site searching for answers and/or solutions. If you would like more information, check also these links: http://www.quicksprout.com/2014/05/16/how-to-calculate-the-roi-of-your-seo-campaign/ http://www.quicksprout.com/2014/06/27/how-to-calculate-the-roi-of-your-social-media-campaigns/

i would love to see an analysis of the relationship between bounce rate and this new pogo rate:)

Yep, Bingo.

DeanAndrews, Fuel_Interactive Many thanks for the reply. Yes, I have the GA and Adwords linked so set up the link. Slightly scared to notice 20% of the keywords were bouncing at 100%. Eeek! Time to find me some new keywords I think! Thanks again. Carl