DIY Pest Control has been actively involved in urban and rural pest control since qualifying through the British Pest Control Association in 1991. In 2009 diy-pest-control.co.uk was launched, its aim is to provide the best advice and latest technology to help you to control pests in your home or office.

DIY Pest Control have noticed an increase in natural and organic pest control solutions, and alongside traditional pest control products wanted to support the new site launch by targeting traffic via Google Adwords.

Google Adwords is Google’s flagship advertising product; it offers pay per click (PPC) advertising and site-targeting advertising for customers. Advertisers specify the words that should trigger and present their adverts and specify the maximum amount that they are prepared on a cost per click basis.

PPC is certainly the best way to make an impact and to be visible on the search engines, especially if your organic listings are not quite there yet. We advise clients with new sites to carry out some form of PPC activity while their organic listings mature.

The objective of DIY Pest Controls campaign was to raise awareness, increase traffic and increase sales. It was also a great opportunity to learn and analyse the traffic trends and customer behaviour, as unfortunately this information was not available due to the website only just recently launching.

Initially, Generate UK worked with DIY Pest Control to establish the target keywords; these would be the keywords/phrases that would be bid for in order to attract targeted traffic. Once the keywords had been identified, they were put into relevant keyword families, each family focused on a small number of keywords/key phrases.

The campaign contributed to a huge increase in visits to the site, accounting for as much as 69% of total visits. The increased traffic also contributed to a growth in the number of sales of products, which in turn helped grow the DIY-Pest-Control.co.uk database. Using Google’s own Goals Overview system, it was possible to see how the sales funnel was performing and make informed improvements on the fly.

Rowland Park, Director at DIY-Pest-Control.co.uk stated “I approached Generate UK to help me understand and make sense of PPC as a whole and especially the keywords I needed to target, as I didn’t want to waste any of my PPC budget on words that weren’t going to deliver results. Generate UK showed me that people now search using two, three or even four words rather than just one. They helped me categorise my keywords into groups and structure my PPC approach taking the more generic words and creating more targeted phrases from them. The results were fantastic and the service and insight they provided helped me not only understand the whole process but also delivered me some well needed business, many thanks!”

Click to view the DIY Pest Control website

If you would like to discuss how Generate UK can help you achieve more from your next Pay Per Click campaign, please do not hesitate to  contact us on 01635 550431.

It has been a manic summer so far with companies doing all they can to promote themselves within the search engines and vying for every scrap of business that’s available. Having the opportunity to compete over price is now seen as a luxury; it’s being found in the market that is now seen as the biggest challenge.

Search engines feed on keywords; these are the phrases that users type in when they are looking for a websites, services, products or specific pieces of content. It is important that you do your research to understand what keywords or phrases are being used by your potential visitors and customers. To research these statistics there are a number of keyword tools that are available to use, some free and some usually via a subscription.

Fighting over the competitive keywords to increase the level of traffic is a priority for many business owners. From our perspective, we cannot stress enough how important it is to do your keyword research and we don’t mean do it once and think that the jobs done! Markets change, companies change, people change in the way they search, therefore so should your keywords.

Keywords should be considered as the platform for your online strategy and should be used throughout your website and all online marketing collateral.

When researching your keywords, don’t put all of your eggs into the most popular keywords. Whilst it may be true that they are important for your business, they may also be the most competitive and therefore will take a more sustained approach to build good ranking. Consider your locality, your products and your service.

Ideally you are looking for keywords that generate good levels of traffic i.e. highly searched for, however are relatively low in their competitiveness i.e. the amount of times they appear as keywords in other websites.  These Keywords are calculated using a KPI (Key Performance Indicator) out of 10 and the higher the KPI the better.

As we have already mentioned in other areas of this blog that research shows that people do use multiple keywords rather than just one. Categorising your keywords into groups often helps structure your approach, taking the generic word and creating more targeted phrases from them, for example Restaurant > Italian Restaurant > Italian Restaurant in Newbury

As a strategy, decide upon your primary keywords and choose a number of secondary keywords for each page.  Ideally you’ll have 10-20 highly focused keywords for your home page, and approximately 2-3 secondary keywords for each sub page. This may equate to approximately 20 secondary keywords in total.  Be careful not to have too many as this can dilute the importance and effectiveness of each page and therefore have a negative impact.

Have faith in your keywords and use them in all your online marketing collateral. Use them in the titles, heading, meta descriptions, Alt texts and anchor texts i.e. links within the content itself. This will help the search engines understand what your content is about and provide you with a greater opportunity to move up the search rankings when your keywords are being searched.

Are You INTO TECHnology?

We’re very pleased to announce that Generate UK has just been awarded a coveted contract to design and build a new web site for NHS South Gloucestershire. The new site will be built on the award winning Sitekit content management system.

You can read the full press release below:

Generate UK wins NHS contract

• NEWBURY (July 21st, 2009)—Generate UK, a leading digital marketing agency, announces the signing of the NHS South Gloucestershire contract.  The project to design and build NHS South Gloucestershire’s new website is already well underway and scheduled to go live at the end of September 2009.

Michael Robinson Generate UK’s Commercial Director said “This is a time of extraordinary growth and progress for us as an organisation.  We are extremely excited at winning this contract and at Generate UK we believe in the importance of developing strong, long term relationships with all of our customers. Our new partnership with NHS South Gloucestershire is a fantastic opportunity to demonstrate our ability to be a part of delivering, measuring and improving business performance, Generate UK’s philosophy is all about ‘filling in the online marketing gaps for your business.”

Generate UK, a dynamic and commercial thinking digital marketing company based in Newbury, Berkshire offer professional web project services and a number of other exciting online marketing services that would add value to any commercial and public sector organisation.

“We chose Generate UK because of their obvious enthusiasm and commitment to service.  This project demonstrates a significant investment by NHS South Gloucestershire to help increase communications within the local community and it is imperative that we get it right.  After a rigorous tender process we believed that Generate UK’s partnership approach to their clients gave us the comfort we required to take that next step” said Sue Pratt, Communication Manager of NHS South Gloucestershire.

About Generate UK

Generate UK a next generation digital marketing agency in Berkshire. Our mission is simple; to help our clients generate more from their online marketing activities. We do this by helping our clients to leverage next generation Internet technology. This could mean anything from a well targeted email campaign to a long term SEO (Search Engine Optimisation) strategy.  More information about Generate UK can be found on the Company’s Web site at www.generateuk.co.uk.

Press Contact

Joe Baily
01635 550431
joe.baily@generateuk.co.uk

You’re currently reading Generate UK’s Top 20 Digital Marketing ideas. Over the course of the next month, we’ll be sharing our experience to help you marketed your business on the Internet.

We do advise any company to carry out a regular health check upon their website, although many businesses do struggle to find the time and resource to carry out this activity.  This is understandable due to the day to day pressures of running a company or a marketing team, however this exercise can be invaluable and is critical to understanding how your website is performing against a number of set criteria. These fall within a number of areas i.e. SEO - is your website performing within the search engines, locally and nationally? Usability - how long are people staying on your site? Navigation - are they finding the content they need? Design - does your website provide a good reflection of your business?  All these types of questions need to be asked and analysed on a regular basis.

Have your say… Do you agree with what we say, have we missed anything? Would you like to share anything with our readers; now is the chance to post your comments below.

Once you start to build a useful data base utilising it correctly is critical to managing your communications, both internally with your colleagues and externally with your prospects, customers and partners.   

A CRM (Customer Relationship Management) system will help with this process. Knowing which CRM system will suit your company in terms of requirements, functionality and budget is again a process you need to research. There are many CRM systems in the market place, built using different technology platforms offering a number of different business applications; some offering complete integration with marketing suites and data bases; some financially free and some very expensive.  Often this is dependent upon the number of users and the technology chosen?

This again is mission critical and should not be taken lightly, as it will determine how your business moves forward. If you choose the wrong path it can be a very costly exercise it terms of time, resource and money, however if you chose well it can make your company exceptionally effective and efficient.

If you would like to learn more about CRM tools in general, please feel free to contact Generate UK. We’d be happy to provide you with an overview of the market and some ideas about which tools could fit your needs.

Whilst data itself isn’t an activity, the collection of it is. Your Data is sacred and should be treated in this way. How you source and store your data is paramount to creating the base for your marketing activities and overall communication strategy.

There are many data companies/brokers within the market place offering clean data at exceptionally low prices. Having bought thousands upon thousands of data records from these companies, I would recommend that you: firstly know exactly where the list is sourced from; understand exactly what you are purchasing i.e. single use/multi use; what is the percentage bounce rate that they are offering, i.e. how clean are they stating the data is? And make sure you haggle over the price!

Other than buying data directly, we speak to many businesses who struggle to continually acquire new data; however there are many ways to address this.  Make sure your website is capturing data through downloads, newsfeeds, promotions and online forms. Incentivise your staff to find new data by making them aware of its importance.  Ensure that all of your marketing collateral gives the recipient the opportunity to respond with their details. The best form of data is the data you have collected yourself.

What do you think of our Digital Marketing Idea Top Tip number 20? Do you agree or disagree? Submit your comments below. What’s the worst that can happen?

During the course of the next month, we’re going to provide you with a countdown of what we think are the top 20 online marketing opportunities for companies in the UK. If you’re a regular reader of our blog, then you are most likely involved in Marketing in some shape or form? If so, I would imagine that you go through the daily rigors of trying to increase your brand and company’s visibility, through a multitude of different marketing channels, both Offline and Online. The Holy Grail is trying to figure out which one delivers the best results whilst tapping into the least amount of your marketing funds. 

Generate UK are an online marketing agency focused on finding the right environments to deliver targeted communications, using the best technologies to achieve maximum results. 

Why do we believe in online marketing?

• It’s measurable
• It’s quick
• It’s costs effective

The Top 20 Chart has been made up from our own commercial experiences, through our customers and partners’ knowing what has proven to be successful and what hasn’t.  We hope that our Top 20 Chart provides you with a number of useful ideas to put into practice and helps you strive towards an online strategy, which will take your online communication and website’s digital presence to that next level!  

We’re keen to hear from our readers, so please feel free to add your comments and own ideas below.