The Lowdown

Kit celebrates 10 years at Source

When Kit first joined us back in 2007 as a part-time Flash Developer, he would never have guessed that it would lead to a career in web development. He was fresh-faced and straight out of university, with a keen desire to expand his knowledge and gain experience in the workplace.

Over time, Kit has expanded his repertoire of development skills to include HTML, CSS, PHP, JavaScript, content management packages such as WordPress, and software such as Photoshop, Illustrator and InDesign. But that hasn’t dulled his desire to keep learning.

“I’m proud to have been at Source for so long, and look forward to continue improving our offering to clients in the years to come,” Kit says, “and if I can broaden my own skills at the same time, all the better! In the last 10 years, I’ve learned to drive, bought two houses and married the love of my life. Source has been my employer through it all.”

Here at Source, we understand that the technology and skills involved in web development will continue to evolve; a web developer’s learning is never over…

It’s Clear; Don’t Design Your AdWords Bidding Around Competitors

When using Google AdWords to promote your business, it’s important to keep an eye out for new ways to refine your campaign. Whether it’s devising compelling ad copy or targeting new, topical keywords, ensuring your ads are relevant to the user’s query is essential.

But what should you do when it comes to your competitors? Especially if they’re well-known in your area, it can be tempting to bid on competitor brand names in order to boost your online advertising performance.

Whilst there are some benefits, this is a tactic we would strongly advise against. And here’s why…

Why you shouldn’t bid on your competitor’s brand name in Google AdWords

  1. Costs money – Don’t forget, every time someone clicks one of your ads, you pay Google. Ask yourself, is that click for your competitor’s brand name really worth the cost? Would it not be better to pay for a legitimate click that’s likely to convert into a lead or sale?
  2. Won’t necessarily be relevant to the query – If a person is specifically searching for your competitor and your ad appears instead, any clicks it generates won’t really be relevant to that person’s query. For instance, if someone searching for Asda clicks on an ad that’s for Morrisons, that’s not really going to meet their originally query, as ultimately, they wanted to reach Asda’s website. Chances are they’ll realise the ad wasn’t what they were looking for and click back to the search results, leaving you out of pocket. Which brings us onto…
  3. Bounce rate increase – When people regularly click back to the search results, your bounce rate will increase. This indicates to Google that people are not as engaged with your content, subsequently meaning they are less likely to display your ads in a prominent position for future queries. And not only that…
  4. Click-through rate decrease – As we’ve already mentioned, people looking for a specific brand have their mind set on dealing with that particular company. Your ads are therefore not as relevant to their search, meaning they’re less likely to click through to your website. Ultimately, this will decrease your click-through rate. Whilst this may not sound so bad, it can in fact decrease your Quality Score, in turn, making it more expensive for your ads to display in the long run
  5. Could cause a war – If your competitors were to catch on to what you’re doing, they could use the same tactic against your brand, drawing traffic away from your own website and potentially poaching your leads or sales
  6. Increase bids on your own brand name – If the above were to happen and your competitor started bidding on your brand name, this would drive up the cost. Multiple companies bidding on the same keywords increases the cost and, if it’s your name in question, it could ultimately mean you end up paying more for a conversion on your own brand
  7. Negative reputation effects – Finally, in all honesty, it can look a little desperate. Your ultimate goal is to generate legitimate website visits under your own steam. Bidding on your competitor’s brand name makes it seem like you’re having to piggy-back off their online presence.

Our advice?

Focus instead on building a strong campaign around your own brand, your USPs and, instead, highlight what makes you different from your competitor; what can you offer that they won’t?

If you focus your effort into writing compelling ad copy, targeting highly relevant keywords and pointing people to the most appropriate page on your website, your ads will meet a person’s needs anyway, making them much more likely to convert into a lead or sale.

If you’d like to know more about the best practices for a Pay-Per-Click Google AdWords campaign, please feel free to get in touch with our team of digital marketing experts.

The Answer To Your “Why”: Mouse Tracking & Click Analytics Heatmap Software

People are visiting your website – great. You know which pages they’re visiting – even better. But do you know why? What’s motivating people to visit a certain area and, more importantly, is it the area you want them to visit? If not, why not?

The Coracle World Championships?! Whatever Floats Your Boat

Yes, that’s right. Just three months after the last event, Source are at it again; banding together and raising money for another worthy cause. This time, the event takes place on the banks of – or should we say “in” (probably!) – the River Severn. Once again, we’re delighted to be taking part in the Macmillan Coracle World Championships.

Digital Economy Act: 2017 Updates

We’re only half way through 2017, yet this year has already proven a rambunctious time for digital lawmakers! In the UK, discussion has been rife over recent changes in Internet law. The Investigatory Powers Act, which controversially allows our secret services to snoop on and record every UK citizen’s Internet habits, came into being earlier in the year, against the advice of… well, almost everyone.

Source At The Shropshire Business Awards 2017

Suited and booted in our fanciest of clothes, several members of the Source team recently headed over to the Telford International Centre to attend this year’s Shropshire Business Awards.

Look, We Promise Social Media Really Does Work: A Case Study

Regular readers will be aware that Source were taking part in Shrewsbury’s Race For Life this month. Well, we did it. Not only did we run the entire 5K (with some of us beating our personal bests), but we also managed to raise a staggering amount of money.

Source Raising Money For Cancer Research UK In Race For Life

Novelty t-shirts on and running shoes at the ready, Source is uniting with thousands of women across the country for one purpose; to beat cancer!

The Importance of Mobile-Friendly Design

The concept is simple - making your website, application, or digital advertising, respond to being displayed on a small screen (like a smart phone) by altering it’s layout. Buttons become larger and easier to touch, whilst other non-vital elements such as decorative images or illustrations are made smaller, or are hidden completely...

Keep alert - email scammers continue to get more convincing!

UPDATE (30/03/2017) - Although this article is more about dealing with email scams, social media scams are also on the rise - have a read of this article to see just how clever the scammers have become.

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