Monday, 21 March 2016

Adwords Changes - What They Mean For You

At the end of February Google removed the Adwords ads from the right hand side of Google search results. If you search now you’ll see three, maybe four, ads above the organic results, and PLAs and Knowledge Graph results on the right hand side. PPC results on Mobile will be largely unaffected.

So far there is very little data on how the changes will affect PPC/SEO. We’ve put together a checklist for you to make sure you are ahead of any seismic shifts in the PPC landscape.

What does this mean for my PPC campaigns?

  • Check your average position - You should already be targeting the top three positions in the paid results. Increase your bids if your average position has dropped in the last three weeks.
  • Improve your targeting - The big winners will be advertisers who aren’t bidding on generic keywords. If you are in a small niche, bid on long-tail keywords. Your brand terms won't be affected.
  • Improve your ads - More ads will now show ad extensions. This is a great opportunity to update your Sitelinks and Callout extensions.
  • Invest in Google Shopping - These change don’t affect PLAs. Now is a good time to set up Google Shopping as these ads will now be more prominent.
  • Don’t neglect your reporting - It's easy to set up Adwords and never check in to see how it's doing. Use this opportunity to make sure you are getting the most bang for your buck from your Adwords.
Need help updating your PPC or making it work? We can help. Drop us a line at

Monday, 18 January 2016

Top Ecommerce Trends 2016

Now that we've survived the first two weeks back after Christmas, it's starting to feel like 2016 has begun. As usual at this time of year there has been a flurry of emails, blogs and articles about what is going to change in Ecommerce this year.

We've picked out our favourite, most actionable insights -
  1. Smart phone revenue may finally overtake desktop revenue. If you don't have a mobile site, you need to get one. (Econsultancy)
  2. Listing products on marketplaces - like Amazon - will become even more important as a way of reaching customers (Webretailer).
  3. It will become even more important to look after your top customers(Ometria). What are you doing to turn your best customers into your best brand ambassadors?
  4. Customers are going to become more security and privacy conscious(Mercurytide). This means you need to upgrade to HTTPS if you haven't already, and make sure you are extra clear about how you use customer data. 
  5. Shipping is changing (Ventureburn). Amazon has already rolled out same-day delivery in London. What can your site offer that gives you a competitive edge on that?
Need help transforming your 2015 website into a 2016-ready business? We can help. Drop us a line at

Thursday, 10 December 2015

Key Lessons From Black Friday 2015

Love it or loathe it, Black Friday is fast becoming a fixture in the UK's retail calendar. We've rounded up the most interesting articles about the size, impact and changing perceptions of Black Friday.

Here are our top takeaways from the news in the last week:
  • Retail sales dropped 10% but online sales grew by 36% on the biggest ever day for Ecommerce in the UK.
  • Mobile ecommerce continues to grow: 35% of purchases on Black Friday were from Mobile devices.
  • Some ecommerce sites weren’t ready for the rush - Argos and John Lewis both had outages during the day. Although that didn’t stop John Lewis from reporting it’s biggest ever sales week with a turnover of £187.7m.
  • Email marketing drove more sales than any other sales channel - 25% of all online Black Friday sales were the result of an Email offer.
  • Black Friday has an image problem - it's still a divisive marketing strategy; there were even national campaigns against it's consumerist message (see 
Here’s our round up of our top five Black Friday articles from around the web:
  1. Tesco got their strategy wrong here (CityAM)
  2. John Lewis had their strongest sales week, despite site outages here (Telegraph) 
  3. Some retailers don't like Black Friday, but lots of consumers definitely do here (Retail-Week)
  4. Key stats from Econsultancy here (Econsultancy)
  5. A good overview of trends from IMRG here (IMRG)

When Is Your Last Posting Date?

As Christmas approaches don’t forget to let your customers know when your last posting date is. We recommend putting it clearly on your homepage and updating your delivery information page. You can also use it in emails to generate loss aversion sales. You might also consider changing the messaging in your abandoned basket emails. 

Friday, 30 October 2015

Get Your Black Friday Ecommerce Plan Right

Once it was confined to holiday-makers in the USA, but Black Friday and Cyber Monday have become firm fixtures on UK marketing calendars. Black Friday is on 27 November 2015, so you still have plenty of time to create a masterful marketing plan.

What can you do to jump on this American bandwagon and maximise your Christmas revenue? We’ve put together a list of our top tips for Black Friday and Cyber Monday:

  1. Cart Abandon & Order Confirmation Emails - Add a juicy promo code to your order confirmation emails to see if you can get customers to buy again or return on Cyber Monday. Change the messaging on your cart abandonment emails to remind users there is a time limit on your Black Friday and Cyber Monday deals. 
  2. Stock - People want great discounts and if you get it right, you can shift huge amounts of stock. Pick products where you have lots of stock and good margins. 
  3. Servers - If you get your marketing right you can expect a big jump in site traffic. Make sure your servers are ready for the onslaught. 
  4. Paid search - Optimise your ad copy and increase your bid prices to ensure you get the biggest share of Black Friday traffic. 
  5. Mobile - More than 50% of all email opens occurr on mobiles. Make sure that your email, landing page and checkout are all easy to use on Mobiles. 
  6. Christmas Decorations & Messaging - Does your email, site and social media content offer a consistent message? Have you added some 'christmas decoration' to your normal site imagery? 
  7. Timing - Don't wait until Friday before sending your first email. Many sites get a head start and start their sales on Thursday. Why not try offering exclusive offers to existing customers on Thursday to make them feel special? 
Got any questions or need a hand with your Christmas ecommerce plan? Drop us a line at