You will be working as part of a friendly, motivated and highly skilled online marketing team to carry out online marketing activities including:

• Paid advertising (e.g. PPC management including account creation and management)
• Search engine optimisation (e.g. SEO keyword research, competitor analysis, on-page and off-page optimisation etc.)
• Social media marketing (e.g. twitter, Facebook, Linkedin account management)
• Email marketing (email layout design, database management, stats analysis and reporting)
• Conversion rate enhancement (working with designers & programmers to improve conversion rates on websites)
• Copywriting (writing articles and blog posts based on specific topics)
• Analysis and reporting (e.g. traffic, competitor, brand and ROI analysis and reporting)

You will ideally have a working knowledge of:

• PPC systems (including Google Adwords, Yahoo! Search marketing & Microsoft adCenter)
• Wordpress
• Google Analytics
• Microsoft Excel
• Twitter
• Facebook ‘Pages’
• Basic html

A degree or equivalent is desirable but not necessary.
Salary is negotiable (dependent on experience)
Send an email with your C.V to jobs@motionlab.co.uk and tell us why you’d like to join us.

If you are not yet in a position where you can afford to employ the services of a PPC management company such as Motionlab, either due to financial constraints or a lack of advertising spend, the below tips should help your campaign run more smoothly in the interim.

In this series of blog posts, I am going to go over some of the basic techniques utilised at Motionlab to help you make the most of your Google AdWords campaign.

Part 1: Campaign Structure

Like most things in life, when you have structure things perform at their best. This is also true of AdWords. You should start either on paper or in Microsoft Excel by grouping all your keywords into overarching themes to form your campaigns. From here you may break down these groups into sub-groups to form your AdGroups.

Below I have outlined an example of how a pet store owner might structure a campaign for their products.

AdWords Account Structure Example

When deciding how to divide up your keywords it is always important to consider the following factors:

• Location. If you are targeting multiple locations (country/county etc…) you should consider creating a campaign for each location. This allows the tailoring of keyword bids and selection for each location, as what works for one region or country may not work for another.

• Similar to location, targeting different languages may necessitate the need for additional campaigns. The main reason for this is because your adverts will differ for each language targeted and as such you should only show the correct adverts for each location and language.

• Keep it small and precise. Limit your AdGroup’s to a maximum of 10 keywords. This allows you to maintain maximum control over your account as you can quickly identify which AdGroups are driving the most performance for your campaign and which are not.

In part 2, I am going to talk about how best to choose keywords for your campaign structure.

If you are not already aware of it, the ‘little blue arrow’ is a small arrow (see image below) that starts by pointing out the 1^st result within Google SERP’s. Its purpose is to allow the navigation of all paid and organic search results via the keyboard arrows. The enter/return key is also used to ‘select/click’ the AdWords advert or organic result it points to. Additionally, an extended hold or a ‘double tab’ press of the enter key, post typing search, will select the first result and direct the user to that page.

Given that the first result is often a paid AdWords advert, the ‘extended press/double tap’ effect appears from our stats to be resulting in increased clicks. The obvious downside to this effect is that unnecessary clicks are being driven by the sites. This results in a higher bounce rate which will also affect your CPC due to a potentially lower Quality Score, costing the advertiser more in the process.

Below is an example from one of our client’s whose bounce rate (stable for many months) has suddenly shot up as a result of the ‘little blue arrow’.

Now some may argue that the simple remedy to this is to not bid for position one. While this may be ‘best practice’ for the industry as often positions 3-5 result in the best ROI from paid search, it is not always suitable. Take for example brand protection where your competitors are always bidding on your brand name or verticals where traffic is low so a high position is more suitable or necessary.

Whether the keyboard navigation of Google SERP’s turns out to be purely a testing phase for Google which will be improved or a permanent feature is still to be seen, but what is clear is that the ‘extended press/double tap’ has a negative effect for advertisers. The potential of more high priced clicks (whether relevant or irrelevant) which are too tempting for Google to resist will prove the most worrying prospect for PPC professionals. Although if this feature does take affect it could conversely result in a devaluing of CPC bid’s for the number 1 position for paid adverts in AdWords.

Whether or not Google keeps this feature in its current format, it is clear that if Google continues to roll out features such as these we may have to start thinking differently about the number one position within paid search.

Until recently within the AdWords system the only way to carry out a controlled split test was with before and after split testing and then comparing data once your experiment had finished which to be truly effective needs to be done over several weeks. The other disadvantage with this method of split testing is that running larger scale testing could potentially have an adverse effect on your campaign as such you may never carry out the experiment due to the risk of dips in your KPI’s such as leads.

ACE’s ability to allow simultaneous split testing, allows you to test changes such a new adverts alongside existing adverts, increased or decreased CPC or even entire campaigns and monitor them against the control for that AdGroup.

For example if you want to test a higher CPC for your best performing keyword against your current CPC , you simply set two CPC bids, a control (your current CPC) and your experimental bid. The AdWords campaign will now use both bids in a spit percentage of your choosing for example 50/50. The experiment can be set to carried out over a set time period although Google recommend a minimum of 2 weeks.

The power from this tool comes from the ability to reduce the risk in experiments which may have a large impact on a campaigns performance, such as testing new AdGroups or the addition of new high traffic driving keywords.  Risk can be reduced by adjusting the split between the control and the experiment to different percentage splits such as 80/20 (Control/Experiment), meaning for example every 800 impression your control receives, the experiment would receive just 200 limiting the risk for a fall in leads.

ACE is primarily managed from the settings tab for campaigns within AdWords, and this is where you control start/finish dates, experiment names and adjust the percentage split between test and experiment as show below:

Google AdWords Campaign Experiments settings

The final gem in this tool comes from how it tracks the effect of changes. With the use of simple upward and downward indicator arrows next to the metric you are testing you can at a glance determine the effectiveness of changes and if they are in Google’s words ‘statistically significant’ irrespective of outside factors such as seasonality. Once you have determined if the change had a positive or negative effect, you can choose to ‘Accept the changes’ to apply them permanently to the campaign or ‘Delete the changes’, speeding up the process to roll out changes across the campaign.

In the below example you can see how a increase in CPC bid has result in a minor increase keyword position, as show by the experiment indicator arrow:

Google AdWords Campaign Experiments monitoring

In a nut shell Google ACE allows a more effective and faster way to carry out split testing and more importantly an easier way to monitor the effects of your experiments.

For more information on Google Ace or to discuss your SEO and PPC campaigns why not get in touch with Motionlab’s specialist team of SEO and PPC experts based in Preston. If you are looking for a Web Design Company Preston and would like your company to benefit from an enhanced presence on the major search engines, please call us on 01772 865050 or email theteam@motionlab.co.uk.

The website has been re-launched with a vibrant new look, new content, significant product updates and features.  Motionlab’s goals in redesigning the web site is to effectively communicate the quality of service and products available, and make contacting Betta Living as convenient and stress free as possible.

Betta Living needed a better way to generate online sales leads for their new PS4 Kitchens website. They required a friendlier, more informative website that introduced their quality range of fitted kitchen and kitchen accessories and the professional services offered throughout the UK.

You can visit Betta Livings new PS4 Kitchens website at: www.ps4kitchens.co.uk

The new PS4 Kitchen website (using the latest CMS system created by the in-house developers at Motionlab), was designed to ensure customers can easily navigate to the kitchen range they were most interested in. We also introduced better ways for the customer to contact Betta Living, either online or by visiting one of their showrooms.

Once Betta Living were happy with the design and functionality of their new PS4 Kitchen website, it was the passed to Motionlab’s expert SEO team (Search Engine Optimisation) to do their stuff and generate site visibility and visitor traffic.
The results of this have been fantastic – with online sales leads being generated with 1 hour of the new website going live.

If your in the market for a new fitted kitchen – we recommend you visit Betta Livings new website and view their fantastic range of kitchen designs.

Additionally, the web site now includes a number of ways to contact online whether you require a home or showroom appointment with one of Betta Livings professional design consultants or if you simply wish to receive the very latest full colour product brochures.

Housemaster Home Improvements who recently joined the Conservatory Outlet dealership needed a better way to generate online sales leads. They required a friendlier, more informative website that introduced their quality range of products and services throughout Hertfordshire and Bedfordshire.

Visit Housemasters Home Improvements new website at:  www.housemasterhome.com

Motionlab created a new site that was much more in tune with the way customers search for conservatory installation companies or double glazing companies. Motionlab designed and built the new Housemaster Home Improvements website using the latest Conservatory Outlet website template, created to ensure customers can easily navigate to the product range they were interested in. We also introduced better ways for the customer to contact Housemaster Home Improvements, either online or showroom via their freephone number.

Once we were happy with the design and functionality of the new website, it was the passed to our SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) experts and to do their stuff. A cleverly planned and executed Pay-Per-Click campaign has been created to add to the site visibility and visitor traffic.

Looking for a new lead generating website?

Need to increase sales to your business?

You need to contact Motionlab Marketing today on 01772 865050

We will be building Cegedim a fully content managed website solution and providing SEO and PPC services.

Tarriq is a qualified journalist and is going to work with the various teams at Motionlab to provide copyrighting and article writing, he will be working closely with the SEO and PPC team to deliver great content for our clients.

JCW Acoustic Supplies provide soundproofing and sound proof products, materials, installation and advice on noise reduction in industrial and domestic environments.

As a direct response to the skills agenda and to meeting the needs of both regional and local employers, Furness Training was launched to offer a flexible, demand-led and creative response in the delivery of business support. We recognizes that all organizations and businesses are different and they require individual training solutions to help them achieve their goals.

Furness Training is South Cumbria’s largest training provider, offering specific, dedicated expertise in helping organisations to gain a competitive advantage through bespoke development solutions.

Furness Training currently works with over 500 employers in a broad range of businesses across South Cumbria and the Furness Peninsula meeting their diverse sector and commercial needs. The Furness Training team are specialists in providing high quality, bespoke training solutions for employers and individuals. It prides itself on investing heavily in its trainers who undertake continuous professional development, including time back in industry, to ensure they are up-to-date with current practices.

It provides a range of programmes from short courses through to full degrees.  Many of its courses provide flexible training that can fit around the workplace and can be provided in house – thereby cutting down on the negative impact to businesses through loss of productivity and unnecessary travel costs.

Benefits to business of having a properly skilled work force is better motivated staff and enhanced.  Training provides businesses with staff who have the ability to adapt to future requirements and the knowledge and understanding which underpins competent performance.