Nicholas James

SEO plays a massive part in any brand's growth strategy. If not already, it will soon be turbo-charged with the advent of LMAO. LMAO, Language Model & AI Optimisation, is the inevitable optimisation of online results for training language models. It's not a matter of IF but WHEN and HOW. The content you feed today to the internet might be tomorrow's truth on an AI-powered search response or assistant. Unless some decent checks and guards are put in place to guarantee this doesn't happen, which we are very far behind, we will surely need to start considering the consequences and impact of LMAO. #llm #ai #seo #fakenews #skynet #lmao

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PPC (Pay-Per-Click) advertising can seem like the perfect way to drive traffic and grow your business - sounds great in theory, right? But as Tony Restell highlights in his latest post series, PPC often doesn’t deliver the results businesses are hoping for. And for small businesses, that frustration when your marketing spend doesn’t deliver can be all too familiar. 👇 Take a look at Tony’s post below to learn how to avoid common PPC pitfalls. If you’ve tried PPC before, what worked for you - and what didn’t?

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Do you know how long it takes your customer to buy? Good news, some recent updates to Google Ads Performance Max campaigns can help. In case you missed it, you can now segment the data of your asset groups into new categories to compare and optimise. You can look at a breakdown of your results in for time, click type, network, top vs others and conversions. You can gather insights like whether people prefer to buy or mobile or desktop and which gets the highest return on ad spend. Or times or days of the week which lead to the most profitable purchases, for example if you get most sales on a Sunday or the highest ROAS on a Thursday. My favourite is ‘days to conversions’, where you can break down how many days it takes for a sale. Previously, you could only compare at campaign level, but now you get get much more granular with it 🤓. Scroll for details. >> Are you using this in your campaigns? #GoogleAds #PPC #PerformanceMax

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Remarketing not seeing the desired numbers?   We're running a Google Ads remarketing campaign for a client and they're seeing a return of around 500%, which is not bad at all for their industry.   However when you actually break this down and look at the “View Through Conversions”, it's painting a very different picture.   View through conversions for this campaign in the last 30 days are sat at whopping 230! So with our clients average conversion value of around $120, we’re actually seeing $27,600 of revenue being indirectly attributed to these campaigns.   So users are seeing our clients ads, not directly interacting with them, but are still coming back to the site and converting via other channels - so we're getting some great visibility on these ads!   Have you checked your View Through Conversions lately? You could well be in for a surprise – let me know! #googleads #remarketing #ads #ppc #display

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SEO Case Study! Assertive client Context: eCOM Pharmacy Campaign duration: 3 years Time to first initial gain: 9 months Focus: entirely on product and product categories, no articles/blogs. Brand impact: < 5% of all clicks with a 20% increase over time. 🥇 7k to 65k clicks a month with 61k clicks for terms of eCom nature 💸 Over 600% increase in net monthly revenue with organic attribution 👜 60% increase in AOV SEO Campaign entailed: 1️⃣ Behemoth SEO Audit & SEO strategy development ➧ Audit search console data ➧ Analyse decay issues ➧ Analyse indexing issues ➧ Technical audit (crawl, render, index, consistency, param control) ➧ Performance and rendering ➧ Content audit (PLA/PDP/Surrounding aux content) ➧ Ad hoc findings ➧ Link audit ➧ Engagement audit (behaviour, interaction, flow, scroll, click) 2️⃣ Client Discovery, SEO Strategy Discussion, Expectation Map ➧ Understand client priorities moving forwards ➧ Product category/product prioritisation for rev/demand/upsell ➧ Logistics evaluation (what can be done, who does what, how quick, limitations) ➧ Expectation setting - client made aware of larger scale issues and time to resolve as well as time to build and establish brand trust, brand search, better equity distribution - advised 12+ months for initial gain based on negative trajectory that had ensued 3️⃣ SEO Strategy execution - high priority phase ➧ Link acquisiton begins with split link strategy ➧ Higher priority technical fixes delegated between dev/internal ➧ Map out product content strategy ➧ Map out testing strategy ➧ Set website up in SEO stack 4️⃣ Content Production - high priority phase ➧ Product content revamp with UAV approach ➧ NLP Brief generation ➧ Content production, review and approval cycle ➧ Annotation logged in SEO stack ➧ Beginning of query count analysis starting at category first 5️⃣ Product expansion for coverage ➧ Generated recommendations for client for product expansion ➧ Increased SKU counts to bolster product category for broader opportunities and engage user / increased long-tail ➧ SKU review regime with client 6️⃣ SEO Testing + Query Count Cycle ➧ Produce SEO Tests with non-interference segment ➧ SEO Tests: category adjustments in NAV ➧ SEO Tests: improve trust/conformity ➧ SEO Tests: Product added value tests ➧ SEO Tests: Indexing control on product variants vs canonical ➧ SEO Tests: UX layout and CTA adjustment, review integration at product level 7️⃣ Indexing management & cleanup regimes ➧ Reduce crawled currently not indexed/discovered currently not indexed ➧ Eliminate duplicate google chose other canonical ➧ Eliminate 404s (backlink recovery for 404 URLS with ext rds) ➧ Reduce alternative page with proper canonical ➧ Monitor crawl stats Plus lots more. Happy client! This took years of hard work. #seo #seocasestudy #seo2024 #seoagency #digitalmarketing

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Wondering why you aren’t getting the PPC results you expected or thinking about starting online advertising for your business? Then this free 26-paged guide I wrote might be just what you need. 📘 "The Ultimate Guide to Online Success - From Compelling Stories to Sales Tactics: Steps to Prepare for Online Advertising"! 📘 Why should you be interested in this guide? Many businesses jump straight to online advertising without covering the fundamentals. The reality is that Google, Meta, and LinkedIn ads won’t work if you lack compelling, cohesive brand messages, have a poorly navigable website, and don’t provide trust signals or social proof, among other things. This guide offers a straightforward checklist to cover all the bases for online success. 💡 What are your online growth tips? 💡 #OnlineMarketing #DigitalSuccess #AdvertisingTips #BrandStorytelling #SalesTactics I'm Dean 👨‍🦲 from AdSuccess - The PPC Growth Experts. I help business leaders increase online sales and generate leads, focusing on Google, Meta, and LinkedIn Ads, as well as E-commerce, particularly in the health & sports, home & furniture, and professional services markets. Connect with me to learn more!

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How often should you review your Google Ads accounts? This is one of the most frequently asked questions I receive when onboarding new clients, and for good reason. With Google's new AI features and changes to match types pushing users towards broad match, it's crucial to actively review the 'search terms' your business is showing up for. Of course, my answer often falls to the age-old "it depends." Small accounts with fewer search terms may not need as much review as larger accounts running multiple tests to push through different phases of the customer journey. Our rule of thumb is to check an account every 3 days or so. The main things we look at when we review campaigns on this schedule are the search terms report, focusing on these two items: 1. Negative keywords to add that have no relevance to our clients' products/services 2. Long-tail search terms that we can add to our ad groups to better personalize our campaigns We then follow a weekly, monthly, and 60-day checklist with more granular items to check. This doesn't mean constantly fidgeting and tweaking your campaigns. It's just a way for us to keep a pulse on campaign performance and guide them to success rather than making massive daily changes. I hope this helps anyone getting into Google Ads! For those who have been working in Google Ads for some time, what are your thoughts on our approach to Google Ads account audits? --- Hi! I'm Nick — founder of Well-Oiled Marketing. I help busy marketers grow their businesses with paid media and data-driven strategies. If you found this post helpful, Give it a like 👍 and follow me for more tips on how to use paid media to grow your business.

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5 things you should know about Revenue Per Head for Agencies. - It’s a bespoke target 🎯 It needs to be calculated for each individual agency; never adopt a generic target. - Once you’ve got your RPH target then cross check against your ratecard and utilisation targets. It needs to be achievable at a sustainable utilisation - It’s an overall target and will take into account count all headcount (permanent and freelance) whether they fee earning or not. - I would work out a revenue target for fee earners (rate x utilisation x days). This will help with recruitment. - it’s main use is to check on progress. A more immediate guide to profitability is the ratio of people costs to revenue. But RPH can track progress on how successful we have been on selling, pricing and delivery. Want to check on your Revenue Per Head and what it says about your Agency? Always happy to talk.

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In the past three months, we've audited two B2B Google ad accounts spending over £5M per year. Both of them were spending 10K+ PM on 'Discovery Ads' that are literally just stock images. In my opinion, this is the main problem with agency fees being based on charging a percentage of ad spend. They are directly incentivised to over-index on media buying and under-allocate on creative and messaging. One activity increases profit; the other decreases it. In many ways, this agency business model contradicts B2B best practices, and therefore promotes poor practice and over-allocation in the wrong places. This business model might make sense in B2C, where there is near unlimited impression share available and an ROI offered directly within a data layer. In a B2B world, where diminishing returns in paid search happen quickly, and creativity and positioning are the key performance differentiators, this model doesn't quite cut the mustard. In many cases, with B2B Google Ad accounts spending over 100K PM, the better question isn't 'how can we double our conversion rate', but instead, 'how can we spend 50% less and maintain the same results.' You can then work out what marketing activity will put that newly released budget to good use. TL;DR: Make sure you're not blindly spending too much on B2B paid search.

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One of the benefits of modernising your B2B Sales team is the ability to use tools like this from Databox I've created a group of almost 300 businesses with B2B sales teams in our ideal sized client of up to 200 employees and a turnover of £10M If you'd like more insight into the 20 benchmarks I've created, let me know and I can send you the link. If you've got HubSpot you can plug your own data in and compare with almost 300 other businesses in your sector. If you've not got HubSpot - think about getting it. This chart is showing the range and median of the number of new customers B2B sales teams are winning each month How does it make you feel?

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562% year-over-year (YoY) SEM revenue increase {Case Study} We've all been there—pouring thousands into PPC with little return. Ecommerce apparel brand 686 faced this, needing a creative boost to improve their 160% ROAS to 350-400%. Despite the saturated market, they leveraged their unique selling points and customer persona to refine their strategy. Strategies: Location-based targeting: they refined 686's PPC campaigns to focus on U.S. areas where people benefit most from cold-weather products. Remarketing: To cultivate the buyer's journey, they launched an aggressive remarketing strategy on Google’s Display Network and Facebook, adding touchpoints to boost conversions. Optimized shopping campaign and product feed: They revamped 686's product feed with eye-catching photos and clear pricing to boost SERP conversions. The results: - 562% year-over-year (YoY) SEM revenue increase - More than 186% conversion rate increase - 303% increase in return on ad spend (ROAS) - 67% reduction in cost per conversion #digitalmarketing #marketing #socialmediamarketing #facebookads

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Why you need SEO - Social sizing - Crazy canonicals | The Filter This week’s episode comes to you from sunny Norwich! Sign up for The Filter here - https://lnkd.in/ezyZ-9Sg

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Advertising just works - long story short there are more businesses who can benefit from better advertising through digital channels. They just don’t know how to put the systems, resources and people in place to deliver. Techy PPC stuff aside you need to know what your LTV or / AOV is per customer (net) and work on a channel to repeatedly acquire new customers profitably (or even at a small loss if needed). Then steadily grow that channel or add more. Yes channels complement each other but the main thing is Do more and do better. One of our clients wanted to take his offline business - online but with anew brand, new domain 0 customers in a really competitive market. No brand search, previous sales data or repeat customers to bank on. I wanted to share this because as optimistic as I am we had planned to be a little bit behind this at this point(ad spend is relatively small at this early stage). Still have a long long way to go but worth it. In this case we’re using a mix of pmax and standard shopping. I’m not 100% happy and still building. Also Attribution is a bit painful (both inGA4 & in platform) but we know ads are driving sales and are growing month on month. Client is happy so we get to eat our pot noodles next week 😊

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This so much... Always telling clients that technical SEO is so important, we cannot guarantee it will have a huge impact (because we can't guarantee anything especially in silo) but 9 times out of 10 it does make a significant difference to rankings, impressions, and traffic.

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Looking to optimise your Google Ads campaigns and keep costs down? Here are some top tips for you: 1️ Target Specific Keywords: Focus on relevant, long-tail keywords to attract qualified leads and reduce unnecessary clicks. 2️ Utilise Negative Keywords: Exclude irrelevant search terms to prevent wasting budget on unqualified traffic. 3️ Optimise Ad Copy: Craft compelling ad copy that resonates with your audience and encourages clicks, leading to better ad performance. #googleppc #googleads #googleadstips

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One of the biggest mistakes we're seeing agencies make from our audits right now 👇🏻🚩 It's nothing to do with who the agencies are targeting. It's who they're not excluding... We're seeing countless "retargeting" campaigns set up with lengthy hot audiences and NO exclusions 🤦🏼‍♂️ Anyone can get a great ROAS from a campaign retargeting all website traffic in the last 180 days (with fairly high buying intent as it stands). With the way attribution works, Meta will undoubtedly take credit for purchases that were already happening/happened. Exclusions aren't a silver bullet but it will certainly help you find NEW customers rather than dumping thousands into existing customers that were already going to purchase regardless of the social ads. ✅ Set exclusions (e.g. web visitors or purchasers) to help find new customers. ✅ Use the new "Existing Customer Budget Cap" feature to lower the amount allocated to existing customers (around 15%-20% is where we've set most campaigns to).

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The Value in Measurement report from JICMAIL and DMA (Data & Marketing Association) UK is available and is an informative and interesting read for anyone looking to understand effective cross channel measurement for marketing campaigns. Staggeringly 65% of respondents still report a misalignment on measurement and reporting across channels. That's a crazy figure but does highlight challenges of measuring each marketing channel fairly. The report provides recommendations on how to create an aligned view for looking at performance. You can access the report at the following link. I would thoroughly recommend https://lnkd.in/ehXasu4C #jicmail #dma #paperplanes #measurement

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🚀 3 Key Steps to Scaling a Google Ads Account Effectively 🚀 Scaling a Google Ads account isn’t just about increasing budgets - it’s about strategically optimising for sustainable growth. Here’s how we make it happen at BMAR Digital: 1️⃣ Expand High-Performing Keywords Start by identifying top-performing keywords and creating variations. Broadening these winning keywords helps capture more of your target audience, all while maintaining quality and relevancy 🗝️. 2️⃣ Optimise Ad Extensions Scaling isn’t just about ads—extensions play a big role, too! By adding and refining ad extensions (like sitelinks, callouts, and structured snippets), we can increase visibility and click-through rates, capturing more high-quality traffic with every ad impression 📞. 3️⃣ Incremental Budget Increases Instead of large budget jumps, we scale by gradually increasing the budget on high-ROI campaigns. This avoids performance volatility, allowing the algorithm to adapt smoothly and optimise for cost-effective conversions 📈. Scaling a Google Ads account requires a balanced approach - each step is about capturing more opportunities while ensuring cost-efficiency. Interested in scaling or getting started with Google Ads? Let’s chat! #GoogleAds #DigitalMarketing #PPC

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