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Magic Textiles SEO and PPC Case Study

Magic Textiles are a bespoke, custom Textiles Printer, based in Leek, Staffordshire. The company specialises in finished products such as tea towels, aprons, bags, cushions, flags and banners. They also work with fashion companies to produce custom printed coat and jacket linings – for Paul Smith and Barbour amongst others. I undertook Search Engine Optimisation (SEO) work on the Magic Textiles website, and I also manage a successful Google Ads PPC Campaign for them on an on-going basis.

SEO and Google Ads PPC

Magic Textiles currently spend £1K per month on the Google Ads PPC Campaign, spread across 8 different Campaigns within the Account. This has grown steadily as the PPC Campaign activity has been successful. Strong Return on Investment (ROI) and Return on Ad Spend (ROAS) is proven. Since I started running the PPC Campaign in early 2018, the number of website visitors and sales has increased markedly and consistently.

This has allowed Magic Textiles to grow as a company, as demonstrated by their increased capacity and turnover, their having invested in new machinery to increase production and diversify their product and service offerings, as well as take on additional members of staff and further develop and expand their factory space. Business is booming!

Prior to my commencing setting up and managing the PPC Campaign back in January 2018, Magic Textiles were getting around 7,000 hits on their website per month at best. In February of 2018, they got 7,712 hits (page views). In May 2019, they got 41,764 page views! Of those, 17,967 came from Paid Traffic – i.e. the Google Ads PPC Campaign – approaching one half of all page visits. This increased to a peak of 82,000 page views in October 2019, with many of those website visits generated by Google Ad clicks.

Enquiries to Magic Textiles, both via email and the telephone, have all markedly increased too. Chris Shaw from Magic Textiles has affirmed that these enquiries are all highly relevant product and service enquiries leading to sales.

Chris Shaw Magic Textiles PPC testimonial

What Is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee every time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “custom textile printers” our ad might show up in the very top spot on the Google results page, depending on a number of contributory factors.

How it works and why you should PPC advertise

Every time your ad is clicked, sending a visitor to your website, you will pay Google a small fee. This is why it is called Pay Per Click. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if you pay £1.50 for a click, but the click results in a £150 product sale, or a company takes up your services, then you’ve made a hefty profit and ROAS.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business.

Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

The pay-per-click model

Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank. This metric is calculated by multiplying two key factors. They are:

  1. CPC Bid (the highest amount an advertiser is willing to spend), and
  2. Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality)

This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction.

Google Ads search marketing

Conducting search marketing through Google Ads PPC is particularly effective for promoting your business, and selling your products and services. Google is the most popular search engine. Google gets massive amounts of traffic and delivers the most impressions and clicks to your ads. This sends valuable traffic to your website, and your enquiries, leads and sales will increase.

The keywords and search terms and match types in an Ad Group determine how often your PPC ads appear. Relevant searches typed into Google trigger your ad, and generate Impressions and Clicks.

A number of factors determine how successful your PPC advertising campaign will be. You will achieve a lot by focusing on:

  • Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
  • Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
  • Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

Managing Your Google Ads Campaigns

When I’ve created your new PPC campaign I will manage and optimise it regularly. This is to make sure that it continues to be effective. In fact, regular account activity, at least one session every week, is one of the best predictors of account success. Continuously analysing the performance of your account and making the following adjustments to optimise your campaigns ensures the best results:

  • Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
  • Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend/improve ROAS.
  • Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your Ad Groups into smaller, more relevant ones. Concentrate batches of relevant keywords into individual Ad Groups by theme. This helps you create more targeted ad text and landing pages.
  • Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
  • Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries. This will boost conversion rates. Don’t send all your traffic to the same page.

Work with me

Google Ads Search Certified, I set up and run Google Ads PPC Campaigns. The service I provide includes ad hoc and monthly reporting on visitor numbers, conversions and ROAS.

In addition to PPC Campaign Management, I also run my client’s Social Media Marketing. This includes Social Media Account Management, and reporting and analytics (Instagram, LinkedIn, Facebook, and Twitter; Sprout Social/Hoot Suite). Plus, Social Media Advertising Campaigns (Instagram, LinkedIn, Facebook, and Twitter). Find out more about my digital marketing services, and contact me.

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Digital Marketing during Lockdown

Is it right to do digital marketing during lockdown to promote yourself and your business? Yes. If you do it sensitively and with empathy. What channels should you use? What approaches to digital marketing should you take?

The lockdown is a massive challenge for everyone

The lockdown is a massive challenge for everyone, especially freelancers, the self-employed, and SMEs/SMBs who might have had to furlough staff (not to mention those with children at home and teenagers back early from university). Some people will have had to change the way they work and adapt to working from home. I’ve been working from home for the last 5+ years, so that’s less of an issue. However, we’ve all had to adopt a new routine to a greater or lesser extent.

My heart goes out to you if you’ve lost business due to the lockdown, or had to close altogether. You have my sympathy and empathy. For those of you that are carrying on regardless – business as usual, albeit working from home – then more power to you.

Some businesses will have been siginificantly busier because of the lockdown

It’s an ill wind that blows nobody any good, as the saying goes. Some businesses will have been siginificantly busier because of the lockdown. I’m thinking of bike shops here, as people like me who haven’t ridden a bike for years decide to get some fresh air and exercise during our one hour’s allowed outdoor exercise time. Home gym and fitness equipment will have seen a massive upswing. IT and tech too in the first weeks of the enforced lockdown. Employees worked from home for the first time and rushed to buy laptops, monitors, external keyboards collaborative software and VPNs. Lots of people bought comfortable, more relaxed WFH clothing too. Suits and smart casual attire has been swapped for loungewear and athleisure hoodies and jogging bottoms.

How you can use marketing to your advantage, sensitively

I’d like to share some advice and tips with you for how you can use digital marketing during lockdown to your advantage. Sensitively, and with empathy. Together we can emerge stronger when some semblance of normality is restored. Or, whatever the new “normal” is, anyway.

Digital Marketing during a pandemic

As my friends and colleagues at the digital marketing agency Limelight have said, many businesses are faced with a stark choice at the moment:

During these crazy times we have noticed one of two dynamics…

  1. Stop everything, cut marketing budgets as not sure when this will end.

  2. We need to be prepared for when this does end so we’re in the strongest position both online and offline.

If you’ve had to stop altogether then, again, you have my sympathy. I hope to see you and work with you again in the near future.

However, if you’re carrying on with “business as usual”, or trying to establish yourself in a new marketplace or with a different business model, then you will still need marketing activities.

Don’t take your foot off the accelerator

Limelight go on to say:

Just now, many of your competitors are reducing their marketing budgets and have put any marketing plans on hold, which means you may be able to get ahead! Think of it like the hare taking a break while in the lead only to let the tortoise win the race with dedicated effort. Don’t take your foot off the accelerator unless you have to.

Of course, a lot of businesses are simply not able to invest due to lost revenue and if that’s the case then simply skip this tip. However, for everyone else, this is extremely important. If you are in a position to do so, now is the time to gain a competitive advantage in the months and years to come. You need to be thinking ahead rather than focusing on the now.

You can read more tips on the Limelight website.

Is it ethical to market yourself and your business right now?

Some people have even questioned the ethics of marketing your business during a pandemic, asking if it’s at all appropriate to focus on marketing during the current situation. Leaving the morals and ethics aside, what can you do to keep your business going and ensure that you’re ready to hit the ground running when lockdown is lifted?

Digital Marketing channels

You can use a number of different channels and techniques to market your business. Online is especially important and effective now. More so than ever. SEO, social media and Google search (organic search rankings, Google Ads PPC, Google MyBusiness and Local Search) are your main digital marketing tools.

What approach should I take?

Whatever channel you use, there’s agreement that you should approach communications and digital marketing during lockdown sensitively. You can do this in a number of ways. These are:

  • Show empathy – we’re all in this together. Showing the human side of your business is a good idea. Be kind. Always.
  • Solve problems or provide a service – offer advice and solutions to problems rather than concentrate on the “hard sell”.
  • Offer businesses a lifeline – go above and beyond. Service your existing clients. Make them feel valued and show appreciation that they’ve stuck with you. Perhaps even offer your services at a discount or for free if you can afford to do so.
  • Spread the love – show appreciation for other businesses and individuals who are doing great work. This especially applies to sole traders, freelancers and the self-employed, and SMEs/SMBs who may benefit most from a shout out and a positive review. Give something back. Pay things forwards.
  • Brand awareness – one day this will all be over. Make sure that you’re in the forefront of people’s minds when things get back to something like normal. Again, ditch the hard sell though.
  • Reinforce expertise and thought leadership – use LinkedIn and the other social media channels to communicate with people. Like, Comment and Share other people’s Posts and Tweets. Post relevant industry and sector news. Share good news stories. See “Spread the love”. Social media is the ideal place to do this. If you haven’t got the time to do it yourself then get a freelancer to do it for you.
  • Network – face-to-face networking in real life isn’t possible at the moment, of course. However, many networking groups are taking to Zoom for virtual meetings. Keep in touch with your existing networking contacts, and check in with them. You might even make some new ones. I’ve had my first ever Zoom networking group meeting this week. I made new connections and even gained new business. It works, even if you’re not sure that it’s for you.

Those are just some ways you can market yourself and your business without being crass or overly commercial. I hope that it helps you and your business take advantage of digital marketing during lockdown. Stay safe, stay well and stay home. See you on the other side.