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Pay Per Click Marketing

CUSTOMER SPOTLIGHT PART TWO | On-Going Website Maintenance & Marketing Strategies Drastically Improve Business

By | Custom Content, Customer Spotlight, Marine Marketing, Pay Per Click Marketing, SEO Marketing, Website Design | No Comments

In part one of this series on Mainsail Yacht Charters, we talked about how on-going site maintenance has drastically improved user experience. If you haven’t read it already, jump on over and give it a quick read. Our custom integration with Central Yacht Agent really pushed his user experience to the next level and the access to instant information, while never leaving his site, drastically improved his conversion rate!

In part two of this series, we see how our marketing team continued to work with Kevin to ensure, with the upgrades to the site, that his marketing strategy was being updated as well – and the results have been nothing short of amazing. With the improvements made to the website, and specifically the specials page with integrated brochure, we are now sending more ads within Adwords to the specials page. In addition, we have updated the ad copy for our ads to highlight some of the features of the specials page and standout deals.

With more quality content on the specials page, the ‘quality scores” that determine the relevancy of ads, keywords, and landing page to our audience have improved. We now have numerous keywords with 10/10 quality scores which is the best possible rating you can get for a keyword! Higher quality scores means that we are more likely to outrank competitors. This means that we are able to rank higher on the Google SERPs for less money.

Check out the outstanding Google Adwords performance below. Plus all has been achieved with zero change to the budget:

  • 5% increase in conversions
  • 13% increase in clicks
  • 13% decrease in the cost per click
  • 28% increase in impressions

In Facebook, we have created visual advertisements for specific yacht specials on the specials page. We are now able to send ads directly to the yacht page on the Mainsail website that has the integrated brochure. Previously, we had Facebook ads going to the brochure website which was separate from Mainsail. Having the two integrated allows people to stay on the site longer, and explore all of the yacht details in one place. Plus, our Facebook ads have tons of audience engagement with people liking, sharing, and commenting on the ads on a daily basis.

Facebook conversions improve as well:

  • 5% increase in direct leads
  • 14% increase in clicks
  • 16% decrease in the cost per click
  • 24% increase in impressions

Overall, there was a 90% increase on people taking action on our Facebook ads which includes (likes, comments, shares, and clicks). Again, all while our total Facebook budget remained the same.  The customers get a fantastic search experience and Mainsail’s business is converting at a much better rate! Kevin reported  that:

“January was a fantastic month. The best it has been a while! I am not sure if it is the new changes and integrations on the website, the ads you’ve been creating (more on this next week in part 2), or a combination of everything but what you’re doing is working very well! Keep up the great work!”

Interested in increasing traffic to your site? Time to modernize your site and deliver the right 1st impression? At Charternet Web Solutions we deliver sites that offer easy navigation, making the redesigned websites both human and search engine friendly. We take pride in offering responsive design, a necessity for businesses to connect effectively to the smart phones and devices that are quickly replacing the desktop/laptop.  Contact us today to get started!

Charternet Web Solutions
Dedicated to Keeping You on the Water
www.charternetwebsolutions.com
844.866.9283

CUSTOMER SPOTLIGHT PART ONE | On-Going Website Maintenance Ensures Cutting Edge User Experience

By | Custom Content, Customer Spotlight, Marine Marketing, Pay Per Click Marketing, SEO Marketing, Website Design | No Comments

Websites are not printed marketing materials. You cannot just launch them and walk away. Your website, regardless of when it was designed, needs to be incrementally improved over time. What is needed is a maintenance schedule to ensure the best user-experience you can!

Long time client, Mainsail Yacht Charters, is a great example of exactly how on-going maintenance cannot only give customer’s a better experience, but can increase business rapidly! Over the last few years, we have continued to work with Kevin to ensure his website has the most modern technology guaranteeing a better user experience. More specifically, over this past month, we have implemented a brand new integration with his booking agent – Central Yacht Agent. The integration we built not only ensures that yacht searches and yacht brochures are fully accessible from the site, but more importantly that they are all contained within the site with the same look and feel as the existing site! This is crucial to a successful online SEO marketing strategy. Linking people off your site does nothing to grow your SEO results – which is exactly why Mainsail had us undertake this custom integration.

The CYA integration features a custom built layout for brochure XML feeds and yacht search results. You can see it in action below:

In short, this is a win for both the customer and a win for Mainsail Yacht Charters. The customers get a fantastic search experience and Mainsail’s business is converting at a much better rate! Kevin reported  that:

“January was a fantastic month. The best it has been a while! I am not sure if it is the new changes and integrations on the website, the ads you’ve been creating (more on this next week in part 2), or a combination of everything but what you’re doing is working very well! Keep up the great work!”

Interested in increasing traffic to your site? Time to modernize your site and deliver the right 1st impression? At Charternet Web Solutions we deliver sites that offer easy navigation, making the redesigned websites both human and search engine friendly. We take pride in offering responsive design, a necessity for businesses to connect effectively to the smart phones and devices that are quickly replacing the desktop/laptop.  Contact us today to get started!

Charternet Web Solutions
Dedicated to Keeping You on the Water
www.charternetwebsolutions.com
844.866.9283

customer reviews boost business

Boost Bookings with Customer Reviews!

By | Internet Marketing, Marine Marketing, Pay Per Click Marketing, SEO Marketing, Social Media | No Comments

Regardless of what your marine businesses is (fishing charter, yacht charter, broker, boat insurance, etc), there’s nothing more valuable in growing your business than business than customer referrals and testimonials. Yelp and TripAdvisor, arguably the Internet’s largest social-local platforms for reviews and research, tout a combined 485+ million monthly users, dominance in local search engine results, and and the ability to shut down businesses over night. It’s no wonder Yelp and TripAdvisor are crucial to your business! Potential customers are actively looking at what your current customers have to say about you, your service, and the on-the-water experience they are going to receive.

Here are a few nuggets to bring some perspective:

  • 90% of customers read online reviews before choosing a company to go with
  • 88% of people trust online reviews as much as personal recommendations
  • Customers are likely to spend 31% more with a company that has excellent reviews
  • Customer reviews are 12 times more trusted than product or service descriptions

So what does that mean for you? Gathering and sharing your customer testimonials demonstrates how you deliver on your promise in the real world, with real people. A positive customer review resonates in a way that other marketing efforts just can’t. It conveys more than honesty – a glowing review confirms your credibility and trustworthiness, extends your reach to a broader audience when customers publish reviews on social media,  and makes for engaging content to share on your website, in your fishing reports & news, and via social media.

Are you not fully booked this season? Need help getting those customer reviews out into the world? By continuing to provide great customer service, asking your customers to review you, and monitoring those reviews, you can easily take advantage of the impact reviews have on today’s consumers. By teaming up with Charternet, our mission is to strategically position your business over the internet for success! With Charternet you’ll have a dedicated online marketing team that you won’t have to educate about the marine industry. Our team has proven strategies and tactics that have been generating top results in for the marine industry for almost two decades. Our marketing experts will keep you up to speed with monthly reports and always be available to connect with the latest regarding your plan. We are dedicated to keeping you on the water!

Charternet Web Solutions
Dedicated to Keeping You on the Water
www.charternetwebsolutions.com
844.866.9283

online marine marketing ppc

Your Website Not the Online Booking Tool You Thought it Would Be?

By | Internet Marketing, Marine Marketing, Pay Per Click Marketing | No Comments

Is the fishing charter boat in the slip next to you getting more business even though you have a new website and are regularly posting fishing reports? With Google on a mission to deliver the best search experience ever you cannot just HAVE a website to say you have one, call it a day and go fishing. On top of having fresh great content that reaches out to your potential, current and past customer base, you need a solid online marketing strategy that builds brand awareness.

You must have a solid online marketing strategy that focuses on organic (learn more about SEO or search engine optimization here) and paid search results both. However paid search marketing or PPC (pay-per-click) is one of the fastest ways to achieve page one results. Granted you will pay for it because it is just as it says, Pay-Per-Click. So if you are tired of watching other boats pull out of the dock more often than you this summer here are 3 reasons why PPC can be the game changer:

  1. It is cost effective. One of the biggest myths about PPC campaigns circles around cost. The truth is this – you decide just how much you spend and not a penny more. That is right you only pay for clicks and if you say my daily budget is $20 your ad will simply go offline after you generated enough clicks to spend $20. Plus everything is measurable, from the impressions your ads will receive, clicks you will get, visits to your website and conversions and our marketing team studies these numbers well before we advise to spending more.
  2. It’s the fastest method to get targeted visitors. Whether you are a fishing charter, a yacht broker, or a sailing school, getting quality leads is crucial to converting a potential client into a customer. With PPC, our team with work with you to choose which keywords should prompt your ad to be shown at the top of Google search results. Think of it this way: SEO is a slow burn when driving to targeted traffic while PPC is almost instant. Of course the benefits from achieving high organic rankings are enormous but you need to be patient and have a good SEO plan to get there. If you haven’t been focused on SEO until now it won’t have in impact on bookings this summer but PPC certainly will.
  3. It works well with other online marketing channels.  PPC advertising is an important component of your digital marketing strategy and works well with all other marketing channels. For example:
    1. We can use PPC to test the effectiveness of different keywords to your specific marine industry target group so that you know which keywords to target with long term SEO.
    2. We can use PPC to get more email signups and enrich your email marketing campaigns.
    3. It’s a great way to test ads that you can then leverage on Facebook to use yet another marketing channel to drive traffic.

Interested in increasing traffic to your site? Charternet marketing programs focus not only on increasing your rankings and visibility, but also on increasing the appeal of your ads and then the convertibility of your paid traffic. By focusing on the entire conversion funnel, you’re able to take full advantage of your paid listings and PPC to generate substantially more new sales. Lets get started!

 

Charternet Web Solutions
Dedicated to Keeping You on the Water
www.charternetwebsolutions.com
844.866.9283

where are your customers

Where are your customers!

By | Internet Marketing, Marine Marketing, Pay Per Click Marketing, SEO Marketing, Social Media, Website Design | No Comments

Have you gone into this season wracking your brain and screaming “where are all my customers?” The days of getting your next customer off the dock are over and now is the time to invest in your online marketing presence to ensure you get the business!

Pay-Per-Click, PPC, marketing puts your company front and center in the search results for relevant keywords on Google, Yahoo and Bing. Plus, with the huge increase in mobile search, a majority of sales now come from the top 3 listings on the search engine therefore being listed in the top spots is essential. For every search you’re not on top, you’re losing potential sales!

Research shows that ~50% of sales go to the first responder.

50
Potential Growth!

50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase.

61
New Customers from Mobile!

Businesses make on average $3 in revenue for every $1.60 spent on Adwords.

1.60 = $3.00

The top 3 paid ad spots get 41% of the clicks!

41
Top 3 = 41% of clicks

Ready to expand your customer base with effective PPC marketing? With over 2 decades of marine industry experience, at Charternet Web Solutions we deliver powerful paid search management plans to fit your budget. Our experience writing ads for fishing charters, yacht brokers and water adventure companies combined with good data and knowledge means your ads will be seen and your phone will ring!

Lear more about PPC plans that will fit your budget!

Contact us today to get started!

Charternet Web Solutions
Dedicated to Keeping You on the Water
www.charternetwebsolutions.com
844.866.9283

Red Flags You Haven’t Found the Right Internet Marketing Company

By | Internet Marketing, Marine Marketing, Pay Per Click Marketing, SEO Marketing, Social Media | No Comments

Each month I inevitably get a call from a new client or a prospect I have been working with that says “XYZ told me they can do this!” There are thousands of Internet Market Companies out there but just like with anything there are a few rotten apples in the bunch. If you have been sucked in by a great sales pitch though here are 4 red flags that should make you question their ability and force you to continue to research them or your other options.

Timeline-014

  1. “We Guarantee!” – Run! Don’t Walk Away. And know 100% that no one can guarantee a #1 ranking in Google. “We guarantee results” should have been stripped from their vocabulary because it is next to impossible and when possible crazy expensive! If a company is claiming a guaranteed result get it in writing. Know exactly what they are guaranteeing: top ranking, keywords, traffic, ROI? If it is traffic just how are they going to make that guarantee? SEO? Pay Per Click? With a guarantee they are questionable so you best have more questions for just how they will make it happen.
  2. The SEO Firm’s site links to all their client sites, and those clients link to one another. This one requires a bit of investigative work but simply navigate their blog and see if they are linking back to pages on their site or is it to a client site each time. Do the links in the posts go to some very random spot, i.e. a blog about PPC Success and you land on a website selling you chair covers?
  3. Flat Fee for PPC Marketing – While this may seem intriguing for many on a tight budget this is another red flag.  First, a flat rate means they will take a portion of your money and keep it to manage the account. Second, they typically do not divulge how much of that fee is actually going towards your Pay Per Click. Third, they don’t optimize for the right keywords which typically can cost anywhere from $3-$8/click which means a $300/month fee can break out to $5/day on average. If you have a $2/click cost you may get 2 clicks a day. If a company is offering a flat rate, ask them how the funds are allocated, what keywords they will bid on, what the average cost-per-click is, and what reporting is involved. If they are unable to provide this information save your money for a firm that can back up what they say!
  4. Questionable Tactics – If they mention any of the following steer clear:
  • Link Farming
  • Buying Expired Domains
  • Buying Links
  • Buying Likes
  • Buying Traffic
  • Scraping/duplicate contentWhile some of these may have worked back in the day, they certainly don’t now. Additionally many of the tactics will negatively impact your SEO efforts with the search engines therefore steer clear.

Please ask questions and more importantly listen for those red flags. Got more questions afterward then please contact our marketing professionals for additional insight.

Charternet
Web Design & Marketing Firm Focused Solely on the Marine Industry
Dedicated to Keeping You On The Water

The Effects of Weather on Your Ad Spend

By | Internet Marketing, Pay Per Click Marketing | No Comments

Since we have been working with marine professionals for more than 15 years we know all too well how quickly weather can effect a captains charter schedule. Our marketing professionals certainly don’t have any control over the calm waters but we certainly do over your Google Adwords spend. The Charternet team can run a script that allows for the adjustment of your bids based on current weather conditions allowing our fishing charters, divers, sailors, etc. to scale back during inclement weather, saving that budget to bid more aggressively when the time and weather are right.

How is it possible – Google! Yes, Google allows us to tap into the OpenWeatherMapAPI and set up locations and weather conditions for our marine clients. For example if “weather” = “hurricane level winds” for a corresponding location in our clients Google Adwords account the bid multiplier is dialed back equating to savings for an already challenging time for our client!

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Important Email Information – Non-Hosted Email Alert!

By | Internet Marketing, Marine Marketing, Pay Per Click Marketing, SEO Marketing, Website Design | No Comments

Important:  Email Forwarding & Website Form Notifications

Please note based on recent universal email regulation changes, Charternet urges you to review your email policies and account forwarding set-ups. If you are using non-hosted email, such as Gmail, Yahoo, etc. there are circumstances in which email will not be delivered or forwarded.  
If you do not make the business decisions with respect to email please be certain to forward this message to the appropriate person in your office.
Non-hosted providers such as Gmail, Yahoo, etc. may begin blocking your message because of the following:
  1. Volume of emails being sent each day by the same “from” email address
  2. Automated emails from booking/contact us form including the original senders email address from Yahoo, AOL, etc.

In order to ensure email delivery, we recommend using your hosted email service, i.e. mail@yourdomain.com rather than yourcompanyname@gmail.com as there is zero guarantee on email delivery on non-hosted email accounts.

 

Please contact customer support at 844.866.9283 or feel free to email any questions to support@charternet.com.