Creatives are a bit mysterious aren’t they? Shuffling about with their macbooks and hipster outfits, paid to have fun and mess around with colours and words. I recently wrote a blog post about graphic designers, and how people don’t really understand what they do – I think copywriters definitely fall under the same mysterious creative banner.
I often think that it’s probably our own fault that we’re seen this way. We never really lift the creative veil and say ‘hey so we actually do some really practical work behind our Notebooks!’ We never really think about explaining our trade our creative process properly.
First things first – we do a lot more than write up words, we (like graphic designers) wear a few different hats that help us create copy that doesn’t just sound good but actually creates web traffic, loyal customers and increases sales.
Which hats do we wear?
I would say any copywriter worth their salt is also a brand expert, a marketer, a creative writer and understands the basics of design. A copywriter also constantly walks a tightrope between the creative and commercial world so that the copy answers a brief, is engaging and taps into something unique. A copywriter’s goal is to captivate the reader and take them on a journey from brand awareness to loyal customer, without them even realising.
Step by step
When it comes to websites, getting the copy right is crucial. Websites are now the first place a person looks to find out more about your business and why they should even interact with you. 80% of website users will never go back to a website if they’ve had a negative experience. If you have a website that looks like a digital dinosaur, they will probably never come back and will hop to your other competitors on Google without a second thought.
Your website isn’t just a shop window, it can be used to push your users to action and should be integral to the success of your business. Great copy helps create a quality customer experience for your website which elevates your brand, company values and creates long-term loyalty.
So why is investing in professional copywriting so important for websites?
1: Attracts potential customers to your website
Great website content improves website traffic, increases customer interaction and raises awareness of your brand and services.
How? By picking the right words that your audience searches for on Google, otherwise known as SEO, which will help more potential customers find your site, and can convince readers to choose you over your competitors.
Good SEO captures google visitors by adding keywords to your website that people search for and stops users clicking off your site by appealing to their interests and needs. Good quality copy works subtle SEO into the body of the text which attracts users to your site and shows them what makes you special.
2: Helps convert a visitor into a loyal customer
Once your content attracts a visitor to your website, the copy should work in tandem with great website design so that you lead the visitor through an online journey which convinces them to browse through your website and ultimately interact with you.
Professional copywriting takes on board what your core audience is interested in and what will help convince them that you are the company to pick. Good content takes on every step of customer conversion – from discovering you on google, browsing through your website to facilitating contact.
The power of words can make a visitor pick up the phone and ring you because they feel you offer what they need and that you appeal to their values. A good professional copywriter will add the right keywords, structure, layout and tone – giving you the building blocks to capture visitors and nurture long-term customer relationships.
3: Strengthens your brand
A strong brand is directly linked to increased sales. People want to instantly understand who you are and what makes you tick.
Words can help you transform how a reader views your brand. Words can create a consistent image that connects right to your target audience.
When a skilled copywriter works on a website project, one of their main aims is to strengthen your brand. They will work on your brand values, what your target audience cares about, and how to let your best-selling points shine.
4: Differentiates you from your competitors
If 10 other companies in your area sell a very similar service or product, how can you convince someone that you are the company that they should go with?
It’s simple – if your website is the best on the market, your customers will think you are the market leader. Or think about it this way – if two people went for an interview and one was sat upright and dressed in a suit while the other was slouching and had a creased and stained T-shirt on, which one would you choose before even seeing their C.V or speaking to them?
Your website is often the first thing potential customers see about your company, and first impressions count. Copywriters work in tandem with graphics designers and website coders so that every part of a website is consistent and shines a spotlight on why you are unique and why someone should pick you above someone else.
Copywriters understand that words have the power to put you above your competitors and know how to use them in the most effective way for your business. A great copywriter will work closely with you to find your unique selling points and values to elevate your company and put you a cut above the rest.
5: Gives a positive online image of your company
First impressions aren’t just about beating your competitors, they are also crucial for your company’s image. 80% of website users will never go back to a website if they’ve had a negative experience. Bad website design and badly worded pages are the top reasons why users click off and find another website that gives them what they need.
Sleek website design and memorable content help users easily find what they want and understand who you are – creating a positive image and helping you to achieve long-term relationships with your customers.
A mix of quality content and web design is the magic formula for creating a website that your customers remember for all the right reasons.
Psst! At Bamboo, we have our very own copywriter, Sara Benaissa. If you are thinking about a new website and need to work on your web copy, give us a call and we can have a chat about how great design and content create the best websites on the digital market.
Whose line is it anyway?
Before we get into the nitty-gritty, what even is a strapline?
They are basically business catchphrases, slogans or small groups of words that make up a memorable sentence. A good strapline should reflect who you are, what you do as a business and alert your target audience to your main business values in a snappy soundbite.
The almighty strapline basically sits on top of a carefully planned brand strategy, acting like a beacon, streaming out a bold and simple message.
When it comes to branding, the big bad companies out there spend troves of money finding the right strapline for their brand, because they understand the colossal impact it can have on their audience. They know that words have the power to shape perception and buying habits.
Customers buy from brands they trust and can relate to. Audiences flock to websites that have strong stories and values that align with the individual and society.
Great straplines can also make your company look better than your competitors, who are essentially selling the same product or idea. They can create loyal customers who believe they are buying from someone who understands them and their lifestyles.
Up in lights
To really bring home how much sway straplines can have and how they push you to think in a very specific way about a company, here are two of the best straplines out there:
Because you’re worth it
Just Do it
99% of the modern world know which brands these straplines belong to. The clever trick is that we aren’t just thinking about the company, we’re also subconsciously accepting a very carefully planned brand message.
The globally recognised because you’re worth it, is a brilliantly executed strapline. Firstly, it answers the question ‘Why should I buy from you?’. Secondly, it makes you think that buying luxury or treating yourself is a worthwhile investment. And thirdly, it implies L’Oréal Paris is good enough for your tastes.
The brand flatters your ego, tells you that they are better quality than their competitors and so makes you think they are value for money. All in 5 unassuming words.
Just Do it is a fantastic strapline for a sports brand because it inspires action, positivity, a drive to do better, and ultimately to buy a brand that helps you do that. Nike even capitalises the ‘Do’ so you only associate that exact phrase with the brand.
Great straplines tap into our human nature, for Nike that means playing into our need to always improve and be our best selves.
The Perfect Recipe
So what makes a great strapline?
I asked resident graphic designer and co-owner of Bamboo, Simon Nolan –
“Your strapline basically sits next to your brand and acts as a message, helping users to sum up your ethos, your values and what you are about. The strapline is the introduction and summary of who you are. A great strapline should act like the glue that holds your content together and should be the start of a strong and consistent brand story that runs from your website right through to your business cards.”
Creating a good strapline is like pouring icing on top of a cake so that it trickles down between the layers. It strengthens your image, puts a bold idea out there for your audience to digest and helps streamline your business values.
So how do you go about creating a strapline?
Keep it Simple
If you take one thing from this article, it should be ‘the simpler the better’. Flowery constructions or wordy poetry have no place in the strapline cattle market. You want short, sharp words that pack a punch.
Make it Memorable
Along with a simple idea and message, you want someone to remember your brand, and for the right reasons. Whether you are a big or small company, when a loyal customer sees your strapline they should immediately think of you. In an ideal world they should even speak about your strapline to other people, think Budweiser or Specsavers.
How do you make it memorable? Humour is a great trick, as is appealing to someone’s emotions. You need to understand your audience and what makes them tick and then use your strapline as a mirror back to their own values. But keep it honest, consumers can smell a red herring three google clicks away.
So, you’ve got simple and you’ve got memorable, now you need positive. You don’t want to be remembered for making children cry or horrifying your core audience (although sometimes that can work). Stay positive, people always want a happy ending to a story.
One of the big reasons that straplines work so well is that they help you look different to your competitors and raise you up to a new playing field.
I firmly believe that most competitors sell a very similar product, but not all competitors have the same values. Concentrate on what makes you different from the crowd and create your brand message and strapline around that.
Show your Worth
A strapline helps convince your audience that you are worth their time, money and energy.
How do you get them to think that? Like most things in life, start with the basics. When you are setting up your brand or refreshing your image, you need to have a serious think about your core principles before you decide on a strapline.
When I say core principles, I mean the basic values that define your company. Defining your core values is also about what you and your target audience finds important. You core values should create a bridge between your goals and their expectations – – whether that’s ethics, speed, simplicity, or family values.
Once you’ve thought of them, a good trick is to imagine if someone took those 3 or 4 values away, would you still be the same company? No? then those 3 magic words are your building blocks to branding glory.
Next step is your strapline, which should have 1-2 of your core principles worked into the content, and the best straplines do this without even saying those exact keywords.
The road to Tipperary
Even if you’ve never done any sort of branding before, you know your company more than anyone else, so spend some time thinking about who you are and what makes you unique. Then start using our 5 top strapline tips as the first stepping stones to a great brand story and a star-studded strapline.
PSST! Did you know that we have our very own copywriter? If you want to rework your website and freshen up your content, give us a ring or pop into Ziferblat Edge Street, Manchester – where we’ll be more than happy to have a chat about your website project and how we can help over some Zifercake
It’s official – Bamboo Manchester has spent 365 wonderful days as Clockwork members at Ziferblat Edge Street!
We’ve had a fantastic first year co-working from Ziferblat Edge Street. We still love coming to work knowing that each day will be different – from how the space is used by everyone in it, to the people we meet or the eclectic events constantly going on in the northern quarter’s very own eccentric grandma’s living room.
The origins story
We were actually looking for a fixed office space in the area when we first decided to take the plunge and become northern quarter co-workers. We’d rented an office in Bury for a few years but felt the next logical step was to work more centrally and have a Manchester post code.
We decided to start looking at offices in the Northern Quarter and spent a whole morning traipsing around the quirky red brick streets. By the end of the morning, we’d gone from one white washed room to another and hadn’t really felt that lightbulb moment where you think ‘this is our kind of office!’.
After what felt like the millionth drab space, we went for a much-needed break and decided to put our feet up and eat some cake at Ziferblat. As we sat in the communal living room café, we watched the friendly buzz mill about the room. People were playing chess, working from their laptops, playing on the piano, and having a good chat over a cup of tea on the balcony.
We realised right then that Ziferblat was the sort of place that we’d love to work in. It was the complete opposite to the standard office spaces were looking at. It was brimming with creative character, was friendly and sociable but also had a calm feel about it – exactly what we needed for our web design business!
We then bumped into Ben Davies, the Marketing Manager at Ziferblat, who genuinely loves the living room area so much that he works in the open space with fellow Ziferblatters. We told him our plight over a cup of tea and he told us about the Clockwork Membership.
Let there be cake
Sometimes in life those perfect moments just come out of nowhere, and this was one of them. We’d stumbled across not only the ideal space for us but also the perfect office package. We didn’t even realise that co-working would be ideal for us until we walked into the Ziferblat doors looking for refuge from a draining morning. And there we were, happily signing on the dotted line for membership and a Manchester post code.
Since we became loyal Ziferblatters, a number of surprisingly brilliant things have happened to us. We firstly realised how truly great co-working is and how much it suits what we do. We then noticed a lot of freelancers congregating and eating a lot of cake together on Fridays.
Katy Carlisle, who is the founder of Freelancer Folk, welcomed us with open arms and we are now part of her friendly remote worker community. We meet every Friday and not only socialise but help each other out and even work together on projects. It’s what all offices should be like – open, supportive and motivational.
We’ve also had the privilege to collaborate with other inspiring people just by working in a space that is social and open to genuine conversation with strangers. We’ve even met new clients by having a good chat in the kitchen, sharing co-working tables or having collective breaks in the sofa areas.
We also realised that having the flexibility to work how you want and in whatever type of space you feel like, is helping us be more creative and work more productively. We’ve even branched out into video creation and are working on a rebrand to reflect our Mancunian co-working awakening (watch this space!).
In the end, having that break was one of the best decisions we’ve made, not only for Bamboo but also as individuals. It still makes us tremble in our co-working boots knowing that we could’ve missed working here if we hadn’t given in to our love of all things cake!
Bamboo’s coffee adventures at Ziferblat, Edge Street
Coffee has been married into our lives for a very long time. From the first people that discovered the beans, to the millions of coffee shops across the planet. We just can’t get enough of the stuff.
In recent years, coffee culture has been working fervently underground. Coffee experts have been toiling away in backrooms to ensure that the coffee poured into our porcelain cups is lovingly cared for before we put coffee to lips. Experts, such as Sean from 92 degrees in Liverpool, concentrate on sourcing good quality beans and meticulously processing them into great coffee. The time, temperature, and nature of the roast all adds to why some brews beat the rest of the flock.
Good Coffee is also a staple for any urban co-working space, and very important to the average freelancers and remote worker. So when Ben, Marketing Manager at Ziferblat, invited us and other Ziferblat friends to a coffee tasting of the most expensive brew in the world, Gesha Village Coffee, we threw out the Nescaf’ and listened to Sean from 92 degrees with bated breath.
Freelance folk, Manc Made, MCRhookup and Fraiche Ink were also the resident coffee drinkers, on hand to taste the record breaking brew and listen to Sean, who explained the legend of Kaldi, or the Ethiopian goat that discovered coffee, and why Gesha Village sold at auction at an eye watering 85 dollars.
According to Sean, Gesha village has ideal natural conditions and ecosystem for making the best coffee in the world. The farmers also did something very unusual for the coffee world, they left the coffee plants alone and let them do their thing. Their gamble paid off when the beans went to market and broke coffee bartering records.
So is coffee ever worth paying £85?
All we can say is that tasting the best coffee in the world is like when you think you know what vodka tastes like, and then you try a good vodka and you realised you’ve been sipping on fuel for most of your life. Or more poetically, a bit like seeing colour for the first time, the colour of velvety brown.
Why Google Rankings strategies matter
Your site is up and running, it’s looking sleek and shiny, ready for the whole world to see. You sit at your computer waiting for the thousands of visits and leads that are going to come knocking on your digital window.
So why have the weeks gone by and you’re yet to receive the tidal wave of requests you expected, and your views are struggling to hit the 100 per week mark?
First things first, you are not alone, many companies navigate through the choppy waters of website traffic and have no idea how to bring the boat into port in unchartered territory.
Google is effectively the gate keeper of high search rankings and organic traffic. Meeting Google ranking requirements is one of the most important things for high website traffic, and ultimately lead generation.
What then is the magic Google recipe to put you above all your competitors and become the cream of the Google ranking crop?
Tell me the truth
One of the most important and relatively easiest ways is with quality content. Writing engaging and relevant information on your website which is often refreshed (i.e. with a blog) is a sure-fire way to see your Google rankings rise.
People react most to genuine content that hits a Zeitgeist or speaks to their values. Which means that no amount of hyperlinking or SEO can replace interesting content that attracts your core audience. You can even attract long-tail traffic, which is basically attracting visitors that are interested in what you do but weren’t specifically looking for you.
A good example of this is if a restaurant, which has a website and blog, posts weekly trend setting recipes. A person might research a recipe that is on the blog and stumble across the post, like what they see, look at the whole website and decided to visit the restaurant.
SEO my heart out
Another way is through SEO, a term which is being bandied about a lot and is being propelled as the new way to write content. Away from the marketing jargon, SEO is just writing compelling content for your brand which contains words that people are likely to search for when they are looking for what you do.
It’s important though, to firstly write quality content and to secondly concentrate on SEO. The worst mistake a lot of websites do is to try and drive content by solely concentrating on searchable words, this often created conceited and jumbled up sentences which tends to lead to high traffic but also very high bounce rates.
SEO works when you can’t tell the searchable words are there. They should never be the gravitational pull in a sentence but should instead sit calmly behind the scenes in a genuine piece of writing.
It’s also not just about the words you write for the whole world to see, it’s also important to get your back-end in order. All I mean by back-end, is the page settings in your editor suite, where you can view each of your pages and write meta-tags or searchable terms which help Google understand what your site does, raised your profile and directs the right traffic towards it.
It is also important to do this for pictures and videos. Google is basically a very complex algorithm and reacts to data (a colossal 20 petabytes per day). If Google processes a picture or video without a back-end description it is basically invisible to Google and won’t help your rankings.
Social media also has a big part to play, because it can help drive more traffic to your website. Having various social media accounts for your company effectively shines a stronger beacon towards your website by picking up visitors from a wider angle.
You are quite literally providing more opportunities to be searched for on the internet, and Google likes knowing that traffic is coming to your website from multiple sources. A bit like the popular high school kid, who decides whether you’re worth their attention based on how many friends you have.
Picking which social media platform is right for you is also important. If you’re a design company, Pinterest and Instagram are probably the way to go, if you’re a street food company Instagram and Snapchat will probably get you genuine engagement, where a data analyst organisation will probably look to Twitter and LinkedIn as a more appropriate route.
The key strategy with social media is to get your branding streamlined and to constantly generate compelling content which will, if all things go to plan, drive increased traffic to your website and give you a healthy boost on Google.
In the end, raising your Google ranking can feel a bit like a shooting star, some days your rankings soar and some days you are left scratching your head and wondering what changed from Tuesday to Wednesday.
Don’t lose faith though, the best sign that your google ranking strategy is working is that the long-term pattern is one of growth and that you are enjoying writing your content. Sometimes that can be a reader’s individual feedback, an average increase in session duration or a few more contacts via your website or social media accounts than last month.
Whenever I write for myself or for companies I always stick to a genuine voice and write about what is genuinely interesting to the core audience, and then I back it up with metatags and SEO. Just like in real life, when you are faking it, people can tell, and tend to back away. The need for genuine conversation reaches all corners of our life, including the internet and our websites.
Sara is a freelance writer based in Manchester. She owns the commercial and creative content company Fraiche Ink, focusing on think pieces and marketing content.
Why people want to know the story behind the brand
Humans have always connected through stories.
Even when we didn’t know how to write, we passed on stories through folklore, songs and pictures. Some of our most beloved stories and books are actually just modern versions of the most ancient of tales, which shows how truly enduring a good story can be.
And so it comes as no surprise that we want exactly the same thing from our favourite brands. We want companies to tell us why they are doing something more than what they are doing. We want the back story, the origin of the idea, the raison d’être.
Hole in my soul
I’ve talked a lot in my previous blog posts about brand ethics and how consumers are getting tired of being obviously sold something. In the same vein, nothing sells less than knowing that behind the snazzy product or sleek website is a hollow company that effectively has no soul.
What do I mean by this? Well, people want to humanise brands to emotional engage with them. They want to know that the brand reflects their ideals, projected image and values. The easiest way to humanise a brand is to tell the reader a background story.
That is why so many adverts and promotional material now shy away from obviously promoting the benefits of their products, focussing instead on their core principles and how they reflect society’s values. Think about how adverts have changed from the ‘buy me now’ 1950’s poster to the ethereal embedded videos that now freestream on your Instagram or Facebook.
Paint me a picture
Some companies don’t market their product at all, but gamble on the fact that an abstract and engaging story will translate their brand idea and make it more memorable. For me, the undisputed UK maestros are the producers of John Lewis Christmas adverts. Each video never talks about what John Lewis does or sells, but always goes viral and becomes a staple annual discussion point around the Christmas table.
Getting people to truly engage with your brand without actually selling what you do is a very clever thing to achieve. People will always promote your brand when they want to share a great story, and will accept that part of sharing that story is also talking about your brand.
Like most things in life, branding has come full circle. Forward thinking Marketeers have realised that tapping into ancient traditions that stand the test of time, such as storytelling, is a sure fire way to get their audiences more engaged.
In the end, it’s quite ironic but also comforting to know that in our modern, digital world we engage the most with a brand when it lets us do what our ancestors did – share stories that speak to us and bring us closer.
Sara is a freelance writer based in Manchester. She owns the commercial and creative content company Fraiche Ink, focusing on think pieces and marketing content.
Why ethical marketing is here to stay
Social responsibility, conscious capitalism and ethical marketing are all buzzing around the internet, are being pinged across email servers and are heatedly debated in meeting rooms around the world.
Why? because those who are paid to watch out for changes in market trends have already noticed that responsible business practices are much more than hipster fads or great searchable hashtags, they are part of a real shift in business behaviour that is in direct correlation with how our relationship with the planet is changing.
My fair lady
Ethical Marketing is a business philosophy that focuses on promoting fairness, honesty, and responsibility in an honest and valuable way. The idea is essentially that making a profit and doing something that is responsible for the surrounding environment doesn’t have to be at odds with one another.
In the past, charities, NGOs, and social enterprises would take the mantle and fight for our rights and protect our already damaged planet against the profit obsessed wheel. Now people are asking, how can we slowly change profit based companies to also care about social and environmental values? The answer is combining the two.
The very fact that modern marketing content now always involves showing the consumer that the company has ‘real values’ is a sign that ethical marketing is not just the cherry on the cake but is actually becoming the basic recipe for successful promotion.
If I were a rich man
Some may scoff and say just because companies are starting to promote ‘green’ or ‘corporate responsibility’ values doesn’t mean they have changed, they are still making a profit out of being ethical – but that is exactly the point! It would be well intentional but entirely naïve to expect the majority of companies to significantly reduce profit margins just to do ‘the right thing’.
We are living in pragmatic times, and we understand that you can’t dismantle such an ingrained economic model without getting a bit messy and revolutionary. But what you can do is improve it and make it more in line with human nature and in balance with the planet.
Marketing also has a boundless power to affect consumer choice and so ethical marketing promotes a product or idea as honestly as possible to avoid misleading the audience. Working under the banner of integrity, value and respect also feeds into a growing hunger among consumers and so is actually a smart business decision.
It’s been a long time coming
Marketers by nature always have their ear to the ground, and have heard the pitter patter of changing consumer values for some time. They know that people are saturated by information and are tired of being obviously sold something or taken for a ride. Consumers are also slowly but surely prioritising companies that give back and that affect the environment in a positive way or in the very least limit their negative impact.
Which is why ethical marketing isn’t just something to appease the recycling loving millennials, it is an idea that is practical, pragmatic and slowly transforms a profit margin obsessed company into a company that still hits its targets but is part of the system of change our planet and our societies so desperately need.
Sara is a freelance writer based in Manchester. She owns the commercial and creative content company Fraiche Ink, focusing on think pieces and marketing content.
Following a series of unfortunate events, which I won’t go into here, we have decided to relocate. Bamboo has run from rented office space for over ten years now, and it’s never been as simple as it should be – Landlords take note, your tenants are NOT on-site maintenance staff, estate agents or fire marshals.
We decided to try some kind of co-working space instead. This would allow us to do be based where we wanted and hopefully cut costs and meet more like-minded people. Having viewed a few options, we decided that the Northern Quarter in Manchester was the place for us. It’s where we felt most comfortable, and it’s full of similar, exciting businesses.
We had heard of Ziferblat before, a strange, but simple concept ‘Everything is free inside; Except for the time you spend’, so we gave that a go. The principle is very simple, it looks and feels a bit like a cafe, except you server yourself. There are plenty of drinks – tea, coffee etc, and lots of snacks available – cake, biscuits, cereals, that kind of thing. The big difference is that all the food and drink is free, as well as the superfast WiFi, all you pay is eight pence a minute for the time you spend there.
The first time we tried it we were hooked, it is such a fun, cool place to work that nothing else came close, so after speaking to very friendly people who run it we signed up for a co-worker account which means we get unlimited access and get to use it as our postal address. Now the last bit might sound a bit odd, but in our industry location is everything (Google ‘web design Manchester’ to see what I mean), and this has allowed us to ‘relocate’ Bamboo to the Northern Quarter in Manchester, without moving anything physical and more importantly without signing any kind of lease.
So after ten years of being based in an office in Bury, Bamboo is now based in the Northern Quarter – and we love it!
Breaking Ads – Google Adwords Heisenberg Effect
Setting up a Google Ads campaign is exciting for any business, generally it’s the first time they’ve advertised their website online and the whole prospect seems a little nervy as well as being exciting. Everyone likes to see how the ads are performing and who else they are competing with. But if you do not search and analyse your ads the correct way, you can, and will affect your ads and search results.
Heisenberg’s Uncertainty Principle says:- You cannot measure observe something without changing that which you are measuring/observing.
As an example – If you have an ad campaign setup for ‘Your Search Term’ and you google your search term to see where your adverts are but do not click your advert then you have inadvertently affected your ads relevancy for ‘Your Search Term’ in a negative way.
It doesn’t stop there either. I have heard many times people ask me “will my competition click my ads?” and “If I click my competitions adverts will it raise their bill and waste their budget?” – Both of these approaches will damage your own google ad campaign and improve your competitions ad campaign.
How? If you search Google for ‘Your Search Term’ but click on your competitions adverts and not your own, you are inadvertently telling Google your competitions adverts are more relevant than your own. This will improve their ads relevance compared to yours which will make their adverts appear higher than your own, and also lower their cost per click.
What is Invalid Activity?
Invalid activity refers to clicks and impressions that Google suspect aren’t the result of genuine customer interest. Google don’t charge you for invalid activity on your ads and credit those ad click costs back to your account.
For Example – Invalid activity includes clicks and impressions performed by automated tools, as well as accidental clicks – for instance, if someone double clicks your ad.
If you want to track your ads and search results without receiving skewed results due to cookies and ip data then you need to use the Google tools that available in your ad account. The tools Google supply allow us to monitor and track your ads and Google positions the right way 🙂