Google Ads
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Google Ads Will Ensure Your Business Can Be Found

Google Ads is probably the most important tool at the disposal of marketers.

Google Ads has been through a lot of changes in the last few years.

The concept is still the same but a lot of the details have changed.

And yes it has become more complicated.

Now that Google has embraced AI and machine learning, the potential of Google Ads is greater than ever.

To get the absolute most from Google Ads you probably do need an expert to help you but you can definitely do a decent job by yourself.

However I regularly hear the same objections from people who are obviously scared of the mighty Google:

  1. Google will take all my money

Yes given the chance Google will empty your bank account.

But it’s up to you to make sure you don’t give it the chance.

You set your daily budget and Google won’t spend more than that.

My daily budget is £8 so my maximum monthly exposure in under £250.

The other point to add on this subject is about ROI.

Returns of £4 or £5 for every £1 spent are common.

If you’re getting that return why would you limit your budget.

  1. How can I compete with the big boys?

This is a legitimate concern.

If you’re going head to head with corporates you won’t outbid them so you need to outsmart them.

Use long tail keywords. Not the obvious, high volume keywords but the more esoteric ones that the corporates don’t target.

Also as it’s your money, you will be much closer to the campaign.

You will be able to manage and monitor it much more closely than your larger competitors.

  1. The ads are too small

Google has made the ads much larger recently.

  • You can now have 3 headlines up to 30 characters each
  • Two description lines of up to 90 characters each plus two URLs and a whole range of extensions.

A full Google ad is now well over 300 characters which gives you real presence.

  1. My competitors will waste my budget by clicking on my ad

It is possible but personally I’ve never experienced it.

Do you do it to your competitors’ ads?

No – well there you go.

So my recommendation, if you’ve never tried it, is to give Google ads a go.

If you’re still unsure, there is a website that’ll give you a second opinion.

www.isawforme.com

Fill out the questions and you’ll get a good idea of whether Google Ads is right for you.

Alternatively of course you can always get me to sort it out for you.

Email me on mikejennings@marketingsurrey.co.uk or call me on 01483 200387.

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Is This The Holy Grail?

Getting high visibility on line is often regarded as the holy grail of marketing these days.

That first page of Google is where everybody wants to be and if you can do it through the natural search results even better.

But it’s hard.

Every man and his wife are trying to do the same thing. Google regularly changing their algorithms only makes things more difficult.

The other thing is that SEO is a slow process.

So  if you want high quality traffic online and you want it quickly advertising is the way to go.

So I’m going to have a look at some of the basics so you can get started.

Now before you start driving traffic to your website you need to make sure it’s set up to receive traffic.

What do I mean by that?

The Importance of lead magnets

 You need to have a lead magnet prominently positioned on the page. A lead magnet is something that visitors receive in return for giving you their contact details. Typically this might be a free report, a video or even a podcast.

The way the lead magnet is marketed in vital to getting visitors to subscribe. The title of the piece  and the headline are crucial.

So why is getting the contact details so crucial?

The odds of someone engaging with you immediately, the first time they come to your website, are slim. Thus, the initial objective is to get prospects to engage with you. After that you can send them marketing messages that do all the conversion work for you .

Setting up your advertising

So to get them to your website in the first place, you’ve got to have your online advertising in place.

First, you’ll need to determine which keywords or phrases you want to use.

The temptation is to use the primary keywords, the words that are most obviously related to your business. I can tell you that smart marketers use what’s called the long tail keywords. These are less obvious  phrases but in which the searchers intention is very specific.

For example in my business marketing is the obvious keyword.

The problem is that not only is that very expensive but the intent is very general. People might be looking for any aspect of marketing so when they click on my ad (which obviously costs me money) they may or may not be looking for what I sell. Whereas if I go for a long tail keyword such as “ marketing advice for small business” or even “marketing advice for small businesses in Surrey,”  anyone clicking on that will  have pre-qualified themselves and will very likely be in the market for what I sell.

How to decide on keywords

So how do we determine which keywords or phrases to go after? There are a lot of tools that can help such as Google’s keyword tool. Just google “keyword help” and have a look around.

This is likely to give you lots of options. So how do you decide?  The best advice is to trust your instincts and use common sense. You know your target audience. Put yourself in their shoes and work out what you would put into Google if you were looking for your business.

Don’t worry too much if you don’t select all the best ones initially – you can always add in other keywords later.

Where to advertise

The next step is to determine where you’re going to advertise. Again, this can be a bit daunting, since every search engine and almost every social media platform now offers a paid search option.

Google Adwords is the obvious first choice but it’s no longer the only choice.

Advertising on Bing is very similar to Google except of course there is very much less traffic. However the upside of this is that it is very much cheaper and the rules are much less strict on what you can and can’t do.

One can’t ignore Facebook. Now you may say that your target audience aren’t on Facebook but the fact is that more than 1 billion people are, so it’s definitely not just for teenagers anymore and remember if no one clicks on your ad it doesn’t cost you anything.

What’s particularly great about Facebook is that it allows you to micro-target specific segments of your niche. Say you want to target finance directors of companies in Surrey with a specific turnover, you can.

You can set up a campaign so only that very specific group sees your ad.

If you’re targeting professionals or you’re in the B2B space, LinkedIn may make a lot of sense. Again, you can target your audience very precisely.

The reality is that while Adwords ads are served to people actively looking for what you sell, Facebook and LinkedIn ads are shown to people who are doing other things, This means the click through rate will be very low but the quality of the clicks will be very high.

Finally, you need to create an ad. This is where creativity, coupled with pragmatic business judgement will get you great results. The best ads focus on either a desired outcome, or elimination of pain, coupled with a call-out to a very specific niche audience.

The key to success in this environment is testing. Put up a few ads and see what happens. Always have at least two ads so that you measure response and amend the worse performing ad. By doing this regularly you will be continuously refining your ads.

So what are you waiting for?  Set yourself an initial (small) budget and get going.

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The Key To Adwords Success

I’ve written lots of times about how important it is,  once you’ve built your website, to get it found. It may be the best website in the world but if no one finds it then it’s not going to help your business.  Now to get your website found you can either utilise Search engine optimisation in order to get your site to rank in the organic listing on Google or you can use paid search which means Pay per Click advertising.

Now there are lots of aspects to PPC ( Google Adwords)but the starting point is the selection of your keywords.

But what exactly are keywords?

Put simply they are the words that people put into Google when they’re looking for something. Very similar is Keyphrases which and these are just a string of several words used to search. So for example bike or bicycle might be keywords but Bicycles for young kids is a key phrase.

So why are keywords so important?

Because they represent exactly what’s in the searcher’s mind when he does his Google search and if you can second guess what’s in his mind then you can provide the solution before he’s even started looking.

Keywords are divided into what’s called head and long tail keywords.

Head is the main keyword and is normally one or two words long – marketing or marketing expert are head keywords.

The long tail normally comprises keyphrases at least three words long  such as “marketing expert for small businesses” .

The thing to be aware of is that the money is far more likely to be in the long tail.

Why is this?

Because while the search volumes are very small the intention is vey specific. The searcher has put in exactly what they’re looking for. If you have the solution to their search problem, then you have a great chance of making a sale.

The way to really understand this  is to think if you  send the same letter to 1000 people,  inevitably what you send cannot be directly relevant to everyone so your response levels will be fairly low. While if you had the time of research each one and send a personalised letter to each one, you would get a much higher response rate.

It’s the same with keywords. If you have lots of long tail keywords, each with bespoke Adwords ads and landing pages, your results will be much better. Each ad may get very little traffic but the conversion would be very high.

So understanding keywords is crucial to the success of your pay per click advertising.

So how do you decide what keywords to use?

It’s really a mixture of lots of things:

  • Your experience
  • Knowledge of your market
  • Data from your website
  • Keyword research using one of the keyword tools  such as the free Google service.
  • A bit of educated guess work.

I’m afraid there’s no real short cut. If you’re going to be successful with Google Adwords or any other PPC platform, you will have to get your head around your keywords.

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The World’s Most Powerful Business Generating Tool

So what is the world’s most powerful business generating tool?

The answer is pay per click advertising.

The real beauty of pay per click(PPC) is that it can dramatically improve your business’s performance in a remarkably short period of time.

What Is PPC?

PPC is simply a way to put an advertisement  for your website at, or near the top of the search engine listings.
Whatever your business – whether you’re a landscape gardener or a party caterer you can be at the top of the search engine results for anyone searching for your services within an hour!
But the great thing is you only pay when somebody clicks on your ad. Hence the name ‘pay per click.’
How much you pay for each click depends on how much competition there is for the search terms  that you want to use and how high up on the search engine you want to be. Either way, you choose how much you pay – and you can also specify a maximum daily budget.

The fact is that PPC is the most effective direct marketing tool in the world.

Why?

Because there is simply no easier and faster way to reach qualified potential customers.  They search you out and you only pay when they click on your ad and visit your web site. Can you imagine if you only paid a newspaper when someone actually read your ad?

Google Adwords

Google dominates the world of PPC.
Setting up an account is really simple. There is no minimum spend and best of all, your campaign can be up and running within minutes. In one hour from now, you could be sending a steady stream of qualified visitors to your website.

How Does It Work?

1.    You write your ad. It needs a catchy headline and a few words of compelling copy to get people to click on your ad.

2.    You select the keywords that you are going to bid on. These should be the words people will use to search for your services.

3.    Next, you need to decide how much you are willing to pay for each click. The more you  pay, the higher your ad will be placed.

A word of warning at this stage. You can spend loads of money and get little result. This could be down to selecting the wrong keywords or your web site not persuading visitors to buy. It is very important therefore that you monitor your results very closely and take rapid action if you’re not getting the results you want.

So now you’re up and running, here are a couple of tips to make sure Google works profitably for you.

Your Position On The Page

Adwords ads appear across the top of the page and down the right hand side. The closer you are to the top, the more clicks you will get..

Many people think that the only way to appear high on the page is to pay more per click. But this is only half the story.
The other 50% is determined by the number of people who click on your ad. This is known as your click through rate or CTR. Ads that get clicked on more often get a better position. And of course, that means they get clicked on even more often, and you end up in a virtuous circle.

What Determines The Number Of Clicks Your Ad Receives?

The answer’s simple. Apart from your position on the page, it’s the quality of your ad. In other words, people who write better ads get more people clicking on those ads and end up paying a lot less.

Test Your Ads Against Each Other

Our second tip is that Google lets you run two different ads at the same time for any of your keywords. This lets you test two different ads at the same time. You’ll find that one will almost certainly outperform the other.
Once it becomes clear which of your two ads is performing best, delete the underperforming one. Then write a new ad to try to outperform the better ad. Keep doing this and over time your click through rates will go up and up. You will soar above your competition, safe in the knowledge that not only are you getting more clicks, but you are paying less than them for each click to your website.