Posts Tagged ‘Google Adwords’

Getting your business found with Google Adwords

August 26, 2012
Website Marketing

Looking for traffic?

I heard a really funny story from a client of ours who was dealing with an elderly couple.

The gentleman asked one of his salesman a question about one of their products. His wife told him not to be bothering the salesman as he was too busy – “When we go home we can Doogle it” she said.

The salesman bit his lip as he tried not to burst out laughing but it does show you how we all use Doogle.. sorry Google to find what we are looking for these days.

We use Google Adwords campaigns for many of our clients and I even lecture for the Digital Marketing Institute on the topic of Pay Per Click advertising, of which Google is the main player.

I call Google Adwords “Sniper Marketing” – when executed properly you are able to target anyone online who is looking for exactly the products and services that you are offering.

If your website is not being found online when one of your possible prospects does a search then you are simply “not in the game”.

With a combination of a well optimised website, supported by a Google Adwords campaign you can ensure that you don’t miss any of that important online traffic.

Easy?

The big problem as I see it, is that a Google Adwords campaign is too easy to set up yourself!

With a few clicks you can run adverts on keywords you start bidding on, and before you know it your credit bill is creaking.. often without a lot of success.

I was that soldier until I found a guide to Google Adwords many years ago written by a guy called Perry Marshall. After downloading this guide I quickly realised what I needed to do in order to create value for money campaigns. With Perry’s advice I learned how to create effective campaigns at the lowest possible cost.

Operating successful Google Adwords campaigns requires skill, knowledge, hard work and practice and Perry’s guide set me on the right road.

Ultimate Guide to Google Adwords

Ask Perry Marshall

Recently I came across an updated version (3rd Edition) of “The Ultimate Guide to Google Adwords” and this time Perry Marshall has enlisted the help of Byran Todd, another experienced marketing consultant and adwords specialist.

Google and the online world in general has moved on and this guide brought me nicely up to date with some of Google’s new features and opportunities. The basics are explained in a really practical and interesting manner – study these and put them into practice on your campaigns as you work through the guide. The guide also offers other resources for deeper analysis and insights.

The guide touches on other areas such as web optimisation, social media and a benefit I did not expect was a lesson in marketing! Follow the advice and you will learn even more about your customers and the magic words that will have them making enquiries and placing orders.

I’ve already applied the learnings to both our own and client campaigns and I can see the improvements.

If you are are contemplating a Google Adwords campaign or you are already running one I can guarantee you that this guide will save you money and help you achieve better traffic and results.

Thanks Perry and Bryan for the refresher course – you have made me a better “G” man!

Greg Canty is a partner of Fuzion

Fuzion offer Web Marketing Services for clients including the management of Google Adwords campaigns.

Google Adwords and when you should try other forms of “Sniper” Advertising

July 18, 2011
Fishing for customers!

Fishing for customers!

I am a big fan of Google Advertising  used as part of marketing campaigns for our clients fishing for new customers – the Google Adwords platform is really valuable and I often refer to it as “Sniper” advertising.

Instead of your traditional “blanket” type advertising on newspapers or other media with your Google Adwords campaign you can target anyone that is searching for your products or services – effectively you can target the “low lying fruit” – those people who have already decided that they want what you have to offer.

If you are not found you are not in the game.

Google Adwords operates on a bidding basis whereby you “bid” on particular keywords or phrases – when someone searches for these your advert will display (if you are bidding competitively enough) and if the user clicks on your advert they will be directed to whatever page of your website you have specified. That’s powerful stuff – bringing them right to what they were looking for.

The great thing is that these campaigns operate on a Pay-per-click basis, which means you only pay when your advert is clicked on.

This sounds like an automatic recipe for success but there is no guarantee that the customer will order or enquire – once they arrive at your website you need to ensure that the content excites them sufficiently so that jump into some form of action.

Google Advertising

To Google or not to Google?

Google Adwords Tips

There are many tips for making the most of your Google campaigns:

  1. Avoid broad match – make your bids either “phrase match” or [exact match] (Google either of these phrases and you will find explanations)
  2. Build up Bidding gradually – start low and nudge your campaigns up slowly, keyword by keyword
  3. Quality Bidding – be careful with your adverts – split your campaigns into different groups, write separate adverts for each set of keywords and specify an appropriate landing page for each. Optimise your website ensuring that important keywords are catered for.
  4. Variations – work on your keywords – spend some time working on all the different variations and add geographic variants of these (PR in Dublin etc)
  5. Google Suggestions  – the Adwords software will help you with word variations (make sure you add these in “phrase” and [exact] match formats)
  6. Know your Margins – don’t go beyond what is sensible for keyword bids (pause keywords that are too expensive)
  7. Measure SEO – make sure that you are not bidding on keywords where you are performing well organically
  8. Position First is not necessary – sometimes Position First can be a lot more expensive than 2nd or 3rd, which may make a lot more sense
  9. Reporting – set up your reports and keep an eye on the keywords that are using up most of your budget – make sure it makes sense to spend money on these keywords
  10. Be Patient – people might come to your website a few times before they purchase – would you buy 1st time you visit a website
  11. Awareness – while orders and enquiries might be the ultimate goal other benefits could include awareness in the sector
  12. Compare Value against Traditional Advertising – Google Adwords is another form of advertising – compare the effectiveness of your budget against what you are getting in other forms
  13. Database – Once you get people to your website try to get them to sign up for any form of database (newsletter, Facebook or Twitter)
  14. Content Placement – Avoid content placement adverts in most cases (where Google places your adverts on various websites on the net)
  15. Professional – Get help from a professional when you are setting up your campaign but ask for training on how to use it (if you do not know what you are doing Google can be a hungry beast!)

(I’m sure you can add many more tips – I will gladly include other suggestions!)

Facebook advertising
Facebook Advertising a serious player?

While Google is a great form of online advertising it doesn’t always work and there are times when you should consider switching budget to either Facebook or LinkedIn advertising.

With both of these platforms you target a “fixed” advert(s) and pitch it to a certain demographic of people – these adverts operate on a pay per click basis in the same way as Google. (LinkedIn is the more expensive of these platforms).

The demographic options with both are quite different and as you would imagine LinkedIn is much more suitable for Business to Business advertising.

When advertising here it must be remembered that the person using the platform has not executed a “keyword search” – they are merely using the platform – this probably means that the “click” onto your website is probably less valuable or less immediate than with Google.

I would consider these platforms as an option when:

  • Your keywords are just too competitive, and as a result too expensive on Google
  • Your product or service is quite new and people do not yet know how or what to search for
  • Your objective is more about awareness and branding and building a following (Facebook)
  • You want to advertise to your prospects in a more social or specifically business environment (Facebook/LinkedIn)
  • You want to target people with declared special interests (Facebook)
  • You want to target people who work in particular industries and who hold particular job types (LinkedIn)
  • Demographics are more important that search keywords

A superb feature of Facebook advertising (this is why Google are starting to target the social media space with Google +1 as it is a real threat to their revenue) is that you have the option of bringing users to your facebook business page – here you hope they will “like” the page when they get there and then you will enjoy a cumulative effect with all your advertising efforts.

Once you have an interested person on your page you can then excite them with your content, which should lead to plenty of business over time.

Summary – Pay Per Click

Pay per Click advertising is still growing and should be seriously considered as part of your marketing mix. Now there are even more options online and it is important that you understand each of these and explore how these could work for you.

Each of the platforms present unique opportunities, which if executed properly should bring extra business to you.

Pay per click? – It’s just a click away, what are you waiting for?

Google, Facebook or LinkedIn

Greg Canty is a partner of Fuzion and runs Pay Per Click campaigns for a wide range of clients

Sniper Marketing

February 21, 2011

Pay per click advertising

Should your targeting be more specific?

If you throw enough mud at a wall then eventually some will stick! – you have often heard that expression and when it comes to advertising and in particular at a time when most people are carefully watching their budgets. It can cause problems when it comes to justifying spend in this area.

Influenced by this very argument and also because it often makes total sense, where appropriate we encourage most of our clients to allocate some of their advertising budgets to on-line Pay Per Click advertising, or sniper marketing as we like to call it.

With some of the recent and new on-line tools it is now much easier to target your exact target audience for your product or service, just like a “sniper” would. Why advertise to everyone just to get the attention of a narrow more exact target audience?

With a combination of Google Advertising, Facebook Advertising, and even LinkedIn advertising it is possible to target your customers very specifically.

Most of these initiatives operate on a pay-per-click basis so you only pay for results, even though you can also achieve some visibility for free with those who do not click on your adverts. Just to replay that in simple terms – You only pay when someone has clicked on your advert and come to your website or facebook page. You do not pay every time your advert is shown.

To briefly explain how each of the platforms work:

Google Adwords – here you select (or bid on) keywords that when searched by a user will activate your advert. You can limit your adverts to a specific area or location. You can actually go further and specify which page on your website the user will land on when they click on your advert. Let them find exactly what they want as quickly as possible.

Facebook Advertising – This is quite different to how Google works. Here you target demographics – you can specify types of people in different areas and even with declared special interests. With adverts here you have a choice of bringing bring them to your website or your Facebook business page (this can be very effective in building followers on your page).

LinkedIn Advertising – Advertising here operates more like Facebook with the exception that the environment is much more corporate. You can target types of people, making choices about location, company size and even levels of seniority.

With all of the above options you can control your campaigns by setting daily budgets and also by limiting how much each click will cost. Google reporting in particular can provide you with very valuable information about your customers. (they are all relatively easy to set up but I would strongly advise seeking professional help setting up these campaigns as you can easily make expensive mistakes – they never refuse your money!)

To support this activity you might also consider email marketing – use an on-line email newsletter service (there are many good value options such as MailChimp and Constant Contact and for more sophisticated requirements you could try Newsweaver) to your database of contacts, reminding those who you have already developed a connection with of you and your services.

This sniper approach to marketing can work for all types of businesses as diverse as:

The Ballroom Dance teacher who can target engaged women in Cork with his adverts for dance lessons to get them ready for their first dance at their wedding (there are 1,210 of within a 20 km radius of Cork City!) – Facebook is perfect for this.

The Tax Consultant who wants to target senior executives in Ireland for specialist tax advice – this can be done by advertising on LinkedIn.

We find that on-line campaigns can work very effectively as part of an overall campaign for clients to achieve their objectives.

Could this be something that would form part of your Marketing Plan in 2011?

Greg Canty is a partner of Fuzion Communications

What do you think of me?

October 28, 2010

Greg Canty - Fuzion Communications

Greg Canty - Fuzion Communications

“What do you think of me?” is a strange question to ask anyone but every day we are putting ourselves out there in the firing line and whether you like it or not, people will judge you and are thinking of you either negatively, positively or neither.

My son recently told me it annoyed him how I use Foursquare as he ends up seeing updates from me constantly on Facebook about where I am and what I am saying about these places.

It got me thinking…

If that is annoying him then what does everyone else think of me, what do you think of me?

In the new world of communication with the different Social Media platforms making it much easier to spread your message quickly to a wide audience, those of you who embrace the available tools are asking that question on a regular basis.

Every time you publish a blog, upload a photo, upload a link, give an opinion, join a conversation, pass on interesting information, make a video or simply make a status update you are putting yourself on the line with friends, clients, very lose acquaintances and possible new clients.

Social Media without a doubt is a terrific way to convey information about you and your business, spreading valuable messages but if you get it wrong you can just as easily turn people off as you can turn people on!

While social media is very much in the fast lane we are still at the very beginning, with the functionality and features evolving on a constant basis and the rules and etiquette still forming.

Chris Brogan a very popular writer and total expert in this area published a book called “Trust Agents” where he acknowledges the power of the web to build your reputation but acknowledges that the most important stepping stone is behaving in a manner that first builds trust online. With trust you can spread your message, without it you can waste a lot of time and run the danger of turning people off you.

If you are going to dedicate time and resources on social media both building a following and spreading your message it’s vital that you get it right.

There are no right or wrong answers here but how and what you post and how you conduct yourself generally online will determine how people will think of you. Even how you set up your social media tools, the pictures you use of yourself and your even choice of features such as LinkedIn automatically updating from Twitter, which updates automatically from Four Square can also affect how messages are delivered and interpreted.

When I start analysing how I behave online there are so many unanswered questions:

I try to use a particular style of title that grabs attention for my blogs – does that annoy the reader?

I try to be a little informal and “unstuffy” with my posts – does that suit the clients I am trying to attract?

I talk about everyday things as well as topics relevant to our business – does that make me look foolish and should I just stick with industry specific items?

I like to use a positive approach as much as possible – in the current environment, does that annoy people?

I post discussion items on various LinkedIn groups about once a week – do people get fed up of seeing these so often?

I follow some incredible marketers and I have a link from their blogs, which populates the Fuzion Facebook page – does this annoy people?

If I see something funny or unusual I will photograph it and upload it on Facebook – maybe my friends or acquaintances think these are silly?

On Twitter I use a mix of my name and the business name “GregCantyFuzion” as my identity – what do people think of this compared to funnier, customised or descriptive names?

Right or wrong all you can do really is measure your effectiveness as best as possible – watch traffic to your blog, see if your LinkedIn and Facebook posts get a reaction, watch if people engage with your discussion topics, see if your posts are retweeted. Also you can observe other people’s behaviour online and take on board the style of activity you like and more importantly the style of posting that you don’t like.

Better to burn than to fade away, better to put yourself and your business out there, drawing attention to your message and trying to make sure you maintain your online visibility. That’s a decision I made and I invest time in it. My one piece of definite advice is to be true to yourself or else you will not come across as being genuine.

So, back to my question.. What you think of me?

Greg Canty is a partner of Fuzion Communications

Click Your Way to Success

July 28, 2009

Do terms such as Search Engine Optimisation (SEO) and Web Marketing make your eyes gloss over and bring on a wave of sudden tiredness?I totally understand how you feel but I can promise you that getting this area right will definitely lead to more business for you. In a tough economic climate this is one of those areas that you can improve easily and it won’t break the bank.

The good news is that it is not that complicated!

Just think of SEO or Web Marketing as “making it easier for potential customers to find your business online”

The Importance of Web Marketing
It goes without saying that being found on the net easily could be the difference between doing business and not doing business.Your website is in effect your ‘on-line brochure’ and it is vital that it is easily found by potential clients who may be looking for your services or products. Over 50% of all product and service searches are instigated by searches on the web. While this figure may vary from industry to industry it is constantly increasing.

Whether someone is searching for a Tax Consultant in Dublin, a Maternity Clothing Store in Limerick or even a PR Company that provides web optimisation services!, it is vital that you are found online if you provide any of these services. Can you afford not to be visible?

For the sake of argument, quickly do a Google search on one of your key services and see how your website performs – if I do a search for ‘PR in Cork’ it is important for my business that Fuzion appear in a prominent position. There are a number of areas to consider as part of your ‘being found easier on the web’ campaign:

Your Website = Your “On-Line Brochure”

It goes without saying that your website should present your business properly and much of this will be down to the ‘look and feel’ of the website in exactly the same way as a professionally designed brochure would create a good impression.
Just like the old saying ‘paper doesn’t refuse ink’, exactly the same applies for websites.

Google and other search engines, while very sophisticated in many ways are actually quite simple. If they are returning the results of a search query they are attempting to match the words that you have searched on with the index or catalogue of words and websites that they have on their giant database.

In doing this the search engines follow certain criteria but the bottom line is that they are trying to find the best match for the query. Words are the key to every search – it makes sense that if I search for ‘Tax Consultant in Dublin’ the search engine will return a website that has these words featured prominently on the site but critically used correctly. They are clever enough to know that a website with Tax Consultant in Dublin written 100 times is trying to cheat the system!

So, words are important but they must be used in the right way.

When planning your website decide on your key services & products and then make sure that the site is optimised specifically for each of these. I would advise a separate page for each key service, which should then in turn be optimised properly. Yawn, I can feel it coming on..

Optimise – this means ensuring that the content includes the important keywords, that the headings on each paragraph carry the keywords and the first introductory paragraph carries the keywords. Search engines can’t read pictures, except for the labels embedded on them – be careful with too many pictures.

If my company specialises in PR then Google expects to find the words ‘PR’ in prominent places on some pages of my website. Besides the content you see on each page there are a few things in the background that the search engines place huge importance on.

The title of each web page, the description for each page and the keywords for each page are really important. These are programmed into the background but it is important that they include the words that are important to you: ‘PR in Cork and Dublin’ should feature on my PR Services page.

How do you know if this is being done for your website?

The title of each web page appears in the line at the very top of the web browser. When you look at any page of your website click a button on the browser called ‘View’ and then ‘Page Source’ which shows you the code that runs behind the scenes. Check to see the content that appears after meta “description” and meta “keywords” and ensure that these include the keywords that are important for this page.

Outside of this your website should be easy to navigate, should be updated regularly (a Content Management System will enable you do this easily yourself), should carry links to relevant sites and make sure it is easy for someone to make contact with you.

Off-line activities

Another good and quite obvious tip to encourage awareness for your website is to use your web address prominently on all advertising, uniforms, packaging and on company vehicles.

This is an area that’s very basic but is often overlooked.

Paid Search (Pay per Click)

If you have done all you can in terms of optimising your website naturally and you are still not achieving a position on web searches then I would suggest trying Google Adwords.

This is very effective in drawing very specific traffic to your website. Google will display ‘paid results’ alongside organic\normal results. These are the websites that appear at the very top of the page and on the right of the page.

In simple terms if you want your website to be displayed when someone searches on a particular keyword, you can ‘bid’ on that keyword. This is often referred to as ‘pay per click’ as you are only charged when someone clicks through to your website from your advert.

Until your organic or natural position improves, it is a great way of achieving a good position with relevant search queries and if your advertisement delivers exactly what a user is looking for then they will be inclined to click onto your site. It is advised that these campaigns are set up very carefully to ensure your budget is not wasted.

Summary
Being found on line is critical for every business. If your website cannot be found easily than this is great news! This can only mean more business when you sort it out, which is hopefully now easier than you originally thought.

After all that a strong coffee is required!


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