Sometimes you just don't have time to wait for search engines to list your business in the appropriate organic free search results. A seasonal promotion, a new store opening or new product release is upcoming and you need to tell people about it now. Maybe you are in a very competitive industry and finding it difficult to get top placement for search terms related to your product or service. We have all been there.
If you want more control over when and where your business appears on search engines like Google, you can do search advertising, also referred to as SEM (search engine marketing). With search engine advertising, like Google Adwords, you can place ads for your business next to and above the organic search results. Unlike with organic search, you have control over selecting which words and phrases you want your ad to appear for. Search advertising can give you more control over when, where and how often your business shows up when someone searches for something related to your business on search engines.
A Google Adwords pay-per-click campaign allows you complete control over how much you want to spend, transparent monitoring and reporting, complete control over your ROI and no matter how many times you ad is shown you only pay when your ad is clicked.
We understand that setting up and managing a pay-per-click campaign correctly may not be in everyone's wheelhouse but the rewards are many and your return on investment can be greater than you can imagine.
If you want to learn more about pay-per-click advertising for your business, our Google certified Adwords specialists are trained to answer all of your questions. Call us today at 320-252-6202.
Landing Page Optimization
Does Your Landing Page Seal The Deal?
Someone has clicked on your ad and you have caught their attention but now how do you ensure they turn into a customer?
The landing page may be the key. The landing page is what people see right after they click on your ad. This may be your homepage, a signup form, a product detail page or whatever was defined as your landing page when you created your business goals and objectives in your digital marketing strategy. In Google speak this is called the destination URL.
When you create your landing pages keep in mind: When people, just like you, search the web and visit websites it takes only seconds for them to decide if your content is relavent to what they searched for. If it is they will stay otherwise quickly move on.
In order to seal the deal with your landing page ask yourself the following questions:
- Is the page featuring what you promised in the ad? If you offer free shipping in your ad is that information conveyed on your landing page, If your ad mentions a valuable promotion is your promotion properly placed on your landing page? To keep your customers engaged, your page should be properly structured and designed to showcase what you have promoted in your ad.
- Can people easily find what they're looking for on your site? Once a potential customer is on your landing page, can they easily navigate the rest of your website. If your website's navigation is strategically designed to act as a sales funnel and to assist a potential customer with the dsecision making process, people can easily find what they are looking. Otherhwise, they will quickly leave your site and look for it elsewhere.
- What do you want them to do on your site? We all understand that most people don't want to be told what to do. But in this case they really want to know what to do next. Include a call to action on your landing page! When creating our online marketing strategy, we developed the goals for our website. Whether our goal was to have the visitor learn more, buy now, contact us or signup for a subscription now is not the time to be shy. Encourage them to take an action and let potential customers know what to do next.
Need help? Our creative and marketing teams are at your disposal to assist you in creating professional landing pages that can help you seal the deal and turn interested website visitors into customers. Call us today at 320-252-6202.
Location Location Location! Target Your Ads to the Locations Where Your Customers Are
AdWords Location Targeting lets you target your ads to specific geographic areas like countries, regions, metros, cities, postal codes (currently U.S. only), or by targeting a radius around a location.
By using geographic targeting, you can expand the reach or your ads or narrow it down to reach an audience in a specific place. This will give you a greater chance of reaching the right audience and saves you money by avoiding ad clicks from people in areas you do not serve.
Location Targeting Examples
A supplier of boat and marine hardware has an eCommerce store online. Through diligent market research during his digital strategy preparation, we discovered the prime markets for his products were California, Florida, Texas and Minnesota. By designing his ad campaign specifically to show ads to these locations, we reached the precise audience that was interested in his products, maximized click-through-rates and increased his ROI.
A firewood delivery company delivers firewood to a large metropolitan area in Minnesota. By determining their delivery area, we configured a radius around his exact delivery area where his ads would show to his potential customers. This strategy allowed him to reach his precise audience, avoided wasted clicks, showing ads to customers they could not serve and increased their ROI.
Need help with geographic targeting? Our Google certified Adwords specialists are trained to answer all of your questions. Call us today at 320-252-6202.
I Wanted to Buy Your Product or Service But I Didn't See Your Ad
With so many ads trying to attract the attention of your potential customer, how do you stand out above the crowd?
Ads on the Google Display Network are rich and varied in terms of their shape, content, and format. From text ads to animated banners, there are options to suit every campaign, no matter what the advertising strategy and goals.
Text Ads are made up of a headline, description, display URL and a destination URL. To stand out above your competition, you need to tell people what makes you unique. Free shipping, a dazzling variety of products or offers that make you competitive. Including prices, promotions and exclusives and then empowering your customer with calls to action like purchase, call today, sign up or get a quote will make it clear what your intent is and what the next steps are. Also keep in mind that your ad text must match the page you are linking to from your ad (the landing page) making sure that products or promotions are included there.
With the limited amount of characters that Google allows in your text ad for the headline and description, it may seem daunting to write a text ad that is effective but it can be done and is the difference between someone clicking your ad or your competitor's ad.
- Display Ads showcase your product, service or build brand awareness in a visual way and reach customers on websites that partner with Google. Display ads are available in many sizes. By creating and utilizing banner ads, image ads, rich media ads, interactive ads, video ads and sponsorship ads you will attract a user's attention, increase your engagement, and reach a targeted audience that is looking for your product or service.
Need help creating display advertising? Our creative team and Google certified consultants have years of experience in display ad creation and can assist you in making sure your ads are seen by targeted potential customers. Call us today at 320-252-6202.