Digital Marketing Tool #1
There are a number of on-line options to drive traffic to your website. The most relevant right now are Google Search Advertising, Google Display Advertising, Facebook Advertising, Twitter Advertising and YouTube Advertising. Linked In advertising may also be relevant for your business.
All of these are good and have their place in the marketing mix.
Where Should I Start Advertising?
For ease and because when you are starting with a digital campaign, we want to target active buyers, I usually suggest my clients start with Google Search Advertising (the ads on the top and right hand side of a search page). The main advantage of starting with Google Search is that Google is where people go when they are actively looking for something they want to buy now. That is, they have ‘buying intent’.
In my view, it’s often best to master Google Adwords and get good at it, rather than trying to conquer the whole digital space at once. Once you’ve cracked Google, (and by that I mean you’re making much more money than you’re spending on Adwords), I wholeheartedly recommend investing some of the revenue into other channels.
As with all new channels, when you’re starting with Google Adwords, there are some important points to be aware of:
Keep Costs Down With Good Keyword Research
Google does not treat all pay per click (PPC) ads as equal. The ads they consider to be the best and most relevant are rewarded with lower costs per click.
To get the best from your ad, you must do your keyword research. The best keywords are those which indicate your prospect intends to buy – those with ‘buying intent’. Using those in your ads means more leads and a better return on investment. Very specific phrases (long tailed keywords) targeted at niches within your product areas, will usually result in better quality leads and a lower cost per click.
If you’re not sure what keywords are used to search for your product, you can use the Google Keyword Planner. Its purpose is to help find the right keywords for your business. (See the Google Keyword Planner page for more information.)
If your customers tend to use the phone, consider finding the keywords they actually used to find you online by asking – ‘how did you find us?’ and if they used a search engine: ‘can you remember what you typed in?’
Free Google Advertising
If you haven’t used Google Paid Advertising before and don’t already have an Adwords account, at the time of writing, Google is offering £75 free advertising when you spend £25, so it’s well worth getting started now, while it’s still on offer! (Set up your adwords account only when you’re ready to use it; there is a 21 day expiry on this offer.)
Test, Test, Test
What often causes beginners to think that pay per click doesn’t work for them is the need to test. As with any great tool, it can take a bit of time to make it work well for you. You can and should run a test for £20 – £50, so it needn’t break the bank!
The way all really successful adword marketers use to improve ROI is to test two ads against each other, known as A/B split testing. As one ad proves itself to be better, scrap the other, create a new ‘B’ ad and start another test. Once your tests are showing an acceptable profit, then you can start to increase your spend.
Small changes can make surprisingly big differences in results. If, a change to one small element of your ad increases conversion from 1% to 2%, that’s a 100% increase in visitors to your site – an outcome which is perfectly possible.
This is the way professional marketers constantly increase the number of people who click on their ads.
Be Audience Specific
Unlike conventional advertising, you don’t get charged until someone clicks on your ad. So you only pay for people who are actually interested in what you have to offer.
The aim therefore, is to only attract those people who are most likely to buy. The key point here is to segment your market and target different users with different ads.
It’s well worth making the time to craft an ad that is absolutely and very clearly targeted at your specific audience. One that also tells your audience exactly what they’ll get once they’ve clicked.
Which brings us onto where to take your lead once you’ve found it. Many PPC ads take you straight to the business home page where your visitor then has to search for the information they were looking for. Generally, your home page is NOT best place to take your leads.
What you want to do is to take them to a special ’landing page’ where you can elaborate on the ad which enticed them in the first place.
- Concentrate first on getting profitable results with Google Paid Search Advertising
- Once you’re making money on Google, look at Facebook, Linked In etc. (Be aware that there are some businesses where Facebook is a better starting point)
- Google PPC can, when done well, dramatically increase your sales
- Establish which keywords indicate ‘buying intent’ in your market
- Use the Keyword Planner to research how people search for your product or service
- Split test your ads – continually
- Get your £75 of free advertising with Google (terms and conditions apply)
- Before you start, work out what you want your visitor to see and and then do once they’ve clicked
- Remember to set your budget when you’re working within Adwords
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