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Marketing With NANCY LEVE Cell: 954-562-5951 www.virtualfundamentals.com Nancy@VirtualFundamentals.com
91 % of U.S. consumers use the internet to look for local goods and services Verisign 2015 U.S. online survey
My Space scribd issuo foursquare forums 4 shared Google Local Bing Local Instagram Yahoo Listings Yelp Del.icio.us Online press releases ebooks G+ Guest Blogs Pinterest YouTube Video Reddit Facebook LinkedIn profile & groups Email marketing Quibb Podcasts Twitter Slide Share Your Website Content Webinars Online directory listings Merchant Circle Manta Cornerstone of Internet Marketing VIRTUAL FUNDAMENTALS
Your Website All information in one place Online sales rep Compelling call to action Grow customer base Increase revenue WWW.VIRTUALFUNDAMENTALS.COM
FUTURE NEED TO $$$ TO PLAY
Google Ad Revenue in 2017 $109.6B
Before Spending Money on Digital Advertising WEBSITE MUST HAVES Responsive design Fast load speed Less then 3 secs Call to action that converts visitors to customers On page SEO (keywords, alt text) Google Analytics on site
SEARCH TERMS POTENTIAL CUSTOMERS USE TO FIND YOUR PRODUCT/SERVICE Search query results Paid advertising- PPC : pay per click Google AdWords Campaigns- top 4 Organic ranking- natural results Can be maximized by SEO efforts WWW.VIRTUALFUNDAMENTALS.COM
Why AdWords is Better than SEO The SEO goal: rank high organically (free of charge) Links and Content are 2 important factors Competitors with numerous blog posts necessitates lots of copy 11+ blogs per month (3 really good blogs a week) HubSpot Benchmark Need hundreds of links to your posts from high-quality sites with high domain authority Takes A LOT of time and effort Chasing a pipe dream Neil Patel https://neilpatel.com/blog/seo-roi-tips
Paid Search Ads Increased Dramatically Ad Spend Increasing A Lot Clicks on Ads Increasing A Lot Still Affordable To Get In Source: SearchEngineLand.com
AdWords Express??? Simplicity vs Performance
Associated with gmail account Setting Up Your AdWords Account Verify your website Choose campaign type
What Does It Cost Ask for a $100 credit for new account. Set daily budgets per campaign. Ads stop when budget met Billed to credit card when $500 spent CPC varies: divorce lawyer $6.5-$20 vs. transmission repair $4-$5 Paying an agency to create and manage Setup fee Monthly management fee
Cost Per Click By Industry
Determine Your Budget How many conversions = a sale How much is a sale worth in profit What is your max CPC Daily Budget/Monthly Budget May be exceeded on some days but stays within monthly total spend Directly bills credit card for $500 of clicks Can choose # of days each week Are Weekend Ads For You (phone calls) Can change budget anytime Can pause campaigns at anytime Experiment
Non-Profit AdWords Grant Up to $10,000/monthly Must: Maximize conversions Geo targeting 2 ad groups per campaign and 2 active text ads At least 2 sitelink extensions 5% CTR/monthly not met for 2 consecutive mos= loss of grant $
Shopping Campaign Ads vs Text Ads Both PPC Different placement on search page Shopping Ads: Product photo, price and business name (bidding on product category) Good for ecommerce sites 30 product ads in carousel Text ad (bidding on keywords)
Shopping Campaign Ads Also referred to as Product Listing Ads Find more information on product data specifications here: https://support.google.com /merchants/answer/705211 2?visit_id=1-636306314821168777- 784961415&rd=1 ID: 50 characters Product Data Specifications Title: product name 150 characters Description: 5000 characters (no keywords) Link: Product website landing page url Image Link: Photo link Sizes of images: non-apparel photos at least 100 x 100 pixels, apparel photos at least 250 x 250 pixels Availability (in stock) Price of product
Setting Up Merchant Account (Products) Google.com/Merchants or connect through Woo Commerce Create a data feed list of all the products, prices, photos, etc
Text Ads Search Results for Paul s Transmission WWW.VIRTUALFUNDAMENTALS.COM
How AdWords Works text ads Potential customer enters a search query Google determines if the query contains keywords that advertisers are bidding on Google calculates Ad Rank- where each competing ad should show up Formula is based on bid amount and quality score
Dashboard
Settings
Choose Locations for Ads to Show
Create Ad Groups
How Many Campaigns, Ad Groups and Keywords Campaigns - Only have a few- surrounding broad topics Each campaign has it s own budget Ad groups are more specific within campaigns and contain keywords tied to your text ad that goes to your landing page 2-3 text ads per ad group going to same landing page Keyword phrases: 10-20 per ad group
STRUCTURE FOR SETUP (text) CAMPAIGNS South Florida Pinellas County Tampa AD GROUPS Divorce Alimony Child Support Paternity Domestic Violence ADS Ad 1 Ad 2 Ad 3
Writing Your Ad (text) COMPELLING High CTR improves AdWords Quality Score 4 components: Headline, Description line 1,Description line 2,Display URL Headline: Include a keyword phrase. 25 characters max Description lines: 35 characters each Use Landing Page per ad offer Capitalize Each Word Add a period at the end of description line 1
Landing Pages Loads quickly (test: https://gtmetrix.com) Reduces bounce rate Not your home page Attention grabbing headline Simple benefit-focused copy Strong CTA Great offer Credibility / Social proof Testimonials Endorsements Media mentions
Reach Your Best Audience Settings Time of Day: when Geographic: where Device Targeting: cell phones
Use Extensions Types of Extensions Sitelinks Call Callout Location Structured snippet Review WWW.VIRTUALFUNDAMENTALS.COM
Choosing Keyword Phrases keyword research: choosing keywords that aren t too competitive or that have low search volume. Long tail keywords (3+ word phrases)- cost less (less competitive) and possibly drive more conversions (more specific to target end of the purchase cycle.) https://adwords.google.com/home/tools/keyword-planner Where to begin www.keywordspy.com Identify competitors keywords
CTR Benchmark GOAL: 4-5% Source: WordStream
Keyword Phrases Choose Keyword Match Type Narrow Targeting = Increased Control but Decreased Visits To Site
Negative Keywords avoid spending money on irrelevant searches E.g. pro bono
Quality Score Scores: 1 to 10 Higher scores decreases the cost of your clicks and improves your ad rankings. Benchmark score is 5. Set a goal of 7 Factors Your click-through rate (CTR): % of searchers who see your ad and then click through to your website The relevance of each keyword to its ad group. Landing page quality and relevance. The relevance of your ad text. Your historical AdWords account performance.
Numbers to Monitor (Modify Columns) Impressions: # of times ad was displayed Clicks: # of clicks on ads CTR: Impressions divided by clicks High CTR indicates ads are persuading people to learn more Conversions: people who took desired action ROI: cost per click (website visitor) and cost per conversions Quality Score per keyword
Tools
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The Future Voice Search 50% of Google searches are mobile 20% of mobile searches are voice driven By 2020, 50% of mobile searches will be voice People speak 3x faster than they type
Google Answers SERP = Search Engine Results Page 34% of searches don t result in a click Google wants to answer w/in search engine results itself
Smart Display Ads
TAKE AWAYS DO NOT AdWords Express Google Display Network Broad Keyword Phrases DO Set Up Settings to Target Your Audience Use Extensions Write Compelling Ads Separate Ad Groups per Campaign 3 Ads per Ad Group Negative Keyword Phrases
Converting Visitors to Customers- PopUps???
What is Remarketing? Continue to show after initial search Strategic decision based on product/service
Questions
https://www.youtube.com/watch?v=zhsnj3jr_6c&t=1270s