11 Dec 2018
by bescoto@aol.com
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Options to Appear on Google Search

There are 3 ways to appear on Google’s front page search results. These are as follows:

  1. Google Ads, typically the first 4 and last 4 entries on a Google Search page.
  2. Google my business listings, shows the top 3 business listings in a maps section in the geographic area being searched or where you are searching from.
  3. Google natural or organic search results

Please see the image below for the different sections on a typical Google search:

In the above image we searched for solar solutions Midrand. (Midrand is a suburb/town). First to appear is the Google Ads section. We covered Google Ads in the previous article.

Above is the Google maps section – or Google My Business Listings. Please note it is essential to be the first 3 that appears here – very few people click on “More places” to see more of these listings!

The process to appear here is called local search engine optimization, and takes some months to appear as one of the top 3 listings.

The last section to appear, are the Google “organic” listings. To appear here involves a process called search engine optimization. This can take months, or even more than a year, depending on the competitiveness of keywords.

For this search, JM & Sons Solar appears in each of these sections.

A great strategy is to run Google Ads in order to immediately generate leads, while search engine optimization is done for the Google My Business section and organic listings.

To find out what would work well for your business, contact us by filling in the form.

Online Marketing Google Ads

Making Sense of Online Marketing Options – Google Ads

This week in our series Making Sense of Online Marketing Options, let’s discuss Google Ads.

More specifically I would like to cover paid search ads in general. This would include Google Ads and Bing Ads.

Google Ads are really great! It is the quickest way to be found when people search for something specific.

However paid search or PPC only really work well for certain types of products or services. So before you dive in setting up campaigns or pay a service provider to do it for you, let’s check what ideally works on PPC.

Ideal products or services:

  • People are searching for them
  • The right people are searching for them, with an intent to purchase

Are the people typically searching for a free solution or just for information?

IF they are just searching for free information you are going to get low quality leads and unlikely to get a return on your ad-spend.

Online Marketing Google Ads

Will your target audience search or are typically more low value customers searching?

For example I spoke recently to an international patent attorney in the USA, who specifically said he is looking for high tech companies with revenue of $100m plus. Doing a Google Ads campaign would bring many leads – but typically the wrong ones – he would be better off doing a laser targeted LinkedIn strategy.

Will your product/service pricing, margin or business model enable a good return on investment?

Google Ads is not cheap – you have to pay for every click to your website page, as well as for a service provider to continually optimize your campaign. Before you even start, work out how much you can afford to pay for a new customer, and critically question the service provider of that is a realistic expectation. You need to calculate how many leads it will take to turn into a customer, and how many clicks will turn into a lead. Then going forward, these numbers are critical to the success of a campaign. If your margins and transaction values are low, it is unlikely Google Ads or PPC will work for you.

You can also check if your successful competitors use PPC. This will give you some idea if a PPC campaign will work for you as well.

We have found Google Ads work very well for:

  • Certain types of law services, such as Family Law, Divorce, Personal Injury and others
  • Home services, such as plumbing, electrical, home renovations
  • Some financial services
  • Insurance, although click costs tend to be very high
  • e-Commerce products that are likely searched for

Please note the above list covers some examples and is by NO means exhaustive!

If PPC is integrated with a content marketing strategy (we will cover this in detail later in the series) return on investment will drastically increase. This is especially true for high value purchases, where potential customers go through a research period. By retargeting these prospects not with more annoying ads but rather with valuable content, you not only stay top of mind, but also build trust. When they are then ready to make a decision they are more likely to contact you!

If you would like to find out more about Google Ads & PPC and whether it will work for your business or professional practice, please feel free to contact us!

Please let me know if there is anything specific you would like us to cover in this series.

Online Marketing LinkedIn

Making Sense of Online Marketing Options – LinkedIn

In this article in my series of “Making Sense of Online Marketing Options”, I would like to discuss LinkedIn as a marketing tool.

LinkedIn is a powerful business to business platform and it can be used as a very effective way of reaching almost anyone in the world!

There is no other platform where you could actually try and connect with and even send a message to people to top people in your industry.

Having said that, it is also hugely important not to be invasive and spammy when reaching out to people.

To show the enormous power of LinkedIn, I would like to mention as an example a client that develops custom software solutions.

Online Marketing LinkedIn

 

We decided early on that the only viable option due to budget restraints was a focused LinkedIn outreach and content strategy.
They were looking for c level executives in large medium sized and corporate companies.
The ideal project size ranged from $200,000 up to about $2m that they were looking to engage clients on.

At the time they had only one prospect they were working on

Within 2 months they had 5 hot prospects (not leads) and a total of 15 high quality leads to work on.

LinkedIn, if used strategically can be extremely effective to reach out to and introduce your business to the right decision makers in the right positions in the type o organisations your target market is in.

It is very effective if:
  • You sell to other businesses
  • You can identify the industries you are targeting
  • You can identify the position within a company as the right decision maker or likely “champion” to engage
  • You have a large enough transaction size service or product, or high customer life time value

Although it is possible to succeed on LinkedIn without a premium subscription, the Sales Navigator premium subscription is great, as it enables to target companies by employee size as well as a number of other options.

To use LinkedIn successfully as an outreach prospecting tool does require some time and effort, even if some automation tools are used. You need to be consistent and also consistently post valuable content so that your connected audience are constantly reminded that you exist, and you build trust through this process.

There are services such as ours that offer a “done for you” service that effectively automates all this work on the client’s behalf, and the client simply follows up with people that are interested in their service or want to engage further.

If you have a strong compelling message or offer, you could also use LinkedIn’s advertising tool, by placing sponsored posts and adverts in front of your specified target audience.

If you would like to find out more about LinkedIn as an effective business to business marketing tool, please feel free to contact us by filling in the form.

online marketing

Making Sense of Online Marketing Options

Do you often get confused between the myriad of different digital marketing options? How do you figure out what will work best for your business or practice? How do you navigate between the advantages and disadvantages of the different channels and strategies?

In this series we will be covering each of the following and more to help you work out what is best for you:

  • Google Ads, Bing Ads
  • Facebook Ads
  • LinkedIn
  • Search Engine Optimisation
  • Local Search Engine Optimisation
  • Press Releases
  • Social Media Management
  • Content Marketing
  • Email Marketing
  • Video Marketing – YouTube, Facebook
  • Webinars

Some of these overlap and it could get really confusing.

online marketing

The first thing you need to decide to get clarity on a strategy, is the following:

  • Who is my ideal client or customer? What do they look like? What are their pain points, or what makes them excited?
  • What makes my service/products different? Why would anyone buy from me?
  • Where do my ideal clients/customers hang out online?
  • Where am I likely to find them?
  • Do they search for my type of services, and if so what are they likely to Google?
  • How much can I afford to pay for a new client/customer, and what is the initial and life time value of a new client/customer?
  • Do I sell to businesses (B2B) or consumers (B2C)?

These questions are important to answer, and the answers could also lead to other questions. Once answered accurately, these answers can help you formulate the right strategy to execute for your online marketing.

For example, if I conclude that ideal clients/customers are unlikely to search for my services on search engines like Google, then I should not spend money on Google Ads.

(That said, you may have an entry level product or service that is searched for, and some of these clients could then upgrade to premium services or products)

Please let me know if there is anything specific you would like us to cover in this series.

17 Mar 2017
by bescoto@aol.com
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SEO Vs. Google AdWords

Let’s discuss the advantages and disadvantages of Search Engine Optimization as opposed to Google Ads. Google displays Google ads on the first 3 or 4 lines after a search.

Below the first 3 or 4 lines is what is termed “organic search results”. To get a high ranking here, you need to have a web presence that is the result of “search engine optimization”, or SEO. This is a lengthy time consuming process (therefor costly) and the results cannot be guaranteed, even after a year of optimization.

SEO can be implemented in a couple of months or so for less competitive business niches and especially if targeting is for a local suburb or town. However, SEO is a good long term strategy, and it should be pursued, depending on your budget and resources. When people click on your link to go to your website, you don’t pay for the clicks.

On the other hand, if people click on your advert, you have to pay a click cost to Google, but your adverts appear for free. A massive advantage of Google Ads is that your adverts can appear immediately once your campaign is set up, even the same day!

Even though Google Ads have click costs associated with it, as well as the costs of setting up and managing campaigns, you can generate a return on investment almost immediately. Google Ads also enables you to use and test many different keywords with results you can measure almost immediately, whereas with SEO, if you target the wrong keywords, it takes more time again to re-optimize.

The bottom line is that it is better to do both, but … to generate measurable quick results, start with Google ads.


 

Landing Pages – The Difference Between A Successful And Struggling Campaign

Today we will cover landing pages.

A landing page is a specially developed page that promotes a narrow aspect of your business or practice. For example, if you are a lawyer, you could have a landing page specifically targeting people who are interested in motor vehicle accident claims, but not all the aspects of your practice. Similarly, if you sold services for swimming pools and landscaping, you would create a separate landing page for each service.

The advertising campaign will also specifically target this group of people. When they click on the advert, they then get more information, specific only to what they are interested in. They therefor get an understanding that this is something you specialize in, and they are more comfortable contacting you.

Your landing page should also be mobile responsive…meaning it should display well on mobile devices such as smart phones and tablets. According to a ComScore (online authority) report, 60% of search now comes from mobile (phones and tablets); increasing from 50% a year ago! By having a landing page that displays awkwardly on a mobile device you immediately waste the cost of the click and throw away a prospect as well.

A landing page is probably one of the most important elements in a Google Ads campaign (or any paid traffic campaign), and the difference between success and mediocrity. By not having a well-designed landing page, you may as well say: “I tried Google Ads but it doesn’t work for (your business specialty).” Many advertisers still send traffic straight to the “home” page of their site. This confuses the person searching and in 1 to 2 seconds they will leave the website, if they feel the information is not relevant to what they are looking for.

In fact, we assisted a divorce lawyer who had created his own Google ads campaign. By simply creating a dedicated landing page for the campaign we increased his leads from the clicks he was getting more than 10 times! This alone turned a mediocre campaign into a successful campaign.

If you need help on developing a functional landing page that will greatly increase the potential of our marketing campaigns; please in fill in the form on the right.

 

 

Infinitely Increase Your Audience With Retargeting / Remarketing

In this post I’m going to focus on a very powerful concept called re targeting and how you can use it to your advantage!

Let’s assume you have someone visiting your website; they have somehow found it online, whether via a Google Ads campaign or by simply getting to your web site.

When this person browses your website or landing page they perhaps get distracted. Maybe its late at night and they don’t feel comfortable filling in the form and so they think they will call you the next morning.

Well as we all know life happens – the next morning a million things happen and they forget to call you, and even forget who you are! So you lost them right? Well, maybe not! Not if you are doing re marketing online!

You can create on Google and Facebook what is termed a “re marketing audience” – This is a cookie that’s left on the prospect’s browser. The next time they browse the Internet you can display your company logo and message on adverts on any site that displays ads that the prospect browses.

You can even display ads on the prospect’s Facebook news feed, as a re marketing advert! This then reminds the prospect who you are and that they were about to contact you but forgot. They will now be more likely to follow through with their original intent.

This powerful feature also may give the prospect the impression that you are bigger than you are – as they are seeing your ads all over the Internet. It’s impressive!

Does your Google Ads consultant use re marketing for you? If not they should, as it is an important weapon in your online marketing arsenal.

 


 

Measure Your Marketing With Call Tracking

Why is call tracking so important?

More than 60% of people nowadays search online from a mobile device, especially a smart phone. When people search from a smart phone, they want to engage immediately – they prefer calling a number than filling in a web form, and waiting for someone to call back! I was astounded when I started using call tracking for my clients, as previously international statistics stated that 40% of people call rather than fill in a web form.

I have found that in some countries, on some campaigns, 60% to 70% of people call rather than fill in a form! So what, might you think? Well ….if we did not use call tracking we would not have known this.

We also train our client’s employees on how to interact with prospects calling from their campaigns. It is critical to the success of the campaign that we can track statistics, including how many leads convert into clients, in order to ensure results are measured and improved on. If you don’t know where the problem is, you can’t fix it!

Call tracking also enables us to keep track of which keywords initiate calls – it integrates right into the Google Ads campaign, thereby enabling us to measure everything! And by being able to measure, we can optimize and improve, thereby reducing important costs like cost per client acquisition. That means you get more prospective clients for spending the same amount of money!

No other form of advertising gives you this type of return on investment measurement! If your Google Ads consultant does not use call tracking metrics, you are more than likely spending more than you should on your campaigns.

To find out more about how we can assist you, please fill out the form on the right.

Next I’ll be talking about an auto-responder, that sends automated emails, and how you can use it to keep building a relationship with your leads as well as new and existing clients.

The Power of Google Adverts

Today I would like to talk about Google Adverts and why “Bigger is Better”! (as far as adverts are concerned anyway).

Let’s dive right in by looking at the following two adverts that come up when searching for a divorce lawyer in Las Vegas: (This example is applicable for ads anywhere in the world). As you can see the top advert shows 3 lines visible, and the bottom one shows 6 lines.

Not only that, the second advert also displays a phone number that can be called without the prospect even clicking on the advert! It is probable for the second advert to get more clicks than the first, even though the advert displays a position below.

The second advert will also be paying less per click than the first (because it is in a lower position). The second advert is making use of more Google facilities than the first advert, and these are:

  •  Call extensions – to display the phone number
  • Site extensions – to display links to the “Our Team” page, and “Contact us” page. You could use these extensions to create links to more specific landing pages as well, for example “Custody” and “Maintenance”; those are still very closely related to the search term “divorce lawyer”.
  • Address extension – This is a powerful feature and also lets you feature on the map that Google displays on the right side of the search results page. In order to make use of the address extension, you simply need to register your business online with Google for business pages. Google then mails (snail mail) you a postcard with a verification code that you enter online, so that they can verify your address actually exists. Keep trying until the post office delivers the mail from Google!

Make sure your Google Ads consultant is making use of all these features, so that you can maximize your ad spend!

To find out more about creating great adverts that attract prospective clients, please contact me by filling out the form on the right.

Next I’ll tell you about phone call tracking, and why it is so important to a successful campaign!