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TRANSCRIPT
Online Advertising
Get More Customers & Clients With Paid Ads
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertisisng, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for it’s accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Jared Hawk, SCDM-A™, SCMS-A™President, Vindice Marketing, LLC
Google AdWords Search Certified IndividualSCDM-A™ Certified Digital Marketing AssociateSCMS-A™ Certified Marketing Strategy Associate
Why Pay-Per-Click? (PPC)
“Potential customers are out there, right now, looking for the products and services you offer. Wouldn't it be great if you could show up exactly when they need you most?”Explore the Value of Google Search Skillshop, Published Apr 25, 2019
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
The Players
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Google The most traffic
The highest price
More Features
Bing Decent traffic
Costs less,
Reach those not using Google
Pay Per-Per-Click
Cash outlay
Instant traffic
Quickest market testing
Keyword refinement
Let your competitors spend their money on keyword research
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Pay Per-Per-Click vs. Search Engine Optimization
SEO “Free”
Instills Trust
Hard to Unseat Leaders
Time consuming
Takes Patience
Equity Can Last
Pay-Per-Click
Cash Outlay
Instant traffic
Quickest Market Testing
Costs per sale can lower over time
If searchers see both SEO and PPC they are more likely to click.
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Before You Start
Avoid the “Google Stupidity Tax”
Start Small - you can always increase
Billing varies – read the fine print
Determine your Return on Investment
Avoid the Display Network
Use the full console, avoid Google Ads Express
Focus on one network first
“You can’t eat branding or awareness”
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
First Things First: Tracking with Goolge Analytics
Google Analytics
Must Have
Make sure it’s tied to your Google Ads account
Set up goal tracking
Over time, you it’s possible to lower your price per click
Industry Tracking Leader
Has phone app
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
First Things First: Tracking with Statcounter
Statcounter
Easier to see individual visitor information
Potentially Identifies visitors
Has phone app
Can start for free
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
First Things First: Call Tracking with CallRail
CallRail is specifically for advanced phone tracking, Google Ads can track basic phone statistics.
Announces that ad came from Google/Bing
Can test different campaigns
Integrates with WordPress
Can handle call recording
Free trial
Phone App
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Keyword Research
Highly Targeted Keywords vs. Related Keywords
Negative Keywords – SAVE MONEY
Phrase or Exact Match
If you have a lot of keywords, then you need a new ad group
Competitor competition can indicate keywords that convert
Keyword Planner in Google Ads
Consider Third Part Keyword Competitor Tools
Bidding on Competitor Names
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Create a Landing Page
Design for Mobile first
“Free” bribes can get your ads disapproved
Forms
Remove distractions, links, etc
Testimonials
Keywords on Landing Page need to match keywords for the Ad
HTTPS:// is preferred (SSL certificate)
Start here: https://support.google.com/google-ads/answer/6238826?hl=en
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Create the Ad
Read Write successful text ads
Use Keyword as Headline
More specific ads and landing pages are better than fewer generic ads with lesser focus
Use Extensions
Phone
Links
Address
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Continue to Test
Create text and responsive ads
Monitor Competitors Ads
Look at your Quality Score
Click-through rate
Landing page relevance
Keyword relevance
Your account performance over timeSource/see more: https://www.wordstream.com/quality-score
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Final Thoughts
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Consider Retargeting
Consider Conversion Rate Optimization
Monitor Competition
When in doubt pause the campaign
Off budget
No response
Pause if website goes down – get alerts for it going down from various websites
Use the keyword knowledge for SEO
ResourcesPage Speed InsightsSpeed up you site with this free Google sponsored tool.
Google Analytics
Statcounter
CallRail
Landing Pages: https://support.google.com/google-ads/answer/6238826?hl=en
Read Write successful text ads
Quality Score & More: https://www.wordstream.com/quality-score
DISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.
Get Educated
AdWords GuideStart here before anything else. Independent. Proven.
Learn The Fundamentals of Google Ads SearchStandard Google training – free!
Bing AcademyStandard Bing training – free!
SEMRush AcademyDISCALIMER: Although this presentation attempts to present accurate information on generating traffic through paid advertising, Vindice Marketing, Jared Hawk, and SCORE do not accept any liability for its accuracy, completeness, use or mis-use. Please seek competent professional advice before implementing the suggestions in this presentation.