Category

Google AdWords

Are Google AdWords effective?

By Google AdWords, Internet marketing, Products No Comments

Are Google AdWords campaigns effective? The answer is that yes, they can be, in the right hands. This is also true of advertising in a wider context. You may be asking yourself: will advertising work for my enterprise? If you have a good offer and are prepared to stick with it, then advertising can work.

However, bear in mind that there are 36 promotional mix categories to choose from and over 300 promotional techniques, so there are many options – including paid for advertising.

Google Adwords has been part of many successful promotional campaigns, however you have to invest time and money to make them work.

The challenge is that there are many factors to take into account including objectives; the length of time that you are prepared to spend learning how the system works; your daily / monthly budget; how much you are prepared to pay for a click through; how good your headlines are; the offer that you make within your advertisements; where the click through takes the customer; your landing pages; your skills as a copywriter and your approach to measurement.

If you are starting out with AdWords, you should spend some time familiarising yourself with the user interface. Shift + ? …will show you the keyboard shortcuts, incidentally.

It is important to have a well organised Google AdWords account. It is all too easy for the account to become cluttered. For example, ensure that ad groups, adverts and keywords are related.

AdWords can be confusing, particularly for first time users. Here is a tip: start with (Google) search network campaigns. When someone uses a search engine for they are looking for an answer to something, i.e. where can I buy a product that I am interested in? Getting your ads into the top of the search results page is much more effective than seeing them appear at the foot of the page, by the way.

Effective Google AdWords campaigns start small and begin with testing. Don’t run one ad – run at least two ads containing one changed variable, i.e the headline.  This is time consuming, which is why many people seek outside help.

As Henry Ford said: stopping advertising to save money is like stopping a clock to save time.

Opt in email list sign up process

By Customers, Email marketing, Google AdWords, Internet marketing, MailChimp, Marketing professional services, Selling No Comments

With GDPR on the horizon, it is more important than ever to have an opt in process for your email list. Here is a diagram showing an effective process for getting your target market to subscribe to your email list:

Customers have problems / challenges that they have to resolve sooner or later. Try to see it from their perspective. How does it feel to have this challenge? How would you define the problem? What alternative solutions are available?

Having decide on the problem that you are going to focus on, the next step is to write a detailed guide to solving the problem. For example, I have written a 10,000 word marketing strategy e-book (more of which in a moment).

You can promote your guide in a variety of way including Google AdWords, Facebook advertisements, Instagram ads, Twitter ads, LinkedIn adverts and social media posts. You can also promote it via your website and by sending 1-2-1 emails to people that you know. In fact, you can promote the guide by using most of the 250+ promotional techniques that I have researched and used.

All of this activity should aim at a landing page which does not contain your website navigation bar or any other distractions. Here is one that I prepared earlier (any Blue Peter fans out there?) which offers a free copy of the 10,000 word marketing strategy e-book:

https://www.nigeltemple.com/free-marketing-e-book-nigel-temple

If you join my list, via the above page, notice that you are taken to a confirmation page telling you what is going to happen next and that MailChimp provides a clear opt-in process.

Having launched my new landing page a few days ago, I have 55 people on the list so far. A couple of people rang me to ask questions about the guide and I have emailed a few other people which has led to sales conversations.

One of my clients calls everyone who signs up to their list, using this process. They are selling to other businesses and they request a phone number on the opt-in form. Their business is increasing in size by 50% annually.

What is stopping you from doing all of this? I suspect that you are busy: so time is the first challenge. Then you have to consider the different options for the guide and of course you have to write it and produce a professional looking PDF. You then have to create the landing page either using a sub domain or special software that overrides your website’s standard layout. Finally you have to set up the email marketing automation sequence. Phew!

If you would like some help with this, you are welcome to email me, call me on 01628 773128 or join The Marketing Compass and ask there.

Click here to read about my MailChimp training services.