Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online...

16
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 Individual SCDM - A™ Certified Digital Marketing Associate SCMS - A™ Certified Marketing Strategy Associate

Transcript of Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online...

Page 1: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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

Page 2: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 3: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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

Page 4: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 5: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 6: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 7: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 8: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 9: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 10: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 11: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 12: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 13: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 14: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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

Page 15: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.

Page 16: Online Advertising - vindicemarketing.comvindicemarketing.com/sites/default/files/Online Advertising.pdf · Online Advertising Get More Customers & Clients With Paid Ads. DISCALIMER:

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.