Hi Folks, Dave Waring here from Fitsmallbusiness.com
and today’s lesson of the day. In our last video we continued our series on online marketing,
with a look at how to rank your small business website in Google’s local search results.
In today’s video we are going to continue that series, with a look at how to advertise
your business in Google search. So let’s get started!
Step 1: Signup for a Google Adwords Account If you do not already have one, the first
step is to visit Google Adwords and signup. Signing up for the account is free, you only
pay when you start running ads. Also if you have bought any products from Godaddy, you
likely have a $100 adwords credit. To activate that just click on your my accounts link in
Godaddy and scroll down to the bottom where it says “free advertising credits”.
Step 2: Decide what you want to advertise and what success looks like
The next step is to decide what the goal is with your ads. For example, a likely goal
of a dentist who was advertising their site via Adwords would be to get new patients.
Perhaps, even more targeted, a specific type of patient. Success in this example might
be new patient appointments. Step 3: Do Your Keyword Research
Keywords are the words and phrases that people search on Google. In order for your ads to
show up in Google’s search results, you have to specify what keywords you want to trigger
your ad. When coming up with your keyword list, its best to start broad, and then narrow
down later. Also keep in mind that you want to think like a customer thinks, which means
avoiding things like industry jargon and other terms a customer wouldn’t use.
Once you have come up with some ideas then login to your Adwords account, go to “Tools
and Analysis” and click on “Keyword Tool”. Type in the keyword that you are interested
in potentially advertising for and then adwords will come back with the approximate number
of searches per month for that keyword. If you click on the “keyword suggestions” tab
at the top of the results, it also gives you a list of related keywords that you might
want to consider advertising for along with the traffic estimates for those terms.
I have included a link to an extensive guide on how to do keyword research in the resources
link below this video. Step 4: Setting Up Your Campaign
Next click the campaigns link from the top menu and then select create new campaign.
This takes you to your campaign setup page where you have the below options:
Campaign Name: I recommend starting with 1 campaign, but you may run additional campaigns
in the future to target different products and or services. With this in mind, give the
campaign a name that is representative of the ads you will be running.
Campaign Type: All Google paid search campaigns run on both Google’s search and display ad
network by default. For beginners I recommend changing this setting to “search network only”
because it is more targeted. Locations: If you are a local business, you
will likely also want to use the location settings option on this page. This makes it
so your ads only show when someone searches Google within a specified distance of your
place of business. Use the “radius targeting” option here by clicking on “let me choose”
under locations, and then “advanced search”. Budget: Next you need to set your default
bid (the amount you want to pay per click on one of your ads) and maximum daily budget.
There is a great article and infographic in the resources link below this video which
outlines the average conversion rates from google paid search by industry. Overall the
average is around 5%. Armed with this information and an approximate estimate of how much a
conversion is worth to you, you can get a general idea of how much you can afford to spend.
Going back to our example of the dentist, lets say that he or she can afford to pay
around $50 to acquire a new client. Taking the average conversion rate from Google paid
search of around 5% we know that the dentist is going to have to get around 20 people to
click on his ad in order to get 1 new patient. By dividing $50 by 20 we come to a good level
to start with of $2.50 a click that the dentist can afford to pay. This would be a good default
bid to start with in this example. Ad Extensions: Lastly you want to setup ad
extensions, which allow for things like your address, phone number, and additional links
to your site. If you have setup a Google Plus Page for your business you can also show your
business’s Google Plus star rating in your add. Adding extensions makes your ad bigger
in Google’s search results and allows customers to click to call you from their mobile phones,
two things which can dramatically increase your conversion rates. They also do not cost
anything extra, so in most cases they are a smart idea to include. If you have not setup
a google plus page yet, I have included a guide on how to do that in the resources link
below this video. Step 5: Write Your ads.
Now that you have your keyword ideas you can think about the type of ads that you may want
to write. Going back to our example of the dentist, if he or she was looking to get patients
for any type of dental work, the the ad would likely be general in nature like this. If on the other hand this same dentist was
looking for a specific type of patient, the ad may be more specific like this one: There is a great post from Google about how
to write effective ad copy which I have included in the resources link below this video. I
recommend reading the full post but the summary is:
The headline should grabs users’ attention and make them aware of your offering.
Description line 1 should spark users’ interest in your offering.
Description line 2 should develop a desire to obtain your product or service.
And finally, the Display URL should consolidate a user’s decision to take action.
There are some more great tips from Saad Kamal over at search engine journal which I have
also included in the resources link. Once your ads start to run you will be able to
see which ads are performing the best and optimize your ads accordingly. With this in
mind you should come up with 3 or so ads (click the “ads” “then new ad” button), which google
will automatically rotate for you so you can see which one performs the best.
Step 6: Turn Your Campaign Live, Evaluate, and Optimize
Now its time to turn your campaign live. I recommend letting the campaign run for around
a week before you make any changes, so you will have some good baseline data to work
from. After observing for a week you should have a good idea of which ads and keywords
are working for your business. If you have hooked in your free Google Analytics account
you will also be able to see what your potential customers are doing on your site and can optimize
accordingly. I have included two links in the resources link below this video with more
information on optimizing your ads and setting up a google analytics account.
That’s our video for today, please leave any comments or questions in the comments section
below. Also be sure to stay tuned for the next video in this series, where we will discuss
how to leverage Facebook for your small business. For more great advice on how to start and
run a successful business, be sure to visit us at fitsmallbusiness.com today. Thanks for