In another post I made talking about Google and the search engines, I focused on the use of Google adwords which practically means the use of advertisement to be displayed on the search results on Google. Because of the great feedback I got on all this (keep on sending those messages), I also decided to do a “part 2” article on Google Adwords.
So what I want to do with this post, is get into more economical ways of featuring your business (locally) at visible areas on Google. Before I get into that, understand that everything you see on Google search results, are valuable assets for the people that own those pieces of virtual property. When you search for some kind of service (a plumber for example) and Tom Smith the plumber comes up to the top of results, guess who is going to get all the traffic and business calls…big Tom. So it’s important for you to understand, that search results don’t randomly appear. For example, if you look for a plumber in Eugene a million times, you will still get pretty much the same business websites at the top of the results. Who will be showing at the top, is pretty much determined by Google. So I want you to imagine the rankings of websites, as a popularity contest. The more popular your site is, the more Google likes it and wants to show it higher up in the search results. So the more votes (backlinks) you get, the better off you are. All backlinks aren’t equal and some have greater value to offer than other. But for this basic introduction to SEO, I want you to imagine the process of ranking at the top of Google as a purely popularity process: the business that is more famous wins.
Last time we talked about social media, I basically went against a current trend that exists in which everyone believes that social media is some kind of business saver. It can be for the right people and business, but it can be a liability for many others.
In this post I want to focus on specific platforms that I believe are effective for your marketing campaigns. I am not going to tell you which platform I like better. What is going to happen is, I’ll outline specific characteristics and benefits of using each platform.
Because there are (seriously) numerous social media platforms (and new ones are being created everyday) I will only focus on the major ones: Facebook, Twitter, Instagram, LinkedIn, Pinterest and Snapchat.
First off I want to say that there is a lot of value in each and everyone one of these tools. However each, focuses on a more specific audience that depends on age, interests and professional personality.
In part one of this discussion on Google Adwords, we talked briefly about some basic concepts you need to know when it comes to this advertising platform. I talked about the type of businesses I believe can benefit the most, and the approach each should take to this marketing idea. If you need to freshen your memory, click here for part one.
In Part two on this discussion, I will jump a little bit deeper into this very interesting field. If you guys can catch up with what I’m saying, maybe I’ll even do a “part three” to get more technical.
As you may or may not know, there are actually two platforms on Google Adwords available for you to use:
- The Keyword Google Adwords platform
- Google Adwords Express
Let me explain what each is and the core differences.
In the regular Keyword Google Adwords, when you create your ad, you target an audience based on keywords you insert manually. So what you need to do prior to that, is keyword research to identify what people are searching for in your industry. For example if you have a limousine company, you may want to include keyword-phrases such as “limousine service in Columbia, SC” in the case that you live in South Carolina. Because many people use that search term, when looking to use a limo. So when they do that search, website results will come up such as LimoRentalColumbia.com and all of your other competitors. What you are looking to do ultimately, is outrank your competition by buying your way to the top. That’s the benefit of using Google Adwords. But this kind of platform can get very technical, as your keyword research needs to be comprehensive and detailed. If you use too many keywords, you will spend all your ads money on searching customers that don’t matter much, or are not high paying ones.
I know in my latest post I discussed Google Adwords and promised a “part 2” article to dive in deeper into that. In the meantime, I wanted to talk about something that is perhaps even more important than Google Ads: content. The reason being that contents exists anywhere, in any form, and in any advertisement.
So simply put, this kind of marketing is using pieces of content (whether that be articles, videos, phrases etc) to promote specific products and services. So in other words, content is the language we use to communicate our message and product. When you look at a TV ad, all the wording and the speaker’s voice is considered to be content. When you spend countless hours on Youtube watching videos, that is considered content.
In my last post, one of the tings I pointed out, is that you shouldn’t follow the trend or what everyone is doing. We briefly explained that some industries perform better in specific forms of ads than others. For example, a local business could probably benefit from Social Media ads, but a larger institution that is targeting the US as a whole (and covers a larger market) may have better results.
What I want to do in this article, is briefly explain a couple of things:
- The structure and use of Google Ads
- Whether Google Adwords is still effective in 2016
First things first: What are Google Adwords?
Google Adwords (or simply Google Ads) are advertisements displayed on different parts of their platform, when you conduct a search for any term. For example if you are looking for a family doctor in San Diego, you will come up with what’s called the “organic listings” and on top of those or to the side, you will get some results that are paid for (the advertisements.) In other words, this is where Google makes all its money.
Who can use Google Adwords?
Anyone! It doesn’t matter if you are a large corporation promoting products worldwide, or a local barber shop targeting the local people. But as I very well stated in that previous post, it doesn’t perform well for everyone. Therefore, not everyone should be using them.
Before I jump deeper, I want to basically point out that most people actually click on the organic results when they search for terms. Research and statistical analysis shows that about 10% of the people searching, actually click on a Google Ad. And interestingly enough, people older in age tend to click on them. If you think about it, it makes sense as younger people don’t want to get bombarded with advertisements.
Social Media is a big thing now. Not just for general consumers, but for ad agencies as well. We have moved from offline advertisement over to online advertisement, but social media holds a very specific and solid position in the ads industry. More and more businesses are promoting their services on the different platforms. As a result, more and more agencies are getting involved with this area.
First things first: Any type of exposure is good. Even if you work on PR, that is good too! In my opinion, we should never be focusing (both as ad experts and business owners) on one specific aspect of marketing. In other words, it’s probably a good idea to keep things mixed up and have variety in everything we do. Also, not all industries are made for all types of advertisement and marketing: some business models may work better offline or with some presence on Google Adwords and another may perform better strictly online.