Why Invest in Digital Marketing

PPC Advertising, Uncategorized
Why Invest in Digital Marketing While all of my posts are focused on how small businesses can leverage digital marketing as a strategic asset to drive growth, it's important to understand why you're investing in digital marketing. See the below which maps out the core reasons. Media consumption Consumers spend 6 hours per day online. Media consumption of traditional media sources such as TV, Print, Radio are all in decline. Think of your own experiences, how much do you watch TV today, vs. 10 years ago. Also, when the TV is on, what percent of the time are you truly engaged with the program and not looking at your phone? When is the last time you picked up a newspaper? Or if you have a newspaper, do you read it…
Read More

How to Advertise a Small Business

PPC Advertising, Uncategorized
How to Advertise a Small Business For all of my small business friends out there, I've been hearing a lot of questions regarding where to begin with digital advertising for small businesses.   Now the strategy will vary significantly from business to business, however I want to give a short list of recommendations, starting with the strategies that doesn't cost a dime. Small Business Advertising - Email Marketing For any small business, no matter how small, you should be collecting emails from customers and prospects. If you aren't doing this now, you should start right away. Here are a few sources: If you use Wordpress, you can leverage plugins such as Sumo. This is an awesome free plugin which will automatically ask engaged site visitors to populate their email. Even…
Read More

Google Search Ad Copy – Best Practices

PPC Advertising, Uncategorized
Google Search Ad Copy - Best Practices For those who are advertising search text ads on Google for your business, or are aspiring to in the near future, writing relevant ads is super important and is often overlooked. Why invest time in tweaking your ads? Glad you asked.. High Click through Rate This simply means, more visitors to your site as your ad is more likely to be clicked. Higher Conversion Rate This means that when users go to your site, they have a higher likelihood of taking a valuable action (i.e. submit a lead, order, spend time reading about your business, etc.). Lower cost per click That’s right, not only do you get more traffic and more conversions for your business, but Google will even reward you by lowering…
Read More

Drive Customers with Google Customer Match

PPC Advertising, Uncategorized
Google Customer Match Do you have an email list of customers, prospects, lapsed customers? If you said no, start building one ASAP. No joke, if you have a business, you should ask for email addresses and start tracking this, no questions asked.  If you said yes, we're in business! Let's leverage this to advertise to your most valuable audiences via Google Customer Match. What's Google Customer Match? Check out this Customer Match article. It's a very powerful and easy to use tool which allows advertisers to upload email addresses of their customers, lapsed customers, leads, friends, etc. into AdWords. It's extremely safe, you upload and AdWords will automatically encrypt the data, match it to Google users, then purge your email list (i.e. protecting your valuable data). Once the match takes place,…
Read More

How Much do I Need to Invest in Digital Marketing?

PPC Advertising, Uncategorized
How Much to Invest in Digital Marketing I want to clear up a common misconception. Many folks think they need to spend a ton of money on digital marketing and literally need to have buckets of cash laying around to burn.  I have some good news, this is not the case! Nor would I recommend this. Here's why: Start small and scale My approach is to launch digital marketing campaigns with small daily budgets, prove it's worth, then scale if it's proven to drive business results. You have full control Unlike  TV, print or billboard advertising, you have absolutely full control in what you're comfortable spending and can set appropriate limits. For example, my brother has a successful business selling customized wrought iron table legs. I help him advertise and we…
Read More

Google Search Keyword Strategy

PPC Advertising, Uncategorized
Google Search Keyword Strategy As I mentioned earlier, the best place to start with digital advertising is with Google Search. Reason is you can show an ad for only users in your area who are searching the product and services you are offer, plus you only pay if they click on your ad. Not bad, right? In my last post I gave an overview of Brand keywords vs. Non-Brand Keywords.  For Brand, you should absolutely buy keywords of your companies business ONLY if you are not already in the first position on the search engine results page. If you own the top position (i.e. your organic listing is in the top spot), let's discuss non-brand. Non-brand keywords are tricky. The reason is you could either have a lot of success…
Read More

Google Search – What’s My Strategy for my Business?

PPC Advertising, Uncategorized
Google Search - What's My Strategy for my Business? The absolutely first place you should go start advertising your business is Google Search. As mentioned, Google Search works because you have the ability to only reach the users in the EXACT moment of intent to buy products or services that you're offering. So, where do you begin? Let me break this down in a few areas. 1) Geography - Google gives you complete control on where to advertise. If you're just targeting your town, you can target your town, or if you're a company selling goods everywhere, you can advertising globally. 2) The most important part are keywords to target. I'll break this down into two categories, Brand and Non-Brand keywords. Brand Keywords Brand keywords means showing your ad when…
Read More

Google Search for my Business

PPC Advertising, Uncategorized
Alright, so you're ready to roll up those DIY sleeves and start marketing your business, right?! Can I get a resounding, Yes Yes Yes! If you said no, grab a double cappuccino to get the energy pumping and come back when you're ready. I'll admit, there are a million ways to advertise. Where do you begin? TV, Radio, Paper, Sandwich boards (joke..maybe a bad one), Facebook, Instagram, Google, Billboards, etc. It's hard, I know. There is a ton out there and if you make the wrong move you could spend a small fortune and have little to show for it, except a good sized credit card bill. That's where I come in, help you prioritize where you should be advertising based on years of experience. So where do you do…
Read More