To run a successful Google Ads campaign, you will need an advertising budget, but you won’t necessarily have to spend a lot of money on it. With the right pay-per-click strategy and effective tools, it is possible to increase your website’s metrics effectively.
More to it, if your business cannot afford a big advertising budget, you will need an even better strategy because every dime counts. You want to make sure you invest your small budget right.
Therefore today, we will share a list of the best tips for a successful Google Ads campaign. These tips will help increase your campaign’s efficiency, even if you don’t have a big budget.
Tip #1: Choose the Best Keywords
To begin with, make sure you use the best keywords for your future ad campaign. Ensure you use both generic and narrow ones. Generic keywords will bring more traffic to your website, although it may not give you many conversions.
At the same time, if you use both types of keywords, narrow ones won’t bring you the most traffic, but they will offer a higher number of conversions. If you find yourself having trouble choosing the best keywords for your ad campaign, you can use a specialized keyword tool for Google Ads to find the most relevant ones.
Tip #2: Be Specific About Your Goals
A very important element of a search engine marketing campaign is setting specific goals for separate ad campaigns. Your business’s purpose could be increasing brand awareness if your business is new or lacks recognition in the market. Also, the goal could be increasing traffic to your website and boosting the number of conversions.
Just make sure that you don’t plan multiple goals for a single ad campaign because not focusing on a specific purpose will make it difficult to measure important metrics. Also, focusing on various goals at the same time will extend the term of reaching the objective.
Tip #3: Think About Your Target Audience
Before you write an ad copy and launch the ad campaign, determine who your target audience is. The target audience may differ regarding age, gender, income, geographical location, and interests.
Narrowing down your audience will help you attract your potential customers, interest them, and motivate them to take action.
Tip #4: Meet the Expectations of the Potential Customers
Your ad copy must be not only relevant but also accurate and not misleading. In other words, writing a good copy is only the first step. And a good copy is not the one that sounds good and seems intriguing, but the one that meets the expectations it creates.
Make sure that after a potential customer clicks on your ad, the person is not misled when the landing page is reached. The landing page should display the content that the ad represents. Also, the page should be functional and easy to use. If any of these factors are unfulfilled, your Quality Score may suffer because the visitors will leave your website instead of converting.
Tip #5: Do Not Forget Mobile
Even if many people are still making their purchases using the desktop version, the number of mobile shoppers is constantly growing. As we live in times when people use their smartphones a lot, people tend to do different tasks using their mobile phones, including shopping.
When you use ad extensions, do not miss out on the app extension. This one will allow your potential customers to download an app by clicking on the ad. And if your business has an app that increases engagement, it’s a good idea to promote it on Google Ads.
Tip #6: Take Advantage of Negative Keywords
If you have chosen to use the pay-per-click method, you should use negative keywords for your ad campaign. If you are using both generic and narrow ones, the generic ones may lead you to losses over unprofitable clicks.
For example, if you are selling food supplements and you use such generic keywords as “food supplements,” you may mislead the people who search for vegan ones. So if you are not offering vegan food supplements, just exclude the word “vegan” by making it a negative keyword.
Tip #7: Keep Testing
Once you have your goals set, remember to keep testing different elements of ad campaigns. The smallest change in ad copy or keywords can affect the increase of conversions.
Surely, a change that you will make may decrease the number of conversions too, but you’ll learn what works and what doesn’t by testing different strategies. Also, when you write an ad copy, write at least a few slightly different versions of it so you can choose the best performing one.
Latest Jon Zacharias Marketing Guide Highlights Mobile Commerce
The latest information online article from digital marketing expert Jon Zacharias is centered around the burgeoning industry of SMS commerce. As Asurion reported back in late 2019, Americans check their phone 96 times every day, which is one every ten minutes on average. While some would gravitate towards apps and social media marketing, those solutions require more finesse and understanding about where your audience is. But, every phone has one feature: a Short Message System, or SMS for short.
SMS is a great component to any multi-channel strategy, as it is cost-effective, scalable, and outright effective. This is because SMS messages are not only delivered near-instantly, but they also boast one of the best open rates of direct marketing communications and it is incredibly easy to track how frequently they’re opened. Not only that, but SMS allows you to reach your audience at any moment of the day, without relying on them checking for an email or browsing social media; their text inbox is a direct line that is available practically 24/7. But, this can actually make SMS marketing difficult, as it requires a great deal of care in knowing when to reach out, and how frequently you do so. As it is a private line consumers are more likely to be protective of it, and are more willing to opt out of branded messages or even block the sender. To this end, Jon Zacharias lays out some of the strategic advice he’s implemented in working with GR0.
As Zacharias notes, it’s imperative to ensure that a user has opted in to receiving your messages before you decide to send. It can be tempting to instantly log a cellular number into your system after receiving it on account creation or with an order, but in this instance discretion is the better part of valor. By respecting your audience’s privacy they are more likely to respect you in turn, and will appreciate that you aren’t hounding them for their time, attention, and money. Furthermore, there are many countries that legally require opt-in for data protection reasons, so you’ll want to ensure that you’re complying with local law.
Secondly, text messages are a line of communication that will immediately alert the consumer, unlike email. This means that the timing of your message is more important than ever, and that you should consider time zones when planning national SMS campaigns. Customers are likely not going to want to respond to messages sent at odd hours like the early day or late night, so it is best to time your correspondence around traditional working hours. This can also be relevant to the day of the week you chose to send as well; if you work in hospitality it could be advised to send a message later in the week and encourage weekend planning. Understand that your SMS messages are part of a larger, multi-channel campaign, and so you won’t want to be overloading a user with exposure to your brand. Consider the last time they may have seen an ad of yours when planning to send them a message so as not to bother them.
Finally, Jon Zacharias explains that every SMS message from a marketer needs to follow two simple guidelines. One, it must contain the name of your brand so the person understands who they are communicating with. Two, it should be both short and meaningful, often presenting some sort of offer or limited-time special to justify directly contacting them. While it could be tempting to simply duplicate copy you’ve used elsewhere into an SMS, it’s important to personalize for the medium you’re working and tailor your message for the venue it comes in. This continues in line with Zacharias’ theme of respecting the user, their privacy, and their time by minimizing your brand’s potential obtrusion into their SMS inbox. Not only that, but you will want to tempt the user to open the message from the limited preview they will get of it on their notification screen. If that small blurb contains the sale or promotion you will see a much greater response as opposed to a message that begins with a lengthy introduction.
To some it might seem a bit treacherous to step into SMS marketing and potentially annoy customers, but it is important to also understand the immense benefits this communication channel can provide. Prices will vary depending on your provider of choice, but on average an SMS blast can cost from $30 to $300, offering you instant messages to your consumers that have incredibly high open rates. This gives you a quick way to directly spread awareness of a promotion or discount in the name of driving sales and engagement from your users. As the mobile market continues to balloon more brands will seek to connect to their customers through SMS, and the competition will continue to increase. By working early to establish connections with your audience you can earn their trust in early stages and gain credibility before it becomes scarce.
With GR0, Jon Zacharias has found great success using SMS marketing for brands big and small, all working to offer unique content tailored directly for their customers. The burgeoning marketing agency works closely with clients to help integrate SMS into multi-channel marketing strategies, bolstering SEO, online awareness, and even sales. While SMS may be a single piece of a larger puzzle, Zacharias and his team put expertise into action in combining all of them to contribute to your developing digital image.
Jon Zacharias has spent years working in digital marketing and advertising, and his latest venture GR0 is clear proof of that. He currently works with influencers across all sects to provide meaningful relationships between his clients and their potential audiences, and is constantly working to grow his portfolio. With over 30 employees, GR0 works to help brands improve their SEO rankings on Google and create quality online engagement between them and their customers.
How Start-Up Marketers Can Appeal to Millennial Spending Habits
Millennials are a unique demographic as they are the first generation to grow up with technology at their fingertips, as they are made up of people born between 1981 and 1997. Millennials also tend to put off marriage and instead focus on buying homes, building credit, paying off student loans. They also have a huge impact on the global economy and business operations as a whole.
While the average millennial spends $47,256 annually, there is a disparity in how they went about online shopping during the pandemic. Remote working millennial men spent more online shopping than their female counterparts.
Another difference in their shopping habits is that 83% of millennials wanted the brands they purchase from to align with their beliefs and values.
Millennial Spending Habits and Marketing
A significant contributor to millennial consumer behavior is the societal changes they have experienced in life. That being said, the products that they love are often ones that have the most value, quality and image enhancement. 2020 showed that Generation Y felt brand intimacy with these top brands:
Factors that Contribute to Millennial Spending
One thing that is extremely important to this demographic is making a positive societal impact with their purchase. Social media is also another powerful force when it comes to guaging corporate social responsibility as well as influencing their peers about their purchasing decisions.
How to Market to Millennials
As a marketer, there are quite a few items to keep in mind when creating your strategy based on the millennial audience. Consider these suggestions when creating your marketing strategy towards millennials:
- Highlight Environmental Impact. 47% of millennials have educated themselves on the environmental impact brands have. This makes it even more important to market your products with inclusions of fair wages and eco-friendly production.
- Take Advantage of Different Marketing Channels. One form of marketing isn’t enough these days: varied marketing formats like videos or blogs provide top- and middle- funnel content, as opposed to bottom-funnel transactional content that doesn’t necessarily appeal to millennials.
- Show Them What’s In It For Them. Whether its free delivery or an easy return policy, millennials have a wide array of companies, products and services to choose from. Making it worth their while with extra perks will have your customers coming back again and again.
A Business Owner’s Guide to Integrated Marketing
Marketers face a dozen different challenges in today’s business world. Consumers turn to different platforms and types of media to consume information.
If you’re a marketer and you miss one of these platforms, you miss out on expanding your customer base. You also have to keep the brand experience consistent across the different marketing channels.
Marketers overcome these challenges by implementing integrated marketing campaigns. These types of campaigns have improved effectiveness by 57% over standard marketing campaigns.
What is integrated marketing? Keep reading to find out what integrated marketing is and how you can create a complete marketing campaign.
What Is Integrated Marketing?
Integrated marketing is a method of marketing that ties together the dozens of marketing channels to create a clear and consistent marketing campaign.
What usually happens to a business is that they do very well on one marketing channel. For this example, we’ll say Facebook. They try to expand their marketing to Instagram, but it doesn’t go very well.
That’s because the business just reposts the same exact content on both channels without regard to the audience. People are on Facebook and Instagram for different reasons. If you don’t take that into account, then your content will fall flat with users.
Integrated marketing campaigns give your brand consistent messaging to give consumers the same experience. It’s also flexible enough to tailor content for each marketing channel.
The best integrated marketing campaigns cross-promote the different marketing channels, so your followers can follow you throughout the web.
Benefits of Integrated Marketing
Is integrated marketing worth it? Integrated marketing solutions are more effective. That alone should make it worth it.
Some of the other benefits of integrated marketing will shine a light as to why these campaigns are so effective. For example, when you have an integrated marketing campaign, you give your brand more chances to get seen. That keeps your brand top of mind.
The more consumers see your brand, the more likely it will inspire trust and loyalty with your company.
Another reason why integrated marketing campaigns work is that they’re cost-effective. You can make minor adjustments to your marketing collateral rather than recreate the wheel with every post.
How to Create an Integrated Marketing Strategy
Do you see why an integrated marketing campaign makes so much sense for your business? They save your business money and make money at the same time.
How can you take these insights and apply integrated marketing to your own business? These are the steps to create an integrated marketing strategy.
Create Marketing Goals
You’re about to invest a considerable amount of time in an integrated marketing campaign. You should decide what you want the integrated campaign to do for your business.
Perhaps you want to promote a new product or service. You might want to increase brand awareness or drive more traffic to your website.
Write down the 1-2 most important goals for your campaign.
Map the Brand Experience
The brand experience is every single touchpoint a customer has with your company.
For example, you get direct mail pieces printed and mailed to people in the Chicago area. The direct mail campaign directs people to the website. You also have social media posts that direct people to your website.
Once they purchase, they may interact with your customer service team.
All of these things will help you figure out the steps you need to take to create your integrated marketing campaign. In the example above, you need to make sure you have a Chicago printing company print your mail pieces.
Keep the Experience Consistent
Consistency matters most in integrated marketing campaigns. There are two levels of consistency in your marketing campaign: the consistency in the amount of content you post and brand consistency.
Brand consistency is hard for many businesses to achieve because they don’t understand what the brand is. A brand is an emotion that people feel when they think about your company.
You want to convey that emotion with every piece of content. Take Nike as an example. The brand is that everyone is an athlete and Nike’s products help people reach their athletic potential.
Nike’s content can be categorized as aspirational. That is the one thing that is consistent in the company’s posts and commercials.
You need to think about what your brand stands for and what your main marketing messages are. Once you have your messaging down, you can then create content that supports the message.
You also need to keep visual consistency. Write up guidelines as to what colors should be used, fonts, and how the logo is used.
To help you create a consistent posting schedule, you can use a social media scheduling tool.
Break Down Data Silos
The one thing that you need to be aware of is that your business can still run in silos, even if you have an integrated marketing campaign.
That’s because you still have to turn to different platforms to manage content and analytics. If you have several people handle content marketing, you run the risk that they will get siloed.
The best way to break down these data silos is to invest in technology. There are great tools that help you manage content and data in one dashboard.
Some of these tools let you schedule content in advance.
Create a Successful Integrated Marketing Strategy
Your customers are diverse, and you want to serve them all at the highest level. The only way you can do that well is to run an integrated marketing campaign.
What is integrated marketing? It’s a way to develop the same marketing message and brand consistency that resonates with your audience. These campaigns are cost-effective and they get great results.
Do you need more marketing tips? Check out the Marketing section of this site.
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