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Why Local Businesses fail with AdWords. And how to fix it

The local market is filled up with entrepreneurs and people who have vision. In order for you to stand out you must portray a level of enthusiasm to show that you’re in the game. Today is all about the four key reasons local businesses fail when using Google AdWords. You’ve likely heard other business owners trashing Google AdWords as being expensive, complicated and ineffective. That’s actually a good thing because it means there’ll be less competition. AdWords get a bad reputation in many circles and while clicks are expensive for more people and the interface is complex most of the time when advertisers get bad results they only have themselves or those they hire to manage their campaigns to blame. There are 4 main reasons local businesses fail with Google AdWords.

No Landing Page or a Really Bad Landing Page:

The first page of visited to your site lands on after clicking on your Google ad is called the landing page.

A landing page is an essential part of your AdWords campaign and a good one can instantly double your leads from AdWords without sending a cent more on clicks not having a dedicated high converting landing page is a massive mistake based on experience I estimate the typical local business website converts somewhere at around 5% on the other hand a better design landing page can easily convert at 10 to 20% even if we assume it just converts on the low end you’d double the amount of leads you get for the same money spent so that means for every thousand dollars you spend instead of getting ten leads you’re now getting twenty. That difference could easily make or break your month or even your year.

Horrible Ads with low Click-Through Rates:

Most Google ads say basically the same thing and to be honest they’re not all that compelling in the way that they say it as with landing pages are high converting Google ad with a high click-through rate or CTR can also instantly double your leads and the best part is that Google rewards you for having high CTR so not only will doubling your CTR get you twice as many potential leads but you also end up paying a lot less per click that’s because Google has an algorithm known as quality score and quality score determines how much you pay for clicks in AdWords just because you bid the most free keywords doesn’t guarantee your ad will show up in the top position.

Google rewards relevancy and if you can show Google your ad is more relevant than your competitors and CTR is the number one factor used to determine relevancy you can end up ranking higher than your competitors, get paid less per click than they do.

No Conversion or Call Tracking:

We’ve seen that 60-70% of the leads for local businesses come in the form of a phone call furthermore phone call leads tend to be high quality leads because someone who is really a hot lead is most likely going to pick up the phone and call rather than just submit the information through a form on your website. If you’re not tracking call conversions then you’re missing out not only on the sixty to seventy percent of your leads but also your hottest leads not tracking call conversions also means you’re not going to be able to optimize your AdWords campaign well. You can throw a ton of money away on bad clicks if you’re not tracking calls and have the data that shows you which keywords and ads are making the phone ring and which ones are not.

Poor Campaign Structure:

With all the AdWords, books, articles and training courses available it’s somewhat surprisingly even have to mention this; however, I still see AdWords campaigns every week that are set up poorly many times by agencies that should know better and don’t even adhere to basic best practices. One example of poor campaign structure is a single campaign that runs on both search and display networks. Search and display are two utterly different beasts and they should never be lumped together in a single campaign. In fact, I urge you to avoid using the display network to advertise your local business until you develop strong Edward skills and seek additional training. Other examples include only having one ad group having too many keywords and going to broad with the keywords in your campaign. AdWords may not work all the time for every local business. There are some situations where due to high click costs, budget internal sales problem or other issues that even a well-structured AdWords campaign won’t generate a high enough return on investment however in my experience that’s the exception much more often than the rule.

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Google Adwords: Search vs Display Campaigns

If you’re brand new to Google Adwords and you’re trying to decide should I use the search Network ads or the Display Network ads and what the differences are, we’re going to discuss this in a bit detail.
In Google ad words we have two different options we can do search ads and we can do display network ads. With search ads people are going to Google google.com or google.ca fair in Canada or whatever country you are in and they’re specifically doing a search and you as the advertiser you’re bidding on that search term and your ad shows alongside the search results with there so it’s very specific, it’s kind of simple some of these searches you target that keyword and your ad displays with them. With display network it’s a little bit different. People aren’t explicitly searching for what you have to offer, they’re surfing the internet and you’re trying to get your ad in front of them based on different criteria that you set so there are very different types of targeting. With search network it’s keyword-based targeting so you’re targeting the search queries that people are typing into Google.com so when somebody does that search your ad shows up hopefully they click on it go to your website or landing page and then contact you and you get a conversation out of it.

There’s only one type of ad format and that’s a text ad so if you go to Google and do a search you’ll see an example of what those text ads look like and you can’t input videos or banner ads or anything like that it’s only text ads on there and your ads are only shown on Google’s search network which is a search network. They also give you the option of using their search partner network which are additional Google properties like YouTube and also third-party websites that use Google as their default search engine. So the best practice is usually to start with just using Google because if your costs per click are higher and you’re just starting out and then if you want to get more adventurous and expand a little bit more then maybe include their partner network searches. So, the advantage with search is you can do much targeted ads so somebody does a specific search you can actually serve them back very specific ad in response to that search that they did with. With that being said it costs more because typically these are people who are closer to making a buying decision so there are more towards the bottom of the funnel, more competent people are competing and these costs per clicks tend to be more because of that.

Now when it comes to Google display network, people are searching online but they’re not searching for what you have they’re kind of surfing the net and you’re trying to get your ad in front of them. As far as targeting goes you can target by demographic, you can target by interest, you can target by keywords and you can target by placements. So you can target by age, gender, location, things like that. What type of interest they have so if you’re a landscaper maybe choose people interested in home and garden or finance if you’re a financial planner. You can choose keywords not the same as search because people aren’t explicitly searching for things here but you can choose keywords for pages where you want your ads to display. So if you’re in a hot tub company you can choose hot tub type terms to try to get your ad shown on pages that have hot tub type content and hopefully those people that are reading it have an interest in hot tub and drive traffic to your website or your ad. You can also do placements where you can specifically pick what websites you want your ads to show on. The nice thing with Google display network is they have partnerships with millions of websites. Although, it’s not as targeted as ‘Search’ because these people aren’t really searching for what you have to offer.

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How to setup Ad words remarketing campaign for success

Mostly you’ve been followed around by sites you’ve previously visited so why not put your brand or business in front of your audience again it’s cost effective and so many businesses just don’t use or know how to implement this amazing feature. Now you can and that’s why I’m so excited to share this with you don’t worry as usual I’m going to give you full step-by-step instructions on how to add remarketing ads to your Google AdWords campaigns and we’ll make it cost effective. Okay so let’s start by adding the remarketing code to your website and the first thing I want you to do is to log into your AdWords account and in the bottom left hand side of your screen left-hand corner

There, click on shared library and it will bring you to this window

Under Audiences, click on View and if you click on view in the top right hand corner you will see this and it says remarketing tag as we haven’t got the tag on our site yet saying

Now, click on tag details

At this screen click to see tag details so view the tag implementation instructions, view AdWords tag for websites and by clicking on that it will bring you to this box

This code will work on both mobile and desktop websites. We want to be able to check to make sure that our remarketing tag is working. Install the Google chrome browser on your computer if you don’t have it already. Download the Google tag assistant- this is an extension after you’ve done this then you’ll see this icon

The blue icon is now going to be now sitting on the far right hand side of your browser it’s quite small but you’ll be able to see it there. When you click on that blue tag it will give you a drop down box and it will show you this

Important info to note about your remarketing campaigns the first thing is when you first add your remarketing code to your website you begin to create a list which is the remarketing list and initially it’s not going to have any visitors or users as people visit your website now with the new tag that’ll be added to your list. Okay so let’s go ahead and set our first Google AdWords remarketing campaign. The first thing is to sign in to your Google account

Click on the red plus campaign button and then click on Display Network only.

After that give your campaign a name and click on “buy on your website”.

Ive set a daily budget here of $10 and then click on standard delivery and in the next window select ‘no cap on viewable impressions’ because we do want the campaign to get up and running so we’re not going to put too many brakes on our ability to get seen online.

Let’s give our Ad group a name, add a bit in this case somewhere between 50 cents and $2 is fine to get us started and on the drop down box select Remarketing lists

This box will become populated once this is happening you’re over a 100 visitors as previously mentioned you can click on the arrow move your visitors into your remarketing campaign and one you can use.

This is a great feature that Google has implemented if you click on view ad ideas what it allows you to do in this case I’ve entered my website URL it scans your website and actually picks up images and creates ads based on your particular website it’s a good jumping off point it’s not the be-all and end-all of setting display ads but nevertheless it’s a great feature and one you can use. And here are some banner Ad resources if you would like to get some banners made up outside of Google AdWords then head on over to fiverr.com. The other ones you can create the banners yourself inside their software and their banner is sketchy

Just for your information here are some banner ads dimensions for most of the commonly used banner ads

For the best results just remember each of your ads should always include the following keep this as your formula always include your logo, your benefit focused headline, your phone number or your call-to-action and highlight any special offers, discounts, free trials etc. I hope you guys would enjoy this informative article on retargeting you are now well on your way to be able to set up your own Google AdWords remarketing campaigns.

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What is quality score and how it is calculated

Today we are going to discuss what is quality score in Google Adwords campaign. First let me give you a quick brief overview of it. Quality score is designed to produce a high quality user experience for Google customers.

The Google’s quality score is broken into 1-10 with 1 being awful and your ad will barely show, and 10 being perfect. And your score is calculated every time ads are shown. You can only see your quality score as of today, you can’t see any historical quality score, account quality scoreand it’s on a keyword basis so there is a tool out there called “optmyzr”. It’s a paid tool and if you want to capture and record your quality scores over time, that tool allows you to do so.

Components of Quality score:

Now a question may arise that what is a quality score made up of? Google keeps the exact calculation under close wraps. It’s essentially a secret that everyone has to understand and interpret. But that being said, CTR (click through rate) is the single biggest component of quality score. It’s supposedly around 65%, the remaining portion is down to relevancy of your keywords to your ad and your account history. So essentially the expected click-through rate versus the actual click-through rate, and this is a benchmark against your peers. The other factor that is important is quality of your landing page. It’s about 10% of the actual quality score metric, arguably more important for your customer. And also, ad extensions, its best practice now. Everyone should be using ad extensions.

So that’s it, the components. Just remember, 2/3 of which is click-through rate, a significant to remember. So what is a good CTR?

AD Rank:

Not a component of Quality score, but ad rank is the final destination for your bids multiplied by quality score.

Here’s an example for this:

In this picture, we can see that the advert with the highest quality score gets the best ad rank so you know how critical is the quality score in ranking your ad rank at the top against other CPC having low quality score.

Quality Score Myths:

Quality score benefitting from higher positions – nonsense. That’s wrong. Google factors that in and it understands that if you’re higher up the page you’re going to get a higher CTR, so don’t be conned into thinking that you can just bid more and get a higher quality score as a result.

A higher quality score doesn’t equates to more sales apparently. What it equates to is, improved CPA (cost per acquisition) because you pay less for your bids. The display network does not affect the search network. They both have separate quality scores.

Another myth is increasing your bid boosts your quality score. That’s another lie. That’s not part of the quality score calculation. Its part of the up-rank that your quality score is times your bid to achieve your ad rank. Ok so what is a good quality score? Here’s a chart to depict it.

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Learn How to setup Google AdWords campaign

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In this article we’ll be going to discuss a bit about how to setup Google AdWords campaign. As you do not necessarily need a huge budget to setup your AdWord campaign, you just need a considerable amount of money invested properly and most importantly the success of your AdWords campaign depends highly upon how you’ve planned the campaign. I’ve seen billion dollars campaigns going to waste just because of poor campaigning. So one should have a clear goal in order to succeed. Now, you must be wondering that what actually a Google AdWord campaign is. You’ll get a very good idea of it from the illustration given below.
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step is that you should have a Google account. If not you’ll have to make one to sign in which you can make through visiting google Adwords dot com.

Now the next step is signing in and when you sign in you’ll get a screen which is similar to this

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Now what you’re gonna do is you’re gonna hover over to +campaign button and then select ‘Search Network Only’. Now you’ll come up with a screen similar to this

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Now the options that you’re seeing. They vary according to your business and I’m going to set up a campaign for my own business. Now you can create multiple campaigns according to your business niche. Here I’ll be taking an example for creating a campaign for a website design. For that we’ll fill out the details such as campaign name etc. After naming our campaign, we’ll move down to the type selecting all features as we want all features to be implemented upon. Then going down on locations we’ll target the locations on which we would be running our campaigns on.

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Now coming down on bid strategy we’ll be sticking on the default manual CPC and set our default bid which is how much we’re willing to pay per click and our budget per day. We’ll just leave the add extensions for now.

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Coming down to the ad scheduling we’ll notify the start date of our campaign and the days and the time that our campaign will be running on. After setting up all this we’ll click on the save and continue button located at the bottom of the page.

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After clicking that we’ll land on this page and this ad group name is basically the sup-group for your main campaign. So, in the final URL you’ll basically type your web address domain for which your website needs to be put up. The headline 1 and 2 are basically headlines of your Google ad and description is the small description that will describe your ad. Taking our example of website design and filling all the details your ad will look like this

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Now when you’ll hover down to the Keywords section you’ll see keywords suggested by Google like this

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Now it’s up to you to select keywords by Google else its best if you search up and write down your own keywords as I have written above in the example. Now after selecting the keywords you’ll click on the save ad group button at the bottom of the page.

Then we’ll get a keyword planner which will be live. Now it depends upon you to choose from different keywords matching types broad, exact or phrase… so choose what best fits for your campaign.

What we learnt so far…

Basically you’ve seen how to setup your Google Adwords campaign by giving your campaign a name, selecting the locations where you’ll be targeting your campaign, set up your budget and the time frame in which your ad will be running, how to customize your ad so you know how will the users see it and then finally input the keywords to be targeted for your ad campaign. I hope this article helps you in setting up your Google campaign. Gracias!

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