Do Not Use Google AdWords Unless...

Do Not Use Google AdWords Unless You Answer ‘Yes’ To These 5 Questions 

If you’ve been following me for a while then you know I love Google AdWords. AdWords search advertising is one of the most targeted forms of advertising because you can show your ads when your prospects are in the act of searching for your product or service.  It doesn’t get much better or easier than that when you’re trying to match your offer to what your prospect is looking for.

 
AdWords also provides excellent reporting and tracking tools to measure return on investment.  Oh and there’s no minimum investment to get started, and you only pay when prospects actually click on your ads… See what I mean? AdWords can be an amazing tool to drive leads and sales for your business.
 

With that said, I’ll be the first to admit that AdWords is NOT right for every business.  Whenever I talk to a business struggling to profit from AdWords, then 9 times out of 10 it’s because they are not following best practices.  However, there are a handful of cases when AdWords is simply not a good fit.  So in this article, I’m going to walk through the 5 questions to answer to make sure AdWords is right for YOUR business.
 

1. Are Your Prospects Searching in Google?

This one should be obvious.  The only way AdWords search advertising is going to work is if your prospects are going to Google.com and searching for your product or service.  If no one is searching for your products or services, then no one is going to see your ads.  That’s pretty straight forward.
 
However, we need to take this one step further.  There are really two types of searches:

1. Searches to do research
2. Searches to do shopping

Since the #1 goal of advertising should be to get customers, we’re primarily concerned with the shoppers.  Researchers will click on ads, but they don’t tend to buy anything.  Keep this in mind as you’re using Google’s Keyword Planner Tool to find out IF (and then what) your prospects are searching in Google.com.
 

2. Do You Have a Compelling Offer?

Assuming your prospects are searching to buy what you have to sell, then the next step is to review the competitive landscape.  How does your offer stack up to all the other ads already showing in Google’s results?  Are you offering the same product or service at the same price?  Is there anything that makes your offer more compelling?  If not, then you’re going to struggle.
 
Think of your offer like the quarterback of a football team.  Even with a roster chock full of superstars, the team is going to struggle with a lousy quarterback.  On the flip side, a superstar quarterback can more than make up for a mediocre roster.  The same is true with AdWords advertising.
 
If you do everything else perfectly, but your offer is weak, then your campaign is most likely not going to work.  However, I’ve personally seen campaigns set up incorrectly, but they were still profitable because the offer was so strong.  So the key action item here is to review the competitors’ ads and offers for all of the keywords you found in the previous step.  Then make sure your offer is more compelling for your prospects.
 

3. Do You Have a Sufficient Test Budget?

Very rarely is an advertising campaign profitable right out the gate.  Usually it takes some tweaking to find the best search keywords, bids, ads, and landing pages.  So it’s best to think of the first couple months as your testing period.  If you can break even, then that’s a win because you’ll be able to optimize the campaign to make it profitable.
 
With that mindset, you need to set aside a test budget.  But how much?  That’s one of the most frequently-asked questions that I receive each month.  How much should you invest in Google AdWords?
 
It’s impossible to answer that question without first completing the keyword research using Google’s Keyword Planner Tool (see section above).  The Keyword Tool will give you the estimated cost per click for each of your target search keywords.  That tells you approximately how much you’ll spend when a prospect clicks on your ad.  Next we can use some basic math.
 
If you expect to convert 1% of your visitors into sales, then you’ll need 100 clicks on your ad to generate a sale.  100 multiplied by the estimated cost per click from the Google Keyword Tool will give you the cost per one sale.  For example, your budget to generate 1 sale from a keyword that costs $5 per click will need to be about $500 (100 clicks x $5 = $500).  Of course, this depends greatly on the estimated conversion rate of 1% so I recommend you calculate a range of budgets using different conversion rates.  This will give you an idea for how much you’ll need to spend to generate just one sale.
 

4. Do You Have a Shot At Being Profitable?

Now that you know how much you’ll need for a test budget, you’ll want to double check the numbers.  Do you have a shot at being profitable with your estimated cost per clicks and conversion rates?  Or are you setting yourself up to lose money even at the highest estimated conversion rates?
 
Unfortunately, this step is often overlooked and it can be painful to realize you have no shot at being profitable after you’ve gone through all the work of setting up and testing your campaign.
 

5. Do You Have Sales Tracking?

The final step is to make sure you have a system to track sales from your AdWords campaign.  The only way you’ll be able to measure success is if you track leads and sales generated directly from AdWords.
 
AdWords provides online tracking to see which keywords and ads are generating e-commerce sales and webform submissions (i.e contact forms).  AdWords also recently released offline conversion tracking that allows businesses to upload sales generated off of the internet.  Plus, I recommend phone call tracking so you can see how many calls were generated from AdWords, and how many of them led to sales.

Is Google AdWords Right for You?

If you can answer ‘Yes’ to all 5 questions above, then for the reasons I listed at the beginning of this article, I highly recommend you set up and test a Google AdWords campaign.  If you were shaking your head ‘No!’ to one or more of the questions, then it’s absolutely critical to get those areas fixed (if possible) before you advertise.  Remember, AdWords can be an amazing advertising tool, but only if you can answer ‘Yes’ to all 5 questions above!

  

Optimizing for SEO vs Google AdWords

Today I want to clear up a common misconception about your website.  Scroll down to learn why it’s a mistake to try to optimize the same webpage for both SEO and online advertising.

Why You Can Not Optimize One Webpage

For Both SEO and Advertising 

I realized as I was meeting with a client last week that there’s a common misconception about how to optimize your website for search engine optimization (SEO) and search advertising (i.e. Google AdWords).
 
For both SEO and search advertising, your website plays a critical, yet very different, role.  The misconception is that a single webpage can be optimized for both online marketing tactics.  This is simply not possible and in this article I’ll explain why you need separate pages for SEO versus search advertising.
 

The Many Roles of Your Website

 

The primary role of your website is to convert visitors into leads and customers.  It’s no different than a sales position in your company, and you should judge your website performance accordingly.  Sure, you may love your new, slick design, but does your “upgraded” website drive any more sales than the previous one?  That’s the all important question.
 
Next, assuming your prospects search for your products and services in Google, then your website must also have the appropriate pages for Google to display in the search results.  If your prospect searches for “huarache running sandals” and your website does not have a page about huarache running sandals, then guess what, Google is not going to show your website in the results.  The first step with SEO is to make sure you have a webpage for each of your target keywords.  That’s SEO 101.
 
Finally, if you’re going to advertise, then you need pages on your site that perfectly match the different offers you’re going to make in your ads.  For example, if you advertise a special buy one pair of sandals and get a free running shirt offer, then you better prominently display that on the ad landing page.  If prospects don’t find what they’re looking for within seconds of clicking an ad, then they’ll click back and go to a competitor’s website.
 
So let’s recap:

1. Your website should be designed to convert visitors to sales.
2. To optimize your website for search engines like Google, you must have pages that match the keywords you want to target.  These pages need to be set up properly so Google knows they are 100% relevant to the target keywords.  The goal of your SEO efforts is to first get ranked in Google so you drive traffic to your site.  If you can’t drive traffic, then there’s no one to convert into customer :)
3. To optimize your website for search advertising, you must have pages that match the offer in your ads (which also must match the keywords you’re targeting).  The sole purpose of these pages is to sell.  You’re buying traffic so all you need to worry about with your ad landing pages is converting the traffic into sales.

See how your pages optimized for SEO have different goals than your ad landing pages?  With SEO, your webpage must be set up to get ranked in Google.  Of course, you also need to convert the SEO traffic, but getting ranked is the primary goal.  With advertising, your webpage should be structured with only one goal in mind: get the highest conversion rate possible.
 

Why SEO Pages Do Not Make Great Ad Landing Pages

The temptation is to try to optimize your webpages for both SEO and advertising.  Sure, they are both online advertising tactics.  Plus, your website is an integral component in both.  But they really are different beasts.  A webpage optimized for SEO will typically not be the best landing page for your advertising campaign.
 
For one of my clients, the best ad landing page is simply a video that gives information and presents a compelling sales pitch to buy the product.  There’s no way we could optimize a video page like this for SEO.  On the flip side, the best pages for SEO typically do not convert high enough to be profitable on paid search advertising.
 
This is a very important concept to remember as you get started with online marketing.  Do not fall into the trap of trying to optimize your webpages for both SEO and advertising.  You must create different pages and optimize each tactic separately.

Top 5 Reasons to Invest In SEO Now

There’s a lot of skepticism about whether or not SEO is still a relevant tactic. That’s why in today’s article we address 5 reasons why SEO is (and likely will always be) a great investment for your business.

The Top 5 Reasons to Invest in SEO

 

Does SEO still matter?
 
Given how dramatically the online landscape has changed — more people access the Web through smartphones than desktop, and social media is king among mobile users — it’s natural to wonder whether good-old fashioned SEO tactics have suddenly become obsolete.
 

But don’t worry, the answer is yes, SEO still matters.
 

In fact, good SEO might matter more today than it did a few years ago.
 

Google still processes more than 100 billion searches per month, and more than half of those searches are made from mobile devices. And while some aspects of old-fashioned SEO have been greatly diminished, many of the old rules still ring true today.
 

For example, content is still king, but there’s vastly more content online and more businesses are vying for attention. Marketers and business owners must evolve with the times or risk being left behind.
 

Good SEO doesn’t happen overnight, and getting more active on Facebook won’t replace the value of a great ranking in Google. Read on to learn the top 5 reasons why business owners should still invest in SEO.
 

 

1. SEO is an asset – it’s a good investment since it keeps paying dividends.

See all those people with their noses in their smartphones? They might be texting someone about what their spouse, friends or coworkers said. Or, they might be finding a place for happy hour, researching home improvement ideas or eyeing new running shoes.
 
Mobile technology has greatly affected how people interact with the Internet, and that includes how and when people search for the goods and services they need. Now, people are more likely to use Google when standing in line for coffee, waiting for doctor appointments or riding in cars with friends.
 
Given the mobile nature of Web searches, people are much more likely to visit businesses or buy products online as a direct result of good SEO – and that’s huge.
 
The simple truth is that investing in SEO is a smart business decision. It always has been, and there’s no reason to believe that will change. It’s crucial to view SEO as an investment rather than a purchase. Business owners who continue to invest in good SEO are much more likely to continue connecting with customers online despite seismic shifts in how people interact with the Web.
 

2. SEO helps conversions.

Having a great website that’s fully functional on smartphones and tablets is a must in today’s mobile world – but what good is an amazing website if nobody ever sees it?
 
When your website ranks at the top of Google, people are pre-sold on working with you. Organic results at or near the top of the rankings are often assumed to be authorities in their fields of expertise and make prospects more likely to trust you and therefore more likely to convert.
 
Having good content (remember, content is king) is the foundation of good SEO, and visitors are more likely to become paying customers when your website provides useful, engaging content.
 
The combination of having a solid website and a high ranking in Google is great for your company’s brand. Visitors and customers are both more likely to not only find your business, but to come back again later.
 

3. SEO is a zero sum game. So if you stand still, you’ll lose market share.

Ever play musical chairs? There are never enough seats for everyone in the circle, and when the music stops, someone always loses – and snagging a chair only gets tougher.
 
These days, landing an above-the-fold position in Google is a lot like musical chairs. Google is allocating less space for organic results and more room for PPC ads, local Web directory listings and even direct answers for search queries. Investing in SEO is absolutely vital for staying on the first page of the Google results.
 
Mobile SEO is even more competitive. According to 2015 data from the marketing firm MobileMoxie, only 3 percent of Google searches in the United States return only organic search results. In many cases, Google prevents any organic results from showing above the fold, instead opting to show lists, graphs, PPC ads with extensions, locator maps and more.
 
When the music stops, you want to make sure there’s still a seat for your business!
 

4. It’s not a fad — it will continue to change, but it’s not going anywhere.

Ah, the 1980s… The decade of success is fondly remembered for saxophone solos, fluorescent colors, Showtime basketball and angsty coming-of-age films.
But marketing gurus look back at the 80s and see it as something far more profound – the last days of advertising when the Internet didn’t matter.
 
It seems almost obligatory that people wonder each year whether SEO really matters. Not only has SEO mattered for roughly 20 years, but it will likely evolve and be relevant for decades.
 
Up until the end of the 80s, consumers tended to learn about products via radio, television and print ads, and purchasing decisions were often made in stores.
 
Nowadays, consumers often reach decisions on what to purchase – a moment that Google calls the Zero Moment of Truth, or ZMOT – while browsing websites on their phones. In other words, good SEO is arguably more influential to consumers than the full force of advertising channels from yesteryear.
 

5. Local SEO can be a huge opportunity.

About to leave the grocery store, and you feel like grabbing Indian food on the way home? Or are you out running errands and suddenly remember that you need a new outfit for an upcoming party?
 
In the past, finding on-the-fly answers for spur-of-the-moment impulses was significantly less convenient. Now, thanks to smartphones, consumers can instantly find and compare nearby restaurants, retailers and any other kind of business – and according to research from Google, 50 percent of local searches led to consumers visiting stores on the same day.
 
If you’re a business owner, make sure your company is listed on Google My Business and ensure your business name and contact information are displayed correctly on your website, Facebook page, Bing Local, and any other online channel. You should also register your business on leading online review sites such as Yelp, Angie’s List, Urbanspoon and TripAdvisor. Online review site listings like these are often listed on the first pages of search results.
 
While businesses are starting to put efforts into Local SEO, there is still plenty of opportunity to build yours up before your competitors and now is the time to beat your competitors to the punch.