how to grow your local business with google adwords

How to Grow Your Local Business with Google

AdWords April 24, 2015

www.quesoandcheese.com

Who is Gary Sanchez?

MY GOALS

1. Make you smarter;

2. Gain your trust that I’m somebody you would turn to or would recommend to give marketing advice;

PLEASE HOLD QUESTIONS UNTIL THE END

If you HAD to generate new high quality leads QUICKLY, what would you do?

Traditional Advertising Is Increasingly Ineffective

• Newspaper?

• Radio?

• Television?

• Billboard?

• Direct Mail?

Google Adwords is hands down the fastest way to generate clicks & traffic.

What is AdWords?

SOURCE: www.wordstream.com

SOURCE: www.wordstream.com

How Familiar Are You with Google AdWords?

A. You’ve run ads in the past B. You know somebody who has run ads C. You’ve clicked on Google ads before D. You’ve heard about it but are confused by it E. You’ve never heard of it before

POLL #1

What Are the Reasons You Don’t Use Adwords?

A. Tried it but didn’t get results immediately

B. Think it’s too complicated

C. Don’t have enough time to invest

POLL #2

What is Adwords?

What is Adwords? GOOGLE SEARCH

AD CLICK

LANDING PAGE

EMAIL CONTACT

PHONE CONTACT

What is Adwords?

EMAIL CONTACT

PHONE CONTACT MEETING

SALES

Why does AdWords Work So Well?

SOURCE: www.hubspot.com

BUYERS’ INTENT Which person is more likely to have high buying intent?

Advantages of Adwords

• Local focus – only show ads around business;

• Measurable – Click rates & conversion rates;

• Improvable – Split testing ads to find what works best;

• Low risk – Low upfront investment – stop spending if it isn’t working;

• Scalable – Can start out small, and only invest when you find a winning formula.

What makes a SOLID AdWords Process?

AD LANDING

PAGE CAMPAIGN

SET UP

1. Select campaign type and name;

2. Choose the geographic location where you’d like ads to show;

3. Choose your “bid strategy,” and set your daily budget;

4. Create your first ad group, and write your first ad;

5. Insert your keywords; 6. Set your maximum cost-per-

click; 7. Review everything; 8. Enter your billing

information

25 characters for the headline 70 characters of ad text 35 characters for display URL 1. Use Numbers; 2. Use ASCII Characters; 3. Focus on benefits; 4. Offer proof or credibility; 5. Use quotes; 6. Ask a question; 7. Make a strong offer; 8. Use a call-to-action; 9. Use Ad Extensions!

1. Relevant to your ad; 2. Focused on single action; 3. Powerful headline; 4. Squeeze page, long form

sales letter or video sales letter?;

5. Integrate with email service;

Adwords Extensions

• Sitelink Extensions

• Call Extensions

• Location Extensions

• Offer Extensions

Good Ad vs. Bad Ad

vs.

Good Landing Page vs. Bad Landing Page

vs.

• How much is a new customer worth to you? Immediately? Lifetime?

• How much would you be willing to pay to acquire a new customer?

• ROI = (Gains – Cost)/Cost

• You should apply this test to all marketing spending

• Example => ROI = ($10,000-$1,000)/$1,000 = 900%

POLL #3

GOOGLE+ BUSINESS PAGES

QUESTIONS?

AdWords Mistakes to Avoid

1. Don’t accept Google’s default campaign settings;

2. Don’t use “Broad match” keywords;

3. Don’t mix all of your keywords together;

4. Don’t send all the ad groups to the same landing page;

5. DO have a single, clear call-to-action on each landing page;

6. ALWAYS split test alternative versions of your ads, and of your landing pages.