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Step Up Your Google Adwords Game

How to optimise your Google AdWords campaigns.

Mark Wright

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Google’s AdWords service is one of the most powerful marketing tools any online based business can have. It allows you to target potential customers and put your product or service directly in their line of sight. Unlike conventional advertising platforms, you only pay for the type of exposure that you want.

For instance, if you are trying to push consumers to a product or certain page on your site, you only pay when someone clicks on your advert and sees your specific page or product. Sounds groovy right? Well it sure is… However, you can easily waste your ad spend if you don’t optimise and target your ads correctly.

Here are a few tips to help you get the biggest bang for your buck.

Keyword research

To ensure that the right consumers find your brand, you need to identify what keywords or phrases they are searching for. By utilising the AdWords keyword tool, you can identify how often a keyword or phrase is searched and the level of competition the term or phrase has. While you want to target low competition, frequently searched phrases that apply to your product, it is wise to target more competitive terms too.

Utilising long tailed keywords such as “Buy Ferodo brake pads online” instead of “brake pads” can help you target consumers that are more likely to be interested in what you have to offer as the search phrase is more specific. Try setting some of your phrases to exact match instead of broad match.

This will reduce how frequently your ads will show, but will expose your offer to a more specific and targeted audience. Google Trends and Google Insights are great tools to get information on what keywords are popular and to find new inspiration for your current campaigns.

Identify negative keywords

Negative keywords are search terms that you don’t want to trigger your ads. If you are selling tables you would want your ad to trigger when someone searches ‘buy tables online’, but not when someone searches ‘make your own tables’. By adding ‘make your own’ to your negative keyword list, you can exclude the individuals who are unlikely to buy your product

Write engaging adverts

By effectively targeting your audience with the right combination of keywords and negative keywords you can put your ads in front of the right people. Now you need to convince them to click on your advert. A few basic copywriting skills can persuade potential consumers to choose your ad over your competitor’s adverts.

  • Highlight your unique selling points: ‘Buy discounted spanners’ or ‘Spanners at reduced rates’ is more likely to attract consumers than just ‘Spanners for sale’.
  • Target consumers with emotive phrases and appeal to their desire for instant gratification. ‘Become number #1’ is likely to entice action from a consumer looking to improve their current ranking or position.
  • Use words that are trending. Google trends will help you identify phrases that are hot at the moment and you can piggy back on their popularity.
  • Start your ad with a question to help single out high prospect customers. The phrase “Want a new digital camera?” will attract the attention of someone looking to buy a new digital camera.

A/B testing

Testing your ads and landing pages allows you to identify what specific words, images and layouts convert more. By running two similar ads that have one or two word variations, you can learn which words entice action from your audience. Each consumer group has specific characteristics and by studying their behaviour, you can tailor your ads to their preferences.

Target your target audience

If you are a car mechanic based in Boksburg, you can target your ads to people in your immediate area. The location settings allow you to target your audience specifically and avoid people who may be interested in your service but are too far away to take advantage of it.

Optimisation

There are a variety of free 3rd party tools that help analyse your campaigns as well as Google’s free services.

  • The WordStream account grader is great place to start and helps identify any weaknesses your account may have.
  • Google’s set of tools are a great resource and should not be overlooked. Often 3rd party paid services use data that is freely available using Google’s free tools.
  • Constantly analyse your account and improve your performance as you go along. The AdWords opportunity tab provides new ideas to help improve your campaigns.

The importance of Quality Score

Quality score is Google’s overall rating for your user’s experience. It takes account of the quality of your keywords, ad structure and landing page to provide an overall rating for your ads. A high quality score can make your ad spend go further and help your ads place higher than your competitors.

Improve your quality score by:

  • Using your keywords in your ads and on your landing page.
  • Putting keywords in the meta content of your landing page
  • Sending users directly to the items they are looking for. If your ad says “Buy cameras” and your landing page communicates and allows them to do this, Google will reward you with a better quality score.

By the taking time to research, test and assess your AdWords campaign as you go along, you can help ensure that you get the most out of your ad spend. Campaigns are most effective when run for a decent period of time under the watchful and certified eye of someone who knows what they are doing.

Mark Wright is co-founder of Cavalry Media. As a communication graduate, he cut his teeth in PR before founding his own business. Email Mark at mark@hellocavalry.com or visit www.hellocavalry.com

Online Marketing

5 Steps To Grow Your YouTube Channel In 2019

As you make your strategic plans for 2019, look no further than YouTube.

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With over 1.9 billion active users per month – nearly the size of Facebook – YouTube is one of the most visited websites online and second only to parent company Google among the most searched websites today.

On the surface, one might look at YouTube as a place to watch music videos, stream video games online and tune in to one’s favourite vlogger.

However, YouTube is an untapped goldmine for small businesses and creators to make money – and it’s easy.

Whether you’re a real estate agent, photographer, website developer or a local coffee shop, maintaining an active presence on YouTube can help you gain precious website visits and drive leads as a result of the videos that you post. As an added benefit, your YouTube videos are discoverable via Google search also.

Because Google owns YouTube, you have a higher likelihood of being discovered through a video that you upload to YouTube related to your topic or subject matter expertise than a traditional Google search which crawls the entire internet.

For example, a quick search on YouTube for “Social Media Keynote” will pull up many videos from Gary Vaynerchuk and myself which dominate the first page of search results.

As a public speaker, YouTube has been critical in growing my business over the last year, which is why I have invested in having my keynote presentations recorded and uploaded to YouTube. Besides having excellent SEO ranking, YouTube also offers me a resource to host my video content as a digital portfolio so whenever a potential conference organiser reaches out to inquire about the services that I provide I can point them directly to my YouTube channel.

As you make your strategic plans for 2019, look no further than YouTube where 35-plus and 55-plus age groups are the fastest growing demographic.

From sports to music to business news, YouTube is the new cable television. Below are five tips for beginners on how to grow on YouTube when you’re just starting.

Related: 10 YouTube Channels Every Entrepreneur Should Follow

1. Have a purpose

As shown in the video above, I began my channel in 2014 and have created over 500 videos to date despite only recently hitting the coveted 10,000 subscriber milestone. YouTube growth is slower than other social networks. Therefore, you should have a clear objective or purpose for why you want to create video content.

In 2014, while working a full-time job, I started my channel to vlog my life, which to be candid isn’t all that exciting, and gave up after not seeing a significant number of views. It wasn’t until I began to record social media how-to, tutorial style videos like the ones you see today that my purpose became clear. So, what’s your purpose for being on YouTube?

2. Optimise video titles and descriptions

Think of YouTube as a video library meets the Google search engine. To get video views and subsequent subscriptions on your channel, you should research what else exists in the same genre or category. My process for creating videos on YouTube involves writing out the titles of topics that I am passionate about teaching and then researching both Google and YouTube to see what currently exists and what the top-ranking titles are.

Also, your description will contain critical keywords and phrases to help your video become discovered in search and also in Google’s algorithm. For example, if you’re creating a video on website optimisation titled “5 Ways to Rank High on Google!” you will also want to add in your description “Discover how to rank high in Google search,” “How do you rank high in Google search results?” and “Watch to learn how to rank high in Google search results with these easy tips.” The more times that you use a combination of phrases with keywords in your description the higher chance you have of your video being found.

3. Use TubeBuddy and VidIQ for tags

Similar to descriptions, you will want to ensure that your videos have keywords as tags to improve discoverability. Two tools which I use and recommend are TubeBuddy and VidIQ. Both tools offer a free and premium version and can be downloaded as a Google Chrome plug-in. With TubeBuddy and VidIQ you can get recommendations on what tags to insert into your videos as well as see how your videos rank in search results for set tags.

Going back to the “Social Media Keynote” search example, the reason why my videos rank high in search is that I have optimised the tags using TubeBuddy and also have the tags as phrases in the descriptions of my videos. The same methodology can be applied for any video or genre.

4. Teach your audience with how-to tutorials

I work with a lot of real estate agents and often advise them to start a YouTube channel dedicated to all of the things people can do in their city or town versus the traditional approach of sharing listings and home tours.

The same is true for most industries and professions. What are you able to teach that people are running a Google or YouTube search for (e.g., “How to do … “)? There are two reasons why people go on YouTube: to be entertained or educated.

Related: 3 Ways To Make Money On YouTube Without Adsense

5. Outsource what you cannot do alone

The most common objections that I hear from business professionals who want to dive into YouTube to create but don’t are access to equipment, lack of expertise for editing and time. In the beginning, a lot of my YouTube content was recorded with a handheld camera that I would carry around with me and prop up using a table tripod for how-to videos. I learned how to use iMovie and edited 200-plus videos – albeit not the best quality edits, but I taught myself a new skillset. Eventually, I began to outsource recording and editing to save myself time so that I wouldn’t be “in the weeds.”

Today, you can hire a videographer on TaskRabbit or Thumbtack for anywhere from $150 to $300 for the day. If you run a small business and need content, consider hiring someone who can shoot and edit and bring that person in every week. During your shooting sessions, have her record enough material for at least three or four YouTube videos which can then be turned into short-form, 60-second videos for Instagram, Twitter, LinkedIn and Facebook.

Following this formula, you would have over 200 YouTube videos in a year if you’re starting from zero and looking at or less than $10,000 of an investment to ensure that whenever someone runs a search for your industry, service or subject matter you are the person who appears and not your competition.

This article was originally posted here on Entrepreneur.com.

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Online Marketing

How To Know Whether Your Social Media Strategy Is Working?

Most business owners and marketers by now know that social media provides a huge opportunity for growing a business.

Jandre de Beer

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In a previous article I broke down how our online marketing agency Version Eight went from 0 to R1m in sales in 6 months with the help of digital marketing.

It’s a fact that the strategies provided in the above article might not necessarily work for everyone, however, another fact is that social media gives us the ability to build an audience, high quality traffic to our website, engagement with potential customers and lastly, but most importantly, it allows us to drive more sales.

The sad thing is that only 43% of marketers measure their digital marketing return on investment (ROI), and the main reason for this is because it can get quite tricky to measure the success of a strategy if you are not sure what to look for.

Similar to billboards and radio ads, social media is not a linear marketing channel. Yes, you can set up the necessary tracking scripts to show money in vs money out if your business revolves online, however, it’s a bit more complicated than that if your business has a physical footprint.

So, How Do You Measure the Success of Your Social Media Strategy?

1. Fan and Followers Growth

Because social media is not a linear line, we do have to include some “vanity” metrics into our reporting.

The main reason for this is because before someone becomes a customer, they first have to discover your brand and understand what you are all about.

Believe it or not, it’s never a bad idea to build your own audience on a channel like Instagram, Snapchat, Facebook or YouTube.

Yes, organic reach on these platforms are declining, but there is still a huge amount of value in building an audience.

For one, it helps you lower your cost per mile over time. On Facebook, small to medium sized pages can still get up to 10% reach.

This means if you have a 1000 followers on your business page, posting something will get approx. 100 people to see it free of charge, given if the quality of the post is good enough of course.

On Instagram some business pages are reporting a 30% reach!

So, the first thing that you should actively be tracking is your fan growth. Not necessarily your overall growth, but most importantly you’re your total amount of new fans per week.

Also make sure you are measuring the difference between organic and paid growth, as this will give you an indication on whether your paid strategy is actually working.

For those looking for some advanced tips and tricks to grow your Instagram business account, make sure to read our article on How to Grow Your Instagram Account for Free.

Related: 10 Laws Of Social Media Marketing

2. Engagement

After discovering your business, the next step would be to get these prospects to engage. By measuring your overall engagement rate you will get a clear indication on whether you are building a quality audience.

An average engagement rate on a platform like Instagram would be around 2-5%. This means that if you have 10k followers on Instagram, approx. 200-500 of them should be engaging with your content.

On Facebook the engagement rate will be a lot less, but it’s essential to measure your engagement rate so that you can get an idea on whether your audience is engaged with your brand or not.

If they are, then it becomes a lot easier to turn them into new and long-term customers.

3. Traffic to Your Website

Using Google Analytics (GA) you can track how whether people are actually taking the time to learn more about your business.

GA can help you dissect between organic, referral, email, social media traffic. Ideally you want to see an increase in social media traffic if you are spending money on social media.

Also, ensure to measure the bounce rate and time on site of your social media traffic as this is usually a strong indicator on whether you are reaching the right people on these networks.

Lastly, by using UTM links you can actually measure what social channels are driving the most traffic. The reason I would advise using a tracking link is because GA isn’t usually that accurate when it comes to differentiating between Facebook, Facebook Messenger, Instagram, etc.

By using a tracking link you will just be gathering more accurate data.

4. Repeat Visitors

Again similar to a billboard and radio ad, it’s about putting your brand in front of people all the time. This is why tracking repeat visitors, as well as where they are coming from is so important.

If someone has visited your site for a second, or third time in a period of a month, then it’s a good chance that he or she might convert into a customer once pay day arrives or once you launch that promo you’ve been thinking about.

Related: The Seven Rules Of Social Media

5. And Finally, Sales

If you’re an online business, then it’s a lot easier to measure your ROI from channels like Facebook and Instagram, as by having a Facebook Pixel installed on your website you will be able to track how many purchases have come from your social media ads.

This will give you a clear indication of money in vs money out.

However, if you are a physical store it might be a bit more tricky. Facebook launch offline conversions a few years ago and has been approving on the functionality of the feature.

By using Facebook offline event tracking you can request your customer to provide his or her email address and if you import that into Facebook it can identify whether or not that customer has seen one of your social media ads.

Now, that doesn’t always mean the person became a customer because of your advertising, but at least it’s a metric that can help you sleep better at night knowing your ad potentially had impact on an in-store sale.

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Online Marketing

WordPress Vs The World: Building A Website In 2019

Building a website on your own can be daunting, but it doesn’t have to be. With CMS platforms like WordPress available for free, anyone can design their own website.

Steven Slotow

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Just How Did WordPress Capture 60% Of The Web?

To the everyday person, WordPress may be well-known as an online platform where anybody can set up a quick site and create a personal blog about their hobby. However, for many, many businesses worldwide, this leading Content Management System (CMS) is actually the foundation of their entire web presence and the back-end editor of their website and landing pages.

WordPress emerged about 15 years ago, amidst the rapid growth of the World Wide Web, and has quickly become a solid favourite of website builders, both amateur and pro. But why? WordPress’s popularity has, in a large part, been thanks to its strong and active community of followers and users. WordPress is user-shaped with hundreds of developers worldwide contributing continuously by imagining, building and supporting thousands of themes and plugins for the CMS platform that keep it constantly evolving into a better version of itself.

Related: How To Create The Best Small Business Website: 5 Easy And Effective Steps

Just How Popular Is WordPress And Why?

According to web survey organisation W3Tech, WordPress runs a little over 32% of all websites on the Internet. That’s nearly a third of the entire web! Once narrowed down to only sites that are run using a CMS, the numbers translate to WordPress having nearly 60% of the pie. Aside from nurturing a growing community of user-generated plugins and themes, what else contributed to WordPress’s success?

Who doesn’t like a freebie?

The answer is “nobody”, and that’s why WordPress’s most crucial drawing card is that it’s accessible for free. It’s easy to download and offers an open source code, so you can make changes to tailor your website in the ways that you need.

Usability

WordPress is accessible and easy-to-use, with a wealth of features to choose from. You don’t need to be a professional coder or web developer to design a website with WordPress. In many ways, WordPress has cut out the middleman and provided an opportunity for any and everybody to try their hands at web design.

Innovative Plugins & Themes

The ability to mix and match features and looks is among the key components of WordPress’s consistent growth. With plugins, you can customise your website’s features with additional software. With the various themes that are added daily, you get to choose a style for your website that goes with your business look.

Related: 5 Mistakes To Avoid When Building A Website For Your Business

When its not WordPress, it’s…

WordPress may own 60% of CMS-based websites, but who is ruling the rest of the coop? There are a variety of other CMS options to consider for building a website, and often these options are catered specifically to the type of website you’re looking to build. There’s:

  • Wix – an incredibly simple and user-friendly website building platform that’s probably best known for “not having as much to offer as WordPress”. This might sound like a negative, but for many first-timers building a website, this is actually a much better alternative to what can sometimes be a bit of a complicated WordPress back-end.
  • Shopify – toting itself as the preferred CMS option for anyone wanting to build an online store, Shopify is purposeful, directed and won’t disappoint. The platform is secure and reliable and opens itself up quite well to a multitude of marketing techniques to drive business to the store.
  • Weebly – works well for small-scale entrepreneurs, helping them to build websites and even facilitate e-commerce. It’s a simple drag-and-drop platform that is inexpensive and intuitive. However, it lacks the community support of other platforms like WordPress.

So get experimenting and pick a platform. Once you’ve found what works for you, website building on your own is really about experimentation, trial and error and some late nights in the glow of a laptop screen.

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