I had a colleague contact me about a prospect the other day. They said their long time client wanted to promote a new service but they did not want to do pay per click, maybe remarketing or social media instead.
The prospective customer told me he had a new seasonal repair program for his business and wanted to get the word out and get his phone to ring for bookings – like now!
In my honest opinion as a internet marketing and web visibility expert pay per click using Google AdWords is the best way to promote a new service of this nature. Here’s why…
When you have a short time period to get results, AdWords delivers immediately. Social media promotion will depend on the size of your fan base. There’s no purpose posting a promo to Facebook and hoping to get results if you have 10 followers! Now Facebook pay per click may be an option and a good one for some prospects, but never drive traffic to your Facebook page – rather drive traffic to your website.
When you need to get the word out fast, AdWords delivers. Blog posting, social media postings are great but build slow organic momentum. I do not consider either strong and immediate lead generators.
Remarketing is great for most businesses, but not for immediate returns. But, remarketing IS an AdWords product and USES a pay per click model. It may take some prospects a week to build the 100 cookie list that is needed to show ads and for others it may take more than 30 days.
If you have less traffic you will not get an immediate response in fact ads won’t even show until you have the right number of cookies. Also remember even remarketing competes in the AdWords auction, your bid has to be high enough to get Display Network placement with Google.
For the majority of prospective customers, AdWords is the best fit for immediate lead generation. If you want to chat about your needs, I encourage you to visit our website to review our pricing and program and then give me a call to chat about your needs.
Prospects hate to hear this, but for multi-state and multi-national selling businesses, placing organically is almost “mission impossible”.
Here’s Why Google is Making It So Hard
With the expansion of AdWords ads at the top of the Google.com search page and top ads showing site links, callouts, snippets and other valuable deep links to your site, AND Google placing location specific results from Google Maps just under the four AdWords ads in many cases, organic listings have been pushed so low they are not seen.
As AdWords increases relevance with new extensions, readers no longer feel that they have to look at organic listings. Click activity is increasing at the top of the page and decisions by buyers are made before they even scroll to the bottom of the page to see organic results.
Add to that the fact that with personal history in your search results top organic placement is a target that you cannot consistently hit across a wide sector of viewers.
A business can no longer rely on organic activity to drive meaningful sales. AdWords has become the new visibility tool and the way to move your website listing to the top to get the attention you need to drive sales.
AdWords is updating the AdWords call extension, and it is worth taking a quick look in your AdWords account to assure that all is as it should be.
AdWords sent out a notice this past week that it would pick up the phone number from the Google My Business account for the AdWords call extension instead of the phone number that you may have listed in your AdWords account, but only if you are using location extensions. If you are not using location extensions, this is not an issue for you.
Check Your Numbers
Here’s what you should do to assure that you have the phone number you want to show properly update in the AdWord call extension.
Check first your AdWords call extension phone number.
Then click the synched link for your location extension. This will take you to a data page that will show the address and phone number on record for you with Google My Business. Check to make sure you like what you see.
If you don’t make sure to login to your Google My Business account and update the phone number to your desired number.
Google clearly wants the Google My Business page to be the primary place you would do address, phone and service updates.
If you are a do-it-yourself AdWords account manager for your own business, and have never hired a professional manager, here are some things that you may be missing out on using that will boost performance.
I frequently see that a diy (do it yourself) AdWords manager does not understand the power of using extensions. Most frequently callouts and location extensions are not being used. Sitelinks may not be tailored to the ad group, and phone extensions are set up to not use Google Forwarding and recording calls as conversions.
More frequently than not, I see manual bidding used in self-managed AdWords account. Using automated bidding you may see up to a 30% boost in traffic. Using CPA bidding or cost per acquisition bidding you may see a drop in clicks but as much as a 20% increase in conversions.
Most frequently I see that account owners who are managing their own AdWords accounts are not using dynamic keyword insertion in ad text. Using dynamic keyword insertion increases conversions. When ads are A/B tested with and without dynamic keyword insertion, those that insert the keywords always out perform the other ads.
If you have been managing your own AdWords account and frequently think that AdWords is not performing or is simply too expensive, it is time to get professional help.
With over 10 year of professional AdWords account management experience, McCord Web Services is the resource you need to whip your AdWords account into shape and have it start performing for you.