Posts Tagged ‘pay per click advertising’

Missing the low hanging fruit!

October 7, 2012
Low Lying Fruit!

Will the penny drop ?

If I do a search for what we do online we’re nowhere to be found” barked my client down the phone. This was obviously a big deal to him as well it should be!

After all this was the low hanging fruit – the potential customers out there who have already decided that they want what you are offering and are searching online to find it.

We didn’t do your website for you, it hasn’t been optimised properly which is part of the problem and if you make a few simple changes it will make a big difference” I explained.

Ok, ok, I must get onto the website crew” he eventually calmed down, “Is there anything we can do for now?” he asked.

I suggested a Google Adwords campaign to ensure he had a web presence (in adverts) where key search terms were used – at least until his website would start performing organically.

Perfect, it’s vital that our website always comes up first” he explained, “Can you do it ASAP?

He was right – for his sector a strong web presence was an absolute priority.

We quickly put the Adwords campaign in place and this corrected his lack of web presence immediately. For a reasonable daily budget we ensured that all relevant web traffic found his website and this was done on a pay per click basis – you only pay when a user clicks on your advert and comes onto your website.

A few weeks later we had a review meeting with our client – we covered the PR coverage and we also discussed the effectiveness of his advertising spend, which he was looking after himself.

As I had set up the Google Adwords campaign for him I gave him a detailed report showing how many times his adverts were shown, how many times the adverts were clicked upon and the traffic that came onto his website as a result.

We could see in detail the keywords and search terms that had generated the most traffic and the cost of each of these.

Budgets were a little tight he explained because he had committed to a long term advertising plan (obviously to a good salesman – or woman as it turned out to be) with a particular publication (no problem there) and a local radio station (totally wrong demographic ….but he got a cracking deal!).

I want to stop my Google Advertising” he declared.

Hmmm, “No problem, but you do know when we stop that advertising when anyone searches for you online, they just won’t be able to find your website? ” I explained.

I want to stop it” he repeated.

His sudden stance staggered me – despite the previous declaration of intent by this fairly clued in operator he still opted for an advert that he could see in the paper and hear on the radio rather than pay for this online Adwords “stuff” that absolutely guaranteed a web presence for hot leads, the low lying fruit!

I had nothing to gain from the argument, I had explained the “risk” as clearly as possible and he had just made up his mind.

Ah well … that penny will drop all by itself when the low lying fruit drops somewhere else! (I’m waiting for the call ..)

Greg Canty is a partner of Fuzion

(I did help him with the optimisation of his website, which will take a while to fully kick in – he is now appearing on page two for relevant Google searches instead of page 8!)

Fuzion offer Web Marketing services including Google Adwords campaigns for clients

Sniper Marketing

February 21, 2011

Online Marketing

Should your be more specific?

If you throw enough mud at a wall then eventually some will stick! – you have often heard that expression and when it comes to advertising and in particular at a time when most people are carefully watching their budgets. It can cause problems when it comes to justifying spend in this area.

Influenced by this very argument and also because it often makes total sense, where appropriate we encourage most of our clients to allocate some of their advertising budgets to on-line Pay Per Click advertising, or sniper marketing as we like to call it.

With some of the recent and new on-line tools it is now much easier to target your exact target audience for your product or service, just like a “sniper” would. Why advertise to everyone just to get the attention of a narrow more exact target audience?

With a combination of Google Advertising, Facebook Advertising, and even LinkedIn advertising it is possible to target your customers very specifically.

Most of these initiatives operate on a pay-per-click basis so you only pay for results, even though you can also achieve some visibility for free with those who do not click on your adverts. Just to replay that in simple terms – You only pay when someone has clicked on your advert and come to your website or facebook page. You do not pay every time your advert is shown.

To briefly explain how each of the platforms work:

Google Adwords – here you select (or bid on) keywords that when searched by a user will activate your advert. You can limit your adverts to a specific area or location. You can actually go further and specify which page on your website the user will land on when they click on your advert. Let them find exactly what they want as quickly as possible.

Facebook Advertising – This is quite different to how Google works. Here you target demographics – you can specify types of people in different areas and even with declared special interests. With adverts here you have a choice of bringing bring them to your website or your Facebook business page (this can be very effective in building followers on your page).

LinkedIn Advertising – Advertising here operates more like Facebook with the exception that the environment is much more corporate. You can target types of people, making choices about location, company size and even levels of seniority.

With all of the above options you can control your campaigns by setting daily budgets and also by limiting how much each click will cost. Google reporting in particular can provide you with very valuable information about your customers. (they are all relatively easy to set up but I would strongly advise seeking professional help setting up these campaigns as you can easily make expensive mistakes – they never refuse your money!)

To support this activity you might also consider email marketing – use an on-line email newsletter service (there are many good value options such as MailChimp and Constant Contact and for more sophisticated requirements you could try Newsweaver) to your database of contacts, reminding those who you have already developed a connection with of you and your services.

This sniper approach to marketing can work for all types of businesses as diverse as:

The Ballroom Dance teacher who can target engaged women in Cork with his adverts for dance lessons to get them ready for their first dance at their wedding (there are 1,210 of within a 20 km radius of Cork City!) – Facebook is perfect for this.

The Tax Consultant who wants to target senior executives in Ireland for specialist tax advice – this can be done by advertising on LinkedIn.

We find that on-line campaigns can work very effectively as part of an overall campaign for clients to achieve their objectives.

Could this be something that would form part of your Marketing Plan in 2011?

Greg Canty is a partner of Fuzion Communications