Optimize any Google AdWords campaign with LXRGuide, a game changing paid search recommendation engine. This revolutionary platform harnesses account performance and forecasts data to deliver recommendations that will improve campaign success.
For many businesses who are trying to grow a smaller brand, understanding the best paid search marketing strategies can become a daunting task if time is not invested in it.
You have to understand your target audience and how to cut through the constant state of disruption and saturation.
If you plan on creating brand awareness with your business, you need to draw online attention (eyes) to the products you’re selling through the digital marketing strategies like paid and organic search, social media marketing, video marketing, voice search marketing, etc.
For the purpose of today’s article, we’ll focus on pay-per-click strategies found within the umbrella of Paid Search Marketing.
What is the difference between Paid search vs. Organic search?
Organic Search is a “natural” search allowing your business listing to show up within search engine results (SERPs) without the use of paid listings. It is solely based on the relevancy of the search query, links, domain authority and other ranking factors entered within a search engine (Google, Bing, YouTube, etc.).
It should be viewed very similarly to the growth of organic vegetables whereas the process of developing organic search results, while long, needs time to be sown, developed and harvested. Frequent content creation surrounding this business and its products needs to be created and cultivated.
Paid search is the ability to market a product, business, or service online through the sponsored section found within SERPs or a partner site. Pay-Per-Click is a form of paid search marketing. Each time a search query is entered into a search engine and a business’ ad appears, a user has the ability to click on a “paid search ad” for more information on that particular product. That business is then charged for the click of that ad with the end goal hopefully leading to a product transaction on their website.
Why do small businesses still invest in Pay-Per-Click (PPC) marketing strategies?
Pay-per-click has the ability to target an audience quicker and bring more visitors to your website than organic search results. Although it can be done quicker, it does not mean it should be implemented without any preplanning or a budget built for it. As well, paid search marketing should never be done on its own. Using both marketing strategies will help your business build authority and awareness, turn prospects into customers and become repeat customers.
How will Paid search help eCommerce businesses in 2019?
Ability to be at the top of the search engine paid results. It’s always possible to improve your organic search results in hopes that you can rank organically within SERPs with a featured snippet, with paid search and a marketing budget, the possibility is higher. This is really important for mobile searches, where marketers and advertisers are putting 51 percent of their budget into mobile ads. (Impact, 2017)
Target a specific audience of buyers looking for your products quicker (age, location, device, gender)
Increase brand awareness around your business, products, and services
Why Does Paid Search Marketing Matter?
If you’re a business using paid search marketing like pay-per-click through Google Ads or Bing, then you’re already familiar with the ability to create targeted ads for your products. However, if you’re the one managing your ads, then you’re also very aware of the time it takes to review your results weekly, make changes where needed, increase bids, and keep your ad copy fresh.
However, if you could utilize a pay-per-click recommendation tool that sent you daily suggestions on areas within your Google Ads where you could increase revenue or decrease wasted spend while spending as little as 7 minutes a week instead of 7 hours a week, would you use it?
It’s finally happened. Over half of all web traffic is now generated on mobile devices (Statista, 2018). Let that number sink in for a moment. Over half! Now think about your website. When you built it, did you expect that over half of your customers would see it on a mobile phone? Remember, often times your website is your customers’ first impression of your business. And, like the cliché goes, you can only make that impression once.
If the above makes you nervous, fear not. Chances are, if your website is reasonably new, it’s already responsive to multiple screen sizes and devices. At least partially. However, just having the page change sizes and render on different devices isn’t enough. You need to optimize your site by ensuring that you prioritize the mobile design while you’re designing or modifying pages and assets that are going on your site. As the popular and overused (including this headline) expression goes….”think mobile first.” It’s a simple concept. When you first see any design for your website, make sure it’s the mobile view first. The rule of thumb is if you can make a great mobile website it will scale to the desktop much easier than vice versa. Sadly, even now many designers will start with the desktop view when presenting designs to clients.
If you’re not in the design phase of your site you can still do some simple things to improve your mobile experience.
Ensure images are sized properly to scale to multiple breakpoints on your pages and don’t blur or stretch.
Make sure when you’re testing new headlines and copy that it doesn’t overlap over important parts of an image, become too large or too small or bunch up and become barely legible.
Try to treat web copy with brevity so your pages will have proper negative space and do not lengthen unnecessarily.
Double check that links and buttons are large enough to be tapped easily from a smartphone or tablet.
This is just a sample of ways you can improve your mobile experience. For more information, please contact us at email@example.com. We’re here to help.
On Sunday, March 10, at 2 am, daylight saving time begins. We all “lose” an hour in the day when we switch our clocks ahead and many will feel the effects as their sleep is temporarily disrupted. That got me thinking about other time stealers and is it possible to add time back to one’s day or at least make it feel that way?
I work on a daily basis with small business owners, most of whom do not have excess time in their days. Often, they play multiple roles for their business. They are salesmen, marketers, financiers, and customer service representatives all rolled into one. There are only 24 hours in a day and small business owners need to maximize every one of those hours by finding efficiencies wherever they can.
Here are three tips I’ve learned on how they have successfully “created time.”
Create a To-Do list
Make a list of all the things you want to get done and then prioritize accordingly. That way, if you get pulled in another direction for a bit, you can easily get back on track and ensure your top priority items get done and don’t fall off the radar.
Automate whenever possible
Billing, reporting, marketing, online ordering, inventory, etc. Depending on the nature of your business automating any one of these operations can add precious time back into your day. Start by taking a look at what processes consume the largest amount of your time. Is there is a way to automate part or all of the process? There are both free and fee-based tools that can help you in numerous areas.
Leverage your peers and community
Make sure you network with other business owners, locally and online… you can get new ideas, learn what works and what doesn’t work for them, and most importantly, maybe they can save you time from going down a path they already went down and help you avoid pitfalls.
While it’s not possible to add more hours in the day, you can maximize your time by using it wisely.
The key is in not spending time, but in investing it.
As small businesses, we’re all looking for the best ways to communicate with our customers in the most effective way possible. We know how important it is that our customers hear from us and that we develop strong relationships. Yet, when we think about “how” to do this, we might not know where to start. Or we believe that we must draw up these extensive plans and campaigns. And yet, it might be a bit easier than think.
Here are three ways you could begin communicating with your customer base today.
1) Just Reach Out To Your Customers
This is the best way to get a temperature read of how your customers are feeling. Make a list between 10-20 of your customers who had both good and bad experiences (don’t just strive for the good ones lol). Send each one a personal email simply saying you are reaching out to get their feedback and would like to hear from them. Let them know their importance and value to your company and that their input will help the future growth of your products or services.
Then listen to what your customers have to say. The good, bad, and ugly. Do not dismiss their feedback or become critical of it. They are the ones using your product and making an immediate decision if they will come back again or go to a competitor. Hearing what your customers have to say will only allow you to enhance the quality of your product and service that will ultimately build your community of faithful followers.
Once you hear back from your customers, the most important decision you face will come next. What will you do with the feedback you have received? Will you begin implementing it right away and making those changes. Or will you acknowledge it and put it on a to-do list that will get overlooked and forgotten by your day-to-day responsibilities? The decision you make will strongly affect the direction of your business and the trust you are trying to create with your customers. Understand the importance of your customer’s feedback and decide what changes or enhancements can be implemented right away and what would need some planning. But perform both! Even if it requires a bit of planning, get together with your team and work on a plan to implement those changes.
2) Education and Engagement
In what ways are you educating your customers with further knowledge about your product? Are you creating blog posts about it and then sending it to them in a newsletter? Are you sharing knowledge through social media channels with small micro-content? Are you creating a short video that shows your customers different ways to use your product?
If you are, great! What areas do you find has the most customer engagement? Then create more of it.
If you currently aren’t, no worries. You can get started today by creating a blog post, a Facebook post, or even sending out a tweet. There’s no right or wrong way to get started. But just get started!
Once you start educating your customers, how are you keeping up with engagement to ensure your customers are hearing from you? Here’s where you can start developing a plan with your team and getting creative on your communication efforts.
3) Tools (to make your life easier)
When considering what tools can you use that will help you communicate with your customers more effectively, ask yourself questions that will also help grow your community. Such questions might be:
Will these tools help to plan out a monthly newsletter and inform my customers on updates?
Will these tools allow a feedback survey to go out automatically a few days after a customer makes a purchase?
Will these tools help to respond back to customer questions in a timely manner?
Whatever tools you decide to use, they should help you in actively engaging with your customers, while most importantly allowing you to build your community of followers.
Practice What You Preach
If you have been in contact with our team recently, you might have noticed that we used our own tips when we wanted to change how we were communicating with our customers. In reaching out to our loyal tribe, we heard your feedback (yes, all the good, bad, and ugly — see we did it lol) and started to execute what we could right away while creating a road map for future enhancements.
So we’re excited to announce some updates you can expect to see in the upcoming weeks.
We will be launching a new customer support system called Intercom. This will allow our customers a simple and direct way to reach out to us and get answers and further education and knowledge on their questions. This will be easily accessible from within your LXRGuide dashboard or you can reach out to us directly at firstname.lastname@example.org. We’ll be having a webinar to discuss more product updates so be on the look out for that very soon!
How are you currently communicating with your customers and what changes have you noticed? We’d loved to hear from you so drop us a comment below!
With spring less than a month away, are you ready to enter Q2 with a solid plan to attract new customers? Many retailers saw healthy online sales in the fourth quarter leading into the new year. But how do you continue that momentum through Q1 and beyond? And for those retailers who didn’t, how do you adjust your marketing to amplify results into 2019? The first step is to evaluate your current sales and marketing mix before the end of the quarter and ensure you have a solid plan for growth entering Q2.
Roughly three quarters of consumers research a small business online before buying from them. Yet, only a quarter of small business invest in online marketing. Why is there such disparity? Lack of time and knowledge to learn how best to advertise online is one reason. Previous lack of results may be another. Finally, limited budgets require confidence that an investment in marketing will result in a return. However, these are not reasons to defer your online marketing dollars to another day. On the contrary, these reasons are exactly why spending in online advertising is so important. These obstacles are easy to overcome with some planning and some help and can stretch your marketing dollars further.
As you look ahead to the next few months of the year, decide whether you feel comfortable with your current sales results and future projections. Do you have attainable sales targets going forward and do you have a plan to achieve them? If you feel comfortable where you are, can you do more? If you don’t feel comfortable, how do you get there and can online advertising help? As you look to end Q1, ask yourself if you’re where you want to be, whether you’ve set attainable targets and whether you feel comfortable with your plans to achieve your results.
Have questions on your online marketing mix? Contact us at email@example.com for answers.
As we welcome fall here at LXRGuide, we wanted to highlight some updates from September:
Feedback on new interface
Last month we released an updated interface for the LXRGuide dashboard and we want to know what you think! We’ve had a few users send in their feedback, but now we’ve added a feedback button to allow you to leave comments right in the dashboard.
New email reminders
You’ll now be able to see even more info about your tasks right from your inbox. The new email reminders will show you the title of each type of task available, in addition to a description. All you have to do is log in and post those tasks!
Any other feature you’d like to see in LXRGuide? Don’t hesitate to shoot us an email at firstname.lastname@example.org!
Good news: Google is improving expanded text ads by making them even longer. You can now add a third headline and second description to your Expanded Text Ads!
You can now add up to three 30-character headlines to three 30-character headlines to your expanded text ads. According to research from NetElixir the CTR for ads with long headlines is 38% higher than ads with regular headlines, so that’s why this is such a win in our books.
In addition to a third headline, Google has also introduced a second description field. You can now add up to two 90-character descriptions to your ads (the character limit was also increased from 80 characters).
Note: These Updates Won’t Always Show
The most important thing to keep in mind here is that the third headline and second description may not always show. If a user is viewing your ad on a device with a small screen, the ad may only show two headlines and one description. Due to this, you’ll need to make sure to include all of the important information in your first two headlines and first description.
Keyword match types determine what search queries can trigger your ads in Google. There are 4 keyword match types in Google Ads: broad match, broad match modifier, phrase match and exact match. Broad match will trigger your ads for the widest range of searches while exact will only trigger searches that match the keyword you input. We put together the graphic below as a quick reference point for differentiating between match types while setting up your campaigns.
Keyword match types defined:
As I mentioned earlier, broad match will trigger the widest range of search queries. This match type can trigger searches including misspellings, synonyms, related searches and other relevant variations. If you’re wondering what “close variations” actually means, here’s what Google had to say:
Close variations include misspellings, singular forms, plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. So there’s no need to separately add close variations as keywords.
In our example, the keyword kid’s shoes can include pretty much include any search query that is related in some way to your keyword. As a result, broad match keywords will typically use up your budget the quickest. If you add your keywords to your account without a modifier, they will be added as broad match by default.
Broad match modifier
The next keyword match type is broad match modifier. By adding a plus sign before each term of your keyword, you are telling Google to include those terms (unlike broad match which might not include all of your terms). Going off of our last example, the keyword +kid’s +shoes can include any search query that includes your modified terms or close variations.
Phrase match keywords tell Google that you only want your ad to show for searches that contain your chosen terms without recording the terms. To add a keyword in phrase match, you can add quotation marks around the keyword you want to add. If you add the keyword “kid’s shoes” to your account, your ad can be triggered by any search including those terms in that order. For example, this keyword might include buy kid’s shoes size 6 but would not include buy size 6 kid’s shoes.
Your final option of the 4 keyword match types is exact match. Exact match is the most specific match type as it will only show ads for searches that are an exact match or close variation of your chosen keyword. In order to add a keyword in exact match, you’ll need to add brackets around the keyword. For example, the keyword [kid’s shoes] may include the searches kid’s shoes, kids shoes or shoes for kids.