A Primer on Google AdWords—What it is and Why it Works

When you Google something, you know those ads that appear down the right hand side of the page? Do you ever wonder how they got there, and why they always happen to relate to whatever search term you’ve entered? That is the magic of Google AdWords.

Technically Speaking

Google AdWords defines itself as, “an automated auction.” Basically, Google AdWords works by linking keywords used in search terms to keywords used in ads you create. This means your ad can appear next to the results when someone performs a search containing your specific keyword. To get a bit more technical, Google AdWords is a CPC (cost per click) advertising platform. This means you pay each time someone clicks on your ad.

Getting Started

The Google AdWords website has several tools to help you get started, including a comprehensive beginner’s guide as well as a 19-step checklist to help make sure you are getting the most out of Google AdWords.

Once you have created an account, the next step is creating a campaign. Creating a campaign has three aspects – campaign settings, the ad itself, and keywords:

• Campaign settings. These settings allow you to choose the language your ad will be in as well as the location your ad will be targeting. You can also choose whether your ad will run in Google’s search results or in Google partner sites as well. Additionally, the campaign settings are where you are able to decide on a daily budget for your campaign as well as your maximum CPC bid – the maximum amount you pay when someone clicks on your ad.
• Ads. Google AdWords formats ads with a headline, two lines of descriptive text, and a display URL. This URL determines where your potential customer will land when your ad is clicked on.
• Keywords. Keywords are the crux of your ad. They are the words and phrases someone would use to search Google for your particular product or service. Your keywords will determine which searches cause your ad to appear, so choosing the right keywords is crucial.

Quality and Cost

Google AdWords allows you to control your budget. You can either set a daily budget, or you can choose the CPC bidding option. With a daily budget, you can choose how much you are willing to spend on your campaign each day. However, the smaller your budget, the fewer times your ad will appear. With the CPC option, your bid helps determine your ad’s position on the page. Usually the higher your bid, the higher your ad’s position will be.

The quality and relevance – usefulness – of your ad, its keywords, and the website your URL leads to is critical. Ads are given a Quality Score, which is a measure of relevance of your ad, keywords, and website. In addition to your bid, your ad’s Quality Score plays a part in determining your ad’s position on the page. Generally, the higher the Quality Score, the less you will pay for a higher position.

Need Help?

While it is certainly possible for a business owner to successfully utilize Google AdWords, the service works best when you’ve got a significant amount of time to invest using and fine tuning it. That’s where a Certified Google AdWords Provider comes in. If you have any questions or need help with setting up or maintaining a Google AdWords account, please contact us in the comments section below.

How to use Google + and LinkedIn for your Small Business

As a business owner, you may continually ask yourself how you can develop additional revenue and exposure. There are many ways to advertise to promote your company. Your eye is always on becoming a recognized force in your community. Besides having a solid reputation, a stellar work ethic, and unbeatable product, you need a presence on the web and a way to interface and develop contacts.

Social networking clearly permits you to develop and establish relationships with other individuals. You can harness social networking to increase your market share, develop your reputation, and inform people of your company.  Two great ways to increase your company profile and exposure are to join Google + and LinkedIn. Each allow you the opportunity to network and make connections with individuals and businesses. In using these social networking tools, you can increase your web presence and associations.

LinkedIn: 

LinkedIn is a professional social networking site where you can post a profile and invite connections with other individuals. Once connections are made with an individual, you can create secondary connections with affiliates. LinkedIn also allows members to increase their profile while allowing introductions to mutual connections.

With LinkedIn, you can also form groups with similar interests and associations to increase your presence. As a small business owner, it is imperative to spread the word about yourself and your company. LinkedIn is free advertising. 

You advertise yourself and in conjunction, you advertise your business. This is a win-win situation when you can:

• Build a profile
• Link your business webpage
• Add your Twitter account
• Invite associates and colleagues to join
• Get in touch with former co-workers and your college roommate
• Contact associates and customers and have them send in reviews to post

Google+:

Google+ is a set of tools that can assist you in staying engaged with your customers. Each application is separate and can be used to direct the flow of information. The tools are Google+ Circles, Sparks, Hangouts, Huddle and Instant Upload. Each one can be utilized to increase market share, convey information, and develop relationships with your customers. Here are some of the features:

• Google+ Circle: This feature allows you to group people in circles, so information is shared with only the people you designate. This powerful tool will allow you to direct and update certain customers about information on their specific product. Priceless.

• Google+ Hangout: Here, you can engage via video with up to 10 customers at a time. You can have face-time with a client or clients to explain an upcoming product or important information.

• Google+ Huddle: From here, you can connect with up to 6 people via text at one time. This can increase your efficiency with employees and customers.

• Google+ Instant Upload: Your business can create their own photo album online and easily share uploaded photos. This tool will be a great way to introduce new products, highlight sales, or remind customer of your super products.

Google+ and LinkedIn are two ways to increase your company profile and grow your small business.  Both of these channels add valuable tools to your online marketing toolbox so that you can boost your web presence and enhance your company’s bottom-line. Get started today and begin a networking relationship that is beneficial to both you and your customer.    

Maybe you’ve already used these or you are still unsure of how they can benefit your business. Leave your comments or questions below, and we can show you how to harness the power of these Internet marketing tools.

We invite you to contact our offices at Flyline Search Marketing to find out more about how Social Media Marketing, Social Networking and other Internet Marketing tools can help you grow your business. 

                         

Letting Your Customers Know about Your Business Move through Social Media

If the time has come for your business to relocate, all you need to do is a few quick status updates and you’re done letting your customers know, right? Not so much. Assuming your business already has a social media presence – and, if it doesn’t, there’s no time like the present to get started – you can use social media to great advantage before, during and after your business move to ensure your customers both old and new know exactly where to find you.

Before the Move

As soon as you know your business is relocating, it’s time to start laying the groundwork for the move.

• A good place to start is at your business’s main website. Your website will act as a central hub all your social media outlets can refer back to. Announce the move on your website’s landing page. Include information, such as when the move is taking place and where the new location will be as well as when your old location is closing and when the new one will be open. You can then expand on the details of the move on your website’s blog.
• Once your website and blog have been updated, begin updating your social networking sites. Reach out to customers not only with promotions and specials but do so with engaging and interactive content that encourages your business’s followers to get the word out.

During the Move

It’s extremely helpful and reassuring for customers to know your business can still provide goods and services over the course of the move. If you have an electronic storefront, be sure to let customers know they can still do business virtually and provide details on how.

• Make a personal connection and bring your customers along for the ride during the move by Tweeting and blogging about how the move is going.
• Build anticipation and excitement about the new location by including pictures and video of the move in progress as well as updates on how the new location is shaping up.

After the Move

Once you’re done moving and your business is open at your new location, it’s time to celebrate! Trumpet the occasion with great fanfare on as many of your social media outlets as possible, inviting customers to come and take a look. Don’t forget to thank all those who followed and supported your business during the move and helped make the new location’s opening a success.

A Little Birdie Told Me

Even if you’ve done your best to keep customers up to date with your move not only on your business’s website, but also on every social media outlet available, there still may be customers looking for you. Twitter is a particularly useful tool for shepherding lost customers. You can monitor Twitter for comments about your business and direct customers to your new location. Also consider printing out and mailing move announcements to your customers.