Most large companies use a small portion of Google’s AdWords potential. This is especially true for small businesses that would benefit the most. The following are a few tips on how local small business can leverage Google’s AdWords platform even if they don’t have the most robust online presence.
1. Using AdWords to increase Traffic and Leads
A compelling ad will generate traffic right away and you don’t need a PHD in advertising for top rankings. Notice the headlines of the top ads in the screenshot below: “Illinois Injury Lawyers”, “Coolidge Law Firm”, and “Knee Replacement Injury?”. Ingenious!
This rule goes for anything you’re trying to advertise, use the headline to differentiate your ad. This will greatly increase your conversion rates and traffic. Try something catchy like “Drunk Driving Attorney Massachusetts” or “Beat OUI Charges Today”.
Unlike national campaigns where keyword selection is much more complex, local ads don’t require hundreds or thousands of long phrased keywords. Instead, if you geographically limit the campaign to a city, you can successfully bid on broad match short-tail words like “law firm” or “OUI.”
AdWords is more important than SEO for local searches, between the ads, maps, and local listings; the top organic listings are often below the fold, as this screenshot below demonstrates:
2. Test messaging and keywords for online and offline marketing campaigns
Even if the local search volume is so low you can’t generate leads, AdWords can still be a very useful tool. By using multivariate testing on different ad campaigns, businesses can find the content that converts at the highest ROI. Leveraging this information is critical for other offline marketing like print ads, radio and TV, and directory listings.
It’s common for one ad to outperform another by 5 times. Imagine leveraging that improvement across all campaigns.
Another trick is to use the Display Network which should generate about 10 times the traffic of search. The “cost per clicks” (CPC) are usually half of standard search, so the Display Network is the perfect place to fine-tune messages, offers, and calls to action.
3. Remarketing for Lead Generation
Remarketing is one of Google’s most powerful and best kept AdWords secrets. You’ve experienced remarketing if you’ve ever seen an ad “follow” you around the web. Here’s how it works: you visit a website using the Google Adsense network and Google placed a remarketing cookie on your computer. Now whenever you visit a website in the AdSense network, Google checks for this cookie and shows you ads based on websites where you’ve already demonstrated interest.
When done well, Remarketing can make the smallest business feel like a giant. Remarketing is a great option since it focuses on a very targeted and highly qualified person who have already visited your website.
Here’s a powerful local twist to remarketing: when you get an inbound call, try to take the visitor to a page on your website where have the Google remarketing code like a demo, a price page, a feature page; whatever helps educate your prospect. Now your ad will follow the prospect around the web. Instead of being one more forgettable contender for the prospect’s business, you soon become the dominant player; the obvious choice.