Competetive Marketing

Starting on Pay Per Click Ads, Better Get Your Site in Order

Dec. 28, 2018

Click on Mouse

Before starting on a Pay Per Click ad campaign you really need to make sure that navigation is easy for novices and the like and all are working as planned. I bring this up as the very first item is that now that you are going to be paying for traffic, you better make sure people can navigate using your landing pages and website.

I would also at this time recommend auditing the site:

One of the websites we recently took over was designed entirely for SEO (Search Engine Optimization) and not for humans. After fixing numerous broken links and spelling errors, so much for SEO, I cleaned up the link hierarchy and made finding pages on topics that I as a customer would deem important. The following day I received a call from the client's office manager asking me "who gave me permission to add all of the special offers". "I didn't add any", I replied, "I just made it easier for visitors to find the specials". FYI, the client saw a 340% increase in new sales that first month year over year, and that was with a 25% decrease in the online advertising budget.

The next thing you as a business needs to focus on is answering the telephone. Too many businesses let the voicemail answer without there being an option for the caller to speak to an actual human. Consider this, if you were calling a business for the first time, skipping the online contact form, it would be more than likely that you wanted to speak to a person. One of my clients actually doesn't allow people to leave a voicemail and if the call occurs during business hours to try again later. Suffice it to say, this account does not have pay per click for phone calls, yes that is an option.

The reason that a website needs to be functional is that people do want to discover more about your product and/or service. What's the point of getting people to visit your website if navigation doesn't get them where you want to? You may as well create one page, and that is perfectly fine, and skip all the excess. The mistake is more often made when the owner(s) interferes with design elements and the website designer just gives in because their only interest is getting paid, totally understandable, but not fair to the client. Just imagine if your store aisles were blocked and customers could not shop there because they were indefinitely closed off?

Next, you have to decide on what your budget is for online advertising. If you think you're going to get away with $100-$200, save your money and take your friends out for pizza. I recommend if you are going to decide to advertise online, you should take it from your advertising budget which should be approximately 10% of your profits (estimated for a small or medium business). I never tell a client to stop advertising in newsprint, magazines, and postcards, because they obviously are getting business from these sources. Instead what I do is start tracking that advertising, and then let the client decide if it's still appropriate.

Next, it's time to decide where you want to advertise. Your choices where to advertise online are extensive. Do you want to advertise on search, for instance, Google, Bing, Yahoo, etc.? Do you want to advertise on Social, Facebook, Instagram, Twitter? Or perhaps on some other platform? Google Waze, Yellow Pages, Yelp? Or is it banner ads, at this time they have become a waste, especially on sites that don't have hundreds of thousands of unique visitors daily, and even then you should be careful.

The only question remaining is whether or not to try and do it on your own, hire a part-time or full-time employee, bring someone's kid in who was good on social networking because they're inexpensive, or hire an agency that will take care of whatever your needs are. Do you have the time to monitor the advertising performance and adjusting accordingly? Google has recently rolled out a platform for beginners that uses Artificial Intelligence for Google Ads, designed specifically for novices, but you still need to monitor your activity, albeit much less than the manual version. Remember why you hired employees in the first place, it was to allow you to make more money, by not taking up all of your time.

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Robert Furst Competitive Marketing • 22052 Las Brisas Circle • Boca Raton • Florida • 33433 (754) 307-4954
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