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You are here: Home / Archives for Google AdWords

How to Start Promoting Holiday Services in October (and Why You Should)

Last Updated: October 12, 2017

Do you have a plan yet for capitalizing on the holiday season? We know, we know: “It’s only October!” But we all know the holidays have a way of sneaking up on us before we’re ready. This year, why not plan ahead?
That’s why we put together this quick guide to help you jump-start your winter advertising early. By following our suggestions in this blog post, you’ll promote your seasonal services and set yourself up for a busy, fruitful winter. (Better stock up on coffee now!)

Why Market Seasonal Services Early?

Before we get into the how-to, let’s explain why it’s a smart move to start marketing your winter seasonal services in October.
First, if you start your advertising a few weeks early, you’ll give your ads a chance to gain traction. They’ll put the bug in people’s ears for holiday gift ideas, winter specials, and other seasonal services they might be interested in. As one business owner says, “It can really help to beat the noise by starting a seasonal campaign before everyone else.”
Most people don’t consider it wintertime until at least mid-November (even though the winter solstice isn’t until December 21). So, if you start running ads now, you can get an edge on your local competitors. You’ll get your message across before everyone’s Google and Facebook pages are flooded with winter-themed ads.
Of course, it’s not only about beating your competitors to the jump. By starting your marketing early, you’ll also reach those eager holiday shoppers looking for gift ideas. As Adam Heitzman writes for Inc.com:

“Starting in September, the internet comes alive with holiday fanatics who are already counting down the days to December. On top of that, a huge number of adults start their holiday shopping as early as October to space out their purchases. If your business peaks during these holiday months, start promoting deals, products, services, and ideas to reach those early shoppers.”

So, if you’re going to start advertising early, make sure you’re choosing products and services that are seasonal or time-sensitive. This will build a sense of urgency, which makes ads more effective.

What Kinds of Seasonal Services Are Good for Ads?

When we talk about seasonal services for the winter, we’re referring to any service that has significantly higher demand in the winter months. These could be popular Christmas gift ideas or just services relevant to the fall and wintertime. For example:

  • Year-end accounting (seasonal service)
  • Remote car starter (gift idea)
  • Massage therapy (gift idea)
  • Snow removal (seasonal service)
  • Leaf removal (seasonal service)
  • Firewood delivery (seasonal service)
  • Electrical/handyman work for stringing up lights and decorations (holiday-specific service)
  • Christmas tree pickup (holiday-specific service)
  • New appliance installation (gift idea)
  • New car stereo (gift idea)
  • Home theater installation (gift idea)

…Just to name a few!

How to Run Sponsored Ads for Seasonal Services and Gifts

Whether you decide to advertise with Google AdWords or Facebook Ads, that’s up to you. As we explained in a previous post, both platforms are well suited to special, limited-time promos. Your decision will come down to your budget and what, exactly, you’re promoting:

On AdWords, your special must be for a product or service people are already searching for. On Facebook, the special has to be intriguing enough that it steals people’s attention away from their news feeds.

Also, keep in mind that AdWords is generally more expensive than Facebook. Meanwhile, Facebook will be easy on your budget and still allow you to reach quite a large audience. Plus, Facebook’s ads are highly versatile and customizable. Just remember that AdWords is more often credited for directly driving up revenues for businesses. So, while AdWords is expensive, it may turn out to be worth the investment for you.
You can discover more about their differences here: “How to Choose Between Facebook Ads and Google AdWords.”
Once you’ve chosen which ad platform to use for your seasonal services, it’s time to think about what you want your ads to say.
Ad Creation Tips:

  • Keep your message clear and straightforward.
  • Make your ad’s headline count. Put the most important message right there in the headline so your audience can’t miss it.
  • Use strong call-to-action language (e.g. “call now,” “click here,” “contact us today,” etc.)
  • Don’t give too much information away. Instead, give your audience an intriguing preview so their curiosity builds.
  • Create a sense of urgency by using phrases like “don’t miss out” and “last chance.” If it’s a limited-time coupon, include the end date.
  • Use a high-quality image with bright colors and a high contrast. This will make your ad leap off the screen.
  • Speaking of images, make sure your image has a visually interesting subject to grab people’s attention. In most cases, it should represent the particular product or service you’re promoting.
  • Include your company slogan to increase brand awareness. Use other brand assets, like a signature font and logo, while you’re at it.
  • Consider adding a giveaway with your promo to generate more interest and excitement.
  • If you have the capability, create a video ad. Adobe reports that consumers who watch a video ad are 1.81 times (almost twice) more likely to make a purchase.
  • Show off your sense of humor! Don’t force it, but if you can make a good joke in your ad, your audience will respond more strongly.

Two MUSTS: 
1.) Whatever product or service you’re promoting must have a dedicated webpage your ad can link to. It can be a landing page specifically designed for this promo, or it can be a relevant page on your existing website. Just make sure the page contains all relevant details and displays your contact info prominently. A call to action would help, too!
2.) Give yourself some time for your ad to be processed and approved. To be safe, create your ad at least 24 hours in advance of when you need it to display.
Feeling stuck? Need some inspiration? Check out this awesome list from AdEspresso: “55 Facebook Ads That Get the Holiday Advertising Right.”

Prepare to Be Busy!

If you use these suggestions to promote your wintertime specials and seasonal services, and you start advertising NOW, then you’ll be in great shape by the time the holidays roll around. In fact, this scene might start to look a little too familiar:

Busy Elves During the Holidays

Good luck!

How Do You Choose Between Facebook Ads and Google AdWords?

Last Updated: February 15, 2024

If you’re one of our clients, then you’ve heard us talk about the advantages of paid advertising. In fact, you’re almost certainly sick of hearing about how advertising on Google AdWords and Facebook can be super-effective ways to reach a wider audience.
However, in all our talk about these two platforms, we rarely get into how you should choose between them. After all, most local businesses don’t have room in their budgets to advertise on both platforms. So, when it comes down to Facebook Ads versus Google AdWords, which one should you choose? That’s what we’ll help you decide in this post.
Keep reading to find out how your goals and budget will play into your decision!

Facebook Ads Versus Google AdWords: What’s the Difference?

Let’s start by going over the fundamental difference between Facebook Ads and Google AdWords. It’s as simple as “push” versus “pull.” Let us explain.
As you may know from reading our previous blog posts, we describe Facebook Ads as “interruption marketing.” Facebook sprinkles ads throughout your audience’s news feed. As a result, when users are scrolling through their friends’ photos and status updates, your ad interrupts them. (This is how TV commercials work, too.) These people aren’t searching for your company or services, but you’re putting your name in front of them anyway. You’re essentially “pushing” your brand and your offerings into their consciousness.
On the other hand, Google AdWords uses your business’s offerings to “pull” customers in. Google only presents your ads to users after they search for your specific products or services. Then, it’s your ads’ job to grab people’s attention and intrigue them enough to click. With Google AdWords, you’re relying on the fact that people are already aware of and interested in the services or products you offer.
In simpler terms: Facebook ads push your services onto potential customers, while Google ads use your services to pull them in.

Use Google AdWords When Demand Is Built In

As we explained above, Google AdWords is ideal for products and services that people are already seeking out. These ads are pay-per-click, and your main goal is to get people to click on your ad. Clicking on your ad brings them to your website, which, hopefully, convinces them to call you for a job. Plus, whoever clicks is already a motivated consumer because they’re clearly interested in learning more about your service offering (otherwise, why would they have searched for it?). Therefore, AdWords is the best way to directly increase your leads and revenue.
So, if you provide a well-known service that local homeowners regularly need, like household appliance repairs, then you may benefit from an AdWords campaign (provided it’s set up and managed correctly). People’s refrigerators and dishwashers break all the time, and they only have three options: repair it, replace it, or live without it. That means your ad for a common, straightforward service like appliance repair has built-in demand. This makes your chances of converting leads into sales much higher.
Please note: Because clicking on your ad brings users to your website, make sure your website is up to snuff. It should have high-quality images, well-written content, and all of the pertinent details customers want to know upfront. In other words, before you even think about starting a Google AdWords campaign, you better fully optimize your website.

Use Facebook Ads to Establish What You’re About

While Google AdWords targets a product or service and directly converts new leads, Facebook Ads promotes a general awareness of your local business. More awareness will eventually lead to more customers, but you shouldn’t expect your Facebook Ads to single-handedly drive up your revenue.
So, what kind of awareness do you want to spread with Facebook Ads? If your local business is doing something different and your desired customers wouldn’t necessarily know to search for it, then you’re a prime candidate for Facebook Ads. Facebook Ads are ideal for promoting things like a brand-new product, a special technique you use in your work, or a unique perk that comes with your services. Basically, you’ll want to use Facebook Ads for anything that’s novel or can’t be easily distilled into a couple of keywords.
For instance, we have a client who successfully uses Facebook Ads to promote their trash collection company. The focus of one of their ads is the old-fashioned customer service they provide. Because Facebook Ads are designed for interruption and “pushing” your business into people’s minds, they’re a great platform for establishing your brand’s personality and values. In this case, our client uses their ad to tout their dedication to customer satisfaction. Not surprisingly, this ad receives a tremendous amount of engagement and positive feedback from its audience. Over the course of a few months, they saw a substantial increase in phone calls.
Please note: While Facebook Ads generally don’t lead directly to new sales, their versatile design allows you to set whatever call-to-action you like. You can lead your audience to visit your website, visit your page, or send you a direct message straight from the ad. This helps you tailor your campaign so you get the results you’re looking for.

Both Are Great for Special Promos

Special promos, like limited-time offerings and discounts, are where Google AdWords and Facebook Ads overlap. A special’s time-sensitive nature automatically builds a sense of urgency. Plus, if it’s a sale, the promise of savings is sure to catch people’s attention.
However, the same basic differences between Google and Facebook still apply. On AdWords, your special must be for a product or service people are already searching for. On Facebook, the special has to be intriguing enough that it steals people’s attention away from their news feeds.
When you target and manage these special campaigns effectively, you’re sure to see success on either platform. The platform you choose simply depends on how much you’re willing to pay. Which brings us to…

Price Comparison

It all comes down to cost, doesn’t it? Google and Facebook’s pricing structures are dramatically different. Here’s what you need to know.

Google AdWords

Frankly, AdWords is expensive. So, while it’s an effective tool in generating more leads, you should only start a campaign if you’re sure you have room in your budget. For many local businesses, though, the return on investment for AdWords tends to be on the higher end of the spectrum, which makes the investment worthwhile. However, your ROI will depend on a few key factors:

  • Your local market. Are enough people seeking out your products or services to justify the costs of running a campaign? Sometimes, there’s just not enough demand, and your small revenue won’t cover your investment.
  • Your local competition. Are you going against regional chain stores or national corporations? Chances are, they’re going to beat you because of their name recognition and large budgets. It will be an uphill battle for you.
  • Your budget. High-ranking keywords often cost more per click. As a result, many people diversify into multiple different keywords. This stretches the budget too thinly across the ads. And when you underfund them, they underperform. It may sound counterintuitive, but if you set your AdWords budget too low, you’ll actually waste more money.

Facebook Ads

Facebook, on the other hand, is more affordable than AdWords. While a keyword-targeted ad for your industry might cost you $13 per click on AdWords, an ad with similar messaging may cost you just $3 per click on Facebook.
However, as we’ve established, the AdWords audience is more motivated in the moment to make an immediate purchase—so you may get much more out of that $13 than you do out of the $3 on Facebook. At the same time, that’s why Facebook is a great tool for when you just want to broaden your visibility and brand awareness. It all circles back to what your goals are.

Summary of Facebook Ads Versus Google AdWords

Phew! We’ve covered a lot of ground in this blog post, so let’s do a quick recap.

  • Use Google AdWords when you have an in-demand, well-known product or service you want to promote.
  • Use Facebook Ads when you want to increase visibility and brand awareness for your local business.
  • Use Google AdWords only if you’re willing to pay more upfront to get more in return.
  • Use Facebook Ads if you’re on a small budget and need an affordable alternative to AdWords.

Of course, there are still several nuances and shades of gray that take years of experience to fully grasp. Only trained online marketing specialists understand the countless factors that go into deciding between Facebook Ads and Google AdWords. So, if you’re still unclear about which platform you should go with, please don’t hesitate to get in touch with our specialists. We’re here to help your local business grow in any way we can.

Facebook Ads Are the Flexible, Affordable Tool You Need

Last Updated: February 15, 2024

Are you thinking about layering some social media on top of your existing marketing program? Would you like to connect with customers beyond your campaign’s currently targeted location? No matter what’s driving you to consider expanding your reach or growing your audience, Facebook Ads are a great option.
A budget-friendly alternative to Google AdWords and other PPC options, Facebook Ads offer tremendous flexibility. You can use them for virtually anything: seasonal promotions, important company news, special coupons, and more! You can also use them to spread the word about your business, get more Facebook Page Likes, and draw people to your website.
We love recommending Facebook Ads to our clients when they’re looking to take their campaign to the next level. They’re easy, affordable, and effective. Here are the top four reasons you should bring Facebook Ads into the mix for your company.

1. Facebook Ads Are Less Expensive Than Google AdWords

One of the most enticing aspects of Facebook Ads is the cost. Compared to other paid advertising models—namely, Google AdWords—Facebook can be significantly more cost effective.
Yes, Facebook Ads do follow a different model from AdWords. On one hand, AdWords ads are only shown to users on a search results page after they’ve purposely searched for a related keyword or topic. On the other hand, Facebook’s ads are a form of what we call “interruption marketing.” They’re similar to billboards on the side of the highway and TV commercials that interrupt your favorite shows. You aren’t particularly motivated in that moment to learn about the products being advertised; regardless, these advertisements are tucked away somewhere in the back of your mind, increasing brand awareness. And if the commercial or ad is especially memorable, you may even seek to find out more on your own.
So, when comparing the costs of Facebook Ads and Google AdWords, remember to account for the difference in models and goals. With Google, your objective is to get motivated buyers to click on your ad and ultimately call you. Meanwhile, with Facebook, your objective (typically) is to spread the word about your products and/or services and attract new social media followers in the process.
That being said, Facebook’s ad costs are substantially lower than Google’s. While a keyword-targeted ad for your industry might cost you $12 per click on AdWords, an ad with similar messaging may cost you just $2 per click on Facebook. Your audience on Facebook may not be as motivated to make an immediate purchase, but that’s why Facebook is a great tool for when you just want to broaden your visibility.

2. Facebook Ads Help Build Up Your Brand-New Page

Speaking of broader visibility: Using Facebook Ads is a smart move when you’re first starting out on the social network. You can design your ads so they encourage users to engage with your post and like your Facebook page. Facebook Ads include a highly visible call-to-action button, which says “Like Page” in this case, that users can click without having to navigate to your page separately. Removing this extra step from the equation makes people much more likely to follow through.
Therefore, when you’re first establishing your Facebook page and don’t have many followers or likes yet, Facebook Ads can prove vital. You simply upload photos, videos, coupons, and other attention-grabbing content, select which demographics you want to target as your audience, and Facebook does the rest. Before you know it, you’ll have significantly increased your page’s likes and followers and laid the groundwork for an attractive, appealing page.

3. Facebook Ads Help You Reach a Broader Geographic Audience

For some business owners, their concern lies not with building a Facebook presence, but with reaching out to customers just outside their targeted location. You see, if you’re doing any type of SEO as a local service provider, the marketing process involves targeting a specific geographic area (so you’re visible on Google Maps). Most of your business listings and online content will emphasize this particular town, city, or county.
However, some businesses may want to let their online audience know they serve customers beyond certain zip codes. In these cases, businesses can use Facebook Ads to reach people in different locations. When selecting your audience details, you can easily pinpoint the states and/or cities where your audience members reside.
So, for example, let’s say your business’s online presence focuses on Salt Lake City, UT, but you want to do business beyond that one city. You can create ads on Facebook that will display in front of people in Ogden and Provo, which are both roughly 40 miles away from Salt Lake City in either direction. This way, you’re able to expand your geographic reach without messing with your SEO.

4. Facebook Ads Are Super Flexible

One of the most beneficial features of Facebook Ads is their versatility. You can use these ads for just about any purpose:

  • Promote awareness of your company.
  • Get more conversions (clicks, calls, newsletter signups).
  • Increase people’s engagement with your content (likes, shares, comments).
  • Reach people in a specific geographic area.
  • Encourage people to visit your storefront.
  • Bring more traffic to your website.
  • Get more photo and video views.
  • And more!

As long as you have high-quality photos, graphics, or videos, you can create stunning ads that will capture the eyes of any audience you wish to target. Plus, customizing your ads is super easy. Facebook even has a tool that makes video creation a breeze! With Facebook Ads, you can reap the benefits of professional-looking advertisements without the high production costs.
So if you’re looking for the next step in your online marketing campaign, you’ve found it. Facebook Ads are the low-risk, cost-effective, easy-to-use solution you’ve been searching for. If you’re not a DIYer, talk to your marketer today about adding Facebook Ads to your arsenal!

5 Examples of Google Not Caring About Your Best Interests

Last Updated: June 15, 2017

How many times have you heard Google claim its most recent update is designed to improve user experience? We hear this claim so frequently, it’s fair to call it Google’s M.O. However, when Google refers to users, is it really referring to advertisers?
The truth is, for many users—particularly small business owners who seek local visibility on Google—their best interests often do not align with Google’s. At the end of the day, it’s a corporation, and its bottom line is all about revenue. You have to expect Google to be self-serving on occasion. But that doesn’t make it any less frustrating.
In this blog post, we’ve outlined some of the most recent examples of how Google doesn’t always have your best interests at heart. While you may think we’re just venting here (and you wouldn’t be totally wrong), we want this to function as a kind of PSA. It’s a reminder to always take Google’s actions with a grain of salt and a strong dose of skepticism.
Now, let’s rant.

1. Google Only Allows Businesses to List One Phone Number for Every Physical Location.

On Google Maps, there’s often a major discrepancy between a company’s real-life operation and Google’s strict guidelines.
For example, Google only allows businesses to list one phone number for every physical location. But as many business owners know, that may not mesh with the way a company actually operates. There are countless reasons to have more than one phone number for the same primary address, particularly if you have different branches or you serve multiple area codes.
However, it’s much simpler for Google to create an algorithm that only allows a 1-to-1 scenario. Google wants to prevent spam wherever possible, and allowing for too many human variables would overwhelm its algorithms. So, essentially, instead of creating a system that’s influenced by how businesses operate in real life, it’s trying to create a system that influences how businesses operate. As you may know firsthand, this means a lot of headaches for business owners.

2. Google Maps Service Areas Are Often Too Rigid for Businesses Without a Storefront.

Google also makes it difficult for local service providers to operate out of their own homes (which many repairmen and handymen do). It’s not impossible, as Google does allow these types of businesses to list a service area instead of their home address, for privacy’s sake; however, the implementation of these service areas is not always helpful for businesses.
For example, a handyman who lives 20 miles outside of a big city may not have the option of listing themselves as serving that city, even though that’s where they primarily do business. This restricts their visibility precisely where they want to be visible.
Again, this comes back to Google seeking to crack down on spam and simplify its algorithms. It’s too much work for Google to accommodate all the legitimate ways companies do business. Instead, it sometimes draws a hard line and creates another obstacle for you.

3. Google Now Allows Ads to Crowd Out Real Content on Webpages.

In spring 2017, Google announced it is lifting its restriction on 300×250 ads appearing above the fold on mobile webpages. In other words, big advertisements may now crowd users’ screens before they even see any of the content (headline, images, or text) on the page.
According to Google’s official announcement, this update will be done in a “user-friendly way” that won’t “annoy, distract, or result in ad performance issues.” However, that seems unlikely, as Google itself previously restricted this exact ad placement due to concerns about user experience.
Indeed, in a TechCrunch article outlining the new guideline, Sarah Perez points out:

After all, this restriction was originally put in place because it was not user-friendly. A medium-sized rectangle, by its very nature, will push much of the page’s content below the fold, as the ad itself takes up a good chunk of the screen.

Clearly, Google’s concern isn’t user experience. If it were, it would prevent paid ads from overtaking content. Instead, Google is favoring the desires of paying advertisers over its users.

4. Google May Edit Your Business Listing Without Your Knowledge or Consent.

When Google decides a piece of information on your listing needs correcting (based on data it collected elsewhere or input from other users), it just automatically makes the change. It’s up to you to check your listing regularly and catch any edits that aren’t actually true.
Compare this to how Facebook operates: When another user suggests a correction to your page’s information (e.g. phone number or store hours), it notifies you first. It asks whether you want to make this change instead of making the change unilaterally.
Our guess is that Google makes these changes on its own because it wants to provide users with the most up-to-date information possible. However, if it also wants that information to be accurate, then it should probably wait until it receives verification from business owners. And let’s not forget the impact this has on businesses. Competitors can sabotage other businesses by suggesting different phone numbers or addresses, and Google will be an accomplice.

5. Google’s “Featured Snippets” Directly Take Away Traffic From Top Search Results.

First, let’s clarify what a featured snippet is. You’ve most likely seen one in your own searches. When a user asks a question in Google Search, Google pulls the answer from a webpage and presents it to you. In other words, it gives users what it thinks they want, without users having to click anything.
From one perspective, featured snippets are super convenient. However, a couple problems exist. First of all, the snippets often take an “answer” out of context and deliver flat-out misinformation.
Second of all—and this is more troubling for website owners—a recent study by Ahrefs shows featured snippets take a substantial amount of traffic away from the rest of the search results. According to Barry Schwartz’s article on Search Engine Land:

Without a featured snippet, the first result gets a 26 percent click-through rate. With it, it only gets a 19.6 percent click-through rate, and the featured snippet gets an 8.6 percent click-through rate.

This is a clear attempt by Google to keep users on its own website. Not many people click on the snippets because they believe they’ve received the information they were looking for. And, of course, they don’t bother scrolling below the snippets to look at the list of search results. As a result, businesses lose significant traffic and potential leads.

And There Are Still More Examples…

  • Google completely reversed its policy on customer review kiosks. It actually used to recommend having a kiosk or some type of computer setup in your storefront for customers to leave you a review right then and there. This helped lots of businesses get the customer reviews they needed for success. But then, suddenly and inexplicably, Google reversed its position and started penalizing businesses for this practice instead.
  • For years, Google used to say they would never allow advertising in the Google Maps realm. Now, of course, they do.
  • Google Shopping is 100% powered by AdWords. Only paying advertisers appear in the results. There’s a huge lack of transparency here. Users don’t know they aren’t seeing an exhaustive list of results.

The list goes on and on.
Please bear in mind, we aren’t trying to paint Google as some sort of evil corporation from an ’80s sci-fi flick. Rather, we just want to encourage you to think more critically about some of Google’s practices and realize that you can’t always trust it to do what’s best for your business. That’s why you need to be proactive and take an educated approach to all of your online marketing efforts.
Can you think of any other ways Google might favor advertisers over users? Reach out to us and let us know what you think!

Are You Using the Best PPC Strategy for Your Marketing Goal?

Last Updated: May 18, 2017

What’s your goal for your small business’s online marketing? This is an essential question to ask yourself before you embark on any particular campaign. Why? Because, without establishing what you want out of it, you may end up going with the wrong strategy, and ultimately wasting your money. This is especially true for your PPC strategy, which generally involves a substantial investment.
So, what’s your goal? Is it:

  • To get lots of calls right now?
  • To have a steady stream of calls over time?
  • To capture motivated buyers in the moment?
  • To plant the seeds for future customers?

In this blog post, we’ll review each goal and explain which PPC strategy (or strategies) is best suited for it. When you match your overall goal with the correct PPC strategy, you’ll be unstoppable. So let’s begin!

Goal: To Get Lots of Calls Right Now

Is your goal to promote a special offer or to fill your schedule for your busy season? If you’re focused on a short, specific period of time, you’ll need an aggressive PPC strategy.
For example, if you run a landscaping business, you probably want to capture all those spring and summer projects every homeowner is undertaking. Therefore, you’ll want to run your AdWords campaign for 3-4 months, starting in April. You’ll target a specific service, like hardscape installation or tree removal. Then, with strategic bidding, you’ll try to get in front of as many eyeballs as possible so you can book as many jobs as you can.
You may also seek short-term lead generation in the wake of a recent event. For example, if you’re a water removal specialist and there’s been a disastrous storm in your area, you may want to run a special campaign for a week or two to help local homeowners with their flooded basements.

Fast Results Don’t Come Cheap

Bear in mind, getting these kinds of instantaneous results is not cheap. If you want to get your ads in front of as many eyeballs as possible in a small time frame, it will cost you. However, the good news is you’re free to stop your campaign whenever you want. In other words, as soon as you’ve reached your goal and booked all the jobs you want, you can shut off your campaign and stop paying for leads you no longer need.

Goal: To Have a Steady Stream of Calls Over Time

If you want to increase your overall call volume and conversion rates indefinitely, rather than for a short period of time, we suggest a much more tempered approach. You’ll need to be modest with your budget. We also strongly encourage you to have an optimized website before you begin any long-term AdWords campaign.
This goal requires investing in both SEO and PPC. By using SEO first, you’ll improve your AdWords Quality Score, which will ultimately keep your PPC costs more affordable while still placing your ads in coveted positions. If you’d like to learn more about how SEO is crucial for long-term PPC, check out our blog post, “Optimize Your Site Before You Bid on AdWords.”

Focus on ROI

While short, seasonal promotions don’t require as much of an investment, given their temporary state, long-term campaigns are different. They demand wise budgeting and an eye on ROI. So don’t shy away from the investment or price tag. If you consistently reach more customers and book more jobs, your ROI will prove to be well worth it.

Goal: To Capture Motivated Buyers in the Moment

Sometimes, a company wants to create brand awareness and simply spread the word about their business in general. Other times, you want to target prospective customers who are searching for your services. In the latter case, your paid advertising campaign should be on search engines like Google, where customer searches are taking place.
You see, PPC ads on search engines target users who have searched for the specific product or service highlighted in your ad. Therefore, you can safely assume these users are motivated buyers who want your service in the near future. PPC ads on search engines increase your chances of converting new customers on the spot.
Here’s a perfect example of how PPC ads can help you find motivated buyers. You’re an appliance repair company, and you run an ad for Whirlpool refrigerator repair. Now, as soon as a local homeowner’s Whirlpool fridge breaks down and they search for a repairman, they’ll see your ad and click on it. In all likelihood, they’ll give you a call because they need a fridge repair ASAP. This is the definition of a motivated buyer.

Are Motivated Buyers on Social Media?

Social media can be a mixed bag when it comes to motivated buyers. Typically, social media users are not motivated buyers because they haven’t searched for your service. This means you could be wasting money on an advertisement that users will largely forget about or ignore.

However, there’s one exception: you can target ads at Facebook users who have demonstrated an interest in your services. For example, let’s say someone’s dishwasher breaks and they turn to their Facebook friends for advice. Once they post about dishwasher repairs, they’ll start seeing your ads. If they see your ads soon enough, before they’ve hired a repairman, they’ll likely feel motivated to click on your ad and call you. It’s not a sure thing, however, so we don’t recommend making this the cornerstone of your quest to capture motivated buyers.

Goal: To Plant the Seeds for Future Customers

In a more general sense, though, social media ads are great for when you just want to promote awareness of your company so people remember you in the future.
Advertising on social media platforms, namely Facebook, is what we call “interruption marketing.” The audience doesn’t seek out this type of advertising; rather, it interrupts whatever they were doing. In the context of Facebook, this means ads appear in and around a user’s news feed while they’re scrolling through, forcing them to take notice.
Facebook Ads work the same as television commercials. You’re watching the NBA playoffs when you’re suddenly interrupted by a string of commercials for chain restaurants, cars, beer, and so on. You probably forget them as soon as they’re over, but they actually stay in the back of your mind. Then, the next time you’re craving a burger, you suddenly recall that 2-for-$20 deal you saw a commercial for. This is how you want your Facebook Ads to work.

Also Consider Remarketing

You may also choose to use remarketing, which is a form of interruption marketing that targets interested parties. After someone visits your website, they will start seeing your ads in various places online. Using remarketing ensures they don’t forget about you. This is useful for industries where customers often take their time to consider purchases beforehand. Home renovation and construction are prime examples.

Your Goal Determines Your PPC Strategy

Whatever you do, don’t go into a PPC campaign thinking you just want the cheapest option available. No matter how much you’re paying, if it’s the wrong strategy for your goal, it will be a waste of money. Use the information in this blog post and carefully consider what you want out of your paid advertising. When you do PPC right, the ROI is always worth it!

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