It is no secret that when people want to find something they Google it! Most people, business owners especially, know what Google advertising is as far as text ads go and most are using them to target people actively searching for services and products.

Google ads have proven time and time again to produce incredible results when introducing your business to people ready to purchase now. But what about the estimated 80% of your potential customers that have just began there research process?

Google Banner Ads

Placing web banners online can seriously boost your brand and website visitors when promoting your business online. The sooner people know you have what they are shopping for the sooner you begin to become an authority in your industry, at least in their minds.

People will do research on anything before they make a purchase. Banner ads allow your business to encourage research. When you help your clients do research they are more likely to buy from you because you helped them make an informed decision.

Google banners ads also give you the option to re-market your brand and message to people who have previously been on your website. This further brands you as the expert and reminds these researches that you do in fact offer what they are looking for.

It’s really about keeping your sales funnel full by keeping customers in front of your business not matter where they go and not matter what stage of the buying process they are in. The sooner you begin exposing people to your brand the sooner they begin to trust you and the greater the chances are that once they click your search ad, they will make a purchase.

I know this is very brief and you have many more questions. Contact us to learn more.

As I manage advertising campaigns in the wee hours of this Wednesday morning I have noticed a flyer from Google lying on the corner of my desk. This particular piece of marketing material is about their somewhat new program called Adwords Express for small business. I understand the consequences of using this “express marketing system” but then I begin to think of the benefits it may offer to businesses that simply want online marketing. This could quite possible the easiest way to advertise online.

Here is my take on Adwords Express

You will definitely save money and time when choosing the express option verses doing it yourself or hiring a PPC Manager but “you get what you pay for”! Adwords Express is free of charge with no monthly management fee. Your online advertising is ready to go after completing 4 easy steps. You simply set-up an ad, pick a business category and enter the monthly budget you want to spend on advertising. Your account running and will be automatically managed for you based on the answers you gave during set-up. Google automates your keywords, bids, reach and more.

Question; Do you really want Google to raise your keyword bids when they see fit, choose keywords for your account based off cookie cuter categories and decide the targeting of your business?

As I see it, the biggest problem here lies in the fact that you have little control over paid for clicks. There is no way for you to optimize your account or improve results. Let me explain by using the example given in the Adwords Express Explanation.

You are a local florist selling flower arrangements in your hometown. So a Google account manager selects the broad match keyword “flowers”, based on the category of business you selected, for a keyword in your campaign. Your ad could then show up under these two search terms.

Flower Shops in “your city”: This is a great place to be considering this person is most likely looking for a place to purchase a flower arrangement.

Flowers: This could show your ad for people who are searching for flowers for their garden, flowers that bloom in the fall or it could be a blogger like me looking for images of flowers.

Now there are ways to keep this and many other negative things from happening, but only if you know how to maintain your account properly. If you main concern is to save time and get some online marketing up and out fast, then Adwords Express may be a good choice for you. For those concerned with quality, efficiency, and optimization then personal or professional Adwords set-up and management is your better option for maintaining full control of your marketing dollars.

Professional PPC Managers and serious do-it-yourselfers – pay attention. Some of you are up to speed, but I would say that the majority aren’t! The Adwords Dimension tab can save you and/or your client’s loads of wasted money. I have literally saved tens of thousands of dollars using the data supplied through this tool!

What is the Dimension tab?

It is a tab that can be added to your toolbar offering an abundance of customizable segmented performance data across an ad group, campaign or an entire account. If you do not see it then you may need to enable it. Simply click the drop-down arrow next to your last tab and select dimensions. You can then customize the columns of statistics you would like to see once you are on the tab.

Uses of the Dimensions tab

The Dimensions tab breaks down data in a plethora of different ways ranging for any time period you choose. Here is a list of segments that are offered.

• Time- Hour, day, month etc.
• Conversions
• Destination URL’s
• Demographics
• Geographic
• Search Terms
• Automatic Placements
• Free Clicks
• Call details

How to use each segment to better optimize your accounts

Time: Find out what hour of the day or even what days of the week produce the best results and schedule your ads appropriately. I recently found an ad group that had not produced a single conversion in 2 years on a Monday! Monthly, quarterly and yearly reports can be useful for tracking various visitor trending over time.

Conversions: I haven’t used this feature yet but it is good for comparing different types of conversions you may have set up such as lead, sign-up etc.

Destination URL’s: Shows statistics that help you decide which landing page(s) are performing best. I found one campaign where the landing page that was specifically designed for converting visitors was performing horribly compared to the homepage. Quality scores raised more than 3 points across the board.

Demographics: See what age groups are more likely to convert on your site and cater more to there needs or even eliminate advertising to age brackets that do not convert. I found a campaign in a clients account that converted very well in all age groups except 35-44! There were zero conversions for this demographic.

Geographic: Mainly I have found this segment useful to advertisers who have retail locations that customers must physically visit in-order to finalize a sale. By simply decreasing the advertising radius we were able to eliminate wasted ad spend and produce better qualified leads.

Search Terms: Great for seeing what searchers are actually typing into the search bar. I personally find using this feature directly from the keywords tab to be more useful for quickly adding positive and negative keywords to accounts.

Automatic Placements: Finding what websites bring you the most exposure is important but with dimensions you can easily see what interior pages of these websites are really having the most effect. Bid on these exact pages instead of the entire site for increased CTR’s and conversion rates.

Free Clicks: Gain a better understanding of what ad types really catch searchers attention. This tool will tell you how many actually mouse over’s your ad receives for more than 1 second. When people mouse over your ad, they are reading it!

Call Details: Tells you how many people called you from your ad, how long they stayed on the phone, what area code they called from and if they manually dialed your number or contacted you directly from a mobile click-to-call ad extension. Wow!

You can access a lot of this information from other places within your account but dimensions gives you an all access data buffet from one easy to access location. There is no limit to the ways you can use this data for improving your advertising, saving wasted ad spend and increasing your business return on invest.

I am by no means ‘the’ expert with using this tab completely but have found it to be a great tool in my optimization arsenal. Help this post be better by commenting about your personal experiences and by sharing other ways you have found the dimension tab to be useful in managing your Adwords campaigns. Give your two cents worth below.

Google Adwords is the most immediate and predictable way to advertise your website on the internet. Do it properly and you can grow your business bountifully. Do it wrong and you could lose your a*$. Most advertisers find it in their best interest to hire a professional. You can choose an Adwords Certified Partner or a Qualified Individual to help you make the most of your investment, but what is the difference?

The Short and Sweet

A qualified individual must pass both the Google fundamentals exam as well as one of the three advanced exams. Certified partners are companies who have at least one qualified individual employed with in their organization and maintain at least $10,000 of ad spend over a continual 90 day period.

The Real Difference

Experience! Although Google’s testing platform is rigorous, demanding and leaves little room for error, it is nevertheless a test one can study for and pass. Real world experience, valuable lessons and true apprehension will only come after working in and managing real Adwords campaigns.

Examine this element carefully when considering who you will hire to manage your Adwords advertising budget. Find someone with proven expertise, diverse knowledge of advertising strategies and skills and someone who is well versed in as many aspects of Google as possible.

Consider the size of your marketing plan and overall budget when deciding whether to hire a qualified individual or a seasoned certified partner. Typically, qualified individuals will charge less but may not have the experiences needed to increase your return on invest when advertising in larger more competitive markets.

Adwords had been kicking my butt and sucking my bank account dry for so long I began to believe making money using pay-per-click advertising was a myth.

I had tried new landing pages, keywords, targeting, search advertising, display advertising (known then as the content network), broad match, phrase match etc and was losing ground quickly. I was tired, confused, aggravated and wanted to call it quits until I learned a valuable lesson.

If you know me at all, then you understand just how stubborn, hard headed and determined of a person I am. Admitting defeat is something my pride will not allow me to do. I did however admit, that without some expert help my business was going to crash and burn. So I found some!

One of the he biggest, most important lessons I was taught about fine tuning my Adwords campaigns was to learn when to kill poor performing keywords thereby plugging the holes in my advertising where my money was being lost.

Know which keywords to keep and which ones to kill

In order to determine this, you must have conversion tracking in place or be skilled in analytics depending on what action(s) you deem valuable. This example will target the majority; businesses tracking leads, sign-ups and/or sales from their search engine marketing.

You will also want to determine how much a conversion is worth to you in order to turn a profit. For more information on how to determine your CPA (cost per acquisition) value visit Adwords support.

Actual client campaign keyword list

This client’s derived CPA was determined to be at or below $20 a lead. As you can see, I kill any keywords not converting at less than twenty dollars or any keywords that acquired a cost of more than twenty dollars with no conversions.

When you pause keywords that exceed designated CPA without producing a conversion or keywords that convert at higher than the desired CPA you initially ‘plug a hole where money is being wasted’. You can now use the money being saved to advertise your business along side keyword searches that produce a profit. The more you spend on these keywords, the more sales you make and the more you increase your return on investment.

No matter how relevant the keyword seems to be, how great the CTR (click-through rate) or how much you like it, if it does not meet your CPA – Kill It!

“If it doesn’t make dollars, it doesn’t make sense”

I will also kill keywords that have  poor CTR’s (lower than 1.00%), low quality scores, low conversion rates or that have a high bounce rate in analytics. CTR is typically related in part to the ad(s) you have paired with keyword sets. Quality score, bounce rate and low conversion rates are related directly to your landing page(s) content and/or layout.

Have no mercy in getting rid of poor performers when optimizing your campaigns keywords. It is estimated that only 3 out of every 100 keywords you use will actually make you money. Read the data Adwords and Analytics offers you and make the appropriate changes. Once you know what works, build upon it with similar keywords or keyword phrases and spend your advertising dollars much more efficiently.

My pal Jessica was shopping for lavender window blinds on the web. She left without buying.

Then for the next several weeks, she saw banner ads for lavender window blinds on…. Huffington Post, FOX News, various discussion boards. Everywhere.

If they can’t get Jessica to buy the first time, they can get her later. It’s called “remarketing,” or “retargeting.”

* Why it works *

Jessica is a lot more likely to click on that ad and buy lavender window blinds, than she is to buy teeth whitener or a home refinance or sign up for college classes at the University of Phoenix.

Retargeting clicks are cheaper for you to buy, and more effective. Simply because Jessica’s been to your website and looked at your window blinds.

You can use retargeting like an autoresponder. It’s follow-up after the visit. The ROI is usually better than the other traffic you’re buying; it’s “found money.” You can employ very clever ways to use it for affiliate offers.

Jonathan Mizel has more experience with retargeting than almost anyone. He’s now issued a landmark course on how to use retargeting to convert more customers, raise your profits and exercise more control of your branding.

Oh yeah, which reminds me…. one of the most powerful effects of retargeting is the “laser targeted branding” effect of people seeing you EVERYWHERE. Not everybody – just them.

The #1 comment I get about my retargeting ads is: “Perry you’re everywhere!”

Yeah, well… I *appear* to be everywhere. Mwahahahahaha!

If you have any kind of desire to be an authority figure in your market, Jonathan will place you at a distinct advantage:

http://budurul.com/retargeting/

Perry Marshall

More info on Google remarketing - check out this post straight from Google’s SEM Blog.

Contact us to discuss your options and the possible opportunities for you to increase sales and brand your business through Adwords remarketing.

Is your Adwords campaign making you money or are you simply buying advertising? Do not think for a minute that just because your website traffic has increased by leaps and bounds that your Adwords campaign is performing at its full potential. In order to insure profitability you must continually plug the holes.

What I mean by this is that you need to optimize your account so as to eliminate the stuff that is not working or in other words “Costing You Money!”

Metrics that Scream Things Need Changed!

1) Poor CTR (click-through-rate)

• Searchers find your message (ad) irrelevant
• You ads are not ranked well enough for visibility.
• Your keywords are to broad

A good rule of thumb for beginners is that anything with a CTR under 1.00% should be killed (paused) or replaced. This includes ads and keywords. It may even include entire ad groups or campaigns depending on your situation and business.

There are exceptions to the rule and as your campaign grows this number can be raised. I manage certain campaigns where I kill anything under 5.00%. If you are advertising on the Google Display Network for direct response, then look for a minimum CTR of 0.50%.

To increase your click through rates you can write better ad copy, increase bids and/or quality scores and target more long tail (specific) keywords.

2) Poor Conversion Rate

• Low visitor quality
• Unattractive or Unclear Marketing message
• Customers coming in the wrong door
• To much fluff (Non Relevant or too much Media/Content)

Once you have the holes plugged and your click through rates are up you should then start to focus on conversions. Hopefully you have conversion tracking installed and are tracking user actions you deem valuable online. If you provide a phone number on your website then use a vanity number to track customers calling in from your PPC (pay-per-click) advertising.

Conversion rates and costs vary greatly depending on your business goals and only you and/or your Adwords manager can decide what good statistics are for your business. When you ‘know’ your conversions are to low for profitability then it is time to optimize.

This all starts with what we already discussed for improving CTR. However, here we tend to kill ads/keywords with lots of clicks but no conversions or to high of a conversion cost. 97% of your campaign will produce low quality results so eliminating ad spend for non-converting metrics and spending that money on the things that convert will increase revenue.

Not producing enough conversions to optimize or have you optimized but conversions have not changed? The problem then most likely lies within your website! This is a common problem most people tend to overlook. Internet shoppers are looking for an answer to their problem or for more information on how to solve their problem. They will only stop searching and re-searching and re-searching when they find what they are looking for.

You must design and lay out your website in a way that is appealing, attractive and easy to use. Make sure when customers land on your website that they know they are in the right place. Let’s say you sell Exmark and Craftsmen lawn mowers locally. When a searcher types “lawn mowers” into Google search then you will be wise to send them to a page on your site that has all you mowers or at least mower brands sold. If a searcher types “Exmark Lazer Z E-Series” then you would send them to that particular mowers product description page. Make sure customers are coming in through the front door!

K.I.S.S – keep it simply stupid! Most of you are familiar with this old sales antic. I have been in sales most all of my working career and yet am still reminded of this by my business partner almost too often. Focus on getting rid of any unnecessary media. You want to get straight to the point then let the customer know exactly want you want them to do next. Most People scan content and few read it! Keep it short and simply. Use easy to read text, bolding, italics, quotations, bullet points, numbers, videos, buttons etc to walk your customer through your content quickly and informatively. Make it easy for them to see the solution and then give them a clear call to action of what you want them to do next.

The Short and Sweet of it All

Do not be afraid to pause or delete keywords and ads that are not performing well in your campaigns and make sure your customers find your website/landing page relevant. Here are some general rules of thumb to go by.

• Search network CTR < 1.00% – Kill it
• Display network CTR < 0.50% – Kill it
• 20 clicks in search with 0 conversions – Kill it
• 30 clicks in display with 0 conversions – Kill it
• Conversion cost to high – kill it
• No conversions – change your landing pages

It is always a good idea to base your decisions from not only what is going on in your Adwords campaigns but also by what your analytics data is telling you about user behavior. Want help? Adwords consultation & optimization.

Do you use Google Adwords to advertise your business? If so then you know how easy it is to setup an account, pick keywords, build ad groups and start generating traffic to your website. You also know just how easy it is to spend money with pay-per-click advertising, but are you producing any profit?

7 ways a Google Adwords consultant can make your campaigns more profitable.

Customized account setup: Knowing how to setup an Adwords campaign correctly to meet your company’s goals is crucial. Most people simply set there account up the way Google ‘recommends’ unknowingly setting their self up for less than  desirable results.

Improved Targeting: Properly targeting keywords, ads and landing pages is a must for profitable campaigns. A Google Adwords consultant helps ensure that you are targeting the right prospects – prospects that will spend money on your product or service.

Improved keyword selection: Choosing keywords for your campaigns may seem simply at first but to make money with Adwords you must find keywords that are not only relevant but that also have a high search volume. Other variables include market competition, bid cost and quality score. Better keywords translate into better targeted traffic and lower click costs.

Improved ad copy: The ‘one ad covers all’ philosophy is a thing of the past. Writing very specific and compelling ads with a strong call to action will not only get more clicks but will improve ad rank. Having multiple ads’ covering a multitude of keywords is imperative if you desire to stand out from the competition.

Lower Click Costs: A Google Adwords specialist understands the metrics involved in improving your quality score. Improved keywords, ad copy and quality score lowers click costs and conversion costs. This translates into more profits.

Increased conversions: Receiving visitors to your website is only the first part of the Adwords success equation. Converting customers and increasing your sites profitability takes proper data translation, campaign optimization and possible landing page changes.

Better decisions: A Google Adwords specialist will help you interpret your campaigns helping you make smart, profitable decisions within your account.

The little things make all the difference in a good campaign and a great campaign.

Learn More: Should I Hire an Adwords PPC Company or Do-it-Myself?

Simple Fact

Anyone can set up an Adwords account and generate traffic to their website literally at the push of a button. However, though simple in theory, of all the people who will try it on their own, very few will succeed.

Before you decide to tackle Adwords Pay-Per-Click advertising by yourself, have a look at the top 3 reasons businesses hire the pay-per-click advertising pros. Your decision all comes down to how much time, expertise and advertising budget you plan to invest.

How Much Time Can You Invest?

Do you have enough free time in your business schedule? Managing a PPC campaign can be very time-consuming, depending upon your industry and budget. Adwords will take any advertiser a remarkable amount of energy, every month to maintain properly. You must work in the Adwords platform for a considerable amount of time just to learn how to navigate the system. Much less to learn how to use all the available tools, all the rules and regulations and the advertising strategies that work for your business model.

Professional Management Companies have the knowledge needed to build a detailed, streamlined and highly targeted campaign in as little as 5 days. Not only do you get set-up and running much quicker but you have a campaign that saves advertising money wasted while you go through the learning curve. Adwords experts also understand how to effectively launch a marketing strategy from the beginning.

Essentially, it would take a novice ‘marketer’ several months to build a targeted advertising campaign with little or no prior knowledge of Google Adwords.

How Knowledgeable are you About Adwords?

Knowledge and expertise comes from experience. You can gain experience by learning all you need to in order to build, manage and produce a profit with an Adwords campaign. Google is constantly changing and evolving so you must stay up-to-date with everything, because you can be certain your competition is.

Start by investing time into forums, youtube videos, pay-per-click blogs or articles and the Google Adwords help center. I strongly, highly and absolutely positively recommend you purchase Perry Marshals “Definitive Guide to Google Adwords” if you are serious about pursuing your own PPC management.

Secondly, get your hands dirty! Open an account and start testing your skills and advertise while you learn. You will be forced to learn when using trial by fire. When you are spending money you have no choice but to learn quickly, and you will!

Adwords certified consultants understand the ends and out and have the experience needed to advertise your business effectively from the beginning. It all goes back to how much time you have. Monthly management fees may seem high, but when you factor in how much time and work is involved running a profitable Adwords campaign, it is money well spent.

How Much are You Going to Spend on Advertising

-Here is the number one biggest deciding factor when deciding how to handle your Google advertising.

When you only want to spend a couple hundred bucks a month on Google advertising then you may want to consider going it alone. When there is not so much at risk, you can advertise for 3 months for what most pay-per-click companies charge upfront for setup. You should be able to manage an account running a small budget well enough to turn a profit; assuming that you have time to learn it, maintain it and continually keep yourself updated with changes.

If you are planning to spend more than $500 per month on pay-per-click advertising, then you should consider hiring someone to manage your PPC ads or to act as a consultant. Well worth the money when you find the right person or company qualified to produce results.

Conclusion

New or relatively small business sometimes have more time than money.  When looking for direct exposure without spending a lot of money, then give it a go alone and learn as you go. If you get stuck, hire an Adwords consultant for a few hours and apply what you will learn.

Established companies that are ready to embrace search engine  marketing longterm and are looking to spend $500 per month or more on advertising are advised to hire a professional. Make sure you are dealing with an Adwords qualified individual or certified company. Find an advertising agency with expertise and experience by looking for the “Google Adwords Certified Partner Logo”

Resources

Google Adwords Cheat Sheet

Adwords Learning Center

Adwords Help Center

Our Personal Experience

Pay-Per-Click Management Packages

What forms of advertising are available to you in Cookeville? Should you advertise your local business Offline or Online? You can better decide that once you understand the buying process a person goes through before spending money on a service or a product. It could take days, even years for a person to go through this process.

Understanding this journey will assist you in determining what advertising methods would work best in spreading your message. We will be discussing reach and estimated cost between traditional offline advertising and Online Pay-Per-Click Advertising.

Typical Consumer Buying Process:

Most all consumers have the same pre-defined actions before buying Anything! Listed below are the purchasing steps people like you and I unknowingly use.

• Potential customers become aware that they have a need, want or problem
• They gather information about the product, service or solution that could possibly fix their problem
• They ask their friends opinions, read customer reviews & consumer reports, watch videos and the list of fact-finding research methods goes on

Only then, when people have gathered this information, do they feel comfortable enough to make a buying decision. The information gathering phase accounts for roughly 95% of a client’s buying process. This leaves only 5% of customers ready to buy at any given time.

What does this have to do with advertising in Cookeville?

Simply put, the buying process is common to all potential customers. When you advertise your business in Cookeville or your Cookeville business to potential clients in Nashville or Knoxville, you must understand who your message will reach and when. Telling the world about your business is only effective if it produces a return on investment, Right? In order to produce result oriented advertising you must inform shoppers and provide buyers with exactly what they are looking for, giving them incentive to buy.

Offline Advertising

Advertisers in Cookeville can choose Offline Advertising in the forms of radio, TV, newspapers or other publications and billboards. Average monthly cost for these services when opting in for minimum exposure can cost you an estimated $20-$35 a day. That translates into an average of $825mo or $9900 a year.

These forms of advertising can take your message into Cookeville alone or to people all around the Upper Cumberland area. Constant exposure can brand your business by “keeping your name out there” in the community to shoppers and attract potential buyers along the way.

How it Works

Essentially it comes down to exposing a message or multiple messages to the people who read a particular  paper or publication, use a common street, listen to the radio or watch TV in a predefined area or location. The goal here is to advertise to the majority and hope you catch some buyers along the way. In theory you are only advertising to 5% of the population for direct response.

Now, I understand, you are advertising to everyone in your chosen area, but only five percent of the given population will be ready to buy today. It is important that you position your ads in order to market to the all the potential customers that may come in contact with your advertising.

It is best to provide an informational message that speaks directly to the 95% of people who are gathering information about the products or services you offer. You will also want to provide your viewers or listeners an alternative message driven towards direct sales in order to support the cost of your advertising. This increases your exposure, branding your business by informing shoppers and giving buyers what they are looking for with good reason to complete their buying process.

If you are a small business trying to grow, you will most likely want to keep your message focused towards the 5% of the people on the verge of buying. Dealing with smaller budgets requires you to increase you odds for making sales and money immediately from your advertising. Although it will cost more than the estimate above, it is always a good idea to multiply these messages on different advertising platforms, including online advertising for maximum results.

As with most advertising, the more you spend, the more people your message is exposed to, the more your chances increase for making sales along the way.

Online Advertising

Advertisers in Cookeville who choose Online Advertising can advertise on major Search Engines, Social Media sites and on literally hundreds of thousands of websites relevant to your business. Average monthly cost for professionally managed online advertising when opting in for minimum exposure will cost you an estimated $16 a day or $492mo or $5899 a year.

Don’t have a website? You don’t need one! Unless you intend to build your online presence for sales and branding together, then you will need a professional website. A fully customized, search engine optimized website will run you an estimated $1000.  This is the real deal. Add that to the total cost and you are looking at $19 a day or $575mo or $6899 a year.

Online advertising does exactly the same thing as above, plus so much more. You can take your message to Cookeville alone or to people all around the Upper Cumberland area. Online advertising also gives you the ability to advertise your business to multiple cities of choice or entire states across the US. You can even take your business advertising global if you so desire. That’s not all, you can also add multiple ads or advertising messages whenever you want and target your customers with keyword terms so the right message is reaching the appropriate clients.

How it Works

Online advertising is most commonly implemented through one of many pay-per-click (PPC) programs. These programs are offered by the worlds largest search engines or websites. Google by far being the leader, Bing, Yahoo and Facebook are a few you can probably relate too. With the one time account setup, you essentially tell the PPC provider who, when, where and what.

For Example: Let’s say you own a lawn equipment business and you sell weedeaters, lawn mowers and leaf blowers. With pay-per-click you target customers by using targeted keyword searches producing as many ads as needed to get your message(s) out to the right people.

You start by building one ad for lawn mowers that will target anybody searching online for the key terms – JD ZX9 Super Model, zero turn lawn mowers and lawnmower shops near Cookeville. By doing this you target the 5% of buyers who are looking to buy a commercial lawn mower close to Cookeville. Next you place another ad about lawn mowers but this time you target customers looking for service. So your ad reads, “Get Your Lawn Mower Ready for Spring – Blade Sharpening to Full Service - Call Now for More Information.”  You set it up so only people searching for the key terms – Lawn mower service, lawn mower blade sharpening and lawn equipment service see it. This ensures your getting the right message to the right people 24 hours a day seven days a week.

The cycle can go on and on to target weedeaters and leaf blowers as well. Before running these ads in what we call ‘Traffic’ you also tell your PPC provider to do a few other things as well. Things like only spend $250 a month or $8.30 a day, only show my ads to people searching for these exact terms and only show my ads to people within a ten mile radius of Cookeville, Crossville and Smithville. You have complete control over your advertising.

Drill down further and place ads like “Bob’s Lawn Shop – Lawn Mowers, Leaf Blowers & Weedeaters – 10% off Service During May” and place these ads on many other relevant websites. For instance, I send you an email asking you if you know of a place that sharpens lawn mower blades. You reply with a no, but because the conversation is relevant, your ad is showing on the side of the page and catches my attention. Or, perhaps, your target customer is looking on Lowe’s website at zero turn mowers and he spots your ad (like a billboard) on the side of the page and clicks through to your website. You could even set it up where they simply click the ad to call your business immediately from there mobile phone because you provide what they need today, locally. This is a great way to catch shoppers nearing their final buying decision through mass marketing. Keep in mind, there are no additional cost.  Learn More Here

The Biggest difference with online advertising is you only pay when someone visits your website “Internet Store Front” or takes action from your advertisement. By targeting pre-qualified customers where they live (home, work, cell phone) at exactly the time they are looking for your businesses service, product, location or solution, you increase your chances of return on investment. This takes the “Throw it against the wall and see if it sticks” aspect out as well because you choose who sees your ad, when they see it and what information they get when they take action. The best part is you can collect data by tracking conversions and begin to filter out what doesn’t work and build upon the target markets that are producing revenue for your business.

With 91 million searches a day on Google alone, people are looking for your business by way of the internet. When is the last time you cut out a newspaper ad, pulled over to write down a number or hunted up a phone book?

Advertising Comparison

-Offline Advertising

Pros:

• Reaches local customers with option of running multiple messages
• Targets customers throughout the buying process
• Brands your business image in your selected viewing area

Cons:

• Short ad exposure times
• Unable to target any deeper than location or interests
• No precise way to track results or effectiveness

Estimated Cost: $825 a month

-Online Advertising

Pros:

• Only pay when someone acts upon your advertising message
• Target pre-qualified customers with specific ads for sales and branding anywhere in the world
• Capability of tracking data, optimizing to eliminate non productive advertising thereby producing increased results over time
• Ability to pause, change or adjust your advertising any time day or night without any contracts

Cons:

• A professional website is crucial for long term advertisers
• Complex. Needs professional management for best results
• Setup takes 2-3 weeks

Estimated Cost: $575 a month

Advertisers from the Middle Tennessee area have some very good choices for advertising there local business to the people of Cookeville. You know your business and hopefully this information will give you better insight on not only how you can advertise your business but also what cost will typically be involved.

Feel free to research this subject more at your own leisure. You can find information through the internet from advertisers websites, additional articles and even forums/blogs describing peoples own unique experience with offline and online advertising.

View pay-per-click packages and pricing here or read additional articles to learn more about effectively advertising online.

Comments and Additional Insights Welcome in the Box below!