LinkedIn Ads or Google AdWords for My Small to Mid-Sized Business?

Tell me about your company’s target market — Who are they? What do they do? Where are they located? When would they use your product/service? How would they use your product/service? Are your customers different online than in-person? Can you answer these questions in detail?

Imagine having to call a new phone number and not having an area code; What would you do? Jump online and research using the seven digits and location? A good start, but very time consuming.

My point is that missing an area code (data) in a phone number throws everything out of sync. This concept is exactly the same with online advertising; missing data about your customer will cause even the best advertising campaign to fail.

LinkedIn Ads differentiates itself from Google AdWords by allowing an advertiser to target individual people on its network, instead of large audiences where Google AdWords shines.

LinkedIn’s mission “is to connect the world’s professionals to make them more productive and successful” whereas Google’s mission “is to organize the world‘s information and make it universally accessible and useful.” 

Target Market

Prosumer Marketing

Cisco Internet Business Solutions Group (IBSG) has been studying a new category of consumers called “Prosumers”. Prosumers are  “characterized by a blurring between consumer’s personal and work lives” (links to Cisco .PDF). IBSG discovered five core work styles:

  1. Using employer-paid devices such as cell phones and laptops for personal use
  2. Using employer-paid applications such as email for personal use
  3. Doing work on personal time
  4. Working from home versus the office
  5. Working “on the go” or on, off, and around the corporate campus

As a small and medium-sized business (SMB), the ability to target prosumers on the LinkedIn network is a HUGE advantage for your business. For example, a SMB creating a new SaaS (Software as a Service) platform wants to start spreading the news around. Using traditional advertising, marketing costs can be through the roof with very little return. Advertising on the LinkedIn network, they can target prosumers based on their job titles and/or industry specific groups.

“Approx. 15% of all workers can described as prosumers, and they tend to occupy professional and managerial positions (“executive”, “manager”, “director”, and “professional”)

B2B Targeting

Let me give you an example of how LinkedIn Ads was the right recommendation for a small business owner who hired me to conduct market research for his new service. After discovering his target consumers were “IT decision makers”, it became clear that he would need to advertise in areas where they congregated online, enter LinkedIn.

Q: How do we market effectively — How do we let them know this service exists?

LinkedIn Ads provided the targeting abilities to directly advertise to business professionals who make IT decisions for their companies and advertise on company pages who would be interested in such a service.

Using these tools, advertising directly to our target market through LinkedIn, we spent less time wondering if we were targeting the right audience/website and had more time to analyzing the results behind the campaign. We also had more time to spend on creative as well.

“…According to The Nielsen Company @Plan data released in December 2010, U.S. visitors to our website represent more decision makers, have higher average household incomes and are comprised of more college or post graduates than U.S. visitors of many leading business websites…” – LinkedIn

Google AdWords has two different networks an advertiser can use, the Search Network and Display Network. If I had a list of market research keywords I wanted to use in my advertising campaign, I would use Google Search Network and create text-based ads targeting audiences searching for those particular keywords, I can also target user search query, device, language, and location down to the zip code. The zip code is the furthest level of targeting I can reach using AdWords on the Search Network.

GOOGLE ADWORDS TARGETS AUDIENCES, NOT INDIVIDUALS!

The AdWords Display Network allows the use of video, images, text, and audio ads to be placed automatically or manually on websites, tablet devices and mobile phones of your target market. Similar to LinkedIn ads, advertising on the AdWords Display Network allows you to target users based on age group and gender.

 

Strategy & Execution

As a Certified Google AdWords Consultant I can vouch for the amount of preparation that goes into creating a successful AdWords campaign. Compiling a list of keywords and appropriate match types is time-consuming and very detail oriented. Often times the list original keyword list has had so many revisions that it looks nothing like the list in the beginning. Following the keyword list, text ad’s will start to be written and optimized for each individual landing page. Quality Score is another important variable to pay attention to as a low Quality Score can cause a keyword to be over-priced and not useable. Location/language research is conducted to make sure we are targeting the appropriate areas of interest. After double-checking everything, we launch the campaign and wait for the results.

By the way, all of this preparation, creation and launch is only for the Google Search Network…I haven’t even talked about image, audio, video or mobile ads yet…

The immediate difference between the two advertising solutions is the amount of work required to launch a campaign. As you read above, Google AdWords takes a considerable amount of time to set up and execute; and that’s not even including people who are learning while creating the account!

LinkedIn Ads cut the campaign creation time in half by removing the keyword research stage and replacing it with drop-down menus of applicable categories:

Don’t be deceived by the cleanliness of the targeting options, one check of the check mark box opens a sub-category of even more options.

Since LinkedIn Ads display only on linkedin.com they are able to use there network to determine ad placement. From a consumer standpoint, this is fabulous! I envy the newbies who will moan at the “amount of work” it takes to setup a LinkedIn Ads account — I’d like to see them set up an AdWords account:)

Marketing to Mass Consumers

Both advertising platforms provide mass marketing opportunities. Depending on your advertising goals and target market; this may be the biggest differentiators separating the two networks. Considerable time should be spent on market research, if you know where your customer are located and who they are, you should be able to choose the appropriate advertising network. Yet, the are similar in that they both use cost-per-click (CPC) and cost-per-impression (CPM) as metrics. The creation of ads is different, but not drastically:

If your business wants to reach a large amount of internet users — Use Google AdWords

If your business wants to reach a select amount of internet users — Use LinkedIn Ads

Continuing to compare the two is like comparing apples to bananas. Both are successful advertising platforms yet offer two different targeting options, different account setups and more…
Knowing your target market and goals as an advertiser will make choosing an advertising solution that much easier!

Google AdWords is a Game…Are you ready to play?

General Game Requirements:

Character Creation:don-draper-adwords-character

Begin any game, whether it’s a video/computer or board game and you pick a character who will represent you throughout the journey of the game, in other words, you pick YOU (just different looking).

Character Power:

Each hero usually has a special power or skill they can use, and depending on the game, sometimes you need to set your “power level” to your custom settings BEFORE you begin the game.

Generally, the hero needs to earn “manna” or “points” to activate the power and can get points by completing missions and advancing to the next level.

Resources/Clues:

Games usually have “clues” or “resources” that help the player when they get stuck on a level or cannot figure out how to beat a villain.

Levels:

As the game progresses, the levels get harder and harder, each level usually ending with a “bad guy” or “boss” you need to destroy to move on.

Bad Guys:

The villains in the early stages of games are always the easiest to beat, you’re not worried about them, it’s the later bosses that scare you.

Google AdWords the Game

Character Creation:

Similar to other games, you will need to create an account or, “character”. But, before you can begin you will need to adjust your settings ie.  character’s powers.

Character Power:

Your power is the ability to communicate to ANYONE, ANYWHERE, ANYTIME.

world-communications-adwords

You have the Power of Communication!

But, to use your power (like in a video game) you will have to “feed the program” money to keep your existing power (manually targeted ads) running smoothly.

Throughout the game, you may earn money back (called Return on Investment), from other characters clicking your ad and buying a product or service. With your new ROI you can save for future gains or use instantly (increased Max. CPC and/or Daily Budget) to make yourself more powerful, its your choice.

Resources/Clues:

As any gamer knows, there comes a certain point in a game when you’ve tried EVERYTHING you can think of to get to the next level. Sometimes, you need help. The resources that can help you advance are found throughout the web, starting with this blog and ending with the Official Google AdWords Blog.

Use the resources you are given for FREE, remember every question asked has an answer to be found!

Levels:

The only way to advance in a game is to beat a level. In AdWords, your “level” is your Quality Score. Using AdWords best practices can advance your Quality Score and “level you up”.

OR, if you let it,  your Quality Score can do the very opposite and punish you severely.

jedi-dark-side-adwords.jpg

You begin the game at level 7/10.

Don’t be modest though, 7/10 is average. Anything below <7 is bad and anything >7 means you’re improving. But,  you will need to stay on “your A-game” to continue your success/leveling up. It’s up to you as the character to decide how you are going to beat each level and advance throughout the game.

Bad Guys:

The bad guys are your competitors. You should want to DESTROY your competitors! You want to be #1 – You want to the HERO!

Using your powers effectively and working to beat the levels (Quality Score), using the tools/resources available online and LEARNING each step thoroughly, you will be able to beat the bad guys. Don’t be ignorant and think it will happen overnight, when was the last time you beat a villain in a video game on the first try? And not so wimpy first level bad guy, I’m talking about a “level 50 – end of the game” bad guy. It takes time and practice.

Completion:

If you’ve made it this far, worked on improving your Quality Score, using resources to advance yourself through levels and beat out the competition, give yourself a pat on the back!

Congratulations!

You’ve advanced to…AdWords Pt. II.

Welcome to the world of rewards, recognition and adventure…

Why Small Businesses Need Google’s +1 button

What is the Google +1 button?

Perhaps you’ve seen the icon when doing a Google.com search. The +1 button is similar to the “Like” button from Facebook, and in some regards is Google’s answer to the “Like” button.

Why do you need this?

Because you need to remain relevant online in order to make it as a small business. As the internet continues to grow from a search engine to a social sharing engine, customer recommendations have become more important than ever. If you’re a small business owner who has been in business for 10-15 years, you have a following of customers. The +1 button could be the easiest way and most cost-efficient way to market your online advertisements and valuable content within your website. Whether they are old, middle aged, or young, your customers are still paying clients who either use the internet or don’t. For those who DO use the internet, why not give them a way to share how much they enjoy your business.

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Analyzing AdWords Return on Investment (ROI)

adwords analysis stressfulAs a small business owner you’re savvy enough to know you need an online presence but with limited cash, your business cannot afford high risks and low returns; how can you be sure your online investment is paying off?

Unfortunately, customers won’t say “We found you through Google AdWords!” which would make everything easier because you would know that your online campaign is driving results! Since we don’t live in a perfect world; as a business owner you’re forced to learn AND understand the analytical data from your own accounts.

Analyzing AdWords data is time-consuming, difficult to understand and can be incredibly boring to those who don’t have the patience.

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Do It Yourself or Hire AdWords Professional?

As a resident of San Francisco, I often come home to find pamphlets from the local businesses offering services like yard cleaning and restaurants offering discounts on lunch specials. Basically, the “old school” way of marketing, door-to-door advertising.

The problem with this approach is that I am not interested or needing this information at the moment they deliver it. Coming home from work the last thing I am thinking about is getting my hedges trimmed…

Pamphlets are out; Internet is in.

As a business owner imagine the costs incurred for a “paper marketing campaign“.

  1. Design — logo creation/layout?
  2. Paper — thin,thick, do you account for weather?
  3. Materials — rubber bands for attachment?
  4. Route runners — hourly workers to deliver/stamps for mailing.

After the expenses are added up, pamphlets delivered, the waiting game begins for the business. Most of the time these paper ad’s find their way into the recycling bin and forgotten about…

Does this sound like an effective way to advertise your business in 2011?

Can you afford to pay an employee to learn

can you afford to pay an employee to learn

Here is a Top 10 Most FAQ’s about Google AdWords:

  1. Why can’t see my ad when I search for it on Google?
  2. Why isn’t my ad getting impressions?
  3. How can I see the Quality Score for my keyword?
  4. I need to contact support. What should I do?
  5. Google keeps declining all of my credit cards. What should I do?
  6. What is the difference between the Search Network and the Content Network?
  7. Why did my Quality Score suddenly drop to 1/10?
  8. How long does it take for my ads to be reviewed?
  9. What should I do if I think my ad has been incorrectly disapproved?
  10. What should I do if I see an ad that is violating AdWords policy?

As a business owner, do you really have time to research the answers to these questions? Believe me, you will have questions!  Maybe you have a “computer guy” on your staff who can learn all this, but how long will it take them?

LEARNING a system does not mean KNOWING the system.

Hiring an AdWords Consultant/Expert

Not only do these people specialize in Internet marketing, they have been trained by Google to run AdWords.

Are you familiar with…

  1. Online market research?
  2. Online competition?
  3. Keyword research?
  4. Writing compelling and creative ad’s between 16-25 letters?
  5. Properly setting up an AdWords account?
  6. Sync AdWords account with your website?
  7. Analyze the data results?
  8. Optimization adjustments to AdWords campaigns?
  9. Cleaning up your website to Google standards?
  10. Managing an AdWords account?

A Google AdWords Professional specializes in all the above, so you don’t have to.

“I’ll just do it myself…”

As a business owner that’s how you got where you are today! Perhaps you were even the person who set up your company’s first Facebook and Twitter pages and even checked out “SEO” guides to help improve your search engine rankings.

Good for you! I applaud your efforts!

But then, it got complicated. The terminology gets harder, time begins to move faster and the lack of knowledge can have a negative affect on your online advertising campaign and your business.

Stubbornness can cost you money!

How will online advertising help grow my business?

An advantage of internet advertising is that a business owner can get answers about why their campaign was successful or unsuccessful. The metrics and reports created by AdWords and broken down and analyzed by consultants can help a business understand areas of growth & opportunity and areas which they should pull out of. Online advertising cuts business costs as the need for direct materials diminishes and is replaced by text/image/video ads which are displayed accordingly.

Many businesses today are advertising to customers who are not interested in their product/service. No matter how hard they try to “convince” a customer to do business with them, the return will generally be negative. Instead, businesses should move their advertising spend to utilize online tools such as Google AdWords to help customers (who are already searching for your business/service) find you.

AdWords Battle: San Francisco Auto Repair Shop vs. Honda

Competing with the big conglomerates today is now possible thanks to Google AdWords. AdWords allows small to mid-sized business to advertise next to their competitors. For example, the other day I was looking for “auto repair san francisco” and came up with these search results from Google:

Google Places: “auto repair san francisco”

auto shop google places results

“The Garage Automotive Services” Places page has over 300 positive reviews. Google understands that it is reputable and relevant to its Google users and places it in a position where it think it can help the most searchers. TheGarageSF.com benefits from these reviews and claims the top position against two well-known brands.

Google AdWords: “auto repair san francisco”

auto-repair-google-ads results

We see the same thing here within the AdWords section of the same Google.com search. Within the top 3, a PatsGarageSF.com competes with Honda.

“Fear of being run out of business”.

Large companies like Honda have the capital and resources to outbid small auto-repair shops in San Francisco on keywords such as “auto repair san francisco”. Google understands that and places emphasis on other variables (landing page) to make the bidding and competition fair for all of its users.

PatsGarageSF.com has taken the time to understand and implement what makes a good landing page according to Google.

A good landing page will help decrease your CPC (cost-per-click) and raise your ad position.

After clicking their AdWords ad, this is the page which you are brought to.

auto repair landing page for adwords success

Good!

  • Visible Call to Action
  • Hours of Operation
  • Payment Options

Good, but could be better.

  • Brief introduction = good.
  • Placement/font style/font size of introduction = bad.
    • Since this is the “core message” a new customer should be able to see it upon first glance.
    • Currently, its lost amongst the rest of the cluttered text.
    • A simple line break between the 1st and 2nd paragraph and font size increase could make a difference in their AdWords -> landing page -> to sale conversion rate.

Areas of improvement:

Where is the “web deal?”

  • The AdWords ad says “Mention Our Web Deal and Save!”, but nowhere on the page is there a reminder or coupon for savings.
  • Like Pat’s Garage, consumers want to save money and the “web deal” could be one reason WHY they clicked the ad.
    • If the “web deal” was on the landing page, do you think it would help with their acquisition of new customers?

“Visit Our Website”

If a customer even noticed the link in the top right corner – “Visit Our Website”, it might cause unnecessary confusion for them. Most likely, they THOUGHT they were at the website.

  • It’s clear what Pat’s Garage has done. They have created a separate website SPECIFICALLY for online advertising and possible for Google AdWords.
  • I don’t think this is wrong/gaming the system. But as a customer viewing patsgargesf.com and noticing a link that sends me to another website was…a little odd.
  • Instead of my looking for auto repair information on the website, now my attention was turned to “why do they have two websites?” and “which one should I be using?”
  • Other than link building, I don’t see a need for it as it only creates confusion. In my opinion, I would remove it.

What is interesting though, is that on patsgarage.com they have the “Web Deal” visible but not on patsgargesf.com

In the example above, we’ve seen how a small auto repair business can compete directly with Honda at a cheaper cost because of the time and research they put in to learning how to optimize a landing page for Google AdWords.

Job well done!

Mixing Google AdWords and Zazzle.com

google-adwords-zazzle-case-analysis-logo

Over the 2010 holidays I conducted a Google AdWords and Zazzle.com experiment to test whether or not AdWords could help increase sales for Zazzle store owners and referrals for affiliate marketers. Specifically, I was an affiliate marketer selling Zazzle products and relying on the 15% Zazzle Referral Fee and the Volume Bonus to help me make a return and profit on my investment.

I ran 2 tests during the experiment; an iPhone campaign and iPad campaign. This analysis only shares the iPad campaign.

Every few months, Google mails out “$100 Free Advertising” promotion cards to its customers encouraging them to try AdWords. It seems like a lot of people have used these before, so I set my budget for the same amount. I did not use a promotion card for this experiment, only my hard-earned money.

Can AdWords and Zazzle Co-exist?

Before I ran a full-fledged campaign I wanted to test if Google AdWords and Zazzle connected well with each other.

  1. Would AdWords approve extra “characters” (.com/ipad+cases?rf=238347031600453287) in the Destination URL?
  2. Could Zazzle register an AdWords-to-Zazzle transaction and credit 15% to my account?

I created a test ad, added keywords, and launched it. Soon after I found and clicked the ad in Google, bought a product and was awarded the 15% referral fee from Zazzle!

Learn more about the Referral ID Test.

“iPad Cases” Campaign Settings

In the AdWords campaign settings you setup:

  • Budget
  • Locations and Languages
  • Networks and devices
  • Bidding and budget

Learn more about the Campaign Settings.

Keyword Research

I used the Keyword Research tool, Google Insights and custom excel spreadsheets to keep track of the data over time. Also, I kept my researched keywords down to a minimum (<15 keywords per ad group) and shied away from looking for “long-tail” keywords. I used BROAD, PHRASE, and EXACT match types for each keyword I used, so I had 3 keywords for 1 keyword, just different match types.  Since I would be monitoring the campaign daily, I could make adjustments such as bidding and pausing keywords. For example, if the BROAD keywords brought me too many impressions and not enough click-through I would pause/delete that keyword and pay more attention to the PHRASE and EXACT match type for that particular keyword. This method worked pretty well and prevented my ad(s) from appearing in irrelevant searches, keeping my impression rate down, thus saving me from unnecessary expenses.

Learn more about the Research Tools.

Zazzle Store Owners: The required “tags” for your products can also be used as your “keywords” for AdWords!

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Ad Groups, Keywords and Ads

Below are the results of my Ad Groups. They are listed from the BEST to the WORST with analysis of why some worked and others didn’t.
Ad groups are a subsidiary of “Campaigns”. For example, my campaign is titled “iPad Cases” and my ad group(s) within the campaign are titled:

Cool iPad Cases – Most Clicks

Overview of All Ads, Top Performing Ad, Keyword Results

Speck iPad Cases – Best Average Cost-per-Click (CPC)

Overview of All Ads, Top Performing Ad , Keyword Results

iPad Cases and Skins – Best Click-Through-Rate (CTR)

Overview of All Ads,Top Performing Ad, Keyword Results

Artistic iPad Cases – Most Impressions (Impr.)

Overview of All Ads, Top Performing Ad, Keyword Results

Custom iPad Cases – Worst Average Cost-Per-Click (CPC)

Overview of All Ads, Top Performing Ad, Keyword Results

Best iPad Cases – Worst Click-Through-Rate (CTR)

Overview of All Ads, Top Performing Ad, Keyword Results

Be Patient, Conversions Will Come!

What I’ve noticed about people is that they expect immediate results. They think of AdWords as a vending machine, “I put a quarter in, where is my return? I want it right now!”. These are the people who lose money and swear off AdWords. You have to be PATIENT. I cannot stress this enough!

When creating an AdWords campaign, you have to remember:
~1-3% of CTR’s are not going to buy.
A customer comes back at least 3x before they buy!

Ad Group Results

The total cost listed is < $100.00 I credited to my account. This is because I ran 2 campaigns (iPad and iPhone), but am only showing the iPad campaign at this time.

Learn more about the Ad Group Results

Timing of launch was critical because of:

I. Zazzle’s Nov 16th launch of iPad/iPhone Cases.
I wanted to use the press release Zazzle launched as online “leverage” for my AdWords campaigns. I knew the online world would be buzzing about the recent launch and (I hoped) searches for “Cool iPad Cases” and “Speck iPad Cases” would increase due to interest.

II. 25 days until Christmas.
The success of the iPad was well documented. Limited supply and huge demand meant when a customer finally received their iPad they wanted to make it their own. How better to do that than create a custom case? As a current iPad owner, the case was the second purchase I made for the iPad.

I figured iPad’s were going to be the hot item during the holiday season (as Zazzle did, I assume), so launching the campaign after Thanksgiving was critical in catching the “impulse buyers”/holiday shoppers.

First & Daily Referral Sales!

I made my first referral sale six days after I had set up my iPad Cases campaign (Dec 1st). Even though my first sale came 6 days later, my ads were receiving daily clicks and were being shown for keywords I had chosen.

Once December hit, my referral sales become daily until my AdWords campaign dried up. As you seen below in the results, I did have two more sales come in at the end/beginning of the month due to the “45 day rule“!

Zazzle Earnings

2 months after I ran the AdWords campaign, I received a check in the mail for $69.15.

As you can see above, the Volume Bonus helped a lot. Instead of receiving a check for $57.65, the volume bonus added on an additional $11.50.

Google AdWords + Zazzle.com Store Owners = Success!

  • Using AdWords, a store owner can get the +10% royalty fee AND the 15% referral fee! AND a volume bonus!!
    • Store owners already can set their royalty percentage to +10% per sale.
  • When creating products, the owner has to choose “tags” so people can find their products in the Zazzle.com marketplace – these tags are your “keywords” for AdWords!
    • For AdWords success, the tags/keywords are a starting point – definitely spend the time to research less broad words and look for more specific keywords.
  • If you are advertising your Zazzle products on your own website,  AdWords will let you know if your site is up to “Google standards”.
    • Ex. If you have a low Quality Score, your landing page may be a contributing factor.
  • Most Zazzle stores are a specific niche of products and combing these products with relevant long-tail keywords and creative ads, a store could be VERY dominant in their niche!
  • You won’t pay for anything unless a searcher clicks on your ad.
  • Increases your brands awareness.

Google AdWords is not easy; it takes time, patience and perseverance. If this doesn’t sound like you, consider hiring a Professional Google AdWords Consultant.

Google AdWords + Zazzle.com + Affiliate Marketers = No!

 

  • The ROI is low for an affiliate.
  • Affiliate needs to spend time researching keywords and landing pages.
  • If Zazzle increases the referral fee for affiliates, than it would be profitable.
  • Until then, affiliates should concentrate time/energy on products with higher markups.

Useful Tips for Zazzle/AdWords users:

Turn off “iPhones and other mobile devices with full Internet browsers”.

  • Campaign settings – Networks and devices, deselect “All available devices” and select “Desktop and laptop computers”. Why? Zazzle is not mobile friendly, so when a searcher clicks on your ad from a mobile phone it is nearly impossible for them to browse products, let alone buy.

 

Phrase and Exact keyword match type will lead to high CTR and lower Impressions.

  • Using Broad keyword match type will cause your ad to appear in any searches that use your keyword, thus increasing the chances of someone who is not ready to buy yet clicking on your ad. Phrase and Exact match type are geared towards customers who want to buy now!

Always use NEGATIVE KEYWORDS!

  • Without setting up negative keywords like -free and -cheap, again your ads could appear for “cheap iPad cases” causing a click by the searcher and an immediate bounce once they see the price. Always try to have a 2:1 ratio of negative keywords to positive keywords – this will save you money over time!

Conclusion

Obviously, I lost money on this experiment. I fell $30.85 short of my $100.00 investment, and I’m OK with that. Despite a lower monetary value, I feel as though I made up for it in “information value”. I learned numerous little nuances while creating and managing this campaign. If I were to run another Google AdWords and Zazzle test with $100.00 I believe I could easily make a return on my investment.

If I was a Zazzle store owner:

  • I would build a separate website using the Zazzle store builder tool.
    • Conversion rate might increase due to less “clutter” of products as might have been in the case when linking directly to Zazzle Marketplace.
  • Use Google AdWords
    • Instead of using my own money, I should have used a $100 AdWords Free Trial promotion card thus allowing me to invest only my time and not my own money and any return I made would be considered “cash positive”.
  • Also, market products using search engine optimization (SEO) best practices.

I hope this post was informative to those of you who are on the fence about using Google AdWords to advertise your Zazzle store and products. If you have any questions or are interested in a “Part II – iPhone Campaign”, please let me know in the comments below:)

Google Display Network Defined in One Sentence.

display-network-logo

One of the keys to success with AdWords is the ability to write clear and concise ad’s. Replacing words like “Property Preservation” with “home foreclosure cleaning” increases the odds of your ad being seen by people who need your services but don’t know the “industry terms”.

Understanding the Display Network by Google AdWords is similar to this.

What the heck is meant by “Display Network”? and how are small business owners supposed to know that this is something they need?

The other day I was pitching Google AdWords to a client… Continue reading

Google Insights

Google-insights-logo

As a small business owner you never have enough money and time. To help you increase your cash flow and decrease the amount of time you spend researching keywords; I’d like to introduce you to a new tool for your online advertising utility belt.

Google Insights for Search, is a research tool dedicated to providing “search volume patterns across specific regions, categories, time frames and properties…” to it’s users.

In combination with Google AdWords and Analytics, Insights provides you with even more detailed location research specifically related to your keywords.

If you’re new to Keyword Research I’d recommend reading  Keyword Research – Google AdWords & Keyword Research Tool before you begin.

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