An Ultimate Guide for Digital Marketing Agencies & Business Owners.
The content of the YouTube ads course consists of the following 23 modules:
- Formats: In-stream ads
- Features: CTA assets
- Features: Image companion banners
- Setup of conversions (Google Ads Tag, Google Tag Manager)
- Formats: In-feed video ads (former video Discovery)
- Formats: Non-skippable in-stream ads
- Formats: Bumper ads
- Campaign subtypes: Video action campaigns
- Features: Lead forms in video action campaigns
- Campaign types: Video reach campaigns
- Campaign types: Target frequency
- Campaign types: Video ad sequencing
- Features: Video experiments
- Features: Related videos
- Features: Dynamic lineups in video campaigns
- Features: Location assets
- Features: YouTube remarketing
- Formats: YouTube masthead
- Features: YouTube brand lift
- Advanced measurement and optimization suggestions
- Creative universal best practices
- Additional recommendations for effective videos
- Elements of a brand
It’s really true that this business model is currently considered to be one of the most attractive, lucrative, and rewarding in many different ways and I guess I don’t need to explain to you why.
I suppose that you may have doubts regarding the fact that you don’t have enough skills to both land your own clients and deliver results. I’ve been working in marketing for many years and I absolutely share your concerns because I’ve been there myself.
If you’d asked me about this 5 years ago, I would confirm that you definitely need a lot of time and effort to learn the ins and outs of popular advertising platforms and marketing strategies in general, however, things have changed since then. And I should say that I have good news for you.
Advertising platforms are getting simplified every single year and are taking control out of advertisers’ hands to make the process of getting quality traffic to your website even easier.
Just have a look at the industry leaders in the face of Google and Facebook. So-called «Smart campaigns» are getting more and more common and, let’s face it, very effective. Targeting has started to be more and more automated and even AI-based. And this process will continue, believe me, whether you like it or not. It’s as inevitable as an abundance of electronics in the modern automotive industry.
As you may have already guessed, this means that many traditional digital advertising agencies will either start losing their job or will need to adjust to new realities.
And what are they? It’s pretty easy to guess if you really think about it but I will give you a small hint. What is left to the user when most of the settings are automated? Creatives and the website itself. This is what will still belong to the user, that is an advertiser. And what type of creatives? Text ads? Yes, of course, they will always be available like printed media and television, but the ultimate type of creative that already exists is definitely a video.
Why? People buy with emotions and then justify it with logic. People don’t buy what they need, they buy what they want. Nothing can trigger emotions better than the video format for obvious reasons. In addition to this, video format is best for telling a story.
To sum it up, people who do everything that is somehow connected to creating videos will be in great demand in the following years, and you can be sure of it. We, as marketers, can leverage the skill of advertising those videos and making them sell. Fortunately, every popular advertising platform nowadays already provides an opportunity to do so with YouTube being the main of them, and it’s a fact. See where I’m getting with this?
YouTube is a modernized type of TV and the skill of using this platform to influence the minds and buying decisions of thousands of people by showing relevant ads to them is already extremely valuable and will become even more valuable each year.
In the above video, I explain the importance of YouTube ads and provide many reasons why this is what all marketers should currently focus on if they want to run a successful digital advertising agency in 2023 and beyond. Watch the video above if you haven’t done so yet and start building your modern digital agency today.
In case you’re a business owner and already run some ads and are not satisfied with them.
Are you currently running Google or other online ads for your business and are not satisfied with their performance? What do you personally think is the reason behind the low amount or a total absence of sales? Well, if someone else does it for you, then there may be some additional reasons for this and I will mention this in the next paragraph, but the topic of this paragraph is a bit different. I have around 7 years of experience with online ads 5 of which I spent working as a Google Ads support agent and people often ask me to check out their ads and help to improve them.
Most people think that the reason for the bad performance lies in the settings of their campaign itself, which may be true to some extent. However, according to my observations, in most cases the main reason is different and it’s more global. Most advertisers direct traffic from their text ads (and rarely image ads) to their website where they expect users to immediately take a low funnel action such as a purchase of their product or service.
Taking into account the nature of text ads and the absence of any personalization on the website in most cases, I’ll be straight with you and say that it’s very naive to expect a conversion rate that most advertisers expect to see. The internet has become competitive and with many companies offering almost identical products and services, a business should possess its own ways of differentiation to justify the decision of a buyer.
Obviously, you can leverage such well-known points of difference such as a price, selection of products, quality of the product, convenience of use and its functionality, appearance, or design but even this is very challenging in most situations and can’t be considered a long-term strategy because your competitors can do the same. What is really powerful is building your own brand.
A brand is a trustworthy promise that helps you to tell a story and make people feel themselves a part of it, build relationships, make people feel that you’re not selling to them, but you’re helping them, and, obviously, convince a customer to purchase from you over your competitors.
People buy change, a solution to their problem with emotions, and then justify it with logic. In many instances people don’t actually buy what they need, they buy what they want. The brand consists of several elements the main ones being the already mentioned story and values. Stories help you to relate to your client, motivate and educate him. As for the values, you need to share beliefs with your customers and show that you stand for the same as the values are bigger than the product.
I hope that now you better understand the reason why the conversion rate on your website is not as high as on Amazon.com, Nike.com, or other websites of well-established brands and why brands can charge more for products that are basically the same or almost the same. People trust them and are loyal to their products and services. This is what really matters.
Building a brand in the eyes of your potential customers is a marketing activity that should be continuous and consistent. Obviously, it consists of several steps where you interact with the same people by delivering them different messages. In other words, this is called a sales funnel. This is exactly why big companies always leave their branding campaigns with different creatives on. However, this doesn’t mean that it should necessarily take a long time to see a positive impact of your branding activities on your lower-funnel actions such as leads and sales.
If you want to know the fastest, most effective, and cost-efficient way of building a successful brand with Google Ads to take your business to a completely different level, watch my video above if you haven’t yet done so where I explain how my YouTube ads course can help you do this.
In case you’re already working with some agency that runs ads for you and you’re not satisfied with the results.
If you’re a business owner, are you currently collaborating with some agency that runs Google ads for you or are you looking for someone of that kind to do this for you? If you already work with someone, most probably, you pay them good monthly fees and are not quite sure what you pay for because the results are mediocre. Guess what, I bet they don’t really care about your business and implement the simplest strategy that possibly exists.
A friend of mine works for a company that pays their agency a high percentage for every lead they generate for them, however, even this doesn’t motivate them to just keep an eye on simple campaign managing stuff. For example, one of their campaigns was serving with promotional ad text that is no longer relevant. So you get the level of their support.
All they want are your monthly recurring fees that in many cases depend on the percentage of the advertising budget that they just need to spend in order to get money to pay for their own ads, salaries for their young employees who barely know marketing, and a fancy office in the city center.
Just like scammy car mechanics, they want to get your money fast with as little work as possible. I used to communicate with them when working as a Google Ads support agent and remember them being stressed about the fact that the ads were not spending all the available budget for this or that reason. First I did not understand why they just had a goal to spend it no matter what and explained that the system tries to show ads to relevant users only.
Pro-tip number 1. If you’re a small or medium business, the smaller the company that is doing something for you, the better. (I worked in big companies myself and know how things work there.) A small business or a freelancer often does his best to make you happy because he values every customer, wants a good review, is interested in building long-term relationships, and approaches the customer personally.
On the other hand, a large company can oftentimes afford to treat you the way they think is just enough for you to stay with them because they already have a reputation. Even if you leave them one day, they think that this won’t be a problem as they will easily acquire another customer just like you and this is true to a certain extent.
Another pro-tip and my main point is that online ads nowadays are not rocket science and it’s a myth that you definitely need someone to set up and run them for you. It may be true for larger companies with lots of products or in case you’re really busy, but in most cases, like in many other spheres of our life, people who specialize in something tend to overcomplicate things in order to confuse you and make money out of it.
There is definitely certain knowledge that you need to know to understand what you’re doing, not to make mistakes and not to waste your advertising budget, however, I’ll be straight with you and say that it’s possible to acquire this knowledge very fast. It all depends on which path you choose.
The main problem here is that with the amount of information that is available on the web today, it can be really difficult to differentiate between what is really useful and what is not. Due to various reasons, unfortunately, not all people who write or say something on the internet really know what they are talking about. This is exactly what makes the learning process seem tough and time-consuming.
I’ve been there, guys, and know what it feels like. Another way of learning something is doing it from your own mistakes and I should say that this method is even more complicated and takes more time. Apart from this, in the case of the paid ads that we’re talking about, it also comes with a very likely loss of your advertising budget. If you have ever launched an advertising campaign on any platform, you probably understand how easy it is to pour down the drain a couple of hundred or even thousands of dollars. Well, companies who have developed those systems are not non-profit organizations either.
So what I want to say guys is that the most efficient way of learning a skill is learning from someone who has the information you need, has already made the mistakes for you, or like in my case, also seen other people do them.
Yes, as I already mentioned I spent 5 years of my life working as a Google Ads support agent where I’ve had an opportunity to both learn how things are ideally supposed to work and how they work in reality. As you probably understand, people contact the support of any product for a reason. That’s why I don’t conceal the fact that in many cases, people contacted me when something bad already happened and I’ll be honest with you that sometimes I really regretted not being able to advise those people beforehand.
Now I have a perfect opportunity to continue helping business owners just like you but before you make those mistakes. As a teacher by education, today I combine my education, many years of practical experience in marketing, as well as a personal passion for online traffic to teach business owners how to effectively advertise their business on Google and moreover, do it cost-efficiently.
If you want to know the best online strategy that can take your business to a different level, watch the video above if you haven’t yet done so.
Note: A video recording of this lesson is available as a reel on our Facebook page that can be accessed via this link.
Google officially calls it Display expansion on search campaigns and you can find it in the settings of your search campaign when opening up the Networks tab. As you can see, it is listed as the second option there and it says Include Google Display Network.
Obviously, Google claims that by enabling this feature you will be able to get around 15% more conversions at a similar cost by spending your unspent budget.
Although it is true that this setting will only get activated when the system has troubles spending your daily budget with the help of the search keywords that you have added to your campaign yourself, I really do not recommend you use this feature because in real life situations, it will probably waste the rest of your budget on some display traffic of bad quality.
Obviously, you won’t even be able to see the keywords that the system has used to generate those clicks because targeting on the display network differs from the targeting on the search network.
If you’re interested in the display network, I highly recommend you create a separate campaign for this.
Additional tip regarding reporting:
By the way, if you want to see the number of clicks that you’ve already received from the display expansion, you can do so by segmenting the data at the keyword, ad group or ads & assets level.
In order to see the stats that will probably disappoint you, you need to click on the Segment icon that you can find in the middle of your screen (towards the right side) and then choose Network (with search partners).
Stay tuned for my next short Google Ads video lessons as I’m planning to share more short but useful content like this.
Note: A video recording of this lesson is available as a reel on our Facebook page that can be accessed via this link.
Another important Google Ads feature that can show your ads to irrelevant people and, obviously, waste your advertising budget. This time I’m talking about the location options that you can find in the main settings of your campaign.
It’s pretty easy to select your targeted locations in the Locations tab, however, many people don’t pay proper attention to the additional location settings that are kind of hidden below the main settings. In order to open them up you need to click on the blue link that says Location options.
By default, the system helps to increase your reach and targets both users who are physically located in your chosen cities, states or countries and also those who have just shown interest in the locations that you have added.
In other words, these people can be located anywhere in the world and in many cases, you really don’t need it.
To sum it up, in case your business model implies showing ads to people who are really physically located in your targeted locations, make sure your edit the settings and select the second option that says Presence: People in or regularly in your targeted locations.
Additional tip regarding reporting:
By the way, if you want to take a look if your campaign has already served in some irrelevant locations, unfortunately, you won’t be able to do this in the main part of the interface by selecting your campaign and then opening up the Locations tab. (not Settings that we’ve talked about before).
It’s a pretty wise trick from Google to show there only locations that you’ve really specified in your campaign. In order to see the full picture you will need to enter Reports (there is an icon at the top of your screen) and create a custom report by adding the relevant columns such as Country/territory, Region, City.
As you probably already know from other posts in the How We Can Help menu of our website, we offer Google Ads coaching sessions that contain elements of consulting, however, as we realize that there can be situations where our expertise is needed fast, we have decided to also include a form of cooperation that can be defined as a traditional consulting in the area of Google Ads and closely related products.
Basically, this means that we can promptly inform you about the steps that need to be taken in order to solve your problem pertaining to paid advertising on Google. Please note that, initially, consulting does not imply us implementing the suggested changes, however, this still can be discussed on an individual basis.
In contrast to our coaching sessions that last a minimum of 1 hour and are primarily designed to educate you, within the limits of the consulting offer, you can ask us any questions that you may have and we will do our best to provide the best solution possible as fast as possible. Depending on your preferences and our capacity, a reply to your question can be provided either in the form of a detailed email or a call.
Finally, we want to assure you that the extensive practical and theoretical product knowledge of our team will not disappoint you as we will do everything to handle cases of any complexity. Don’t waste your valuable resources because of the faults in the set-up of your campaigns. Feel free to contact us to discuss your specific situation. We are looking forward to helping you!
As already mentioned in the article that is dedicated to our “classic” form of collaboration with customers, like many other digital advertising agencies, we offer a service that implies us setting up, optimizing, and managing Google Ads campaigns on behalf of our clients with them only letting us know about their goals and expectations.
Although the payment model that we use for that service differs from what most of the other companies in the industry offer, that business model itself is pretty old.
Market demands more personalized services
I’m not saying that it doesn’t work anymore but the fact is that 10 or even 5 years is a very long period of time for such a dynamic sphere as digital advertising which results in people starting to have different expectations for their money. To be more exact, we see a steady tendency towards people starting to expect a more personal approach from businesses that they buy from.
Another point is that as a result of different businesses in the niche competing with each other for the customer, there appeared a need to provide more and more value to the paying customer.
Introducing Google Ads coaching sessions
As education is probably one of the most valuable things that you can invest in (not necessarily public education) and we truly believe in the concept of content marketing that was also covered in the article about our peculiar SEO service, we’ve decided to start providing our clients great value in the form of individual and personalized education that they can further use to their own advantage.
In other words, these are both one-on-one and group online coaching sessions. To demonstrate to you the huge value of this type of cooperation with us, let me provide you an example.
Let’s say you have managed to establish successful business relations with a company that delivers you good and consistent results. I agree with you that such relations are probably paying off and make sense, however, in order to get them, you need to constantly pay for them. If you don’t pay, then you stop getting results.
Like we’ve discussed in the very first and the biggest introductory article on our website dedicated to the contemporary world of online marketing, spending resources on services that don’t help you, or better to say, develop you in the long run, is not something that you should ideally strive for.
We understand that you may want to make it yourself
We understand that all businessmen have a clear valid reason of rather hiring someone to get the job done in order not to waste time which makes perfect sense, however, if you’re the one who, at the current stage of your life, for whatever reason wants and is ready to invest in developing your own digital marketing skills, our coaching services without exaggeration is one of the best options on the market.
No matter if you already have experience in working with Google Ads and a created Google Ads account with campaigns or just require help with starting from scratch – we’re ready to discuss your specific situation in order to understand if we’re a good match.
The way we run our coaching sessions
We conduct our one-on-one and group online coaching sessions via such free video chat programs as Google Hangouts or Microsoft Skype which, obviously, let you present your computer screen.
Our employee will navigate you in the user interface and simultaneously explain/discuss the process of creating/optimizing your ad campaigns in order to increase your visibility and revenue generated by Google ads.
In order to make the process smooth and comfortable for both sides, we usually ask our clients to provide our representative read-only access to your Google Ads account (or other related accounts) that you can easily remove after the session (Due to privacy reasons, this applies to individual coaching only). Depending on your preferences, the sessions can last several hours with 1 hour being the minimal length. During the coaching, you can ask any questions that you may have.
Coaching has serious advantages
In our point of view, the already mentioned personalization of the process is the biggest advantage of coaching sessions compared to, for example, prerecorded online courses.
What I mean is that in such a complicated piece of software as Google Ads and other related products including Google Analytics and Google Merchant Center, there can be a ton of different situations and reasons why something is not working the way you expect it to work.
In addition to this, the amount of regular updates by Google makes it very hard for creators of prerecorded courses to keep up with all of them. Our advertising consultant will not only analyze your specific case and provide tailored recommendations for the fastest and easiest solution but also explain and teach you how to use this knowledge in the future.
From our point of view, a practical experience in the product and a simultaneous desire to teach is what makes our proposition a unique combination of coaching and consulting.
You will definitely see or feel the results
What I also want to mention is that in this form of cooperation, obviously, we are not able to officially guarantee you any specific results as to the performance of your campaigns, however, we’re sure that you won’t be disappointed and soon notice the positive impact of our online meetings yourself.
It can manifest itself both in the increased performance metrics or your improved knowledge/understanding of the product which is also very important and can save you a lot of time and money in the future.
Just starting out your journey with online ads from Google, need some advice with campaigns already created by you, or just tired of paying for campaign management that doesn’t bring you results?
Either way, don’t hesitate to contact us using the form below to discuss your specific situation and the details of the collaboration. It is worth noting that in case you are interested in group coaching, we will need to note your attendance and inform you about the scheduled time and date of the session later.
Like we’ve already discussed in the article about website creation, having your own website is simply a must for each company. If your business already has one, then how well does it rank in search engines?
From what sources does the majority of visitors come to it? I can assume that the share of search traffic is small, but don’t be disappointed, since this is absolutely normal for most business websites.
The fact is that, in accordance with a long-established situation, search engines give preference to information websites with lots of high-quality and detailed content, as well as a clear structure.
Obviously, during many years of the existence of the Internet, people have learned ways to circumvent search engine algorithms, knowing what exactly robots need.
I must admit that it did really work for some period of time. In some instances, even very good, however, the development of search engines also does not stand still and we see that now it’s way harder to deceive their algorithms than it was several years ago.
Behavioral factors start to play a more important role, that is, how people themselves react to your content.
As a result, it is safe to say that in 2021there is no longer any sense in using those short-term, and not always completely honest methods of promoting websites, which a lot of people used a couple of years ago.
Our approach to SEO
I want to emphasize that at become visible, we by no means want to guarantee specific results in search, or promise to optimize your website for specific search terms, as some companies used to do it, and probably may still continue to do.
What we believe in is filling the website with useful and high-quality content, its thorough structuring and optimization not only for the search robot but primarily for its visitor, that is, the potential customer.
Personally, being a supporter of a far from new, but very popular and relevant trend in Internet marketing, which is called content marketing, I believe that in the end, sooner or later, but good content will be finally noticed by search engines, of course, with the help of certain actions aimed at its promotion.
Yes. Unfortunately, whatever one may say, you need to promote the content anyway. Especially in competitive niches, the promotional activities always take several times more time than actually writing the content.
However, you should understand that trying to promote a poor-quality website or content is just a waste of time and energy since no matter how hard you try to push it, it will still “fall down” in the end.
Moreover, people in general simply got tired of the fact that marketers are trying too hard to load them with intrusive ads and force them to action with their loud but crude slogans, as it has been done for many decades (and now I’m talking not only about the Internet but also other media, such as, for example, television and the press).
The gist of content marketing
The whole point of content marketing is that a person should not feel as if we are at any cost trying to urgently sell something to him, but to begin with, he simply needs to get to know us, get some useful information from us, learn something new, or just have a good time (which is rarer, but nevertheless, can take place in certain niches).
Moreover, usually, we need to carry this out not once, but several times with one person in order to prove to him or her that we are real specialists in our field.
After this, we will be stored in their memory as the first company, that they will think about, or which they will consult when they find themselves in a situation where they need our product or service.
One more advantage is that since this client is loyal to our company, with a high degree of probability, he will come to us again, which means that he can become our regular. A regular, in turn, means, first of all, that we do not spend resources on finding a new one, but simply earn more.
But this is not all, because in this case, he will certainly recommend us to his friends, relatives or acquaintances, which in turn will have a very positive effect on the promotion of our brand.
And this, accordingly, can mean that our company will become larger and profit will increase since deep inside each of us understands that people are often willing to pay a lot more just for the brand, the trust, and many other different feelings that can be associated with it.
A method that has a future
Finally, I hope that I was able to explain to you my logic, as well as the connection between seemingly two different things, which are often presented as 2 different services.
In the framework of our cooperation with the company, we primarily help to determine what kind of content your target audience needs, what they find useful and interesting and after that, help with its creation, design, publication, as well as promotion.
In order to make the content as accurate and high-quality as possible, we always create it in close cooperation with representatives of the business with which we work.
Practice shows that although this complex approach to promotion is more time-consuming and labor-intensive, it’s the most optimal at the moment in terms of long-term investment of time and money, or in other words, has the best return on investment in the long run.
Generally speaking, the content marketing strategy can and should be used not only for free methods of website promotion but also for paid campaigns. Think about the future of your business!
Do you / your business have your own website? We can say with confidence that in our time, this is the first and most important thing that a business owner who wants his company to be represented on the Internet should take care of, which, in turn, has already become a necessity.
Regardless of whether your company has pages on various social networks or directories, as well as how popular they are, your own and independent resource on the Internet is simply a must.
Your website makes you independent online
Any page on a social network can not rightfully be called your own, as in reality, it simply is a “guest” on one of those platforms, each of which has its own terms and conditions.
This means that theoretically, it can be removed from there any day, and moreover, the reason won’t always be clear. I guess you’ll agree with me that, firstly, this is simply unpleasant, and secondly, there is nothing good when your success and income depend on things that you cannot even control or influence.
You will be able to make changes yourself
Moreover, on your own platform, you can implement absolutely any idea and make it exactly the way you want. Obviously, at the very beginning, this will be possible only with someone else’s assistance, however, I personally build and advise building websites on one of the most popular and flexible platforms in the world.
Its advantage is that at the very initial stages you will not need to worry about the fact that you don’t have a very clear idea of how the site should look like. In fact, the only thing that cannot be changed in the future is a domain name, or in other words, the name of the site itself.
With everything else, you can freely experiment, that is to change and complement both the design and information itself, or the so-called content.
Basic training on operating the website is included
If you use our service, after the work on the site is completed on our side, having a password, you can log in as an administrator and easily make the necessary changes, as the site development package also includes a short training on using the basic functions of the platform.
As I’ve already mentioned in the article about our coaching service, one of the things that set become visible apart is the fact that we often combine consulting with coaching in the sphere, in which we have practical experience. In case you would like to extend the training about the content management system (CMS) or related tools, then this would also be possible.
Have you ever been afraid that when having a website, you would need to contact a programmer or a so-called webmaster in case something needs to be changed? Well, this can be true to a certain extent, however, in most situations, I’m sure that you can just forget about that.
The developed website, if desired, can be linked/have direct links to your pages on social networks, as well as to your Google Maps listing, which is very effective.
During the initial development of the website, we also pay attention to conversion optimization.
Website Conversion Optimization
In case you already have a website that you personally are satisfied with, then you might think that now all that’s left is to make sure that someone visits it, or in other words, that it gets traffic.
And what if people are already visiting your site, but there are still too few sales and most people leave it without performing the desired action?
You can assume that the problem is in the people themselves, that is, in the quality of traffic, and in some situations, this may actually be the case, however, there is another potential problem.
The fact is that people can also leave the webpage, for example, simply because it does not inspire confidence in them, they are not completely satisfied with its design or structure, or for some reason, they simply do not immediately see what they want to see there.
In the case of the websites created by us, we begin to optimize its elements in accordance with the topic and niche of your business from the very beginning. In the case of already existing sites, what, in fact, is the problem, can be determined in several ways.
The simplest of them is an independent and unbiased visual audit of the website, as well as its comparison against other successful sites in a similar vertical.
Another of them consists in a thorough analysis of the user behavior statistics on the website with the help of special programs that will help to understand its weak points.
The final step is making the proposed changes to the website, followed by testing the results of the experiment. I assure you that very often things that may seem simple and obvious at first glance can greatly affect the conversion rate.
We are sure that even from the same number of visitors to your website there is always an opportunity to get more customers.
Why are people afraid of paid traffic?
I think that it’s no secret to anyone that despite all the potential disadvantages (the biggest of them is money) and pitfalls, paid advertising still works, and this is a fact. By saying it, I mean not only advertising in search engines, but also social media ads.
There are people who despise paid advertising or are simply afraid of it because of potentially high costs or the total loss of a budget. No, I’m not denying the fact that it can become true for many beginners.
However, from my point of view, the problem is that these people just don’t know how to use it properly because of a lack of knowledge and practical experience.
What you should understand is that paid traffic is not a lottery. You shouldn’t guess and hope but know and control what you’re doing, constantly testing new things and adapting to the current situation.
Paid ads are all about the money you’ve spent in order to get a return on investment. It’s that simple. As you can see, it’s not scary at all if you’re cautious and fast in making necessary changes.
Paid advertising or SEO?
I want to admit that, personally, I always prefer to approach different things thoroughly and comprehensively, which means that I do not recommend using paid advertising as the only source of traffic to your website.
First of all, as the English proverb goes, putting all your eggs in one basket is simply short-sighted, because if, for example, you have some financial difficulties, then the termination of financing will stop advertising and, consequently, the influx of new customers.
However, the huge advantage of paid traffic is that you can quickly test different strategies and understand what best works for you and your business.
If you are a business owner who wants to improve the visibility of your company on the Internet (I want to remind you that this entire site was created just for you), or if you have already read my general article about types of advertising on the Internet, then I believe that you are probably wondering which path you should choose in terms of promotion.
Whether be patient and engage in search engine optimization of the website, (best of all, by using our complex approach that uses content marketing), or allocate the budget for setting up paid advertising in the search engine results page, YouTube, Google partner sites or social networks.
I must tell you that you should not bother much about this, as every experienced marketer will confirm that the key to success lies in the advisable usage of all available methods of promotion (if it’s possible).
Obviously, after you try both of them, over time you will begin to understand which of the methods of attracting customers to the website is the most optimal for your business and the niche as a whole.
However, even this does not mean that you will have to dwell on one thing. You can simply allocate most of the budget to something specific. For example, leave only a certain type of campaign in Google Ads.
Setup of ads on Google
More specifically, our company specializes in Google’s advertising platform called Google Ads (formerly known as AdWords), which is a really massive and extremely flexible piece of software with a lot of settings and boundless opportunities.
Google Ads system represents all main methods of online advertising and is divided into:
- Search campaign – text ads and call ads directly at the top or bottom of the search results page and on the search partner websites
- Display network campaign – banners, text, and responsive ads with pictures and text at the same time on the Google partner websites plus ads in the Android and IOS applications
- Video campaign – video ads on YouTube and partner websites
- Shopping campaign – ads with images, price, and some text mostly in Google shopping section and also search results page
- Discovery campaign – high-quality image ads with text on YouTube, in Gmail, “Discover” feed (Google’s search app)
- Universal app campaign – various mobile app install ads on all possible Google platforms. Applicable in case your business is based on the creation of smartphone applications.
- Performance Max campaign – a new solution from Google that automates the process of choosing networks that your ads can serve on. In other words, your ads can serve everywhere to try to provide you best results possible.
This particular form of collaboration with us that this article is dedicated to is a more classic one. What I mean by this is that it implies us setting up or optimizing your Google Ads account/campaigns and getting you results without your active participation in the process.
It will suit business owners who either don’t want or simply don’t have time to get to know the ins and outs of working with Google Ads and simply want a ready solution/results. For those who want something different, I highly suggest getting familiar with our coaching sessions.
We work with clients of different types
Perhaps you have already decided that you would like to advertise your business using one of the methods mentioned above, but simply don’t have confidence in your abilities and do not know where to start?
I can assume that you also may not fully realize which one best suits your specific product or service.
Or maybe you already advertise your business using one of the above methods, but are not fully satisfied with the results? I do also understand that most of your time is probably being spent on running the business, not marketing it.
In any case, do not hesitate to contact us using the form on the right for an absolutely free consultation and discussion of further collaboration.
Remember, thoughts and plans alone will never change life for the better, will not attract new customers, and will not increase sales. In addition to this, if you’re already running campaigns on Google, there is a very high degree of probability that you’re wasting a certain part of your advertising budget.
Do not be afraid to act, try and experiment, and we, in our turn, will be happy to help you with it, and at the same time, share our experience.
Why is it worth working with us?
As mentioned in the article with our story, “Become Visible” is a young, small, but ambitious project. What sets us apart is that in addition to the well-known goals of any commercial project, we also pursue other, more global ones.
Namely, our goal is to prove what the advantage of working with a small company is compared to giants.
Having worked as a Google Ads support representative for 5 years, I know how corporations are treating their customers better than anyone else. Yes, as I’ve mentioned, our small team consists of former Google Ads support employees and this helps us to know what to expect from Google. I’ve personally seen many customers making numerous mistakes and wasting their budgets that could not be reimbursed. We just don’t want you to follow their steps.
That’s exactly why our main advantage is a fully personalized approach to the client, which for many reasons is very often impossible in large companies, where everything works on the principle of a conveyor.
Another fact is that having the desire to gain your trust, we offer such a rare form of cooperation as a fixed rate that primarily depends on the amount and the lifetime value of customers acquired with our help (in other words, a performance-based pricing model).
Yes. We do understand that to pay for a service that doesn’t bring you results is a very unpleasant experience. If you don’t earn and are not satisfied with the results – we don’t feel pleasure getting your money.
In addition to that, think about the fact that without taking the industry-standard percentage of your monthly budget, as most agencies do, but using a payment model that directly depends on our common results, we logically prove that we are really striving for the result, since we earn only if you have leads/ transactions/paying customers.
As you can see, by working with us, you have absolutely nothing to lose. The only question that is left – why not give it a try? We’re looking forward to your message!
Nowadays, all experienced marketers say that if a business owner is not advertising his business on the web, it means that he’s definitely doing something wrong. To be honest with you, it’s really true and it’s hard to disagree with it.
The thing is that in the 21st century, the internet has become a real necessity, a great part of our lives, which serves not just for fun, but helps to solve problems, buy and sell different goods and services, and of course, earn money.
And by the way, generally speaking, the advertising on the web, which will be the main topic of this article, is not something completely new in its concept. Many of these methods and techniques have been around for decades, but now they’ve just moved to another space, which is called the internet.
Every one of us sees ads outside of the internet at least several times a day and we all just got used to it. Ads are being placed everywhere where there are significant amounts of people.
By saying it, I just want to emphasize, that an ad about dog sitting services in the newspaper about pets, on the lamp post near the dog playground or during the TV program dedicated to home animals is absolutely the same thing as a banner on the website or YouTube video about pets.
The only difference is that ads on the internet have become even smarter and more flexible than the regular offline ones, and you will be soon convinced of it, believe me.
Most popular online advertising means
Like in real life, on the internet, there are multiple types of advertising which reach people in different moments or stages of the buying cycle. In a nutshell, the main difference between them lies in the intent of our potential customer, that is, what he’s actually doing at the moment, whether he’s actively searching for something or just relaxes and chats with his friends.
Diving a little bit deeper, I must definitely say that the skill of identifying and understanding the needs, thoughts and desires of a user on the internet plays a key role in the whole internet marketing.
To make it simple, all the internet advertising means come down to the following forms of advertising: ads on the websites, in videos, applications, on social media platforms and finally, directly on the search engine results page. And at this point, I do want to ask you a small question. Which do you think is the most effective form of advertising out of these five? Well, generally speaking, the best and the most correct answer would be that every one of these ways of advertising is important and can be extremely effective when applied to a specific product, service, person, or buying cycle.
By the way, speaking of the buying cycle, at this point, I consider it important to understand what a sales funnel is. Just imagine how a simple funnel that you use for other needs in real life looks like. People or in other words, internet users enter this funnel from that part of the funnel which is broad (the top) and then gradually go down to the narrow part, which is the bottom. When a person is at the very bottom of the funnel, in marketing, it’s considered that he’s ready for a purchase/action. Later I will reference the sales funnel multiple times throughout my course.
On the one hand, if you don’t see good results with either of those forms of advertising which I’ve mentioned before, it most probably means, that you’ve planned something wrong, chosen the incorrect strategy, and don’t fully understand the intent of a specific user or the general needs and thoughts of your audience. And here, I do want to emphasize, that before you’re able to identify the intent of the user on the internet, you need to get to know your audience as good as possible.
Yes. Target audience analysis is one of the most important things in marketing in general. If you skip or ignore this important step, unfortunately, there is a big chance of failure. When making a target audience analysis, you as if paint a realistic portrait of your potential customer, get to know his preferences, habits, likes, and dislikes. So if you can clearly imagine a person who you want to target, you will easily understand his needs and intents, and therefore, tailor a perfect offer for him.
On the other hand, I must admit, that there definitely is a difference between various ads in terms of skills you need to possess in order to convert a person into a paying customer and time you need to spend in order to see first results. Here you may also ask, what’s the fastest and most straightforward way of acquiring new buying customers online?
And by the fastest, I don’t mean the process of getting the traffic itself, but getting the customer who is already ready to buy. It does also differ from business to business, but generally, without any doubt, it’s considered to be search engine traffic.
Search engine marketing. Introducing paid ads
Answer a simple question. Where do you go in case you want to search for some products, services, or just useful info? Earlier, people used to go to the libraries and dig in thousands of heavy books or go to traditional stores in order to buy newspapers or magazines, but nowadays, in most cases, you just open up a search engine, Google, most probably.
Yes, it’s a pretty well-known fact that Google is the most popular search engine in the world. People use it so often, that its name has been transformed into a verb. Have you heard people say: in case you don’t know something, just google it. Well, of course, the American giant is not the only search engine in the world.
For example, in the USA there are also Bing and Yahoo, the most popular search engine in China is called Baidu, and in Russia, Yandex gets more than half of all searches. Nevertheless, in the rest of the world, particularly in Europe, more than 90% of all users trust Google.
So why the search engine traffic is considered to be of the best quality? Generally, we’ve already touched on it. To sum it up, it’s all about the intent. The thing is, that sometimes people who are typing some search queries in the search engine bar, already have their credit card out near them. You just need to convince them, that you’re the one to whom they need to give it. But how can we get this extremely effective and desired search engine traffic?
Generally, there are two ways: by doing so-called SEO that in a nutshell implies writing a lot of awesome content and optimizing your website or by running ads, that is buying traffic from the search engine. In the first case, I will be honest with you, that website optimization can be an extremely long and tedious process that not all people have time and energy for.
In the second case, you can get what you need fast, but literally, pay for every single click you get to your website. Your search ads will look very similar to regular organic links to your website in search results, however, will be marked as an “ad” and can be shown either at the top or bottom of the search engine results page.
One of the best advantages of paid ads is that you can test your offer and find out whether or not people need and like it almost immediately. However, you should also understand that other factors, such as the way your website looks and is structured, also greatly influence your conversion rate. Although I think that this is pretty obvious, I will still mention that you should already have a decent website before starting to invest money in ads. Some landing page changes will definitely need to be done later on, however, a strong framework should be already there.
As I realize that most of you guys are busy people who don’t have too much time on your hands on long term methods of promotion but rather have a desire to start representing your business online as fast and efficient as possible, not only this, but also all the upcoming sources of visitors to your website that I will discuss later in this lesson, will imply paying for the traffic.
By the way, another logical advantage of starting from the paid traffic is that it just makes no sense to invest a lot of time in something that you’re not sure about. That’s why in my opinion, paid ads are probably the only right thing for a real business to start from online in case you don’t have a company that is already very well-known offline.
Finishing up our talk about the search traffic, obviously, like everywhere else, there are definitely some pitfalls on your way of buying search traffic, but don’t worry, because in my course, there will be a separate lesson with a step-by-step tutorial on how to set up a successful Google Ads search campaign in order to start buying or in other words, intercepting valuable search traffic directly from Google. But for now, let’s move on to the next online traffic source.
Ads in Videos. YouTube
Continuing our talk about the effectiveness of different online traffic sources, here’s another interesting fact that not all people know. YouTube is currently the second largest search engine in the world, and by the way, it’s also owned by Google. Yes. It’s not just the website with countless amounts of funny cat videos.
Well, maybe it was perceived like this by some people before, but now I must admit, that the situation has really changed. So why YouTube has become so popular? I must say, that the answer is based on several facts and is pretty self-explanatory.
Do you remember me talking about the fact that all modern advertising means are not new and had already been used earlier in history at the beginning of this article? Well, now I will give you another example. I guess most of you will agree with me, that if we think about it, in its concept, YouTube is the same as television, but just a bit modernized, simplified and moved to another space or platform.
The main difference is that it has become closer to people, with absolutely everyone having a possibility of uploading his or her content and putting it in front of a global audience.
So the first reason for YouTube’s popularity lies in the natural flow of historical events that are connected with the development of mankind. People were reading books and newspapers before the appearance of television, right? Nowadays, people have become freer, they got tired of reading or watching the stuff, that other people want them to see.
Most of us want to participate in the community, to express our own points of view. Thus, it’s pretty obvious, that if a great part of the audience has moved to another platform, the ads have also moved. I should say that this is not an exaggeration because nowadays it’s pretty easy to find a person who doesn’t watch TV at all, me proudly being one of them.
Are there any ads in newspapers or on TV? Sure, they’re full of them, and by the way, they’ve been there for a very long time. Are they effective? Well, they kind of are, because the companies still continue to spend millions on it. Finally, have you seen ads on YouTube? I guess all of us have.
By the way, at this point, I really hope that my explanation has already debunked all doubts about the effectiveness of online advertising. The second reason why people start to like YouTube more and more is that a video is just a more unique, entertaining and personal way of passing and spreading information.
Yes. Websites and traditional newspapers are also still being read by people (and again, the difference between these two is that technically, nowadays everyone can create a simple website and post his own article on it), but in the last couple of years, we see a stable tendency which confirms that people start to watch more videos, than reading articles on the websites.
Is there something strange about it? Absolutely not, because in general, also more people watch television than read newspapers, but print media are still not going to die out.
So are ads on YouTube effective? Sure. They’re absolutely are, even though, I must admit, that on the whole, the audience there is considered to be more relaxed and therefore, has less buying intent, than in the search engines, but nevertheless, these are still the same people and this can definitely be worked on if you know some tricks that we’re going to talk about later.
Moreover, people all over the world are starting to perceive YouTube more seriously every single day, watch videos before making a final decision of buying a product or using a service that is a proven trend. The only potential disadvantage for some advertisers may be the fact that in order to start advertising your business on YouTube, it’s not enough to just have a website like in the case of a search campaign.
Obviously, you will need to develop your own video and upload it to YouTube. Yes, I agree that this requires additional work and causes additional costs, however, as a business owner you probably understand that taking additional steps and actions compared to your competitors often results in you overcoming the competition. If something is simple, then it means everyone is already trying this and the other way around. I hope that you get what I’m saying.
In the end I also want to admit, that like with Google search, technically, YouTube is not the only service on the internet where you can upload your videos or run video ads (for example, Facebook also has such an ad format), but it certainly is the most popular one.
By the way, later in this course, we will definitely talk not only about creating an effective YouTube video campaign that can be created in Google Ads, but also about the whole strategy behind making YouTube videos that really sell. As I’ve said earlier regarding the websites, your advertising campaign itself is not a guarantee of success.
Ads on Websites & in Apps. The Google Display Network
Like I’ve already mentioned earlier, just like newspapers and magazines, many websites on the internet have ads in the form of banners on them. Generally, there are many different networks of various sizes that can help you place your ads on countless websites with content relevant to your business’s product or service.
But just like with the search engine traffic and videos, Google has also surpassed them all with its several millions of partner websites which you can use to show your ads to people who visit them (that is about 90% of all people on the internet). It’s called the Google display network.
Another interesting fact is that the network is not only limited to these websites but also extends to the huge amount of mobile apps with ads serving on YouTube too (in case the channel is being monetized by its owner). Do you already feel the power of this?
I must admit, that unfortunately, not all people do. I would say that the problem is not that this type of traffic doesn’t convert for most of the businesses, because it’s simply not true. The reason definitely lies in the fact that pretty much like the video campaign, Google’s display network campaign has several targeting methods that not all people know how to use or have time and desire to test. And by the way, the last word in the previous sentence of mine was really crucial.
Yes. You have to understand that you definitely need to test all available targeting options and their combinations in your particular niche in order to understand what works best for you, and what doesn’t work at all.
Well, it may sound pretty obvious because this rule can be applied to internet marketing in general, but the GDN is where this really goes to extremes. This is the main reason why many advertisers stop using the display network campaign at the very beginning. They’ve been discouraged by the unsuccessful attempts and investments that didn’t return immediately. And again, please pay attention to the last word of the previous sentence.
One of the biggest misconceptions about internet marketing that many newbies have, is that the results should follow immediately. Well, c’mon, guys. We’re not kids and should be able to understand that this is not the case in most other spheres of our life too. Do all men always manage to succeed in dating without prior experience in this? The same can be said about the job interviews. You really need to know what works, otherwise, you would probably fail. I guess you already get what I’m saying.
Another thing is that you have to understand, that the display ads on websites that people browse are different from the ads on the search engine results page in their very concept. Have you been listening to the beginning of this lesson attentively? What’s one of the most important stages in every marketing campaign? I will give you a hint. It’s a target audience analysis. And why do we need to perform it? That’s right – in order to know the intent of the customer.
Pretty much just like in the case of a YouTube audience, people who browse websites, watch pictures and read articles on them, can show less interest (or sometimes even no interest at all) in your products or services while doing it. Nevertheless, I want to admit, that it can definitely be worked on by playing around with targeting and developing your own marketing strategy.
As you can see, the fact is that the display advertising is not so fast and straightforward as text ads in the search engine and requires a lot of testing and analysis.
I will also be straight with you and say that display ads work particularly well with using several specific methods of reaching your audience which I will also explain to you in a separate lesson about the display network. Obviously, like in the case of search and video campaigns, we will discuss the creation and management of the Google display network campaign within the Google Ads system a bit later. Not only can display ads make you known, but they can also deliver you great results, the latter being the result of the first. Believe me.
Google Shopping for eCommerce websites
Generally speaking, you can definitely advertise your eCommerce business online with the help of methods that we’ve covered earlier, however, for such business models Google has developed a separate advertising campaign which is called a shopping campaign or shopping ads.
The main advantage of such ads is that in such a case the potential buyer sees a clear picture of a specific product that he’s searching for either directly on the main Google’s search results page, in a separate “shopping” tab in the search results that can be easily found at the very top. It’s important to mention that such ads can also serve on the Google search partner websites and the Google display network.
Is this method of advertising your physical products worth your attention? I would say that it definitely is. The main reason is that it has already been proven that a quality picture of an item with the price underneath, a brief description and information about the shipping cost can make a person who already has an intention to buy something online (in other words, a who’s closer to the end or bottom of a sales funnel) more determined to make a decision faster. After clicking on the picture of a product, a user will land on a specific page of your website fully dedicated to that product which also contributes to the higher probability of a sale.
The only potential disadvantage for beginner advertisers may be the fact that such ads require more time and work to set up. The system takes most of the necessary data from the text file which is called a data feed and is located in a separate Google service called Merchant Center. There are many things that you need to pay attention to, however, if you dedicate enough time and attention to setting the whole thing up, you probably won’t be disappointed. Like in case of all other advertising campaigns mentioned by me earlier, we will discuss this campaign type later during the course.
Social media advertising. A part of big secrets
It’s no secret that social media websites are among the most visited sites on the internet, after Google and some of its services and, of course, adult websites. Well, the last one was supposed to be a joke, but in reality, it’s pretty much the truth and we all know and understand it. Anyway, let’s not digress here.
I guess that it’s pretty hard to find a person nowadays who doesn’t have an account in one of the social networks. And I’m not only talking about the youth. More and more senior internet users are starting to like social platforms because they’re entertaining, can be useful from time to time, and most importantly, make people in these hard cyber times a bit closer to each other.
Yes, that’s basically it. Social networks were originally designed for communication. Finally, the entertainment part rolled in. Obviously, the amount of traffic there is huge, but as we already know, the quantity doesn’t mean quality.
And again, I’m not saying that the ads on social media don’t work because Facebook wouldn’t be so mighty and successful in that case. The thing is, that just like with YouTube and the display network, you should understand that in many cases, this traffic just won’t convert when it’s cold and such an audience definitely needs to be warmed up.
I’ll repeat, that there is nothing odd in it because you shouldn’t forget that people there are primarily chatting with their friends or simply relaxing. Stop bothering them with your ads, and if you do – do it the right way! Well, sure it was another attempt for a joke, but I hope you got me. Do you remember me saying that online ads are more flexible than offline?
The thing is that online you have a possibility of choosing who you’re targeting based on many facts, including such important information as their interests and habits. Otherwise, you will just waste your time, energy, money and leave a person who just saw your ad unsatisfied or even pissed off. By the way, I guess this really reminds you of some annoying TV commercials and I should say that we definitely don’t want this to happen online.
And after all, what else do I mean when I say that you should use the ads on social media or on the websites the right way? There still can be more than one correct answer to this question but the main idea comes up to the fact that ideally, your ad on social media shouldn’t be the first and the only interaction with your potential customer.
For example, many people make a big mistake of targeting all people who like animals, or even worse, all people in the age group of 20-25 who live in Boston, etc. The problem is that the possibility of them buying something from you or even taking some other, simpler action is extremely low. These people don’t know you, and they’re not actively searching for anything, what do you expect?
Thus, ads on social platforms work great as part of a more sophisticated sales funnel where their role is to warm up or support the interest of a person to your brand, product or service, help them to make a decision that they were not ready to make earlier. One of the most popular and effective methods of doing it is called remarketing which basically means showing your ad to a person who has, for instance, visited your website before or performed some other action.
To be honest with you, I’ve initially planned to let this info out a bit later on. The proof is that at the end of the display network part I’ve also promised you to reveal some effective techniques later. However, I didn’t think that it will be so early. So this is basically it. The display network is really very similar to social media websites in terms of strategy. Who knows, maybe I will not manage to keep some other secrets of mine till the end of this introductory part. That’s why it’s worth to continue listening till the end.
As you can see, social networks are just perfect for helping the right people to know you better which in other words is called content marketing. Stop, folks. It seems like this has just happened to me again. The last term that I’ve used is too advanced and was not planned to be used by me at this point. But if we’ve already touched on this. Here’s one more very important and valuable fact that most beginner advertisers usually don’t realize: People tend to buy from people that they know and trust. It’s a proven fact.
As this course is fully dedicated to traffic from Google, be sure that apart from the display network, Google has something more up its sleeve when it comes to social media advertising. It’s definitely worth mentioning that not a long time ago Google decided to release a new campaign type in Google Ads which can be partially considered to be a reply to Facebook and other popular social networks. This campaign is called “Discovery” and just like the display ads, can show your ads not one, but on several properties such as YouTube, “Discover” feed which can be found in the Google’s search app and Gmail.
Note that in this case we’re mostly talking about the ads serving on mobile devices with one single exception. In the case of discovery ads, a key role play high-quality, visually rich, eye-catching and inspiring images that you need to provide. Depending on your niche, this type of campaign can be considered a good alternative to the already mentioned Google display network campaign.
Tracking performance of paid ads. This can’t be ignored
In the previous parts of this tutorial we’ve discussed the most popular ways and techniques of acquiring new customers online. Generally, at this point, many of you may think that you already have some thoughts about what method of promotion best suits your business and it’s perfectly fine. However, please don’t hurry up spending both your time and money right away and making a mistake that thousands of other business owners make every single day.
I’ll ask you a very simple question. Do you want your resources to be spent smartly and efficiently? Yes, sure! Unfortunately, for some reason, a great percentage of business owners who have just started their marketing actions online, don’t pay proper attention to correctly tracking their results from the very beginning. I personally suspect that this can be partially connected with the mere satisfaction of getting traffic to your website or a video which I can understand, or overestimated hopes that they will be able to measure the performance on their own, that is by eye.
Please remember that marketing is not a sphere where something can be measured roughly or approximately. All actions that you take have to be properly measured in order to find out what works and what doesn’t. To your surprise, it may definitely come out that something that you’ve personally considered to be useless and ineffective before, brings you money and customers in the long run.
That is why in addition to setting up and optimizing your paid advertisement campaigns, the second vast topic that I will also talk about in my course is the way you can track the performance and effectiveness of your marketing actions both within the framework of Google Ads system and also in another, Google’s separate advanced web analytics system called Google Analytics.
Yes, if you really want to become successful online (and I really hope that you do), you should be able to understand what people like on your website, and also why do they leave. You don’t need to guess, you need to know it. By the way, this is the main reason why many people are afraid of paid advertising and stop doing it after the first couple of times they think they wasted their budget.
What you should understand is that paid traffic is not a lottery. You shouldn’t guess and hope but know and control what you’re doing, constantly testing new things and adapting to the current situation.
Paid ads are all about the money you’ve spent in order to get a return on investment. It’s that simple. As you can see, it’s not scary at all if you see whether what you’re currently doing pays off and are cautious and fast in making necessary changes.
It’s time to connect the dots. Building a brand
Let’s assume you already have experience in creating and managing advertising campaigns that bring you good results, your website or landing pages that you send traffic to were optimized for specific user actions by having conducted multiple A/B tests, the conversion tracking is set up and functions correctly. At this point, it may seem that you’ve done a great job at perfecting your money machine and generally, it’s hard to disagree with it. However, wait. Don’t be so opinionated. I didn’t let you be so yet. You should wait for a command. I don’t need to say that it’s a joke, right?
Anyways, so what do you think will happen next? Well, you may say that you will just continue to do what you’re currently doing, maybe even increase the advertising budget in order to scale the whole thing up. Yes, this also makes sense, however, in such a case, by turning off the ads, most likely, the inflow of new customers and sales will just stop too, which is kind of logical, but not something everyone should strive for in a long run.
In other words, this is not the full-fledged, automated business that most people are ultimately dreaming of. I would say that to a certain extent, such a business can be compared to freelancing. As long as you’re working hard every single day by doing something for one-time customers, you have an income, but when you stop, everything is over. Another thing is that in such a case people probably contact you and buy from you only because they just need to have something done.
Most likely as cheap and fast as possible. I should say that the probability of you becoming a rich person by selling cheap products is pretty damn low, but there’s another, the bigger problem in this. In such a case, there is absolutely no sort of emotional connection between you and your buyer. Your relations with him are that simple.
What I want to say is that the mere conversions or one-time sales should not be the only focus and result of money that you spend on paid traffic or any other marketing actions. If you’re serious about marketing, you need to have a strategy that is more long-term. By the way, wasting money on those people who don’t buy from you the first time is also not farsighted.
So do you know what’s the difference between freelancing and entrepreneurship? In other words, a one-time “conversion game” versus a real business? It’s a returning customer who knows and likes you. In a well-established business whose goal is to make its’ customers’ lives better, the real money or profit is always being made later, that is not from the first transaction or interaction with the client.
At the end of the social media advertising part, I’ve already mentioned that people usually buy from people who they know and trust and even said that this can be considered a secret. So this is exactly what I mean. In order to build a really successful, full-fledged business you definitely need to have and grow your customer base. What’s the best way of doing it? Theoretically, you can literally collect the contact info of people who have previously bought from you (for example, by building an email list) and then try to make them buy from you again.
I should say that this is not a bad idea at all, but the best thing that a business owner can imagine, is when customers come and return to him without pushing or asking them to do so. Why would they do this? This is a very good question I should say because we’ve finally approached the notion of a brand which is one of the main things in marketing.
So what is a brand? There are many definitions but generally, they all come done to several points which are essential. A brand is a trustworthy promise. One of the biggest brand-building goals is to differentiate from the competition by building relationships, convincing a customer to purchase from you over them! You need to provide the consumers everything they need that they are not getting from a similar business.
At least they should have such an impression. You should make people feel that you’re not selling to them, but really understand their concern and helping them to be better, feel better. “The best brand builders see greatness in their customers, and figure out ways to enable it”. You need to share values/beliefs with your customers which are bigger than any product.
Do you remember me saying that in freelancing there is no emotional connection between the business and the customer? So this is because a freelancer who is working on one of those huge freelance platforms doesn’t have his own brand. To be honest with you, we may even say that he doesn’t have a business or doesn’t own the customer. A platform owns him because the customer doesn’t return directly to the business which does the job.
They return to that platform because it’s fast, cheap, safe, has a lot of good professionals and so on. These promises are parts of their brand. If you analyze such platforms attentively enough, you’ll notice that the owners of those platforms try to do everything they can in order to suppress any manifestation of brand development among their freelancers because they understand how important this is. They want them to stay unnamed, dark horses so to say.
A pretty similar thing happens in case you’re just providing a simple “unbranded” product or a service to consumers directly (I mean, not through some marketplace platform like “amazon” or a freelance platform like “Upwork”). Although it’s still better than the previous option, however, as there is no emotional connection, people buy from you only because it’s profitable or comfortable for them at that particular point in their life.
However, in case there are some minor issues or if someone else offers the same product or a service a little bit cheaper, they won’t contemplate too long. They will leave you never to come back because there is nothing to come back for.
As you’ve probably noticed, I’ve mentioned the phrase “emotional connection” several times already. And I’ve done this for the following reason: “People buy change (or in other words, the solution to their problem, a result) with emotions and then justify it with logic”. In most cases “people don’t buy what they need, they buy what they want”.
If people are really passionate about your brand and believe in it, they will become your loyal customers for a long period of time. This means that they will buy your products or services several times and become your regulars. A regular, in turn, means, first of all, that you don’t need to spend resources on finding a new one, but simply earn more automatically.
But these are also not all the advantages, because in this case, they will certainly recommend your company to their friends, relatives or acquaintances, which in turn will have a very positive effect on the “organic” promotion of our brand with the help of a word-of-mouth-marketing.
And this, accordingly, can mean that our company will become larger and profit will increase, since deep inside each of us understands that people are often willing to pay a lot more just for the brand, the trust and many other different feelings that can be associated with it.
At this point, I hope that now you understand that building your own brand should stand at the very top of all your marketing actions or in other words, to be your ultimate goal. Obviously, you would ask how this could be done? A brand consists of several elements and can be built with the help of both paid and organic traffic. This is a very extensive topic that I definitely won’t be able to cover within this introductory part of my course. I will stop here by saying that a huge role in this process plays a term that has also already been unintentionally mentioned by me earlier in this lesson. It’s content marketing.
Any other traffic sources in the future?
As you already know, this course focuses primarily on paid traffic from Google and the reasons for this have already been mentioned by me earlier. However, as I want to make my introduction to the world on internet marketing as complete as possible and I want your marketing strategy to be as complete and long-term as possible as well, obviously, I want to share my thoughts about other traffic sources too.
I will start by admitting that, personally, I always prefer to approach different things thoroughly and comprehensively, which means that I do not and can not recommend using paid advertising as the only source of traffic to your website in the long run.
First of all, as the English proverb goes, putting all your eggs in one basket is simply short-sighted. In other words, for example, in case of some issues with your main traffic source, the sales will probably drop heavily, especially, if your brand is not strong enough yet. As you should strive for your business to be as stable as possible, this scenario is highly undesirable.
Every experienced marketer will confirm that the key to success lies in the advisable usage of all available methods of promotion that make sense for your specific business and in your specific situation. (Both free and paid).
Of course, after you try several of them, over time you will begin to understand which of those methods of attracting customers is the most optimal for your business and the niche as a whole.
However, even this does not mean that it will be necessary to dwell on one thing. You can simply allocate most of the budget for something specific. For example for a certain type of campaign in Google Ads. If speaking about free methods, then I highly recommend you to make yourself familiar with this article where I discuss a strategy that I personally think it’s worth investing your time and money in.
Remember about your website and ad assets
You’ve probably noticed that throughout this lesson I’ve mentioned several times that the good overall quality of the incoming traffic is not all that you need in order to make a sale or close a deal. Obviously, not only you need to have a good-looking, trustworthy and conversion-oriented website, but also strive to make the assets such as titles and descriptions, images and videos that you’re using in Google Ads the same.
Note that all these elements should be as consistent as possible to both each other and your product or service. The last thing that we want is to lose or disappoint the customer that we’ve paid for even before him making a purchase because he expected something different from you.
As web development is a pretty extensive topic, I won’t go into any additional specifics in this introductory part of the course which primarily focuses on advertising and marketing. However, I will mention that in case any of you would be interested in me providing you some concrete suggestions or even technical help, you can always contact me regarding this directly.
This is the end. Hold your breath and count to ten
So guys, at this point, I want to thank each of you for your attention. I really hope that you have found my pretty protracted introduction to the world of internet advertising interesting and informative. No need to say that I will be happy to see you in the next parts of the training which will be structured in the same order as the subtopics discussed by me today. Let’s get your business the attention that you deserve! See you soon.