Search Engine Marketing That Works
Anthony Scaglione • May 18, 2022
Trust a certified ads professional.
Google's AdWords platform is undoubtedly the king in the search engine marketing world. Google is the most visited website in the world, with over 62 billion visits per year (Similarweb, 2019). It's not shocking that their market share in the web search space is also huge - as of this writing, Google performs almost 92.5% of all web searches (Statcounter.com).
It's not surprising that businesses want to tap into this enormous traffic. But, it's not that easy. Here's what we've learned from using the AdWords platform for the past 10 years.
Many small business owners and marketing managers seeking search engine marketing (SEM) for their websites opt to navigate AdWords themselves. We must say, AdWords has gotten much more user friendly over the past decade. But knowing how to build effective campaigns, write compelling creative, target the right people, and track success should really be left to the pros. Here are some tips:
- Seek a Google Ads certified professional.
According to Google, "Google Ads certified professionals have passed multiple assessments that assess their product expertise. They're qualified to help you grow your business on the web using Google Ads." I am the resident Google Ads certified professional at THE BRAND CANYON. We have experience building campaigns and managing budgets for all sorts of businesses. We've worked with budgets from $100 a month to $500,000 a year. We'd love to help you. - Don't go it alone.
It might be tempting to set up your own campaigns, but this comes with a risk. While Google automates some parts of the SEM process, understanding keywords, ad quality, audience targeting, and being able to measure success should really be left to SEM pros. Again, we recommend using a Google Ads certified professional for these reasons. - Understand the connection between budget and results.
The great thing about Google Ads is the monthly budget feature. You set your budget on a daily or monthly basis, and Google will ensure that you don't spend more than that amount during that timeframe. The more you spend, in general, the more impressions you'll get, and the more clicks to your website you'll receive. Budget with those outcomes in mind! - There are more options than just search.
Years ago, the only option to advertise on Google was the common, top of search results page advertisement. We've all seen those. But what's changed? Well, a heck of a lot! Google has the largest display inventory in the world, allowing advertisers the ability to target and generate impressions from static, animated and responsive graphic ads. Additionally, since Google owns YouTube, several video promotion opportunities exist, including sponsored results and pre-roll video ads.
With all of these options and considerations, it's obvious why several of our clients come to us screaming "HELP!!" Maybe you've delved into the AdWords space and are looking to get the most bang for your budget. Or maybe you just want us to manage the whole thing and take it off your plate, allowing you to run your business or handle other marketing tasks. Whatever your situation, we're here and ready to help,
Email me today!
Digital Marketing 101
Gone are the days of luring excited car shoppers to the lot with an almost guarantee that if you have the right car and a good salesperson, the deal is done. Things are completely different now. In order to understand how to attract customers to the dealership, first we have to ask the simple question: what has changed? Well, a lot. If you're a dealer principal, general manager, or general sales manager, you have some big responsibilities. It's your job to understand who your customer is- and this goes beyond just demographics. You should know what sorts of things they like to do, so then you can understand what they might use a vehicle you sell them for in their everyday life. You should know why they buy what they buy- if you're selling a luxury brand, like Lexus, Cadillac or Porsche, you know your customer places high stock in brand equity. That's your selling point: putting your product in an environment. One that resonates with your customers. Back to what has changed, wow, there's a lot. For one, we know that car shoppers are MUCH more educated than they've ever been before. They know your inventory, the other dealer across town's inventory, and likely every other competitor's inventory within a 100-mile radius of your store. They know the incentives and they know what their trade is worth. And they're going to come to your dealership prepared. I get this all the time- "what about loyalty?" Is that gone, too? Well, no, I think it's still there, but your customers are changing. The Baby Boomers are a very brand-loyal generation. For years, they've been the bread and butter of most car dealerships. But as the Boomers stop driving and thus, stop buying cars, dealers are increasingly looking for new blood, found in the Generation X and Millennial generations. Some studies have shown , thanks to social media, that Millennials are the most brand-loyal generation. This presents a BIG opportunity for dealers.
Email marketing is a very effective way to get in front of your customers and prospects. But there is a right and wrong way of doing it, so it really is best to do it right. A t THE BRAND CANYON, we love email marketing. It really works in Phoenix, Arizona as an effective form of digital marketing. We've been doing email marketing for 10 years, and we've definitely learned some things. So, let's get started.
Video marketing is really nothing new. YouTube has been around for awhile, as has Facebook's video sharing services. So while it may be nothing new, it is still one of the most important digital marketing media. Take a look at these stats on video marketing from Forbes: According to YouTube, mobile video consumption grows by 100% every year. Video is projected to claim more than 80% of all web traffic very soon. Adding a video to marketing emails can boost click-through rates by 200-300%. 90% of customers report that product videos help them make purchasing decisions. 64% of customers are more likely to buy a product online after watching a video about it.
According to the American Marketing Association, a brand "is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers." Put another way, it's the picture in someone's mind when they think about your business. It's the image that pops into their mind when they think about your product, services and activities your business engages in. It's an important image and one that must be nurtured and never neglected. It's easy though to get complacent or disengaged when thinking about a company's brand. Business might be off the charts - customers coming through the door, products flying off the shelves. But is your company's image developed to be the best? Is that mental picture in the minds of your customers being nurtured, developed and positioned in relation to your competition?
