When paying for online advertising to generate real results, investing money for sales, results, and ROI are the most important factors.
Nathan Misirian from Autumn Counsulting visits Colombia and becomes our newest training mentor.
When paying for advertisements online, or when investing money to generate sales, results, and ROI are the most important factors. If you are struggling to get the correct leads, engage with your possible buyer, and actually close the sale, then this blog post is for you!”
For us and our focus on the Logistics & Transportation industry, it was particularly difficult to create Google Ads campaigns to work effectively. The traditional “Two to Three Keywords” approach is lacking. This approach can drive many views with no clicks, poor clicks, crappy leads, or a bunch of bots filling your forms!
If you are reading this blog, chances are you are struggling as we did. Frustrated, we went on a research quest trying to find ways to improve our results – from hacks, tips, and tricks, to talking directly with Google’s support, we tried it all, and it still didn’t work. How could our Google Ads campaign be improved? How could we avoid throwing additional dollars at the problem with unfruitful campaigns? The “learn through trial and error” approach was proving to be an expensive and often inefficient way to go about it.
That was when we requested Nathan Misirian’s help. Nathan was originally contacted to be a mentor for our ProfitQuest LMS platform, helping us create a training course for Digital Marketing. But once he heard about our struggles, he agreed to take a look at what was wrong with our campaigns.
“The Devil is in the details” the saying goes and nothing could be more correct when it comes to online ads. This past month, Nathan traveled to Colombia for a week, to record his training in SEO, Google Analytics, Digital Marketing, content marketing, ads, and more. During the consultation with him, “these details” were discovered. Here are the main takeaways:
- START with your website content before ads!! Having updated content on your website and posting blogs, is important, but do NOT overdo it! If you write about everything that happens in your company and post it on your website, you will end with hundreds if not thousands of blog pages about various topics confusing the algorithm of Google on what you sell and making your website way too page-heavy.
- Divide your content. Keep on your website only the content that can clearly guide your customers to understand what you do, what problems you solve, and what you stand for. If you have something social to publish, like an event or conference you are attending, consider using your social media profiles, and your Facebook or LinkedIn blog page to post about it.
- Don’t make decisions based on a hunch, or on “this is what the industry xwz has always liked/needed/read”. Google Analytics is there for a reason, use it. Instead of paying your Google, Facebook, or LinkedIn ads for campaigns you believe will work, base your efforts and money on actual data. Go through your most read/viewed pages, and go through your Keywords/Keyphrases tools in Google Ads to discover searches related to your services.
- “Keywords” are important, “Keyphrases” are essential: If you really will never search for your company’s product in Google using just ONE or TWO words, what makes you think your customer will? Instead of just one or two words as keywords, use a long tail keyword or “Keyphrase”. Simply put, the natural way how a human being, you or me, will search online – is a Long Tail Keyword. Use that to improve your website presence.
- Did you find a good “Keyphrase” or “Long Tail Keyword”? TEST IT: go to Google and search yourself those long tail keywords you chose. Are any of the results you got on the first page of Google related to what to sell/do. If not, then consider changing your “keywords” once more.
- Will you understand what you are selling from your website’s home page if you weren’t working at it? If you can’t be sure you will, then your homepage may be too crowded or too confusing. Use the keyphrases (the most common ways how people will search for services similar to yours on Google) on your homepage to guide your customer.
Today, it is common for people to search for answers and solutions through search engines like Google, so make sure they can effectively find you there. This is just a summary of what Nathan explained to us, if you want to go deeper and better understand this topic, join ProfitQuest and access our latest training about Digital Marketing.
PS: With Nathan we also went to a wonderful Non-profit helping in-need communities in Medellín, follow us on LinkedIn and activate the notifications to know all about it, we will be posting the story soon!
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