(Newswire.net — October 31, 2013) Las Vegas, Nevada — Making sure your business is making a big splash can require a lot of time and effort. Many businesses will hire a marketing professional, thinking they’re all set. Talor Zamir, a Las Vegas based Google Adwords expert with years of experience, says there are a couple things businesses need to ensure are being done to ensure a successful ad campaign. “Your average pay-per-click manager might seem like they know what they’re doing, but chances are they don’t know everything,” says Talor.
Google’s advertising platform, AdWords, is the biggest, most powerful, and most successful in the world. Even as a global entity with billions of users, they favor the advertising revenue that comes from local businesses. Just because Google favors a local business doesn’t necessarily mean that you’re getting the most out of your campaign. “I meet business owners all the time that tell me they tried AWwords and it didn’t work for them,” says Talor. “A lot of businesses will try AdWords blindly, but you really need to know what you’re doing.”
Your business or practice might be running an ad right now-it could even be successful-but that doesn’t mean that there isn’t any room for improvement. “Their ad could be awful, and they might not even know it!” says Talor speaking about the average business AdWords campaign. Split-testing is a fantastic way to test multiple ads to see which ones are getting Google users to click on them. “I know people that started out with an ad that had a one percent click-through rate in a competitive niche, and by the time they were split testing, they had a three percent click-through rate!” Finding that winning ad with the right keyword variations can be a huge difference maker all on its own for a business that is looking to generate leads and grow.
In addition to generating better leads online with a stronger ad campaign, Google will recognize that your ads are generating traffic and lower your cost. “ Google rewards you for having a high click-through rate,” says Talor.” So if lots of people are clicking your ad, Google is seeing that your business is relevant and will charge you less. Google loves relevancy!” The benefit of a lower cost per click, in addition to saving money, is that a business now has extra ad revenue to spend and reinvest. Local businesses can get to the point where they’re spending far less on their advertising and seeing a much higher return on investment.
Having a poor ad campaign isn’t the only mistake Talor sees when he starts consulting with a local business. He says, “big mistake number two is that people don’t have a high converting landing page.” More often than not, a business, lawyer or other professional has the traffic coming in from their ad campaign going right to their main website. “There’s a very specific formula for high-converting landing pages that is very, very important if you want to make the most of your money.” When ad traffic goes straight to a business’ main webpage, the potential customer is bombarded with images, tabs, and information. They start clicking around the site and reading or doing other things. A high-converting landing page offers relevant information, perhaps a video, but it includes a strong calls to action or methods for the customer to open up lines of communication with that business. “The landing pages are designed to do one thing: to convert that traffic.” Because of the results of a well made, high-conversion landing page, businesses can expect to generate more leads than if that traffic went to the main webpage.
“Doubling up the two elements of having a solid Adwords campaign with a high-conversion landing page is essential,” says Talor. Hypothetically, if your AdWords campaign is generating three times as much business and your landing page is generating twice as much, a business now has five times as many leads coming in than they did before. “That’s the difference between an average campaign that takes a company from zero to seven figures in a matter of months and the other campaign where the guy either breaks even or doesn’t work out.” Little things like that can make or break a company, says Zamir. “I’ve hired and fired at least 5 PPC managers over the past several years that either didn’t know how to generate a decent ad campaign, or who knew nothing about landing pages. One was even an ex-employee from Google!”
Talor recommends that any business that has hired a PPC manager to monitor the campaign. “If they’re just sending traffic to your main website without even mentioning landing pages, or if they’re not split testing ads, they’re wasting your time, costing you money and good potential business.” Zamir says there are no guarantees. Things like location or business niche that factor into the results, “but these are sound, proven strategies that businesses should be aware of and implement in their advertising regardless.”
There is an understandable temptation for a business to go it alone and setup their advertising campaign themselves. AdWords itself isn’t that complicated to get started and setup, but there are a lot of subtle tips and tricks that an experienced internet marketer or lead generation expert would know that an average business owner wouldn’t. “There’s a big difference between 10,000 leads and 80,000 leads,” says Talor, “Google clearly isn’t going anywhere. If you want your business to succeed and grow, you need to get serious about having a strong AdWords campaign and and solid high-converting landing page to get the results you’re after.”
Talor welcome inquiries and questions via his website or Google Plus profile.
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Talor Zamir
Google AdWords Expert
http://talorzamir.com/