If you’ve been building your email list, you may well like this new development for Adwords.
In essence, any time someone has used the same email to log into their Google account it will match, and ads can be shown to them across Google’s network e.g. in Gmail or YouTube.
This is a MAJOR change for Adwords.
I’ve experimented with the list matching myself, and found that you get around a 60% match i.e. 60% of your list use the same account to opt in as they use to access their main Google Account.
This is going to be a ‘must watch’ space as CRM lovers and Adwords Pros start to work much more closely.
Google Adwords re-marketing is a way to turn an initial engagement into an ongoing relationship.
The best bet is to look at this overview video from Google:
Key point: you have more than one chance to engage with a potential customer, instead of leaving it ‘to chance’ they will return to your website to take that action.
Who is it for?
I think right now, many people are missing a trick.
They are driving traffic to their website via social media, but they are not following up with them.
Sure, you could use Facebook remarketing too, but with revenues of $50 billion+ from their Ad network, you should really be looking at Google too.
How does it work?
Here is the basic process. And even though we’ve focused on Google+, think ‘Social’ and your email list, and anywhere else people may visit from!
In essence, remarketing is a way to make the most of your marketing as you stay top of mind, more often. And you are driving an action with the ads they see, knowing they have an interest in that product/service/business area.
More information, and tips, from the PYB team:
This was a presentation we did for Level 3 of the Academy, but I thought the wider world would appreciate it too.
Thanks to Jim Banks for spending the time to run through it all!
You may well ask ‘How does Google Adwords work?’, so I thought I would put together a simple guide to take you through the essentials.
Google Adwords is the advertising system from Google.
If you have a website you may well already be ‘paying per click’ for relevant traffic. But Adwords has come a long way in the past few years, and with the world going mobile there are increasingly awesome solutions for small businesses to connect with customers.
Google Adwords enables an individual or a business to access their target audience through Google Search, YouTube, or through partner channels. In other words, people ‘search’, your advert appears as an option in the Search results.
And for those who are super up-to-date with what we think is coming next – think about your video ads appearing on Android TV.
If people find your advert to be appealing, then they click and find themselves at your website. This in turn costs you for their ‘click’.
But how do you know the keywords for which people are searching? Well, this is where the Google Keyword Planner becomes an invaluable resource.
What is Google Keyword Planner?
As you will see in this video, the Google Keyword Planner Google Adwords allows you to access ‘how many people’ are searching for ‘what’ keywords, ‘where’ in the world and on ‘what’ devices as well. In turn, this will enable you to work out whether there is an audience already available for your keywords, or if you would be better off looking at alternatives.
You will also see the level of competition on each one as well – i.e. how many people are paying to advertise on a keyword. This leads us onto how Google Adwords operates as an auction for keywords i.e. you ‘bid’ on the ones you want.
But before we do that, you will need to set up a Google Adwords account, so here is where you can do that: Create a Google Adwords account and this will guide you through the first steps of choosing your country, creating ads, pricing etc.
But note that everything in this article can still be read/watched will help you understand it all a lot better.
Google Adwords bidding
This is the central feature to Google Adwords – people ‘bid’ an amount on a keyword. This idea is generally known as ‘pay-per-click’ advertising, or PPC.
You may think that the highest bid wins e.g. and then they get the highest position in Google Search results, but it is not that simple. As Google is very much founded on the principle of the more relevant results being delivered to the person searching, you will find that ‘click-through-rates’ (CTR) and ‘Quality Scores’ will determine the bid price vs. the position you gain in Google Search.
As such, if your ads sit at the top of Google Search because you paid the most, but no one clicks them as they don’t relate to the adverts you’ve written, you may find you don’t stay there for long.
The concept of ‘click-through-rate’, or CTR, is one of the main ones you will want to grasp.
Putting it simply, if your advert is shown 1000 times, and 25 people click on your ad then you advert has a CTR of 2.5%. If you trial different adverts you may well find certain ones have a higher CTR, and in is possible your cost per click will be reduced.
You may like to think of it a little like a sales funnel…
How how would you like to pay for a new customer?
Here is a model I have used for almost 15 years that you may find useful.
Obvious to some, but still useful to so many people out there!
If you have your advert shown 1000 times, 25 people click on the advert displayed, then you have 25 visitors to your website.
(or ‘calls’ on your phone e.g. direct from mobile)
Note: using Google Adwords you can have different adverts pointing at different pages on your site.
But what do you want to happen when people visit your site, and in particular, that page on your site? Do you want people to phone you, fill in an enquiry form, sign up for a newsletter, or even purchase straight away? The answer to this question will be determined by the sales funnel you have in place for this part of your business.
As such, you may like to consider…
What is the outcome you are seeking from that action?
This is the first question I have in mind whenever I am chatting with anyone about business about marketing or business.
It clarifies the intention behind an action and can save a lot of effort going in the wrong direction.
a small/medium business wants a $1 million uplift in sales
the average client value over a year is $1000
so, keeping it simple, they need 1000 new clients to generate a $1 million
So, here is the question that I have found makes a huge difference:
How much would you be willing to pay for a new customer?
Let’s say a person would pay $200 for a new customer (it could be $2, $20 or $2000 as it depends on your business)…
If you know this figure you can start build your marketing strategy around it.
Then you reverse it: giving you the target cost of acquisition
So, if you have 5 enquiries from a website and the marketing cost of those 5 enquiries is $40 each and you convert 1 into business = $200 to acquire a new customer
When you think of each marketing channel feeding into the sale funnel in this way, you begin to ensure everything is measurable.
Then you can have some fun doing the tests using Google Adwords e.g. different adverts, different styles of landing pages (i.e. dedicated pages with the outcome of converting business).
As such, you can tie in your Google Plus activity back into your Google Adwords campaigns as well.
You do this will something called ‘social extensions’ but before you can do that, you will need to set up a Google+ Page…
How to set up a Google+ Page:
Knowing it is the future of Google, you will find there are ‘social’ advantages to being on Google Plus. If you have a business with a physical location you will certainly want to be ‘on the map’ in the most up-to-date manner.
As such, you will probably want to set up a Google Local Page: full instructions on doing that in this article.
If you don’t have a physical location, you will still want to look at setting up a Google Plus Page.
This video will guide you through the process…
Linking Google Plus Pages to social extensions in Google Adwords
Once you understand the basic principles behind Google Adwords, you may well want to link your Google+ Page to your account. You do this by adding in ‘extensions’ and one to look in particular is called ‘social extensions’.
As you can see from the screen grab below, you can add in extensions for ‘reviews’ (these are the ‘stars’), and for followers that accumulate on a linked Google Plus Page/website. The principle being: people are more likely to click on an ad that has been ‘socially endorsed’ reviews from real customers, or buy having more followers than a competitor.
Which would you click? One with the stars, right?
So, why would you want to add in social extensions (they are default once you’ve connected your G+ page, website etc.)? The answer is all about ‘click-through-rate’ (CTR).
In one test, Cadbury found an increase in CTR of 17% when adding in social extensions to their Adwords campaigns: here is the case study from Google.
And a higher CTR is likely to lead to a lower cost per click, therefore saving your money on your Adwords spend.
In other words, the more ‘social’ your business is in this way, the more the benefits are likely to feed back into your Google Adwords campaign.
Once you have this done, you may like to look at building up the social evidence that people relate well to your products and services. This will include your followers, +1s, and reviews from many sources.
Google’s Adwords Express is a very straightforward way to getting going using Google Adwords.
It is focused on being for ‘local businesses’ i.e. when people are searching for your service within e.g. 25 miles radius.
It does not require as great an understanding of the more full Google Adwords system.
As such, it is a great entry point – you can have adds appear for you Google Plus Page or your website.
Google Adwords has transformed how people can connect with potential customers. With Google Plus you will find the ‘social’ feedback will add an element into how people do business online – when people click a +1 button they are publicly saying “I relate to this”, and if they give a review they are giving even more of their opinion as well.
Google Adwords is, in my view, an essential part of the marketing mix.
Google have announced that they are trialling a method for Google+ content to be distributed through their 2million strong display network i.e. on publisher’s websites.
This enables posts to appear when a smaller version, embedded in a page, is clicked.
As such, now you can allow your content to flow outwards and connect people to your content, your Page, to your Brand. (if accepted into the Beta program, see at the end of the article or click here.)
This promo video gives you some idea how they will work.
Here are a couple of quotes from the video: “Let our consumers talk to us through the advertising.” And this “changes not only what you say, and how you think about it, how you craft the messaging.” Check it out…
Very early days on all this but it feels like we’ve been here before…
In the early days of Google Adwords (2003-5), the price per click of an ad was low as competition was low. This meant people could really gain a high return on their investment by getting in early.
Could there be the same opportunity with +Post Ads? Well, we certainly think it is worth getting yourself and your brand page ready for the opportunity.
As such, this post will make sure you are ready for when it happens.
We have to remember that in the days prior to Google Adwords, Search was all ‘organic’ on Google. Then people could ‘pay for exposure’ based on ‘clicks’ for specific keywords or phrases.
The same could be said for Google+. Until now a person or a brand achieved exposure through naturally engaging with people on the platform, building your network, building your authority. And that process would enable content to ‘rise in Search’ (lots to this, but that is the short version!).
Now there will be a choice for brands to make: do they build their following through organic means, paid, or a mixture of both.
Check out this really great little video interview with Mark Traphagen to explain this opportunity:
Every post becomes a mini-landing page (as mentioned in the interview)
Looking at the promo video we can see that the +post ad, once clicked, is in effect a mini-landing page but without having to leave anywhere, and as such is an opportunity for every brand. People can interact directly with the content, and being logged into their Google+ account is the thing that makes the difference here. This is going to transform how we think about content and engagement.
This could well create a new form of online marketing.
Why being able to use Google+ well really matters
As with Google+ in general, with every +1, comment, share can now track the person who is doing it. In turn, you can build a relationship, you can find your brand advocates, you can connect with the influencers in your niche, you can reward/support/encourage…
There is the question however, who will be manning the desk? People will need to know how best to e.g:
To optimize each post to encourage the most engagement
Choosing when and where to share it within the network (presumably this will be done within the Adwords dashboard settings)
To build Google+ Engager circles
To comment in ways that stay on brand, yet encourage engagement
To deal with ‘issues’ that may arise on threads
There is also the big question of how best to create content which will work best for your marketing; and interesting to consider what % engagement rates will be considered the norm within a few years (just as a 2.5% CTR seems to be considered the norm for PPC).
This is the key thing about Google+ and how it has taken Permission Marketing to the next level. No longer do you need an email address – you have access to much of their information on about section on Google+ and their public posts. You can speak directly to them, especially when they have engagement with you first (many caveats apply here). You also have a whole visual database of their content available and can engage with them too. It is all about relationships built over multiple interactions – you and your brand will be the obvious choice when the time comes to make a purchase decision.
The approach for big brands may well be more about positive ‘touch points’, but for smaller brands those 5000 people in their circles really could make the world of difference.
As mentioned in the interview with Mark, knowing how the +1 recommend feature works, for instance, can transform how your content to travel across the Plus – combine this with ripples are you are ahead of the rest.
So, all in all, knowing how to use Google+ is going to be important, and as such, we have been preparing and this website has everything your will need to get started and really excel at using Google Plus for Business.
We have no released information on this yet. Presumably the dashboard on the Page, linked to Google Adwords, will start to show data for the +post ads, including: cost (could be PPC or CPM), engagement metrics (+1, comment, shares), top engagers with the brand (we have this on YouTube, so why not?), cost per action e.g. someone clicks a link, joins a hangout etc.
Combined with Google Analytic’s goal, this could all prove the case that social really does work.
Quoting from the promo video, this process will enable “the right message, at the right time, to the right person” which has to be what every marketer wants, right?
We can speculate on what will come next, maybe even ads will appear with a publisher mark up in organic results as well. But Google is going to continue to serve us content to which we relate. If we don’t, we don’t click and they don’t receive ad revenue.
Google+ has just grown up. It will be exciting to see what happens next…