Google Adwords Marketing – Landing Pages
Just incase you haven't noticed, the amount of space given to Google natural search results has shrunk again. In popular search categories there are now as many as 4 Google Adwords advertisements at the very top of each search results page. This is usually followed by Google Maps business listings and then about 10 natural search results (SEO influenced), followed by an additional 3 Adwords advertisements on the bottom of each page. As natural search gets squeezed and Adwords takes another step up small business owners not utilizing Adwords paid search would be wise to reconsider.
Search Engine Optimization (SEO) continues to be a cost effective method of reaching prospects and a vitally important marketing process. With that said, businesses not utilizing Adwords may be missing another important marketing option and a chance to cost effectively gain more businesses.
Google Adwords has evolved into the most sophisticated and accountable online marketing method available today. Business owners looking to reach more prospects and increase sales should consider Adwords as a primary option.
Make Google Adwords cost effective for your business!
Part 1 – Landing Pages
The ability to send searching prospects directly to a specific landing page increases the response rate. For those who don't already know, a landing page is a webpage created to target a specific keyword or type of search query.
Example: You are in business as a general building contractor. You website features foundation to roof all inclusive building services. Replacement windows are a service that makes you a good margin and you would like to increase replacement window sales. Your Adwords campaign targets the keyword phrase "Vinyl Replacement Windows". Your landing page should be about "Vinyl Replacement Windows" and nothing else, not gutters, not decks and not kitchens. Your landing page should feature numerous call to action contact options and basic details about your replacement windows, nothing else. Anyone reaching your replacement window landing page found it through an Adwords search. Now give them what they are looking for!
Not having a landing page that is highly specific to the search is a common mistake. I see this everyday and the affect on a marketing budget could be devastating. If you are searching for "Replacement Window" and land on a page that features Roofing, Siding, and Gutters but barely mentions replacement windows and you most likely won't stay very long. Google offers up about 25 results per search, prospects want what they want and they don't want to have to hunt for it once they click on a link. Getting to your link was all the searching that most prospects intended to do. Without a proper landing page your viewers will quickly leave your website without any additional action, other than cost you the price of a click, ouch!
Lets imagine that 1 in 30 Adwords referred pospects makes contact with you through a phone call or email form after reaching your website and landing on your home page. Now lets suppose you set up a great landing page, specific to your keyword "Replacement Window" campaign and featuring a clear call to action. Suppose your 30 clicks now generates 3 contacts. This one process alone could triple your results or save you 66% of your budget for a fixed number of monthly leads.
Landing pages are only one of many improvements to an Adwords campaign that can mean the difference between being hugely successful and failing miserably. We will be examining additional processes with a series of short Adwords articles aimed at helping our readers MARKET BETTER.
Thanks for reading,
Contractor Power Marketing has an opening to take on an additional client or clients. We provide wordpress web design and development with an emphasis on SEO and Adwords set up and management. We take on new clients with monthly marketing budgets between $150. and $2,500. that we believe we can help to increase sales and grow their business. Call us today if this sounds like it fits your Internet Marketing needs 609-693-9778 or Email Contact Form
How to Geo Target Customers With SEO?
Getting your business listed on the first page of a Google search in Business Maps or Natural Search in your local zip code area is a nice marketing accomplishment. If your run a breakfast / lunch restaurant in a heavily populated area and draw your customers from a 3 mile radius of your location this may be all you need to succeed and draw customers from your online presence.
On the other hand if you are a Hardwood Flooring Contractor that depends on drawing clients from 40 miles or more away and 11 different towns you will need to execute a geo targeting web page campaign to reach your entire market. Local Web Pages are created with content and tagging to reach prospects in a specific city or town areas with Google Natural Search positioning.
The further your customers are from your office or business location, the harder it is to reach them through SEO and Natural Search Listings. The amount of local online competition for the keywords and phrases specific to your trade, services or product line increases dramatically as you move away from a verified location. With all things being equal (they rarely ever are) the location of your business plays an enormous part in the serving of Google search results.
To compensate for the lack of a physical business location the development of geo targeted web pages can be a highly effective marketing process. A Local Web Page is a Landing Page specific to a geographic location. The Local Web Page should have unique content and keywords specific to the trade or service and also include location specific keywords such as the city / town and zip code you are targeting.
Like all web content the Local Web Pages that you create should be checked regularly for results once they have been indexed with Google and BING. Strategic adjustment to copy and keywords can help your pages transcend the competition to productive positioning.
The Local Web Pages marketing process has some advantages over Adwords that increase dramatically when compared over a longer time frame. Extended staying power for your Local Web Pages is very possible with a regular analyzing and minor tweaking regiment. The propensity for searchers to prefer natural search results over the clearly marketed advertisements is well documented and combined with lower cost per click over the long haul makes Local Web Pages a cost effective marketing strategy.
The Local Page set up process:
* Make a top 10 list of the keywords and phrases specific to searches for your service or business type. BING webmaster tools has a simple keyword research tool that give you search counts on works and phrases (Diagnostic Tools). My assumption is that search percentages should be universal across all search platforms. You can also use the (Searches Related To) suggestions at the bottom of a Google search page for suggestion. Stay away from highly technical or trade specific names that a lay person might not be familiar with.
* Make a list of the towns / cities in your service area that need a better search performance from your website. Prioritize the list by importance to your business. Include all of the unique town names or postal areas that make up your target market. It may take years to complete pages for 50 or more locations, but by prioritizing you are able to do what matters most to the growth opportunities for your business ASAP.
* Build a web page for each town with unique content specific to your keywords and geo location information.
* Use page name, head tag and picture tags to give the page some additional juice.
* Link to these pages from all other appropriate service pages and main menu.
* Include any customer testimonials with zip code address from clients in that particular city.
* List and elaborate on any completed jobs, installations or clients in that area.
* Announce your new local page and link from all available resources. (Facebook, Youtube Channel, LinkedIn)
Occasionally adding new Local Web Pages to your site gives an additional boost in freshness scoring over more static websites. A minimum of 2 new pages per year for small businesses is not an unreasonable goal, one per quarter is a nice pace. New content provides new opportunity for social contact and the process comes full circle as the search engines give juice to social comments.
Contractor Power Marketing
Contractor Power Marketing is a full service Internet Marketing Company, providing outsourced Web Development, SEO, SEM, Content Creation and Email Marketing for small businesses in the USA. Call or email us today to see what we can do to help you grow your business.
Small businesses are the easy target because many are uninformed about effective Internet Marketing solutions This is mainly due to time constrains and the ever increasing complexity of the marketing process. This article is taken directly from Website Magazine and one I wish I had written, please take 2 minutes and read through it. Additional Contractor Power commentary after the Website Magazine article.
You can also use this link to view the article directly on the website magazine site if still available.
Start Website Magazine Article:
6 SEO Services You Shouldn't Waste Your Money On
By Travis Bliffen, Stellar SEO
Organic SEO and local SEO are both loaded with service offers from very well-known companies. Unfortunately, the success many of these businesses have had in other related fields does not translate into successful SEO services. Here are some of the services from well-known companies that you shouldn’t waste your time or money on.
Here is what the GoDaddy plan includes:
Plan Includes | Support
* Complete Search Engine Optimization for (1) website
(Below is a newspaper ad taken out by Brass and Glass in the San Francisco Chronicle Newspaper, it sums up Yelp pretty well in my opinion.)
DEX YELLOW PAGES
While this may sound like a great pricing structure, getting paid for rankings is a surefire way to encourage a company to cut corners to rank you faster and get paid sooner. Additionally, if you go on to read about how they will rank your site, the mention having connections with several publishers. This is a nice way of saying we are going to submit your links to a public blog network, which as you know get busted all the time. If you want public blog network links, go to Iwriter and you can get 500 of them for $20.
The six services listed above are only a few of the not-so-useful SEO companies and services that you should watch out for. When you are looking for someone to help with your SEO, ask for examples, credentials and references. You should also ask how they will rank your site and what methods they will be using. If they will not disclose how they plan to rank your site, you should look elsewhere as secrecy is usually for a reason.
Have you tried any services and found them to be particularly worthless? If so, I would love to hear about your experience below.
Any images and logos pictured above are property of their respective owners. The opinions expressed in this article are those of the author and not of Website Magazine.
Author Bio: Travis Bliffen is the founder of Stellar SEO, a search marketing and design agency located near St. Louis Mo. Travis loves researching and writing about SEO strategies and implementing innovative strategies for his clients. Connect on Twitter @theseoproz.
End Website Magazine Article:
Contractor Power Commentary
The 6 SEO services listed above are canned and automated for maximum profit for the service providers and sold to uniformed and trusting buyers. The article is based on the premise that the money being spend for these services is not the best use of a small business marketing budget. There are other services that I have come across that should be included in this list and they are Yodle, LinkNow Media, Localeze and Network Solutions / Webs.com.
Web services are not unlike building trades services, each client/job is unique and requires a customized action plan and strategic implementation to be cost effective. Large companies selling pre packaged SEO services can not effectively meet the unique marketing needs of every small business.
Contractor Power Marketing currently has 3 former YP users and 2 former Web.com/Network Solutions users as clients. We have seen first hand what the Website Magazine article above accurately describes as a waste of money.
Thanks for you time, hope this helps you market your business better
Search Engine Optimization Rules from Google
Let me start off by saying that I’m not suggesting that a small business of any kind needs to be doing technical Internet marketing work in house. What needs to be done in most cases is for the company owner or the person in charge of your marketing operations to be familiar with SEO terms. The alternative is to be working with a professional Internet Marketing company that you have a high level of trust in. Even then, knowing a little and questioning the webmaster or marketing team on the items included in the attached Google Search Engine optimization guide would be a good idea. In other words make sure it’s getting done one way or another! Give your business the best possible chance at being included when local consumers are searching for service providers by following the SEO rules that Google now makes available.
Google dominates Search Engine usage with about 67% of all searches conducted within the USA going through Google owned Internet properties. So when Google offers to show webmasters how to take advantage of Natural Search opportunities, we listen carefully. In most cases, whatever SEO works effectively at www.Google.com also works well with the Yahoo, BING and the AOL search engine.
First some basics about Natural Search.
Natural Search is what makes the search engines a useful tool for consumers. The reason for this is that Natural search results are not dictated by bidding or payment of any kind. On the Google Search Engine natural search results are featured in the center area of the page. Paid advertising resides in the right hand column and may also show one or two ads before and after Natural Search results. Paid search results are clearly tagged and marked as advertising.
Natural search is what Google deems to be the most accurate information about the subject that you are searching, based on your search terms and geographical location. Natural search is the best opportunity for small business owners to receive a prominent and highly beneficial search listing without direct payment for each website link click.
With the US economy moving slowly and housing starts remaining depressed, the competition for construction and home maintenance jobs is at an all time high. Not using the resources made available to your business by the premier search engine / lead source in the world should not be considered a prudent business practice. The opportunity to acquire new jobs / work if your company can be easily found online is critical for business success today. Having a website that gets recognized and listed in local Google search results takes some time but is well worth the effort.
This new SEO guide by Google is intended to be basic guidelines for the industry professionals and marketing companies that are building and optimizing websites for search. I highly recommend that as a business owner you take the time to ensure that the people in charge of your Internet Marketing are following the latest up to date practices.
Google isn’t giving away a silver bullet or magic formula of any kind here. What they are saying is that if you want to be in the game, these are the rules. The link below will take you directly to Google for the article in PDF format. Download it to your computer and save it for future reference.
In the event that Google removes general access to this document and the link below is no longer live, contact Contractor Power for a free copy.
Thanks for you time, hope this helps
|Contractor Power offers small business owners professional and personalized Internet Marketing Services. Contact us today to see what we can do for your business. Full service Internet Marketing from $99. per month, including web design, hosting, content marketing, SEO, video marketing and more.|
|Graphic Design or Internet Marketing? Knowing The Difference is Important|
This article is intended to clear up a few misconceptions about Graphic Design and Internet Marketing and what you should expect from each process. Many small business owners in the building, repair and maintenance fields have websites. Most of these websites were built by a Graphic Designer or Graphic Design company.
Once the website design or appearance was completed the designer or owner added some basic copy or details about the company. This usually consists of a home page, about page, contact page and services page. With most small business, this is where it stops. Unfortunately at this point many believe they are actually going to grow their business from this process. If this has been your attempt at gaining business from the Internet, you already know whats most likely to happen, NOTHING! No calls from Internet searches, no leads from contact form, no return on the website design investment of time and money after a year or even many years. The sad truth is that they got exactly what they paid for, a visually well designed website.
The majority of the sites that we review for marketing purposes are fine visually, the Graphic Designers did their job. The problem is that the Internet marketing process stopped at that conclusion of the website design!
Small businesses like builders, plumbers, painters and architects need professional online marketing. They need to reach local prospects where they are searching and a visually well designed website without the marketing aspects will not get it done. It is important that a website be professional looking and provide an accurate portrait of your business, but that isn't it's most important function. Small businesses need a website that attracts the search engines and brings them more local prospects. Good small business website building today doesn't require much in the way of true graphic arts skills. Upload a company logo, a few job photos, some sizing functions, select a color scheme and a visually appealing website shell can be created in half a day by an experienced marketing professional.
Once the website structure and visual set up is done, the real Internet marketing process is ready to begin. Keywords need to be identified and researched, copy writing of effective SEO content can begin, meta tags can be developed, local search registrations completed and verified, geo-search content growth plan developed and the entire process should be ongoing.
This is how the online Encyclopedia wikipedia describes GRAPHIC DESIGN: Graphic design is the art of communication, stylizing, and problem-solving through the use of type and image.
INTERNET MARKETING according to wikipedia: Online marketing, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising; including web banner advertising, mobile advertising, content advertising and numerous other form of sales.
The truth about websites is that no matter how awesome yours is, if local prospects can't find it through a search engine like (Google / BING / Yahoo) for services that your business offers, it is almost useless.
At Contractor Power we interact with small business owners daily and the observations above come directly from that interaction. Many of the phone calls we receive are inquiries about our services and exactly what we do and how we do it. Most callers have a website but are not getting anything or not enough from it, I hope this helps.