Over the past few years Google Ads has become more and more automated. We have automated bidding, automated ad generation - copy and images that Google take directly from your website - automated videos from still images for use on YouTube, responsive ads, automated conversions, automated extensions.... and the list goes on. This is Google making things easier for the advertiser. It truly is. And it is a noble cause. If you don't have time to manage your Google Ads campaigns then you can add your basic details, give Google your credit card and let them build your business for you. What could be better than that? It frees up your time to do what you really need to do - which if you are a small (or even medium) sized business owner is, well, everything else. Many people have simply abdicated this responsibility to Google's algorithm. And, let's be clear, it is an algorithm. If you think that there is a Google employee..
Category: online marketing
Time was, language targeting in Google Ads was relatively simple. If you wanted to reach English speakers you chose English as your target language. If you wanted to reach Spanish speakers, you selected Spanish, and so on. Simple, right? Well, yes... it was. And it worked. Because Google determined a users language by seeing which language was selected in their browser preference. Seems logical. After all, if I speak English the chances are I will have my browser language preference set to English. Of course, there was always a little "leakage" and you would get the odd German speaker, or Chinese in the mix, but it was at a volume that didn't really impact on your results or budgets in any significant way. Fast forward a few years. Google have changed the way in which they identify a users ... let's call it, use of language. Now, rather than use the browser language preference as a guide, they use a combination..
As part of my work on the Google Ads Community Forum I get to see a lot of people who have been sucked into advertising on the Google Ads platform, and who have given up because it was either too hard to get a response, or because the response they did get simply didn't generate a return on investment that made sense economically and they reached the point where they were throwing good money after bad. Here are 6 home truths about Google Ads which are going to be very hard reading for some: 1. Google doesn't care if it works for you or not. Google is a huge machine. It runs 24/7 and churns out search results and display ads at a rate that would blow your mind if you could get your mind around it. If you have a credit card and a website you can join in the fun. And you have to play by the rules - which is fine, because everyone has to play by the rules, right? Just like a casino, Google doesn't care if this is your first..
If you're doing business in 2021, you know about online marketing. By this I mean, you know what it is, and what is included... which is pretty much everything from twitter to instagram, youtube to facebook, mailchimp to google... the list is endless. And, there's a good chance you've at least dipped your toe in the murky waters.... ...and been bitten. Running online marketing campaigns can be a very quick way of making a small fortune.... but only if you start off with a big one. If you have a website and a credit card you can be advertising in minutes. Google, facebook and others make it very easy. There are a whole series of automated steps which the system will run you through to get you started. You'll spend the €500 or €1,000 you decided to invest - and once that money is gone you sit back and try to make sense of what just happened. The alternative is to use an online marketing agency. SPOILER ALERT : We are biased... but..
Remember the saying, "Don't put all your eggs in one basket"? Sound advice, right? It was then, and when it comes to marketing budget management in today's digital world, it still is! Unfortunately, there is so much more going on today than there ever has been. Can you imagine running a business back before the internet where you had maybe three or four places where you could invest your marketing budget? You could run an ad in the local paper (after all, who was going to buy your product from the next town over, let alone the other side of the world?). If you have the addresses you could run a mail shot, or an ad on the local radio. Maybe you could rent a couple of billboards. And you'd have a listing in the Yellow Pages. After that, however, your options were pretty much exhausted. In today's world there are a multitude of marketing avenues open to every business - above the line, below the line and online - and the savvy marketer..
As much of the world goes back into lockdown, many small business owners have the twin forces of time on their hands and procrastination running wild. It's been a while. Things were supposed to be better by now, and the light at the end of the tunnel is still a long way away. You know you should be doing something... anything... to keep your business ticking over, but you're not sure what. Well, here are 5 things you can do over five days that will put your business in front of your potential customers without having to spend budget you don't have. DAY ONE : Activate or update your Google My Business listing If you search for your own business you should see the info box to the right of the search results. When we search for Advent Communication - this is what we see: See the link that says "Own this business" - if you haven't already claimed your listing you can click here. If you have previously claimed your listing and..
Being stuck at home - even if you can still work - tends to leave you with some "down time". We are delighted to announce that we have taken advantage of the forced lockdown to run through our paces at the Mailchimp academy - and we are now officially certified! Mailchimp is much more than just an email platform - there are powerful ways to leverage your mailing list to grow your client base - and we can..
As marketers we are expected to come up with ways to "put a positive spin" on things, keep driving traffic to websites and make the phone ring. No. Matter. What. Today, the elephant in the room is Covid-19. My inbox is still filled with announcements of new product launches, webinars and seminars. Special offers and, frankly, a number of things from what can only be described as marketing vultures piggy-backing on tragedy. We are based in Spain. Today is lockdown Day 12 - and the numbers being published currently show no signs of slowing down. And yet my facebook feed is offering me a test drive of the new Ford Focus, poolside bed reservations at a local beach club - opening soon, according to their ads - despite the government decree that prevents them from opening and me from visiting. Some of the marketing I am seeing now is clearly scheduled activity which someone has presumably forgotten to pause (I hope that is..
One of the things people are continually telling us is that online Content is King. Even Google tell us that it is relevant, original content that their search engine looks for online. As a result many businesses literally busy themselves creating content. And that's good thing - provided you think about the best way to structure your activity. The way Google and other search engines work is based upon relevance of content to the searcher's search terms. Thus, if you search for blue widgets, the search engine will look to offer you links to content about blue widgets. But the search engines do not simply list all the content that has "blue widgets" lost within it. They are becoming ever more sophisticated, and they understand not only the context of the content but the relationships between similar pieces of content. For this reason we treat content as worker bees that we send out into the wider world to bring value back..
Somewhere... probably now happily retired, is the marketer who came up with the idea of Black Friday. But what started out as a simple marketing idea has grown - as these things will, into an uncontrollable monster of a day for marketers. Here's what you've got... one day. One day during which you slash your margins and hike up your ad spend to try and to beat your competitors to be the trader making the least money on every sale. He who makes the least wins. And the more of the less you make the better... somehow. So we have educated our customers to wait. Wait until Black Friday to get that TV they were going to get in time for the holidays. Wait to buy those Christmas presents that were already on Santa's list. And shop around like never before because, well, that's how you'll get the very best deal going. It's a race to the bottom...