Mistake #5: Not Bidding on Your Own Brand
A lot of people make the mistake of not bidding on their own brand. They assume that since they already rank for their own brand, they don’t need to advertise for it. That’s one way to look at it.
Another way is to realize that if you aren’t advertising for your brand, other companies will. They’ll use your brand name for an ad group and target your visitors. Yes, you’ll rank first for the organic term, but your competitor may be advertising directly above that result.
Recommendation: In many cases, it makes sense to bid the highest for your own brand since people who are searching for your company are the most likely to convert. You want to make sure you’re at the very top for your own brand name, which means you can spend the most on branded terms.
Mistake #4: Not Trusting Numbers More than Your Creativity
Falling in love with your ad copy can be a problem. You may write some copy and think, “I love this ad!” That’s fine, unless the numbers tell you otherwise.
You should always be testing your copy. You can try two different headline variations, the same headlines but different body copy, or the same copy but a different call to action. Testing different variations will help you to know what works best. Sometimes mentioning a benefit will increase click-throughs and/or conversions. Other times, a different headline will improve your results. You’ll never know until you test.
And once you do start testing, don’t fall in love with any version of your copy. Once you have between 20 to 40 clicks, choose the one that’s getting the best results, which means the highest click-through rate, the highest conversion rate, or the lowest cost per acquisition (CPA), depending on what makes the most sense for your business. Don’t make the mistake of loving your clever copy more than the results you’re getting.
Recommendation: It’s recommended to always be testing. Once you have a winner for one test, turn off the loser, and change the ad copy again. Always try to beat the winner until you’re happy with the results. You may be surprised that this kind of testing can eventually lead to doubling your conversion rates and halving your cost per acquisition.
Mistake #3: Not Using Negative Keywords
Another mistake people make is not using negative keywords. AdWords allows you to use negative keywords as a way to exclude keywords that are not a good match for your product.
For example, if you own an e-retail store that sells designer women’s shoes but not athletic shoes, then you won’t want your ads to show up on searches for “women’s running shoes” but do want them to show up on searches for “women’s shoes.” Thus, you can add “running” as a negative keyword, and your ads won’t be shown for any searches that include the word “running.”
Negative keywords can be added at both the campaign and the ad group level. Thus, if a word should be excluded from only one particular ad group, then you can exclude it at the group level, but if you want it excluded from the entire campaign, then you can do that as well.
Recommendation: In order to find words that should be excluded, you need to dig into Google Analytics since it has more detailed information than AdWords about specific keyword searches. Within Analytics, click on “Acquisition,” then “AdWords,” and then “Matched Search Queries.”
Next, click on “Query Match Type” and then either “broad match” or “phrase match” to view the exact keyword phrases people are searching for and which ones aren’t converting well. Once you find phrases that aren’t converting, take a look to see if a negative keyword can be added to eliminate that keyword from your campaign without excluding terms that are performing well.
Mistake #2: Not Using the Right Keyword Matches
So why does all of this matter? It matters because the type of match you use will have a big impact on your ads. A broad match will deliver more impressions, but it will be more imprecise since it will show up for terms that aren’t a tight fit for your products or the ad.
On the flip side, phrase and exact matches often provide a higher conversion rate, but they can deliver significantly fewer impressions, which means you may not reach as many people as you need to reach.
In some niches, the number of people looking for what you’re selling is low, so if you limit too much with exact matches, then you’re not going to get very much traffic. On the other hand, if you have too many broad match terms, then you may not get a high enough ROI on your ad campaign. The best scenario is to tweak your matches to find what works best for your business.
Recommendation: A good approach is to start with exact matches and then expand to phrase and broad as needed. If you aren’t getting enough impressions and conversions with exact matches, then you can add the terms as a phrase match and eventually as a broad match. On the flip side, if you aren’t getting good results with a broad match, you can scale back to use only exact and/or phrase matches.
Mistake #1: Not Grouping Keywords Correctly
Internet marketers know that using Google AdWords is an excellent way to drive traffic to their sites. Since it can be expensive if not handled correctly, the trick is to manage campaigns to get the highest return on investment.
A poorly managed campaign can cost more than it brings in, but a well managed campaign can keep your store or company in business. It all comes down to how much you know about AdWords and how smartly you can manage your campaigns.
In this post, we’ll discuss the top 10 mistakes people make with Google AdWords. By avoiding these mistakes and following the alternative advice provided, you’ll be on your way to a highly successful AdWords campaign.
Not using ad groups is one of the biggest mistakes people make. Instead of segmenting their ads into groups based around similar types of keywords, they lump all of their keywords into one ad group and show everyone the same ad.
The problem with this approach is that PPC Management 101 tells us that the ad being shown should match the keyword being searched. The closer the ad copy matches the keyword, the more likely people are to click on the ad (and eventually order). Let’s look at an example.
Apple sells several different products. They sell laptops, desktops, tablets, and mp3 players. If they didn’t break up their products into different groups, then they wouldn’t be able to show specific ads based on what people are searching for. They would have to resort to an ad with a headline such as “Buy Apple Products” instead of an ad that matches what people are searching for.
Instead, Apple uses ad groups for each of their products so they can use headlines like “MacBook Pro” or “iPad Mini” when people search for those respective products
If you don’t break up your keywords into different ad groups, then you’ll lump everything together underneath one ad copy. This doesn’t allow you to customize the ad to be a good fit for the term being searched for. The more you break up your ads and keywords into themes, the easier your campaigns will be to monitor and optimize.
Recommendation: The best rule of thumb is to use no more than 20 keywords per ad group. Sometimes you can get away with using a few more, but exceeding a 20 keyword limit is a sign that your ad copy isn’t matching the keyword being searched as closely as it could.
Mobile App Technology
Over the past decade, advancements in mobile technology have completely transformed the world as we know it. Ask yourself a simple question: what piece of technology do you use most throughout the day, and you are very likely to say the mobile phone. Rapid advancements in information technology have made mobile phones somewhat of handheld computers, that can be used to communicate, take pictures and capture video, share with others, shop and carry out other financial transactions, and stay on top of work. Once seen as handheld organizers that held a few important contacts and a calendar, mobile phones have become an integral part of our lives, partly due to the seamless connectivity brought about through the internet.
Why You Need a Mobile App:
The number of mobile phone users continues to climb every second. Throughout the world, leading businesses and other organizations are capitalizing on the next “big” thing in IT: the mobile phone. Mobile phone platforms like android and iOS are fast becoming the new frontier for modern technology. This interest is warranted, given that an increasing number of people are turning to their phones for convenience, information, entertainment, and shopping. Over the next three years, it is estimated that five billion people around the world will use mobile phones every day, and nearly three billion will be using smartphones. Statistics indicate that nearly half of all commerce will shift over to mobile phones by the next decade.
With all of that in mind, it is quite evident that having a mobile app for your business or organization is the right step for the future. Mobile app development not only opens up doors of convenience for customers but also for coworkers, contractors, businessmen, and other workers in various environments. There are no limitations to mobile app usage; from shopping to sending secure messages to collaborating for work – everything you need is right at your fingertips. In addition to being a direct marketing channel, mobile apps also improve customer engagement by integrating social media sharing and promoting sharing. Developing the right app is a bit of an uphill task where not everyone can deliver. Fortunately, the team here at Ashgail Marketing is experienced in mobile app development and user interface design. This unique combination allows us to go above and beyond in understanding your requirements and matching it to user expectations in order to create a flawless end product that delivers all the time, every time.
Mobile apps are an excellent way to stay visible to your customers and clients, create brand recognition, and add value to your operations. Just as each customer goes on to the internet to research a product or service, your app can come out on top by delivering to each person’s unique requirements. Developing a workable, user friendly mobile app that provides a complete experience is a challenging matter for which experienced firms like Ashgail Marketing can help. Get in touch with Ashgail Marketing to get a better understanding of the available options and what will appeal most to your consumers.
1. Promote Unusual Holidays
Most restaurants out there promote their food and drink specials for traditional events like the Fourth of July or the Super Bowl. That's great, but the vast majority of restaurants are missing out on a ton of non-traditional holidays that revolve around food. When National Cheesecake month or National Fried Chicken Day rolls around you'll be ready to promote your business. Use these unique holidays to post a shot of your menu item on social media like Applebee’s does.
Use this list of Foodie Holidays as a reference for unique holidays your restaurant can promote.
2. Promote Special Meals
1. Use Social Media to Support Your Funding Efforts
It's no secret that potential investors are using Google and social media networks to research potential investment opportunities. Make sure to structure your social media efforts so that they can find your company when they search for the keyword phrases associated with your business. Also, using social media in your funding efforts has another really great positive effect. It shows potential investors that you have a solid plan in place to monetize your ideas. Every investor is looking to maximize the return on their investment. There not just looking for companies with good ideas. They are looking for companies that have a high probability of using their good ideas to generate revenue.
Before Facebook, Twitter, Instagram, and other social media networks made their mark in eCommerce, the selling relationship for businesses looked like this: listen to customers, help solve their problems, and of course make the sale. But with the rise of social selling, the opportunity to connect with potential customers during the research phase got so much easier with social media monitoring and social media engagement tactics. These tactics changed the game for small business reaching potential customers and selling their product or service.
Contact us now to learn more on how we can help you with social media marketing.
You may ask yourself what is going to differentiate my business from the competition? The answer is simple. Brand Storytelling through Social Media. Telling your brand story is necessary to grow your business and gain new clients. It's also a great way to get people knowing about your company.
Every brand story should be simple and easy to follow. To figure how we can accomplish this we can look at movies and how they portray stories. If you look at the way movies are told it becomes quite easy to figure how to tell a good story. Every good story begins with a hook, then moves on to the plot, and eventually, there is a resolution.