If you’re not familiar with Google AdWords, you should be. AdWords is a Pay-Per-Click (PPC) advertising program operated by Google. It’s a fantastic lead-generating tool for businesses of all sizes—so if you want to generate more leads online, keep reading as we highlight four of the most important benefits.

1)  AdWords provides guaranteed results. PPC advertising, as the name implies, means that you only pay when a prospect clicks on your ad. As a result, AdWords provides guaranteed traffic to your website. Social Media marketing can’t guarantee traffic, SEO can’t guarantee traffic, email marketing can’t guarantee traffic… you get the point. Investing in an AdWords campaign guarantees that you’ll drive traffic to your site.

2)  AdWords allows you to segment your audience and send them to targeted landing pages. One of our clients is a landscaper, and he offers three distinct services (among others.) The services are tree trimming, lawn maintenance, and landscape projects. AdWords allows us to create separate campaigns for each audience, which we then direct to the appropriate landing page. For instance, an individual searching for “tree trimming in Miami” would be directed to a landing page specifically promoting tree trimming services. This process dramatically increases conversion rates.

3)  AdWords allows you to precisely target your audience. Of course, AdWords allows you to display your ads only to prospects who have indicated an interest by searching for the keywords you have identified. But you can go much further—as AdWords allows you to restrict your ads to a given country, state, city, or even zip code. In some cases you can even target specific demographics – i.e. men over the age of 65 living in Coral Gables. This allows you to get the highest possible return on your investment.

4)  AdWords provides instant, flexible results. Unlike SEO campaigns or social media marketing, which can take months to show results, you can get results from AdWords in a matter of minutes. Even better, you can control when your ads show—for instance, if you’re only available to respond to inquiries between 1-4 PM on weekdays, you can schedule your ads to run only in those slots. And if your campaign goes so well that you are overwhelmed with new work, AdWords allows you to simply press the “pause” button on your campaign until you’re ready for more.

If you’d like to learn more about Google AdWords and how it can help your business, give us a call at 305-433-4600 today! Mention that you saw this article and we’ll throw in $100 in free clicks for your first campaign.

Last week, we talked about the importance of creating a cohesive marketing plan in order to maximize profitability. Below are seven basic elements that your marketing plan must include:

1. Purpose.  Why are you willing to invest in marketing, and what are you hoping to accomplish? Is your goal to build brand awareness, to sell more products and services, or maybe to change the public perception of your business? Without a stated purpose, there’s no central guiding principle to your marketing campaign—and there’s no guarantee that your efforts will lead to the desired results.
2. Short-Term Objectives.  What are you hoping to accomplish in the first six months of your marketing campaign? How about the first year? These should be specific, measurable goals—like “increase sales of Widget X by 20% by August 31”, or “appear on local radio shows at least six times by the end of 2012.” Obviously, these objectives should be created with your overall purpose in mind.
3. Target Market. Don’t waste time and money marketing to people who are unlikely to purchase your products.  Identify your ideal customers so that you can effectively reach them. Are they business owners or end-consumers? Men or women? Teens, 30-45 year olds, senior citizens? Are they located here in Miami, or all across the world? Build a profile of your target market that is as specific as possible.
4. Message.  What message will you communicate to your target market in order to achieve your short term objectives and your ultimate purpose? If the goal is selling products or services, you’ll want to focus on providing compelling reasons to purchase from you. If the goal is to position yourself as an industry expert, you’ll want to communicate news, information, and insights that demonstrate your expertise.
5. Channels.  What is the best way (or ways) to communicate your message to your target market? Social media? Direct mail? Radio ads? A billboard? Obviously, costs must be weighed against your projected ROI (Return On Investment). Many business owners default towards the cheapest option, but cheap shouldn’t be your primary consideration. Instead, ask yourself which channels will offer the highest return on your investment.
6. Execution.  What must happen in order to turn your plan into a reality? Are you or others on your team responsible for this plan on a daily basis? If so, clearly define responsibilities and create a timeline to ensure that everyone, including yourself, is held accountable.
7. Analysis & Adjustment.  As you execute your plan, keep a close eye on results. Is your message reaching your target market? Is it resonating with them? Are they responding? Are you achieving the ROI you projected? If not, it’s important to make adjustments in order to ensure that your campaign is as profitable as possible.

Feel free to get in touch with us today if you’d like more information—or if you’d like help creating your marketing plan!