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Amplify with Online Advertising

now that we've covered. S. EO and your business profile, we'll talk about the third way you can reach customers on google online advertising. Let's start by watching this video about trade street jam, a small business that uses google ads to grow and thrive. See everybody likes jam who doesn't like jam. Seriously? I dream about flavors. Trade street jam. Company makes low sugar vegan jams for pretty much everything under the sun. Honey. Do you know how many things you can do with this jam? You can make cocktails, you can put on roasted meats or veggies, oatmeal. The uses are endless. I've been a chef for about 15 years. I needed something fun to do after work. I'm not a big T. V. Watcher. I would stop at this store on the way home grab a bunch of through anything like weird and exotic that they had and I start cooking, I start jamming too much. You don't like the fun? Do you like the bananas? Honey? Yeah. My husband is my test dummy. I guess you can say I want some more. You like mommy...

's cooking. When I started Trade Street. I was selling on another e commerce platforms and we're also selling a lot of jim in person. But Covid hit and all the markets shut down which freaked me out. I'm already scared about being a new mommy and then on top of that I'm worried about the life of my business, people started ordering specialty food online. So we immediately had to pivot and focus all of my efforts on selling online. When people go on google and they searched jam or jelly. I want them to be able to find my brand with google ads, they can type those things in and I pop up you guys, that's huge. Being able to sell on our website. It really did save us. I couldn't imagine going back to not using google products. We went from making 2000 jars every two months to making 2000 jars every two weeks, our sales increased 5000%. It was crazy. I've hired four or five different contractors hiring feels amazing. I think it's so important for our product to have a story behind it. I think when people see a woman behind the brand, a person of color, it just really adds something to that jar other than jam. You kiss mommy! Mommy, I want to be able to grow up and look at me and say like my mom did that. I wouldn't trade that for the world. Oh yeah. Uh huh. Advertising on google is called pay per click advertising. In other words, you pay only when people take action like clicking your ad or calling your business. The ads reach people who are actively searching for the products and services you offer, helping you connect with likely customers. Your ads can also appear on websites that are part of google's display network which includes millions of partner sites. These ads can reach people earlier on in the buying cycle, not just when they're searching for things related to your business, but when they're browsing related content. For example, watching a video on youtube depending on the goals you set. The google ads system will automatically determine where to show your ads to give you the best chance for success. The screenshot on the screen highlights, highlights where a text ad can appear on a search results page in this section. We're going to focus on smart campaigns within google ads. It's a campaign type design for small businesses and new advertisers. Smart campaigns are flexible. You choose your goal and you customize your content and you work with all kinds of budgets, there's no contract or fees to get started. You control when and where ads can show and your budget. Your ads can do whatever you want them to do. Bring visitors to your website. Yes, but also drive phone calls and store visits. Smart cane pain. Smart campaigns can be set up in just a few steps as I'm gonna show you today to get started with google ads. You can visit ads dot google dot com and begin by signing into your google ads account. Or you can create an account by visiting ads dot google dot com. And clicking start now this checklist can help you launch a successful smart campaign first decide what your goal is for that particular campaign. You might have multiple goals. So you could have multiple campaigns, ask yourself why am I advertising, what do I want to achieve? Add information about your business. So customers can recognize you when they see an ad or get to know who you are, identify where you want to visit her to land on your site after they've clicked on your ad. Right? And add that encourages people to take action. Then choose keyword themes and locations where you want your ads to appear. F. Y. I. Keyword themes are words or phrases that help match your ads with google searches, which we'll talk about that a little more in a bit. Then you want to set your daily budget. Remember you only pay when someone interacts with your ad and that budget is set so google won't exceed it. Once you have all those pieces you're ready to launch, let's walk through it. Step by step with smart campaigns. You start with a goal, a goal represents the main activity that you want your potential customer to do after they see your ad, you likely have multiple goals. And in google ads you can create multiple campaigns but let's focus on one for the sake of this walkthrough. First choose one of these three types of goals for your campaign. The first one get more calls with an ad that features your phone number and I click to call button the second one get more website sales or sign ups with an ad that directs people to your website. And then the third one get more visits to your physical location with an ad that helps people find your company on the map. When setting up a new smart campaign, you have the option to link to your business profile, which we went over a little earlier in this presentation. If you select that option, you can choose whether to send ad clicks to your website or to your business profile on google search. When you link your business profile and smart campaigns, your ads show your business address and link to your business profile or maps driving directions to your business. You can turn this off if it's not right for your business. Otherwise select no, don't use this info. That's the option will choose for today's workshop. So next you'll enter your business name as you want it to appear in your ad. Next you'll enter the web page where you'd like people to land after they click on your ad. This can be your homepage of course, but consider whether there's a more specific page to send them to based on what you want them to do their such as a page for a specific product, like a GM sampler or sign up page for an email newsletter. Help guide your customers like you would in your physical store, the less they have to navigate around your site themselves before completing the action that you want them to take, the better you're trying to drive sales of your seasonal jam flavors, send them straight to the page where they can buy it. Here's another tip. Your website's homepage may not be the best page to connect with your ad. For example, if this ad was specifically promoting the strawberry, chipotle and fig jam, you probably want to send people directly to that product page rather than making them start from the home page, the system will show you where the ad clicks too so you can preview what people see when they get there. You'll see what they would see on a mobile device as well as on a desktop or laptop. This is a great way to preview what a customers first impression will look like. Remember the ad will get them to the website, your website needs to close the sale. The next step is to write your ad before you write, think about these three questions. What do I have to offer? Use that to write an ad that focuses on customer benefits. What do I want to accomplish? Think about that and include a call to action to encourage potential customers to take the next step and then who are my customers? Right, genuine compelling ads that connect with your audience. You will have three headlines, 30 characters max, two description, lines, 90 characters each and an optional call button to allow people to click to call you directly. Your headlines are the first thing that people see and will play a big factor in how well your ads perform. One headline could be your company name. Other headlines might highlight the product or service you're promoting. For example handcrafted beat and Jam. The description kind of offer more details or context like what makes you damn different or a special that you're running right now. Once you've written your ad, you'll choose keyword themes. Keyword themes are words or phrases that help you match your ads with google searches. A single keyword theme represents multiple similar words and phrases. For instance, the keyword theme. Jam makes your ad eligible to show when people search for things like fruit jam, vegan jelly and by Jam after your ad is active, you can review your campaign search terms and turn off any that aren't relevant to your business. If you're selling artisan Jam, think about words and phrases. Your potential customers might be searching for. You can draw inspiration from the products or services on your website or even how you organize products in your physical store. Those are the keyword themes you want to add to your campaign. After your ad is active. You can review your campaign search terms and turn off any that aren't relevant for your business. You're in control of what and when your ads show next, you'll choose where your ads appear. You consider radius around an address or pick specific zip codes cities or regions. For example, if your products are only available in a brick and mortar store, you might select advertised near an address and set a radius around that business. But if you ship your products, you can choose advertising specific zip codes, cities or regions to select the area. That makes the most sense for your business. Your ads appear to people who are physically or regularly in the locations that you select as well as people who express interest in these locations, choose your location settings carefully, choosing only locations where you do business. If your settings are too broad, you may end up paying for interactions with people who really aren't potential customers With smart campaigns. You can set a maximum monthly budget. You'll be presented with a few options or you can create your own. You can do this by setting an average daily budget that will be multiplied by 30.4. The average number of days in the month to come up with your maximum monthly budget. Your average daily budget is an average amount you could, you could spend each day. The actual amount will vary depending on how how popular the ad is each day. But the most important thing is to know that the total amount that you spend in a month will never exceed your maximum monthly budget. Before setting your campaign live, you'll have the chance to review it, make any necessary changes that you want or need to and then launch it. Once your campaign is running, you can continually review its performance and make adjustments, create different versions of your ads to see which get more of the results you want more ads can lead up to 15% better performance without increasing your budget, add negative keywords, themes or themes you want to exclude to be sure your ads don't show up for searches that just aren't relevant to your business. For example, if you sell gourmet Gm, you might not want to show your ad for people that are searching for recipes, this will help you focus your ad budget on ad clicks that are more likely to deliver the results that you want. Get more specific about when you want your ads to appear. For example, weekdays or maybe just during your business hours, you can connect your ad campaign to google analytics, a free tool that can show you what people do on your website. After clicking on the add and other traffic sources. See how many times your ad appears which are called impressions and how many times your ad is acted upon which are called clicks and don't forget you can pause your campaign at any time. It's time to recap what we covered in today's workshop and offer a few final resources. Today we look at three ways, you can appear in google in the organic search results with a business profile and google ads. This illustration shows three distinct areas. You can showcase your brand products and services on google as the next step you want to first build or improve your website to make it more search and mobile friendly. Try the tools we mentioned this day's workshop google trends to test my site and google search console. Next create or claim your free business profile. And then lastly try google ads. You can fine tune your offers when people are searching for your products and services. If you want to learn more about any of the topics covered in today's workshop, referred to the slide for all of the U. R. L. S. For the tools that we covered. Of course, you can always just conduct a google search for these as well. You can grow your digital skills no matter where you're located. So through our online workshops and virtual one on one coaching sessions, you can learn skills that can help you stay connected and productive while working or managing a business remotely. You're curious about the workshops that you can take virtually from home, visit us at G dot c o slash grow on air for our current virtual digital skills workshops and their descriptions. If you want to sharpen your business and marketing skills check out primer. This is a free app that you can download to your phone. If you have an android device, you can download it at google play if you have an Apple device, you can download it from the Apple app store, this has a series of short fun lessons that are all less than five minutes each. You can access lessons specific to learning to work from home and doing business online by visiting G dot c o slash primer grow with google is a new initiative to help people prepare for work, find jobs and grow their business. Job seekers can grow their skills in order to find new jobs and advance their careers. Teachers can learn how to put the latest technology to work inside and outside of the classroom. Small business owners can build their online presence and find new customers. Startups can learn how to get their ideas, the exposure they need to succeed, developers can sharpen their current skills and master new ones. If you'd like to learn more about, grow with google, you can visit us at google dot com dot com slash grow, think about everything we covered today. What quick and easy winds can you get when it comes to growing your online presence? It could be as simple as checking your website speed or signing up for google search console. Come up with that next small step you'll take towards showing up in a bigger and better way online.