How to Get Your Business To The Top of f Google Laura Moxham YBA - PowerPoint PPT Presentation

How to Get Your Business To The Top of f Google Laura Moxham YBA PPC

Goog Google le Ads is Ads is a jour a journey ney Learn Observe React Repeat

“Doesn’t Work!”

Measurable ………… Controllable………….Scalable

….. WORKS!

Challenge: • Spending too much time Example: • Couldn’t increase leads Watford Printer Solution: • Took over account Aug 2016 • Rebuild and restructured account Outcome: • Approx 40 new enquiries per month • Plus 8-10 days per month back (to help serve his customers!)

“We’ve got more enquiries than ever; our business has grown significantly.” Aarif Merali, MD, D2R

Example: Daycare Nursery Challenge: • Relied on word of mouth & referral • Wanted to increase enquiries Solution: • Built from scratch the Google Ads account and campaigns Results: • Paint Pots at the top of Google when searching for a local nursery • Approx 25 enquiries • Results in approx. 3 new children signing up Every £1 spent = £22.50 return “The majority of our nurseries now have waiting lists thanks to the leads and enquiries YBA generate for us. ” Anna Wright & David Wright, Managing Directors, Paint Pots Nurseries

Problem: Example: • Spending way too much • No reporting from the Hertfordshire current agency Accountant • Little to no return Outcome: • Set up conversion tracking & rebuild account • Now has to turn down campaigns as so busy!

108 new Had 300 now customers in has over 3 months 4000 customers

“UK’s smartest internet marketers for Google Ads”

Golden treasure you’ll lear learn today n today • The top 5 tips for successful campaigns • How to spy on your competitors • Practical, tactical, strategic and ACTIONABLE steps

5+ year ago

Ave spend Gross profit is 50% Let’s say you’re You convert 1 in 4 Your goal cost per prepared to spend from lead > sale lead will be £62.50 £2,000 £1,000 per sale £250 for that sale (conversion rate 25%)

Measure & Improve Keywords & targeting audiences Landing Page Ads & Offers CONVERSION TRACKING

CONVERSION TRACKING

What is a lead to your business?

• Phone call from visiting the website • Phone call from seeing the ad on mobile • Phone call from seeing the ads on desktop • Live chat • Contact form submission • Ecom purchase

Cost 3 x more

Keywords & Measure & Improve Targeting Ads & Offers Landing Page

1. . KEYWORD SELECTION

GET OUT OF YOUR WRONG TYPE OF HEAD AND INTO GET A CUP OF TEA KEYWORDS YOUR IDEAL PROSPECTS’! BUYER-INTENT SERVICE + LOCATION

THE CHALLENGE Managed in house by owner, then a Google ‘guru’ Frustrated by the lack of enquiries

THE OUTCOME 1 2 4 3 Spend went down Impressions went Cost per enquiry Click through rate by 85% down 95% (cut out decreased by 73% increased by 446% bad words) “Before working with YBA I had absolutely no idea how much cash we were wasting on Google Ads. What I really love is their transparency. We have proper strategy catch-ups calls, proper data and statistics. I never had all this with previous agencies.” Dr Dan Hines, Azure Dental MD

Tool: Google Ads Keyword Planner tool. https://ads.google.com/ Example: Loft conversion company, Hertfordshire

Tool: Google Trends https://trends.google.com

Measure & Improve Keywords & Targeting Landing Page Ads & Offers

Next step on the journey Tightly linked to the keyword 2. . CAREFULLY Call to action CRAFTED ADS Make an offer or your USP (NB ‘family run’ is NOT an offer!) Competitor gap analysis – offer, headlines, copy, etc

THE CHALLENGE No strategy from the current agency Results were poor Ad copy wasn’t changed

THE OUTCOME Click through rate: 6.12% Click through rate: 3.44%

“Since working with YBA we have received a massive increase in our leads from the same spend and a strong uplift in sales.” Richard Bridson - Covent Garden Aesthetics

Measure & Improve Keywords & Targeting Landing Page Ads & Offers

3. Relevant Landing Pages

Landing Page Checklist 1.Headline 2.Hero shot or video 3.WIIFM 4.Call to action 5.Social proof

4. Measure & improve

• Increase bids Infinite ways • Optimise for ad position • Negative keywords to optimise • Days of week and improve • Demographics • Devices

Bid adjustments – Day of week

Bid adjustments - Locations

Bid adjustments - Demographics

Remarketing

540 days

Are you ready? Impact on business Follow-up Selling the right Capacity proposition

1. Know your numbers 2. Conversion tracking 3. Keyword research 4. Actionable and eye catching ads 5. Relevant landing page 6. Learn, optimise, repeat

Let’s stay in touch… Free 20 mins strategy call with Laura at: lauraybappc.youcanbook.me/