How To Market Online Without Relying On Google AdWords - Forbes

How To Market Online Without Relying On Google AdWords - Forbes


How To Market Online Without Relying On Google AdWords - Forbes

Posted: 27 Feb 2019 12:00 AM PST

Getty

Getty

Google AdWords is the industry standard for PPC marketing. For the virtue of your ads showing up on Google's own products like YouTube and Gmail alone, it's an enormous trove of potential business. And when your business can pop up on millions of sites and reach over 90% of internet users, it's hard to imagine what your options are if, for example, you're suddenly banned by the site, or you simply want to use another method.

If that's the case, you have to get a little creative — and that's not necessarily a bad thing. These strategies can be used by anyone looking to optimize their PPC marketing strategy, whether or not you're relying on Google.

Use Alternative Ad Networks

AdWords may be standard, but there are other options out there. Even if your industry doesn't fall under the purview of restricted sectors, there are plenty of valid reasons to expand your online advertising platform considerations. You can find lower cost per click (CPC) rates, expand your reach or even narrow your reach if that's your goal. It's possible to get too many clicks in AdWords if the clicks are low in quality. The broader your industry, the higher your chances of low conversion rates but high costs. The more specific your niche, the more likely it is that fewer clicks will lead to higher conversion rates.

The point is that PPC is a marketing technique that requires consistent, near-constant optimization. By diving into Bing Ads, for example, you unlock a huge network of users who don't have much Google crossover, meaning the only way you can attract them is through the Bing Ads network. Facebook's ad network extends to Instagram, and Amazon is a popular place for marketing an e-commerce business.

Focus More On SEO And Your Reputation

Another option is to put more resources into your SEO strategy. Sites with exceptional SEO, whose content is so good that it ranks in the top three results in Google, can only be outranked through the AdWords network. And websites that didn't have to pay in order for users to find them are inherently more trustworthy and clickable than those with a green [AD] marker next to its result.

For example, if you search "title loans near me" in Google, you'll be shown companies with content that matches those keywords that are in your region and have a good number of reviews and visitors. If you're restricted from AdWords or otherwise not using it, you're cut out from the competition. But if you share an industry that's been restricted by Google? In that case, you're all in the same position. In the end, it's the company that outranks the competition organically that wins out.

Use Email Campaigns And Influencer Marketing

You know what falls outside of Google and Facebook marketing? You guessed it: email campaigns and influencer networks.

For email marketing, look into Mailchimp or a similar service to create a list of leads and to build a subscriber base. You can also use email marketing to reach out to your existing customers to leave you a review, which will improve your SEO. For influencer marketing, there are plenty of networks that host a huge number of niches and a range of outreach levels. It's also worthwhile to search for the highest-ranking resource sites in your industry and see if they have their own ad networks. Affiliate marketers are a great way to get people to your business, and the visitors trust you easily because of your relationship with the influencer.

Diversify Your Offerings

If you advertise "technical support by third-party providers," there's a good chance you'll be banned, or at least restricted, by Google. But, if you create a richly valuable blog with trustworthy troubleshooting tips, you can pay to promote those articles on Facebook and Instagram, which could draw people to your website and help you attract customers to your technical support service.

Google AdWords may be the dominant force when it comes to digital marketing, but it's very possible to perform highly successful online campaigns without it. It just takes some time, creativity and the willingness to explore every alternative platform at your disposal. Instead of feeling like the end of the world, it'll feel like a new beginning in no time.

The Most Critical Google Ads (AdWords) Trends of 2019 - Marketing Land

Posted: 23 Jan 2019 12:00 AM PST

Search engine marketing (SEM) has been a game-changing marketing tool for companies for the last ten years. But today, creating a simple ad is not enough to keep driving traffic to websites. Search has become so complex that it is prohibitively difficult for the average individual to create a successful search ad.

AdPoint Agency, a premier Google Partner, asked its resident expert and Managing Director, Felix Wenzel, how to build profitable SEM campaigns in 2019. A frequent coach to standing-room-only sessions at the Google Digital Garages in Hamburg, Germany during 2018, Felix outlines some key opportunities and challenges that he expects to see from Google Ads in 2019.

Smart Features – bring complications, but offer advantages

The update from Google AdWords to Google Ads brings many new features, including more automated and smart options, like Smart Campaigns, with new and updated tools integrated directly into the Google Marketing platform.

These updates have great potential but they could have both positive and negative effects for users. While the new features open up possibilities for professionals, these same features could confuse and discourage novice search advertisers.

Working together yields better results

One of the consequences of the updates is that google ads will not be completely automatic. Experts who are familiar with the platform will easily take advantage of the new platform's features, thus gaining an advantage over both manually created and automated ads.

To create a really profitable campaign today requires a considerable amount of prior Google knowledge and experience; this new complexity in Google Ads will now force general marketers to seek out an agency that specializes in Google Ads for help.

Value of marketing dollars goes down

An estimated 95% of the billions of dollars in sales revenue that Google produces (projected to reach the $100 billion mark by 2019) is generated from their advertising products. If Alphabet generates record breaking revenues from ads, it probably means that more and more companies are placing ads. It also probably means that company spending on advertising is at an all time high. If so, expect the competition for ranking and the price of keywords to also reach new heights.

This perfect marketing storm would have financial consequences. Five years ago, if you had a marketing budget of a thousand Euros and you invested one to two hours in ads each month, you would have certainly have recovered your investment in terms of both time and money, probably many times over. Those were the days of easy money in search. In 2019, search is a much more crowded space as advertisers jockey for best position – this will make it increasingly difficult to succeed with Google Ads without a substantial budget.

CPC is higher than ever before

The combination of increased competition and improved quality of the competive ads measured will consequently lead to an increase in the cost per click (CPC). Pay close attention to the CPC of particular keywords, as costs for some have more than doubled in the last four years.

Many ranking values (CPC x number of searches x 60% CTR) have increased sevenfold. For Google AdWords agencies, the CPC has tripled.

Increasing demand for quality

What I love about the digital advertising realm is that quality is the absolute focus, and in 2019, it will be more important than ever. Google will reward campaigns that are very well established in terms of quality; this is reflected in the ranking of ads, but can also lead to a lower CPC for the advertiser.

Keywords are changing due to the popularity of voice search

Voice search has been around for a number of years. Although it can't be considered "new", only the big players (Amazon, Google, Apple, Paypal have invested in a voice search strategy, so far.

Internet users are increasingly abandoning typing their search queries into the Google site or app, but are now asking Siri, or OK Google, or another software that operates with Voice Search for information. This trend will significantly change keywords, as more and more words are used when complete questions are asked.

Many international partners and experts with whom our agency has worked have long suspected that context, in addition to keywords, will be integral for Google Ads in the future.

TIP: It can be worthwhile to bet big on longer keywords and to offer answers to questions in your ads; advertising text creatives don't always have to be short and concise.

User signals gain importance

For some time now, user signals have influenced not only Google Rankings, but also Google Ads campaigns, in that user interaction with an ad is a major determinant of Quality Score. These signals result from the behavior of the users of your site and are used as a clear quality rating tool for google ads.

TIP: If, for example, if a prospective customer clicks on the link in your ad to go to your site, but then leaves immediately because your site doesn't have what they are looking for, this action could negatively effect your ranking. So, if you are involved in SEM, this is important.

Target groups must be precisely defined

If your target groups are not precise, there is a risk that internet users will click on your ad and then just as quickly decide that they are not interested in what you are offering. For you, this not only means wasted ad expenses, but also a lower Google Ads ranking. To increase your rate of success, your target group should be narrowed down as much as possible through diligent, intensive market research.

Ad text expansion brings diversification

Recently, Google Ads has started to offer the possibility of adding a third headline, in conjunction with a second description. Not only does this mean that more information can be conveyed, but also that your ads can be designed to be more unique.

It is not clear yet whether these extensions will lead to greater success, but the possibilities that they offer are great. In marketing, where every word counts, 120 additional characters (30 for the headline and 90 for the description) can make a significant difference, especially as the demands on Google Ads  continuously.

Remarketing drives customer win-backs

Once a potential customer clicks on your ad, we can assume that the user has some interest in your offer. However, this customer may choose not to buy from you immediately for a variety of reasons. The solution: remarketing with Google Ads.

Skillfully calibrated Google Ads that remind the prospective customer of your product, do an excellent job over time of persuading users to commit, thus helping you to expand your clientele and increase sales.

Winning walk-in customers using online-to-offline tactics

Local Google Ads campaigns are gaining popularity among advertisers, because they are so successful. Many prospective customers seek information about all purchasing options for a product they are looking to acquire. Online purchase options are just the start of their search.

Many people go on to visit a physical store they have researched online, allowing the transaction to move from online to offline. Google noticed this trend and discovered ways to make it profitable for advertisers. Google Ads can now display store inventory, making it easy for customers to see whether a product is still available in-store, which in turn, can be an excellent motivator to buy.

Google Ads trends in 2019

An already complicated field is becoming even more complex. The enormous number of digital advertising options now offer an equal or even greater potential for failure. Those who choose to manage and execute advertising campaigns by themselves, or to only work with general agencies, will likely face a significant loss of time and, potentially, revenues. True Google Ads advertising professionals, who can create winning campaigns in a timely manner, will be worth the investment.

For this reason, the field of digital advertising, and more specifically advertising with Google Ads, is becoming more and more professional. Real success requires real experts.

So, why not take a chance and change your agency? Only direct comparisons will lead you to the best agency for your business. A professional agency will help you discover how incredibly profitable Google Ads advertising can be. Our advice for 2019: talk to an expert!

Felix Wenzel is a specialist in the field of online marketing. Since 2012, he has been dedicated to the marketing industry and has specialized in search engine advertising. In 2013, he became a Google Partner and was awarded as an AdWords Expert by Google in both 2016 and 2017. Wenzel was a trainer for Google Digital Workshops in Oldenburg and Hanover in 2016. In 2017, Google launched the Digital Garage, and has since conducted many trainings at their branch in Hamburg.

Over the years, Wenzel has developed and managed countless Ads projects, and accumulated an extensive amount of experience. Today, he is the managing director of the Google Ads agency, AdPoint GmbH, and manages daily budgets up to several 1,000 € per customer.

About The Author

AdPoint GmbH is a full-service search engine marketing agency specializing in managing Google Ads campaigns for our clients. Founded by Felix Wenzel and based in Hanover, Germany, AdPoint prides itself on providing custom high-quality service and has a reputation for creating and executing effective Google Ads strategies both locally and internationally. AdPoint provides holistic Google Ads consulting, from Google Search ad placements to Google Shopping campaigns to re-marketing.

CORDER'S COLUMN: Sine qua non - WatchPro

Posted: 15 Aug 2019 03:00 AM PDT

It may be the elevation of classicist Boris Johnston to the post of UK prime minister that nudged open the the nook in my mind where a handful of Latin phrases are stored, but the expression sine qua non — without this, nothing — popped into my head while reading the wisdom of retail guru Doug Stephens.

Doug Stephens, author of the book Reengineering Retail, describes the importance of measuring the marketing impact of a brick and mortar store, and not only its direct contribution to a company's top line sales and bottom line profit.

Even if an individual store is not profitable, it could still be contributing massively to sales elsewhere thanks to the powerful branding and story-telling it delivers. The same is true of ecommerce, where the cost can make the creation and management of a digital storefront unprofitable in its own right.

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Continuous investment in physical and digital presence is vital in order to be a successful retailer today. It simply cannot be ducked. And the reality is that the level of investment to simply stand still is much, much greater than ever before.

First, brick and mortar stores have to meet the requirements of the increasingly powerful groups. If you want to sell watches on behalf of the biggest brands at Swatch Group, LVMH, Richemont or Rolex/Tudor, you will need a prime location, sufficient size and the money to fit out and refurbish the store every few years. Gone are the days when a bit of minor maintenance would keep a showroom up to snuff for a decade or two.

Despite numerous attempts to build ecommerce empires without physical stores for luxury watches, none have come close to challenging businesses with great showrooms in A1 locations.

That is not to say ecommerce is not another essential. Even though Rolex and Patek Philippe watches cannot be sold over the web by authorized dealers, retailers will fail unless their customers can find watches they want online, research their features and styling, and check prices.

Even though most will still go into stores to try on watches and get advice, the journey starts online and a retailer that cannot accompany customers on that journey is doomed. Digital marketing via social media, SEO, adwords, etc, is an unavoidable cost or customers will find competitors that have invested in the latest tools and techniques.

This is all staggeringly expensive, which is why we are seeing so many store closures from major multiples and smaller independents going under.

It is also driving consolidation with mergers and acquisitions leading to fewer but larger groups that can afford the very best locations, systems, staff and shop fits. Expect this to continue because businesses that cannot make the investment required by the best brands and demanded by today's customers will not survive. Sine qua non, I fear.

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