Staffing Agency Guide To Google Adwords Remarketing

Build a website. Start a business blog. Leverage social media. You’ve done all that. And now, you still need better marketing strategy for staffing firms. Keep exploring further.

I don’t know where you got all of the ideas you have tried in terms of effective recruitment agency marketing.

Here is what I know. While the tips often suggested are good, most of your colleagues who suggest them often do not have full knowledge and experience of how to put these things to fruitful work.

Building recruitment website is good. Consistent business blogging is beneficial. Free social media posting is also good.

The problem is that majority of contents written by recruitment experts don’t have specific details on how to implement each of these online marketing strategies effectively.

Note, I am a consultant just like you. But what I do is digital marketing, not recruitment and others.

In order to avoid paying for professional digital marketing services, many business owners choose the free and easy path. But in practical terms, free and easy doesn’t always work.

In other words, filling your pipeline with low quality, non converting leads won’t bring the exact type of clients or size of revenue you want.

For those people who understand the inseparability of risk and opportunity, they use Google adwords every other day and month. A search for ‘staffing agencies Liverpool’ showed this sample below.

google adwords remarketing strtageyAnd for others who invest in this proven marketing strategy, remarketing helps to increase effectiveness, quality lead generation rate and revenue.

And that is what we’ll be discussing throughout this post. First things first.

The Benefits Of Google Adwords Advertising

Purchase Intent: When people do active search for the price of services they need, the purchase intent is usually high and obvious. Think of adding words like affordable, price, cost and fees to the search terms that describe what you are selling.

Matching Context: Let’s look at location for example. You may assume for some reasons that every business in your target niche have the need for what you are selling. Then you’ll set off reaching out to people who are demographically qualified, but not interested or can’t afford your services. Paid search advertising helps to attract only the people interested.

Immediacy: whether online or offline, interruptive advertising breaks attention pattern. Consequently, it annoys potential clients in moments of personal engagement. Search engine marketing reaches out and attracts prospects exactly the time they are searching for your services.

As a testament to how well it works for many, not all of the people that use it, almost 82% of Google’s $21 billion revenue in 2016 came from advertising; mostly adwords.

And because Google owns around 74% of global search engine market, the businesses spending this money include the ones in your market niche and location. Just do a search for ‘staffing agency fees in your location’ and you will find more.

What Is Google Adwords Remarketing

This is an online marketing strategy that displays advertisements to people who have visited your website home page or specific page.

When interested prospects come to your website and leave without converting into qualified leads or paying customers, you can use remarketing to follow them along their purchase journey.

Interestingly, this can be done across desktop, mobile and tablet devices.

If you understand the concept of buyer journey, you’ll know why less than 3% of website visitors convert on their very first visit.

Interestingly, many business owners who operate mostly offline still assume that their most qualified prospects don’t spend time online. However, what they don’t know is that many high ticket deals that end up offline actually originate online.

Beyond my personal opinion, Bright Local reported in their blog that 77% of local searches on smartphone lead to offline business visits within 24 hours.

Thus, when interested prospects who visited your website from different online destinations leave without converting, you can bring back a percentage of these people with Google adwords remarketing strategy.

The fact is that those who spend money on remarketing and those who don’t are not at equal competitive advantage.

How Google Adwords Remarketing Work

With a snippet of code placed on your website, you’ll start building a list of people who visited your home or other specific pages. By building this audience list, you have additional opportunity to bring back a percentage of previous visitors.

The interesting thing is that this can be done even though they have not signed up for your newsletter.

So do not think again that newsletter or contact form is the only way to generate leads from your website. You need quality traffic first.

Now, here is how Google adwords remarketing work specifically to help maximize ROI on marketing budget.

First is the standard display remarketing. After placing the code which could be generated from Google adwords or analytics, your ad would be set to display in form of banners or text on the website of people participating in Google display network.

This is perfect for growing brand awareness within your location and niche market. When these previous visitors continue to visit other websites (over 2 million affiliate websites) they will continue to see your advert across desktop, tablet and smartphone devices.

Second is the remarketing list for search ads. After set up, this one shows as standard search advertisements that appear on top or below organic results.

google adwords remarketing

When people continue to search for services related to what they viewed on your website, your remarketing adverts will continue to show up.

One key benefit here is that you can use 100+ keywords to retarget them.

For instance, 800 prospects searched for ‘recruitment consultant service fees’, then visited and left your website without converting. When they continue their search for other keywords related to this one, you can use same to reach and bring some of them back.

Here is an images that explain more on how google adwords remarketing work.

google adwords remarketing list for search adsThe third option is email list remarketing. Upload a list of emails. Set up your remarketing campaign.

When people that own these email addresses sign into Google properties, (Google search, Gmail, Youtube), adwords remarketing campaign can be shown to them.

Now let’s say you have 3000 emails in your list of new leads, previous clients, employees and partners. You can segment your list and show relevant ads to them.

Video remarketing is the fourth option. Video is one form of content that often have higher engagement among people who are serious about brand distinction. By creating a streamlined funnel, your campaigns can be shown to only the people who watched a video on your website.

No doubt, video makes influential impressions. Leverage video contents to generate leads for your staffing agency services.

Here is one google adwords remarketing case study of 239.7% ROI you can take a look at.

Business Blogging And Remarketing

If you have been into consistent business blogging for your recruitment services firm, you are probably generating a considerable volume of organic search engine traffic.

Depending on the quality of traffic you do get with regard to buyer keyword optimization, remarketing will actually help to improve your conversion rate if done properly.

For instance, with Google analytics you can build an audience of people who spend a specified amount of time on your website (or specific pages) and left without converting.

As you may already know, longer time on site is a positive engagement metric.

Within 30 – 540 days, your remarketing ads could be running to reach and convert a percentage of these highly engaged lists of qualified prospects.

And you don’t need to sign them into your newsletter or other lead magnet before doing that.

Contrary to all of the things discussed above, some people actually advice against using paid advertising to promote your consulting business, brand or blog. In one of his articles inside Inc; magazine, Lou Dubois stated that:

As a consultant, if you are starting out, you may feel the need to advertise your business in newspapers and or via Google adwords. But be wary of this approach because some (in my opinion, not everyone) will view it as a cheapening of your brand. And when you are a consultant, you are selling your name and skill. If you have to spend money to do that (sell), are you really good as you say you are?’

While this may be true for some people and in some instances, it doesn’t hold true in all cases.

What the people that give and buy into such advice don’t know very well is the difference between brand awareness campaigns and direct response marketing.

If you are starting out and you depend 100% on growing brand awareness sorry for you. When your account goes in red line, you’ll understand the need to think, act and learn faster by taking good calculated risks.

And in case you are not comfortable spending your time on promotional social media activities that produce nothing beyond useless metrics, the time may be now and not later.

After reading the same article, someone wrote this in the comment section.

Comments like the one above and other reasons explain why some proactive consultants are searching for keywords like the ones shown below.

how to get consulting clients fast

The fact is that there is competition in almost any niche you look into.

One thing worthy of note is this:

Entitlement mentality and passive hope won’t get you anywhere farther than where you are now’.

Now here is what I want you to do. Go and visit 10 or more websites of staffing consultants or firms you know in your niche and location.

Observe if they have retargeting strategy currently working for them. You will know by doing repeat search for related keywords in Google or visiting other websites participating in Google display network.

If none is doing it, well; you could be the first leveraging this competitive marketing strategy in your niche.

Note, there is nothing that stops you from combining brand awareness campaigns and direct response marketing if you know how to leverage technology, content and data.

Setting Your Adwords Remarketing Budget

At the end, what you spend on Google adwords will be determined to a great extent by you.

But what I have seen in many cases is that remarketing often has lower cost per click in comparison to standard campaigns. Obviously, this is a unique kind of high value traffic.

The other core determinant of Google adwords advertising cost are the following.

Market competition is the factor that determines how much you pay for each click or prospect brought back to your website.

Using Google keyword planner to do some research will give you an idea of estimated cost per click in your target niche and location.

Who runs your ads? If you are the person creating and managing your remarketing campaigns, then you will be practically paying less than others. So you won’t be paying Google adwords consulting fee to an expert or agency.

With a full time staff doing it, the cost becomes part of your overall operating expenditure.

In a case where you don’t have the time and expertise to run the campaigns properly, your next best option is to hire adwords expert.

With that you’ll be leveraging on the experience the person or agency had built up over some years.

From many different perspectives this is better than taking miscalculated risks with your marketing budget and losing a considerable amount of money in the process.

The exception is a situation where you have some funds to learn by real practice.

As for the adwords consulting service fees, there are many variables at play. Think of factors like location of the expert, level of experience, niche market, size of business and budget involved.

From whichever perspective you look at it, these things cannot be equal in all cases.

For example, a business that earns $1000 per sale can pay $50 to get a sale easier than another business that earns only $50 per sale.

However, this is not to say that adwords remarketing doesn’t work for low priced products or service.

Most experts and even business owners prefer to pay flat monthly retainer fee that range from $200 – $5000+. Once again, it depends on location, niche market and size of business and budget.

Some people works with a fixed percentage of paid search engine advertising budget. This takes into account the fluctuating workload that could be required in each passing month.

The most common numbers I see falls between 5 – 20% of monthly ad budget.

To maximize ROI, what I normally do here at Weblife is to fix 10 – 30% of overall Google adwords advertising budget for remarketing.

If you want to explore paid search as a marketing strategy for recruitment consulting firms, you should consider these numbers too.

Conclusion

Getting website traffic is good. Filling your lead generation pipeline is also good. But if a frustrating majority of your leads are not converting as much as you want, then that could be a feedback signal that you need to do something different.

The other way to look at is to do the same Google adwords you have been doing; this time differently.

If you take action to explore further, powerful audience segmentation capabilities exist within Google adwords remarketing.

For example your website audience can be segmented based on location, interest, on site behavior, purchase history, email list and many other interesting factors.

Remember to do some tests and find out if your competitors are doing remarketing right now. Find out from Google search and visit 10 competitors in your target niche and location.

Visit their websites and leave without becoming a lead. Then, visit Facebook and other websites, search for the same keywords and observe if they actually invest in this widely untapped competitive advantage.

In case you are one of those generating a considerable volume of organic search engine traffic from consistent business blogging strategy, then you already have a leg ahead of many.

Like I always say, good knowledge is half the battle.

Share your current search marketing challenges and experience in the comment section. You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

How To Increase Hotel Bookings With Google Search Marketing

Obviously, anyone interested in how to increase hotel bookings has acknowledged their current problem – low booking rate. And now, here you are seeking for practical solution.

So you’ve got 20 – 100 hotel rooms available for daily revenue generation. But the low booking rate poses a great challenge.

Wait; there could be an underlying bigger issue.

The profit margin recorded after deduction of monthly operating cost of round the clock power system, personnel and possibly Wifi falls far below expectation.

Interestingly, if your means of livelihood, personal growth and happiness depends on this hospitality enterprise, then there is a need to do something differently better.

However, when your daily schedule is filled with only the responsibilities of managing existing resources, policies and processes, I bet you’ll continue to lack the ability for better competitive strategies.

Now, how can Google search engine marketing help to increase hotel bookings? And why Google search in the first place?

Search Engine Marketing For Hotels

Before we go in to explore how to increase hotel bookings from Google search, here is why I chose Google – with 77.4% market share, it is the #1 search engine across all countries in the world, including Nigeria.

Based on what we know about the digital landscape in Nigeria, majority of search engine traffic flows through mobile devices.

This includes people searching for hotel rooms and related services across different states, cities and locales. Below is a sample screenshot of what I mean.

Probably, you are reading this post on a mobile device. Remember that a great percentage of your target customers are people on the go – travelers.

Mind you that some of the prospects searching for keywords like these are not currently in Enugu (or your operating location). How do you reach them exactly the time they are in need of your services? Keep on reading.

To further buttress this point, a 2016 study by Hotels.ng revealed that 60% of hotel bookings happen on mobile devices. Other demographic insights also abound in that report.

Generally, search engine marketing is of two forms. Below this paragraph, we’ll explore them one by one.

Paid Search Engine Marketing

This is a pay per click online marketing strategy in which people and companies pay money directly to Google to place their adverts relating to selected keywords.

Sometime it is called performance based advertising. And here is how paid search advertising work.

If I go to Google and search for ‘hotels in Abuja’ and then click your advert that popped up, Google will deduct a specified amount from your prepaid advert billing account.

Without the advert being clicked to drive booking prospects to your website, you won’t pay anything. In other words, you won’t be paying for visibility and brand impressions only; just like radio, newspaper, television and bill boards.

On a deeper level, there are some market dynamics that determines how much you’ll pay for each prospect delivered to your hotel booking website.

You can check this post on how to set Google adwords budget for more insight.

Search Engine Optimization For Hotels

This is the second form of search engine marketing.  Unlike PPC search ads, you don’t pay money directly to Google or other search engines for them to list the links to your website for each relevant keyword or phrase. What is SEO you may ask?

Well, here is how search engine optimization work.

First it is a process of making your web pages eligible for higher ranking within search engine result pages and for specific search terms.

This involves doing research to select the relevant keywords and phrases that real prospects use when they are searching for specific products, services, location, equipment or solution to their current problems.

You use tools like Google keyword planner, Ahrefs keyword explorer, Long Tail Pro or Semrush for this.

The second part is using the selected keywords to create contents for your website and individual pages. Examples are service descriptions, blog posts and other web pages.

Thirdly, organic SEO is about building links that leads both human users and search engine crawlers to your website. These are the core parts of active search engine optimization.

If you are not active in this regard, it means your hotel website could be an empty conference hall.

how search engine optimization work

No deal. No revenue.

In order to leverage search engine optimization to increase direct hotel bookings, two options are in front of you – learn as much as you can and do the work yourself or hire an SEO expert.

The same thing applies to pay per click search engine advertising with Google adwords.

Thus, the whole essence is to reach and attract interested prospects only and exactly the moment they are in active search for your services.

Google calls this purchase loop ‘I Want To Buy Moment’.

Now, let’s look at specific ways and actions you can take to boost your hotel promotion strategies. I believe these will enrich your sales promotion ideas at the end. Here we go.

#1: Go Beyond Your Operating Location 

As noted earlier, a great percentage of prospective, money-in-hand hotel customers are travelers on the go.

Based on this fact, you don’t have to depend 100% on local residents or people within commutable distance. But how do I know, you may ask?

Well, I am a typical example of young adults who book hotel rooms only when they travel. And as for me, I often start my search for rooms within my budget prior to arriving on the location.

The other time is when am already on the road – inside a bus or an airport.

Going beyond operating location is a perfect strategy for single state or city hotels. This could be a real competitive advantage if done properly. In some countries, Google adwords provides capabilities to reach people who are inside an airport.

Other than this, you can as well select the location of prospects you want to attract vis adword location targeting.

google adwords location targeting strategy

Think about people searching for keywords like ‘hotels near Lagos airport Ikeja’. Add your own city name if you are not operating out of Lagos.

#2: Invest In Local SEO

If you want to increase the quality of your daily, weekly and monthly website traffic (ie: real prospects), then local search engine optimization is one of the best ways to accomplish that.

It is simply a process of using location based keywords to attract people from organic search engine result pages.

The premise is that people searching for such terms in relation to specific services are often within that location or interested in visiting very soon.

Soon in this context could be within the next 24 hours or 30 days.

This also implies that even people from outside the country searching for hotels in specific cities will find your website. Among other things, it gives the potential booking customers opportunities to see your rooms and prices before visiting the location.

To do this very well, there are lots of intricate dynamics behind it. However, except you want to take online SEO course, here is a guide on search engine optimization for hotels.

#3: Leverage On Strategic Timing

If you are still shouting at radio stations during working hours all in the name of growing brand awareness and inducing top of mind recall, think again.

You can do better than that.

On the surface it may seem there is no special time for growing brand awareness. However, when it comes to direct service marketing, advertising at different hours of the day can hardly have equal effects.

And we all know that with most traditional advertising mediums the outcomes of your advertising spend can hardly be measured.

In effect, you are throwing money in the air or gambling when you pay for brand impressions only. Without doubt, I am 100% sure you need results better than that.

So what am I saying about strategic timing?

Launch your Google adwords campaigns when prospective customers are in booking mode. This will increase conversion rate.

Run your ads between 12:00pm – 09:00pm. Increase your ad spending on weekends. Note that you can as well attract people searching for competing hotel brand names and then show what you’ve got at the right time.  Don’t ignore this.

#4: Showcase Your Unique Amenities 

When it comes to amenities, all hotels are not created equal. The same fact holds true for the taste and purchasing power of your target customers.

Here is a common scenario.

Someone spends good amount of money to build aesthetically cool hotel website. And within that, there are lots of images displaying rooms and amenities as well as a page called gallery.

But the big question is how many qualified prospects visit this website on daily basis to see all the amenities that makes you the best in town?

The other practice is to create social media pages. Post few pictures and forget it or some boring contents that no one cares to read.

Contrary to this, you can use Facebook advertising to make your amenities visible to a well targeted audience based on demographic variables like age, gender, location, industry, job titles and many others.

But that isn’t the focus of this post for now.

Interestingly, there are many ways to showcase your hotel amenities to qualified and interested people even before they decide to visit a particular hotel.

Let’s look at some of them in the context of google search engine marketing. The following options apply to both adwords and SEO.

Swimming Pool Related Keywords: Examples ‘Enugu hotels with swimming pool’ ‘hotels in Abuja with swimming pool’. If you have this in your place, use Google adwords to attract people to a page that showcases them.

Conference Hall Related Keywords: Think of search terms like ‘event centers in your location’, ‘conference halls in your location’ and others like them. Create specific pages for this and start driving search engine traffic to them.

Fitness Gym Related Keywords: Both local residents and periodic visitors often look for fitness gyms within the hotels they choose to book. Give a special page to your gym facilities. Add multiple clear images. And start driving traffic to it.

#Tip: Add phone numbers and email on top of every image. People searching for specific products and services are often in price comparison mode. And some people may not be aware that the amount in their hands can afford quality amenities like your own.

#5: Make Your Price Range Known

Yes, I know it is stated clearly in your website. But here is one fact worth reiterating.

The biggest room in the world is the room for improvement’ – Anonymous.

And I guess this is the single most important reason why you are reading this.

Unless there is a law banning the display of prices in your operating location, by all means make your price range known to as much prospects as possible.

Note here that the statement or goal isn’t to make your price range and amenities known to everyone in your target location, but only the prospects actively searching for your type of services.

People searching for keywords like ‘affordable hotels’ in your target location are often in price comparison mode.

The usual intent is to find what matches their personality, taste and budget. If you are waiting for them to reach your website or location before they know, then you are practically missing out daily on online advert originated bookings.

#6: Use Google Adwords Remarketing 

Once, again the essence of price comparison in a pre-booking context is worth repeating.

But why?

Well, Google adwords remarketing helps smart business owners and marketers to key into that context.

The thing is that when interested prospects visit your website and leave to continue their search for some reasons, remarketing or retargeting gives you the opportunity to stay in front of them across different online mediums and devices.

Through Google adwords, you can use this competitive marketing strategy to bring back and convert a percentage of people who viewed your website or specific pages.

For example, if I visited a page about hotel room rates in your site and leave to continue my search and price comparison, Google adwords remarketing list for search ads (RLSA) make it possible to target only the people who viewed that specific page.

Remember that a great percentage of (local/international) travelers start their hotel search 1 – 7 days before arriving at a specified destination.

If you are creative enough, you can use influential ad copies and exclusive discounts to reach only the prospects who visited your booking page within the last 1 – 30 days.

Here is a remarketing case study of over 200% ROI on $4168 ad spend.

Beside RLSA, Gmail, Youtube, online banner display, past customer emails and even Facebook can be leverage to launch an integrated remarketing campaign to increase hotel bookings online and offline.

Below is an example of remarketing ad done on Facebook.

With this, you now know that hotel sales promotion strategies goes beyond free posting on Facebook and other social media platforms.

At this point, the question that could be popping in your mind is – how long would it take me to learn all of this?

Here is one good option you have – hire a digital marketing consultant. The other route is to employ a full time expert which will add up to your monthly salary bill.

One thing is obvious to you and i. And that is; there is a great competition within your target market.

Thus, if you are not exploring new initiatives, you’ll continue to have the same unimpressive results you’ve always had. In addition to that, you could be losing even ready customers within your reach to the nearest smart competitors.

But now, with Google adwords you have a great competitive advantage. That is if you put what you just learnt to work.

Among many other things you now know how to go beyond your operating location, use precise location based search terms. And then leverage strategic timing, showcase your unique amenities as well as retargeting.

As noted before, the core benefit is – you’ll be attracting only the prospects actively searching for your hotel services.

Done very well, this will help you to answer questions around how to increase hotel bookings, both online and offline. Go take some actions today.

Share your experience or challenges in the comment section. You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

9 Points To Consider Before Hiring Google Adwords Consultant

Why consider these points before hiring Google adwords consultant? Here are the reasons.

First is to avoid wasteful mistakes. Whether you have tried paid search advertising on your own before or not, some mistakes could be wasting your money or revenue opportunities if not avoided.

The second reason is to maximize ROI on your Google adwords budget. There are lots of opportunities to attract people exactly the time they are searching for your services.

If you are not aware of the best strategies, you are likely to miss out on them. Hence, you don’t know what to ask for.

This means you could end up hiring less experienced adwords expert.

Prior to becoming aware of any specific brand, a growing number of B2B and B2C buyers conduct active research online. And majority of these researches happen in Google.

Here is the reason why Google owns 77% of global search engine market. Based on this large market share, they earned $19 billion from advertising alone in Q2 2016 according to AdWeek.

For many business owners, their problem is not generation of traffic and leads.

The real challenge is the quality of leads that fills their pipeline. And that’s why they turn to Google adwords to increase the volume of buyer traffic to their online and offline store.

Maybe you have tried it on your own or you just need expert help because it’s not part of your core responsibilities.

Now you need to hire a Google adwords consultant, here are the key points to consider before making commitment.

Google Adwords Consultant Hiring Process

#1: Expert Certification 

google adwords consultant in nigeriaThis is pretty much a basic requirement. While some people could acquire real verifiable experience without certification, every expert worth hiring for consulting work should be certified. This is a documentary proof that the person has certified knowledge of how Google adwords work.

So if someone is trying to convince you that certification doesn’t matter and it’s not a proof of expertise, that person could be right.

But know that he or she doesn’t have it. If they do, the proof will just appear.

The major certifications here include search, mobile advertising, shopping ads and analytics. Someone that has two or all of these could as well have multiple skill sets to serve your need.

#2: Relevant Experience

This is the real thing. On the surface Google adwords advertising seems easy. Almost everyone can select keywords and create running ads. But if you need proven strategies that produce impressive profit, you need an expert with relevant experience.

Better if you can find someone who have worked for businesses like your own and in the same niche where your business belong.

So it is not just the number of years of experience that matters.

Ask the person to share some screenshots, conversation transcripts, proof of payment or reference. The other option is to do Skype screen sharing if possible.

While many will object to some or all of these, the adwords expert you want to hire should at least provide one of these. After review, you’ll then make your decision.

#3: Google Adwords Budget

Here I am referring to the real amount that will be paid directly to Google at the end or during the campaign.

This is your decision to make. You decide how much you want to spend per day, month or campaign. But first, the following are the key factors to consider.

First is your potential earning per sale. How much will your business earn from each sale or completed transaction?

You know this number better than me. From there you think through your monthly revenue goals. Obviously, big goals require relatively big budget as well.

For example, if you are a recruitment consultant earning $5000 per completed transaction. How much would you pay to get that from every 100 qualified leads?

The second point is the prevailing cost per click for the high value search terms in your niche.

The cost per click will determine how much you will pay to get 100 – 1000+ clicks from prospects actively searching for your services.

Here is a sample screenshot below.

google adwords budget estimation#4: Google Adwords Consulting Fee

If you are looking for a full service digital marketing consultant or agency, the fees will be somehow bigger.

This is because the workload will be bigger. Hence, the expert will be working on all your online marketing strategies across channels like search, social and email.

If the person has skills for analytics, it will then serve well for performance tracking and conversion rate optimization.

Besides this, Google adwords consulting fees are determined by factors like location, niche market and billing model. For example, the fees charged in high value niche markets like legal and finance cannot be the same for local clothing businesses.

However, the most influential factor here is the billing model.

Based on percentage of monthly adwords budget the prevailing rate ranges between 5 – 20%. If you have a higher revenue target and with $10,000 budget, expect to pay $1000 per month to the expert you hire.

Other people charge a fixed amount of money for one time or ongoing campaign.

The last option is paying a percentage of earned revenue. This seems to work well for both business owner and adwords consultants, but sales fluctuation causes an imbalance.

#5: Customer Lifetime Value

how to get customers with google adwordsThe difference in customer life time value depends largely on business models. Here is the reason why Google adwords work well for businesses that has long customer life time value.

Interestingly, most of the clients I have served in recent years belong to this category.

In the recruitment niche for instance, a single customer could pay for multiple placements per year.

If you have opportunity to make 3 placements per year for a single client at $5000 each, how much would you pay to get 100 prospects that can afford your services?

Looking at subscription based services for instance, how much would you pay to get a customer that pays $100 per month over a 12 months period?

Customer life time value is about repetitive revenue per customer over a specific period of time.

If you don’t understand this point, you may make the mistake of trying fruitlessly hard to spend lower than your competitors. Unfortunately, this could trap you in a cycle of low performance in terms of traffic volume, lead generation rate and ROI. Pause and think about this for a while.

#6: Google Adwords Remarketing

Here is another interesting fact you should consider before hiring a Google adwords consultant. Your entire paid search campaign should have an integrated remarketing strategy. But first, this question could be popping out in your mind now.

What is google adwords remarketing?

This is an online marketing strategy for showing ads to only the people who have visited your website or used your mobile app.

In the context of adwords, such ads appear on Google’s advertising properties or their partner websites (ie: adsense participating websites).

As stated by Lindsay Kolowich of Hubspot in one of their blog posts, 96% of website visitors don’t convert on their first visit.

While it is possible to make good profit from the other 4% in their very first visit, remarketing helps to maximize profit from the money you spent on prospects that would have been lost otherwise.

In effect, you will be creating additional opportunities to convert a certain percentage of these lost prospects into leads and customers.

Another reason why remarketing is very important is that it takes 2 – 8 touch points before closing an average B2B sale.

If the adwords consultant you hire knows nothing about remarketing, don’t make the commitment.

Let’s say your Google adwords budget could bring in 2000 visitors per month. What we normally do at Weblife is to set aside 20% of the total amount for constant remarketing.

With this strategy, people don’t have to join your email newsletter or become a lead before you do repetitive reach out campaigns to convert them.

Within 30 – 540 days, we can use different ad formats and value propositions to grow your brand awareness and conversion rate after the first visit.

#7: Website Readiness

If you are not informed enough, an amateur adwords freelancer will tell you that your website is perfect to get started once it passes adwords review and approval.

Note that their very first intent is to convert you into a client and take whatever money agreed. Every other thing is secondary.

The interesting fact here is that all websites are not created equal in terms of converting prospects into leads or paying customers. This fact holds true whether you are aware of the reason why or not.

In addition to using dedicated landing pages to generate leads and sales, your main website has to be ready.

While there is no standard of a perfect website that is assumed to be ready for profitable conversions, cluttered design and tiny texts could be wasting your money.

Some of the key factors to check include error free navigation, attractive headline, contact information, clear value propositions, illustrative image, testimonial, strong call to action, mobile usability, legal pages and other relevant pieces.

To get the best results, you should consider a split testing strategy with the consultant or agency you want to engage.

This will help both of you to discover the best combination of website design variables that delivers most valuable results instead of 100% dependence on assumptions.

If website redesign is required, ask for the exact details of what needs to be done, the cost and duration.

In most cases, it is better to have the same person or agency handling the redesign, adwords campaign and split testing.

But in case of an individual adwords expert, the person may have skills and experience to handle this or trusted web design specialists he works with.

#8: Performance Tracking

One of the key benefits of using Google adwords is the instant nature of the traffic that flows from it.

Unlike search engine optimization, you can start seeing results, feedback and data within one hour after your ads approval.

In other words, you can start seeing performance results almost immediately.

But first, you need a performance tracking system in place. With that in place, you will start seeing metrics like cost per lead, return on ad spend and cost per sale in terms of businesses with online payment systems.

Combined with keyword, ad copy and other data points, the insights gained from integrated performance tracking helps to reallocate resources for higher ROI.

Even though proper integration of Google adwords and analytics is good enough for most standard campaigns, there is one other interesting area ignored by many.

And that is inbound phone calls generated from paid search advertisements.

Whether you are using call only ads or not, your pay per click search adverts is likely to generate phone calls. And it’s even better because these are prospects actively searching for your services.

This is why call tracking is very important.

With advanced call tracking software tools like Call Rail, you’ll be able to see the exact keywords, campaigns, web pages and locations delivering the best leads to your business.

You’ll also get a record of customer initiated phone conversations.

Imagine this scenario.

You are running an adwords campaign that generates leads from your website. But the conversion rate is very low; meaning you are barely breaking even.

At the same time, the same campaign delivers phone calls from qualified and interested prospects that end up buying your services.

Suddenly, you felt like the ROI on your Google adwords budget is not impressive. So the assumption that your ads are not working led you to stop the campaign. Consequently, your sales volume and monthly revenue starts dropping.

Who would you blame?

The fact is that, an adwords consultant who cannot generate and track phone calls could only deliver half of the results you want.

Mind you, mobile search traffic is now greater than what is happening on desktop. See this guide on how to generate inbound sales calls from mobile users.

#9: Monitoring And Reporting

Fully outsourced Google adwords campaign includes constant monitoring. You never know when an unexpected change will happen and cause serious losses. This is why you need to discuss monitoring with whoever you are hiring.

The question should be, how often would your ads be monitored?

Keeping an eye over your ad status, click through rate (CTR) and cost per click (CPC) makes it possible to spot opportunities for increased ROI as soon as they arise.

The other important thing is to agree on a reporting schedule.

Most people chose the weekly reporting schedule. But if you have reasons to use monthly reporting, there is nothing wrong with that.

Also at the point of discussion, decide on the format in which the report will be delivered.

Conclusion

At this point, it is worth reiterating why you should consider these points in the first place. Without proper considerations, a seemingly trivial mistake could lead to continuous loss of revenue opportunities. Now you know better, this could help you avoid some of them.

Hiring a Google adwords consultant is easy.

The hard part is about knowing the most important factors to discuss prior to making a commitment. Directly and indirectly, this will also impact your bottom line ROI.

Note that this was not meant to be an exhaustive list. Hence, there could be many other interesting factors that will influence your outcomes.

Worthy of note again is the fact that adwords cannot work for everyone in every situation.
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If you are selling low value items (under $20) and you can’t afford $200 – $1000+ budget, you may end up wasting your money and time. And then join the list of people complaining that Goolge adwords doesn’t work.

Share your experience and challenges in the comment section. What have you tried?

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

Understanding ROI Metrics In Outsourced Search Engine Marketing

Outsourced search engine marketing services provide amazingly great benefits. But if you don’t understand the ROI metrics prior to outsourcing, you could end up gambling away some real scarce resources – your time and money.

For ecommerce online stores, tracking ROI from search engine marketing is a whole lot easier. The online order, checkout and payment systems present digestible data points.

However, when you come into B2B lead generation contexts, the story is different.

The complexity of multiple touch points involved poses a great challenge to low experienced digital marketers, traditional marketers and business owners. And from my experience, this is happening across different industry verticals.

NOTE – this post is about 3,036 words long. Consider the usability option below.

After auditing over 2000 adwords accounts, the CEO of Disruptive Advertising found that close to 75% of advertisers do not have conversion tracking set up in place.

Without further analysis, I bet that majority of these people are business owners and traditional medium marketers.

And they are all doing the ads themselves to avoid hiring paid search engine marketing consultant, agency or full time staff.

He also stated:

‘’While most companies struggle to make adwords profitable, majority of these people can succeed by fixing few common mistakes. Whether it’s setting up a small tracking programs, eliminating useless keywords, creating effective landing page strategy or giving the ads the attention It deserves, these problems can be overcome with little extra effort.’’ – Jacob Baadsgaard

It was only in the fifth month that Darren Holmes, an event services expert became aware of how conversion tracking works.

Prior to our first 30 minutes Skype call he assumed everything was perfect because he gets more than he pays for his monthly pay per click search advertising campaigns.

So in that frame of mind, he was driving all traffic to his home page. Now imagine if he was to start outsourcing with those assumptions he had then.

In this context, conversion tracking seems pretty much basic to a whole lot of people.

But defining what a conversion is and understanding the ROI metrics makes the whole picture a little more complex for many different people.

Asked what kind of performance report she gets for her outsourced search engine marketing, Anne responded ‘targeted traffic volume’. Probably, that was what she wanted and asked for from the SEM agency she hired.

Like many other small and medium sized recruitment agency owners, Anne Forrst thought that higher website traffic volume would solve all of her problems.

But at the end the seventh month, she was barely breaking even. The same reality applied to all outsourced digital marketing services.

In most cases, it’s either you are driving useless traffic to your website, have a poor performing conversion funnel or both.

But how would you identify the problem if it is you? Yes, I mean you, reading my post right now.

Before proceeding to ROI metrics, let’s take a little time to look at some of the key fundamentals. Sure you could pick one or two useful hints from there.

Why Search Engine Marketing

outsourced search engine marketing

Assuming you are one of the people still at the consideration stage currently, a question in this line may be popping in and out of your mind – why search engine marketing? Well, among many others, you’ll experience the benefits of purchase intent matching, immediacy and measurability.

Unlike many traditional marketing channels, you’ll have the opportunity to measure and report the outcome of every $1 spent.

And most importantly, it is performance based. You don’t pay until you get real prospects coming to your website, visiting offline operating location or even calling your phone. Check this post to see how pay per call advertising works. 

Forms of Search Engine Marketing: Google Adwords

With this option, you’ll be paying money directly to Google for each click or prospect delivered to your website. That’s why it is often referred to as being performance based or PPC. Call it paid search if you like.

While there are many other search engines that runs PPC advertising, Google adworsd is the market leader across the world.

Currently, Google owns 77.8% of global paid search ad market.

Forms of Search Engine Marketing: SEO

In the context of digital marketing, SEO stand for search engine optimization. It is a process of making the contents of your website eligible for higher ranking within search engine result pages.

That is when someone searches for specific keywords or phrases, a page from your website will show up with clickable link.

Unlike adwords, you don’t have to pay money directly to search engines for higher ranking.

One of the key benefits of SEO is that it almost seems like free traffic when the contents of your pages are optimized to rank higher for high value keywords.

For example, i did a search for the keywords ‘wedding planning lead generation’, and found this 2016 content ranking in the first page of Google.

wedding planning lead generation ideas

The implication is that a piece of content ranking in the first page could be providing quality traffic and leads for a multiple number of months and years. And in some cases, your website don’t even need to be on the first page to get good amount of organic search engine traffic.

Outsourced Search Engine Marketing: The Core ROI Metrics

In their State of Inbound report 2017, the team at Hubspot found that one of the major challenges many still face is that the leads delivered by marketing people to sales often don’t convert as much as expected.

And this means real disappointment for almost everyone in the value chain – the business owners, executives, marketing managers and agencies.

But that is mainly for people that have the resources to employ full time marketing and sales team.

Thus, if the conversion rate is perpetually low, the ROI will also be affected in the downward side.

The question is; where are you currently generating majority of your leads from? Remember, doing the same thing over and over again will give you the same results you’ve always had.

Website Traffic Volume

Practically, marketing means just two things to almost everyone in the business world.

Especially if you are business owner or have a role in marketing, the way you see It is the way you’ll do it.

First is like gambling. Yes, people who make 99% of their marketing decisions based on assumptions see marketing as gambling. Guess you know what the concept of luck is all about.

So whether you intend to outsource search engine optimization or PPC advertising, without data based ROI plan, you are pretty much gambling.

The second perspective is investment. On a relatively advanced level, marketing expenditure is supposed to be an investment.

This holds practically true when it comes to content based search engine marketing.

When you spend money to create and rank quality contents for high value buyer search terms, the ROI compounds over time.

Below are some of the important website traffic related variables you should consider before outsourcing.

Traffic Volume: Without targeted website visitors, you won’t have anyone to convert into leads or paying customers. On the other hand, without conversions the website traffic generated from your outsourced search marketing remains useless.

Thus, this is the core variable that you can be measuring from time to time.

And then find ways of improvement with whoever you hire.

If you are a business owner and you have no idea of your website traffic volume, that website you spent real money to build could as well be practically useless.

Website Traffic Sources: How does website traffic source relate to ROI metrics you may ask?

lead generation

Well, all traffic sources are not created equal.

And if the person responsible for marketing in your business doesn’t care about sources he won’t know which sources that delivers better conversion than the other.

With SEO traffic for instance, Google search console integration will give you insight on the keywords that brings the most valuable visitors from search engines to your website.

The insights derived from the top ranking pages and search queries will then provide opportunity for consistent improvement in all of the performance metrics that matters most t you.

Interestingly, without measurement, you can’t improve it.

Website Visitor Location: Obviously, people whose products and services can be bought and sold online shouldn’t be concerned about location.

However, for most offline service based businesses location of the people that visits your website makes a whole lot of difference.

Whether you are aware of it or not, people that visit offline business websites often consider location proximity. And it happens mostly while considering some product and services for purchase.

See this data from Google on how localized mobile searches leads to offline visits within 24 hours.

Among many other things, visitors from non branded search terms are never within your control.

Practically; with an active local search engine optimization strategies you can begin to increase the number of qualified and interested prospect visiting your site from preferred target locations.

For example, imagine how local SEO will work for a wedding planning or event space rental business serving one state in a country. Hint: a lot of your competitors still don’t know how local SEO works.

Conversion Metrics

website conversion rate

I know that growing website traffic volume is good. You also know. We all do. But at the long run, real conversion is better. It doesn’t matter what valuable conversion means in your own business or company.

Before outsourcing search engine marketing, you have to understand the peculiar conversion metrics that are most valuable in your business.

In this day and age, buying SEO services without conversion tracking is really dumb.

Here is one reason why you may consider a full service digital marketing agency as opposed to niche experts. Among other things, you get the benefits of centralized performance tracking.

You’ll be able to see the outcome of your marketing budget spend on each channel – paid search, SEO, social, email etc.

Unfortunately, without conversion you have no basis to calculate ROI. Also without conversion, proving marketing ROI won’t be possible.

This is the biggest challenge I see among people learning how to outsource search engine optimization for the first time.

Now let’s look at the major conversion metrics.

Total Sales: Starting with the end in mind within this context implies that both your website and search engine marketing strategy should be aimed at generating revenue. But without targeted website traffic and real sales, you could be gambling some resources away.

For most ecommerce and online businesses, tracking sales conversion is relatively easy.

And because of this, calculating the contribution of search marketing (Adwords and SEO) to bottom line ROI doesn’t require high level expertise.

Simple ecommerce conversion tracking in Google analytics could just be enough.

But when it comes to offline businesses with multiple touch points and longer sales cycle, the story is different.

The complexity is more than what an average in house digital marketing expert can handle. Maybe you are still struggling with an overworked in house generalist.

On the other hand, you could be the person in charge of marketing with intimidating workload, limited budget and timeline.

Finally, without sales you won’t be able to tell if you are breaking even or losing money.

In the worst case scenario, you may be the one wasting good amount of time on vanity social media metrics that brings zero results.

Quality Leads: Even with common sense, you should be able to tell how the quality of leads affects both conversion rate and ROI on marketing budget.

Especially in the context of organic search engine optimization, many people still don’t track leads, including inbound marketing agencies. The question I hear most often goes like, if all our sales happen offline how do we attribute that to a particular lead source?

While full scale analytics is beyond the scope of this post. Below are some options you should consider.

Use Google analytics conversion funnel tracking. Attach a dollar value to every single lead generated from your search engine traffic.

Leverage on inbound call tracking software to get data on leads and sales closed over the phone.

With call analytics platforms like CallRail or Invoca, you could be getting reports deep down to the keywords delivering leads and sales from your outsourced search engine marketing campaigns.

But don’t stop at traffic and leads. Because at the end, high volume leads doesn’t equal high volume sales.

Cost Per Acquisition: Regardless of whether you are operating from ecommerce or lead generation context, cost per acquisition impacts almost everything else. And for the purpose of this post, CPA can be viewed in two different perspectives.

The one you choose will depend on your role and goals.

First is the cost per lead.

If your role and responsibilities is centered on lead generation, you should think through CPL very well in order to plan for profitable campaign.

The question is; how many website visitors do we need to generate a single lead?

If you don’t have historical data to work with, here is an option for you. Assume 1% conversion rate on your website traffic. Specify the potential revenue per sale.

And then set 2 – 10% of potential revenue per sale for lead generation. With $1000 as potential revenue, $100 (10%) becomes the amount you need to spend to generate a single lead out of every 100 prospects.

In this scenario, how many $100s will you spend to generate the volume of quality leads you need? Will you focus on SEO, Google adwords or both?

The second option is looking at cost per acquisition as customer acquisition cost.

How many leads will it take to get a single paying customer, not a lead?

So if you stop at lead generation metrics, you’ll be seeing only half of the marketing performance picture.

Let’s say you are working for a recruitment consulting agency. Attach $20 to 100 leads.

Based on your average billing per transaction, how much would 1% conversion worth in your business or company? This will enable you determine how much it will cost to get a single paying client.

Improved understanding of customer acquisition cost (CAC) will also enable you allocate your marketing budget to the best sources of quality leads.

‘Earning revenue is good. But if 99% of that goes to customer acquisition, then you are trapped in a vicious cycle.’ – David Skok

Conversion Rate: This is simply the percentage of your website traffic converting into leads or paying customers. On the other hand, it could also mean the percentage of your leads converting into customers, not just website traffic.

In practical terms, if your conversion rate is very low, possibly under 1%, this will be impacting the ROI on your search engine marketing budget or other channels in use.

In general settings, quality of website traffic, quality of leads, value or lead magnet and conversion funnel; all impacts conversion rate.

Among many variables, source of traffic and leads makes the highest impact. Get enough wrong leads in your pipeline and you’ll become helplessly busy at wasting time.

Core ROI Metrics

Except in rare social enterprise settings, the ultimate motive behind every business is profit making. And we all know that without active marketing, profit making goals can hardly be accomplished.

I guess this is why people seek outsourced search engine marketing services in the first place. For most people, hiring a full time in house digital marketing expert isn’t affordable.

The above stated fact simply implies that without profit you either don’t have a business or you are just busy with a hobby.

The same fact applies to outsourced search engine advertising as well. Google adwords for instance is supposed to bring back more than what you put out.

With a well thought out SEO strategy, you should take this into account from day one. Below are the core metrics that defines marketing ROI in many different industries and niche markets.

Understanding them will help you start with the most valuable end in mind as opposed to taking whatever that is offered.

Return On Ad Spend: Especially in paid search advertising, this is the real measure of how effective and profitable your campaign is.

Unlike organic search engine optimization that takes an unpredictable duration before deciding whether it’s profitable or not, you can see your ROAS in a very short time.

For example, if you spend $1000 and got $5000 back, your return on ad spend will be revenue divided by cost. In this case it will result in 500% return or 5:1, meaning that you get $5 for every $1 spend.

Profit Margin: The entire world of capitalism is centered on this one.

In practical terms, if you are not breaking even, then what you are doing as a business may not be much different from pure gambling.

Consequently, any search engine marketing agency you want to hire but doesn’t take profitability is often interested in their earnings and nothing else. The fact is that if you are acquiring each customer at a cost of $200 but earns only $203 from each, you’ll need higher volume to stay in business.

But the underlying fact could be that your current customer acquisition channels and strategies need either full replacement or improvement.

Among other things, profit margin determines how long you’ll stay in business and the financial growth potential.

Constant inflow of external funding won’t even save the situation if you are not breaking even.

Customer Life Time Value: In comparison to customer acquisition cost, the question is how much would you earn from a single customer over the period of your relationship with a person or company?

This metric isn’t relevant to all businesses, but it affects bottom line ROI.

Thinking through this one helps to decide how much is acceptably ideal for acquiring a single customer.

So a high customer life time value warrants higher cost. Putting this into consideration will determine how aggressive you should or shouldn’t be in relation to the competition in your niche.

Conclusion

For those still paying for visibility alone within traditional mediums like newspaper, flyers, posters, and billboard, now you have a better understanding of how search engine marketing works.

With the insight provided here, you’ll be able to go beyond surface level guesswork with regard to ROI on your current marketing practices.

And if you have made up your mind about outsourced search engine marketing services, don’t stop at website traffic only.

Without conversions, your website traffic is useless. Perhaps, things could get really worse than as it is now if you continue spending money to attract wrong visitors.

The big question is; how many of your leads are actually converting into paying customers?

On the first instance, this has a lot to do with the quality of your website traffic. Low quality traffic makes for lower conversion rate and vice versa.

While driving traffic with paid search advertising and SEO is relatively possible for many inbound marketing agencies, not all of them tracks conversions.

The few people that do it stop at conversions only.

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However with Call tracking integration, you’ll be able to get a proof of which channel delivers more inbound phone calls and sales than others.

Check this SEO case study on how we helped a Colorado, USA company grow their organic search traffic by 1,697% in 10 months.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

 

Google Adwords Location Targeting Guide For Recruitment Agencies

If you are an active user of search engines like Google, I bet you must have experienced location based marketing.

In the context of search, Google adwords location targeting is just one form of it.

The other option is organic local search engine optimization.

Interestingly, not everyone outside the digital marketing space knows there are effective strategies for making their website links visible when people are searching for related product and service information.

This is what SEO is all about. Search for ‘’local SEO strategies’’ and you’ll understand what I mean.

location based search engine marketing

Below these paragraphs we’ll explore how location targeting works in the context of search engine advertising with Google adwords.

Jane Daniel is a marketing manager in local niche staffing agency. Every three months, she goes to a local radio to promote their training services. As expected, thousands of people listen to that station according to the managers.

At the end of the last program before I met her online, she got 17 phone calls.

NOTE – This post is about 3,695 words long. Consider the usability option below.

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From the conversations, it turned out 11 out these callers were in locations where it will cost 4X the training fee in order to get to the specified location.

When I asked her what was her main objective, she responded ‘growing brand awareness, generating leads and attracting new trainees’.

Yes, some people are now aware of their brand, including unqualified prospects. But the number of registrants who paid as a result of the radio promo was less than expected.

In effect, it seems like looking for needle in the haystack.

One newspaper advertising pitch reads like ‘our readership spans across an estimated 650,000 high networth individuals, professionals and executives in any sector you can think of.’

Obviously, your recruitment services are not meant for anyone and everyone.

For example, if 100% of the people you are reaching out to are demographically qualified but can’t afford your services, you’ll end up wasting your marketing budget.

On the other hand, sharing your promotional videos, blog posts and images on free social media pages won’t make much difference either.

If your value propositions are mismatched with my current interests, needs and pain points, why should I care?

In a bid to leverage online marketing, many people resort to and depend on sharing blog posts, videos and promotional images on free business pages within social media.

Clarification; i am in no way saying that is is not good. Effectiveness depends on how well you do it.

But the unfortunate thing is that if no one sees these pieces of contents or the people that see them are not within commutable distance, the return on resources spent creating and posting them will be flat zero.

The point is; content marketing goes beyond content creation and free organic promotions.

Among many others, one great benefit of using google adwords advertising is right timing. For instance, selling recruitment services to me just after hiring a consultant won’t move me to any purchase action.

With Goolge adwords location targeting, you can begin to attract only the qualified prospects within reach exactly the moment they are searching for your services.

Now let’s explore the options below.

Google Adwords Location Targeting: The Best Options

  1. Country Targeting

Except search engines and social networks, there seems to be no other affordable advertising medium for reaching an entire country.

That is the reality for the majority of recruitment agency owners. However, that reach somehow still depends on the size of your budget, target location and demand for what you are selling.

The other options here are television and online versions of national newspapers.

But in case where your staffing agency doesn’t have the capacity to deliver services across an entire country, there is no point in targeting an entire country with Google adwords paid search advertising.

As for businesses that can deliver their products or services within an entire country or set of countries, country targeting is a perfect option.

Example, if your company provides online courses that could be bought, sold and taken from anywhere in the world, you should consider targeting a selected number of countries that appeals to you.

Google adwords allows advertisers to target multiple countries for each campaign at a time.

Here are some tips to maximize ROI from country targeting.

  • Change the default location recommended by Goolge from ‘People in, searching for or viewing pages about my target location’ to, ‘people in my target location’.

This is to exclude people who are searching for and viewing pages about your target location from the countries you don’t want to reach.

  • Use country specific search terms. Examples are ‘recruitment agency fees UK’, ‘staffing consultant charges USA’, ‘nationwide recruitment agencies in usa’. By using country specific search terms, you’ll begin to have some control over the location of leads that will be generated through your website or landing pages.
  • Create different campaigns for each target country. If your company has presence in multiple countries, using one campaign for all of them isn’t the best practice.

Among other things, engagement and purchase patterns are bound to be different.

So by targeting different countries with different campaigns, you’ll be able to discover which ones deliver better ROI than the others.

You may discover that you have better competitive edge in a country different from your home base.

  1. Area Targeting

Within the country your business operates in, you already know the best locations where qualified prospects can easily come from in order to do business with you.

In the same vein, you already know the specific locations where most of your current clients come from; that is referring to their homes and offices.

Practically, Google adwords provide different options for targeting people within the country in which you are doing business.

This is another interesting scenario in which precision and intent matching makes a lot of difference.

Contrary to reaching anyone and everyone within your operating location, you’ll be attracting only qualified and interested prospects that are actively searching for your HR services

Here is one statistic that buttresses the importance of search engine traffic.

In June 2016, Search Engine Journal reported that mobile search delivers around 48% of inbound sales calls for local businesses.

Probably, you could be reading this blog post with a mobile device in your hand now. Let’s look at some of the Google adwords location targeting options for adverts within a country.

  • State/Region Targeting

Depending on geographic distances, there are lots of businesses that have the capacity to reach and serve other businesses within a state or province.

On the other hand, your own company could have the capacity to deliver recruitment services to other businesses in selected states within a region.

So it is the peculiarities of your company or business that will determine what is suitable in terms of state and regional targeting.

An example in this targeting option will be California, United States.

google adwords location targeting

You can add the name of a state you want to target in your country. Use the same form field to add multiple states within your target location.

For the purpose of split testing, I suggest you create different campaigns for each state and test against multiple states in a single campaign.

Do your research and make use of state descriptive search terms.

I bet you’ll discover some amazing facts about your market that will invalidate some assumptions.

  • City Location Targeting

For some reasons you may want to target a particular city or some selected cities within a state in your country.

And the most important consideration is the distance between your office and the majority of prospects that will see your paid search advertisements.

So in some instances, targeting every prospect within a state may not be ideal for you. In case where the majority of people clicking your ads cannot easily visit your office within a short time, the money spent generating that traffic will be wasted.

Just like the option for state mentioned above, you can create single campaign for multiple cities or different campaigns for each city.

Here is one important thing you have to note.

Some city names are just exactly the same across different states and even countries. Example is Oakland within the states of California, Florida, New Jersey, Tennessee and Maryland in United States.

google adwords location targeting guide

In this case, if you are to target the search term ‘Oakland HR consultants’, but your operating area is one state, people from the other 4 states are likely to see your ads, click them and waste the budget.

Hence, the traffic won’t convert because of commuting convenience.

You can follow the preceding tips to create your paid search campaigns for targeting different counties within selected states and cities.

  1. Postal/Zip Code Targeting 

Postal code is another great option for Google adwords location targeting. By using specific zip codes, your ads will be enabled to reach people searching for promoted products or services within the target location.

All you have to do is to type in the exact zip or postal code and Google will automatically show you more codes related to the ones you already added.

In addition to the add button, you’ll also see the estimated reach (potential number of Google search engine users) within each of the suggested location or zip code. The screenshot below shows how it looks.

You can type in the zip code for your own target location to see if it is currently available. Note that zip code targeting is not available for all countries.

Like all other options discussed earlier, you can add and exclude multiple zip codes for each campaign.

Perhaps, it is better to test than assume things. Be sure to use relevant keywords containing the name of each location that appears with each selected zip code.

Examples are ‘HR consulting firms in northern Virginia’ and ‘recruitment consultants Houston TX’.

  1. Radius Targeting

With this Google adwords location targeting option, paid search advertising gets more interesting. Let me tell you the reason why.

The distance between your office and the prospects currently in need of services you provide matters a lot.

In fact, finding and comparing the service providers within their reach are some of the key intents that drive people to use search engines in the first place.

In alignment with this fact, this infographic shows that 76% of local searches results in a phone call.

Here is another interesting fact. With organic search engine rankings, your website will be visible to almost everyone searching for the targeted keywords.

And that includes people who cannot easily pay the high price of visiting your distant office or spend long commuting hours. Radius targeting in Google adwords helps to exclude such people from clicking your ads or visiting your website.

To make use of this targeting option, here is what you do.

Click Advanced Search in the first location selection box after selecting your campaign.

Click on Radius Targeting in the other window that opens up. Enter complete location name around the office you want to bring traffic to.

google adwords location targeting strategy

And then enter the miles defining the distance between your office and prospective clients who can easily visit or drive in after seeing your adverts. Examples are 10, 20 or 50 miles from your office. See the screenshot below.

Click Search and then the red Add button. The opening map will show you how the whole thing looks between your office and surrounding locations.

You’ll also have option to add nearby locations just around the address or the map.

To test things out, try creating different campaigns for 10, 20 and 50 miles and discover which one converts more than the other. With this option you can as well use relevant search terms containing the locale names within and around your target radius.

If you use specific address, endeavor to use Google adwords location extension to make the same address visible within your paid search advertisements.

  1. Location Groups

Just like many others discussed earlier, this Google adwords location targeting option makes it possible to group and target selected locations for a particular campaign.

The only difference here is that it provides another layer for advertisers. So you can reach your prospects based on household income data for each of the location selected.

With location group targeting you can group selected countries, states or cities within a state. And then select the average household income level of people that will see your ads within those selected locations. This is for Demographic option.

See this image below for a selection of three states within USA.

google adwords location targeting tips

The household income data is being derived from Internal Revenue Service (IRS). That is for United States, you can check to see if this option is currently available for your own country.

The assumption around affordability is why location groups look appealing. But as for me, I am yet to test that.

For now, the options I use are working well for me.

In order to use My Location option to build location groups, you have to go first and create location extension feed in Google My Business Location Manager.

  1. Bulk Locations Targeting 

Within the space provided for this option, you can enter selected number of countries, states, cities, counties or postal codes per line.

The second approach is to copy and paste a list of locations you want to target for your ads.

After the entries, you click Search to confirm if the selected locations are available for targeting via this bulk approach. Make sure to enter on top, the code of the particular country to which the selected locations belong.

For example, if all the bulk locations you select belong to United Kingdom, you enter UK in the space provided above.

Besides precise location targeting, the following strategies will help you get more from your Google adwords advertising budget; but only if you put them to work. Yes I said that because having good information is half the battle.

Sure you haven’t forgotten that marketing implies a career in competition.

How To Maximize Google Adwords Advertising ROI

Keyword Segmentation

This is simply a process of grouping target keywords into different segments in order to increase click through rate, conversions and ROI. The premise is that all search terms or keywords are not equal in terms of the potential for quality lead generation and conversion rate.

While some people using certain keywords could be looking for information only, others at the end of the funnel are usually ready to make a purchase within 24 hours – 30 days.

The conversion data in our client adword accounts provides much evidence of this fact.

Besides segmenting your keywords based on the buyer journey, the other variable factors worth considering are the following.

Product/Service: If your company has different pages for each of the services you do provide, you can segment your target keywords based on those unique services.

For a whole lot of reasons, this is far better than using generalized set of search terms for your adwords campaigns.

For example, a company that provides both recruitment and training in HR services niche will have different pages for each service.

Create two separate lists of target keywords.

Add your keywords to unique ad groups, create individual ads and then link to appropriate Urls or web pages for each keyword list.

Location keyword segmentation: Location is one determinant variable that influences purchase decisions. Depending on the size of your target market, you can segment your location keywords based on country, state, city or county.

Examples of location based search terms are ‘HR training Sydney Australia’ and ‘recruitment consulting fees Liverpool’.

Long Tail/Head Search Term: Head terms are very short, usually one or two words, that describes a broad topic. In the context of search engine usage, these are mostly informational keywords; meaning that the searchers are usually looking for information only.

Keywords like laptop computer and apple computer are examples of broad head terms.

commercial intent search terms

Based on the keyword sample researched via Ubersuggest, you’ll see that a thousand persons searching for ‘apple computer’ at the same time will certainly have different needs and intents.

While some are intending to make a purchase within 24 hours – 30 days, others are merely looking for information. I am sure you don’t need a soothsayer or data scientist to tell you this. Think about search terms like ‘Apple computer history’.

Now let me ask you, if you are an Apple computer store owner would you pay to attract people searching for keywords like the example give above?

Long tail keywords on the other hand are search terms that contain three or more words in them. Think about apple computer repair Miami FL, apple laptop computer under $2000.

This same pattern of segmentation also applies in your niche. So learn to segment and test your keyword lists – long tail buyer keywords vs the rest, buyer keywords vs informational.

Optimize Your Ads To Drive Phone Calls

Paid search advertising with platforms like Google adwords remains one of the best means of generating inbound sales calls on a regular basis.

Without being told, I am sure you already know that people who commit to call after searching and finding that you have what they need are quality leads.

And in most cases, the time between ad engagement and closed sale is usually shorter in comparison to web form generated leads.

Obviously anyone, including demographically qualified leads, can fill a web form to download your ebook or white paper and forget about you. And if you don’t have a prompt lead nurturing strategy, you won’t get much value from your current website traffic volume.

This is why inbound sales calls make a great difference in conversion rate and ROI.

Use Call Extension: By integrating with Google My Business data (name, address and phone) into a centralized management system, call extension will be readily available when you are creating your campaigns. Prospects searching for your services can call directly from the ad or copy phone number in terms of desktop visibility.

Add Click To Call Button: Whether you like it or not, a percentage of visitors to your landing pages or entire website will certainly be coming from smart phones.

Make sure your website or landing page is mobile friendly, then add click to call button.

The benefits of click to call button is not just about paid search traffic, but for your entire website traffic. And if you can afford $19 – $99 per month, put a call tracking system in place.

This will help you identify which campaign, keywords and web pages are driving the highest volume of inbound sales call.

Try Google Adwords Call Only Ads: With this form of search engine marketing, qualified and interested prospects searching for your services have a single engagement option – just click to call.

In other words, there is no landing page to visit or time consuming web form to fill and wait for your unpredictable response.

Remember to use these things in combination with location targeting and keyword segmentation.

Leverage Remarketing: Regardless of the source from which you generate your website traffic, all of your visitors can be re-engaged with Google adwords remarketing campaigns or Facebook ads.

Let’s say you generate 3000 website visitors from organic search engine rankings, 2057 from social media and 1890 from paid search, all of these prospects can be brought back with remarketing advertisements.

The fact is that majority of strangers visiting your website will not convert into leads or paying customers in their first visit.

Your current experience already proves this. So I don’t need to tell you more or why it happens in most business websites.

For one of our wedding services clients, a simple strategy to retarget only the visitors from organic search engine ranking resulted in 47% increase in conversion rate. The real results are quality leads and impressive ROI.

The key thing was segmenting the remarketing list based on visitors of most valuable pages – training and planning services description.

And then use remarketing list for search ads and display remarketing to get additional conversions.

Use Sit Link Extensions: This particular Google adwords extension provides opportunity to add multiple links to different pages on your website instead of one destination page.

Among other benefits, using multiple links increases click through rate.

Because of the fact that a typical group of 100 – 1000 persons searching for recruitment agencies in your location are abound to have different intents, using this extension makes it possible to match your ads to their intents.

Below here is a sample of site link extension used by a recruitment firm in Chicago, USA.

google adwords site link extension

If your own company has specific pages for training, service fees, employers, job seekers and locations, you can use the links to these pages in a single ad, just like the one above.

Conclusion

For most offline businesses, location matters a whole lot in marketing. Find a way to leverage on the documented explosion of mobile search traffic.

And you’ll begin to see the real opportunities better than before. One thing worth noting is that a great percentage of purchases and deals that happens offline often originate online.

If you are tired of your sales pipeline being filled with low quality, non converting leads, paid search advertising is one good option you can add to your multi channel marketing strategy.

At the end, the size of your target market and revenue goals will determine how to leverage Google adwords location targeting options.

You can go by country, state, city, country, radius or postal code in combination with all the ROI maximization strategies shared above. To go beyond fallible assumptions, a small sized Google adwords budget is enough to get you started with a simple split test.

In a case where you can possibly earn $2000 – $10,000 per placement, what would a single deal worth to you? That is assuming 1% conversion rate is possible with 100 – 1000 leads.

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And if your recruitment agency website is currently generating 1000 – 10,000 visitors per month, you’ve got an edge.

With that you have real opportunity to leverage on remarketing list for search ads as well as precise location targeting.

Share your experience or challenges in the comment section. Have you tried Google adwords before?

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

Inside 100k Digital Marketing Budget

Just like me, you need constant inflow of new clients/customers every other day. And even right now. You have the capacity to serve and sell more. Unfortunately, if you focus only on the outcomes you want or things beyond your control, you continue to miss the mark.

Examples of variables outside your control – size of market demand for your product/services, target customers’ priorities, purchasing power, attention patterns etc.

People decide what they value and don’t value, as well as what they pay and don’t pay attention to.

So why 100k digital marketing budget? There are many business owners and consulting experts who have the potential to earn 10 – 100k per transaction. You know your niche market.

However, the real challenge isn’t whether or not there is demand for what you have to sell. I guess you see a proof of real demand almost on daily basis. From experience, I learnt the real challenge boils down to the following questions.

1. How many people are currently in need of your products/services, right now?

2. Among all of these people, how many of them can afford it within 1 – 30 days?

3. How will you reach, engage and convert them?

In practical terms, the way you answer these questions will always affect your sales volume in each passing day or month.

And that’s where digital marketing budget allocation comes in. NOTE: although there could be something like viable minimum in every unique market, you don’t need to have 100k before getting started.

Google Adwords: 25k

Yes, it doesn’t work for everyone, with every budget size in every niche market. but the fact remains that it really works for ‘only’ the people that do it well. With adwords, you’ll be attracting interested prospects exactly the time they are searching for your services.

Try to relate this with question #3. Compare this with posters and flyers. And then the traffic, leads and sales can start coming instantly within the duration of your campaign.

With 25k, you can spend $25 which will give you opportunity to get $100 free advert credit (coupon) on new adwords account.

Search Engine Optimization: 25k

When it comes to SEO, experienced bloggers doing adsense and professional digital marketers knows more than everyone else.

But when it comes to conversion focused business blogging, the story is different.

I had a chat recently with a flex banner printer, he told me they spent 170k on building their ‘beautiful website’. Asked how many visitors, leads and customer they get from it per day/month, and then his head went blank.

Now imagine the value of 1% (conservative) conversion rate from 100 – 1000 prospects searching for printing related services per month! Local SEO will help you attract people who are currently in need of your services and actively searching for them because they have money in hand to fulfill their need. Relate that to question #1, #2 and #3.

Spend 25k to create conversion focused content and build backlinks to increase ranking for high value buyer search terms.

Facebook Ads: 25k

In comparison to free posting on free business page on Facebook, the ratio of effectiveness is like 100:1. The things you post for free on your facebook page is never targeted at anyone.

Yes, you can get some ‘feel good’ engagement metrics but it often makes no difference. You need real sales, not vanity metrics.

Spend 5k to create pain point and value proposition based images. And then the rest of paid adverts targeting prospects based on their gender, age, location, industry, job title, interest, marital status and a whole lot of others. Make sure to start with 5k split testing to validate or invalidate some of your assumption around audience, copy, pricing etc.

Retargeting: 25k

Don’t assume that everyone in your target market is currently in need of your products/services and can afford it when you want (now).

But as for those who have shown interest, here is what you should do. Put multiple touch points in your strategy before the sales will start rolling in. That way you’ll be building up brand trust level needed to make great sales happen.

Learn to leverage on content> lead magnet> automation>. Understand that lead magnet is not about free ebook for learning only.

For example, real estate agency can compile a monthly updated list of available rental properties within some unique categories, location segments and price range.

So that prospects won’t have to move from one location to the other or browse page after page to find what they need – ‘now’.

Make sure to implement click to call button in your website to engage and attract people visiting from mobile smart phones.

With paid marketing, you don’t have to depend 100% on the reach and effectiveness of your personal efforts. We all know there is a limit to how many hour you can work in each passing day.

Now you can leverage of on technology, content and data to go beyond the limit of your current capabilities.

As noted earlier, insufficient digital marketing budget isn’t your only limitation. This means that you don’t need to have 100k exploring the demand in your target market.

Go take some actions today and learn something new, not from talks and mindless content consumption, but from your own execution experience. If nothing else, take this question away: how have you used your brain today?

Creative production tool or consumer storage device?
#Make Some Dots Connected. Today.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.