Month 2 Tasks Overview:
- Optimize Google AdWords & Extensions
- Blog post & send first email newsletter
Google AdWords Optimization
Now that you have Google AdWords running and Goal Tracking completed so we can measure the results of your marketing efforts, it's time to optimize your Google AdWords campaign and apply the necessary extensions to enhance it further.
Some people ask me once your campaign is setup with Google can't we just leave it?
Why do we need to have an ongoing strategy and management of our AdWords Campaign.
- When you setup your campaign there's a list of keywords that we add to the account to display your ads. It's impossible to know which keywords are going to be the most effective for your company specifically. Of course, there's primary and secondary keywords that we start out with or can assume would work best. Although, it's not until we see data from Google Analytics that we can take action on improving the performance of the campaign.
- Google AdWords is continually evolving and adding new features. It's important to have someone managing your ads to seize opportunities and keep up to date with the latest technologies.
How Do We Perform Google AdWords Optimization
- Negative keywords: as we monitor the keywords clicked we want to be as efficient as possible with the money spent on your advertising. There are keywords that sometimes bring up your ads that we don't want to bring up your advertising. For example if you are selling a service where you build and install canopies over people's decks in their backyard and someone searches "Truck canopy". This is an example of a keyword we don't want to show up for. We would then add "truck" to the negative keywords so that the ads don't show up for these keywords. These are called Negative keywords.
- Adding Keywords: Google makes suggestions about which keywords would be appropriate as the campaign receives more data. Someone needs to view these keywords and add them into specific AdGroups and organize the keywords where appropriate.
- Removing Keywords: Keywords that aren't converting into business and costing lots of money are a simple example of keywords you should pause or remove from your campaign. You can get this data from some of the advanced tools in AdWords if you have those configured such as Average Time on Site and Bounce Rate.
- Ad Copy Changes: AdWords shows you how many impressions and clicks each ad gets to see which ones are most effective. Pause, remove or create new ads.
Setting Up AdWords Extensions
AdWords extensions are enhancements you can do to your AdWords campaign that help you display your ads differently. I'll briefly describe some of the common extensions here that we use which would be an excellent task to complete as part of this months strategy.
This extension will add your phone number right into Google AdWords ad directly in Google search results. This means a visitor doing a Google search on their mobile phone could actually click on your phone number and call you directly without having to visit your website. Learn more about the Call Extension here: https://support.google.com/adwords/answer/2453991?hl=en
If you connect your Google My Business page with your Google AdWords account your ads can show up in Google Maps and in Google My Business locations with your business listing displaying an icon on the map directly. This is a powerful tool for local people searching to find businesses close by. Often this extension is done in later months if your Google My Business is not verified yet. We'll come back to this later so not to worry if this is confusing. If you want to skip ahead you can learn more about the location extension here: https://support.google.com/adwords/answer/2404182?hl=en
These are highlighted words that are displayed right below your ads on Google search. Callouts are limited to 25 characters. 2 to 6 Callouts are shown in your ads to enhance the clickthrough rate and display special offers or unique selling propositions to your customers. It's best to pick descriptive reasons why you over your competitors. For example "Free shipping", "30 yrs exp", "Certified", etc. More about Callouts here: https://support.google.com/adwords/answer/7506719?hl=en&visit_id=1-636487376854381830-1386164760&rd=1
Your Marketing Tasks
Ok, now for your marketing tasks. This month we will be writing a blog post and sending off our first newsletter. You excited!?
Firstly, I'd like to cover some items here about how your content will roll out now and in the future.
Update Your Blog
Think of your blog as the hub for your marketing. When you have something to say, you are going to update your blog first. At the moment, let's commit to one blog post a month. Once you've completed this 6 month program you can upgrade to more posts in the future. Don't over think or over commit.
Based on which type of website you are using updating your website will be slightly different.
- How to Update Your WordPress Blog < Post coming soon
- How to Update Your Joomla Blog < Post coming soon
Once you have your blog post completed and posted the next step we have for this month is to send it out to all your loyal followers via MailChimp.
Send First Email Newsletter
The plan here is to take a snippet of text from your blog post and the image used and input it into the newsletter to be sent. There's already a simple template designed in the account which we'll show you where to find it by going through the steps below.
Login to MailChimp with your username and password here: https://mailchimp.com/ (click the login button)
Once logged in you'll notice the main menu navigation in the top left corner. Press the "Campaigns" button. This brings up the list of campaigns that you are working on, their status and after you've sent some emails there will be stats displayed here on open rates and clicks.
Press the "Create Campaign" button in the top right. Next, click on "Create an Email".
Follow along with the prompts and be careful to read each item. Make sure that "Regular" is highlighted at the top. We are going to keep this first newsletter simple. Input your Campaign Name (this is the internal title for your campaign and isn't the Subject Line yet that shows in the email.)
Next it displays "Who are you sending to?". Select your list that this email will be sent to and then select "Entire list" and press the "Next button" in the bottom right of the browser.
Campaign Info is displayed in the top left of the page. Fill out the "Email subject" field. This will show up as the email subject normally does for an email ;). Preview text is the snippet of text that you see after the subject line before you click on an email to view the whole thing. It's nice to put something enticing in here so that it improves the open rate of your email. From name and email is fairly straightforward and should be both yours or your company name and email. In my opinion, your name instead of company name gets opened more often but this is personal preference to how you'd like it setup. Press Next once complete.
Once you're at the "Select a template" screen you'll want to click on the top tab titled "Saved templates". In here there should be a template that we've created from last months tasks. Click on the template you'd like here and this will take you to design the content and imagery for the email.
Click on the body text within the email itself or the "edit" icon. This will allow you to update the content. This is where we are going to input your latest blog post title and snippet of text that you just updated on your blog. You don't need to input the whole blog post within the email. If it's too long people won't commit to reading it. Although, if the blurb of text is engaging enough they will click a link to read more on your website. Remember, the strategy here is to get people to visit your website for the full version of your blog post.
Once you've input the title and replaced the text for your blog post let's add the feature image. Input the image just below the title of the blog post. Click the image icon to select an image to upload. Select your blog post feature image and upload it. Once uploaded you'll want to resize the image to a max width of 600px. This is the max width of the basic template and anything that size should format correctly to be easily viewed on all devices. I usually also suggest to link the image itself back to the blog post directly. I'd also recommend adding a "Read more" button and linking that to your blog post directly also. In the link option there's an "Advanced opotions" button that allows you to select" Open in a new window". This makes it so that when the user clicks on the link a new window opens up on their computer or mobile device.
Once you are happy with your email and you are ready to send it's highly recommended to send a test email to yourself first to proof read how it all looks and click all the links to make sure they all go to the right location. Click on the "Preview and Test" button in the top navigation bar and select "Send a test email". Now fill out your email and press "Sent Test".
Now that you've previewed and tested all the links in your email, now you are ready to send your email or schedule it to be sent at a specific time or date. As long as all the checkboxes are green along the campaign dashboard you'll see a "Send" icon in the bottom right. There's also a button titled "Schedule". Press whichever one you are looking to do next to send off your email.
There you go! Excellent work on sending out your first email newsletter.
>>> Now onto Month 3 (COMING SOON)