1. Set up exclusive offers 

2. Use email marketing 

3. Update old web content 

4. Use PPC ads or Google Ads

5. Optimize your website for mobile devices

6. Invest in SEO services

7. Live-stream videos

8. Create short-form videos

9. Partner up with an influencer 

10. Use local search marketing (Google My Business) 

11. Integrate social media to your website

12. Use Google Analytics to track web visits & other data

13. Create a landing page 

14. Retarget your ads

15. Chop up long-form content into short-term content

16. Update or upgrade plugins & software 

17. Set up holiday calendar for the rest of the year

18. Send out digital coupons

19. Network with your local community or journalists 

20. Reshare popular posts 

21. Build a company blog 

22. Start a company podcast 

23. Highlight good reviews 

24. Create branded icons for your website 

25. Send out a quality service survey 

Need help starting these strategies? Call 248.528.3600

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1. Image Extensions 

The consumer visual experience when browsing products and services online has become more critical as time passes. Image extensions help create a more visually appealing search ad that will draw in your target market. Image extensions appear on both desktop and mobile devices while enhancing the relevance of your search ad by including images of your business’s products or services in the ad. Image assets for these extensions perform best when they are closely relevant to queries within the ad group or campaign. They should convey useful information to your potential client and match the experience they will find on your landing page. Google has other requirements in terms of content and quality that need to be followed to make sure you campaign is successful. If you are struggling with extension or ad creation search for a digital marketing agency that can help you with google ads. 

2. Structured Snippets

Structured snippets extensions list specific aspects of your product or service. This extension has a predefined “header” for values. You do not need landing pages for each product or service because they do not link to your website. This good for businesses that do not have a complete website yet, but still want to get the word out about their product or service. Each snippets extension has a “heading” such as:

• Amenities
• Brands
• Destinations
• Degree programs
• Courses
• Featured hotels
• Insurance coverage
• Neighborhoods
• Service catalogs
• Models
• Show
• Styles
• Types

After selecting the header, enter the values such as “free Shipping” for amenities or any unique features your product or service has that your competition may not. This ad extension can add value by giving your potential client more information and differentiating your ad from competitors who are not using this extension.

3. Price Extensions 

Price extensions are a great alternative for businesses that do not have product feeds or is a service-based company. They can instead showcase products and services with price points. This extension presents themselves in search results below the main ad text which can lead to attracting greater attention to the ad as well as a curiosity to dive deeper into the content of your business’s website. You have a minimum of three and up to eight items, or cards, that can be added per price extension. A potential client can then scroll through and click on items individually to view. Like the structured snippets, Google has predefined types of price extensions:

• Brands
• Events
• Locations
• Neighborhoods
• Product categories
• Product tiers
• Service categories
• Service tiers
• Services

Each card has a header and description of 25 characters each, appearing above and below the price. This is important for business that do not have one set price point. A price qualifier can be added such as “from”, “up to”, and “average.” Price extensions can be added to the account, campaign, or ad group level. Note that adding to the ad group level is a great place for more detailed items to be tailored to a subgroup for example: “European cars” vs. “German cars.” These ad extensions can also be scheduled for a start and end date, along with custom hourly scheduling. This is ideal for seasonal or holiday promotions. 

4. Call Extensions 

Call extensions serve a phone number with your ads that is redirected to your official phone number. Since mobile is the primary device for search, you want to connect potential clients directly with your sales or customer service team by phone call. Use the PPC platform forwarding numbers. They will show your call information, call conversions, and valuable search data on how people are finding your business’s phone number. Note that a phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call. Also, the number of seconds should be defined based on each business’s unique phone behavior for closing callers. If phone call lengths are below this threshold too frequently, or many calls are missed, it’s a good time to review optimization ideas:

• Are too many “wrong” numbers coming through? 

This could be due to the ad being triggered by different business names or competitors based on keywords. Check search queries and ask phone repetitives what they have been hearing from callers. These keywords can be used as negative keywords.

• Too many missed calls? 

Ensure the ad is scheduled during business hours only when someone is available to answer that call. That could mean not running ads during the holiday shutdowns, for example.

• Calls from physical locations not serviced by your business. 

Adjust geotargeting to be more accurate. Also use this instant as an opportunity to learn more about these callers and the current market demand around your product, service, or industry. 

Let us help you with your Google Ads.  Call 248.528.3600.

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Given that billions of people are practically living on the Internet, businesses can no longer afford to overlook online marketing, affectionetly known these days as Digital Marketing.

Why is Digital Marketing Important?

1. It provides increased visibility. 2. It drives qualified traffic to your website. 3. It helps level the competitive field. 4. It helps generate sales revenue. 5. Its cost-effective compared to print.

What is AdWords?

Google AdWords is an online advertising service paid business model designed by Google. It allows marketers/advertisers to bid on specific keywords so that their clickable ads can appear in front of the organic Google’s search results. AdWords lets you set an advertising budget for your online marketing efforts, and you only have to pay when people click on your ads.

Is SEO better than AdWords? 

When it comes to online marketing, both SEO and Google AdWords are critical tools for creating effective digital marketing campaigns. Both have unique advantages and disadvantages. SEO (Search Engine Optimization) is free, whereas Google AdWords requires you to pay-per-click to get traffic.  The biggest advantage of AdWords is that it can help generate quality tangible results much faster than SEO.

Both SEO and AdWords are essential for devising and implementing a successful digital marketing strategy. Since both target web traffic in their own unique ways, you must leverage both to ensure long-term success.  

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1. Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)
2. Ads in the top position have been observed to get 10 times as many clicks as side-position ads. (Practical Ecommerce)
3. If there is no right-hand column, almost half of people (45.5%) can’t tell the difference between organic and paid search results. (SEO Book)

*Miller Media is a Google AdWords Certified Partner and has been a Michigan based Google advertising professional company since 2005.
Want a few more reasons: ADWORDS Fast Facts

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1. Measurable results.  Period.

2. PPC (Search advertising) reaches people when they are looking for you.

3. Display advertising with Google gets your message and brand out to your target audience at a very good price.

4. Geographic targeting in Google can keep your costs low.

5. The new retargeting features in Google AdWords allows you to continue to reach anyone that has shown an interest in your business, long after they have left your site.

6. If you do it right, it typically generates a high ROI.

7. If you do it right, it provides outstanding data for other marketing, such as SEO.

8. Your competitors are probably not doing it right.

Search marketing has revolutionized lead generation. Pay Per Click (PPC) management can quickly deliver more leads, more traffic, more sales, greater ROI and lower acquisition costs.

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The term Search Engine Marketing (SEM) includes Search Engine Optimization (SEO) and paid search (PPC) Pay Per Click management.  In addition, these strategies should be always be considered together for best results.

Many of our clients ask which strategy they should pursue, PPC or SEO? What is the best way to get relevant visitors to click to their website?. The answer is to aggressively pursue both strategies, if you are interested in the greatest return on your investment. The SEO traffic is great when you can get it, but you can’t control the Search Engines. Our recommendation is to always supplement your visibility with a professionally managed paid search marketing campaign.

There are some great benefits of SEO and PPC together, including:

• Share the keyword data. Information from your PPC campaigns can help you identify your best converting keywords which can be applied to your overall strategy.
• Converting phrases from PPC may also convert well for your SEO campaign.

If you do run PPC and SEO programs together, monitor them closely to assure positive results from both. Using both programs can enable you to share data between campaigns making both more effective.

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Search marketing has revolutionized lead generation.  Pay Per Click (PPC) management can quickly deliver more leads, more traffic, more sales, greater ROI and lower acquisition costs.  Learn More: Google Search from Miller Media

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