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I did too.
Until I finally cracked the AdWords code, after years of trying.
Even if you've failed at AdWords before, you'll be shocked to find out how inexpensively (and simply!) you can advertise here and see a positive ROI.
Without an agency or a huge budget.
In this month's webinar, you'll learn:
Plus, plenty of time for Q&A, so come with questions, so sign up today!
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And so we're going to take a look at Google Adwords, specifically for small business. Now, I cannot tell y'all how unusual it is for someone to be focusing on Google Adwords for small business. Really, those topics don't exist because most people will tell you it's too expensive for small business, but what we are going to do be doing is ignoring 80% of what Google offers in Adwords and focusing on the 20% of what they offer that works for small business.
Now, I recommend this approach in the Facebook 103 class as well. I want to show y'all this. In Facebook 103, one of the lessons is the 80/20 Rule of Facebook Advertising, and here, I got into, if you go through to this lesson, the four things that are the 80/20 rule for Facebook advertising. This is great for Facebook. Do not think these rules apply to Google Ads because they're totally different, and that's what we're going to be going over today is what is that 80/20.
It's going to be very confusing when you go in to do your own ad, but if you focus on what I'm telling you, the options to use in Google, you can ignore all the other stuff.
So, let's go ahead and take a look at the types of Google ads. Now, Google has a lot of different ad products, but for small businesses, there's really two types of ads that are going to be the easiest and the most affordable to use, and those are search ads and display ads.
Now there are also something called shopping ads, and Robin, this is something that your marketing agency has talked about doing with you before. It requires integrating with Magento, your shopping cart, and so it's not one of the easier things to do. So it's not something I'm going to be focusing on today, but that might be something that you want to talk to them about, but for today, we're focusing on search and display.
Now, what are the differences? Well, a search ad is the result that you get from doing a Google search. For example, if I'm on Google, and I search for social media training, the first four results I see at the top of the page are ads, and Google is very good about being transparent about that. It's showing you that this is an ad, and that differs from display ads. Display ads are image ads that you see online, not when you're searching, but when you're browsing.
So here is a display ad for social media online classes. Notice here that it has an image and text whereas a search ad is just text. That's it. So, that's the main difference.
Now, which should you use? Well, here's my recommendation. If at all possible, I recommend that you use a search ad. Now, why is that? Because a Google search ad gives people the right answer when they're looking for it. It's immediate answers to the solutions that they're looking for right now, and there is simply no substitute for that. It's the best possible opportunity you are ever going to have. It's the most relevant to people's needs. That's the upside. The downside is that they are the most expensive of the two ad types.
So, if search ads is my number one recommendation, but if your keywords are too expensive like they are for me, then you can use display ads. Now, this is what a display ad looks like, and it appears when you're browsing online, and that's the key. You're not appearing when people are searching for a solution, you're appearing when they're surfing on the web, and I'm going to give you an example of this.
I am buying something to create a sketchbook, and it's a pretty expensive punch, and I was looking very late at night one night for what my options were, and then I was on Facebook, and literally, this was like 1 a.m. I'm on my phone, and I see an ad. Somebody has re-targeted me because I was on their website, and they're re-targeting me while I'm browsing. So I wasn't necessarily ... Their ad didn't come up in search, but because I had been on their website, they were re-targeting me with a display ad.
The best thing about display ads is they're less expensive. However, they are not as effective. I just have to be candid with y'all. But, I'm going to show y'all how I use them, and I've been quite happy.All right, so let's built some ads. We're going to built a search ad. We're going to build a display ad, but first I want to show you the ads that our members have run, the ads that I've run so that you can get an expectation of what it is we're actually going to be building.