Google Adwords Express and Adwords

Did you know that there are two versions of Google’s advertising platform Adwords? There’s full blown Google Adwords and Google Express. They are both really similar but Adwords Express is designed to make it easy for you to set up your ads. Managing your ads easy is because you don’t have to – it’s all automated.

If you don’t have a website then Google Adwords Express is the way to go as it allows you to advertise your Google+ page on Google and Google Maps. It might also be the right solution if you have a small budget, want to spread a wide and targeted net and you don’t have a clue about (or don’t want to learn how) to manage your bids. But beware, with Express Google decides the keywords your ads show up for and you have no insight into how much bids cost.

Benefits of Adwords:

  • Pay when someone clicks on your ad
  • Full control in choosing keywords, bidding on those keywords, and how your account is structured
  • Targeted by geography – can reach people anywhere
  • Access different ad formats and reports on Google, Google Maps, and partner sites.

Benefits of Adwords Express:

  • Pay when someone clicks on your ad
  • No control in choosing keywords, bidding on those keywords or how your account is structured
  • Advertise on Google, Google Maps, and partner sites.
  • You can reach people anywhere

If you want full control over the search words your ads appear for, or if you want to manage how much you bid for those keywords then Adwords is the best option.

Adwords Express is a way to test the waters and to find out how Google’s advertising platform works but if you are serious about advertising on Google, full blown Adwords is the only way to go. Adwords can be quite complex but it’s easy to learn yourself if you have time to dedicate to it, if not consider outsourcing (hint – we do that!).

Switching From Express to Adwords

When you are setting up a new advertising account Google really wants you to set up an Express account so it is easy to set up Express accidentally. If you started out with Express and now want to move to the full blown Adwords to take advantage of full functionality, the best way to switch from Adwords Express to Adwords is by calling Google support.  Here’s a link that will help you with that.

If you set up Adwords Express by mistake you can cancel the account by clicking on the Settings Cog at the top right of your screen after login then clicking on preferences in the left hand sidebar and scrolling down to the bottom of the page where you will see the ‘Account Cancellation’ option. However if you do this then try to set up a fill blown Adwords account using the same email address you might not be able to. Best to call support!

Using Adwords Express and Adwords Together

Using both of these at the same time is not recommended, there are no benefits from doing so and it will make it more complicated to keep track of everything and to manage your campaigns.

 

 

 

 

Google Analytics Set Up

This is an update of a post about Google Analytics that was originally published in 2009. To see the original, click here.

Google Analytics is the best way to track traffic to your website. It will tell you where in the world your visitors are from, the route they take to your site, how long they stay, whether they convert and much, much more. Analytics is free to install so if you haven’t already done so, what are you waiting for:

Google Analytics - Set Up

1. First of all you will need a Google account. If you are using gmail you can use those login details and if not, sign up for an account then proceed to check in with Google – click on the sign up button to get started.

2. Choose the ‘Website’ option.

3. Enter your Account Name. URL, timezones, industry category and click the applicable data sharing terms then click on the blue Get Tracking ID icon. Accept the terms for your location (using the drop down).

4. You will be taken to the tracking instructions. There are 3 ways to make sure Google knows to track your site.

  • You can copy and paste the website tracking code into each page on your website
  • or use the code to create a php file and add a little code to your template
  • or you can use Google Tag Manager.

The way we prefer is to insert the code into the header section of your site in the <head> section before the <body> tag.

Once you have it set up and its been tracking traffic for a few days, you will find all kinds of valuable information that will enable you to improve your SEO,  your online marketing efforts and make educated decisions:

Your traffic: where it comes from (both geographically and from other sites), how often people visit, how long they stay and which pages they visit and more;

Your content: which pages they land on and where they go from there, which content drives the most traffic etc (or the least);

Your goals: track your online marketing goals including conversion rates, funnels and Adwords campaigns.

Tips

  • Filter out visits from you or your employees as they can skew your results.
  • Set goals – Analytics allows you to set goals pertaining to your traffic. You should use these to track success.
  • One of the things I like best about Analytics is the ability to view data in different ways – remember to use these capabilities to view graphical representations of your data.

Having problems installing Google Analytics or no time to do so? Just let us know. This is just one of the many services we provide.

Reasons To Be Cheerful October 2016

A-maze-ing Laughter - Yue Minjun - Sculpture

A-maze-ing Laughter – Yue Minjun – Sculpture

For those of you who have been longstanding followers of this blog, you will likely remember our Reasons to Be Cheerful posts. It has been over three years since our last one. It’s not that we’re not cheerful it’s just that we’ve been kind of busy growing.

The whole point of the reasons to be cheerful posts is to share websites, tools, apps, blogs and other cool stuff we use or have discovered lately. After 3 years, we have quite a long list but we won’t dump them all on you at once!

Canva

We use Canva regularly, and have done for ages, to create images on the fly. You can upload your own photos and images or access the Canva repository images (they don’t cost much usually $1), add great graphics and text and best of all Canva has preloaded templates for social media, Facebook posts, blog graphics and more. This is a must have in any marketer’s toolbox.

Designrr

Every small business owner wants to write a book right? Or at the very least an ebook. Often the content and design are the only things holding us back. Designrr is a great tool that make this happen. You simply grab a URL (i.e. a blog article you have written), choose a template, tweak, tune and publish.

MentionMapp

MentionMapp makes discovering Twitter’s gems easy. It visually displays people, places, events and conversations so you can see the connections, track conversations, hashtags and trending topics all in one view.

Barracuda

Find out if your website has been impacted by Google’s algorithm changes using this Penguin Tool.

Twitter Analytics

Most Twitter users don’t know this exists! If you are using Twitter for your small business it is important to track your top tweets, impressions, mentions and followers. Twitter analytics is a great tool to let you do so.

Wishpond

If you are looking for a marketing platform that is affordable, easy to use and has all the bells and whistles you need to manage campaigns across multiple platforms, Wishpond is the one. Its a great alternative to Infusionsoft at a much lower price point. Use it to build landing pages, manage social promotions, website popups, online forms, lead activity tracking, lead management, lead intelligence, marketing automation, email marketing and measure success with marketing analytics.

Square

If you want to accept credit card payments for your small business then Square is great. It’s easy to set up an account, they send you a dongle that you attach to your phone or device to accept payment (or you can do this manually too). You link Square to your bank accounts and you’re ready to go. Even better, it’s much more cost effective than traditional tools since there’s no monthly fee and the percentage they take is smaller.

Starbucks App

We all need caffeine to get us through the long days as entrepreneurs right? The Starbucks apps is not new but using it to order your coffee and pick up without waiting in the queue is. It’s particularly useful at conferences when you have a short break and long wait for your latte. I really shouldn’t be sharing this one….

Personal Brand – Use Social Media To Build Yours

Thanks to the internet and social media there has never been a better time to build your personal brand. There’s over  1.7 billion people on Facebook (and counting), 450+ million on LinkedIn and personal branding and social media reach300 hours of video being uploaded to YouTube every minute, just to name a few social networking tools you can use to connect, reach, influence and lead.

Ten years ago if you wanted to be seen as a thought leader in your industry you had to get out there and network one on one, you had to write a book, do lots of speaking engagements, you had to interact face to face. I am not saying that these techniques are obsolete, face to face is still important but now, thanks to the internet and new technologies, we can do all of these things and more from the comfort of our office (or car, or home – practically anywhere you have a device and a connection!).

Networking is key to building your brand and proper use of social media makes this easy. There are thousands of different social networks you can’t use all of them effectively so choose the ones that are most likely to help you reach your intended audience.

Using Social Media To Build Your Personal Brand

Two important tools that you should consider are blogging and LinkedIn.

Blogging to Build Your Personal Brand

When it comes to using blogs to influence and share your knowledge you have 3 options:

  1. Create your own blog. This is a great long term investment and a fantastic way to showcase your knowledge. It’s easy to set up (use WordPress) but takes longer to build your following.
  2. Comment on other blogs – this is a great way to introduce yourself to industry influencers and to add value.
  3. Guest blog – writing guest blog articles gives you the biggest bang for your buck in the short term. There are blogs in your industry that already have thousands of readers and they’re looking for content. Write for them.

LinkedIn For Personal Branding

LinkedIn isn’t simply tool for jobseekers it’s a professional network where people showcase their career experience and knowledge. It is the perfect forum for to build a strong reputation. Make sure your profile showcases your knowledge and expertise (what it is that you are a thought leader in should be highlighted in your profile and summary), connect with the right people (450m of them – that means a lot of influencers in your industry and, even more interestingly, a network of 450 million people you could potentially influence.

Key Points to Remember When Using Social Networks to Build Your Brand

Connections – it is important to connect with the right people – the influencers in your industry and the people you want to influence, but connections are just the start. Focus on enhancing those relationships and taking your connections to the next level through regular interactions. Build relationships rather than collect connections.

Content – share content that is related to your area of expertise and add your own perspective in the post. The more content you share, the more people will notice, the more you will be perceived as a thought leader in your industry.

Consistency – this is key. Don’t start a blog then neglect it. If I land on your blog and it hasn’t been updated in ages what does that tell me about you? Same goes for LinkedIn. To get the most out of these forums you have to be active consistently.

Related Articles:

Social Leadership – What It Means to Me

Learn About Social Media and Online Marketing Tactics at Small Business BC

Join Mhairi at Small Business BC or from the comfort of your office and learn about the basics of social media as we share our tips and tactics for success.

Seminar Date

Friday,  September 23rd, 2016 – 1:00pm to 4.30pm

Social Media and On-line Marketing Tactics

Just because you know what social media is, does not mean that you necessarily understand how to use it to grow and develop your business. This workshop focuses on understanding social media, what is it and how it’s connecting people.

Learning Objectives:

  • Learn how/if social media should be an important part of your marketing strategy.
  • Understand what opportunities are available for you to leverage social media for business growth and prospecting.

This seminar is hosted at Small Business BC in Vancouver and delivered to other locations via live webinar. All webinar participants will also receive access to a recording for seven days after the live session.

Register to attend at:

SMALL BUSINESS BC

BY WEBINAR – YOUR HOME OR OFFICE