Stop the Lame & Mundane Digital Ads

Stand Out In a Crowd of Ads with AdWords & Facebook Ads

Stop The Lame & Mundane Ads Now

It’s time to step your Google AdWords & Facebook Ads game up.  

Let’s face it, the internet is a noisy place, right?  You know it, I know it..everyone knows it.   A simple Google search will show you exactly what I mean.

Boring Google AdsLet’s work with an example.  If I search life insurance on Google I get four ads at the top of the Google Search Results Page.  If you look at the image you will note that the ads are all very similar in nature.  If you’re anything like me you would likely pick one at random from the four unless you are already familiar with one of those companies.

The first company, Amica, is spending approximately $333,000 a month on Google AdWords.  Global Life is spending over half a million a month.  Select Quote is spending almost $885,000 a month and AAA rounds out the top 4 spending $408,000 per month.  There are a few flags right away for Global Life and Select Quote but we’ll get to that on another blog post.

There really is nothing that makes any of these ads stand out.  Life Insurance might seem like a dry topic that has little room to be creative because of compliance.  However you can be creative while staying in the compliance guidelines.  Take a look.

Just a real quick creative for AdWords and Life Insurance.

You’re Not Dying Are You?
Life Insurance Isn’t Just About
Death. College, DI & LTC Planning

The ad meets compliance for most life insurance companies but would definitely stand out in the crowd of boring ads from the top advertisers on Google.

It’s really not too hard to be creative even with the character limits of an AdWords ad.

On Facebook you can be even more creative.  I am part owner of a startup in the golf industry and we ran a few ads on Google and on Facebook.  On Facebook the ad can include an image so long as the image is not more than 20% text.  No problem.

We created an all black image with a golf club and ball.  There were two different statements that we used for this set of ads. The first was “We’ve Got The Balls To Change The Game” and the other said “This Isn’t Your Father’s Golf Game”.  Both ads went over very well and drove traffic better than any other ads we ran on any platform.

In both scenarios the status quo of the digital advertising industry was challenged by being creative and bold in our ad text.  These are just a few examples of what are possible.  I will add this little caveat.  Not everyone will like these ads but for those that do your conversion rate will certainly be higher.  Not everyone likes the boring ads in the life insurance ad results either.  Either way you will have some that disagree with your methods so why not use the one that will work to your advantage? Why not use the ad copy that gets you more traffic and conversions?

Challenging the status quo of advertising is nothing new in the advertising world but it is relatively new in the digital advertising world.  The idea of using an all black ad was first used by Smartfood Popcorn.  Many people told them no one would buy a bag of popcorn if it was all black.  Man, were those people wrong.

If AdWords or Facebook Ads didn’t work for you in the past it might be time to revisit and do things a little differently.  Buck the trend.  Be Bold.

4 Free Tools to Help You Stop Wasting Money on Google AdWords Spend

4 Free Tools to Help You Stop Wasting Money on Google AdWords Spend

classic ad vs google adwordsNot sure where to start with your Google AdWords Campaign? 

You might be surprised to learn that the answer might be right under your nose.  If you’re like any good business owner there’s a good chance that you do pay some attention to what your competition is doing.  Why not apply that same thought process to setting up your Google AdWords campaign?

I am not suggesting that you give your competitor a call and ask them how they set up their Ad campaign, how much they’re bidding on keywords or what their monthly ad spend is.  Even if they are friendly competitors they’re probably not likely to share their successes.

There is a way for you to research what your competition is doing on Google AdWords, for free.  Using tools that are easily accessible and available to everyone you can determine what keywords your competition is using, what they are spending for those keywords and what they are spending per month.

4 Tools to Get You Started on Google AdWords

  • Spyfu-is a great tool to use to determine what your competitors are doing within organic search and within their Google AdWords For AdWords you can see up to 5 keyword phrases, the monthly spend and what your competitor is spending on cost per click without spending any of your own money.  If you want more information you’ll have to pay for a subscription.Spyfu offers plenty of other resources to help with your Google Dominance including organic results, backlink checker and tons of research tools.  They are all available for free with limitations.
  • Google Keyword Planner-When planning for Google why not use a FREE Google tool? The Google Keyword Planner allows you to search for keywords that are relevant to your competitor’s website.  All you have to do is enter their website URL.This is great for several reasons.  First you can see the number of searches particular keywords get monthly.  The number is based on a 12 month average but it helps to determine whether or not you should spend money on a keyword phrase.

    You can also search for specific keyword phrases within very specific locations..down to the zip code.  This allows you to see how many people within a certain area are searching for something, and how often.

    Google adds a suggested bid to the keyword research but in most cases you won’t have to spend the suggested amount if things are set up properly.

  • Google Analytics-There’s a saying in the digital advertising world that goes something like this. “Don’t spend money on an ad until you know it works”.  So now you’re probably wondering how I do that.  Well one way is to use Google Analytics to determine what people are coming to your site for organically.  On this site people show a lot of interest in Instagram for Business so given that piece of information I might run an ad on Google letting people know they can use Instagram to grow their business, or advertising on Instagram.
  • Libby_McNeill_&_Libby_Corned_Beef_1898Google Trends-You can use Google Trends to check trending traffic for keyword phrases. This is useful if you’re in a seasonal business or if you believe an offering you have may become more and more relevant.You can also see in what parts of the world the keyword phrase is trending most, and related keyword phrases and performance.  You might find that a related keyword phrase is a better alternative than the one you first thought.

    Using my example above of Instagram for Business I can see that the phrase is trending up over the last few months and years (duh).  But I can also see where in the world it is the most popular, and what phrases are relevant to Instagram for Business.

Being a Connecticut based business most of my AdWords Clients are in Connecticut, and in most cases they are local businesses.  Research is a critical component to setting up an Ad on any platform or your ad budget can be blown to pieces very quickly.  Wasted ad spend is probably one of the biggest reasons you can easily get discouraged from using AdWords on a consistent basis.  Using the 4 tools above you can get started with the right keywords and budget while being at peace with your choices if you do things correctly.

Don’t just set it and forget it though.  Make sure you’re checking back almost daily to make sure your results are what you’re expecting.  There are other aspects of your campaign that you need to keep an eye on, or you will waste ad spend.