The Best Way to Generate Quality Leads
What would it feel like to have a consistent stream of perfect leads? A fresh supply of your ideal prospects, all warmed up and ready for conversion?
This isn’t a pipe dream. It’s the daily reality for market dominators and leading players. And it can be yours once you learn how to consistently generate quality leads.
Step One: Create SMART Goals
Effective generation of quality leads isn’t haphazard. Your approach to it should be Specific, Measurable, Attainable, Relevant or Realistic, and Timely or SMART.
- Specific Objectives. What’s your concrete mission? Is it to get website conversions, book appointments, or generate leads that earn you revenue? Are you targeting your entire potential customer base or only a specific demographic?
- How will you measure, track, and analyze your results? Pick out the metrics and KPIs that matter. Include staple metrics like click through rate, conversion rate, time to conversion, and return on investment.
Also consider more informative ones like customer lifetime value, conversion rate per channel, and revenue attribution markers.
- Attainable, Achievable, and Actionable. Are you capable of pulling this off? Lead gen takes skill, savvy, and resources. Are you basing your goal on something realistic or are you working off false expectations set by marketing influencers?
- Relevant or Realistic. Make sure your goals are grounded in reality. Analyze whether or not your lead gen expectations are congruent with the market, economy, and business climate, along with your resources, capabilities, and offer.
- What’s your timeframe for this? If you want to generate leads for a time-related goal or event, then you already have a firm deadline.
Otherwise, you may want to break your efforts down into monthly and weekly sprints. Create time-bound goals with built-in periods for reflection and analysis.
Step Two: Identify and Understand Your Target
Pinpoint exactly who you need to generate leads from. This can be pretty simple when you have only one buyer and product user to think about.
But sometimes there are multiple buyers or when one person is making the buying decision on behalf of someone else.
Identify the buyers and decision makers you need to convert. Then begin to profile their behavior to find your most effective entry point.
- What channels are they most active on?
- Which of these channels do they talk about things relevant to your product?
- Which of those channels are most appropriate for your offer?
- How do they talk about the pain points and interests related to your offer? Note the specific terms, complaints, phrases, and sentiments.
Add this behavioral insight to your market research and target demographic information. It will help you create action-oriented, tactical buyer personas which in turn generates quality leads.
Step Three: Develop Qualification Filters
Lead qualification makes sure you convert real buyers who fit the profile of your ideal customer. This might be the most critical step.
You don’t want to generate a mass quantity of generic leads or even buyers. Introducing lead qualification conserves your time and resources. It concentrates your efforts on driving more precise business results.
A basic lead qualification system filters for the leads that are most likely to become buyers. And it eliminates the ones that are too difficult to convert.
More refined lead qualification filters for the buyers who are your ideal clients or customers. You can fine-tune this to get rid of hassle customers or select for those with a higher lifetime value.
You’ve already started this in your channel selection and copy development. But you can introduce more once you’ve attracted them to you, and then generate quality leads.
At a minimum, you should qualify leads for:
- Budget and Funds. Can your leads afford your product? Or do they value it enough to find the budget?
- Is this a purchase they can make on their own? If they do, do they have the personal freedom to continue their business relationship with you?
- Need and Challenges. Interest is fine, but how much do they really need it? Are there any painful consequences of not making a purchase? Look deeper to find the meaningful challenges that your offer solves.
- Is there a legitimate time element tied to their challenges and needs? This one isn’t about artificial scarcity tactics. Look for genuine reasons why a lead might prioritize your product.
Use these qualifiers to develop topics and questions to use throughout your marketing funnel. You can tailor your content, form submissions, and lead magnets with them.
Don’t focus on only drumming up awareness, interest, and conversions. Always qualify your leads to make sure you end up with ones that matter.
Step Four: Prepare and Deploy Your Marketing
The profiles and qualifying information you just developed tell you who the real target is, what matters to them, what language they respond to, and where this should be used. Now convert this into deployable copy, content, and assets.
Use content mapping to guide your content development. You can create a table for this or brainstorm it out with a free-flowing mind-map.
- Write out your buying cycle stages.
- Fill in the topics, challenges, needs, concerns, and issues relevant to each one.
- List the social channels these are discussed on, along with the ones that are most appropriate for you to contact them on.
Now create pieces that are appropriate for each stage’s interest level.
- Awareness, Engagement, and Top-of-Funnel: infographics, social media posts, checklists, tip sheets, blog posts, videos, and quizzes.
- Consideration, Evaluation, and Middle-of-Funnel: case studies, white papers, pillar blog posts, webinars, e-books, and datasheets.
- Decision, Purchase, and Bottom-of-Funnel: sales pages, consultations, and demos.
The material you build around this will be more precise, relevant, and impactful.
Step Five: Score and Scale Your Quality Leads
The final step is to score your leads, then scale it out by systemizing what works best.
- Analyze the leads you generated and converted, along with the ones that flunked.
- Determine the similar traits and attributes in each group. Look at demographics, work titles, ages, marketing engagement, online activity, etc.
- Look at these traits over time and try to pick out the most influential ones.
- Check your marketing metrics and any attribution analytics you have.
- Score each trait based on their conversion power. For example, if a certain job title makes a prospect 5 times likelier to convert, you can give this either 5 or 50 points.
- Tailor your future marketing efforts towards the key traits.
This is a precise, reliable way to consistently generate quality leads. Once you get a handle on things, you can begin to buy ads and work the process at scale.
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]]>Is Your Website Getting the Traffic it Deserves?
How to get more traffic to your website.
You have a great business that’s offering some of the best products or services around.. Your team is full of experts who are the best at what they do. You’re passionate about your organization and where it’s headed. And yet… when you check your website’s search traffic analytics, you feel like you’re singing a song and nobody’s listening. You need more traffic to your website in order to get the sales your company deserves, but how in the world do you bring the customers in?
It can be tricky when trying to get more traffic to your website, but it’s completely possible. You just have to be willing to put in the time and energy necessary (or hire a company who knows what they’re doing) to help make it happen.
Search engine optimization
If only the best companies were the ones who showed up at the top of Google’s first page of search results, right? While Google’s (and other search engines’) algorithms have gotten better at identifying high-quality content, there’s no denying that the competition for search-based traffic is fierce. There are millions of companies selling their services online, and there may even be millions of companies selling products or services similar to your own.
The key to getting ranked high on search? Find the best keywords to help you rank without getting overwhelmed by competition. So, for instance, you might be better off optimizing your website with the keywords, “best HVAC repair in Missoula,” rather than “HVAC repair.” Using a specific keyword (especially if it’s location-based) will make it easier to rank high for terms that search term, while it may not rank at all for a more general term.
It’s also important to remember that each of your website’s pages can be optimized for different keywords. So, if you have a blog for your company, each blog you write can be optimized for a keyword that’s related to your business operations. This allows for more opportunities for search traffic based on different terms. For instance, if you have that HVAC repair company, blogs titled, “How to troubleshoot your HVAC unit at home,” or “Why you need to have your air conditioning cleaned before summer,” can help you get traffic from different topics and keywords.
Great, original content
Search engines these days aren’t just prioritizing sites that are packed with specific keywords. Rather, they’re able to differentiate high-quality, researched, and original content that has great sources over content that seems to be ripped off from other sites or slapped up without proof-reading. By putting together blogs with industry experts, or how-to videos related to your field, you’re likely to get more “search juice” from the search engines.
But even more to the point, great, original content is shareable content. If you’re an artist who sells your artwork, and you use your website’s blog to offer painting tips and how-tos, when your blogs or videos help out your customers, they’re more likely to share the blogs with their friends online. And when your customers share your website content, you’re more likely to generate visits to your website. This is because your customers become your advocates, and they end up endorsing your business and your art, simply because you offered a tutorial that helped them out.
Social media content that sings
The beauty of social media is that when it’s done well, you have the potential to use it to bring repeat customers back to your website, but to also generate new leads. When you have good website content, that lends itself to creating good social media content. And when you have a highly-clickable and shareable social media campaign that connects to your website, you’re going to see an increase in traffic.
So, for instance, if you’re a personal trainer who’s website includes tutorials on how to do kettlebell exercises, you could put together a social media post that offers a single video for how to do a basic kettlebell swing, with a click-through link to your website where people can see five more kettlebell swing variations on your blog. Anyone who’s interested in learning the variations is likely to click through. Thus, you’ve increased your web traffic.
Build your email list with a freebie
One of the best ways to get repeat visitors to your website is to build your email list. By getting people to opt-in to your company’s emails, you’re being “invited” to sell them in their inbox when you send out your email marketing campaigns. Of course, it’s not easy to get someone to volunteer their email address for this purpose. In general, you have to give something to your customers (or potential customers) in order to get their email address in return.
You’ve seen examples. Websites that sell clothes might offer a one-time 10% discount you can have sent to your email address. Or companies that offer services might provide a free, 30-minute consultation when you opt into their emails. But another option that shouldn’t be overlooked is a “freebie” that’s useful for your potential customers. For instance, if you’re a health coach, maybe you put together an ebook with 15 smoothie recipes that customers can get for free. Or if you’re a parenting expert, maybe you offer an educational coloring-book that parents can download for their kids. Think about the types of freebies or discounts you could offer, and make it worthwhile to your customers. You shouldn’t underestimate the power of landing that email address.
Then, of course, you need to use it. Make sure you’re putting together and sending out regular marketing emails with high-quality content and offers that are tailored to your potential customers. These are all great ways to get more traffic to your website.
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When establishing your marketing KPIs, it may be tempting to focus on revenue and leads. But these metrics don’t really give you insight into how you can grow your business.
To properly scale your business, you must look at tangible metrics. In this quick guide, we highlight important KPIs that you should analyze.
What Are KPIs?
Before we get into essential KPIs for your business, let’s first define what they are and why they’re important.
A KPI, or key performance indicator, is a business tool. It is a measurable value that helps determine success. They also help you identify areas of your business that need improvement.
Ways KPIs Can Help You
- Check whether you’re on track to reach your financial goals.
- Analyze the success of your business strategies.
- Identify areas of your business that need improvement.
- Determine whether your customers are satisfied or not.
Now that we’ve gone over the importance of establishing key metrics for your business, below are 10 KPIs you should be tracking.
1. Customer Acquisition Cost
This metric determines how much money it costs to convert a lead into a customer. It helps you evaluate the cost-effectiveness of your marketing campaigns.
2. Customer Lifetime Value
Customer lifetime value allows you to gauge the value your business is getting from long-term customer relationships.
This KPI also helps you to hone in on which medium is helping you gain the best customers for the best price.
3. Social Media Engagement
Social media engagement helps you to identify the effectiveness of your organic and paid social media marketing efforts.
4. Marketing ROI
ROI is a crucial element when reviewing performance. It helps you plan future budgets and set targets.
Here’s how to calculate marketing ROI:
(sales growth – marketing investment) / marketing investment
5. Email Open Rate
Email open rate measures how many people open your messages. The ideal open rate varies by industry, but a sweet spot for most businesses is between 15 and 25 percent.
6. Website Visitors
Measuring organic website traffic is important for measuring the effectiveness of your content marketing and SEO strategy.
7. Conversion Rate
Conversion rate is the percentage of website visitors who completed a desired action — for example, making a purchase or subscribing to your email list.
8. Number of Customers
Determining the number of customers you’ve gained helps you understand whether you’re meeting your customers’ needs.
9. Employee Turnover Rate
Your employee turnover rate helps you to improve training measures, company culture, and benefits packages.
Here’s how to calculate your employee turnover rate:
number of employees departed / average number of employees
10. Employee Satisfaction
Employee satisfaction is paramount for success. Research suggests that employees work 12 percent more effectively when they’re happy at work.
To measure employee happiness, you can conduct team surveys to collect feedback.
Set and Track KPIs with Spin Modern
Don’t know where to start with establishing your KPIs? We’ve got you covered. Spin Modern helps you set objectives and track marketing KPIs.
We’ll also give you everything you need to reach your goals and successfully scale your business.
Looking for more than 10 KPIs you should be tracking? Or ready to take your business to new heights, call us today!
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]]>Why Are My Keywords Not Eligible?
Not Eligible Low Search Volume
What does not eligible low search volume mean?
For years, digital marketers were taught to use “long tail keyword” phrases. These keyword phrases are just as they sound—long. For instance, instead of using a simple keyword phrase for a training course, such as “Maritime Courses,” we would use a phrase that described the course more accurately, like “Global Marine And Safety Systems Maritime Course.”
This more specific (and longer) keyword phrase was cheaper because fewer people were searching for that exact phrase. Less competition means less cost to the advertiser. Nevertheless, Google recently stopped this practice in Google Ads.
Why are my keywords not eligible?
Now for these more specific phrases we get the message in red: “Not eligible, Low search volume” which has changed the landscape of digital advertising. There has been a fundamental shift away from long tail keyword phrases to more general phrases. Ultimately, this change has required reworking of nearly all optimized Google Ads campaigns.
Of course, if your Google Ads never really took a hit, they probably could have been doing better even before this change, but that is a different story.
Highly-optimized Google Ads Campaigns in particular were hit fairly hard with this change. However, change is why we have digital marketing agencies. Working with Google’s team, Spin Modern has adjusted our campaigns to work with Google’s current best practices and we are seeing better results than ever.
Here’s What We Did:
We needed to create a new optimization strategy
Strategically using long-tail keywords allowed us to optimize the results our clients would experience with their ads. They would connect with hyper specific lead traffic at a relatively low cost-per-click. But as noted earlier, long tail keywords are no longer an option for Google Ads.
We had to look at these two main benefits of long-tail keywords provided and figure how to get those benefits in a different manner.
Benefit number one: hyper-specific traffic
Imagine you’ve found a large nugget of gold in your backyard. After you finish celebrating you would likely want the best quality of gold. To do this you would have to put the raw matter through a smelting process and begin to remove the impurities for it to become high quality. You would melt it down and begin to remove dross or impurities until you only had pure gold remaining. While this is an oversimplification of the purification process it gives a good idea of what we do with the raw traffic that is produced without the use of long-tail keywords.
…because of the broad variations Google now allows to connect search terms to ads, the resulting traffic can be less than desirable.
Just as when we started off with a large piece of unrefined gold, Google Ads traffic will be very low quality without the right process to refine it and remove the dross. Even with a great keyword set, because of the broad variations Google now allows to connect search terms to ads, the resulting traffic can be less than desirable. For example, a saddle repair shop could get a call from someone looking for a veterinarian for horses if the account is not properly configured.
Should I remove low search volume keywords?
To transform the low-quality traffic into high-quality traffic we watch each search term that Google connects with a client’s ad and begin to remove or approve them as valid searches. We literally go through thousands of searches each month to sift out the bad ones. Fortunately, this process pays off over time. Low-quality searches are blocked from interacting with our clients’ ads, resulting in higher quality leads for our clients.
Low-quality searches are blocked from interacting with our clients’ ads, resulting in higher quality leads for our clients.
Benefit number two: Lower Ad Spend
To get the very low cost per click that we used to see from long-tail keywords is not as easy as it once was. In some cases it can be extremely difficult in highly competitive markets. Nonetheless, we found opportunities to get lower cost per click for our clients by observing the best keyword, ad, and landing page combinations. Structured properly, we have been able to get high quality clicks at a lower cost.
On a case by case basis, we have been able to help our clients see better results with other options as well, but not every option fits every business. If you need help with low-performing ads, we’d love to help!
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]]>What is a Google Ads Specialist?
As a business owner, you understand the importance of advertising. You recognize that more clicks to your website means more business, which means more profits.
You’ve likely been exploring options for pay-per-click advertising, and come across the term Google Ads Specialist. Let’s look at what that actually means.
Google Ads
You may already be trying to increase your website traffic using Google Ads. You recognize that you need to use the keyword search terms that your prospects are using. You know you have what they’re looking for. You just need to get them to your site and then let your product and services speak for themselves.
But who has time to learn yet another marketing technique, especially when you’re trying to run your business? This is where a Google Ads Specialist can make all the difference.
Pay-per-click advertising is targeted advertising at its best. Once potential customers land on your website, you get to show them what you can do for them and make that sale.
Google Ads displays your site to potential buyers when they search for terms that match your business’s products or services. With a Google Ads specialist, you’ll be able to highlight what makes your business unique and use the keywords that lead potential customers straight to you. You’ll reduce your bounce rate by attracting shoppers who are genuinely interested in your product and ensure they visit your site instead of your direct competitor’s.
Google Analytics
Google Ads Specialists use Google Analytics to make recommendations for your site. This knowledge is important for understanding what’s currently happening, so that the changes made will actually make a difference to your visitor numbers.
Google Analytics is a free program that shows you what is happening with the traffic that currently hits your website. It analyzes the statistics and gives you a report. This data is hugely beneficial, giving you vital information about who is visiting your site, how long they stay, what they interact with on your site, and at what point they either bounce or buy. However, if you don’t know what to do with this information, then it’s just a lot of numbers and graphs.
A Google Ads Specialist can take the insights from the Google Analytics report from your site and make qualified recommendations to increase traffic and decrease bounce rates. You want to make each click count, especially if you’ve signed up for PPC advertising. Put that investment to work building your business and making you more money rather than wasting it.
Google Ads Specialist Certification
Of course, you may have interviewed people who claim to be marketing experts and say they can help you land more traffic. They throw around terms like SEO, marketing ROI, and conversion rates. They may even claim to have an expert level understanding of Google Ads and Analytics. You may believe that you have many of these skills yourself. So why look for someone with a Google Ads Specialist Certification?
The certification process is a professional accreditation that demonstrates Google’s recognition of the expertise of the individual or team in online advertising. Google Ads Certification is available in several areas, including:
- Google Ads Search
- Google Ads Display
- Shopping ads
- Google Ads Measurement Certification
Google Ads Specialist Certification requires completing the program and passing the exam with at least 80%. This certification is only good for one year, which means the Specialist must write the exam annually. Google Ads Specialists are knowledgable, recognized and certified by Google, and remain up to date with current trends thanks to the annual recertification process.
Ready to hire a Google Ads Specialist?
Stop wasting time and money hiring “marketing experts” who think they understand Google Ads but can’t show you the growth you can expect – and deserve, by instead hiring a Google Ads Specialist from the team at Spin Modern.
Get people to your site so they can see what you do and buy your product. Don’t spend more of your valuable time trying to learn yet another tech skill that takes time away from providing quality products and services. Spend more time doing what you love and leave the Google Ads and Analytics to the team at Spin Modern.
The Google Ads Specialists at Spin Modern have the know-how to get you the website traffic you’ve been wanting, with real customers who will spend their money on your product. Stop spinning your wheels and grow the business of your dreams with a Google Ads Specialist at Spin Modern.
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]]>What is Google Ads?
Google Ads is the most popular PPC platform today, that is pay-per-click, previously known as Google AdWords. Google’s Ads can be seen in the form of a Paid Search ad or an Ad for a product placed strategically on a website. Paid Search ads are those placed at the top of a Google Search Result page with the small “Ad” icon, or they are on Google Maps. How exactly do Google Ads work? How do they generate sales? Read on to learn about how you can grow your sales through Google Ads.
How does Google Ads work?
With Google Ads, keywords are bid on to boost traffic to your site. Keywords are the words or phrases that your targeted audience is searching for when they go to Google to find an answer to a question or need. For your website to appear in response to their search, you must bid on that keyword. Some keywords are more competitive than others, meaning they are searched more often, and as a result will cost more per click. To make the most money from your keyword, choose a niche, long-tail keyword based on a high search volume in your desired location by your desired audience.
To get started with Google Ads, you must create your first campaign. Google will tailor the process to meet your specific goals and needs, whether that is to get more calls to your business storefront, to increase website visits, or to encourage transactions. Lastly, you can set a daily budget for your campaign that will limit the amount of money you spend.
Call for action
To drive sales and generate leads, use Google to create direct-response campaigns that will push for a specific action, like buying your product or offering an email address for a free e-book download. Use Google Search Network where your ads appear on search results pages, as described above or Google’s Contextual Targeting which matches your ads to relevant sites in the Display Network using keywords. This broadens your reach and visibility by placing your ads where your target audience is already looking. With Google’s Search Network type of advertising, it is up to you to place your ads where you think they will perform, bid strategically on keywords, and write the copy of the ad in a compelling manner that encourages your potential buyer to take the next with your product.
How can you make money passively?
To truly start making money with Google, beyond the organic growth in website traffic from your Ads, try Google AdSense. Different from Google Ad where your website or product makes up the ad, AdSense uses relevant ads to different products or brands and advertises them on your website. This program allows you to input coding into your site that will display paid ads on your website. Different from Paid Search marketing, AdSense allows you to make money when visitors are already on your website, perfect for content-heavy blogs or e-commerce sites. The ads are tailored to your industry and content, so they appear as natural and helpful to users as possible, and they are known to be less intrusive. Google handles the program itself, so all you have to do is input the code and watch your revenue grow, making this a low effort, passive form of advertising.
What types of ads can you create?
Google AdSense works with two types of ads you can embed into your website. The first is Auto Ads where Google automatically places ads where they would best perform based on your website’s layout. The second type is the Responsive Ad, where Google’s technology scans your site and places ads where they are the most likely to perform well and generate the most revenue. They are optimized to fit your user’s screen, whether that’s desktop or mobile. Responsive Ads are a slightly more nuanced and complex version of Auto Ads, depending on how much investment you are willing to make on your advertising campaigns. Remember, Google AdSense works best for websites with lots of content and traffic. If you’re just building out your website, focusing on Paid Search advertising will get you that necessary traffic first.
Better than Facebook Ads?
Google Ads and Facebook ads may not be as adversarial as one may think when it comes to online selling and digital marketing. They often work well together. But what sets them apart from each other? Google Ads works on the principle of “paid search” while Facebook works off of “paid social”. Both platforms offer different types of marketing, with Google bringing you to new customers and Facebook bringing new customers to you.
Ultimately, there is unlimited potential when it comes to using Google Ads to help your small business generate leads, sales and revenue. You can position your compelling ad where it’s most likely to perform, or you can let Google place ads on your blog or high-traffic website for a more passive revenue stream. Whatever your goals are, there is a Google campaign program that will positively impact your company or website’s traffic and profit.
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]]>Essential Online Selling Tools for Maximum Conversions
Generating leads is no longer just about posting catchy ads with product links, but also about the relationship value between a business and possible customer. In the digital age, there are tools that make this kind of lead generation efficient and fulfilling. In fact, our team at Spin Modern specializes in equipping every client with the best advertising tools through bespoke marketing strategies and expert support.
Today we’re going to break down 5 essential online selling tools. There’s no better place to start than the online hub of every business. Here are our top 5 tools:
#1: Web design
Having a website that sells
In online selling, your website is your most valuable asset. It’s the digital real estate that you control and the hub you want to direct online traffic towards. It’s where customers should be able to view your products, story, business information and contact details. It should be designed to reflect the best of your brand and engage the kind of audience you want to attract. Most importantly, your website is where customers buy things. It’s the final part of the sales process, so web design needs to be tailored to streamlining that.
#2: Google Ads
Selling with pay-per-click
Through Google Ads (formerly known as Google AdWords), you pay to have a Google ad for your business displayed to customers who search for relevant terms on Google Search and Maps. It offers businesses the ability to modify targeting preferences (such as target audiences, locations, etc.) in order to reach the right people at the right time with the right message. This narrowed targeting ability maximizes the chance of clicks on ads resulting in quality leads, thus maximizing a business’ return while staying within a specified budget.
#3: Social media selling
Selling on social media
The number one mistake businesses make with social media is treating it like a soapbox. As connected platforms like Facebook, Twitter, Instagram, and LinkedIn have made us, they’re also spaces where trying to be loud just adds to the existing noise. When it comes to social selling, social media is at its best when it’s used to communicate on a human level. The majority of your followers may not be customers (yet) but by following, they’ve invested their attention. That investment is best rewarded with original posts that build brand awareness and directly engage with followers. There are also the benefits of advertising tools like boosted posts, targeted social media ads and SEO keywords in your posts. All of these tools help to bring new leads to your social media platform, and the cycle of social selling can start again.
#4: SEO selling
Keywords that bring in key clients
So you have your website down and your social media accounts neatly lined up, what now? Those platforms don’t exist in a vacuum; they need to be optimized to generate leads. This is where content marketing comes into play, or as it’s also known as: SEO selling. Search engines, like Google, rely on several factors to decide which sites to show in a search return. The most important of those factors is metadata. Metadata is the information on your site that tells a search engine what topics you specialize in, how readable your content is and how relevant your website is to the person searching. Search engine optimization (SEO) is about strategically weaving keywords and phrases across your website. Blogs, for example, are a great way to present keywords in the text, headings and subheadings.
#5: Video production
Catch a client’s eye
Visual media is a powerful tool for connection. You don’t need the kind of advertising budget that’s usually put aside for Super Bowl ad slots, either. The beauty of producing a TV commercial is that it translates just as well to social media, where it can be shared and gain visibility in a host of new ways. A quality commercial isn’t just an advertisement, it’s an asset that can be used again and again, meaning it can generate leads over time, even after the first impression.
We’re here to help you generate high quality leads
At Spin Modern, we’re all about helping our clients generate high-quality leads and establish lasting relationships with their customers. We offer these essential online selling tools, and more! We provide market-leading advertising services, designed and executed by a team of experienced, highly skilled professionals.
Learn more about our services here.
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]]>Target an Ad’s Geographic Location
Google Adwords locations targeting helps you focus your advertising to help find the right customers for your business
Google Adwords locations targeting allows your ads to appear in the geographic locations that you choose (countries, areas within a country, a radius around a location, or location groups), which can include places of interest, your business locations, or tiered demographics. This specific type of targeting could help increase your return on investment as a result.
Download the full PDF or follow along down below
Using locations for your business
- Targeting the right locations for your business
- Compare location target types
- Location targeting levels
Google Adwords locations targeting is based on a variety of signals, including user’s settings, devices, and behavior on our platform. Because these signals vary, 100% accuracy is not always guaranteed.
What to consider when choosing your location targets
- Be sure to target the locations where you can find your customers – which isn’t necessarily the same place your business is located.
- If you target an area where your business isn’t located, you won’t be able to see your ad when you search on Google.com. However, you can use the Ad Preview and Diagnosis Tool to find your ad.
- If you target a small radius or very small location, your ads might only show intermittently or not at all. That’s because small targets might not meet our targeting criteria.
- Keep your language and location targeting settings consistent.
How to reach audiences in entire countries
- From the page menu on the left, click Campaigns.
- Click the name of the campaign that you’d like to edit.
- From the page menu on the left, click Settings.
- Click the drop-down arrow next to “Locations.”
- Enter the name of the country that you’d like to target.
- Click Save to add the location for the final step
How to reach audiences in areas within a country
It’s worth keeping in mind that selecting a small location could mean that your ads might only show intermittently
or not at all. That’s because small targets might not meet our targeting criteria.
- From the page menu on the left, click Locations.
- Click the name of the campaign that you’d like to edit.
- Click the blue pencil icon.
- Enter the name of the location that you’d like to target. If
- you’re entering a city name, add the country name as well.
- You don’t want to target Paris, France if you’re trying to
- sell cowboy hats to customers in Paris, Texas.
- Click Save to add the location.
Set location targeting for multiple campaigns at once
Here’s how to set Google Adwords locations targeting for multiple campaigns at the same time:
- From the page menu on the left, click Campaigns, then Settings.
- Check the box next to any campaigns that you want to change.
- Click the Edit drop-down menu, then choose Change locations.
- In the box that appears, choose whether you would like to set
- new locations for the selected campaigns or add new, additional
- locations to those campaigns.
- Type a location in the text field. After you select a location,
- additional text fields will appear where you can add more
- locations.
- Optional: We recommend you click Preview to see how your
- campaigns’ location will change.
- Click Apply.
How to target a radius around a location
Selecting a radius: When you target a radius, it’s worth keeping in mind that selecting a small radius could mean that your ads might only show intermittently or not at all. That’s because small targets might not meet our targeting criteria.
- From the page menu on the left, click Locations.
- Click the name of the campaign you wish to edit.
- Click the blue pencil icon, then select Radius.
- In the search box, enter the address of the location you’d like to use for the center of the radius. Enter the radius that you’d like to target and select a unit of measurement from the dropdown menu.
- Check the map to make sure you’re targeting the correct area.
When you’re ready, click Save to add the radius target. - Click Save.
Targeting multiple locations in bulk
Google Ads allows you to add a bulk list of up to 1000 location targets at a time, rather than adding each location one-by-one. We also offer tools for bulk editing.
How to add multiple location targets in bulk:
- From the page menu on the left, click Locations.
- Click the name of the campaign you wish to edit, then click the blue pencil icon.
- Check the box next to “Add multiple locations”.
- In the box, paste or type the names of up to 1000 locations that you’d like to target (with each location on a separate line)
- Add locations from one country at a time. See the list of locations that can be targeted.
- To target more than 1000 locations, you can add location targets in bulk multiple times. For example, if you’d like to target 1200 locations, add your first 1000 location targets. When you’re done, add the remaining 200 locations.
- To target a city or zip code, include the full name of the country or state as well—for example, Oxford, England or 94103
- If you wish to restrict your results to one country, click the field below the location entry box and select your desired country.
- Click Search.
- We’ll display all locations that matched your search in the review panel. Review your results, then click Target All to target all of the locations that matched your search, or Exclude all to exclude all of the locations that matched your search.
- To target individual locations from the review panel, click Target next to the location you wish to add as a target.
- If you searched for any location targets that weren’t found, you’ll find them in the box where you entered the list of locations.
- Clicking the gray “x” button will remove all locations from the review panel, as well as from your existing location targets or location exclusions.
- Under “Targeted locations”, you’ll see the location targets that you’ve just added.
- Click Save.
Exclude ads from geographic locations
Where your ads should appear is important—but where they shouldn’t appear is just as crucial to your campaign’s success. Location exclusion can allow you to prevent your ad from showing in certain parts of your targeted locations, such as a region within a country, or a city within a state. This helps you use your budget wisely by preventing your ad from showing to people who most likely wouldn’t have access to what you’re offering. You can exclude locations one-by-one for more control, or for added convenience, you can exclude a large number of locations all at once with our bulk locations feature.
Who might benefit from excluding areas within targeted Google Adwords locations:
- A business that doesn’t ship to or provide services in a city or region within a larger area.
- A business that offers a special promotion that isn’t eligible in a few regions of a targeted area.
How to exclude areas in bulk
If you’d like to exclude multiple locations in bulk, Google Ads allows you to add a list of up to 1000 location exclusions at a time, rather than adding each location one-by-one. To exclude multiple areas within the locations you’ve selected, follow these steps:
- From the page menu on the left, click Campaigns.
- Click the name of the campaign you wish to edit.
- Click Settings.
- Expand the “Locations” section from the settings menu and click Advanced search.
- Check the box next to Add locations in bulk.
- In the box, paste or type the names of up to 1000 locations that you’d like to exclude. Add locations from one country at a time. See the list of targetable locations.
- You can choose to “Restrict locations within a country”.
- Once you’ve entered your locations, click Search.
- All locations that matched your search will be displayed in the review panel.
- Review your results, and click Exclude all. Under the section “Excluded locations”, you’ll see the locations that you’ve just excluded.
- Click Save.
- Once you’ve confirmed your changes, click Save on the Settings page.
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]]>Key Questions Answered in Effective Reporting
- Are we bringing in revenue?
- Are we generating quotable leads?
- Are we meeting our goals?
Download the full PDF or follow along down below
Reporting Summary Page
Always the first page of a report Includes a project overview and highlights the most important metrics
YOUR MARKETING STRATEGY
Lay the groundwork for the rest of the report
Talk about what PPC campaigns are and how they contribute to the overall marketing strategy
Give a brief overview of what SEO is and how you’re boosting your client’s rankings
Discuss target audience and elaborate on how you’re reaching those customers
Address any changes to the market, target audience(s), or competition
GOALS & IDEAS FOR REPORTING
- Discuss any ideas you have and include the goals they might accomplish
- Revisit the goals from month to month
- Highlight any future plans you have for marketing campaigns
BENEFITS OF A GOALS & IDEAS PAGE
- Demonstrates that you’re setting goals and striving to achieve them
- Gives clients a chance to ask questions and follow your progress
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