Most people who start advertising on Google know very little about the process and can easily be confused. To make matters worse, there are many shrewd companies out there that know this - and they’re ready to pounce on fresh meat. Once your ads go live and they see that you’re a paid advertiser, be prepared for your phone to start ringing off the hook with solicitors promising you the moon.
The most common tactic is calling you with the angle that they found several things wrong with your listing and/or website and they want to help you fix them. It’s important to do your research on anyone you decide to hire because many of them prey on inexperience and may not have your company’s best interests at heart.
I recommend contracting professionals to run your online ads if you’re just starting out and don’t have prior experience with online advertising. This way, you’ll have one person or company to go to for answers to your questions.
It’s critical to find someone you can trust to handle your online ads. Ideally, they should have experience in the floral industry so they can accurately optimize your ads for your potential customers. Industry experience is important -don’t pay someone to learn on your dime.
If you choose to go it alone without professional help, lean on your web developer or someone in your tech department that can communicate any issues or questions directly with Google. Remember, though, if you do this, you’ll be relying on developers and not marketers - don't confuse the two because they are not alike.
A great mechanic is not necessarily a great driver; the same way a great programmer in no way should be mistaken for a great marketer. It’s important to understand the difference.
I recently had an agency pitch Beneva Flowers. They showed us a listing that they claimed they had found somewhere on the web. Well, since we had a unique phone number in the listing, we knew exactly where it was found: yellowpages.com. In other words, they merely found Beneva’s ad in the Yellow Pages and tried to sell their services based on that. It was lazy and most likely indicative of the quality of work their agency would provide.
If you choose to do your own advertising on Google, keep these points to keep in mind:
- Make sure your Adwords are linked to your Google analytics -this is where you can see your results. A tracking URL is another way to target results but is not necessary if you’re connected to analytics.
- Have a unique phone number on your website so that you can determine the difference between website orders and those that just call you direct. When you use a phone number unique to your website, you always know they ordered from your website.
- Use a tracking phone number. They’re easy to get, however, you want to talk to your website developer to ensure that when they tracking URL is clicked on your ad, the phone number on your website also changes to the number in your ad. Now when the consumer calls, they dial a number that is associated with your ad.
If I’m losing you now, take a breather. It's a lot of information to take in and it’s normal to be confused by the process. I spent hundreds of thousands of dollars growing Beneva Flowers and manage over $500,000 in florist PPC budgets - we MUST understand the value of the phoned in orders.