Last week we hosted our second Google Partners Connect event, and it was an incredibly valuable experience for everyone who attended! We learned a lot about Google AdWords best practices and how you can best market your business on the internet from coveted speakers Allan Thygesen and Fred Vallaeys. For those of you that weren’t able to attend, don’t worry! As promised, we have a recap of the event for you right here.
“I know that half of my advertising isn’t working, I just don’t know which half”
Allan Thygesen, Vice President of Global Small Business Sales at Google, opened by reading this quote. So many businesses struggle with marketing and advertising because they do not know how to determine which of their tactics are or are not working. To successfully market your business, you need to be continually testing your marketing. According to Allan Thygesen, Google AdWords has features that are very easy to understand and give you the information you need to determine where your efforts are most valuable. Google is constantly working to update and improve AdWords so it works better for you!
Fred Vallaeys, AdWords Evangelist, imparted his wisdom about successfully using online search to grow your business. He noted 3 key things that you need to do for your business in order to grow both on and offline, including connecting with consumers, being mobile, and tracking everything.
Connect with customers. First and foremost, you need to find a way to connect with your customers online. How are you going to get them to notice your business? The vast majority of online experiences begin with search, and Fred suggests that AdWords is an effective tool for exposing search users to your business. Once you get them to your website, you need to find ways to engage them and keep them exploring as this will not only help your rank in search, but also improve their opinion of your company.
Be mobile. During the event, Fred mentions that today, more people own a mobile phone than a toothbrush. How is that even possible? If you aren’t taking advantage of having a truly mobile website, and most small businesses aren’t, you are missing out on a huge portion of your audience. Fred suggests that you can use Google Analytics to determine where your website’s audience is coming from, and then make adjustments to ensure that your website is well suited for your demographic. Which brings us to Fred’s next point…
Track everything. Be on top of the analytics for your website as well as the ads you use online. How else are you supposed to know what is or is not working for your business? You probably know about, and hopefully use Universal Analytics on your website, but you may not know that AdWords now has analytics tools you can use to assess you ads as well. You now have the power to track data like who clicked on your ad or what device someone used to visit your website. Take advantage and significantly improve the online presence of your business.
The best part about all this information is the fact that all Google Partner Agencies are already well versed in these tools and tactics! All you have to do is connect with an agency and you are one step closer to success!
Still wish you could have watched Google Partners Connect live? Well now you can by following this link!
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