Last updated 8 months ago
Creating effective text ads for your search engine advertising campaign is not always as simple as it seems. It’s important to understand all the parts of a search ad so that you can write enticing copy while meeting all the publisher guidelines. Here are a few dos and don’ts you should follow to write text ads that will show up when someone searches for your keywords.
Do: Know the Text Ad Format
The top three search engines, Google, Yahoo!, and Bing, have slightly different guidelines for the text ads they display on the search engine results page, so if you’re running ads on all three platforms, make sure you know the ad format and word count, so you can tailor your ads to meet their individual requirements.
If you choose to run the same ad across all three publishers, you can use this formula:
It’s important to note that ads can be placed above and to the side of the organic results. If your ads run above the organic results, the search engines may combine your headline and first line of text, so make sure that they make sense if run together.
Do: Optimize Your Display URL
The search engines will automatically feature a display URL above your headline that is not included in the character count. You may be able to customize a vanity URL that, while itself may not be real, links to your website home page or the landing page you are sending search traffic to. Ensure the URL you are displaying with your text ad is relevant to the destination URL of the landing page, or your text ad may fail the publishers’ text ad requirements.
Do: Include Target Keywords
To get the most out of your text ad, we recommend using the text ad’s headline and Line 1 for keyword-rich content. Although the keywords you use in your text ads don’t have to exactly match the keywords you are bidding on, they should closely relate to them, as well as to the keywords on your landing page. For example, if you’re an attorney, you may be bidding on several keyword variations, like “attorney,” “attorneys,” “lawyer,” and “lawyers.” However, you may want to limit your text ad to include only one or two of the keywords that you think consumers will typically search for. You can use tools like the Google AdWords Keyword tool to help find keywords related to your business with a higher search volume. Keep in mind that the relevance of the keywords in your text ad to those you are bidding on and to the keywords that appear on your landing page can impact your quality score, clickthrough rate, and cost per click.
Do: Write a Strong Call to Action
We recommend reserving Line 2 for a compelling call to action, such as “Call Today” or “Sign up Online.” You can also use this line to include a promotion or free offer in your text ad, like “Free Consultation.” Make sure that if you do include an offer that information about that offer is also present on your landing page, or the search engines may flag your text ad.
Do: Use a Call Tracking Number
Only Google allows the use of phone numbers in a text ad, but using a phone number in your search ad could potentially work against you if your goal is to get clicks from people searching for you rather than to generate phone calls. So, before you choose to include a phone number, determine what the goal of your text ad is and how people will be using it. If you do choose to include a phone number, it’s in your best interest to use a call tracking number so you can see if any calls came as a result of your search advertising, even if the consumer did not click your ad. Remember that numbers take up valuable space in text ads, so you can also consider using Google’s ad extensions if you want to include a phone number.
Don’t: Include Your Business Name
While it’s perfectly acceptable to bid on your business name keywords, don’t eat up your text ad word count with your business name. Unless your business is a well-known and recognizable brand, it probably won’t increase clicks on your site. Instead, focus your text ad copy on your benefits and competitive differentiators that will entice searchers to click on your ad.
Do: Capitalize Every Word
When writing text ads, it’s a best practice to use title case, also known as camel-capping, which means capitalizing the first letter of every major word in the ad, excluding short words like “a,” “the,” and “in.” However, you want to avoid using all caps or excessive capitalization, which can cause your text ad to fail publishers’ guidelines.
Do: Include the Right Punctuation
It’s mandatory to include punctuation—most typically a period-- at the end of Line 2 of your text ad. You should also consider using punctuation throughout your text ad, as it gives you the flexibility to ask questions or end an idea in the middle of a line. It’s also important to include punctuation after line one if your ad is placed in the position above the organic listings.
Don’t: Use Trademarked Terms
It’s important to note that all search publishers prohibit the use of trademarked terms like “Botox” or “Lasik” in the copy of text ads, unless you own the trademark on that term. However, you can still bid on these keywords so that your ads have an opportunity to appear to consumers who search those trademarked terms. Instead of including trademarked terms in your copy, use a general phrase like “laser eye surgery” to ensure publisher approval.
Don’t: Use Unknown Abbreviations
Many businesses want to include abbreviations in their text ad copy to stay under the required character count. If you decide to include abbreviations, only use those that are common and easily recognizable, like “Appt” for appointment or “Apt” for apartment. Don’t use any potentially confusing, made-up, or uncommon abbreviations like “Tdy” if you mean “Today.”
Now that you know some of the basics of how to write a text ad, stay tuned for some best practices for optimizing your text ads to get more clicks from people searching for you in part two of our series on text ad best practices.
What other dos and don’ts do you follow when writing search ads? Share your text ad writing tips and best practices in the comments.
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About the Authors
Tamara Weintraub helps equip small business owners with information about local online advertising, social media, and content marketing as a writer for the ReachLocal blog.
Melanie Medders is a Sr. Campaign Professional who helps local Philadelphia Internet Marketing Consultants manage campaign performance for their Premium service advertisers.
Last updated 9 months ago
Although the beginning of a new school year isn’t an official holiday, it can still be a very important time for local businesses. Not only are parents and kids preparing for this time by purchasing items like clothing school supplies, sporting equipment and teacher gifts, they are also spending on services like daycare and after-school programs, salon services, and health checkups.
A new school year can also mean the beginning of a season of specials. And if your business offers seasonal discounts and promotions, you may already know some basic do’s and don’ts for running promotions online. But if you’re planning any seasonal offers this year, here are a few lessons to help your online promotional marketing make the grade.
Language Arts: Writing an Effective Ad Campaign
When advertising your seasonal offer online, there many tactics you can use. Two effective strategies include display advertising and search advertising. Individually, they can help get your promotion in front of consumers, but used together, text ads and display ads can often boost conversions from potential customers. So, here are a few key lessons you should consider when creating your ads:
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Both text ads and display ads have a very limited amount of space, so they should include language that is descriptive yet concise so that the reader can easily identify who you are and what product or service you are promoting.
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Targeting is important for each type of ad. For text ads, you should target keywords that directly represent the products or services you are promoting, and always include these keywords within the text ad itself. And, to make sure your display ads are shown to the right audience, strategies like geographic and behavioral targeting can help place your ads in front of consumers in your area who are already searching for products or services like yours.
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Another important element each should have is a strong call-to-action. You should always direct your consumers on what action they should take, especially when it comes to online seasonal promotions. Actionable statements, like “Start Saving Today,” “See Our Special Pricing,” “Sign Up for a Free Gift”, can convey the value of your promotion and influence consumers to click.
Extra Credit: 5 Text Ad Best Practices, 5 Elements of a Good Display Advertising Campaign
Social Studies: Promoting Offers Across Your Social Media Sites
There’s no doubt about it: using social media to connect with your consumers is necessary to your Web presence. And, while you should use social media to share content about your products, services, and business, you can also use it to promote sales and seasonal offers. Here are some ideas on how you can use social media to extend your promotion to your fans and existing and potential customers:
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Facebook Offers provide you the opportunity to share discounts on Facebook by creating a special offer and posting it to your business Facebook wall. When a fan clicks to receive the special, Facebook emails the offer to your fan and they redeem the offer at your business location. Your fans can also share the offer in their newsfeeds, raising awareness about your business and potentially generating new customers for you.
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Sharing exclusive offers with your social media fans and followers is a great way to thank loyal customers and to engage new customers as well. Creating a special catch phrase customers can use when they come into your business is one way to do this. For example, a popular cupcake store can promote a phrase related to a particular flavor, for example “Go bananas!”, with the message that the first 50 people who go to the store and say the phrase will get a free banana cupcake.
Extra Credit: 7 Ways to Reward Your Facebook & Twitter Followers, Top Social Media & SEO Tips
Web Mastering: Adding Your Promotion to Your Website
When consumers visit your website, whether from search, text ads, display ads, or social media pages, there are several important elements your website should have. For example, your website should identify the products or services your business offers, a way for visitors to contact you, and your competitive differentiators. One way to convert your potential customers is to display special seasonal promotions on your website or landing page. Keep these important details in mind:
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If you run seasonal search and display ads, make sure to have a unique landing page for your seasonal offers. Also, when you drive consumers to the seasonal landing page, make sure that the messages align. If consumers see one offer in a text ad and the message on the landing page is completely different or missing altogether, they may see your business as misleading and you could miss out on getting a new customer.
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If your promotion lasts for a limited amount of time, make sure to include the details about the specific dates your offer is valid. It’s also important to remember to take down seasonal promotion advertisements once the promotion has ended. Keeping these elements up-to-date will ensure that you set positive expectations about your promotions.
Extra Credit: Do I Need a Landing Page for My Online Advertising?, How To: Build an Effective Lead Management Process
Math: Measuring and Tracking Your Results
No matter how you choose to advertise your promotion online, you should always measure and track your advertising results in order to see the true ROI of your online campaigns. Tracking how each campaign performs can help you make informed decisions about future promotions and advertising tactics, as well as give you valuable insight into what types of promotions work best for your business. Here are a couple of tools you can use to help measure the performance of your seasonal promotions:
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Google Analytics is an analytics tool that tracks clicks to your website. By understanding the paths consumers take to get your website, you can adjust your online marketing strategy to target the right consumers from the right places.
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Another great tool you can use to see the effectiveness of your online marketing is call tracking. By having a unique tracking number for each type of online advertising, you can identify what kinds of advertising are generating leads for your business. Also, by listening to recorded calls, you can make important decisions about customer service and employee training.
Extra Credit: 5 Ways to Improve Conversion Rates on Your Website, Sales Leads: What to Do After the Call
What grade would you give your seasonal promotions? Are there any other online advertising strategies that have worked for your small business? Let us know in the comments!
About the Author
Tara Banda writes about how small business owners can reach local customers through online marketing for the ReachLocal blog. You can connect with her on Twitter.
Last updated 9 months ago
Getting started with social media marketing can be a daunting process. What sites should you use? How do you set them up? What’s the right user name? How do you spread the word to build your fans and followers? Here’s a quick rundown on how to get started using social media to market your local business.
Select the Right Social Media Sites
There are countless social media sites available for today’s businesses to use to market themselves online. It can be easy to fall into the trap of thinking that since it’s free to set up accounts on most of these sites, that using social media is “free.” But, unless your time isn’t worth anything, social media marketing is definitely not free. That’s why it’s important to be strategic and selective about where you want to establish your Web presence online. Because the more sites and profiles you set up, the more time it will take you to manage them.
So, it’s a best practice to focus on using the right social media sites for your business. Focus on those that have the best user base and a mix of the right audience for your business type. As a general rule of thumb, Facebook and Twitter are two of the most popular sites in the U.S., making them an important part of your social media marketing strategy. Other popular sites include LinkedIn, Pinterest, and Google+.
LinkedIn is great for businesses with an owner or employees who will actively use their professional profile, network in groups, answer questions, and share content.
Pinterest is a great site for businesses that are creating content such as infographics, blog posts with attractive images, or image galleries of their products and services.
A Google+ business page can be used similarly to a Facebook page, and now these pages are more important than ever since they can be merged with your Google+ Local (formerly Google Places) page and can be found in organic search.
Pick a Consistent User Name
It’s important to select a consistent user name and/or permalink URL across all the social media accounts you claim for your business. So, start by brainstorming a few name ideas, and get some feedback from employees or customers to see what sticks with them. Here are a few tips to keep in mind:
Keep it short. Most social networks have a limit on how many characters you can have in your user name. Twitter’s character limit is 15, so staying under this character limit is a good rule of thumb for length.
Include your business name. It may should go without saying, but try to include your brand name, or a component of it, in your user name. You may have to get creative with long business names. For example, Best Automotive & Repair Shop could try “BestAuto.”
Make it easy and clear. Avoid adding numbers, letters, or unnecessary abbreviations to your handle if possible. You want your business user name to look professional and easy to remember, as opposed to an individual’s user name, which can be more flexible with regard to the use of these elements.
Get local. One trick to finding a good user name is to add a local term such as a city or state name or abbreviation to a user name that isn’t available. For example, “BestAutoTulsa” would localize the user name and include the business name.
Once you’ve got some options for your social username, use a tool like namechk.com to see if your desired user names are available across all the sites you want to use. Try to select a user name that you can claim on all the top sites, and if necessary, make adjustments until you find a good user name that you can claim. If you have a short website URL, you could also check to see if that is available in the form of a user name on social media sites for added consistency.
Optimize Your Profile for Search & Local
Setting up and optimizing your accounts on top social networks can be an important part of optimizing these profiles to show up in search engines. So, keep a few things in mind for the profile or about pages on these sites:
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Use your top SEO keyword along with your location keyword in the description of your business.
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Consistently spell and abbreviate your business name in all social networks under the “about” section.
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When an address is requested, format, punctuate, and abbreviate all elements of your address consistently across all sites, and make sure that it matches your website as well as the information on your local listings.
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Add your business website or business blog URL into the URL section of all your social media profiles, rather than linking to another social media site or other “unowned” property (unless you can add more than one link).
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Link to your other social media profiles in another field, if possible.
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Include important keywords in other profile sections such as those for products, services, or business details.
Selecting Your Profile Image & Colors
It’s important to select the right image for your social media pages. Typically, a business should use their logo or another identifying illustration for their profile image to differentiate their profile as that of a business. Some businesses choose to use the business owner’s photo for their profile image. If you choose to do this, make sure to use a clean, professional, credible photo. Other tips to keep in mind:
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Many social networks default to a square image for profile images, so have a square version of your logo created so you can use it without having your logo cropped or shrunk.
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Use a consistent or similar image across all your social networks.
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For social networks that allow customization such as text, links, or background colors, create a consistent color palate that matches that of your website.
Promoting Your Pages
Once you’re done getting your social media profiles set up and optimized, it’s important to promote them so that you can build your fan and follower base. Here are a few ideas local businesses can use to promote their pages:
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Add buttons to your website, blog, and email signature that link to your social pages.
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Share the link to your business’ social media pages with your friends, followers, and community using your personal profiles on those sites.
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Email customers to let them know your business is now active on social media.
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Promote your social media profiles on in-store signage, advertising, or other business materials.
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Launch your profiles with a complementary offer to all new fans or followers, such as an exclusive coupon or discount to those who connect with your business on your page.
More Resources
Getting started on social media is an important step in building your business’ Web presence and marketing your local business online. Is your business using social media to connect with customers or reach new prospects? What sites are you finding most useful for marketing your business online? Share your thoughts in a comment!
About the Author
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Tiffany Monhollon shares practical tips and insights about reaching consumers across the web as a blogger for ReachLocal. Follow her on Twitter and Google+.
Last updated 9 months ago
An effective small business website can help you improve search engine optimization, boost credibility, and drive conversions from your potential customers. But how can you know that your website has all the right elements to be effective? Start by understanding these basics of an effective small business website.
1) A Good Domain Name
The URL, or Web address, of your business website not only tells visitors about your business, but it’s also a critical factor in optimizing your website for search. Choose a domain name that is clear and succinct, like your business name. If your business name is too long, doesn’t quickly communicate what your business does, or does not include any important keywords, you may consider adding a short descriptive word to your domain name. Here are a few other domain name tips to consider:
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Choose a .com domain rather than .net or .org when possible
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If URL you would like is taken, consider adding your city or state
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Pick a URL that is short, memorable, and easy to type
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Try to avoid using hyphens or numbers
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Make sure the name you choose is not copyrighted
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Register the domain name with a credible service, for a good length of time
2) Easy-to-Find Contact Information
Contact information such as your phone number or email address, along with business information like your hours and location, are critical pieces of information a visitor may look for on your website. Giving potential customers at least one way to reach you helps you generate leads and sales, and also provides a smooth user experience. Make sure this information is present at the top of every page, so even if a visitor leaves your home page, they don’t have to search for a way to contact you.
3) A Strong Call to Action
If the primary goal of your small business website is to generate leads, then make sure to include a relevant call to action that compels visitors to convert. Because a call to action communicates the action you want a visitor to take, it can encourage potential customers to contact you, which in turn can boost conversions from your site. Use a clear statement, like “Get a Free Quote” and pair with it with the desired contact method, like a phone number or contact form. You can emphasize the importance of your call to action by placing it at the top of the page and using a unique design element, color, or font so that it stands out from the rest of the content on the page.
4) Logo, Images, and Video
An easy way to make your site look professional is by including your business logo, professional images, and even a video that introduces yourself or your business. Your logo is a key part of your brand and should be included at the top of every page. You may also want feature a few high-resolution photos that showcase the life of your business. For instance, images of a completed project or real photos of your staff, such as in their working environment or during community involvement, can add credibility and likeability to your business. You can also use short videos to convey a quick welcome message; plus, they have been shown to increase the amount of time a visitor spends on your site.
5) Relevant Pages
In addition to your home page, there are a few other pages that are essential to your small business website. Two no-brainers are a “product” or “service” page that highlights your key offerings and an “about” page that describes your business and your goals. You can also consider incorporating a ”testimonials” page that features customer reviews, a “press” page that highlights important press mentions, and a blog that provides useful tips and helpful information. These pages can help you build credibility with potential customers and drive them closer to a conversion or purchase. Plus, a website that has more pages of descriptive and educational content can index better on search engines than a site without much information.
6) Social & Subscription Links
Social media has become a necessary outlet for small businesses to promote their products and services and to connect with consumers online. So, your website should direct potential customers to follow your social pages so you can continue to engage with them and share content like useful tips, photos and videos, and special offers or promotions. Like your contact information, you should consider featuring buttons that link to your Facebook, Twitter, YouTube channel, blog, or other content or social sites on the footer or header of every page of your website to remind visitors of your presence on those social sites and encourage them to connect with you there. Similarly, if your business has an electronic newsletter or mailing list, you should highlight the opportunity to subscribe in order to continue the conversation with visitors.
7) SEO Structure & Content
Investing in a local search engine optimization (SEO) strategy can help your site rank in organic search results and help more prospects find your site. SEO can take place both in the content of your site as well as in the metadata of each page. Plus, the structure of your site can affect its performance in search, so talk to your Web developer about using a search-engine friendly format for building your site. For your content, it’s important to choose 3-5 primary keywords related to your business that you can include in the copy of your pages. Each page should focus on one core keyword. On each page, position the primary keyword at the beginning of the headline and in the first paragraph of copy to establish its importance to search engines. You can also include links to other pages both on and off your site to increase search relevance. Finally, include your keyword in the meta title, description, and tags for each page, as well as in the meta titles of your images, which search engines will also factor into how they rank your site.
What elements do you think are critical for every small business website to have? What strategies have you implemented to boost traffic and conversions on your website? Let us know in the comments!
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Tamara Weintraub helps equip small business owners with information about local online advertising, social media, and content marketing as a writer for the ReachLocal blog.
Last updated 9 months ago
Mobile devices, especially those with Web capabilities, are continuing to grow in popularity across the globe. In fact, at the beginning of 2012, there were more iPhones sold on average each day than people born on average each day. So, how does this surge in mobile device usage affect your local business?
The continued growth of mobile device ownership highlights the significant shift from traditional desktop browsing to a mobile lifestyle that creates tremendous opportunity for local information. Here are a few mobile statistics from our new ebook: “150 Smart Stats: Online Marketing Trends Every Business Needs to Know” that demonstrate why building and managing a mobile Web presence can help consumers find your local business when they are searching on the go for products and services like yours.
106 Million People in the U.S. Own a Smartphone.
With the number of people own smartphones in the U.S. constantly growing, now is the time to make sure your Web presence is optimized for mobile. Having a mobile-optimized presence will help you stay ahead of the curve as more people use the mobile Web to look for local products and services.
By 2015, Half of Internet Users will Own a Tablet.
Tablet usage is quickly growing among current Internet users. With tablets being lightweight and portable mobile devices, they give consumers more of an opportunity to engage with your business. And because they have larger screens than smartphones, tablets make it easy for consumers to view your videos and content.
85% of People Use a Tablet or Smartphone While Watching TV.
And what’s even more surprising is that 66% of people use a tablet or phone while on a computer while watching TV. So, because consumers are spending a large percentage of time multitasking across various devices at the same time, it is essential for your business to market to people on all of the places they access the Web. It’s also critical to make your messaging consistent across all of your marketing, both online and offline, in order to effectively build your brand with consumers.
By the Year 2016, Mobile will Overtake PC for Local Searches.
Today, three out of five consumers use a smartphone to search for a local business. By developing a mobile marketing strategy now, you can ensure that potential customers can find you when they search via mobile today, and help your business prepare for when mobile becomes even more prominent in the search for local business.
66% of Smartphone Owners Use Phones to Make Purchasing Decisions.
Smartphones enable consumers to make informed and smart purchasing decisions like never before. That’s because now, information and recommendations are in the palm of their hands, at the point of purchase. In fact, 66% of smartphone owners have used their phones to aid them while shopping. That’s why it’s so critical to make sure your business has a visible mobile presence. Also, it’s important to monitor your online reputation and keep your business information up to date so that no matter how consumers find information about you, your presence is always optimized.
What do you think about mobile access to information as a consumer, and as a business owner? What mobile stats did you find the most surprising? To see more stats like this, download our latest ebook, “150 Smart Stats: Online Marketing Trends Every Business Needs to Know,” and let us know what you think in a comment!
About the Author
Tara Banda writes about how small business owners can reach local customers through online marketing for the ReachLocal blog. You can connect with her on Twitter.
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