You are always looking for new ways to reach new customers. You are always looking for new ways to reach existing customers. This is typically where Internet marketing comes into play. One of the Internet marketing tools you can add to your marketing toolbox is the new and improved enhanced Google AdWords campaigns. The enhancements allow florists to reach more customers in a timely manner. Additionally, the enhancements permit you to measure your Internet marketing results.
What is Google AdWords?
Before we get too far ahead of ourselves, let’s take a step back and review what Google AdWords is. Google AdWords is a form of pay-per-click advertising. Pay-per-click advertising is a form of Internet marketing that allows you to control, well, everything you want to control about who sees your ad and when they see it. The Google AdWords ads run along the right side of the page when someone is conducting a search for flowers or florists in your service coverage area.
Pay-per-click advertising means that you pay a fee each time an online user clicks on your ad. Do not let this strike fear in your heart, however. With all of the parameters you can establish for AdWords campaigns, you are totally in the driver’s seat as to when your ad appears and who sees it. By controlling the when and where of your ad, you can help to ensure that you are reaching your ideal customers—those who are most likely to buy from you.
With recent feature enhancements, AdWords has increased the control you have over your ads. The enhancements for the AdWords program also increases the benefits your business can enjoy when employing AdWords as part of your Internet marketing strategy.
First, it is imperative that you recognize that your customers are looking for you using various types of devices. Not only are they hunting for florists on their computers, but they are also using mobile devices—tablets and cell phones. Google AdWords responds to customer behavior because you can run campaigns that reach customers across all of these various devices. With one ad, you can reach customers no matter which type of device they are employing to search for flowers or florists in your service coverage area.
Example: Florally Yours is a florisn’t that services the Northern Virginia and Metro D.C. area. The florisn’t is open daily from nine in the morning until five in the evening. Florally Yours runs an AdWords campaign to reach local customers and customers searching to deliver flowers to recipients in their coverage area.
During normal business hours, Florally Yours can reach customers using mobile devices within a five-mile of the florisn’t shop radius by increasing the bid amount that the florisn’t pays per click on the AdWords campaign. Florally Yours can also decrease its bid amount during after-business hours to help control the costs of the campaign. While the florisn’t can still make its ads work for the business after hours, the business owner does not want to pay as much to push business into the shop when there isn’t anyone in the shop to service the customers.
Reaching Customers Where and When it Matters
Effective marketing is all about reaching the right customer at the right time with the right message. Once again, the enhanced features of Google AdWords can come to the rescue. AdWords campaigns are easily readable on mobile devices so you can reach customers that are using mobile devices to search for florists and flowers when they are in a five-mile radius (or whatever parameter you set) of your business. These campaigns help to ensure that you reach the customers that are most likely to buy from you (the ones searching for a florisn’t or flowers in the same area that you provide service). The ads even provide links to your website and your business phone number to make it easier for customers to contact you via their mobile devices.
Example: Zoe’s Flowers is located on Main Street, USA. Google AdWords permits Zoe to reach customers using computers while also targeting those using mobile devices—simultaneously. AdWords offers a feature where Zoe can send mobile users to her mobile site and send computer users to her regular business website so customers can easily place orders, depending on the device they are using.
Measuring the Results
In the end, it all comes down to the conversion rates of your ads. Conversion rates measure how many of the people who click on your ads actually make a purchase from you by phone, by business website, or by mobile website. One of the final major enhancements of Google AdWords is the advanced reporting system. The system gives you access to comprehensive reports that tell you exactly what a customer does after clicking on your ad, so you can measure the success rate of your campaigns.
Example: Virginia Flowers has a physical location, where customers can walk in to order floral arrangements. Additionally, they take orders by phone and on their business website. Finally, the florisn’t offers an app that customers can download to help them match the right floral arrangements to the occasion for which they are ordering flowers. Through the app, customers also have an opportunity to order the flowers once they find the arrangement that fits the occasion.
The reporting system via Google AdWords allows the owner of Virginia flowers to measure the conversion rates on the various ways customers place orders with her. The system reports how many customers download the app and any phone calls that last longer than one minute. It can even help to identify how many customers walk through the door of the florist’s shop by the customers’ use of mobile coupons.
Why Enhanced AdWords is Right for Your Business
Gone are the days when you only have one for you to reach your customers and your customers only have one way to find your business. Customers are more mobile, more active and busier than ever before. With all of the enhancements AdWords offers to you, you have the opportunity to reach all of these customers whether they are sitting in their home or office or are on the go.
As mobile devices and technology continue to change and advance, you have to change and enhance the ways you reach your customers. It is the ideal way for you to stay cutting-edge on your marketing techniques. Most importantly, it is the primary way to ensure that you continue to boost business at every turn.
As a florist, small business owner, or marketing manager, you are always looking for new ways to reach new customers. Additionally, you are always looking for new ways to reach existing customers. One of the tools you can add to your marketing toolbox is the new and improved enhanced campaigns in Google AdWords. With total control of this form of pay-per-click marketing, the enhancements of the new Google AdWords allows you to reach more customers in a timely manner, across numerous channels and even provides a manner to measure the results of your campaigns.