Be Afraid of Google... Very Afraid!

Your website's up and you're ready to begin marketing it. And what does everyone tell you? Advertise with Google. But be afraid... very afraid! Here's a quick story to convince you why.

Someone I know set up a Google account to start advertising his new website. He put down his credit card for $1,000 and started the Google machine... figuring the money would last at least a month. The next day he gets an email saying he's already used up the $1,000 and must approve more on his credit card to keep his ad up and running. And guess what? He didn't even get one customer or prospect from the traffic Google sent. That's right, $1,000 gone in a single day and no orders or leads generated. Welcome to Google advertising!

Now in all fairness, Google is a great advertising service that will cost-effectively generate lots of qualified visitors to your website... if you know what you're doing!

Here are some things to keep in mind when considering advertising with Google:

• Google is for professionals only. Those able to compete against Fortune 1000 marketers and search engine consultants for the best ad pricing. It's definitely not for newbies learning the ropes... unless your willing to pay way too much for each visitor to your website.

• Test your ads anywhere but Google. Google is a very expensive place to test your ads. Sure it's "pay per click" but what you pay also takes into account how well your ad performs relative to comparable ads. Popular ads that generate lots of clicks will cost much less than unpopular ads. So test your ads using other search networks like Yahoo!, Microsoft, or LookSmart. And only bring your best performing ads to run on Google.

• Judge success by results not just clicks. Always remember, it's about the orders, phone calls, and leads that result from the clicks. So even if Google is generating lots of clicks... you still need those visitors to turn into the results you care about. If they do then be happy with what you're paying Google... otherwise, you're paying too much!
  

• Limit your risk with spending caps. Use daily spending limit caps when you first start your advertising programs. A good place to start is a $50 daily cap. And as you get comfortable with how your ad is performing, you can then move to a monthly spending cap. This guarantees you'll never be surprised by blowing your whole budget in a single day!

• Become an expert or hire a professional. Don't kid yourself. You really only have those two choices. Otherwise, you'll spend way too much and still be unhappy with the results. Not sure where to find a professional? Do a search for "search engine marketing" plus your location (e.g., San Francisco). You'll get lots of choices in the search results. Just make sure and talk to at least three firms, tell them your budget and objectives, ask for pricing and references... and then check the references!

My Website Isn't Generating Calls... Help!

Okay, your website's up and listed with the online yellow pages... and you're paying someone to have the search engines (i.e. Google) send lots of visitors to your site. But your phone isn't ringing. Your site has lots of helpful information so visitors can learn all about you and the wonderful services you offer. But your phone isn't ringing. And on your homepage, you have pictures of smiling people to make everyone think: "I'll also be smiling when I use this service". But your phone still isn't ringing!

How to use your website to generate phone calls

Your website needs to be good at generating phone call inquiries for your business. Just follow these basic rules to get the phones ringing:

• Make sure your phone number is "above the fold". Many website visitors won't realize they have to scroll down on your homepage to find your phone number. Or they won't stick around long enough to figure it out.
  

• Display it at the top of your homepage. When seeing a web page, we start at the top and scan from left to right. So display your phone number in the upper left or right of your homepage so prospects can see it right away. Follow this rule for every page of your site.

• Make it twice as big as it is now. You know where your phone number is located on your web pages but your visitors don't. So however big it is now... it's probably not big enough. Double its size to make your phone number impossible to miss!

• Show your phone number more than once. Don't be shy about showing off your phone number. The top and bottom of your web pages are good places. Also, next to your website navigation menu and any special promotions you're advertising on the site.

• Use a toll-free number. People are more inclined to call if they know if won't cost them. So make it easy... use a toll-free number! And put "toll-free" next to the number so there's no doubt when a prospect starts to dial.

That's it for now... my phone is ringing!

New Year's Resolution - Get started with your Internet business

Since it's that time of year... I'll equate getting started with your Internet business with my annual New Year's resolution to "get in shape" and join a gym. Of course, by late February I stop going and cancel my membership. Why? It's hard work, results take too long, I can't find the time, and it's an another expense. (Sound familiar?)

Truth be told, I actually solved this problem years ago and now workout religiously. How did I make this happen? Same way as with our Internet business:

• Start with reasonable expectations: Like most good things... it's going to take some time to get your Internet business up and running. So do your homework and estimate how long you think it'll take based on your business goals. Now the important step: double your time estimate.

• Pace yourself: Don't try to get it all done at once. Instead, list everything you want to do with your site and use this list as your road map to getting things done over time and at a manageable pace.

• Measure your progress: It's really important to measure results since nothing encourages more than progress. Have your web person set up Google Analytics (it's free) for your website and check it regularly.

• Celebrate your wins: Your first website visitor, blog comment, online order... celebrate! And keep setting reasonable goals and celebrating achieving them.

Before you know it, your Internet business will be up and running!