Guest article: How businesses can boost their online advertising strategy
Google Ads strategist Laura Moxham is the Managing Director of boutique agency, YBA PPC, which has been recognised by Google Ads as a ‘top three per cent agency’ within Europe and shortlisted in the ‘Best for Growing Businesses Online’ category due to its high-ROI approach. Here, Laura gives her tips for businesses wanting to boost their online advertising strategy.
What are the main points every healthcare, trade and manufacturer for the industry should know about paid traffic?
“There are five things. First, you need to consider why your product is different from those of your competitors. Why should someone purchase from you as opposed to them? You can have the best campaign since sliced bread but without a strong competitive offer it will make it very difficult to win.
“Second, think about those ‘buyer intent’ keywords. What’s your ideal prospect typing into Google? Go for buyer intent keywords, such as ‘mobility scooters Hertfordshire’ for example, to minimise wasted ad spend.
“Third, always have a good follow-up. Google Ads can get you the leads but without good, relevant follow-up from enquiry to sale, it’s not going to be effective
“Fourth, make sure that you know your numbers. What’s your goal cost per lead from your Google Ads? This should be reverse engineered by figuring out how many leads you need to convert into a sale, and what the average order value and lifetime value is to your business.
“Success tracking. This tells you if your ads investment is fruitful. Don’t invest in Google Ads unless the tracking is set up accurately.”
Can you tell us about your company?
“My brother had business which was doing okay, but it needed a boost to generate more sales enquiries. I stumbled across Google Ads and thought I’d give it a bash.
“In the following six months, we attracted 108 new customers, adding £30,340 to our turnover, with a huge ROI of 220 per cent – which is rare in that sector.
“This was a bit of a ‘lightbulb’ moment for me. I thought that if I can do this for my business, then maybe I can do this for other businesses.
“Six years later we are still going strong. We help businesses navigate the choppy waters of Google Ads. We have won various awards and helped many businesses grow as a result.”
What experience do you have helping businesses within the mobility sector?
“We took one of the UK’s leading mobility scooter manufacturers and grew their sales by 55 per cent through Google PPC. We helped them to generate seven times their volume of sales enquiries whilst reducing their cost-per-lead by four.
You are a ‘Top 3% Google Premier Partner” and have been voted by Google as ‘one of the best in Europe for growing businesses online’. How did this make you feel?
“Exceptionally proud. It’s a magical feeling to be recognised for something you love doing.”
What is the biggest challenge you have had in business?
“Working with clients that do not have the same values and ethos. From experience this has been incredibly challenging. On the flip side, when clients are in sync with us, their Google Ads fly!”
Is there a minimum spend and timescales people should run for PPC adverts?
“Too small and you won’t achieve results. As a guide, we recommend a starting monthly budget of £2k. For timescales, it needs six months minimum (depending on budget) to invest in Google Ads. It’s not a quick-win.
“You are investing to build a sales machine that repeatably brings in sales, leads and enquiries. This doesn’t happen instantly. If it was that easy, everyone would be doing it!”
What advice would you give to a business starting up PPC adverts?
- Have a specific goal to achieve (numbers wise).
- Have a plan of how to achieve that goal.
- Track progress.
- Have patience – it’s not going to happen instantly.
- Invest in an expert that can share visibility of what’s going on.