What I Do
Direct-Response Search Advertising with Google Ads
Direct response marketing is a type of marketing that elicits an easy, specific, immediate, measurable response to an explicit offer of something of value to the prospect...
...as distinct from mass marketing that’s primarily intended to keep your company name and products constantly in front of prospects through a variety of (expensive) media, in the hope that you’ll be top-of-mind when someone is ready to buy a product like yours.
I believe that for best effectiveness and highest return on investment, advertising that produces immediate direct response from prospective buyers should be the first priority for any tourism business owner whose product lends itself to this approach.
And that Google Ads provides the best single set of tools available for implementing direct response online.
My Basic Principles of Direct Response Marketing
In designing and executing any online direct-response campaign, I follow these basic principles:
Every Web page, ad or other piece of online marketing collateral shall:
- Begin with a headline that immediately grabs readers' attention so they read further instead of clicking away.
- Present a clear and valuable offer.
- Include a crystal-clear call to action: tell people exactly what you want them to do.
- Make it easy for them to do it.
- Capture contact information.
- Collect actionable stats and use them to improve your offer and execution.
- Be readily findable in Google search, and deliver a persuasive message.
I’ll create for you direct response campaigns that:
- Extend offers that are attractive to your ideal customers at every point in the buying cycle: shopping around for product ideas, choosing a desired kind of product, seeking sellers of that kind of product, ready to buy.
- Use persuasive, sales-oriented copy
- Contain a clear call to action
- Contain a reason to respond without delay
- Provide simple, specific instructions for responding
- Provide actionable feedback for us to use to help you refine your offerings, communications, delivery and pricing.
- Generate follow-up(s) to every interaction
- Deliver a high return on your marketing investment
- Deliver immediate, measurable results
- As a by-product, enhance your image
How Google Ads work
Sponsored listings with Google Ads place your ads on Google’s search-return pages, and on those of other Google partner search engines and directories; as well as (optionally) on relevant pages of Google partner content sites with high traffic.
International and local search options are available also.
You pay nothing for search ad impressions (views); only for incremental visits to your website that occur when someone clicks through from your Google Ads ad to a landing page on your site.
I’ll cap your daily click charges through Google’s budgeting mechanism.
Then I’ll help you select the most relevant keywords, then create your ad groups and ads and provide ongoing bid-management and campaign adjustment services, to maximize results for your budget.
The biggest advantages of Google Ads are:
- Virtually instant-on (no waiting for search-engine indexing)
- Ability to control ranking and spend through ad and landing page quality and the bidding process
- Widespread, selective distribution via worldwide search and display networks
- Integration with Google Analytics, for measurement, performance assessment and ongoing improvement
Google offers many features and options for Ads campaigns and Analytics reports. I'll work with you to select those that will be most effective in reaching your business objectives:
- Search ads
- Contextual ads
- Text, image, video and mobile ads
- Keyword suggestions based on Google’s enormous database of actual searches
- Targeting by location (country, state/region, city), language, demographics, interests
- Ad scheduling for any time zone
- Performance reports by campaign, ad group, keyword, geographic area, device (mobile vs. desktop), more...
- Ad quality scoring
- Diagnostic tests of your pages
- Conversion tracking
- Remarketing to site visitors who don't convert
Some of My Blog Posts About Google Search Ads
Why you should invest in paid search ads now
Paid search produces the greatest ROAS across media per dollar invested in US.
Travel PPC advertising paradox since onset of COVID-19: need to remain visible while conserving budget for post-pandemic
High clickthrough rates now may be coming from consumers wanting to cancel bookings.
Search Advertising with Google Ads - Resources
Google Ads Frequently Asked Questions by Google
All the basics, direct from Google
Google Ads Help System by Google
Index to the very comprehensive Google Ads help system, with links to video tutorials and the Help Community
Google Ads YouTube channel by Google
Dozens of Google Ads tutorial and informational videos on Google-owned YouTube
What is Google AdWords? by Wordstream
An independent explanation of how Google Ads (formerly AdWords) works by the search software developers at Wordstream