You can get a prominent place right away in Google search results with a paid, sponsored link. Test a paid campaign to see if it can provide a solid return on investment.
Time: 4 hours
Ingredients:
- Exclusive special offer
- Dedicated landing page
- $100 of seed money
Directions:
Create a special offer placed exclusively through your paid Google campaign. This will allow you to directly track the success of your campaign. The offer can be monetary in value, such as “Save $100,” or a “Diamond” package not on your normal rate sheet; or it can be an incentive, like a free download of a wall display or a behind-the-scenes photo tour.
Create a landing page specifically for your special offer. You’ll convert more users into paying customers and get a cheaper rate if your keywords, ad text and landing page are closely aligned.
Create an account at google.com/adwords.
Create a new campaign. This campaign should target a specific market, such as one wedding venue or high school seniors.
Choose relevant keywords. Avoid costly phrases that are too general, like “Sacramento photographer.” Go after highly qualified searches, like “Hilton wedding photographer,” or related phrases still within your target, like “ballroom wedding ideas.”
Define a location (Sacramento, CA) so your ad appears only in your local market.
Add the location info and click to Call Extensions to help convert mobile users. See support.google.com/adwords/answer/2375499?hl=en&authuser=0&ctx=cmconstr.
Write your text ad, but not without first looking at the paid competition. See support.google.com/adwords/answer/1704392:
- Use call-to-action words, like “call today,” “browse,” “sign up,” or “get a quote.”
- Include your offer in the ad and on the landing page.
- Include at least one of your keywords.
Set a budget for an amount you are comfortable losing, maybe $5 a day.
After 20 days ($100), assess if you’ve earned more than that in profit from people claiming your exclusive offer. If so, keep the ad going and perhaps create additional campaigns. If not, cancel the ad.
