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Google Ads For Industries
Now, the financial industry is known to be one of the most expensive industries if it comes to advertising on Google.

Lots of competitors are pushing up the cost per click. For early-staged fintech startups, this can be challenging as there is no data available (yet) to know which keywords are performing.

Although challenging, here are some tips to make your Google Ads campaigns profitable from start.


Tip #1: understand how much you can pay for a click


If most of your competitors are bidding up to $25 for a click, there is no point in bidding $5. As Google works based on an auction model, your ad simply won’t be shown.


You will need to understand how much you could maximum pay per click to get a positive ROI.


To do this, you will need to follow these steps:

  • Understand how much a new client is worth to you.

  • Decide how much you’re willing to invest to get a new client.

  • Understand how many leads you need to get a new customer.

  • Know the conversion rate of your site (or a rough estimation).


Based on these numbers you will be able to calculate how much you can maximum pay for a click.


For example, if a new customer is worth $3,000, you can invest a third to get the client and you need 5 leads to get 1 client, this means you can pay $200 for a lead. If the CVR is 10% you can bid up to $20 for a click.


Tip #2: Start with advertising on highly relevant keywords only


Now, forget about the generic keywords that first come to mind. These keywords often get more impressions and clicks. However, the conversion rate of these keywords is often low. Also, there are more competitors which means a higher cost per click.

 

Long tail of Google Ads keywords.



Better is to focus on the long tail keywords. These keywords will get typed into Google less often. However, they tend to attract better quality visitors. Which means a higher conversion rate on your site.


You should focus on keywords that have at least 3 words in them and are highly relevant for your product. Try and stay away from the broad match keyword type. Instead, use exact, phrase or broad match modifier for all the keywords that you add.


Google Ads has the option to add negative keywords as well. Negative keywords will help to filter out irrelevant search queries. Make sure that you add as many negative keywords as possible.


Tip #3: Build PPC-only landing pages


Even if your site looks great, PPC requires a few tweaks to your landing page.


As you will be paying quite a bit for a click, you want to make sure your conversion rate is as high as possible.


This means you want to build a landing page that is focussed on one goal: generating leads.


It’s fine if people want to browse around your site, however they can do this once they gave you their details as well.


An ideal landing page would have a relevant headline and sub-headline, a short contact form with call-to-action and some basic details about your product or service. This should contain unique selling points (USP’s), testimonials, a short description of how it works etc.


Use the less-is-more principle for these pages. The more information you add, the bigger the change that people don’t fill in the form.


Tip #4: Use the location targeting


Google Ads has the option to be very precise with the location targeting of your campaigns.

Screenshot of radius targeting in Google Ads.

Are your current customers mainly coming from big cities? Then target your ads only to these cities to start with. Or vice versa.


Are you mainly focusing on one city, but you “wouldn’t mind” to get leads from other cities as well? Start focusing on your main city. Once you get the results you can start expanding your location targeting.


Tip #5: Track everything and optimise


The best thing about advertising on Google? You can track everything!


Literally, EVERYTHING.


You can see on a keyword level which keywords are getting you impressions, clicks, leads, and how much you spend on each of them.


Now, all you need to do is analyse this and use it to your advantage.


You can pause underperforming keywords. Add new keywords based on the search query report. Test your ad copies and landing pages. Tweak your keyword bids. And much, much more.


To get maximum results, make sure you track as much as you can. Track your online leads, as well as all the phone calls you get from your campaigns.


About Vazooky Digital


Vazooky Digital is a 
Google Ads agency based in Sydney, Australia. If you need any help with Google Ads, feel free to get in touch.

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Growth Marketing
There it is, after weeks/months/years of pre-development your startup is ready for launch.

Now, how are potential customers going to find you?

Here are 4 growth strategies you can implement for your startup:
  • Viral

  • SEO

  • Paid advertising

  • Partnerships


1. Viral


Going viral” – it’s probably one of the hippest terms in the marketing world nowadays.


Lots of followers added to your brand with the click of a button. Free publicity around the web. It’s the dream for every startup.


And all because of a single post on social media right?


The truth is that “going viral” only rarely happens overnight. Most things that look spontaneous, are actually backed up by a well-planned marketing strategy.

What makes things go viral?
One of the most successful viral marketing campaigns was the “Ice Bucket Challenge”. Chances are that you have seen at least one movie of a person throwing a bucket of ice cold water over themselves. This was started by Pete Frates, to raise awareness for ALS.


The best-seller Contagious: Why Things Catch On of Jonah Berger, describes six factors of why things go viral:


Jonah Bergers six stepps to virality.

These six factors form the acronym STEPPS.


The “Ice Bucket Challenge” checks all of these boxes:

  • Social Currency – it shows that you’re a risk taker.

  • Triggers – it’s funny to see your friends throw a bucket of water over themselves.

  • Emotion – there’s an underlying thought of charity.

  • Public – throwing a bucket of water is something you can easily do yourself.

  • Practical Value – raising awareness for ALS.

  • Stories – there’s a deeper story behind it.

  • How to make things viral – the snowball effect


Viral marketing is all about word of mouth.


Like a snowball, your message will get picked up by more people and your reach gets bigger and bigger over time.


As a startup, you will have to make sure that the original content gets picked up by as much as possible people:

  • Create a large initial followers base on social media.

  • Collect email addresses of your website visitors.

  • Promote visitors and followers to invite other people.

  • Use call-to-actions in your post to share with others.

  • Make sure your messaging follow the STEPPS principle.


2. SEO


As a startup, there are a few ways to grow your business organically.

Organic means that potential customers will be able to find your product when they’re looking for it, or at least it’s on the top of their mind.

Increase your Google organic rankings

Depending on your business model, Google might be your best source to get organic traffic.

Optimising your website for SEO means that you get ranked for relevant search queries in Google.

Search Engine Optimisation image.

In order to optimise your website for SEO you can:

  • Optimise the meta tags on your website.

  • Create content and become an online authority.

  • Optimise that content to get ranked for particular keywords.

  • Create backlinks from other websites.

  • Improve the loading time of your website.


SEO is a long-term investment, where you have to invest time (and sometimes money if you’re using an agency) to improve your ranking. As a startup, you’re likely to have a new domain name which means you’ll have to build up credit before Google will give you a high ranking.


3. Paid advertising


Paid online advertising is the way to get relevant traffic to your website immediately. Depending on the business model of your startup, there are a few tactics you might want to consider:



Google Ads
The Google search network is one of the most targeted ways of advertising on the web.


You will have the ability to only target people that are actively searching for your product or service. As with any form of PPC advertising you will only have to pay when someone actually clicks on your ad.


Google Ads is the perfect platform to test different keywords, ads, landing pages etc. When setting up the right way you’ll be able to optimise your campaigns significantly based on the data and get more bang for your buck.


Facebook & Instagram Ads
If you have a very specific audience that you target, you might want to consider running ads on social media.


Facebook & Instagram give the opportunity to set up very specific audience lists based on demographics, interests and much more.


Social media advertising for startups.

For startups that are launching a product in a relatively unknown market this might be a good option, as the Google search network might not be able to give you much relevant traffic.


Google Display Network (Remarketing)


The Google Display Network (GDN) contains millions of website all over the world. You’re able to show ads to your target audience when they’re browsing around the web.


When you get started I wouldn’t recommend starting with generic display advertising. There are a lot of ways to target your ads, and finding the one that works for you requires a lot of testing, which means it could cost you a lot of money. However, you can use the GDN for remarketing ads.


With remarketing you’re advertising for people that already visited your site. As they’re already familiar with your brand they’re more likely to click your ad and convert. Your CAC (cost of acquiring a customer) will be significantly lower compared to generic display.


4. Partnerships


As a startup, you might want to start building partnerships to grow your business.


Although partnerships are sometimes hard to get off the ground (and require a lot of time investment), they might turn in your most profitable channel.


A partnership is often based on a commision, meaning that there’s a low risk from your end. If a partner is unable to get your sales or leads, you simply don’t have to pay them.

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Growth Marketing
On Friday 30 November and Saturday 1 December 2018 Vazooky Digital was present at StartCon 2018.
StartCon is Australia’s largest startup and growth conference.

The 2-day conference featured world-famous speakers for some of the largest companies in the world, 600+ startups, startup pitches, hackathons and startup awards.

Now, it’s impossible to see all the speakers during these 2 days. However, from the speakers I did see, there were a few that stand out.


Krista Seiden – Measurement for Growth: The AAA Growth Framework


Krista Seiden is an Analytics Advocate for Google.


In her talk, she dug further into the possibilities of Google Analytics and Google Tag Manager with examples from personal experiences. She showed how tracking can help you to accelerate the growth of your company.


Setting up additional tracking can also help you to identify budget. Even when you think you don’t need it at first.


Obviously, this is a topic that is close to our heart, as data is the core of what we do.

Krista gave a similar chat on OMR 2018, which you can see here:

 


Jay Samit – Exponentials Disrupted: Strategies for Billion Dollar Success in the Era of Endless Innovation


Jay Samit is the bestselling author of Disrupt You!.


He went through how quickly innovation is progressing in our era and how you can benefit from this and grow your business.


Our favourite phrase? Data beats opinions.

Here’s a TedX Talk of Jay Samit to give you an impression: 


Craig Blair – A billion dollars was invested into startup Aus in 2018 – which companies got funded and why?


Craig Blair is a co-founder and managing partner of Airtree Ventures, an Australian venture capital firm.


At the end of day one, he gave an overview of the funding landscape in Australia in 2018.


Overall there are more dollars invested in 2018, which is good news for startup founders. However, a larger portion is going to Series A and B funding.


Seed funding is getting a smaller portion and this a trend that seems to continue. Investors seem to be investing in more mature companies than before.



Holy Chen – Paying for Growth: when should you use it and how?


Holy Chen is the Head of Digital at Slack.


She gave a talk about the many strategies one can use to drive growth. See dug in deeper in which marketing channels you should use, when you should start using them and with which tactics.


Again, just like Krista’s chat, this is a topic that is close to our heart.


April Dunford – Positioning for Startups: How to make complex products obviously awesome!


April Dunford is the founder of Rocket Launch Marketing. She is a consultant, entrepreneur, board member, angel investor and advisor.


She gave one of the most honest and funniest talks on StartCon 2018. With personal examples, she talked about how you can slightly tweak your products to make them awesome for your potential customers.


These tactics have helped her to build and grow several startups in the past.

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