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5 Specific Inbound Marketing Tools You Must Use


Does this title sound familiar? You may be feeling a bit of deja-vu, and you’re right, we have covered this topic before. Not too long ago, we covered 5 Inbound Marketing Tools You Absolutely Must Use. And we stand by that. While we shed some light on the kinds of tools you must use, we didn’t delve into specific platforms that we believe in. Here, we’ll share five specific inbound marketing tools that will take your inbound marketing campaign to the next level, and why.

1. HubSpot

HubSpot's comprehensive suite of inbound marketing tools help you streamline and connect nearly every element of your campaign. Here are a few of the capabilities that a membership with HubSpot provides:

  • An intuitive control panel for easier website management
  • An analytics tool for your website
  • The HubSpot CRM for better lead management
  • Powerful content management tools

HubSpot has proven itself to be the go-to source for all things inbound marketing. Whether you plan on using this for yourself, or for each of your clients, HubSpot will not disappoint.

Inbound Marketing Week

2. LinkedIn

Social allows you to constantly remain connected with consumers on a human level that cannot be achieved by any other marketing channel. That being said, there are countless social networks, and not all of them can help your business. However, a few social networks are mandatory for inbound marketing. The likes of Twitter, Facebook and YouTube always get mentioned in this regard. LinkedIn, though, is less discussed for this purpose. This networking tool isn't just great for recruiting new talent and business partners. You can also find leads on LinkedIn. In fact, 65% of B2B businesses acquire customers through LinkedIn. Make sure that you aren't passing up on LinkedIn’s proven benefits.

3. Hootsuite

As we discussed in the previous section, you need to do well with social media for inbound marketing success. That being said, Hootsuite is a critical tool for any marketers who want to get serious about social. The enhanced efficiency provided by this tool will reduce errors, improve the quality of your posts and allow you to reduce the number of man-hours you dedicate to posting. It streamlines your social media endeavors in this way by doing the following:

  • Enables you to post to all of your social networks at once, saving countless hours
  • Monitors and compiles all activity generated by your posts
  • Analyzes your social media data so that you can get the timing, style and theme of your posts right

4. Moz

SEO is another critical element for inbound marketing success. Without it, most of your content would go unnoticed on the web. SEO is a complicated process all by itself, and it can be difficult to know where to start or manage all of its components. That's where Moz comes in. This powerful all-in-one digital marketing software provides you with a complete set of SEO campaign research, analytics and management capabilities, which are controlled by the following tools:

  • Moz Analytics (analyzes and compiles all of your SEO-related data)
  • Open Site Explorer (Identifies link building opportunities)
  • MozBar (Audits website compatibility with all major web browsers)
  • Fresh Web Explorer (Monitor's your websites ability to organically generate links)
  • Crawl Test (Audits your site for bad links, broken pages, etc).
  • Rank Tracker (Reports on where your page ranks for a given keyword)
  • Keyword Difficulty (Analyzes how difficult it is to rank high with a given keyword)
  • On-Page Grader (Audits the quality of your keyword usage)

Inbound Marketing Week

5. WordPress

As your inbound marketing campaign evolves, you will have to edit and manage your website. WordPress is the perfect tool for this, because it not only makes website management easy, but it has a reputation for working well with search engines -- to the benefit of your SEO campaign.

Like a construction worker, a marketer can do their job better when they have all of the tools they need. Using the tools discussed above will allow you to get the most out of your inbound marketing campaign.

7 Inbound Marketing Tips You Should Not Overlook


Successfully launching an inbound marketing campaign can seem overwhelming. Even when you think that you are doing everything right, your campaign can still miss the mark. In many cases, such lackluster results can be improved with only a few minor tweaks to your inbound marketing strategy.

1. Improve your blog

Content is the heart and soul of your inbound marketing campaign; the foundation here should be a solid blog. Simply having a blog, however, is not enough. Your competitors are starting to use blogs to gain traction online, so you must make yours stand out. You should do two things to make this happen:

Blog often

Increased blog consistency will strengthen your relationship with your current readers (they will come to see you as a reliable resource) and it will improve your search engine rankings.

Improve your topics

You must ensure that your topics aren't off the mark or blending in with everyone else's. Every industry has plenty of interesting things to discuss, and you should create unique blog posts based off of this.

Inbound Marketing Week

2. Be sociable

Your social media pages don't exist for you to become a detached, monolithic entity with countless followers. In fact, they are there for just the opposite. In order for your social networking pages to help you develop human relationships with consumers, you have to act like a human. Respond to people's comments and interact with recent customers often. This same logic applies to your blog and other channels in which your audience can send you comments or messages.

3. ALWAYS close with a call-to-action

Each piece of inbound marketing media has a purpose. Do not assume that your audience will know what that purpose is. Always include a call-to-action (CTA) that clearly outlines what they should do next. This will actually put you way ahead of the curve, because 70% of small business B2B websites do not include a CTAs.

4. Use a CRM

In addition to attracting sales leads, your inbound marketing campaign will also be gathering information about these people. Your sales and marketing teams can both benefit from this information. However, it is difficult to manage and communicate this information manually. By using a customer relationship management system (CRM), your entire team can effectively manage and distribute customer data gained from inbound marketing practices.

5. Optimize

All of that amazing content that you have created won't mean much if nobody ever sees it. Make sure that you are optimizing everything for better rankings on search engine results lists. Basic keyword targeting, for example, can enhance your inbound marketing results dramatically.

6. Create more landing pages

Landing pages are critical for expanding your website's accessibility, targeting specific groups and guiding consumers to the next stage in the buying process. The more high quality landing pages you have, the easier it is to connect with people, so you should be creating a lot of them.

7. Keep track of everything

As you know, analytics is critical for inbound marketing success. It tells you where your campaign is headed and what you need to do to keep everything going in the right direction. That being said, you can generate much better analytics data when you have a more complete picture of what is going on with your campaign; that is why you should track everything that you can.

If your inbound marketing campaign just doesn’t seem to be bringing in the results you anticipated, that doesn’t necessarily mean that you’re doing everything wrong. Many times, if you have the fundamentals right, there are just a few minor details that need improvement to lead to inbound marketing success.

Pasadena Inbound Lead Generation Workshop 

Does Your Online Advertising Pass the Test? 7 Things You Can Improve On Today



Although outbound marketing has lost some effectiveness, online advertising is still critical for maximum success when it comes to marketing your business and reaching your target audience. That being said, you have to do more than just throw ads out there in order to be successful. Here are 7 things that you can improve upon today:

1. Use multiple online advertising channels

It is easy to lean on a single high-powered advertising resource like Google AdWords, but this is a mistake. Although single advertising tools can get a lot done, none of them can do everything. For example, Google also has a remarketing tool, which displays your ad on a vast network of partner sites, and only targets people who visit your website. Take advantage of all the things available to you, and don't rely on just one tool to get the job done, because it won't. 

Inbound Marketing Week

2. Improve your landing pages

The purpose of an online ad is to get people to visit your website, but which page? Good landing pages will make your website 100% relevant to your ads, so that your can diversify your ads and increase your click-through-rate. People judge your landing page in less then a second, so it has to have a design that keeps people engaged. Here are the secrets to having more success with your landing pages:

  • Make your headline relevant to the original ad
  • Make sure that you have a landing page that matches each ad; if not, create new landing pages
  • Include relevant pictures whenever possible
  • Make your prose concise
  • Always close with compelling calls-to-action

3. Cut your company's name out

People don't care about your company. They only care about what your company can do for them. As such, including your company name in an online ad is a waste of precious characters. Instead, only include your online marketing offer in the ad.

4. Synchronize online advertising with inbound marketing

Running your online marketing strategies independently of one another is a mistake. Instead of only using your online ads to sell your products, use them to build deeper connections with consumers. For example, one of your marketing offers could be a free eBook, which gives you an opportunity to gain an inbound email contact. This will keep leads that need nurturing around and within reach.

5. Make mobile ads easier to use

80% of people use a smartphone to search the web. People also interact with the internet differently via mobile devices like these. Make sure that the mobile versions of your ads are providing consumers with the full array of capabilities that mobile devices provide. For example, you should add a click-to-call feature, which has a 70% engagement rate.

6. Carefully use hover ads

A few years ago, popup ads were a wildly popular form of online advertising. While they were effective, though, people hated them, so they eventually died out. In their stead, on-site hover ads have arisen. They are just as effective as popup ads and have received a more positive reception. However, you should note that when we say to use these carefully, that is exactly what we mean. An overly obtrusive hover ad will incite a visitor to leave, so make sure that people can easily exit your hover ads by clicking both a prominent 'x' button and outside of the ad space.

7. Make your ads urgent

Regardless of whether an ad is designed to further your inbound marketing campaign or close a sale today, make sure that people can feel a sense of urgency to learn more about how you can help them.

All of the tips in this article include a recurring theme: as with the rest of your online marketing endeavors, online advertising requires you to step back and consider how you can help consumers -- not the other way around.

25 Website Must Haves for Traffic Leads & Sales

Announcing Pasadena’s First Inbound Marketing Lead Gen Workshop


Inbound marketing agency Kinoshita Communications is hosting Pasadena’s first Inbound Marketing Week Workshop, part of Inbound Marketing Week, a global event featuring more than 60 marketing events to encourage sales and marketing professionals to meet and share knowledge on inbound marketing. The inaugural Pasadena inbound event will take place at:

155 N. Lake Avenue, 8th Floor
Pasadena, CA 91101
10am to Noon on Thursday, March 5

What is Inbound Marketing?

From attracting visitors to a website, to closing them as customers, Inbound Marketing brings the entire marketing funnel together. Marketers can think of it like a marketing hub where content, social media, contacts and email campaigns all come together in one place. The result is less hassle, more control and an inbound marketing strategy that actually works.

With a marketing campaign tied together in a cohesive strategy, sales and marketing professionals can get more out of every budget dollar. In 2013, a survey of more than 1,000 marketing professionals found that inbound marketing saved an average of 13% in overall cost-per-lead and more than $14 dollars for every new customer acquired. With Inbound Marketing, every activity is measured, and anything measured can be improved. Inbound Week will demonstrate what’s possible when email, SEO and blogging are tied to a purpose.

Pasadena sales and marketing professionals are invited to network, collaborate, and learn through a lead generation workshop taking place on March 5, 2015 at 10am. Attendees are invited to arrive early for networking and refreshments. 

Inbound Lead Generation Agenda:

Attendees will learn the philosophy of inbound marketing, how to grow their influence online, spend their marketing time more efficiently and how to lower their cost-per-lead and grow sales revenue.

10am: Networking

10:20: Inbound Lead Generation Workshop

11am: Case Studies & Group Discussion

11:20am Wrap Up & Summary of Lessons Learned

Noon: Networking Lunch

Inbound Marketing Week

Sales and marketing professionals are invited to register for this inbound lead generation event online at: Sponsorship opportunities are available, including participation as a featured speaker, logo use and opportunities to share gifts or material with attendees. Use the contact form on the Kinoshita Communication LLC website to receive a sponsor’s package.

Why Do Inbound Marketing?

We work every day as a marketing agency to justify the business case for our inbound marketing activities. We expect no less than a 3x-8x ROI on our work, and provide a monthly client dashboard to track the one-year customer lifetime value of all new sales our campaigns generate. That's how we show value for an inbound marketing investment. Our metrics are high ROI in sales leads and revenue, lower cost-per-lead compared and an increase the overall business value of the client's CPM budget.

When evaluating which inbound marketing consultant to use, ask how your consultant will be calculating the ROI of your campaign. Will you be measuring how inbound marketing compares to traditional lead generation efforts? If so, will you be measuring success on a cost-per-lead or cost-per-customer basis?

Inbound Marketing = Higher Quality, Lower Cost Sales Leads

In a survey of more than 1,000 marketers and sales professionals, new business leads coming from inbound marketing practices are consistently less expensive than outbound leads, regardless of company size (2014 State of Inbound Report, pg. 51).

In addition, inbound marketing was found to provide 54% more leads into the marketing funnel than traditional outbound leads (2013 State of Inbound Report, pg. 59). Among marketers spending more than $25,000 per year on marketing, respondents reported an average 13% savings in overall cost-per-lead compared to those relying on outbound tactics. 

About Kinoshita Communications LLC

Since 2007 Kinoshita Communications has been helping businesses with 5-25 employees build digital communities, grow your website traffic and turn more of that traffic into new business leads and sales. Their award-winning campaigns have produced outcomes in areas of awareness, visibility, word-of-mouth, engagement, sales leads and revenue growth. Contact an inbound marketing consultant at (626) 239-1771 for personalized inbound marketing tips you can put to work for your business today, and a better understanding of what results you could expect from an inbound campaign for your business.

25 Website Must Haves for Traffic Leads & Sales

The Best Advice You Could Ever Get About Google Adwords


Google AdWords

Being able to market your business online is a must. Thanks to its cost effectiveness, quantitative abilities, easy use and unlimited reach, Google AdWords is possibly the single most powerful tool for online marketing. Although AdWords does include some automation features, however, is not a set it and forget it tool. Succeeding with this tool requires you to use discretion with all of your related actions. That being said, here is the best advice you could ever get about Google AdWords:

You do not want to roll the dice with AdWords

Google AdWords' ease of use and reputation as a powerful Internet marketing tool can make it seem as though you can blindly throw your marketing dollars at it to reap its benefits. This, however, is why many failed AdWords campaigns generate no profits. As such, you cannot make any assumptions when using AdWords.

But knowing that you shouldn’t roll the dice with your Google AdWords campaign just isn’t enough. It’s important to know exactly how to avoid making this costly AdWords mistake. We’ve come up with four steps for you to follow with this invaluable piece of AdWords advice:

1. Determine customer demand

If people are not searching for a particular topic, then it will not help you very much to base your entire AdWords campaign around a related keyword. For instance, if you are an online shoe store launching a local AdWords campaign about snow boots, do not expect to yield positive results if surges in warm weather have pushed people in the locality towards searching for sneakers and flip flops.

You do not have to guess with this either. AdWords has a built-in keyword suggestion tool that provides a clear outlook on customer demand for a topic for you.

2. Test what content works best for your AdWords campaign

Simply assuming that a usable keyword and some relevant ad copy will work effectively is not a good idea. Instead, launch AdWords campaign that includes ads with varying copy. Test these ads against each other to determine with is most effective and adjust accordingly.

3. Create a timeline

How long should your AdWords campaign run to gain maximum benefits? Factors you need to consider are as follows:

  • Whether or not your advertised product is seasonal
  • Whether or not your AdWords campaign coincides with a special
  • Whether or not your AdWords campaign coincides with an event

In order to make sure that you do not waste money on ads made irrelevant by an expiring timeline, make the AdWords campaign itself end at the exact same time as the event. Do not assume that your team will remember to deactivate the campaign either; you could experience a surge in clicks in the time it takes you to put the campaign to a stop.

4. Create landing pages that flow seamlessly with each ad

If all of your AdWords ads link to the same page, you are assuming that your ad has closed the deal, and the visitor will scour your website in search of what they are really interested in. This is a huge mistake. Not only will Google penalize or reward you based on the relevance of your ad, but an ad that leads to something that is not 100% relevant to its copy will cause people to immediately leave your website.

Success with Google AdWords requires you to step back and carefully consider what you need to do

Despite its ease of use, power and low cost, you must treat a Google AdWords campaign like any other marketing endeavor. Carefully mapping out each step you take with AdWords will ensure success.

Inbound Marketing Week Pasadena

5 Things Everyone Gets Wrong About Online Advertising


Online marketing becomes more important every day. Most marketers know this and are marketing online as a result. The Internet, however, is a massive empire ruled by a handful of search engines and social networks; to succeed at online advertising, you must be prudent.

There are many clever things that you can try to make your online advertising campaigns more successful. Before you do any of these things, however, you need to avoid common mistakes. You will gain a huge advantage with your online advertising endeavors by avoiding the following five mistakes, because nearly everyone else is making them.

1. Underestimating the value of advertising on social networks

Despite the fact that there is a consensus among marketers that social media marketing is a must, only 20% of small businesses have used social ads in the past. Do not make this mistake for your online marketing endeavors. Current social advertising has fallen behind customer attention by 50%; this has created a $5 billion gap in how many opportunities online marketers -- including you -- are missing out on.

Online Advertising

2. Assuming that numbers will win the day

Too many online marketers assume that three billion Internet users is enough for an online ad campaign to be successful. Just throwing your company's name into the web, however, is not good enough. You must remember that there are also 1.2 billion websites out there (and counting). This means that you will be facing heavy competition for the attention of consumers.

3. Not understanding the value of a good landing page

In most cases, the primary goal of an online marketing campaign is to get Internet users to visit your website so that you can convert them into qualified leads. However, even a great online ad campaign will fail if you do not have good landing pages to back the ads up. This is due to the fact that when somebody clicks on an online ad, they expect the following web page to perfectly match what the ad sold them on. Any discrepancies, and they are likely to click away. What's more, if the following page is irrelevant enough for people to deem your ad to be deceptive, you could end up facing some trouble with the FTC -- even if it wasn't intentional.

For every online ad you post, have your web design team create a landing page that perfectly matches the copy.

25 Website 'Must-Haves' for Driving Traffic, Leads & Sales

4. Overspending

There are many powerful online advertising resources out there, including Google AdWords, the Google Display Network, popular websites and social media. That being said, none of these will be an effective tool for your online ad campaign if you blindly throw money at it.

Instead, optimize your investment in online advertising based on your total marketing budget.

5. Thinking online advertising will work by itself

Because of the way the Internet works, there is no such thing as a standalone online marketing channel. This is especially true for online ads. Inbound marketing, which cost 61% less per lead than outbound marketing endeavors such as online advertising, can also make your online ads more effective.

For example, linking some of your online ads to your social networking pages or blog posts (when it is relevant) will help you to indefinitely nurture qualified leads and build a long-term, reputable relationship with consumers.

Avoiding these missteps will make you look like a marketing genius

The most successful people start not by creating something new, but by finding out where other people failed and avoiding those mistakes. Using the same approach for online advertising will lead you to a long line of online marketing wins.

Still not sure where to begin with online advertising? Or maybe you need some help connecting your inbound marketing efforts to your online advertising campaign?  

Let Us Help!

Announcing the Global Inbound Marketing Event


Inbound Marketing Week is happening March 2-6 in multiple cities around the globe. This will be a series of evens happening simultaneously, and you can be join in on Thursday March 5th! Inbound marketing events are focused on helping professionals like you share knowledge and ideas about what's working best in their marketing strategy.

What is Inbound Marketing?

Inbound Marketing

From attracting visitors to your website, to closing them as customers, Inbound Marketing brings your entire marketing funnel together. Think of it like a marketing hub where your content, social media, contacts and email campaigns all come together. The result is less hassle, more control and an inbound marketing strategy that actually works.

With your marketing campaign tied together in a cohesive strategy, you get more out of every marketing dollar. In 2014, our average client increased their marketing ROI by more than 30% by doing more of what works, and less of what doesn't. With Inbound Marketing, everything you do is measured. And anything you can measure, you can improve. See what becomes possible when your email, SEO and blogging are tied to a purpose.

60 Events Around the Globe

We are spreading the word about Inbound Marketing in Pasadena. On March 5th we will be running the first Pasadena Inbound Lead Generation Workshop for businesses who need to generate more new business leads from their website and provide better, more sales-ready sales leads to their team.

We will talk about small businesses like Distil Networks and how companies like theirs are using Inbound Marketing to double the number of sales leads and increase revenue growth by 60% or more quarter over quarter.

Inbound Marketing the Entire Company Can Love

Distil Networks' co-founder Rami Essaid says Inbound Marketing played a pivotal role in the early growth of his start-up. Instead of putting off the practice of inbound marketing, Essaid embraced it. He started to understand why so many years earlier he'd heard about the importance of blogging and content creation.
 He encourages other start-ups to think about marketing differently, and to start as soon as you can. “It’s about more than content,” he said. Essaid maintains that using a software tool like HubSpot and starting your Inbound Marketing campaign early will “help you scale.”

While his entire company uses it in different ways, the greatest benefit of Inbound Marketing for Essaid, according to a recent case study, is the ability to leverage useful insights into the company's marketing activities, rather than just jumping from activity to activity or using gut instinct. As Essaid points out, data-driven decision-making is what drives real growth.

Inbound Marketing=Sales Leads

Inbound marketing is about generating qualified new business sales leads. Our Certified HubSpot Consultant will walk you through the process of creating a marketing campaign, show you how to get more return-on-investment (ROI) from your efforts and how to use social media and community-building to delight your customers, for even more referral business in 2015!

You'll learn how to:

  • Grow your network of supporters
  • Spend your time as effectively as possible
  • Improve your marketing
  • Grow your business in 2015

We will provide you with specific case studies, research studies, templates and a digital dashboard scorecard you can use to track your own progress over time.

This will be a power-packed workshop ending in a professional networking discussion, so share this event with other marketing friends and colleagues!

Inbound Lead Generation

Date: Thursday, March 5, 2015

Time: 10:00 AM - Noon

Location: 155 North Lake Avenue, 8th Floor, Pasadena, CA 91101

Inbound Marketing Week Pasadena


How Marketing Consultants Help Grow Business with Search Advertising


Learn about the value of digital marketing and how you can expand your online presence through smarter insights to grow your business.

Below is a presentation from Google #PartnersConnect LiveStream on Feb. 11 2015. Find out how you can grow your business with search advertising and claim your space in the social sphere!

Partway into the broadcast Fred Vallaeys talks about some of the features that make search advertising so powerful. For example, the ability to connect your AdWord groups to data like the weather, stock price, or a new inventory item. No more having to create new ad groups.


You'll meet Todd Rowe, Managing Director at Google, and Fred Vallaeys, GoogleAdWords Evangelist. Todd directs one of the world's fastest growing sales organizations worldwide and is responsible for selling Google'sAdWords, video and mobile products to small- and mid-sized companies through third parties in 25 countries. Mr. Rowe will be talking about how to leverage technology to thrive and is a frequent keynote speaker at technology conferences.

Fred Vallaeys will help you better advertise your business online. Fred will talk about how small businesses can navigate the Web and expand their online presence through smarter business intelligence and insights.

We work with AdWords every single day, and you can ask us about your particular business and situation.

Let us create a specific plan for your business that includes Adwords, Google Analytics, claiming your spot on Google my Business and getting more business from mobile and social.

Just click the "Contact" link on our website or call us toll free: 877-239-3067. You might also be interested in the following eBook, 25 Website 'Must Haves' for Driving Traffic, Leads & Sales.

25 Website Must Haves for Traffic Leads & Sales

20 Resources That Will Make You Better at Google AdWords


Although you only pay for results with Google AdWords, benefiting from this powerful PPC tool requires you to do more than sign up for its services. Here are 20 resources that will make you better at AdWords:

Learning How to Use AdWords

1. The AdWords Help Center

This is the official learning tool for Google AdWords, where you can learn the basics about the online marketing tool.

2. Inside AdWords, The Official AdWords Blog

Google discusses the latest happenings and best practices in digital marketing, especially regarding AdWords.

3. AdWords for Dummies

The For Dummies company does a great job at breaking down how you can make the most out of AdWords. They provide a book and online video resources.

4. Trial and Error

One of the best ways to learn how to get the most out of Google AdWords is to use it!

5. PPC Hero

This blog provides regular online advertising news and strategy tips; many of their posts are focused around getting the most out of AdWords.

6. Certified Knowledge

Certified Knowledge provides several resources designed to enhance your AdWords knowledge, including a blog and online videos.

Join us for  Google Partners Connect!

Making AdWords Easier

7. AdWords Editor

This powerful tool, which is provided by Google, provides you with a long list of AdWords campaign management and editing tools.

8. Google Wonder Wheel

This is a contextual targeting tool that makes it easier to connect your AdWords campaign to relevant searches.

9. The AdWords Traffic Estimator Tool

This tool, which was recently integrated into the Google AdWords Keyword Tool, makes projections about which keywords will receive the most traffic.

10. The AdWords Wrapper

This tool automatically "wraps" your keywords and key phrases into quotation marks and brackets for exact match and phrase match purposes.

11. Google Trends

This tool keeps your keyword data more up to date by telling you which keywords are most popular at that moment.

Making AdWords More Effective

12. The Google AdWords Keyword Planner

This resource helps you enhance the effectiveness of your campaign by providing statistics and analyzing the potential performance of a keyword.

13. Google Display Planner

You can fully leverage the power of the Google Display Network with this resource. It generates ideas on how to best use the Google Display Network based on your customers' interests.

14. WordStream

This solution provides a variety of PPC tools, including an AdWords analyzer that grades your current campaigns and makes recommendations on how to improve them.

15. Google Ad Preview and Diagnosis Tool

This resource provides you with live views of your ads (without paying for any clicks) and analyzes how you can improve it.

16. A good web design team

Landing pages are critical for the success of your AdWords campaign. A good landing page requires some strong web design skills.

17. A good copywriting team

After someone clicks on your ad, they will judge whether or not your website is right for them in seconds. The copy on your landing page is a huge factor in this regard.

18. Google Website Optimizer

This Google-powered resource helps guide your layout, web design and content for more effective results for both your AdWords and SEO campaigns.

19. The Keyword Typo Generator

This resource analyzes your keywords and provides common typos that you should consider using for your AdWords campaign.

20. A good inbound marketing team

Although as a PPC tool, AdWords is technically an outbound marketing tool, it uniquely uses Google Search to provide better results for searchers and savvy advertisers. This is something a stellar inbound marketing team will be able to help you execute and manage. 


5 Most Expensive Mistakes To Make in Google AdWords


Google AdWords

Google AdWords is one of the most powerful advertising tools at your disposal. It combines the benefits of both outbound and inbound marketing, while ensuring a visible place for your company's ad on the largest search engine in the world. That being said there are still ways to waste money with an AdWords campaign – let's take a look at the seven worst mistakes that you can make on Google AdWords.

1. Not setting a solid budget

A few cents per click can seem inexpensive. However, when you factor in the fact that there are over three billion people on the web, two-thirds of which use Google to conduct their online searches, it becomes very clear that a few cents can turn into thousands of dollars in no time. Incrementally increasing the amount that you spend on AdWords can cause your money to disappear as quickly as if you had spent too much time in a casino.

In order to prevent your company from overspending on Google AdWords, you must set a hard and fast budget and stick to it, no matter how tempting it is to invest just a few more dollars. Increasing your AdWords budget should come after you have analyzed your current campaign and accurately determined that doing so is reasonable, not during the campaign itself.


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2. Not setting a timeline for your AdWords campaign

Why are you marketing on AdWords? It is likely to promote a sales promotion, company event or to create a surge in sales. You know when the timelines for all of these things are; if you don't incorporate that into your AdWords campaign, then you will end up wasting money on clicks long after the timeline has ended.

3. Making your ad copy too complicated

People will determine whether or not your ad interests them in less than a second. If you make your ad copy too complicated, then they will look away before they even know what you are advertising. Always cover one point while keeping it short and simple.

4. Forgetting about your keyword in the ad copy

When someone browses the results from a search, they are doing so with their typed keywords in mind. By excluding primary keywords from your ad copy, you are effectively causing searchers to dismiss your ad all together.

5. Making your ad too broad

You want to generate sales leads from as many clicks as possible. If your AdWords ad is focused around two-dozen keywords, then you are making your ad too broad. It becomes impossible to accurately target an audience with that many keywords. As a general rule, keep your keyword total between five and twenty.

All of these AdWords mistakes can be prevented with a little bit of planning. Take your time with your campaigns, and make sure you’re executing them to the best of your ability, without overdoing it.

Still have questions about your Google AdWords campaign? It just so happens we're hosting a livestream, Google event on February 11th! Learn from Google AdWords evangelists and our in-house marketing expert! 

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