hi I’m Evan Carmichael welcome to the edition of ask Evan today I’m going to
edition of ask Evan today I’m going to
edition of ask Evan today I’m going to answer a question from one of our forum
answer a question from one of our forum
answer a question from one of our forum moderators and administrator actually GT
moderators and administrator actually GT
moderators and administrator actually GT who is asking question about online
who is asking question about online
who is asking question about online advertising so wrote insane I’ve always
advertising so wrote insane I’ve always
advertising so wrote insane I’ve always been a believer in the purpose and value
been a believer in the purpose and value
been a believer in the purpose and value of advertising but I’ve never been
of advertising but I’ve never been
of advertising but I’ve never been confident in pain for online advertising
confident in pain for online advertising
confident in pain for online advertising because of earlier attempts and
because of earlier attempts and
because of earlier attempts and promoting my business this way are not
promoting my business this way are not
promoting my business this way are not experiencing any success with it when
experiencing any success with it when
experiencing any success with it when you talk experienced marketers some say
you talk experienced marketers some say
you talk experienced marketers some say it works some say it doesn’t I say it
it works some say it doesn’t I say it
it works some say it doesn’t I say it might depend on where you advertise do
might depend on where you advertise do
might depend on where you advertise do you have any paid advertising online how
you have any paid advertising online how
you have any paid advertising online how do you side when and where to advertise
do you side when and where to advertise
do you side when and where to advertise and who to trust or believe the
and who to trust or believe the
and who to trust or believe the advertising operas and promotions GT so
advertising operas and promotions GT so
advertising operas and promotions GT so thanks for the question GT I know a big
thanks for the question GT I know a big
thanks for the question GT I know a big issue a lot of entrepreneurs face is how
issue a lot of entrepreneurs face is how
issue a lot of entrepreneurs face is how to promote their business and online
to promote their business and online
to promote their business and online advertising is actually one of the most
advertising is actually one of the most
advertising is actually one of the most effective ways if you do it right to be
effective ways if you do it right to be
effective ways if you do it right to be able to promote your business and if you
able to promote your business and if you
able to promote your business and if you look at any of these the surveys of the
look at any of these the surveys of the
look at any of these the surveys of the ink fastest growing companies in the
ink fastest growing companies in the
ink fastest growing companies in the country you’ll find that online
country you’ll find that online
country you’ll find that online marketing including advertising is one
marketing including advertising is one
marketing including advertising is one of the most cost-effective ways that
of the most cost-effective ways that
of the most cost-effective ways that they use to grow their business and one
they use to grow their business and one
they use to grow their business and one of the most effective anyways regardless
of the most effective anyways regardless
of the most effective anyways regardless of the cost to be able to market their
of the cost to be able to market their
of the cost to be able to market their companies so how I’ve done it and how it
companies so how I’ve done it and how it
companies so how I’ve done it and how it might recommend you to look into it is
might recommend you to look into it is
might recommend you to look into it is start looking at where you’re getting
start looking at where you’re getting
start looking at where you’re getting your current leads from and I’m always
your current leads from and I’m always
your current leads from and I’m always skeptical of dumping a lot of money into
skeptical of dumping a lot of money into
skeptical of dumping a lot of money into something and not seeing results so I
something and not seeing results so I
something and not seeing results so I hate spending money until I’m making
hate spending money until I’m making
hate spending money until I’m making money just a bottom line rule I hate
money just a bottom line rule I hate
money just a bottom line rule I hate putting money out until I’m making even
putting money out until I’m making even
putting money out until I’m making even a little bit of money in just to show me
a little bit of money in just to show me
a little bit of money in just to show me that it works and so at the beginning
that it works and so at the beginning
that it works and so at the beginning I’ll always invest a lot of time and
I’ll always invest a lot of time and
I’ll always invest a lot of time and effort into launching something and
effort into launching something and
effort into launching something and understanding and learning it before I
understanding and learning it before I
understanding and learning it before I put my dollars into it and I still do
put my dollars into it and I still do
put my dollars into it and I still do that to this day as much as possible and
that to this day as much as possible and
that to this day as much as possible and just try to put my time and effort
just try to put my time and effort
just try to put my time and effort instead of spending any money on it and
instead of spending any money on it and
instead of spending any money on it and if it gets to the point work and make a
if it gets to the point work and make a
if it gets to the point work and make a little bit of money on it then I’ll
little bit of money on it then I’ll
little bit of money on it then I’ll invest it to help it grow so what I
invest it to help it grow so what I
invest it to help it grow so what I would try to do here in this case and
would try to do here in this case and
would try to do here in this case and I’ve looked at it for my own business as
I’ve looked at it for my own business as
I’ve looked at it for my own business as well is I’ll start with where am I
well is I’ll start with where am I
well is I’ll start with where am I getting current leads from even if it’s
getting current leads from even if it’s
getting current leads from even if it’s not a lot and before I start spending
not a lot and before I start spending
not a lot and before I start spending money on one of the social network gains
money on one of the social network gains
money on one of the social network gains lights or online advertising I try to
lights or online advertising I try to
lights or online advertising I try to think am I making anything now and I try
think am I making anything now and I try
think am I making anything now and I try to make it work without having to spend
to make it work without having to spend
to make it work without having to spend any money on it so we can look at a
any money on it so we can look at a
any money on it so we can look at a couple examples I look at Google a look
couple examples I look at Google a look
couple examples I look at Google a look at facebook and look at LinkedIn these
at facebook and look at LinkedIn these
at facebook and look at LinkedIn these are all places where we’ve done
are all places where we’ve done
are all places where we’ve done advertising or now we’re currently doing
advertising or now we’re currently doing
advertising or now we’re currently doing advertising as well so Google you could
advertising as well so Google you could
advertising as well so Google you could do it through the AdWords account right
do it through the AdWords account right
do it through the AdWords account right you have your ID words on the side helps
you have your ID words on the side helps
you have your ID words on the side helps drive leads what I try to do first is
drive leads what I try to do first is
drive leads what I try to do first is see are you getting leads and business
see are you getting leads and business
see are you getting leads and business from the search side right if you’re
from the search side right if you’re
from the search side right if you’re getting some kind of business from
getting some kind of business from
getting some kind of business from google then it makes sense your
google then it makes sense your
google then it makes sense your customers are there and to investigate
customers are there and to investigate
customers are there and to investigate spending some money on advertising fuel
spending some money on advertising fuel
spending some money on advertising fuel to grow that if your customers are there
to grow that if your customers are there
to grow that if your customers are there that’s where you want to be spending not
that’s where you want to be spending not
that’s where you want to be spending not only your money but your time right you
only your money but your time right you
only your money but your time right you want to hang out where your customers
want to hang out where your customers
want to hang out where your customers are because that’s going to increase
are because that’s going to increase
are because that’s going to increase your conversions if you’re hanging out
your conversions if you’re hanging out
your conversions if you’re hanging out around non-customers and pain to get
around non-customers and pain to get
around non-customers and pain to get your image shown to people who are not
your image shown to people who are not
your image shown to people who are not your potential customers which often
your potential customers which often
your potential customers which often happens people just dump money into
happens people just dump money into
happens people just dump money into advertising then you’re probably not
advertising then you’re probably not
advertising then you’re probably not going to get a lot of great results
going to get a lot of great results
going to get a lot of great results right you want to hang out where
right you want to hang out where
right you want to hang out where customers are and spend your time and
customers are and spend your time and
customers are and spend your time and money they’re moding to them so if
money they’re moding to them so if
money they’re moding to them so if you’re getting some results from google
you’re getting some results from google
you’re getting some results from google through organic search then i would
through organic search then i would
through organic search then i would investigate on a small scale using the
investigate on a small scale using the
investigate on a small scale using the AdWords account and looking at
AdWords account and looking at
AdWords account and looking at investigating new keywords to help drive
investigating new keywords to help drive
investigating new keywords to help drive traffic to your site you want to be able
traffic to your site you want to be able
traffic to your site you want to be able to chalk it as much as possible to a
to chalk it as much as possible to a
to chalk it as much as possible to a lead so I don’t know start to a sale I
lead so I don’t know start to a sale I
lead so I don’t know start to a sale I don’t know what you’re selling exactly
don’t know what you’re selling exactly
don’t know what you’re selling exactly but the closer you can get to an actual
but the closer you can get to an actual
but the closer you can get to an actual sale the better and Google AdWords gives
sale the better and Google AdWords gives
sale the better and Google AdWords gives you tracking abilities to show which
you tracking abilities to show which
you tracking abilities to show which keywords are actually lead into sales if
keywords are actually lead into sales if
keywords are actually lead into sales if you actually sell a product then you can
you actually sell a product then you can
you actually sell a product then you can track it right to the sale you can tell
track it right to the sale you can tell
track it right to the sale you can tell how much money each keyword actually
how much money each keyword actually
how much money each keyword actually makes you if your consultant or selling
makes you if your consultant or selling
makes you if your consultant or selling the service then it may be hard to track
the service then it may be hard to track
the service then it may be hard to track a sale but you could track to see the
a sale but you could track to see the
a sale but you could track to see the contact us page so somebody who clicks
contact us page so somebody who clicks
contact us page so somebody who clicks on your contact page is more likely to
on your contact page is more likely to
on your contact page is more likely to be a client or at least a prospect then
be a client or at least a prospect then
be a client or at least a prospect then somebody who just hits your homepage and
somebody who just hits your homepage and
somebody who just hits your homepage and bounces so you want to be able to try to
bounces so you want to be able to try to
bounces so you want to be able to try to track your leads as much as possible
track your leads as much as possible
track your leads as much as possible it’ll show you quite clearly which
it’ll show you quite clearly which
it’ll show you quite clearly which keywords generate money and which ones
keywords generate money and which ones
keywords generate money and which ones don’t and the benefit of this which I
don’t and the benefit of this which I
don’t and the benefit of this which I really enjoy is
really enjoy is
really enjoy is you there’s two parts one if it works
you there’s two parts one if it works
you there’s two parts one if it works you can expand right so start with a
you can expand right so start with a
you can expand right so start with a small budget keep testing out on a small
small budget keep testing out on a small
small budget keep testing out on a small budget see if it works or not and if you
budget see if it works or not and if you
budget see if it works or not and if you know you’re getting organic searches and
know you’re getting organic searches and
know you’re getting organic searches and that’s leading to sales for you then
that’s leading to sales for you then
that’s leading to sales for you then there should be a way to make it work on
there should be a way to make it work on
there should be a way to make it work on the advertising side you just have to
the advertising side you just have to
the advertising side you just have to keep experimenting with it on a small
keep experimenting with it on a small
keep experimenting with it on a small scale again before you expand it if you
scale again before you expand it if you
scale again before you expand it if you can show that it can work on a small
can show that it can work on a small
can show that it can work on a small scale then you can dump more money into
scale then you can dump more money into
scale then you can dump more money into it to expand the other great thing I
it to expand the other great thing I
it to expand the other great thing I love about the AdWords side of things is
love about the AdWords side of things is
love about the AdWords side of things is if you think about your own experience
if you think about your own experience
if you think about your own experience you click more on the ads you click more
you click more on the ads you click more
you click more on the ads you click more on the organic results I’m or the
on the organic results I’m or the
on the organic results I’m or the organic results so the challenge here is
organic results so the challenge here is
organic results so the challenge here is it can be really hard to rank
it can be really hard to rank
it can be really hard to rank organically it take you a long time to
organically it take you a long time to
organically it take you a long time to rank organically for different keywords
rank organically for different keywords
rank organically for different keywords but if you can advertise for them and
but if you can advertise for them and
but if you can advertise for them and show that you’re making money from
show that you’re making money from
show that you’re making money from advertising then you can invest your SEO
advertising then you can invest your SEO
advertising then you can invest your SEO efforts in your content creation efforts
efforts in your content creation efforts
efforts in your content creation efforts in to try to rank for those keywords
in to try to rank for those keywords
in to try to rank for those keywords you’re not just showing up for the odd
you’re not just showing up for the odd
you’re not just showing up for the odd side but you’re showing up organically
side but you’re showing up organically
side but you’re showing up organically as well and that will help drive a lot
as well and that will help drive a lot
as well and that will help drive a lot more traffic so AdWords is a great way
more traffic so AdWords is a great way
more traffic so AdWords is a great way to be able to test different keywords
to be able to test different keywords
to be able to test different keywords before you start your SEO efforts in
before you start your SEO efforts in
before you start your SEO efforts in your content creation efforts on your
your content creation efforts on your
your content creation efforts on your own website so that’s Google if you look
own website so that’s Google if you look
own website so that’s Google if you look at Facebook’s we do a little bit of
at Facebook’s we do a little bit of
at Facebook’s we do a little bit of advertising there as well again same
advertising there as well again same
advertising there as well again same thing are your customers there you are
thing are your customers there you are
thing are your customers there you are you are the people who you want to reach
you are the people who you want to reach
you are the people who you want to reach hanging out on facebook if they are then
hanging out on facebook if they are then
hanging out on facebook if they are then that’s a potential option for you if
that’s a potential option for you if
that’s a potential option for you if they aren’t then don’t waste your time
they aren’t then don’t waste your time
they aren’t then don’t waste your time on it just because someone else is
on it just because someone else is
on it just because someone else is advertised on my facebook doesn’t mean
advertised on my facebook doesn’t mean
advertised on my facebook doesn’t mean you have to so you have to make sure
you have to so you have to make sure
you have to so you have to make sure your customers are there if they are a
your customers are there if they are a
your customers are there if they are a great thing about facebook advertising
great thing about facebook advertising
great thing about facebook advertising is you can really target your
is you can really target your
is you can really target your demographics well so with google all
demographics well so with google all
demographics well so with google all you’re doing is targeting certain
you’re doing is targeting certain
you’re doing is targeting certain keywords where with facebook you can
keywords where with facebook you can
keywords where with facebook you can actually target demographics so people
actually target demographics so people
actually target demographics so people who live in the United States to live in
who live in the United States to live in
who live in the United States to live in Canada or this certain age you are
Canada or this certain age you are
Canada or this certain age you are married or not or part of different
married or not or part of different
married or not or part of different groups have certain interests so you can
groups have certain interests so you can
groups have certain interests so you can really hone in on types of people who
really hone in on types of people who
really hone in on types of people who you want to reach a quick example that
you want to reach a quick example that
you want to reach a quick example that i’ll use for local business so my wife
i’ll use for local business so my wife
i’ll use for local business so my wife runs a salsa dancing company here in
runs a salsa dancing company here in
runs a salsa dancing company here in toronto and will have different events
toronto and will have different events
toronto and will have different events so sauce events with child events which
so sauce events with child events which
so sauce events with child events which is another type of dance and if you
is another type of dance and if you
is another type of dance and if you wanted to advertise for it you could
wanted to advertise for it you could
wanted to advertise for it you could pick people who live in toronto
pick people who live in toronto
pick people who live in toronto who have an interest in salsa or bachata
who have an interest in salsa or bachata
who have an interest in salsa or bachata or salsa music orbit chatter music and
or salsa music orbit chatter music and
or salsa music orbit chatter music and you can show those people in
you can show those people in
you can show those people in advertisement and so it’s a great way to
advertisement and so it’s a great way to
advertisement and so it’s a great way to be able to target people and promote
be able to target people and promote
be able to target people and promote different events compared to doing a
different events compared to doing a
different events compared to doing a search on Google so that’s a great way
search on Google so that’s a great way
search on Google so that’s a great way to be able to reach people again make
to be able to reach people again make
to be able to reach people again make sure your customers or that the last one
sure your customers or that the last one
sure your customers or that the last one I would look at is LinkedIn so something
I would look at is LinkedIn so something
I would look at is LinkedIn so something that we do a little bit of advertising
that we do a little bit of advertising
that we do a little bit of advertising on and with LinkedIn again you want to
on and with LinkedIn again you want to
on and with LinkedIn again you want to make sure you’re getting some traffic
make sure you’re getting some traffic
make sure you’re getting some traffic from there I’d invest your time in
from there I’d invest your time in
from there I’d invest your time in posting a linkedin posting on different
posting a linkedin posting on different
posting a linkedin posting on different groups try to get involved and see are
groups try to get involved and see are
groups try to get involved and see are you getting any kind of results here
you getting any kind of results here
you getting any kind of results here right if you’re spending some time and
right if you’re spending some time and
right if you’re spending some time and effort and you’re not getting anything
effort and you’re not getting anything
effort and you’re not getting anything back it may mean that your customers
back it may mean that your customers
back it may mean that your customers aren’t there and you know if you spend
aren’t there and you know if you spend
aren’t there and you know if you spend money in advertisements gonna be a waste
money in advertisements gonna be a waste
money in advertisements gonna be a waste of money so what I’ve done is we have
of money so what I’ve done is we have
of money so what I’ve done is we have our profile on linkedin and I’m active
our profile on linkedin and I’m active
our profile on linkedin and I’m active in a couple groups and we get some
in a couple groups and we get some
in a couple groups and we get some feedback from the members and it helped
feedback from the members and it helped
feedback from the members and it helped generate some business so we’ve done a
generate some business so we’ve done a
generate some business so we’ve done a little bit of advertising there and what
little bit of advertising there and what
little bit of advertising there and what I love about LinkedIn is you can target
I love about LinkedIn is you can target
I love about LinkedIn is you can target specific companies so you can say I want
specific companies so you can say I want
specific companies so you can say I want to work with if you want to target
to work with if you want to target
to work with if you want to target Microsoft you want to target Google you
Microsoft you want to target Google you
Microsoft you want to target Google you want to target hewlett-packard whatever
want to target hewlett-packard whatever
want to target hewlett-packard whatever the company is you can target those
the company is you can target those
the company is you can target those companies or ranges of employees so if
companies or ranges of employees so if
companies or ranges of employees so if you want to target fortune 500 companies
you want to target fortune 500 companies
you want to target fortune 500 companies you can say okay people with 10,000
you can say okay people with 10,000
you can say okay people with 10,000 employees plots and 5,000 employees plus
employees plots and 5,000 employees plus
employees plots and 5,000 employees plus you could target industries you can
you could target industries you can
you could target industries you can target job titles so if you want to be
target job titles so if you want to be
target job titles so if you want to be able to reach out to the HR managers
able to reach out to the HR managers
able to reach out to the HR managers across companies with 5,000 plus
across companies with 5,000 plus
across companies with 5,000 plus employees you can do that from LinkedIn
employees you can do that from LinkedIn
employees you can do that from LinkedIn and so again it allows you to really
and so again it allows you to really
and so again it allows you to really target your advertise in a way that you
target your advertise in a way that you
target your advertise in a way that you can’t do on Facebook and you can’t do
can’t do on Facebook and you can’t do
can’t do on Facebook and you can’t do through google so wherever you’re
through google so wherever you’re
through google so wherever you’re advertising online there are lots of
advertising online there are lots of
advertising online there are lots of opportunities you will the potential to
opportunities you will the potential to
opportunities you will the potential to make money but again i’d make sure that
make money but again i’d make sure that
make money but again i’d make sure that your customers are there if they are you
your customers are there if they are you
your customers are there if they are you hang out there spend the time get
hang out there spend the time get
hang out there spend the time get involved being active member of the
involved being active member of the
involved being active member of the community and if you’re getting some
community and if you’re getting some
community and if you’re getting some kind of leads even if it’s a little bit
kind of leads even if it’s a little bit
kind of leads even if it’s a little bit then it may make sense to ramp it up ooh
then it may make sense to ramp it up ooh
then it may make sense to ramp it up ooh advertising if you’re not making
advertising if you’re not making
advertising if you’re not making anything then I wouldn’t waste my time
anything then I wouldn’t waste my time
anything then I wouldn’t waste my time and my money by investing into an ad
and my money by investing into an ad
and my money by investing into an ad campaign when you do get Sarah with
campaign when you do get Sarah with
campaign when you do get Sarah with advertising start small prove that it
advertising start small prove that it
advertising start small prove that it can work before you dump a lot more into
can work before you dump a lot more into
can work before you dump a lot more into it so start small test again
it so start small test again
it so start small test again spend a lot of time refining your target
spend a lot of time refining your target
spend a lot of time refining your target market refining your keywords or finding
market refining your keywords or finding
market refining your keywords or finding your message and when you find one that
your message and when you find one that
your message and when you find one that works then it’s easier to put money into
works then it’s easier to put money into
works then it’s easier to put money into expand it so hopefully that helps GT
expand it so hopefully that helps GT
expand it so hopefully that helps GT good luck with your online advertising
good luck with your online advertising
good luck with your online advertising for those of you watching if you liked
for those of you watching if you liked
for those of you watching if you liked the video please give it a thumbs up
the video please give it a thumbs up
the video please give it a thumbs up makes one of them more of these videos
makes one of them more of these videos
makes one of them more of these videos for you and if you have a question for
for you and if you have a question for
for you and if you have a question for me I’d love be able to answer for you I
me I’d love be able to answer for you I
me I’d love be able to answer for you I leave in the comments below and if you
leave in the comments below and if you
leave in the comments below and if you just want to leave a comment this tell
just want to leave a comment this tell
just want to leave a comment this tell me what you thought about I really
me what you thought about I really
me what you thought about I really appreciate it too so thank you and I’ll
appreciate it too so thank you and I’ll
appreciate it too so thank you and I’ll see you on the next episode
”
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