Founded in 2009 by Chris Fawcett, Third Marble Marketing has been helping thousands of local business women and men increase their sales by implementing their unique brand of online advertising tailored for the needs of this type of business.
What makes them so special is their process: their agile methodology based on iterations that keep improving the lead gen allows them to increase their clients’ sales and optimize their investment return of marketing dollars.
Chris Fawcett, CEO of Third Marble Marketing, defines their approach as a process-driven service: “it’s a standardized, continuous process that implements the best practices on how to get more leads and conversions with Google Ads and SEO.”
They offer Google Ads management powered by this structured process, and in twelve years and through all the changes Google Ads has undergone, they have helped thousands of businesses make the most out of their advertising budgets.
We asked Third Marble Marketing what our readers should do if they are interested in improving their lead generation through Google Ads. What are the keys to set up and maintain a campaign that actually works? Chris Fawcett and his team gave us their expert recommendations to consider when you are running your own account.
Be patient
“If you’re expecting your Google Ads to work out of the gate, they’re not,” states Chris.
Google’s algorithm is now run by artificial intelligence, which means it is constantly evolving towards being beneficial for the end consumer, they explain.
This means that Google goes through a learning process to get to know your business, what it is about and what clientele it should direct your ads to, and this takes time both for the initial set up, and later, for any improvements or changes that you would like to do to your ads.
“If you set up a new campaign or even change an ad, you’re going to see this dip in performance, and then it goes up again. It’s like teaching a kid how to ride a bike,” they say.
Improve your website
Google’s “crawlers” (the programs Google uses to scan, index and acquire all the information to understand your website) are going to take a look at every page so Google can understand what your website is about.
That is why website optimization is key for Google Ads algorithm to work properly and faster. Just to say, if your website is about “italian food”, but it does not include the word “italian” a sufficient amount of times, how will Google know what it is about?
“If your website is not well optimized, or does not have the correct language or structure, Google’s going to start with the wrong parameters right off the bat.“, states Chris.
Another part of this optimization is the user experience. Since 2021, Google’s algorithm takes into account the feeling of speed and efficiency users get when they are browsing your website. How long does it take to load? How quickly does it respond when a user clicks on any element? Is it full of pop ups that annoy the user every time he clicks on anything? A seamless, pleasant experience is now part of what Google considers to improve the ranking of your website.
Start simple
Don’t clutter your Google Ads with lots of search terms your customers will only use once in their lives to try to find you.
“The most basic keywords are going to generate 80% of the clicks,” says Chris.
To set a simple example, if a sushi restaurant has their settings for the ads too broad, Google may allow a search like “Mexican restaurant near me.” Google’s default settings have the freedom to include that regardless of if that’s a good or a bad match to what your business actually offers. Clicks on that phrase not only cost you money, but also steal budget from good keywords like “local sushi restaurant.”
“You always have to consider the «Keyword Intent». Are your keywords driving people to your website that are ready to buy what you sell?,” states Chris Fawcett.
Start simple and build from there. Use the most evident keywords and create a text that makes sense with them, highlighting what makes you stand out of your competition, but don’t clutter it. Remember, basic keywords generate 80% of the clicks.
Stay on top of your Google Ads
Google Ads needs constant monitoring and optimization to get the maximum return on your advertising investment. Also, a good optimization process requires testing variations of your ads constantly. Making tweaks and testing them to see what gives you the best results.
“Google changes the system frequently, a set-it-and-forget-it strategy never works,” they state.
Of course, you have a business to run, and often this is too taxing for many small businesses that don’t have a dedicated collaborator to devote their time just to optimize Google Ads.
If you feel like you need help, feel free to call the Third Marble Marketing experts, they are more than ready to take your Google Ads account to the next level and help you bring those clients to your business.
