September 17, 2014

Google AdWords—A Pre-Expo Primer

BizAugust13
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I’ve attended several seminars that have talked about how today’s bride is different from the bride just 10 or 15 years ago.

Back then, brides found your DJ business by going to a wedding expo or bridal show. They flipped through wedding magazines and Yellow Pages. The next key sources of discovery were referrals from other vendors. When it comes to getting a bride interested in your product, the game has changed drastically.

I’ve also seen this first hand in my own business. I think that most wedding magazines and certainly the Yellow Pages are nowhere near as effective as they were just a decade ago. Back then a bride was ready to buy when she opened the bridal magazine. Today, she is ready to buy when she sits at her computer and does a Google search. Google AdWords allows you to be seen when your prospective client is ready to make a decision!

I’m going to be presenting a seminar at the DJ Expo—Google AdWords & Your DJ Business. I’ll begin with a brief basic description of what AdWords is, and then will focus on more advanced tactics, like keyword searches and bidding strategy.

Below are some questions I anticipate attendees will have.

How much does it cost? How much time will it take? One of the things that I like best about AdWords is that you can control costs. You can set the upper and lower limits of your costs. So if you are having a slow month, bookings are less than you would have liked, and you want to lower your costs, a couple of keystrokes will save you some money. You can even pause your advertising if you want. On the other hand, if you have a good cash flow, and you’d like to up your spending, you can increase your advertising.

Do I need to know a lot about back-end computer stuff? None. It’s far more important to have a plan going into this form of advertising. AdWords wants to make this process as simple as possible for everyone, so if you can handle tasks as simple as email and basic search, you can handle Google AdWords.

How do I know what keywords to use? Keywords are what a client might type into their Google search in order to find you. So you want to put yourself in your client’s mind. What words would they type into Google to look for a DJ? Those are your keywords.

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