Google Ads in 2021

Google Ads in 2021

We know you’ve heard it a million times by now: “COVID has dramatically changed the way marketers must do business online.” And while social media and “traditional” digital marketing avenues such as email marketing and website design are certainly important to keep in mind, Google Ads is another avenue you should consider trying out in 2021. COVID has also had an impact on how people are searching for things online, so the way you use Google Ads might (well, really it WILL) have to change as well.

When creating your Google Ads, they are some best practices to keep in mind. Sadly it’s not as simple as creating some compelling text copy to get someone to click! You have to make sure that your ad strikes that oh-so-fine line of being keyword-rich and also readable; that you have a creative landing page built out that the ad directs to; and that you’ve created a bidding strategy so your ads have a chance of making the coveted front page of Google. And that’s just the beginning!

Be sure the text in your ad is optimized for Natural Language Search (NLS). In a nutshell, this involves using text and words in “everyday language,” so basically, how you talk! This is getting more and more popular partly due to the increase in individuals using voice search to search for things online (think “Hey Siri..” or “OK Google…”). Using these long-tail keywords, which are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when they’re using voice search, will help you in optimizing your Google Ad. Google takes this into account when it prioritizes ads, so your best bet is to combine keywords with high potential for phrase matching with natural language.

It’s also important to make sure that your text for your ad does not repeat keywords (we can say it louder for the people in the back too)! Example of a “bad” ad copy: “Give your team digital marketing analysis tools with our data analytics solution.” It repeats keywords and offers no helpful solution at all, or accurately emphasizes what problem your company could help them solve. A better example would be: “Increase your client’s bottom line by up to 30% with our always evolving data system.” It sounds more natural, doesn’t repeat words, and clearly shows how it can help solve a problem. And, since it’s way easier to talk to your phone than try to type out a long, specific search phrase, natural language search doesn’t appear to be going away any time soon. (Side note: Google Keyword Planner is also a great tool to use when planning your Ad)

Automated Bidding. Love it or hate it, it’s one of the best ways to get to the first page of Google search results. This means that you need a bidding strategy. Surprisingly enough, you’ll set yourself up for more success if your bidding strategy involves automation. This handy graphic from Google Support helps lay the foundation for your bidding strategy. 

You might be thinking “Wait, I thought I could just ‘set it and forget it’ like my Crockpot dinner?” So this is kind of the case. You still might want to log in and evaluate the response that your ad is receiving and adjust the text accordingly. This approach has its benefits in that it can help you keep your cost down for the campaign and is an excellent way to get a feel for how Google Ads works. That being said, automated bidding where you start out with a cost-effective maximum spend can also give you the best shot at a well-received ad. In fact, Google offers smart automation for you to use that helps with your bidding.

Design your ads for mobile and desktop users. It might be easy to forget since the majority of us work from a computer, that people do a TON of searching from their phones (70% of all searches are on mobile devices, say what?!). The way a user searches also depends on the device they are using (remember how we talked about NLS above? You don’t really see people talking to their computers to search right?). You want to tailor your ads to the context and device by which you anticipate a user seeing them.

Evoking the “E” word in your ads. You guessed it: EMOTION. We all know it’s well-established and documented that evoking an emotional response in your audience is a MUST to get people to click. Sadly, you don’t have a lot of room to create an emotionally grabbing message in a Google Ad. But, you can still create an impression with the word choice and of course, your call-to-action (CTA). Be sure you are using phrases and words that match your branding. For example, maybe you’re a window cleaning service, so words like “faster,” “cleaner,” “shinier,” would resonate with someone looking for window cleaners. Like with your website, or any social media or email marketing, when you create the text for your CTA, you want to be sure you’re keeping the end-game in mind: what is the desired outcome from your ad? Is it a sign up for a newsletter? Is it a subscription? Is it a phone call? Always keep that in mind when you’re finishing off your Ad copy.

We know, that was a lot to take in and that’s not even the tip of the iceberg! Did you know that here at SocialKNX we can help you create amazing Google Ads to help drive business? Reach out today and let’s get started on making 2021 the year you get found on Google.

LOCAL SEARCH: How to show up in searches and keep SEEING STARS… 5 Stars

LOCAL SEARCH: How to show up in searches and keep SEEING STARS… 5 Stars

I’ve owned my own business for over 25 years, and we serve clients around the globe, so didn’t give much thought to our own local search marketing. Yes, I know, we are a marketing company, but I’ve always focused on creating content and staying active on social channels like Facebook, Twitter, Instagram, etc. But this year I opened a local coworking space, The Village Workspace, on top of running our marketing company (because why not open a space where people gather right before a global pandemic!) and that changed my focus completely around local search marketing not just for local brick and mortar companies, but for any business. There is a lot to consider and a lot you can do to help your business be more findable…especially a local business.

Here are the 5 steps you need to take (yes, NEED to take) to grow your business:


I am amazed at how many local businesses do not claim their accounts on Google, Yelp, Facebook or other local review sites. Perhaps it’s a lack of time or just a lack of knowledge. I often hear both from business owners who tell me they don’t have time to manage yet another social platform or they don’t want to get negative reviews so they don’t even go there.

Consumers are more tech-savvy than most businesses and they use the tools that business owners refuse to get on board with. This is just crazy! If you are running a business, you’d better learn to use the technology to connect with consumers or hire someone who knows how to do it for you.

I hear people say “I hate Yelp. People just buy fake reviews” or “I refuse to get on Facebook, it’s all political junk now.” Here’s the deal: It doesn’t matter what you like. It matters that your consumers are using these tools and talking about you whether you’re listening or not. If you are ignoring them, you will be missing opportunities or worse, you will miss out on the feedback people have to help you improve. Now, with that off my chest, let’s talk about how to do this.

To claim your business on most of these accounts, you can simply type your business name into the platform (example: Go to Google and type in your business name). If it asks, “Is this your business?” or if you don’t see a page or profile at all… Claim it! If it is claimed you will typically see a section on the right that opens up with reviews, photos, a map, and more information.

On Facebook, when you search for your business name, you may find other pages that customers have “created” when they “check-in” and didn’t find a page already. These become Place Pages and they stay there collecting comments and reviews until the business owner claims that business. Now you have to do clean-up work to merge or delete those pages. The price to pay for neglecting your social audience all these years.

local business marketing
If you haven’t claimed it, you will have to verify that it is indeed your business, with Google, Facebook, or the other sites by having an automated system call the number that is publicly listed for your business or mail you a postcard with a code on it. This postcard often gets tossed out with junk mail so be on the lookout for it. You have to follow the instructions on the postcard and enter the code to validate or verify the account. It’s kind of a pain, but it’s not rocket science. Get it done.


Now many companies that have done step one think that’s all there is to it. WRONG! You are just getting started. If you simply signed a lease or purchased a building but did nothing else to the space, you are not ready to invite customers in. The same holds true with your online accounts. You are now ready to build out the space to soon invite people in.

Be sure to fill out your profile on any social or review platform as completely as possible. Include lots of photos, videos (if they allow it), details like your contact information, your business hours, information about parking, or finding your entrance if it can be tricky to locate the door. Anything that you can do to make it easy for people to do business with you.

Photos are very important so don’t leave this to the few ugly photos you have with trashcans in the background or that are dark and creepy looking. (I’ve seen some photos on accounts –especially restaurants—that would keep me away for decades!) If you need to hire a photographer for a couple of hours, it’s worth it. Customers will often load photos of your business when leaving reviews and these will be added to your photo area on your profile. Be sure you are mixing in some nice, well-lit images on a regular basis.


Now that your place is looking sharp, it’s important to keep it that way. Don’t open the doors and then abandon the shop. Customers will likely post images to your Google account, along with their reviews. Be sure to check in on your accounts at least once a week, if not DAILY. Download the Google My Business App, the Yelp for Business App, or any of the sites you are using. They all most likely have an app to help make it easier for you to manage messages, reviews, and even upload new photos on the go and with ease.

If you are uploading regular images it will help to offset the occasional bad image of your business that gets loaded by customers. When I say “bad image” I mean those images of your business looking empty or with a dirty dish on the table. You can’t take them down, but you can help others see other images mixed in.


Many don’t realize that Google My Business took the place of Google Plus, in the sense of allowing us to load a regular post and lots of information on our business pages to connect and inform our customers.

While you don’t have to post daily, it is ideal to update your posts at least every 7-10 days. Google keeps your post “in circulation” showing it prominently on your profile for about a week. Make a point to add a new post each week sharing events, promotions, or information that answers the questions of your customers.

Reviews are a huge part of your profiles on any of these sites…thus the reason they are called REVIEW SITES. Now you may think that if you build it they will come, but unlike Kevin Costner, we have to do a bit more work to get regular reviews flowing to our cornfields. (If you have no idea what I’m talking about here, Google field of dreams and add it to your list of must-watch movies this weekend!)

Google and other review sites want to see that you have reviews coming in regularly. If you get 10 reviews the week you open, and the people posting the review all have the same last name as you, it may seem a bit suspicious. Get those initial reviews but then make a point to ask for reviews monthly…or weekly! It’s never a great sign when you see a few great reviews all posted three years ago and nothing since.

When a customer compliments you on the service they’ve received, thank them and then ask if they would mind sharing that on Google, Yelp or Trip Advisor. Let them know where you’d love to have that review posted. Even better have cards printed up with a reminder to ‘Share the Love on ________.’ Send them a thank you email for telling you about the service they received and add a link directly to your review page on your favorite review sites.

Let people know that it is super helpful to your business and how much you appreciate it! If you do this on a regular basis, you will keep those reviews fresh and growing. This will definitely help new customers to not only find your business when they are searching, but they will see how incredible you are!


The last step is to manage your local search account and reply to every comment or question left for your brand. Yes, this means even the negative comments or complaints. It’s terrible when I see a business page and there are comments or great reviews and no one has bothered to respond to them.

The absolute worst thing you can do is delete a negative comment. The person will either come back and post again with even more fury or worst, they will post somewhere else where you have no control. On Google and Yelp, you can’t necessarily just remove a comment left by someone, but you can on Facebook or other review sites. DON’T DO IT! This will bring out every troll hiding under bridges and they’ll be wielding pitchforks. They can be relentless and ugly. Instead, use negative feedback as an opportunity to make things right in the public eye. Let people see how you step up and fix a problem. This will do more for your reputation than having 25 glowing 5-star reviews. Let people know how much you appreciate their positive reviews.

So when you sift through the many hats you wear as a business owner and you set that marketing hat on your head, take some time to show love to your review sites and they will in turn, show you love right back!

What other questions do you have about marketing your business? We are here to help. Be sure to jump into our DIYsocial Facebook group for tips and answers to your questions.

You Don’t Need Social Media For Your Business


I attended a TweetChat recently where a question was thrown out, “Do you need social media for your business.”  The tweets were flying.  NEED is a strong word.  Do you NEED to be using social media for your business is like asking, “Do you NEED a phone for your business?”  “Do you need a website for your business?”  “Do you  NEED a fax machi….” never mind that one!  Social media tools, marketing, social marketing agency, community manager

What you need to be successful in your business are the current tools of the trade.  Sure there was a time when we NEEDED a fax machine to send contracts and receive important documents or spam messages from companies that wasted all of our black ink.  Times change, business changes and our tools must change as well.  Even our phones are less effective today than a few years ago.  People don’t answer phones or even have a receptionist that takes messages when you want to ignore incoming calls.  Today we have the ultimate gatekeeper…voicemail.

The great news is you have social media tools that allow you to gather information about your prospective clients, connect, and begin building a relationship with someone BEFORE you ever dial their number.

Here are 4 Social Media Tools and Tips to Get the Most Out of Them:

  1. LinkedIn

    • Subscribe to the company page of your prospective clients on LinkedIn
      This will allow you to be in the know of corporate happenings.  You can send a note or message to the person you are wanting to connect with, congratulating them on any big event.
    • Invite the person to connect.  Be sure to add a personal note letting them know you are interested in learning more about them and the work they do at XYZ company.  A personal note added to any social media invitation increases your chances of connecting.  Yes, you can follow the rules on LinkedIn and ask to be introduced as well. (I always opt for the BOLD approach but I’m very careful not to abuse any invitation.)
    • Pay attention to your prospects’ LinkedIn profile.  Even if you are not connected yet, you can see the updates on many profiles.  This could allow you to like or share content they have posted.
  2. Twitter

    • Find and follow any and all executives and prospective client contacts you can find on Twitter.
      Create a private list on Twitter and add these people to the list, allowing you to follow more closely what they talk about, what their concerns are and what is going on at the organization you are trying to penetrate.  (Sounds a bit like stalking, but let’s just call it “collecting business intelligence”!)
  3. Google Plus

    • See if your prospect’s company or anyone on the executive team has a Google Plus account or Google business page.  
    • You can “circle” a business page so you will receive any updates that are posted and for individuals on Google Plus, you (as an individual) can also circle them, like Twitter, in a circle titled prospects or potential clients. Be sure to +1 their updates and post a meaningful comment or two, where appropriate.
  4. Mention &/or Google Alerts

    • Mention and Google Alerts are important tools to help you keep tabs on what is being said about you and your brand or the brands you are wanting to do business with.  These tools will alert you when something is written about a brand you are watching, whether that is on a blog or a social media site that you may have missed.

There are many tools that help us do business today, and more emerge each day.  The key is to find and use tools that help you connect and build relationships.  What other new tools are you using?  We’d love to have you share them here in the comments…or you can send us a fax.


Download our FREE whitepaper “Build Your Business With Twitter” and discover ways to use this important social tool.

Build Twitter Following for business, social business, how to get more twitters the right way

Social Marketing Is Like Karaoke; Everyone Wants To Sing, But No One Wants To Listen

Social marketing, social media, help with social media for my business, social marketing for hotels


I think there are two kinds of people in the world, those who love Karaoke night at the local pub and those who would rather push pencils in their ears until they bleed.  Okay so there are probably one or two other kinds of people in this big world, like those who have had a few too many craft beers to really care, but generally speaking, you either love Karaoke or you don’t.  We’ve all probably met someone who just LOVES when they announce Karaoke time at the bar or the friend’s backyard pool party.  They have been practicing at home with their Starmaker Karaoke app for weeks, just waiting for their chance to take the big stage or corner of their friend’s backyard.  When the music starts they belt out Whitney Houston’s, “Greatest Love of All,” or Shania Twain’s, “Man, I Feel Like A Woman,” and the crowd goes wild …for the first song.  But by song number four or five, it’s painful.  Everyone is tired of hearing this wanna-be diva singing and they want her to take a seat, or a plunge in the deep-end of the pool.

In order for Karaoke to be fun for everyone, you’ve got to involve everyone.  Get everyone up singing together!  In the social media world, it’s not fun to have a brand singing the same old tired songs over and over, just pumping out their “great content,” their “webinar” or  “exclusive, last-day-to-sign-up, VIP only, event.”  How do you get others involved when you are using social media platforms?

Here are 3 Unique Ideas to Involve Your Community:

  1. Interview a customer, a supplier, or other thought-leader that your audience may find interesting. You can do this using Google Hangouts and have it load to your YouTube channel after for great post-event sharing, or use a voice-recording app like SoundNote for your iphone or iPad.
  2. Do a book review that your audience will find helpful and interesting–and not YOUR book either.  you can write this review up or…turn on that webcam and talk to the people!  You were just singing Karaoke, so don’t be camera shy.
  3. Find a business video and invite up to 10 of your customers or vendors to watch it together LIVE via Google Hangouts.  After watching it, you can facilitate a discussion or simply have some questions prepared to get the group discussing ways to incorporate the concepts into their businesses.

What other ideas can you come up with?  We’d love to hear them.  Step up to the comment mic and share. 

So come on…’fess up.  Have you been a Karaoke mic hog?  Is it time to let your community have a turn on the stage?  Who knows, they just might get up and SING YOUR PRAISES!  Check out the other resources and ideas we have for you on our site to help you connect to your audience! Let us know how we can help you get creative and build business using todays technology tools.  Let’s Connect!