On the mockup, we can see a bike station in the big city. You can put your advertisement on this bike. Show your project in an original way.

Free PSD workplace mockup built with Photoshop smart objects. Just place your design inside the smart objects. Feel free to use them.

You may also like out other PSD mockups:

• Woman and man cowork in a restaurant patio – free mockup
• Designer workplace scenery – free mockup

This free mockup PSD is a royalty free stock picture. But crediting the author will be warmly welcomed

ż­·˘k8Ć콢Ěü is a free project management system & free invoicing app which helps design teams set & accomplish their everyday goals.

Check out our and profiles and don’t forget to follow.

The 6 most common Google Ads mistakes entrepreneurs make

1. Using keywords that are too general

Generic keywords such as “books” and “shoes” tend to have high CPCs, which is the average amount you pay per click. Not only is such a word expensive, but it can also make your ad appear to people who are not interested in shopping at all. After entering “shoes” on Google, we do not always feel like shopping. Sometimes we want to check what is fashionable now, get inspired, or… look for a photo for presentation. The reasons are really different.

Moreover, too general keywords do not accurately describe the advertised product. There are different types of shoes: women’s, men’s, wedge-heeled shoes, trekking shoes, running shoes, black classic stilettos … Will the person who clicks on our advertisement find the goods they are looking for in our store?

For example, the average cost of clicking for the word “women’s shoes” is USD 0.15. If, for example, 500 women who are looking for leather boots click on the advertisement, while only women’s sports sneakers can be bought in the store, not only will none of them make purchases, but we will have to pay over USD 45 for such an advertisement.

How do I know which words to use? In addition to the Google Keyword Planner, we recommend opening Google Analytics and checking what words users most often enter in the search engine on the website.

2. Focusing on the number of clicks

Some entrepreneurs advertising online with Google Ads choose short, generic phrases because they want their ad to be shown to as many people as possible. “Maybe then more people will click on the ad,” they tell us, hoping that one of these people will accidentally be tempted to shop. And maybe some person will be tempted. But what about the 499 others who clicked on the ad and did not leave a single USD in the store?

Instead of the number of clicks, focus on conversion. Perhaps the phrase “French language school Madrid” will be entered in Google by fewer people than the phrase “Madrid language school”, but we will be sure that our ad will be clicked by people who are determined to learn French (which we offer), and not, for example, Norwegian language (which we do not offer). Statistically, the most conversions are made by users who enter less popular keywords in Google – because they have a clearly defined search target from the very beginning.

Speaking of conversion, it is worth ensuring that the advertisement directs the user directly to the catalog or a special contact form – but more on that in a moment.

3. Directing traffic to the home page

Each ad on Google should direct the user to a specific page where they can convert: buy a specific item or leave their contact details. However, we have noticed that entrepreneurs like to drive traffic to the home page – most often they do it so that users can see their full offer.

Unfortunately, ads that encourage you to buy a specific item and then redirect a potential customer to your homepage tend to have a high bounce rate. This is because users who have clicked on your ad want a quick fix. If an advertisement encouraged them to buy a book, they want to watch the book (check description, availability) and then buy it as soon as possible. If they are looking for quick IT help, they are not interested in the fact that a given IT specialist also deals with website positioning. They don’t want to waste time on extra activities. So if they don’t see what they’re looking for when they click on the ad, they’ll probably just shut down the page and go somewhere else.

Again, you will have to pay for clicks that did not generate profit.

4. Not using negative keywords

One of the elements of proper Google Ads campaigns is the use of negative words.

Suppose you run a website where you sell expensive, exclusive women’s jewellery: rings and earrings. It’s a good idea to prevent ads from showing to people looking for bracelets or jewellery that are cheap, that is, to people looking for products that you don’t offer. All you have to do is add “bracelets”, ” jewellery ” and other similar keywords to your campaign or ad group. Thanks to this, your ads will reach people who will be most interested in purchasing, and you will reduce costs and increase conversion on the website.

5. No geolocation

The most common mistake in Google Ads committed by small local businesses, such as florists, car mechanics, or brick-and-mortar stores, is that they do not sell by mail order. How many times after entering the phrase “plumbing services” in Google and clicking on an advertisement, the website of a plumber, located on the other side of your country, opened? The average cost per click for the word “plumber” is $ 3.52. If 150 people from Seattle click on an ad for a plumber from San Diego, the ad will cost over USD 500.

Location targeting enables you to show your ads to customers who are interested in shopping and, above all, have a real opportunity to make that purchase.

For large cities, it is worth additionally advertise using districts or regions. You can also apply an area around a location, that is, show your ad to customers who are within a certain distance of a certain location.

6. Don’t consider ROI when planning your ads

Entrepreneurs who build Google Ads campaigns often focus on driving traffic, but they don’t pay attention to which type of ad generates the most sales. This is a mistake because it can save you a lot of money.

How to calculate the return on investment? Suppose you sell insurance. Your costs are advertising costs and your profit is the sale of each insurance. If 10 clicks on a given ad translate into 1 sale, and 1 sale guarantees you 100 Euro, then 1 click generates on average 10 Euro of income. Now check how much 1 click costs you and think if this amount is profitable for you. Check out the other ads to see which one guarantees the best ROI. Disable ads that generate too much cost and increase your budget for those that generate the most profit.

ROI analysis allows you to avoid investing money in ineffective marketing activities, as well as to get to know your customers’ behavior better (what they buy most often, what they are interested in, etc.), which is very helpful when planning the next ads.

By analyzing your ROI, you can easily see which ads are performing best and which are not profitable.

Incompetent campaigns in Google Ads can generate high costs, and thus discourage entrepreneurs from using this type of advertising. Meanwhile, advertising in the search engine – if conducted well – is one of the most effective methods of reaching customers.

Excellent, now you’re aware of the most common mistakes you can make using Google Ads. This is a wonderful tool, which potential shouldn’t be overlooked. Be sure to understand Google Ads advertising opportunities.

Especially the latter may be problematic for Google. Because – although the search advertising market undoubtedly belongs to Google – Amazon is the only one that has the potential to shake this status quo. EMarketer analysts predict that over the next two years, Google’s share of search advertising revenue will decline, while Amazon’s share – on the contrary. Why? Google knows almost everything about us, but Amazon knows what we want to buy, and it is the purchase intentions that are easiest to monetize.

Google is aware of the threat and does not intend to give up the field without a fight. Recently, we could observe the intensified Google Shopping offensive, which is slowly becoming a fully-fledged marketplace, as well as Google Image, which supports the still fledgling but promising trend of visual search.

However, there is still a long way ahead. What advertising opportunities does Google Ads give here and now to small and medium-sized businesses?

What is Google Ads and how to use it?

Google Ads (formerly: AdWords) is a Google advertising platform launched on October 20, 2000, under the name Adwords. In 2018, it changed its name to Ads to indicate that text advertising is no longer the dominant form at a time when users are increasingly using the Internet on mobile devices. People quickly move from searching for products to watching videos, browsing content, playing games, and many more Google has translated in press releases.

Google Ads allows you to display ads in:

Thanks to advertising on Google, we can reach – on the one hand, a very wide range of recipients, and on the other – segment them by gender, age, or online behavior. This allows you to target your ads to the audience that may potentially be most interested in purchasing a given product.

How to use Google Ads advertising opportunities?

The entire system, while it may seem overwhelming at first, is very democratically designed. First of all – we pay only for the effect, i.e. per click or impression, so campaigns can be run even with minimal budgets.

Secondly, for some time now Google has been pushing hard for automatic solutions to help optimize the campaign so that it brings the best results. Thanks to this, the entry threshold in Google Ads is really very low, because many elements (e.g. rates for clicks) are regulated automatically based on information that is entered into the system.

This saves a lot of time and, according to Google, also money. According to the giant’s internal data, thanks to the use of intelligent solutions, advertisers record an average increase in the number of conversions of 30%.

Advertising in search results (Google Search Network – GSN)

Search results advertising is the most basic advertising format in Google Search. It includes the so-called paid (or sponsored) search results that appear above the organic ones, i.e. those that have naturally earned their position.

Sponsored results appear in response to given keyword phrases entered by users, but with targeting, you can specify who is to see them. You can narrow down the audience to users with specific interests and needs, as well as select devices on which to display it.

Ads on the search network (Google Display Network – GDN)

Google Ads advertising opportunities appear not only in search results. It can be displayed also in the so-called search network (Google Display Network – GDN). Hundreds of blogs, websites, forums, and information services are associated with this network.

Search network ads differ from text ads mainly in form. These can be text, graphic, or multimedia ads, targeted by, for example, age, gender, interests, but also the place of emission. Therefore, the network allows us to increase the reach of our advertisements, which makes this advertising form suitable primarily for building brand awareness on the Internet.

Gmail ads

Gmail ads appear in your inbox on the “Offers” and “Social” tabs. They are marked, but when clicked, they open in the same way as e-mails. They may contain graphics, videos, or forms.

YouTube ads

YouTube is the second – largest internet search platform (right after Google) and offers more and more advertising opportunities.

Depending on your goals, you can use:

• Skippable in-stream ads
• In-stream ads that cannot be skipped
• Bumper Ads
• Discovery ads
• Masthead Ads

YouTube ads can be targeted using keywords, use demographics such as age, gender, or create audience segments based on your own guidelines. YouTube also allows you to reach viewers based on their past interactions with selected videos, TrueView ads, or a YouTube channel.

Google Shopping

Google Shopping is a sales platform that – once treated in a neglected way – today is gaining momentum and is becoming an increasingly important channel for e-commerce. Why? It responds to the needs of the most determined users who already know what they want and want to pay for it. In Google Shopping, they can immediately see how much they will need, which shortens their path to conversion.

Be careful and don’t commit any of the 6 most frequent mistakes entrepreneurs make in Google Ads!

How to promote a small business on the Internet?

1. Company blog, long tail, and promotion of the company on the Internet

One way to promote your small business on the Internet is to start a corporate blog (as long as your business has a website on the web). As various researchers show, companies that blog have about 55% more visitors. And increasing your blogging frequency from 3-5 times a month to 6-8 times a month will double your potential customers. Google likes unique content. And it’s good if they are created in accordance with SEO principles.

For small businesses with their creation will be important for the positioning of the long tail phrases (the long tail), or multi-word phrases, and thus less popular. Positioning for very general phrases (one-, two-word) may turn out to be a breakneck task because breaking into the TOP10 in the search results will be almost a miracle. Therefore, when trying to promote a small company on the Internet, it is better to bet on the long-tail phrase “replacing windows after insulating the building” or “women’s running shoes” than just general keywords: “Window replacement” or “sports shoes”.

Free keyword search tools include Google Keyword Planner, Google Search Console, Ubersuggest, Keyword Tool, or Answerthepublic. If you don’t have time to create your own content, you can outsource it to someone else. For this purpose, you can use special websites where you can order specific texts.

For more useful tips see our article: SEO copywriting – 7 things to remember when creating SEO friendly content.

2. How to promote small business on social media

The next way to advertise your company on the Internet is through social media, which probably does not surprise anyone today. For the company, having a corporate fan page is not so much a choice as it is almost a “sacred duty”. Although, before setting up a business profile, it is worth checking whether Facebook is used at all by our target group, i.e. the group to which we target our product. If we address our offer to people aged 65+, we probably won’t find them on social media. However, if there are millennials among our clients, it is worth taking advantage of this fact. The implementation of a deliberate communication strategy will allow you to attract a wider group of potential customers. When running a fan page, it is worth taking care of, among others for visual consistency, the regularity of posts, or creating special promotional campaigns for fans.

Promotion of the company in social media will be more effective when, in addition to the company’s Facebook account, we set up an Instagram or LinkedIn profile – depending on the type of business. This will have a positive effect on building our brand on the Internet. If we care about the image of a professional and expert in a given field (e.g. in the IT industry), then we should choose LinkedIn. However, communication in this medium should differ from that carried out on Facebook or Instagram. Here it is worth focusing on valuable and professional content, e.g. providing a link to an interesting webinar or an industry article.

As a Chinese proverb says: “One image is worth more than a thousand words,” so consider a business account on Instagram. It can be a great way to advertise your business on the web. It will work primarily in those businesses where it is easy to find photos (florist, e-shop) that can help promote our products and their values. Also, Instagram – thanks to a less formal nature – allows you to show the company from a completely different side, “from the backstage”.

3. Google My Business – free promotion in the network

How to promote local businesses using Google Maps? It’s not difficult, and it turns out a way to free promoting the company on the Internet. All you need to do is create a profile in Google My Business and it will be visible in the search engine and Google Maps. This, in turn, is a simple way to attract new customers. Creating such a profile is especially important in the case of companies that have their own stationary points.

4. E-mail footer and company advertising on the Internet

It seems to be a complete detail, but the footer in the e-mail can also influence the promotion of the company on the Internet, especially if I send a lot of these e-mails in my business. Therefore, it is worth making efforts to ensure that the footer is attractive both visually and in terms of marketing, and must contain the correct link. If our offer changes and we have a special promotion or contest for customers, it is also worth updating the footer regularly.

5. Google Ads and Facebook Ads – paid online advertising

Google Ads and Facebook Ads are the two main ways to get paid advertising for your business on the Internet. Each of them has its pros and cons. Google uses a larger number of people. Its advantage is also the fact that it is more “intuitive” in displaying advertisements, reaching the audience in the right place and time. However, the promotion costs in Google Ads are also generally higher than in Facebook Ads.

Therefore, in the beginning, it is worth allocating a small budget and creating a campaign for testing purposes in both Google Ads and Facebook Ads. This way you will find out what will work better in your business. You will also get to know your customers better, their needs, as well as the accuracy of the selected key phrases and the competition. Perhaps it will turn out that devoting large sums to advertising is pointless, especially if our main rival is a brand with a large budget.

How to promote a small business on the Internet?

Much has been written about promoting the company on the Internet. And even if the above 5 tips will not make your business appear in the TOP10 in Google search results overnight, it will definitely help build a brand and have a positive impact on online visibility. Most of these tips can be implemented on your own, with little or no budget and, of course, “a little” work and will.

What is LinkedIn?

First of all, you need to understand how it differs from its social media competition. It is very different. The founding idea of LinkedIn was to enable specialists to build a valuable network of contacts. Initially, it was mainly used for job search, but from a mere recruiting platform it quickly turned into a social network for comprehensive personal brand building. However, it still allows for establishing contacts: employers with employees, specialists with other specialists, and brands with their potential customers.

However, LinkedIn requires caution. While the trade is already booming on Facebook and Instagram, and users have gotten used to the fact that their friends’ content is mixed up with ads and sponsored posts, direct sales activities on LinkedIn make no sense. Even taking into account the fact that the website has already provided a function that allows you to invite friends to follow company websites, it is worth using it carefully. The messages should still be personal in nature and focus more on establishing a relationship than converting. However, users should be interested in establishing relationships by providing them with valuable content.

Lead generation and employer branding on LinkedIn

And there’s no room for improvisation here. Using LinkedIn in business marketing requires well thought out strategy. Content should be well thought out, really useful, and preferably branded with the name of an expert in a given field. Importantly, you should forge your “expertise” not only by creating content (articles, infographics, videos) but also by engaging in industry discussions; provided, however, that we can add value to them.

Companies can also use LinkedIn for content marketing activities, publishing texts announcing the addition of new employees to the organization, presenting their profiles, and showing CSR sensitivity. But that’s not all. A platform is also an ideal place for lead generation activities. It will not be an exaggeration to say that companies operating in the B2B sector cannot afford to neglect it.

The process of collecting leads, however, can be carried out in two ways: using the personal network of contacts of a company employee or using paid advertising forms. In the latter case, however, you need to prepare for considerable costs and a lot of work to turn them into profits.

LinkedIn for business marketing in practice

Sponsored posts

Sponsored posts are nothing less than organic posts that have already been posted on your profile, and – for a fee – can simply reach far more people. This way, you can redirect traffic to your website or corporate blog using the following formats:

• single image ad, i.e. single text and graphics,
• video ad, i.e. video material that allows to increase engagement among platform users,
• carousel, i.e. a sequence of images that tell a brand story.

Direct inMail messages

By delivering personalized, private messages directly to LinkedIn users’ inboxes, you can increase both the number and engagement of your prospects.

Messages consist of a greeting, a CTA (call to action) button, and content that should encourage the user to take the desired action, such as downloading a report. These types of messages are purchased on a “cost per-send” basis, which means you pay for each message delivered.

Text ads

They are similar to regular search engine ads such as Google Ads or Bing Ads. They are billed in the CPC or CPM model and allow you to create multiple ads within one campaign.

Text ads are ideal if you want your campaign to get started quickly, and be easy to set up and manage. They tend to have lower CPM compared to other formats, yet they are great at increasing brand awareness.

Dynamic ads

Highly personalized dynamic ads can entice users to like your company’s page, apply for a job, leave a contact, and/or download material. Two formats can be used:

• follower ads (to gain new followers of the company profile)
• spotlight ads (to redirect traffic to an external landing page)

Dynamic ads are a very effective way to increase traffic to your landing page as they dynamically generate format using information from your profiles. A personalized message has a better chance of reaching.

Lead generation forms

Lead generation forms are displayed in News Feed and look very similar to sponsored posts. They work as standard: the user has one click to access all their data, which is automatically imported from his profile.

Premium display

Impact ads are also available on LinkedIn, but can only be purchased in the programmatic model, on selected DSP platforms.

How much does advertising on LinkedIn cost?

Ads on LinkedIn are billed in auction models. You can pay per click (CPC), thousand impressions (CPM), or pay per impression (CPV). When setting up a campaign, the system automatically suggests what rate will guarantee us achieving the set goals.

The factors that affect the price of your ad are an audience, bid, goal, and relevance. You can manage your budget by setting the maximum amount you want to pay for clicking, viewing, or delivering an InMail

Overall, however, you need to be prepared for high costs. Linkedin is paid in dollars, and the minimum rates are not small:

• $ 10 – daily budget,
• $ 10 – total budget.

If you’re interested in how to use social media to increase traffic on your sales website read our article

To help advertisers create ads, the internet giant analyzed over 1,500 ads from 350 brands from 18 industries that appeared on the Facebook board in the last two years. The main aim of the research was to find out how specific elements of the ad affect the conversion.

Based on the study, there were established:

7 key elements of creating effective Facebook ads

• focal point – the image has one obvious focal point
• brand reference – how easy is it to identify the advertiser?
• brand personality – does the resonance of the advertisement match with how the brand is perceived by the audience?
• information – does the ad contain interesting information?
• emotions – does advertising evoke emotions in recipients?
• visibility – is advertising able to attract attention?
• call to action

Depending on the different advertising goals (reading an article, signing up for a newsletter, signing up for an account etc), different elements were more or less important.

The ads that contained specific information about the product and clear guidelines on what to do (click and read an article, click and view the catalogue) or strongly refer to the brand recorded the greatest conversion in the first category. On the other hand, high sales were generated by those ads that contained many more elements at once: information, emotions, brand awareness and personality.

Facebook advises you to bet on diversity. Campaigns that contained informational ads and advertisements strongly related to the given brand achieved the best results.

Which factor is bad for the conversion?

Each advertisement created must fit in with the brand image – even if it is temporary, created only for a moment. If a brand tries to build an image of joy and energy, let its ads be so too!

Ads that did not fit in with the brand image did less well, even with a logo or a clear call for action.

How to reach customers?

“ The best ads informed consumers about what they should know – who is the advertiser, what is he offering and how can this product be bought? And when they provided them with this knowledge, they pushed them to take the right action: join a mailing list, buy a product online, or simply remember a brand for the future ”concluded Neha Bhargava, advertising researcher for Facebook. Using Facebook and other social networks may increase traffic on your website. And increase in traffic means no less than an increase in sales. Learn how to do it.