Thanks for coming back for more!

This week we’ll go over how to do some research which will confirm what I’ve been talking about in terms of timing your fall advertising campaign. I’ve included some video to make this a little easier. You’ll want to visit Google Insights For Search and follow along!

Please Select Full Screen Mode When Playing The Video  So You Can See the Screen Text in the Video

So, please use your own keywords and regions to do a little research!

Using my example above I am going to want to incorporate some of the keywords in my own advertising copy or business name. Remember, dog walking services beats dog walking service. So an example might be this:

Venice Beach Dog Walking Services

What if you already named your business? You can always add a tag line under your business name!

Venice Beach Dog Walkers

Professional Pet Care Services

Continue your keyword research and try to uncover as much information as you can about what types of services people are looking for in your area. Dog boarding, kenneling, grooming, pet sitting, etc. Perhaps you don’t want to offer these services but you can create an informal referral network with groomers, so that your business feels like it offers more services than it actually does.

Negotiate discounts within your network so that trading customers between you benefits the customer by creating a clear advantage. The customer benefits by doing business with your dog walking service, and your informal partner, the groomer, because doing so will result in a 10% savings for the customer, for example. Also, consider offering transportation to and from the groomer! Think creatively.

Another way to do some keyword research would be to set up a Google AdWords campaign to test your ad copy. This can be accomplished while at the same time driving potential clients to your website. This involves targeting very relevant keywords in your campaign and ad-groups and developing ad variations to test. An example text ad variation would be:

Dog Walking Services
Icy Streets Keeping You Locked Up?
We Can Help Free Your Dog!
www.example.com/services
Boston, MA

now the variant:

Dog Walking Services
Icy Streets Keeping You Trapped Inside?
We Can Help Free Your Dog!
www.example.com/services
Boston, MA

In this example we are testing the words “trapped” and “locked up” and juxtaposing them with the word “free” which is a service you are offering (freeing their dog and their guilty conscience). The word free, by the way, is a magic word in advertising. Test other messages and variations. The ads that receive the most clicks are the winners. Use the winning copy in your print advertising materials, your website, and your welcome packet.