Media training 101 for small businesses

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Great news: you just scored a big press interview to promote your business. The story will expose your brand to the perfect new audience and drive meaningful traffic to your website. So…don't blow it. Yes, just as quickly as the excitement for the opportunity arrived, the realization that you now have to do an interview sets in. I get it—press interviews can absolutely be intimidating. The resulting coverage represents a significant opportunity to acquire new customers, drive sales, or raise awareness, and you want to be sure to represent your brand well and really compel the audience to check out your company. On top of that, you have to contend with adrenaline and nerves in the moment. You may be thinking, "So many other business owners are so polished and articulate in their interviews. How am I going to pull that off?" Deep breath. A successful interview is usually the result of good media training: preparation and practice in advance of an interview. I've tr
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Google Ads: App of the day

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There you are, just mindlessly browsing the internet one morning. Suddenly, it's lunchtime, and you've spent half your paycheck on artisan-made, seasonally appropriate cookie cutters—all because you saw a spiffy ad while checking your horoscope.

Chances are, that ad came from Google Ads (formerly Google AdWords), an online advertising platform developed by Google. With Google Ads, you can pay to display brief advertisements, product listings, and more to people surfing the web.

That's a hugely valuable tool if you sell any sort of product or service. And unlike creating a TV ad, ads run through Google Ads are easy to set up. Once you've logged in, just click the + sign in the Campaigns tab, and you'll be ready to set up your first ad campaign.

Google Ads will guide you through selecting a goal for your ad. Do you want to boost website traffic, sales, leads, brand awareness, or app promotion? From there, you're able to choose options like search network ads (which appear in search results), display ads (which show up on Google partner sites), video ads (which appear before and during YouTube videos), or shopping campaigns (which advertise specific products). It's also easy to pick your campaign settings, like start and end date and targeted audiences—and, of course, budget. Budgets cap out monthly, though your daily ad spend may differ day-to-day.

Finally, Google can help you make sure people see your ad by selecting the right keywords. These keywords can vary in price based on how much competition there is for them. And if you don't want to set a bid for each of your keywords manually, you can let Google do it for you to maximize your budget.

Advertising isn't just for the pros. Google Ads can't stop you from spending your money on niche trinkets—but it can help other people find what you're selling.

You can automate your ads and conversion with Zapier's Google Ads integrations. Here are a few popular workflows to get you started:

New to Zapier? It's a tool that helps anyone connect apps and automate workflows—without any complicated code. Sign up for free to use Google Ads with Zapier.



from The Zapier Blog https://ift.tt/2YrLer2

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