Get Seen: 10 Different Ways to Advertise Your Cannabis Store on Google

[ {Intro}

good morning good afternoon if you're joining us from the East Coast we'll be getting underway here in just a minute we'll allow a couple more moments here for our attendees to join us and we'll be right back with you e thank you once again for taking the time out of your day to join us my name is Eduardo Silva we'll be getting under way here in just a moment today's webinar we will be covering how to get seen so 10 different ways to advertise your Dispensary on Google really exciting content we'll wait for just a couple more moments here we'll be getting started in no time all right thank you once again for taking the time to join us so for today's webinar we're going to be covering 10 different ways to advertise your Dispensary on Google really exciting content curated just for our audience uh so we're going to be getting underway so on our agenda today we're going to be covering 10 ways to advertise on Google

{Agenda}

we just mention that and then finally how to make your ads effective now that's the exciting part so I'm really really pumped about the content today once again Google is one of those powerhouses as we all know for digital marketing and advertising however a lot of misinformation out there uh surrounding the Cannabis industry so we're going to break that down for you today here really really exciting stuff as I mentioned before my name is W Silva I'm going to be your host for today's webinar uh a little background on myself I have around 18 to 20 years of digital marketing marketing and Communications experience along with a lot of sales last 10 years has been very deep into sales crafting all of those marketing skills and communication skills into really actionable results so I'm really excited to be joining you today and bestowing some of this knowledge over the years with you a little bit about foot traffic we are a dispensary digital advertising firm located here out of California however we have a presence across all of North America we have team members located in Soca uh Northern California Michigan Pennsylvania you name it we got our start down in Southern California uh five years ago and started as a digital advertising agency back in helping dispensaries with reaching out to new customers and increase their overall foot traffic to their physical locations since then we've grown quite a bit as I mentioned we do have a coverage across all of North am America including Canada so we're really really happy to be part of this industry solely focus in helping the industry Advance forward so thank you so much for your trust in US couple housek keeping items before we get underway lot of awesome content for you today we're going to be sharing all of those uh momentarily here but before doing so we love cell phones right this is how we make all of our money after all in the end of the day as marketers and advertisers but for the sake of uh absorbing all of this content we ask that you put cell phone face down on your desk just to limit the amount of distractions um another uh great uh way to engage with us we do have team members here live that are going to be answering any questions you have as we flow through all of this content so do navigate through the zoom interface if you're joining us on this platform there is a Q&A button there where you can ask any questions live to our team members okay and finally be sure to stick around we do have a special offer for the attendees of this webinar today and we'll be sharing that at the end of the webinar so let's get underway if you have Run a search today you probably did

{95% of Mobile Searches}

it on Google every second the tech giant processes over 40,000 searches on on average that's 3.5 billion searches every single day statista uh estimated that 90% of desktop searches are done on Google if you in front of your computer and have a question you're probably going to turn to Google most of us have our phones on us at all times and he does show more than half of searches now actually do take place on mobile devices and guess what 95% of those searches on Google if you want to show up when people are trying to find a dispensary then you need to rank well on Google either SEO or what we're going to be talking about today Google ads and if you search stats right weren't enough then how about this there is a link between Searchers and store visits 34% % of people who actually search for something near them on a desktop or tablet like the Spenser near me will visit that store and this percentage goes up when that same search is run on a mobile half of all of the searches will visit a store that comes up when they do a search near them on their phones now if you want to harness the power of the world's most sophisticated constantly used search engine you need to take advantage of the different types of ads that you can run on Google first off yes dispensaries can use Google

{Their Loss, Your Gain}

ads to reach customers not only can you but you should if the stats I covered are any indication the dispensaries who rank well on search results or who have Google ads running are the ones that are going to score the sales if you want to be one of them you need to start advertising on this platform and right now there's a lot of confusion regarding the ability to use Google ads so plenty of dispensaries have abstained from the most powerful advertising tool that you have access to that's their loss but it can be your gain so let's jump right into it

{How to Get Started}

so how can you get started with advertising on Google we've all heard that Google ads but when you start to dive into the tool you will realize that it's not just the text ads you see on the top of the search results page there are a variety of Google ad types that you can use to maximize your your reach and get your dispensary messaging in front of potential customers when you work with a team of dispensary advertising experts you can start taking advantage of the different ad types to create the most effective ads for your campaign goals some of the types may be more relevant for building brand awareness whereas others are more conversion and sales focused our Google ad experts will develop a strategy that extracts as much value as possible from your ad span to help you reach your Revenue targets so let's count down 10 different ways that you can use Google ads to get and grow your Revenue first let's jump into the search campaigns search campaigns are the

{Expanded Text Ads}

prototypical Google ad campaigns they're the ones that appear when someone runs a search on Google these are great for matching search intent basically when someone is looking for a dispensary you will show up as long as your campaign is set up right for the specific keywords within this category there are a variety of AD types the first ad type we're going to cover is expended text ads these are the most commonly run ads and the ones that you've probably seen most often when running a search with expanded text ads you get three headlines two descriptions and one URL it's a lot of real estate on a search page and we take full advantage of this by focusing on compelling copy and and offers that make Searchers want to click on those ads this type of ad is great for creating large footprint on a results page and offering potential customers more information in the additional headlines and descriptions with expended text ads you can test multiple copy variations to find a combination of headlines and descriptions that get you the most sales to improve their effectiveness we recommend working with a copywriter to nail down your text and creating an offer that Searchers just can't pass

{Responsive Ads}

up imagine your ad learning and improving over time now this sounds a bit crazy right but of course Google has already thought of this they're called responsive ads just like with expanded text ads you can brainstorm multiple headlines in descriptions and then Google does the testing for you to determine which combinations work best for your goals you can provide Google with up to 15 headlines and four descriptions per ad and they will test them in VAR varying configurations it may be that certain combinations work well with certain queries while other combinations work well for other for another set of searches you won't know though unless you are actively testing or allowing go Google to test it for you and this is crucial for getting the most from your ad span and creating the best ads possible another benefit of these type of ads is that they look good on all of the devices they will be tailored for the specific width of the device on which they are being

{Dynamic Ads}

displayed with Dynamic search ads you can use what Google knows about your website to help you show up in relevant search results we will tell Google which pages to focus on like your location landing pages from there Google will look at the contents on your page and use the titles and phrases that appear most frequently to generate a headline for your ads these type of ads are good for matching search intent thus why I mentioned the location lending Pages before these type of pages help tie your dispensary to a certain place and our great landing pages to link to if you don't have a location page for each of your stores you should get them created as soon as possible because you can focus on local SEO ranking factors and schema to help you your location Pages show up in relevant searches they are perfect for dynamic ads as well plus they will help you rank organically in the long

{Dynamic Keyword Insertion Ads}

run so how can you take your Dynamic ads up a notch which D with Dynamic keyword insertion ads your ad will be further customized to each Searcher query by taking the keywords they use and insert them into your ad a dynamic keyword insertion at helps build trust and showcases relevance so someone is searching for a la dispensary the keyword La dispensary will show up in the ad that they see if they search for a Los Angeles dispenser that keyword will show up in the ad as well if they search for La dispensaries plural that will show up your ad will already be relevant for the Searchers but with Dynamic keyword insertion it helps make this more obvious for a Searcher and increases their level of trust to really supercharge the at type you will need to engage in keyword search to look into how people are currently finding your website and with the data you can create campaigns to help drive more traffic to your site here at foot traffic we use several tools to identify what are the keywords most commonly used in a specific geographical region per month and we use them as targets as

{Smart Campaigns}

well once you talk about the benefits of your business that's what smart campaigns are for special offers for firsttime buyers convenient curbside pickup deals of for veterans or Medicare recipients whatever selling point you use to attract potential customers can be used to create these ads we'll find the right keywords to Target and landing pages to point to so that your ads can show up on the right searches with years of experience running Google ads for our clients we have Insider knowledge regarding which types of offers and benefits score more clicks and leads to actual converted sales that's the last of the search ads so now let's move on to the display ad

{Regular Display}

category display ads are non search related ads they're the ads that you see on your on websites and during YouTube videos these type of ads don't match search intent so to make them as effective as possible you want to make sure that your ads are only showing up on pages and videos that are relevant to your target audience according to google their display ads reach 90% of Internet users across the globe while that far exceeds the geographic area around your dispensary you can be sure that potential customers in your neighborhood will also see your ads with targeting you can narrow your scope so that you get as much bank for your buck as possible a regular display ad number six if you're keeping track of all of the the countdown here is great for building brand awareness for your dispensary this is a visual ad that will appear on in network sites on mobile apps during YouTube videos or even on Gmail and many many more you and your advertising team will need to create appropriately sized images with text so be sure to use as refined of marketing strategies here as possible for these display ads remember they need to grab the attention and pull the viewers out of what they're doing so they can click on your ad similar to responsive text ads

{Responsive Display}

responsive display ads can shift their size so that they always look good regardless of which device they're viewed on and just like responsive search ads you can upload various components into Google ads and they will test which ones work best together you can upload your logo up to 15 images five headlines and five descriptions and also one long headline we try to put to input as many different headlines descriptions and images so that we can create the most effective campaigns that will get our clients noticed and boost their sales we also brainstorm different phrases using our client brand voice and exciting images that get noticed in order to generate more clicks and ultimately converted sales moving on to number eight on our

{Discovery}

list is Discovery ads Discovery ads are a great way to introduce new people to your brand these ads show up whenever your target audience is actually located you can limit reach by focusing on a particular geographic area and create an engaging ad that captures potential customers attention with relevant Graphics that make them take a look again this is about brand awareness this will help keep you top of mind so that when people are ready to make that purchase they think of you

{Retargeting}

first number nine retargeting with retargeting you can re-engage with individuals who have already completed certain actions like visiting your website maybe they found your Google my business profile by clicking on your ad they looked around your website and then they left without a purchase when you use retargeting you can remind them that they are already interested in your dispensary retargeted ads are extremely effective for this particular reason you are working with a pool of individuals who have already engaged with your website or profile in the same way they've shown interest but need help getting over the hurdle to place this first order to make sure that you can R Target individuals you first need to collect the right information we always recommend that our clients have Google analytics installed and that they enable e-commerce Tracking not only is this necessary for determining Revenue attribution but it's also helpful for making and running the best possible ads retargeting ads are 10 times as effective as regular ads so these type of ads should definitely be part of your robust search engine marketing strategy number 10 Google

{Google Maps Advertising}

Maps if you are in different neighborhoods and are wondering where to grab a slice of pizza where do you go you're if you're like most people you pick up your phone and you start searching for something like pizza near me on mobile what shows up is the local pack which is the top three businesses within the Google Maps now imagine a potential customers running this search but for a dispensary near them we already know that people who run searches searches like this on mobile are likely to visit your store if you show up in the results by running an ad you can create uh and make it more likely that your store will show up so that you can actually get that foot traffic to your location if you have multiple locations this is specifically invaluable to you you can Target specific zip codes so that your ads are extremely relevant for Searchers increasing the likelihood that they will find your store and Shop with you we'll help you find the right keywords to Target and recommend how to create appropriate geot targeting campaigns for each of your locations that is our specialty here at foot

{Get to the Top}

traffic so the lower you are on the search results page the fewer clicks you will get if you want to get noticed and have potential customers visit your website then you need to get started with Google ads the top results get the clicks and we all know this most of us rarely scroll down a search results page all the way to the bottom the same is true for potential customers if you want them to find you there are two things you can do you can use paid search advertising like Google ads to get your dispensary ad on the top of the search results fast and you can use SEO search engine optimization to improve your page ranking over time and score the top organic search results spots we recommend doing both of these strategies they're invaluable for getting found and building trust with potential customers in your region however if you want fast results start investing in Google ads now while giving your SEO strategy time to actually work now that you know some of the different ways that Google ads can be

{Your Google Ads Solution}

used to reach people interested in buying your products you're probably wondering about how to get started well here at foot traffic we have years of experience running this SP Google ads but we also have a new addition to the toolbox that has helped us further increase the effectiveness of our clients sales momentum if you haven't guessed it by now I'm talking about foot traffics artificial intelligence service which combines the power of machine learning with our Google ads knowhow at foot traffic we pride ourselves of being innovators and we value our clients and want to do best to support them in reaching on their goals our new foot traffic AI lets us create super effective ads that take into account data that is gathered from social media news aggregators and Google itself and even weather apis all this data allows us to modify and improve our campaigns bidding strategy find the best keywords to Target and pinpoint new trends all so we can actually generate more Revenue for our clients when we combine our machine learning capabilities with our team's Google ads expertise we create even more effective ads to help our clients capture more of the market and increase their revenue plus because our machine learning keeps improving over time and getting smarter our ads also improve over time if you want to learn more about this I'd love to take a moment to actually walk you through how the machine learning algorithm actually works and how to improve every campaign we work on on you can schedule a call with us by navigating to foot tr. mecall and we'll put this over here in the chat window so now to the deal that we mentioned so to sweeten up the pot I do want to offer today's webinar tende a special deal and I appreciate you sticking around with me and I would love to help your dispensary reap the benefits of a skillfully managed and optimized Google ads campaign so let's get you started today sign up by the end of the week and get the first month of your Google ads campaign management fee for free so we won't charge you anything here at fo traffic all of your funds will be directly to your campaigns and the sooner you sign up the faster you can get your ads running and the holidays are only around the corner so make sure your potential customers can actually find you and start ordering from you so let's turn back to any questions from our attendees today once again we do have a Q&A button here uh on the top of the window if you are are on the uh webinar we certainly love to take any questions you may have great first question there Keith um can you advertise cannabis services on Google ads and yes you can certainly advertise cannabis service own Google ads that's precisely um one of the items that we we covered early on in our presentation today so we have actually been advertising cannabis for our dispensary customers long before it was even um uh a it was it was not even Medical in other words it was just medical at that point so recreational wasn't even a twinkle in the eye of the Californian uh population at the time so we've been helping medicinal uh cannabis and now the recreational Cannabis Market get in front of customers using Google ads for five years any other questions uh from our team great question here how do you choose which ad types to run so normally what we do before starting any campaign is one a proper client onboarding session where we ask as many questions as possible and those questions are really uh pertaining to what your goals are going to be right are you trying to get um Revenue as fast as possible to prove the concept uh are you running a specific special are is your goal to build a brand right all of these questions are very important for our expert team to really develop the curated strategy that's going to get you to your goal so in order to uh look for the right uh ad type we first need to understand your strategy so that's what we seek to do first and with that we can you know def Define right what's going to be uh of most value to you um another variable that often is considered when choosing the ad type is budgets right if one of our customers for example is running just a a proof of concept and um you know has a limited budget for their first month right we may be limited on the types or the variations thereof of Asda we can run great question thank you for that how quickly will you see results uh well as a matter of fact it's almost within a few hours of posting it right but the longer you wait the more results you get the more data you can actually sift through um within the first week uh normally it's still in its immature state but we can uh take a look at the campaigns and start to actually pinpoint what the baselines are going to be for your campaign uh a couple weeks we start to see even richer data that we can make really educated decisions on and then finally by the third week we have some really concrete evidence of exactly what your Market should be looking at and or do we need to shift strategies right so it's fairly immediate that you see some some results coming from Google ads uh but the reality is you get a chance to really feel what your audience in your region is all about and that's really invaluable information great question and how do we measure results final question here for today great question once again um measuring results is beyond uh important for our team here at quit traffic so we as of December of last year we've been going back to the industry all of the technology providers and really impressing upon them the importance of Revenue attribution for all of the customers in our community of cannabis right the business owners that have these Ecommerce platforms and so we've been able to really help our customers through this lobbying to get the technology companies to actually abide by um some of the best practi outside of our industry which is e-commerce tracking was something that was actually a miss so today what we do is revenue attribution for every single one of our customers this is free of charge before we launch any campaign we integrate your Manu with Google analytics the biggest third-party tracking technology in the world of digital marketing and we show you Real Results that are coming from every single one of the channels of Mark marketing that's coming into your business so we track every single thing that we do to ensure that our clients have a really clear picture of their business I want to thank everybody once again for taking the time out of their day and joining us here uh if you would like to learn any more information we're here to help we're here to hear questions that are specific to your dispensary to your business and help you navigate these uh Waters of digital advertising for you thank you once again for your time have a wonderful rest of your day ]