Crack the Code for Marijuana Dispensary Google Ads

[ {Cracking the Google Ads Code for Dispensaries}

good morning everyone or good afternoon if you're in the east coast thank you once again for joining us as we're going to be talking about cracking the code google ads for the dispensary market let's give another 30 seconds here to allow some of the other attendees to join us and we'll be setting it off all right let's um get started here with our presentation today uh once again thank you for taking the time out of your day we value your time and we know how busy everyone's schedule can be so really appreciate you taking the time to join us today in today's webinar we're going to be covering google ads and how to crack the code for google ads for your dispensaries it's going to be very informative today we're going to take you through a lot of information very pertinent to advertising as you can imagine in this day and age as we are navigating through the new way of communicating with our clients due to the crisis at hand it is very important right to get in front of your customers so what are we going to be covering today in a nutshell how you can stake out your spot above search results so you can generate more sales really that's what we're going to be talking about so let's go ahead and move right into our presentation here a little bit about your host today my name is eduardo silva i bring with me around 18 years of sales and marketing experience fun fact about myself i did graduate from a high school in california called sarah fell high school for those of you who have done your homework that is where 420 culture got its start in 1970s a little bit about us here at foot traffic we've been in business for going on five years now

{Eduardo Silva}

we have been 100 focus in the cannabis industry providing marketing services digital marketing service that is for the industry and at any given point we may be working with around 200 dispensaries throughout north america so that is all of the states with legal dispensaries both medical recreational as well as delivery we also work with customers in the canadian market uh highly regulated market as well uh nothing really super out of the ordinary it is something of a commonality if you will across all states including that of canada every single state has a lot of regulation canada has its own unique regulations as well so before we get started here let's let's cover a couple housekeeping items um one of the things that i ask you is to silence your cell phones and if you can put those cell phones facing down on your desk so that we can focus on the content it is a short webinar so we're going to be covering a lot of information that will just ensure that you can really familiarize yourself with the content better in addition do browse around the zoom

{Get ready}

conference interface if you navigate to the top of your screen you will see a q a button please do familiarize yourself with this q a button we do have moderators for our webinar today who are going to be addressing questions throughout the webinar we will be stopping at the end here with some time to address questions live as well however please do feel free to ask any questions pertaining to any of the content here as we move along wonderful so a little bit on our agenda so we're going to be covering um many items today but let's focus on this agenda momentarily here so with many confusing cannabis regulations it's hard to nail down the truth and understand just how you can get the word out about your dispensary so by the end of the webinar you will be able to answer these questions and many more how can you increase visibility to get more customers how can you drive revenue when there are advertising limitations how do you advertise when you have different stores in different states to have to deal with varying regulations and perhaps most importantly how do you stay compliant while also reaching many potential customers as possible so let's get right into it more dispensers are opening up in every state where it is legal with this added competition how will you ensure that you show up when potential customers search for a dispensary near them now we actually have a couple different methods for helping you stand above the competition but today we're going to be focusing solely on how you can get yourself to the top of the search results to increase your website visits

{Google ads is the answer}

and in turn online orders how can we do this simply put with google ads today we're going to be talking about the value of using google ads for your dispensary and give you some best practices to get started plus we have a special offer that will help you propel your dispenser to the top of the search results so let's get right into it let's cover a little bit of the facts here surrounding foot traffic google advertisement over the last year first and foremost we had a total total investment of 224 thousand dollars for our customers we drove over twenty three thousand orders to varying online menus the total revenue generated on this campaign was north of 2.2 million dollars with an roi of 9.75 per every dollar spent the takeaway here guys the impact google ads do work and they can drive massive revenue to your bottom line so let's dive right in let's start with the poll do you currently use google ads to promote your dispensary please take a moment to answer these questions here so we can go ahead and share some of these data points with you that poll is just popping up in front of you now please do provide an answer we'll give it a couple more seconds here to collect all of the answers possible and here we have it it is shaping up that the vast majority wow by a long mile

{To the polls}

all right it just keeps increasing the vast majority does not use google ads so there you have it guys concrete evidence that there is a sea of opportunity for us thank you very much for answering the poll and now we can dive a little bit through this data here just to share with you how this is being used across the industry thank you very much for your collaboration all right wonderful we can go ahead and close this poll now thank you once again so moving along so now we know that uh you know the vast majority is not currently using google ads that is good to know let's talk about what google ads is right so google ads is a pay-per-click advertising hosted on the world's most popular search engine when used right you can get your dispensary ads above all other search results think about the value of that right 93 of internet searches in north america are all done via google it is the most

{93% of searches on Google}

used search tool in the world and the one that's most popular amongst your customers if you have your ad set set up right you can start appealing to those potential customers who are looking for a dispensary near them and send them right to your menu to collect their orders while it's important right to use seo still by search engine optimization to build the organic search results using google ads it is google ads right is like the essence of hip hitting the hyper speed button right for your advertising campaign plus it has a predictable cost per acquisition and that's why it is important unlike traditional advertising once your campaign is dialed in you can determine how much you will need to spend to acquire a new customer now you may be thinking that's this dispensaries excuse me you may be thinking that dispensaries can't use google ads i'm here to tell you that not only can you use google ads but that you can create campaigns that will help drive more conversions and sales it comes down to experience and that's where foot traffic comes into the picture with nearly five years of running cannabis compliant ads on google part of the reason that google ads is such a high roi tool is that you're advertising to people who are already interested in your services so you're not putting a billboard and hoping that someone who's interested in what you're trying to offer is going to see it while they're driving by right google ads is targeted advertising that it's meant to reach individuals who are predisposed to want to buy from you when executed correctly these ads can

{2000% ROI}

quickly increase your web traffic and help you drive sales at foot traffic our customers can make an average of six to twenty dollars for every one dollar spent on google ads that's up to two thousand percent return on your investment where else can you get this number right the these are real results from campaigns that we've run for our customers like the ones i've showed you before on top of it all the results are immediate and at foot traffic we provide ourselves we pride ourselves on providing transparent marketing analytics to showcase your campaign's performance in real time in addition we educate you along the way so you can make insight driven business decisions that will impact your business long term so foot traffic is certified by google and for nearly half a decade having had one campaign flagged or shut down because we stay on top of any changes google implements so that we can better promote our clients dispensaries if you're launching a dispensary or just want to highlight your service offering google ads will get you new customers that's the bottom line here timing is critical and with the current crisis that won't go away as we already know you must communicate with your customers where they're searching for your services with shelter in place orders people are searching for cannabis delivery and or options for pickup are they going to find you let's dive into the best practice for running a successful google ads campaign okay step one set a clear goal do you want to drive traffic to your website do you want to get more clicks on your menu do you want to have more people order from you online set measurable goals that you can work towards this goal can be different from your various stores is we can set your goal to only run in certain geographical areas without it

{Set a clear goal}

you're just launching campaigns and hoping that something works let's not do that right step two steer clear of cannabis marijuana and other related terms google ads is still anti-cannabis so you want to share your message without using words like dispensary and cannabis there are many other words and that's how we focus our campaigns this can be hard but we know it's possible we consistently create high quality ads for our customers that abides by google's guidelines step three use keywords

{Skip industry words}

keywords are crucial for creating relevant ads and ensure that your ads will show up when a customer does a related search if you don't use google ads and or keywords right you are either wasting money on ads that don't work on google and google won't bother showing your ads because they won't be relevant to the right search terms so in other words if you don't use the keep the good keywords right you won't show up you

{Step 3 Research relevant keywords}

will need to research keywords to determine the right keywords to monetize this is a balancing act between finding high quality and relevant keywords and the words that google will let you use step four very very important and often an oversight get a good copywriter if you want copy that's going to attract clicks invest in a copywriter remember you're paying to have your ad appear at the top of the search results so don't waste money okay that the opportunity that you're trying to create for yourself with the copyright is crappy text in

{Get a copywriter}

other words if you don't have good text it will show up on the top but you won't get the engagement hire someone who knows how to write attention grabbing copy so that you can get more clicks this copywriter should be should be as familiar with google ads restrictions as possible so that your copy meets their guidelines and your account doesn't get shut down this isn't hyperbole we all know that cannabis is a highly regulated industry it's also regulated online if you try to run an ad and mention the word marijuana guess what you're gonna get your account shut down at foot traffic we know the ins and outs of advertising on google and have copywriters on staff to ensure that you get the clicks you want so step five create special offers google ads are limited in the number of characters that you can use so get the most out of your ads by sharing an enticing deal and telling your customers how to take advantage of it this can be a special deal for a first-time customer or just a coupon code for ordering online make it something that customers will want to take advantage of immediately like a discount off of their

{Share a great deal}

original order step six don't spend too little on your campaigns per location per month you have to spend money to make money right to get the most out of your ads campaign you need to set your ad spend high enough so that you can actually get results depending on the competition in your area this number could be higher with google ads you bid on keywords if someone else is already using the keyword you want then you need to bid higher than them to

{Spend money to make money}

create more relevant ads in order to get that top spot we like to test a variety of ads here foot traffic and that's how we determine which structure works best in the different markets so that you can get the most value for your ad spend to do this though you need to invest enough money so that there's enough data to make decisions foot traffic is a digital marketing agency but we're also a marketing analytics agency we work with a lot of big data so let's talk about that step number seven we have to track metrics to make sure that your ads are working and helping you achieve your goal you need to track these metrics that are relevant to your aim otherwise you're shooting arrows with no target in sight the metrics you want to track may be different based on your goal but some of the most valuable metrics include and take this down cost per click click

{Track what matters}

through rate conversion rate quality score and even add rank once again cost per click click through rate conversion rate quality score and ad rank these are the most important metrics to cover and to pay attention to so to capture even more relevant data why not create a google analytics account it is another service through google we use this for every single one of our clients it's imperative to track real solid analytics analyze these metrics is going to be the most helpful for you in determining the effectiveness of your campaign was it successful or was it a failure remember there's a lot of lessons learned in failures as well these same metrics can help you learn from these failures so that you can create a better campaign in the future continuously manage your campaign which is our step number eight so you need to be active it is not a set it and forget it initiative right so since you are tracking metrics you can use them to analyze the effectiveness of your campaign and adjust them so they will do better you can run a b testing this is what we do here at foot traffic to see if certain words lead to more clicks if different offers are more compelling or if a particular landing page

{Actively manage your campaign}

generates more orders this is a time consuming process and we recognize that but it's essential for making your ads better and extracting the maximum value of your investment it is crucial to monitor and actively manage your campaign to maintain high quality score but it takes time and commitment this is something that we handle for our clients and it has paid off in high roi for them as you saw from the free figure in prior slides two thousand percent roi is no small feat because of our experience we've been able to quickly spot when ads are no longer effective and change them so that our clients don't waste their money on campaigns that are no longer working by continuously checking on campaigns we can make adjustments on the fly and we can start at the moment we start seeing a dip right so we augment those campaigns the moment we start seeing the dip on them this allows us to maintain such a big roi for our clients here's the thing google ads is not a setting and forget it as i mentioned in the beginning unless you want to hand over money to google you will need to actively manage the campaigns and optimize them as you get more data otherwise you're just putting out ads and spending money without checking that you're actually getting a return our google ads management service helps you get the most out of your ad budget and turns that money into sales get ahead right for the most part your competition as you saw from the prior poll that we ran here momentarily isn't doing this so capitalize on it before cost goes up by starting now your dispensary can be ahead of the competition and start building momentum so that when your competitors start it will be too late because you'll be already a master at this art plus you can actually bid on your competitors branded search

{Get ahead, stay ahead}

terms as well and show up in ads when customers try to find them online to take your google ads up a notch try implementing these two advantage strategies create unique landing pages for your offers this could be a delivery page a deals page a special coupon page or an online ordering how-to this will better track the effectiveness of your campaign this is another service we provide our customers we work with them to determine what type of pages they want this will make tracking the effectiveness of your google ads campaign even easier second combine your google ads with a text opt-in in nurture and nurture relationships to create more loyal customers for example get a special code to save a percentage off of your first order text the code to a specific number right this could be an example we integrate our campaigns with sms and crm offerings so that our customers can help drive more sales so it's an entire loop right

{Combine with SMS}

advertisement to loyalty so combining these services helps build more compliant sms lists so you can nurture these customers and create relationships with them in addition you won't have to buy these customers in the future in other words you won't have to spend money in advertising to capture that same individual it drives your cost per acquisition down we've covered a lot surrounding google ads the impact and how we can actually have a tremendous impact in your marketing strategy overall and some of our best practice and how to get started let's stop here to address any questions you may have please do feel free to send these questions over our q a we'll wait for a couple moments here to allow for some questions

{Any questions?}

to roll on in so we have a question here right we have somebody um internationally in spain can you use google ads uh in spain in other words will they work there now although our focus is in north america google is a multinational organization and google ads certainly operate right in these other markets once again the importance here guys is not to promote weed related keywords right so if you are attuned with how to promote uh services but not use cannabis specific terms you certainly can advertise now i won't tell you that you can or cannot do based on the policies in spain it is not something that we have an astute familiarity with today because we do not operate ourselves foot traffic in spain however this would be the recommendation i would make pay close attention to your keyword terms any other questions thank you paul for the question great question by the way all right moving right along here dan i want to thank you guys obviously for sticking around and i hope uh i've been able to help you see the value of investing in google ads the roi on these campaigns is amazingly high right now because there isn't a lot of competition but that's going to change with the crisis that we have in hand we've seen the largest number of internet users in the history of the internet what does this mean everybody's active your customers are online you need to think about your strategy of communicating with your customers and to get the most out of this platform you need to get started sooner rather than lighter right waiting for all of your competitors to start to invest in this platform will also drive that cost up so get in touch with us right go ahead text google to the number 411669 we're running specials right now for today's attendees only and you can get a free first month of google ads management wow that is a huge offer guys we're not even going to charge you for the first month of google ads that is the most pivotal month but this is only for individuals on the webinar today and for those who text

{\}

google to 411 669 to get started again thank you so much for sticking around you've qualified for a free yeti so do visit us at foot traffic dot me slash call get in touch with us let's let's get you uh started right let's get a strategy session going with you so we can discuss your specific market initiative how to attract new customers and how to get to the other side of this crisis more powerful than before the idea here

{Let's connect}

is to drive more awareness today once the crisis is over who knows what this industry will look like right you're gonna be a stronger more powerful brand thank you very much for taking the time to speak with us i will stick around for the next couple minutes here if you do have any other questions for us we can certainly address those now any other questions we have a question here morgan if you uh want to ask your question please type it into the q a portion it is in the top of the panel go ahead and ask your question there please wonderful morgan i see that you've already texted uh since we are live right now what we'll do is we'll set up a call with you and we'll address that question for you live um once again um thank you very much for taking the time to speak with us today uh to hear our advices best practices surrounding advertising your business and start earning some new customers to your dispensary online once again thank you very much have a wonderful rest of your day stay safe everyone ]