Become a Marketing Machine: Really

Summary

It may be surprising to learn that over 97% of all Google revenue comes from pay per click ads. Companies, both big and small, are running to Google AdWords to get more leads and to cut the cost per lead. Google AdWords are still a mystery to many people and people are not getting immediate results. There is much to know about Google AdWords and this how to guide delivers key concepts to help your shorten the learning curve.

The Google network connects with over 80% of all internet users. Some of these Google searchers are searching for your products. A keyword is put in the Google searchbox, a keyword that may be relevant to your products and services and is clicked. This may happen many times per day. Your offerings or your competitors’s offerings may come up in the search. Google AdWords ads connect your business with new customers precisely when they are ready to buy.

Lead Generation is NOT Getting Easier Using Old Methods

Six months ago our company was mired in old marketing methods that just did not work. Our inside sales staff called reluctant prospects, we staffed the occasional tradeshow and we used direct mail. Our results were just not there and our cost per lead kept going up. The market had changed and old marketing was not working. There was a new prospect in the companies we wanted to sell to. This new prospect was armed with Voice Mail and the internet. Our old methods, used as primary lead generation tools, did not reach this new buyer. The internet has replaced the salesman as the source of product information.

How a Cold Call Cowboy Changed His Ways

One day using Google, I was checking competitors, I notice these ads on the top and the right side of the search page. I put a word into the search box. I put another word in, clicked Search. These words were relevant to my product lines. My top competitor was there, the very first ad; another was right there in third, our company was no where. I needed to get with it and to get with it quickly. I started a Google AdWords account. The learning curve was fast, and the results have been spectacular.

Now, Google AdWords is the Map for All Marketing Campaigns

Google is first. Then we take what is working and roll to the web site and to print. Google tells us if an ad will be successful before tons of cash and time are spent. Sure, our Google Ads are tweaked all the time, tweaked to increase our results. The core of the successful Google Campaign becomes the core of complementary campaigns; we use direct mail and our websites to frame the successful message.

Getting the Google Concept of Relevance to Pay Off

Relevance is the most important concept for new AdWords users to grasp. The concept is simple: how congruent are your keywords to your ads, how congruent is your ad to your landing page and how congruent is your landing page to your offering? That’s all, no magic here but over 60% of all Google AdWords users suffer by not creating relevant ads, keywords, landing pages and offerings.

The Magic of Keywords

Keywords are the words and phrases which are searched fill buyer needs. Say you are shopping for red cowboy boots for your daughter. You search in Google using “girl’s red cowboy boots.” Results show ad headlines; “boots”, “shoes” and “cowboys”, not so good, one ad magnetically catches the eyes; this ad reads “girl’s red cowboy boots,” precisely the phrase that was searched. This is specific to the search requirements. This ad, bathed in relevance, will get the most clicks. Making your keywords, your ads and your landing page all line up with the specific keyword and the a congruent concept will lower your costs and increase your leads.

Let’s get back to importance of relevance. If I walk into a Barnes and Noble looking for a book on Italian Cooking, I go to the Italian cook book section, I do not go to the Music section or the cafe. I look for specifics because I want to cook Italian. On the internet the decision to click on your ad or your competitor’s ad or to move off the page is made fast. You must catch the click by being more relevant.

The prospect will move off the page or to a more relevant ad if your ad does not catch his eye in that split second. The other ads do not even register in the mind and view unless they hum with resonance.

And here is the secret of making your ads relevant. If you have several key words that are important to your business, you bunch them and create ads specific to the keyword grouping.

Here is what I mean…

On the sales force automation search these other high traffic keywords came up:

Sale Force Automation

SFA

CRM

Customer Relationship Management

Sales management software

These are important synonyms to sales force automation. These words get high traffic. Build five ad groups, bunching the keywords, making the ads relevant to the search. This takes time but pays off. Build one for CRM, SFA, etc., this maximizes your click throughs.

This takes more time than having an ad or two with two hundred keywords. Instead you have tightly bunched similar keywords and multiple ad groups. The results are worth the effort. Now let’s move on to the critical click through to lead process; the rubber meets the road here.

How to Convert a Higher Percentage of Click Throughs to Sales Leads

Getting Click throughs, which cost you money, to pay off as leads and new customers is hard, at first. Please read this example:

I am the prospect and I search for “sales force automation,” and I see an ad that has Sales Force Automation in the title and even has sales and automation on line 2 or 3. This catches my eye and I click this ad. The advertisers end game is to have the click through person register for an online demo. The offering is important. Assess what is important to your potential customer and offer this. It must add value or will be discounted immediately.

Landing page relevance, relevance to the search word, is super important. When the prospect clicks through to your website, the site must deliver to this search. In this case, sales force automation. If the keyword search is for sales force automation and the click through brings the prospect to a general landing page showing CRM the prospects experience is ruined and ends right there. He will not take the desired action.

Give the Gorilla his Banana

The internet prospect is like a big gorilla storming through the jungle breaking and thrashing bushes and trees searching for what he wants; a banana. Our gorilla, hunger driving impatience, does not want a coconut, does not want a date with a cute gorilla, he wants a large, ripe, yellow banana.

Savvy Google AdWords users give the Google searcher what he is looking for, making keywords, ads and the landing page all congruent to the offer increasing prospect click throughs and prospect conversions to leads.

The workflow is like this:

• Open an AdWords account and create your first add.

• Use the Google key word tools to getrelevant keywords

• Bid to be positioned on front page

• Make sure your landing pages are relevant to your ads

• Use a Sales Lead tool to capture and measure results. (important)

Get Max Results by Testing Your Keywords, Your Ads, Your Landing Pages

Campaign results are instantly visible. The impressions, or views, the CTR, or click through rates, and your lead conversions which should be captured from your web site or in your sales lead software. Constantly improve results by tweaking your ads, and your landing pages. A systematic, logical A, B testing method can be use. Make and A ad and a B ad and measure. Measure A and B landing pages, Different offers and different approaches. Testing and tweaking, the 2 Ts, will exponential improve your results, in time.

Now here is what you do to max out your results, you test and keep on testing. When you make your ads you make two, not one, and not four: two. Then you can see the amount of clicks each ad received. In a short time one ad will outstrip the other. You kill the laggard and make another and keep on testing like this to get max results.

What is fascinating is this is Direct Response Marketing in the purest form. Direct marketing greats like Claude Hopkins who wrote “Scientific Advertising” decades ago, tested constantly. Testing in the 1920s took months. Now using Google AdWords you know if your process is on track or off track immediately.

This has amazing consequences. Savvy companies can test how popular a new product will be before high costs are accrued. Simply build a Google AdWords campaign, invest a few dollars and test. Use 2 ads for the set of keywors. This is called A/B split testing; keeping the best ad as your control and tweaking the laggard to continuously improve. Split test landing pages too. Send traffic to two landing pages, an A and a B, and measure the lead conversion of each one.

Conclusion:

Google AdWords is a low cost, effective, lead generation tool. Alternatives like direct mail are expensive. The best lead systems use several lead generation methods; visualize fishing poles in a lake all with baited hooks. Google AdWords delivers fast results and data to drive other lead generation methods.

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