How many sales will I get on the first day?
Sound familiar? This is often the FIRST question I get asked by clients when talking about AdWords.
My response has always and will always be the same, AdWords is there to drive the most relevant traffic to your website. It is then up to your website, products, pricing and sales technique to secure that sale, service, or lead from those potential customers. In short, AdWords is another arrow in the quiver to secure more sales potential. Let’s look at what, why, and how AdWords drives warm leads to your website, and how you can capitalise on those prospects to achieve your sales goals.
For those not familiar with the term, AdWords is Google’s advertising platform. The purpose of AdWords is to allow businesses to advertise to their target markets in order to gain relevant online traffic to their website. Running a successful AdWords campaign is an art form. It takes time, effort, knowledge, and definitely some frustration to understand how it works, how you can manipulate it, and how you can improve its performance.
Building an AdWords account using “Best Build Practices” is essential if you want to start off on the right foot as it builds the right foundations and allows the AdWords account to perform efficiently and accurately thus generating the relevant traffic for your website. Here are a few tips to help get you started::
- Make sure your keyword is within the ad.
- Capitalise your ad.
- Include mobile preferred ads with Mobile Specific call-to-actions.
- Use Ad Extensions to improve relevance. Ad extensions provide users with additional information about your business. They also make your ad more visible by expanding its footprint which increases CTR.
- Make sure the ad goes to the relevant Landing Page and give people what they are searching for. Your ads and keywords should directly relate to the content on your website as this increases your Quality Score and lowers CPC for a higher ad position.
How to get the sale
I’ve identified 4 key points of focus for you to ensure you’re able to convert the relevant traffic that’s sent to you from your AdWords campaign into that important sale, service, or lead.
What makes a good website?
- Make sure your landing page is directly relevant to your ad text and keyword. Relevancy is the key, make sure that your keyword is within the ad and that it goes to a landing page that also contains it.
- Outline useful information about the products and services you provide.
- Try to offer useful features or content that are unique to your site.
- Make your contact information visible and clear, use a landline number and have a fixed business address.
- Only request personal information when necessary, if you do need it say why and exactly what it is used for.
- Make clear where the paid and sponsored ads/links are on your site, don’t try to hide them.
- Be open, honest and up front. Explain what your business is and what it provides.
- Put important information above the fold, don’t make people search for it.
- Reduce the number of steps it takes to place an order. We live in a busy age and time is of the essence.
- Stay away from pop ups and anything that slows down navigation.
- Provide external links to products so people can research them more.
- Use this URL for help https://www.google.com.au/webmasters/tools/mobile-friendly/
- Streamline your site menu and try to keep everything visible without having to zoom in to read.
- Help people explore before they commit to buy by using expandable product images.
- Keep any directions or “buy now” buttons front and centre, and if you can, use existing account info to limit data entry for your customers.
- Make it easy for people to come back to their shopping basket when they’re on their desktop computer, so they can finish their purchase.
Fast Load Time
- Use this URL for help https://developers.google.com/speed/pagespeed/insights/
- CSS: Use every declaration just once
Selling is essentially problem solving, so the key to discovering the “right product” is to first define what those problems are, and the people that are most likely to encounter them. These people are called your target market. Marketing a product without identifying a target market will severely inhibit the success of that product, as you’re looking for a solution that doesn’t have a problem, or put simply, a product that nobody is looking for. Research is key to discovering your target market and the problems you need to solve with your product. If you’re in a competitive product category, then look at your competitors and ask questions like:
- What sets my product apart?
- Why would someone choose my product over the other options?
- What problems do people currently have with your competitor’s product, and how does your product solve this same problems?
Answering these questions helps to identify your unique selling points (USPs): attributes that are unique to your product. Once you’ve discovered your target market, and identified how you’re going to solve their problems, then you’ve found the “right product”.
Price can be a strong determining factor in your prospects sales cycle, particularly in highly competitive product ranges, like mobile phones or televisions for example. When pricing your product, research the price of the products your target market will likely be considering. This is important as pricing too high above or below could detriment your profits: either by not selling as many units, or not making as much margin per unit. Speaking of margin, you should be acutely aware of not only what your margin is, but what percentage you need to retain to stay profitable. If you’re a small business with a highly competitive product, you may not be able to compete on price. If this is the case, you need to better the value proposition of your product and back that value up with strong customer service that outlines and presents your USPs to your audience, a website that offers great user experience, and practical convenience, like fast and simple ordering & delivery (if applicable).
I often come across companies that have a great AdWords account that delivers relevant traffic, and a perfect website that offers a great user experience, but who ultimately loses these sales opportunities through a lack of sales technique and customer service. While we live in the digital age, it’s important to remember that we are still human, and humans require and appreciate positive interactions. Your target market will find your product and/or brand at varying levels of the sales funnel and it’s important that the first impression with your business is a positive one. Strong product knowledge, impressive customer service, and trained salespeople are essential to take all those opportunities given to you through your AdWords campaign and convert them to paying customers. So when will you get that first sale? Firstly, by asking:
- Who is my target market?
- What are the USPs of my product?
- Is the user experience on my website optimised? and:
- When I do generate sales opportunities, is my team trained, knowledgeable, approachable and ready to convert those leads to sales?
Answering these questions positively, will significantly increase your chances of converting your AdWords leads into sales.
Ready to improve your sales through AdWords?
Here at Reef, the PPC team and I know how to create and execute effective AdWords campaigns that deliver the most relevant traffic to your website by search, display, Youtube, Google Shopping or social media. Get in touch with us today using our easy online form and let’s discuss how we can work together.