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The 5 Biggest Mistakes You’re Making Today With Your Google Adword Program That When
Fixed Could Double Or Triple Your Lead Flow -
IF YOU WERE A LOAN OFFICER WHAT WOULD YOU PAY to have a “hot” lead who’s already thinking about borrowing a million dollars for a building, to show up on your doorstep? If you knew you’d make 10 or 20 grand on the deal would you pay $500 for that lead?
Or if you were an accountant, what would you pay to have a $300 per month bookkeeping client call you to get their books done? If lifetime value is 5 years or $18,000 in billing, would you pay $300 just to get them in the door?
If you’re smarter than a 5th grader at math, you’d be dumb not to pay big money for warm, qualified leads who are ALREADY looking to buy what you sell. Did you know there’s a company out there right now who’s selling warm, sometimes HOT qualified leads, for the business your in, for a fraction of the prices I quoted you?
Well just in case you’ve been living in a cave for the past 5 years, that “program” is called Google Adwords & it is the PPC (pay per click) advertising program you see as a link on Google’s home search page as: Advertising Programs.
And in just a few years it has become the most effective advertising tool on the planet, to generate good quality leads, for those people & companies who know how to use their Adwords “program” properly.
Seriously, there’s no faster way or easier place where you can type in the name of the products or services you sell and the next day have people how are already LOOKING for what you sell, click through to your web site and potentially buy from you.
And that’s part of the problem for you and part of the reason Google generates more than a Billion dollars every month (that’s over $23,148 per every waking minute) in revenues from Adwords.
It’s very easy to whip out your credit card, type in a few keywords, write an ad, pick a bid amount and start sending people to your web site home page.
In fact it’s too easy. Too easy to pick the wrong keywords, to structure your Groups and Campaign poorly, to write ads that don’t compel people to click through and to send them to the wrong place on your web site, especially if your goal is to generate the maximum number of leads and resulting sales possible.
So here’s a quick primer on what NOT & TO DO if you have or are starting to advertise on Google.
(1) Buying the Wrong Keywords
Buying the Wrong Keywords is the first mistake most people make. They’ll buy the most common word or phrase for their business that shows up on every variation of the word.
If you’re selling a “diabetic diet” plan and you buy the broad word “diet”, then you’ll be competing with Jenny Craig, NutriSystem, Ediets and other heavy hitters paying big bucks that you’ll never be able to spend to get a good listing position. Plus people looking all the variations of “diet” that you don’t want will see your ad and won’t click through, giving you a lower CTR (Click Through Rate) and hurting your position.
(2) Creating a Non Compelling Text Ad
Creating a Non Compelling Text Ad that doesn’t entice people to click is the second mistake you’ll make. Two fixes.
Your headline is the first place to start. It ought to tie in or match the search that’s being done. If it’s not then you’ve got no chance at someone reading your ad.
The next 2 lines of text need to be something that your potential buyer is looking for or wanting to learn. You need to very briefly take this thing they want and put it in the form of an “offer”, ideally one that is irresistible, so they click on your link, which is the 4th/last line of your ad.
Even if you’re bidding $50 per click for the top spot, if you have a non-
(3) Incorrectly Structuring Your Ad Groups And Campaigns
Incorrectly Structuring Your Ad Groups And Campaigns is the 3rd mistake most companies make.
Without going into all the technical details, unless you’re only buying one single keyword or phrase, most people will set up multiple keywords in one big Ad Group & then pick the same bid price for all their words & send them all to the same text ad and same page on your web site. If you’re doing this, DON’T and FIX IT!
This is a recipe for disaster for several reasons I don’t have the space to explain. But the biggest reason it’s bad is because all Adwords you are buying are not created equal.
Some will require different text ads than others. Others different bid amounts. And you should be a/b split testing each keyword. You can’t do all this effectively with one giant, mega Ad Group.
When I work with business owners on a Google Adword project & I see this I know they
had their assistant or someone inexperienced with pay-
(4) Sending Clicks To Their Web Site Home Page
Sending Clicks To Their Web Site Home Page is the 4th mistake most people make. Most company home pages are cluttered with crap and have a dozen or more options for the person to click on.
This is the worst place to send a prospect. The jargon for the page you should be sending someone is called a landing page, just like an airplane lands on a landing strip (a.k.a. runway) at an airport.
Your landing page, which is usually hidden inside your web site, should be specifically designed to present your offer to your prospective buyer in exchange for the opportunity to market to them in the future.
There’s a science (not “art”) to doing this correctly. 90% of the web designers I run into don’t know how this is accomplished. And most advertising agencies look at you cross eyed because it doesn’t fit into their “branding” mentality.
(5) Having No Follow Up System With People Who Find You
Having No Follow Up System With People Who Find You is the 5th biggest mistake most companies make.
For B2B companies not following up on leads is probably the worst sin you can make. You spend big money to find a warm or hot prospect and then after the first call, meeting, email, etc. there’s no structured system in place to start building the relationship.
Dumb companies set up Adword programs 1st, get a stream of leads and then scramble around later trying to automate some follow up with them. The leads get old and then it’s too late.
Smart companies should do this beforehand (or if you have an Adword program, do it NOW) when you first plan your campaigns. Otherwise you’ll lose potential customers and sales dollars down the road that could have turned into profits.
IN SUMMARY you should know I just scratched the surface here. There are literally
dozens of other mistakes, do’s and don’t’s you should know about to create cost effective
and PROFITABLE Google (or Yahoo or other) Adword / Pay-
I have a 3 page checklist I use for setup and maintenance of these programs. (And speaking of maintenance, you should be going in and evaluating and readjusting all you PPC programs on a monthly if not weekly basis.)
Otherwise you’ll be just another of the millions of people & companies that are feeding excessive amounts of money into the Google billion dollar a month machine, when you don’t have to.
If you already have a Google Adword program and want to see if you could seriously
double the leads your getting, email me for a Free Pay-
If you want sound advice on creating your own Google Adword program to generate leads
locally, regionally or nationally, fax me your situation and contact information
at 317-
Jeff Bell | Sales and Marketing Results | PO Box 267 | Noblesville, IN 46061
(317) 713-