Successful marketing requires addressing top priorities first
Most of us think we are good communicators just because we do so much of it. Often we are failing miserably at it and need to understand important decisions and actions are needed to succeed.
Do Google Adwords deserve a place in your marketing arsenal? With 6 billion internet searches per day, this powerful tool may provide you unparalleled reach.
With humor and distinction, marketing expert Adam Kreitman brings the topic of Adwords out from under the radar. In his presentation he provides eleven sound reasons for considering Adwords in your overall marketing strategic plan. The reasons include:
- You have unparalleled reach. With six billion internet searches per day, including fast-growing YouTube site and ability to purchase ads on display networks to collectively reach 90% of internet users worldwide
- You are virtually guaranteed a nearly instant page 1 ranking
- You reach highly motivated, target prospects
- You only pay for clicks and website visits
- You dominate search results. 97% of Google Ads are number 1
- You have tremendous control and flexibility. You are able to manage keywords, a budget, CPC, geo-targeting, time and dates, destination URL and what bidding strategy you use.
- You receive excellent data and reporting. You track the ROI
- You are forced to get your act together. You quickly understand the significance of your marketing and traffic, what’s working and what’s not.
- You have a highly effective keyword research and market research tool.
- You can still win no matter the size of your organization.
- You can afford to use Adwords, even as a small business.
Adam Kreitman makes a compelling case for exploring and using Adwords for your business. He says it’s not a solution for all businesses but for many, it can be a game-changer. The bottom line however, is that when you attract all the new attention and interest from this strategy, you must make sure to have robust conversion strategies to manage the next step in the sales cycle.
For help with all your online marketing needs and questions, contact Adam Kreitman at Words that Click at email@example.com
For most businesses, the website is the main lead generation and sales tool. Yet most businesses focus on exactly the wrong things (traffic and design) when it comes to trying to improve the performance of their websites. In most cases, the real problem is not a lack of traffic, but a lack of conversions. In this video, you’ll discover:
- The 5 main elements essential to generating conversions
- The starting point for all the messaging and content on your website
- The one thing that will make up for A LOT of other shortcomings on your website
- Why testimonials and case studies are a good start, but aren’t enough
- Why it’s essential to track and measure your results
After watching this video, you’ll never think of your website the same way again!
It may not be the strategy you’re using to market your product or service that’s wrong. It may just be how you’re presenting it.
If you have young kids, you know what a challenge meal times can be. When infants and toddlers are involved, most meals involve some combination of tears, tantrums and thrown food.
And that’s just the adults!
In our house, not only are both my kids very picky eaters, but the youngest is literally allergic to more foods than not. That makes it even more important we get her to eat foods that have at least some nutritional value AND she can safely consume.
As you can imagine, that’s easier said than done.
But, in the course of trying every trick in the book to get her to eat, I’ve discovered one trick that’s got a higher success rate than any other.
What I discovered is that often it’s not necessarily the food itself she’s opposed to. It’s the presentation.
Turns her nose up at the peas sitting on the high chair tray? Put them in her favorite pink princess bowl and they get gobbled up.
Won’t lay a finger on the cooked, bite-sized carrots? Cut some carrots up lengthwise and down the hatch they go!
Rejects me when I try to spoon feed her applesauce? Give her the spoon and she readily polishes that applesauce down to the last drop.
Same food. Different presentation. Completely different result.
And things really aren’t that different when it comes to your marketing efforts.
It may not be the strategy you’re using to market your product or service that’s wrong. It may just be how you’re presenting it.
Fed up with an AdWords campaign not generating many leads for your business? It may not be an issue with AdWords itself (in fact, often it isn’t!). It may be the keywords you’re bidding on, the ad copy you’re running or the messaging on your landing page doesn’t connect with your prospects.
That long sales copy page not resulting in an increased conversion rate on your website? Try breaking it up into a series of auto-responder emails. Or, perhaps, deliver the copy by video instead.
No one interested in downloading the free report or whitepaper you offer to capture leads on your website? Convert it into an audio course or a free 7-day email training course.
Testing is easy online. Technology makes it faster and easier to test different ways to package and present your marketing messages to prospects. So, if what you’re doing isn’t working well, don’t give up on it right away. Change the way you present it to the world and see if that boosts the response.
Oh, and one last thing…one of my toddler’s friends LOVES broccoli. She’ll literally ask her parents if she can have it for breakfast (and considers it a treat when she gets it).
So, yes, presentation is important. But making sure you put your marketing message in front of your most responsive prospects makes a big difference too.
Now, if you’ll excuse me, I have to go try to get a toddler to eat some peas and carrots. No, wait… that’s green baseballs and tiny orange baseball bats.
It was an eye-opening moment.
I'd been digging through the Search Query Report in a client's Google AdWords campaign. (This extremely useful report shows the exact search terms people type into Google before they click on your ads.)
I can’t use the actual keywords and location for this campaign so let’s just say one of the keywords we were bidding on was "underwater bowling lessons" and the ads were running in Miami.
In the report I noticed about 200 people a month saw our ads after they typed in the search query "underwater bowling lessons Coral Gables" (Coral Gables is an affluent suburb of Miami). That’s a lot more searches than I expected for a smallish suburb.
Curious, I went to Google’s Keyword Research Tool, typed in "underwater bowling lessons Coral Gables" and guess what?
According to Google no one was searching for that keyword!
Yet, because of the data from the AdWords campaign, I knew that wasn't true.
The thing is Google's been holding back more and more with the keyword data they've been sharing. And while their Keyword Research Tool is very useful, the data (especially when it comes to number of searches a keyword gets each month) can be suspect.
Getting a Leg Up on the Competition
The data we got from the Search Query Report was extremely valuable data most of our competitors didn't have (and any that did, probably didn't even know they had it).
Using this data, we did some Search Engine Optimization and got the client's site ranked at the top of Google for the term "underwater bowling lessons Coral Gables." It was fairly easy to do because the term had very little competition and the competition didn’t know how valuable a term it could be.
As the "underwater bowling" example shows, while Google AdWords is mostly thought of as way to drive traffic to a website, it's also the most powerful and accurate keyword research tool you have at your disposal.
AdWords As a Market Research Tool
But it doesn't stop there. AdWords is also a very powerful market research tool.
Many of you have probably heard of the bestselling Tim Ferriss book "The Four Hour Workweek.” What you may not know is the original title for that book was "Drug Testing for Fun and Profit" (Ferriss was in the pharmaceutical industry). But his publisher told him Walmart wouldn't sell the book with that title so he had to change it.
So Ferris turned to AdWords.
He ran about a dozen ads, each with a different book title in it. After about a week and spending just $200 on AdWords clicks, the ad with "The Four Hour Workweek" in it got the best response out of all the ads and became the book's title.
Here's one more example of the power of AdWords as a research tool...
When I first started using AdWords, I was running a drug testing company. Things weren't going well and I was looking for ways to right the ship.
I had a hunch there was an opportunity in the real estate market because of the Meth lab epidemic. (The manufacturing of Meth leaves behind a very toxic residue that can have harmful health effects for months or more after the lab shuts down.) The device we sold could quickly detect this invisible, toxic residue.
I set up an AdWords campaign and, within a week (and spending less than $50), discovered my hunch was correct. And it wasn’t long before the real estate market turned into the biggest source of revenue for our company.
There's no other way I could have discovered that as quickly, or cost-effectively, as with AdWords.
No doubt Google AdWords is at its best as a way to drive targeted traffic and leads. It doesn’t get much better than being able to drop $1 in the Google Gumball Machine and know you’re going to get $1.01, $1.50, $10 or more back in return.
But if that’s all you’re using AdWords for, you’re missing the boat.
- Use it to find keyword ideas your competition is missing.
- Use it to test different headlines, book titles, URLs, etc.
- Use it to find out what new products, services, offers, etc. your target audience most strongly responds to.
Google AdWords is likely the best research tool you have at your disposal. Use it wisely.
For help with all your online marketing needs and questions, contact me at Words that Click at firstname.lastname@example.org.
Give me an "ugly" website with these 5 elements and I'll show you a website that’s beating the pants off the "pretty" ones in the same niche that lacks them.
Say I have two websites…
One’s designed so beautifully it would make a graphic designer from Apple green with envy.
The other’s got a black background, pink Comic Sans font, and annoying flashing banners that could trigger seizures when you look at them.
Which of those sites do you think would perform better?
I bet most of you would prefer the beautifully designed site. And all else being equal, that‘d be a good choice.
But, what if I told you this?
On the beautifully designed site, I’m selling 3 dead blades of grass from my backyard for $1000.
On the ugly site, I’m selling brand spanking new Porsche Boxsters for $1000 each. Which site do you think would perform better now?
Assuming the offer I’m making for the Porsches is credible, I guarantee you the ugly site would win.
Yes, it’s an extreme example, but the point is there are factors way more important to the ability of your website to generate leads and sales than good graphic design.
Before I go any further, I want to make it clear I’m not knocking good graphic design here. Having a professionally designed website pleasing to the eye generally helps the performance of a website in generating leads and sales.
However, a lot of business owners and web designers spend too much of their time and energy focused on design and not enough on what really matters.And what really matters is the content on your site. More specifically, content that hits on these 5 main elements at the heart of websites that effectively turn visitors into paying customers…
- They clearly speak to a desperate problem or burning desire visitors to the site are looking to solve (i.e. don’t talk about how great your products and services are, talk about how your products and services can help prospects solve their problems.)
- They have a strong unique selling proposition making you stand apart from the competition.
- They highlight your credibility by showcasing case studies, awards you’ve won, noteworthy clients, media appearances, and by being specific (i.e. it’s not “we doubled sales”, it’s “we increased net profits by 111% in 45 days). And, yes, good design is one way to demonstrate credibility.
- They make a very strong, compelling offer making prospects feel they’d be foolish if they pass it up.
- They have a strong call-to-action making it crystal clear to site visitors what they’re supposed to do next.
Give me an “ugly” website with these 5 elements and I’ll show you a website beating the pants off the “pretty” ones in the same niche that lacks them.
And, ideally, you’ll want all 5 of these elements “above the fold” on your site. (The “fold” is the section of your website people see when they land on your site without having to scroll.)
A lot of sites take up way too much space at the top with a big thick “ego” banner showing off the company logo and not much else. It’s wasted space.
All it does is push the most important content down below the fold. I’ve never seen or heard a case where shrinking a banner has hurt the performance of a website. In fact, I cut my banner in half about 6 months ago and conversion rates have gone up 27%!
In an ideal world, you’ll have a website featuring the 5 compelling content elements highlighted above AND looking great too.
Just make sure you’re putting most your focus on the content because it’s way more important to the ultimate success of your website than making it look pretty.
Most people think of AdWords as another form of advertising and think it’s just a way to get more traffic and prospects to their website. And while it’s certainly great for that, there’s a lot more to AdWords.
Most people don't get AdWords. Sure, they’ve probably heard about it. Maybe they’ve even tried it out in their business.
But they still don’t get it.
See, most people think of AdWords as another form of advertising and think it’s just a way to get more traffic and prospects to their website.
And while it’s certainly great for that, there’s a lot more to AdWords. After reading this article, you’ll have an understanding about how AdWords can help grow your business (pay special attention to #6!) that most of your competitors don’t.
Here are 6 benefits of using Google AdWords…
1. Nearly Instant Page 1 Rankings
AdWords is the quickest way to get your business listed on Page 1 of Google…the #1 place your prospects are looking for you. Things like Search Engine Optimization (SEO) and Local Search (Google+ Local) are great strategies, but they take time to get results (and there are no guarantees).
With AdWords, you set up your campaign and can see your ads on Page 1 almost immediately.
2. Reach Highly Motivated, Targeted Prospects
On AdWords, you’re reaching people who are ACTIVELY looking for your business. This isn’t like TV, radio or magazine advertising where you have to interrupt people from doing something else and try to get them to notice you.
People are identifying themselves to you as hot prospects through the keywords they type into Google. When they type that keyword in, it represents a pain, a desire or a quest for information that they need solved…NOW!
When they see your ad and believe you can help them, you have a very qualified and motivated prospect coming to your website.
3. You Only Pay for Clicks/Website Visits
You only pay when someone clicks on your ad.
Again, going back to TV, radio and newspaper advertising…it doesn’t matter how many people see your ad or, of those that see it, how many are interested in what you offer.
You pay the same fee no matter what.
With AdWords, you only pay for people who are interested enough to click on your ad and visit your website. This lets you use your marketing budget much more efficiently and effectively.
4. Geographic Targeting
For local business owners, AdWords may be the only way to reach prospects looking for you on Google.
Take the example of someone who wants to buy a new mattress. If they just type in “buy a mattress”, Google will show mostly national results in their organic search results.
For a local business to compete on a national level for search engine optimization (SEO) is nearly impossible. Plus, most of the people typing in “buy a mattress” are not in your local area anyway. So even if you did get to the top of the national rankings, most of the people who see your ad would not be good prospects for you (unless, of course, you have a mail order business).
With AdWords, however, you can limit your ads to specific geographic locations. This means if you own a mattress store in Chicago, you can set your AdWords campaign so that your ads are only seen by people in the Chicago metro area.
You could even choose to run your ads in specific suburbs, zip codes or a radius around your business’ location.
So while the organic search results show all the big national mattress companies/sellers, your ad can appear on page 1 through in AdWords and reach prospects you couldn’t reach by doing SEO.
As an AdWords advertiser, you have a tremendous amount of control over your campaign. A short list of things you control includes:
- The keywords your ads show up for
- Your monthly budget (set it as high or low as you like)
- How much you’re willing to pay for a click
- The geographic areas where your ads appear
- The days/times your ads run
- The messaging of your ads
- The page on your website the ads lead to
- Turning your campaign on or off whenever you want
- Turning your campaign on or off whenever you want
- What devices your ads appear on (i.e. desktops/laptops, mobile devices or tablets)
- Understanding what you can control and how to control them is key to running a successful campaign.
6. Highly Effective Keyword Research and Market Research Tool
Using AdWords for research is my favorite application of AdWords…and one most people don’t even think about.
One way is using AdWords for keyword research. Understanding what keywords your prospects are typing into Google to find you is critical to search marketing. The problem is Google doesn’t necessarily share the most accurate keyword data (and has been sharing less and less recently).
And this data is especially hard to get for local keywords.
By using the AdWords Search Query Report, you can get a clear understanding of the actual keywords prospects are typing in to Google to find you. You’ll also be able to see how many times each keyword is being typed in each day/month.
(In fact, I’ve set up campaigns for clients for the sole purpose of collecting keyword data because AdWords is the only way to get truly accurate data.)
You can also use AdWords for market research to test out offers, headlines, book titles (did you know the title of Tim Ferriss’ best seller “The 4-Hour Work Week” was decided by an AdWords test?), landing pages, etc.
When you find an offer, headline, title, etc. that works well in AdWords, there’s a good chance it’s going to work well in other marketing pieces too. Here are a few articles that show examples of how to use AdWords for keyword research or market research.
AdWords is an incredibly powerful tool. And if you’re already using it to generate leads and sales for your business, that’s awesome…keep it up!
Just don’t ignore others ways you can be using it to gain a competitive advantage in your market.