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Step 10 of 12 – Paid Google Ads – How and Why.

Step 10 of 12 – Paid Google Ads – How and Why.

 

Running Google ads and why you need to pay for it.

 

It is one of the most frustrating things when you search for your company, product or service in Google and your competitors pop up, and you don’t even see your name. If this happens to you, it also happens to your customers, and that means that you are losing money.

“Make sure that you understand the intricacies of Google.”

Creating effective Google ads can be a complicated task. Implementing them and optimising it can be even worse.

Just having a website and not advertising it is like opening a small shop in the hidden back alleyways of a mall, no one will see it. Do not just rely on search engine picking up your website, metadata or SEO. It is not always good enough. Your competitors will beat you every time someone searches for your product or service.

Spending money on Google ads can easily be one of the most important things you can do as part of your online marketing strategies.

But, as soon as you start using Google a lot of questions suddenly start popping up. Things like: How do you create an ad? Why am I not seeing my ad? Why am I paying so much?

When you want to run Google ads, you need to keep a few things in mind:
ADS MANAGER
To run Google ads, you need to have an ads manager where you can create your campaigns, ad groups and ads. The ads manager is not the easiest to figure out, but when you understand it, you can run amazing ads.

KEYWORDS
Keyword, key phrases, negative keywords etc. These are the most important things when designing your ads. Your ad will not be effective if you throw a bunch of keywords at it because you think it is relevant. Having too much (or the wrong) keywords will waste your money. Make sure that you identify 5-10 (max) very relevant keyword/phrases.

OPTIMISING
After your ad has run for a few days, you will be able to collect data from Google to start optimising your ad. This is important because it can save you money. The more relevant and clearly defined you can get your ad, the cheaper it will become to run it (and you can still hit the number 1 spot).

RETARGETING
Implementing retargeting ads can give your business a massive boost. Having a potential customer seeing your brand, product or service all over the internet will only build your reputation and will drive that prospect to your website or landing page.

CALL TO ACTION
Your ad (and the landing page that follows your ad) needs to have a clear call to action. What is the use of telling someone in your ad that he needs your service or product, but when he clicks your ad he has no idea what to do next? It is to easy to get distracted by branding, navigation links and images. Always tell your prospect what to do next.

“Always tell your prospect what to do next.”

Make sure that you understand the intricacies of Google. How the campaign structures work and how you can optimise your efforts. Landing at the top of the search is not only a significant confidence boost for you and your company, if done correctly, it will also give you a high return on investment from new prospects.

 

In the next Blog:
We will have a look at ways to get a customer to return and how to become a regular repeat customer.

Step 11 of 12 – Getting (and keeping) customers to return.

Step 11 of 12 – Getting (and keeping) customers to return.

 

How to get a customer to return and to become a regular repeat customer.

 

The ideal customer is the person who not only buy one time from you but returns for another purchase. The idea is to get a repeat sale again and again. Ongoing income should be one of your main goals in your business.

“Ongoing income should be one of your main goals in your business.”

Some of the biggest challenges that some companies face is the fact they think that a customer can only buy from them once. If it is the case, then you might need to make some changes in your business.

Another challenge you might face is that for some reason your customers are not motivated enough to return to you. In this case, you might need to rethink your products or the services you offer.

And the last point is that you might not be 100% sure if your customers are satisfied with your product or service. Is it good enough so that they would want to return?

Let’s break this down a bit…

MY PRODUCT IS A “ONCE-OFF” BUY.
I spent some time to think about instances where this might be true, but I can not find something that fits this statement 100%. Almost every type of business I thought of has the opportunity for multiple sales.

Let’s look at a few examples (and solutions):
1 – Wedding Venues: A couple only gets married once (we hope). Yes, that is true, but there are ways to get a return client. Become part of that couples life journey. Do not just focus on their wedding. Start from their engagement. Offer a space for the engagement party and engagement photo shoot. Then the wedding. After that the first anniversary. Birthday parties and other special occasions. Think of anything that you can offer a new couple for the rest of their life. If they like your venue, they will return.

2 – Photographers: The same as with the wedding venues. Become part of their lives. Become friend and partner. They must refer to you as “OUR Photographer” NOT “THE photographer we used at our wedding”.

3 – Jewellers: Don’t just make or sell a ring to someone. Think of how you can build a relationship with your customers. You must know your customers by name (and they must know yours). A customer should be able to “pop in” at your shop once a month for a quick coffee and, and while she enjoys her coffee, you can quickly clean and service her jewellery.

The list goes on, but the point I want to make is that you need to build a relationship with your customers. Become a part of their journey. Become part of their life.

MOTIVATION FOR A CUSTOMER TO RETURN.
You need some motivation, especially at the beginning of a relationship, for a person to return to you and support you again. They don’t know you or trust you yet, so find some incentive for them to consider you a second time. It can be in a range of forms from discount offers, or specials to gift voucher, coupons or anything that might seem like an attractive deal to them.

Always ask yourself the question: “Why would I return to support myself?” Put yourself in their shoes, and it should become clear as to what you can use as your incentive or motivation.

ARE THEY SATISFIED WITH ME OR MY PRODUCTS?
The ultimate goal would be that your product or service is so outstanding that a customer will send you a letter or give you a call to compliment you. When you are receiving compliments or good reviews without asking, it means that you’re are on the right track.

If you do not get that, it might mean that you might have to start looking at your quality of service, or your products.

A great way to find out is to run a survey. Get customers to give their feedback in the form of a questionnaire, reply on an email you sent with a few questions, reply on an sms, comments on facebook etc.

Think of a way that you can ask your customers (or potential customers) what they like and what they want. According to that, you will be able to determine what changes you need to make.

The key here is to keep it short. One or two questions. Do not spam your customers because that might also drive them away.

“…you need to build a relationship with your customers. Become a part of their journey. Become part of their life.”

As a summary, what do you need to consider to get return clients?
1 – Do I have something I can offer them for the rest of their lives?
2 – What offer, solution or benefit do I have to get them to return, and that will improve their lives?
3 – Is my product or service quality good enough for them to want to return?

 

In the next Blog:
Handling and processing al the new lead streaming in.

Step 12 of 12 – Handling and processing new leads streaming in.

Step 12 of 12 – Handling and processing new leads streaming in.

 

How to handle new leads that stream in from an ad campaign.

 

Having numbers of new leads streaming in from your ad campaign is a big confidence boost to you and your team. From only a few days worth of work, hundreds of potential customers make contact with you or give you their details.

The problem is that they are still just a lead, a potential client. They are not yet paying customers. The easy part is getting these leads. It is a bit more work to convert them into paying customers.

“Respond to a new lead asap. The longer you wait, the sooner you lose the deal.”

I have seen with previous campaigns that only a tiny percentage of leads (around 3-5%) converts into paying customers. That means that for every 100 leads you get, only 3-5 people will become your client. This number is not true for all companies because the more effort you put in, the higher the conversion rate.

The biggest challenge for most companies is to keep track of all these new leads.
“Who did I follow up?”
“Who is ready to buy?”
“Who still needs some warming content before buying?”
“How will I convert these leads into paying customers?”
These are the most common questions that I have to deal with in every new campaign.

There are a few things you can consider to make this process from lead to customer easier for yourself:

GATHER THE LEAD INFO INTO A DATABASE.
It is crucial that you create a database for all the new leads from your campaign. Even if it is just a simple spreadsheet, you need to have records of everything (and everyone) in one place.

Using a spreadsheet is the easiest way to keep track of every detail as you can add columns with info as you need it.
Keep track of things like:
– Who are they (Name & Surname)
– Contact info (Email and Phone Number)
– Relevant info for your sale (Do they want your product or do they need more info?)
– First Contact (Did they contact you or the other way around?)
– What was the result of that conversation?
– Did they become a customer eventually?
– Do they want info from you on a monthly base? (Eg. Newsletters)
– Any other relevant information that you might need in the future.

LEAD FOLLOW UP TIME IS CRUCIAL.
Respond to a new lead asap. The longer you wait, the sooner you lose the deal.

Every day we click on hundreds (if not thousands) of links and buttons on social media. It is easy for someone to forget that they clicked on your ad or that they shared their information with you.

Do not give a prospect time to forget. When a prospect clicked on your ad, he was interested in your product. Catch him in that state of mind. Pick up the phone and call your lead within 15min. Your closing rate will be much higher than the leads you call 30min later. If you find this hard to believe, you are more than welcome to test this with your next campaign.

AUTOMATED SYSTEMS.
Consider using an automated message system like email drip campaigns or messages on a platform like Facebook Messenger.

Keeping communication with your leads regularly will keep you fresh in their minds. You can also use this as an opportunity to close a deal, remarked another product/service, or inform them of news in your business.

If done correctly, you can also personalise the emails and messages to make your lead (or client) feel like they are the only one. Wish them a happy birthday. It makes a huge difference in the way they see your business.

HAVE YOU DATABASE OPEN.
When you contact a lead (or when they contact you), it is essential for you to have your database open in front of you. Make notes on what he says and what he wants. You might even get info from him that you can use for a next sale in the future.

Having his info in front of you will also give you the opportunity to talk to him on a personal level. You will not forget his name. You can chat to him about the info he gave to you. You have the opportunity not only to be a salesperson but to become a friend.

KEEP YOUR DATABASE “CLEAN”.
Do follow up surveys after each campaign. Ask your database questions to determine if your campaign was successful. The questions you ask will also give you insights on how, and where, you can improve, not only your ads and campaigns but also your sales process and after-sale service.

If a person responds negatively and does not want communication from you, delete them from your database. Do not keep negative clients on your list. It will help you a great deal with your next campaign.

“Do follow up surveys after each campaign.”

So in conclusion, a few key points:
1. Keep track of the leads with a database.
2. Do not waste time before you follow up. Act immediately.
3. Use an automated system to keep in contact with your clients weekly.
4. Have your database open every time you communicate with someone.
5. Do quality and satisfaction follow up surveys.