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Agenda
1: Main benefits of Google AdWords 2: Preparing the sales pitch 3: Objection handling
1. Benefits
Reach
Relevance
Ads reach only those interested in your/clients offer (Pull Marketing) Pay-per-Click model ensures an investment is made only when there is an interest from the potential customer
ROI
Source: Forrester Research Inc., UK Internet User Monitor, iProspect, Offline Channel Influence on Online Search Behaviour, 2011
AdWords ads (sponsored links): independent from organic results answer the queries > relevant for the user Ad position: Quality Score x Cost Per Click Pay Per Click investment only when the ad is clicked upon Natural (organic) results: independent from AdWords no fee when clicked results are depending on the quality and relevance of the web page long term effect
Success Stories
AdWords brought 10x lower price-per-conversion compared to other channels We increased our online sales for 50% using AdWords
ROI
Advertiser objectives Success measurements
Sale: A process that begins before and ends after the meeting
Introduc)on
Fast Pleasant Short and tedious Seeks meeting
Prepara)on
Who is the client What is the target market Who are the competitors What do they offer
Mee)ng
Brief opening Identifying needs Display service / your product Closing
Tracking
Strike while the iron is hot! Follow-Up Strive for quotation
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Example How to select a promotional message The term that has highest search volume is engagement rings - you should include it as a message in all your promotions You can also dive in some cases at the level of countries and regions
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83%
Of internet users use search
89%+ of traffic generated by search is not replaced by organic search when ads are paused
Average ROI of 7
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1 3 paid
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3. Handling objections
Advertiser FAQs
What customers dont know and how to teach them 1. Cost and budget 2. Organic vs. paid listings 3. Market saturation 4. Sales & conversion metrics 5. Max CPC vs. actual CPC 6. Ranking 7. Cant See Ad 8. Content network 9. Invalid Clicks
Google Confidential and Proprietary 20
What is your position and what terms? Is there any other phrases that people are looking where you do not appear?
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Cost and budget: AdWords can pay for itself, even for a small and medium business
AdWords supports advertisers of all sized budgets You will identify the most effective and affordable keywords Ads dont need to be shown all the time to still be effective Each month or quarter you will receive a report showing how your money was spent 1,000 initial investment in AdWords 0.50 CPC 2,000 clicks 10% conversion rate = 200 sales Average sale = 50 1,000 investment 10,000 in sales Reinvest profits, increase budget
Google Confidential and Proprietary 23
Promote
Long-term task Can succeed in a limited number of keywords, not necessarily those that are most popular Suitable for the top search engines Constantly to be adjusted according to changes in algorithm Search engine decide where on your site visitors will enter Pay for the service - there is no guarantee the results for multiple entries
Advertise
Instant results Control keywords reaching a larger number of searches. Control the marketing message Fit the page to create conversions / sales Is not dependent on the search algorithm You direct users to a landing page that applies to you You pay only for those coming to your site
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Reason
Be clear you talk about ads/sponsored links, not organic results It is not necessary that the users are interested in what your client promotes Even if your CPC is the highest, the Quality Score of the landing page might be low, therefore the ad will unlikely be first (or even show)
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Recap
1 2 3 4 5
Reach, Relevance, ROI Integral part of the media mix Be prepared, research AdWords can pay for themselves Value, not features
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