Adwords is one of the best ways to find new customers.
You can show your ad on the Google results page when people search for words that are relevant to your business (EG: boiler repairs newcastle).
I’ve been using Google Adwords since 2004/5 in various businesses to reduce client's cost per click and outsmart their competitors.
The problem with Adwords these days is that it’s been around for a long time now and it’s one of the most competitive advertising spaces in the world.
So if you don’t know what you’re doing, it’s easy to lose money.
People often forget that the search results ads are only a fraction of the people you can reach on Adwords. If you do it right, you can use Youtube, Gmail, and Google’s display network to target the right people for less than a tenth of what your competitors are paying.
If you would like help with your Adwords campaigns on a "pay for results" basis, please book your free consultation here.
Landing pages go hand in hand with Google Adwords.
A landing page is a page on your website someone hits when they click on one of your ads.
With Adwords, it’s suicide to send someone to your website’s home page because only a tiny percentage of people will do anything.
Most will stay for a about 5 seconds, then click the back button. And when you’ve paid for that visit, this is bad news.
A landing page’s aim is to get people to do something when they hit your site. In most cases that’s either to phone you, fill out a contact form, or give you their email address (see automatic email sequences for more about this).
Compared to your homepage, a good landing page will improve response by 10 – 20 times. In fact, a few good landing pages can save a poor Adwords campaign, without really touching the Adwords account.
So if you’re doing Adwords, you need to be using landing pages. If you’re not, you’re losing money.
I’ve had some of my biggest successes using landing pages for clients. A good set of landing pages took a HGV training company I was working for from £30,000 a month turnover to £100,000 a month.
Interested in testing landing pages on your site? Grab your free consultation and we'll discuss a performance based landing page campaign to suit your business.
Have you heard of an autoresponder?
If you haven’t, don’t worry. It’s a secret weapon most people outside the marketing world don’t know about.
Here’s what it does: It sends personalised emails (not spam) to people who sign up on your website. You can program it to send out personalised emails in sequence to your prospective customers.
Confused? Wondering how it applies to you? Let me explain it with a story about my first business.
It was 2004 and we’d spent nearly all we had (about £5000) on a big Yellow Pages ad. The Yellow Pages came out and we didn’t get one measly phone call for our 5 grand.Panicking, I learned about Adwords, Landing Pages, and Autoresponders. I sent Adwords traffic to a landing page that said something like “don’t buy a new boiler until you’ve read this shocking report” (or something similar).
Here’s the thing. The visitor couldn’t access the report until they filled out their name and email address on a form on the landing page. When they did, the autoresponder worked its magic. Seconds later they got an email from me, addressing them by name, and thanking them for requesting their free report.
All this happened automatically. The next day, they would get another friendly, personalised email. A couple of days later, they’d get another. I think they got about 7 emails over about 3 weeks – and the best part was, it all happened on autopilot. I only had to write those 7 emails once. The autoresponder system did the rest. From memory, about one in six people on the autoresponder became customers. It cost us about £60 in ads to get a £4000 install job. That’s a pretty good return on investment.
You see, most people don’t buy the first time they see you online. They need to come back and get to know you. They need to learn about the subject – and learn about your business, too. An autoresponder does this for you, automatically.
You can use them to “warm up” website visitors who don’t know who you are. You can use them to send people mini courses on a subject - and you can use them to follow up with customer’s after you’ve sent them a quote or proposal. So autoresponders are like mini, automatic salesmen or reps, who help educate and sell to your customers while you’re working, sleeping or relaxing.
Copywriting is writing words that make people buy.
Online, this is important because it’s the glue that holds all the rest of your marketing together. You can do everything on the list above: Adwords, landing pages, autoresponders, retargeting, direct mail – you name it. But if the words in all those things don’t persuade enough people to respond to you, it’s all been wasted.
So it’s important to word everything – from Google Ads, to landing pages, and even quotes – so that people respond.
That’s what good copywriting does. It grabs the customer’s attention, explains how your offer benefits them, and asks them to respond.Without it, nothing else will work.
So just like a good copywriter should, I’m going to ask you to respond. Click here to for a free chat about your marketing.
I’ll give you some free ideas that’ll help you make more money. Plus you and I can work out whether we’d be a good fit for working together.
If you would, let's talk. Click the button below for a free consultation...