Google Marketing Podcast – Return on ROI Ep 01 CONTINUED

anything out of it because you don’t prepare for it. I mean, that’s really where guys like you and guys like me come in, because we are the people who have seen what’s happened. We’ve studied it; we’ve taken tests on this stuff, and we’ve really looked at case studies to see what is working. Now, what works in one vertical is not going to work in another one. So a florist is going to have a different ROI goal, and someone at selling servers is going to be a little different So when it comes to ROI, it’s all about preparation.

If you’re not saying, “Okay, how much is it going to cost me to make this? How much am I going to sell it for?” and if you’re not doing that simple math, then that’s really going to hurt you in the long run ,because you don’t know how much you can spend a day, and you don’t know how much you’re going to sell a day. You don’t really have a goal. But the rule of thumb with us is that you always want to shoot for it in the preliminary stages, and by preliminary, I mean within the first 30 days.

So you run a campaign for the first week. I don’t really expect the campaign to get a lot of traction the first week. Sometimes it happens, but you really have to tweak it. It’s like a baby. You’ve got to feed it; you’ve got to nurture it; you got to put it to sleep and make sure you watch it and make sure it doesn’t do anything crazy, because at the end of the day, this is your money that you’re throwing out there, and you want to make sure that you’re watching it as closely as you would a child.

Mike: Okay. And so we’re going to focus a little bit toward dentists for the next seven podcasts, and so related to that, I mentioned before that there are different themes where we have cosmetic dentist or general dentistry, or we have teeth whitening. What are some of the ROIs that you might have seen related to dentists?

Jordan: So with the dentists, usually what I’m seeing is that they will focus the ROI around how many clients they’re getting, not necessarily on what procedures they’re doing, although they do focus on services that they offer that will make them the most money. And so the one thing that dentists love about AdWords is that, not only can they be found on search, but also on maps and things like that. In a Google, where people are actually looking for stuff like this, they’ll know where to go, they can find the hours and all the information that they need to make the best decision.

Now the one thing that they really like is when they can have their clients go online. I mean, I actually wrote reviews about them because, when we send to that, when you have a page or a Google+ page or whatever it may be, which are all free. When you have those, and you have reviews on them from an actual person that’s writing a review on your company, it’s going to speak volumes to people, because people trust other people more than they would the actual company that’s going to be talking about how great they are. Because for every positive story, there’s going to be some negative. Not everything can go well. We found that out in 2008; we cannot all live large.

That’s kind of the way that it goes. You’ve just got to be ready and prepared for that stuff. But dentists usually focus on, new clients and finding people that are just trying to get special teeth services done. What really is my goal? And so for dentists, it’s really important that you don’t come to AdWords like a blank canvas and just say, “What do you got?” You really need to come to the table with an actual purpose, with an actual goal that says, “I want to get this many customers per month. I’m already getting this many customers right now, and so I hope to grow that by X amount of customers per month.”

Because then we can have an actual dialogue about, “Okay, now we can measure it. How many customers have you gotten from online?” And we can track all this stuff using all the tools in AdWords, but it’s really about making sure you come up with the plan, making sure that you come with the purpose, making sure that you’re ready to implement that plan, and also you want to make sure that you’re listening. Typically, a company will call us, and they’ll have a million things going on, and they say, “I want to get AdWords.” Then they run it, they don’t really listen, and it doesn’t do too well for them, or it doesn’t speak for them, and you still don’t know what’s going on.

But you want to listen and say, “Okay, I can sit here, and I can make all these assumptions. I can make recommendations all day, but it may not be the recommendation that’s good for you or that you want, because my goal may be different than your goal. I may be trying to drive new clients; you may be trying to drive people that are actually going to get special teeth services done. And so really, as a rep here at Google, you need to know the client’s goal. Are we trying to get new clients? Are we opening up a new dentistry, or do we just want to build awareness?

What is it exactly that I want to do? Am I pediatrics? Am I family? Is my clientele under 35 and do they have kids? What really do you do? You have to know what you specialize in. What do people come to you for? Then really reverse engineer that into your AdWords campaign. Because if we can do that, chances are you’re going to have a very successful campaign, and the ROIs are only going to go up, and there’s ways that you can track this stuff.

And so that’s why a lot of people that do use AdWords spend so much money, because they are seeing a return. There’s no way that some of my clients are spending 30 grand a month, $500 a day, $300 a day, $1000 a day; the reason they spend that much money is because they know that it works. They can see it; they track it in their actual dashboard or in their interface on AdWords, and they can actually say, “Okay, I know that Billy, Jim, Fred and James all came from Google AdWords this month, and they’re going to be repeat clients because they’ve actually signed on with my dentistry, and now I’m going to be getting money from them and also from the healthcare provider. I’m going to be getting money from them every month. So now it’s going to be even better for me.

The cleanings, kind of building, the client base, like anything, takes time to make money, to get the ROI up, and things like that, but if you don’t have a goal in place, and you’re not tracking how well you’re doing and how your progress is going, then there’s no point in just running your AdWords campaign. I mean, do something that may be a little bit higher level, because not everyone will know, but conversion tracking and then cost per acquisition are going to be really, really good as far as gauging exactly what’s going on. Now, with that …