Welcome to the Google Marketing Podcast where we focus on increasing sales using digital marketing. The Google Marketing Podcast mainly focuses on increasing leads, buyers, and interested parties through the use of Google AdWords platform. Thank you for joining us today.
Mike: Hi, this is Mike Anderle with the Google AdWords Podcast. We’re looking forward to today. We’re going to be speaking about the campaign, how to set the system up, and specifically why we’re trying to work this with the lead generations. We’re going to be talking with Jordan White from Google AdWords. He’s in the partner area, so he’s going to answer some questions. We’re going to get him on the phone and ask him about the ROI and how to make that work effectively for your internet marketing, as well as determine which budgets you should be thinking about if you’re a local, state, or national business. First, we will discuss campaigns and the reason for using Google AdWords in the first place, which are some of the things that you should be thinking about, especially if you’re a service business, such as a dentist, for example. The information related to dentist is also appropriate for most every other business, and that is specifically lead generation.
If you’re trying to create leads for your business- whether that’s going to be a business that has a shopping cart on it or a business where you have sales people or specifically a dental business- where it’s either word of mouth or marketing that brings them in, the idea is to stop cold calling. Google AdWords can allow you to create an opportunity of process so that you have warm leads. Some of those leads are going to be AdWords, called the top of the sales funnel, where they are just interested in information. Some of them are already going to be at the bottom of the sales funnel, and when you’re able to grab and hold the individuals that are ready to buy right now, you have effectively shortened your sales cycle;’ you reduce the cost of acquisition for that client, and you make good ROI on your Google AdWords campaign. The next point is that it brings interesting leads both to your phone, website, door, and email.
So think about the different ways that Google AdWords can bring these leads to you. For instance, when you add your phone number to the Google AdWords opportunity, you can bring your customers specifically to what are called landing pages within your website. You can introduce them to come to your door through Google Mapping, email, or eBook alternatives. We’re also going to be talking about different things related to Google AdWords and the lead generation process on capturing their interest at the best times in the sales process. This is something that I want you to think about, and it’s related to key words themselves and what are people searching for at what time of the sales process. An example of this might be televisions. If someone is looking for LCD versus LED versus OLED, that’s not very far down on the sales process.
These individuals are researching what’s going on, and while you can certainly acquire their interest or a typical big box retailer, that’s probably not going to be a very effective way, because at that point, they’re still researching, and you’re going to be spending money per click getting them to come to you. It would be more appropriate, perhaps, if someone is already searching for, say a Sony 55-inch with a model number; that individual is getting pretty specific. They’re further down of the sales cycle. So they would be worth the cost of the click and trying to acquire them. The next idea related to lead generation in the sales process is reducing the sales cycle time. Depending on the complexity of your sales cycle, you might have opportunities to move people along in frequently asked questions, selling, and moving or reducing the sales cycle itself.
Finally, when you’re able to successfully implement a Google AdWords campaign and internet marketing campaign using the different Google opportunities, you can think about creating a reliable growth. While we all know that incredible sales people are certainly worth their weight in gold, one of the hardest things in the world to do when you’re trying to grow your business is to understand how the higher quality sales people work. And not only that, because some of the sales people you hire are really not the kind who go and grab new sales. They’re the ones who kind of wait for them to come to them. Some types of sales people we call “farming sales people.” Other ones are active for cold calling, although those are kind of rare breed.
So what we want to do is try to implement a Google AdWords campaign where we create reliable growth and opportunity, meaning that we dial in on the ROI of a particular theme, a particular set of key words, a particular set of landing pages, and give a call to action that actually motivates individuals to either email, call, or walk in that door. We’re able to understand the acquisition process, and then we can start dialing it up, and at some point, when our ROI is obviously worth more, so we can feel comfortable creating a larger and larger budget. And then the opportunity has moved out; unless you’re a hyper local company, you can start moving that information and branching out to other areas of the United States. So, all of these things are opportunities related to Google AdWords and different internet marketing practices.
What we want to talk about a little bit is just the campaign in general, in order to break this down. Three core questions that I want you to think about right away are these:
1. What are we selling? When we’re looking at a Google AdWords campaign, this does not mean we’re selling our whole company. For example, if we’re thinking about the dentist themes, we have our opportunity to say if we talking about cosmetic dentistry. Or, are we talking about just general dentistry? Are we talking about someone who is keeping their teeth healthy?
2. There are different themes within the campaign or Ad Groups, and there’s a cohesive set of key words and thoughts behind them, and the relevance behind this has lots to do with the quality score. The quality score, along with what is called your Cost Per Click, are relevant to Google, because they mean that, when people click on the ad, they get the result that they want, which according to Google, is more important than how much they’re willing to pay for that ad. One thing clients should ask is, “How should we break down these themes within a Google campaign?” And what we say is to take a look at your website. If your website, for instance, once again is broken down into a certain area of interest, consider breaking down your campaign in your Ad Groups within those same sets of interest.
3. And finally, something that you have to deal with at the top level of campaign is location and language officer. What language are you going to place it in? Certainly, here in North America, we’re thinking often of English; however, you can create a campaign for multiple languages if you have the ability to speak multiple languages, and you might actually find out that your advertising costs are less in another language, because your competition is far less. And then there’s the location itself. So if you’re able to start implementing location related to the city Los Angeles, Orange County, we want to break down some of our campaigns related to cities, because people respond to the locality much higher than they do when you just keep it broad. So we want to actually implement something that says “Los Angeles” or “Hollywood” or “Ervine” or “Anaheim” or, here in Texas, “Dallas” or Fort Worth” or “Southlake.” No matter where you are, you want to be able to often focus on the locality itself. …