How To Use Google Adwords To Move Prospects Along The Sales Process
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Did you know that 80% of the people who inquire about a product or service usually end up buying from a different company than the one they initially went to first? This fact is important because it says something about how people buy, and that they usually go through a sales process first before buying anything.
And this is no different online. You have to move your buyer through a cycle before expecting to close them on a sale. Even those buyers who buy impulsively go through a cycle of some sort - you just don't see it. All you see is that they came from nowhere to purchasing your product.
So when advertising on Google Adwords, you have to do the same thing. You have to move your buyer through a process in order to maximize the probability of them buying your product.
Let's take a look at 4 steps of the Google Adwords sales process below and see how you can integrate them into your Adwords campaign.
STEP 1: Know the objective of your campaign
So what do you want your prospects to do? Do you want them to buy now, or do you want them to signup for your free offer? Even before they clicked on your ad they were involved in a decision making buying process, so when they reach your ad, do you want them to buy - or learn more?
This step is important because not all buyers are the same. And they aren't the same because you and other businesses in your niche have trained your buyers to behave a certain way when it comes to buying the products in your niche. This is where market research comes into play and before you make your prospect do anything, you should already know their buying behavior in relation to the kind of products that you sell.
STEP 2: Selecting keywords
If this isn't the most crucial step then I don't know what is. When creating your Adwords campaign, the kind of keywords that you pick can make or break a sale. At this step, you have to put yourself into the shoes of your buyers and think about the keywords they would use to find your listing.
The majority of the keywords you select at this step will be broad - since most buyers typically aren't looking for you, they're looking for a solution to their problem. So almost any relevant person or business will do. But you want to turn their "any relevant person or business" into YOU being the person that can solve their wants and needs.
But you should know that the more broad keywords you select, the more hits you will get from people not looking to buy anything. Not only are these people not looking to buy anything, more than likely they're not looking to buy anything anytime soon.
What you want to go for here in this step of the process is laser targeted keywords that serious people are typing in. There won't be alot of these keywords, but they will almost always convert better and cost less than broad keywords.
STEP #3: Have a good ad
I could probably go on and on about this mistake but I won't. You should already know the importance of having a good ad that intices people to click and visit your website. Without a good ad, you won't get much clicks, and Google may even penalize you too for not having a relevant ad.
Without a high performing ad, you will have an ad that gets alot of impressions and not alot of clicks. With this combination, you will get a low click-through rate. If you have a very low click-through rate, your Adwords ad will be place to the bottom of the list of similar ad - simply because it has been proven to not perform as well as others. So if you want to see immediate effect in your bottom line, improve your ad. It's well worth it.
STEP 4: Make your landing page good
When users click on your ad, they should reach a page that describes exactly what you stated. Depending on how you run your business, this page should be very informative and related to what they're searching about - no matter if you use a "pre-sell page", a "squeeze page", or lead them to your product page.
A good landing page also plays a part in your overall quality score within your Adwords account, so you should take having a good landing page more seriously also. It's fine to test multiple landing pages also, but you want one that is most profitable for you, and that ranks well in terms of what Google considers to be a good ad.
Be sure to implement these 4 steps when creating or modifying your Adwords campaign.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com
And this is no different online. You have to move your buyer through a cycle before expecting to close them on a sale. Even those buyers who buy impulsively go through a cycle of some sort - you just don't see it. All you see is that they came from nowhere to purchasing your product.
So when advertising on Google Adwords, you have to do the same thing. You have to move your buyer through a process in order to maximize the probability of them buying your product.
Let's take a look at 4 steps of the Google Adwords sales process below and see how you can integrate them into your Adwords campaign.
STEP 1: Know the objective of your campaign
So what do you want your prospects to do? Do you want them to buy now, or do you want them to signup for your free offer? Even before they clicked on your ad they were involved in a decision making buying process, so when they reach your ad, do you want them to buy - or learn more?
This step is important because not all buyers are the same. And they aren't the same because you and other businesses in your niche have trained your buyers to behave a certain way when it comes to buying the products in your niche. This is where market research comes into play and before you make your prospect do anything, you should already know their buying behavior in relation to the kind of products that you sell.
STEP 2: Selecting keywords
If this isn't the most crucial step then I don't know what is. When creating your Adwords campaign, the kind of keywords that you pick can make or break a sale. At this step, you have to put yourself into the shoes of your buyers and think about the keywords they would use to find your listing.
The majority of the keywords you select at this step will be broad - since most buyers typically aren't looking for you, they're looking for a solution to their problem. So almost any relevant person or business will do. But you want to turn their "any relevant person or business" into YOU being the person that can solve their wants and needs.
But you should know that the more broad keywords you select, the more hits you will get from people not looking to buy anything. Not only are these people not looking to buy anything, more than likely they're not looking to buy anything anytime soon.
What you want to go for here in this step of the process is laser targeted keywords that serious people are typing in. There won't be alot of these keywords, but they will almost always convert better and cost less than broad keywords.
STEP #3: Have a good ad
I could probably go on and on about this mistake but I won't. You should already know the importance of having a good ad that intices people to click and visit your website. Without a good ad, you won't get much clicks, and Google may even penalize you too for not having a relevant ad.
Without a high performing ad, you will have an ad that gets alot of impressions and not alot of clicks. With this combination, you will get a low click-through rate. If you have a very low click-through rate, your Adwords ad will be place to the bottom of the list of similar ad - simply because it has been proven to not perform as well as others. So if you want to see immediate effect in your bottom line, improve your ad. It's well worth it.
STEP 4: Make your landing page good
When users click on your ad, they should reach a page that describes exactly what you stated. Depending on how you run your business, this page should be very informative and related to what they're searching about - no matter if you use a "pre-sell page", a "squeeze page", or lead them to your product page.
A good landing page also plays a part in your overall quality score within your Adwords account, so you should take having a good landing page more seriously also. It's fine to test multiple landing pages also, but you want one that is most profitable for you, and that ranks well in terms of what Google considers to be a good ad.
Be sure to implement these 4 steps when creating or modifying your Adwords campaign.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com