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James Parnwell

James Parnwell

Sneak Preview: 10 Secrets to AdWords Best Practice #1

Sneak Preview:

10 Secrets to AdWords Global BEST PRACTICE


One of Four Introductory Articles by James Parnwell of TheOnlineCo.

Google AdWords for Your Business

We sat in a coffee shop with Marge. She was full of life and passionate about her business, and told us a story that we hear over and over again. She was using Google AdWords and getting no results. Nothing. Despite spending $2,000 per month.

She thought AdWords was a waste of time.

As we spoke, we gave Marge many examples of how we had helped people grow their businesses using AdWords; it’s not that Marge isn’t clever enough to build a campaign, but she is an expert in her line of business, not in Google AdWords.

Two months after our chat with Marge, she was spending half the budget – $1,000 per month – and received 17 leads in the first 30 days, which brought them a strong ROI. Needless to say, they were delighted!

After being a Google AdWords Certified Professional for seven years now, I’ve seen this over and over.

Google themselves give you instructions on how to set up a campaign. You can see them at Create an AdWords Campaign to Reach the Right Customers. Unfortunately, this is very basic and doesn’t teach you how to get the best ROI.

Let me warn you…

If you don’t set up your AdWords account correctly, you’re already wasting your money. Plain and Simple.

If you want a campaign that truly works, delivering a 5-20x return on your investment, you need to know some of the secrets I will tell you in this series.

I have been a Google Certified Individual for over seven years and now, as a Google Partner, I have access to what the industry calls “Google Best Practice”. This means we know all the tips and tricks to make your campaign really work and follow all their changes. In our business, TheOnlineCo., we have built a solid workflow to quickly implement our system step by step and ensure Google Best Practice. And we’ve got 10 secrets to share with you. We’ll cover the first four in this series:

  1. Do some Old-School Marketing Analysis.
  2. Your Google AdWords campaign: Set Up Strong.
  3. Keywords Matter.
  4. Create Google AdWords Copy that Sings.

At the end of this series, you’ll have a chance to check out the complete eBook if you want to learn the other six. In this article, we’ll talk about analysing your company goals and marketing to set you up for success with Google AdWords.

We sure love our clients and, of course, TheOnlineCo. wants you have extreme success. So we’re going to give you whatever we can!

One quick warning before we get started. Google AdWords is not a get-rich-quick scheme; it is a solid and proven business-building tool. It takes time and effort to make it work, as anything worthwhile does, but instead of spending years learning how, read and use these secrets to shave years off your learning curve.

Secret #1 Do some “Old-School Marketing Analysis”

You need to base your campaign on rock solid Business Principles. If you just rush in and start setting up keywords, you will soon find yourself spending money with no idea about whether it is achieving anything for you or not.

Secret #1 may seem cumbersome, but we believe in it so much that TheOnlineCo. actually turns away clients that won’t do this process!

1.a. Understand Your Customer

  • Who is your customer? Get a visual picture of them; perhaps even do a Google Images search for a typical customer so you can see them.
  • What is their Age?
  • What is their Location?
  • What related Interests might they have?
  • What is their Gender? Perhaps it is both, but most businesses we deal with have a gender bias one way or another.
  • What Language do they speak?

1.b. Unique Service Propositions (USPs)

  • What is better, different, faster, cheaper or unique about your product or service?
  • All businesses focus on one of the following deliverables: Quality, Convenience or Price. Some businesses will try to target 2 of the 3, but no business in the history of the world has ever had the cheapest, highest quality and most convenient product or service. It’s never been done, don’t kid yourself, you can’t do it. So don’t try. Pick one and own it!

1.c. Sales Targets

  • What are your sales goals?
  • What is an average sale worth?
  • How many leads do you need to make a sale?

Note:

Read this entire article series to get the most value and for a chance to see our exclusive Marketing Plan videos for free, both for AdWords and for other marketing purposes.

Secret#1 – A Real-Life Example

We recently started working with a client who owns a Country Spa. They provide beauty treatments, such as hair styling, massages, waxing and the like, and their primary market is women – except around Mothers Day and Christmas, when they were able to target husbands and boyfriends.

The shop is in a town near Sydney, Australia so they wanted to target ladies within 20 kilometres of their storefront. Most of the ladies were aged 30-55.

They offer a high-quality service and they don’t compete in price – in fact they are deliberately a little more expensive than local competitors. Their USP is the high level of service they provide: the customer will be assigned a particular staff member who will look after them on every visit, so they build a friendship and receive consistency of service.

They wanted to increase their sales by $10,000 per month. Each customer spent on average $120 per visit and would visit once a month. We estimated that a customer would continue coming on average for 1 year so the average value of a new customer was 12 x $120 = $1,440. In order to grow the business by $10,000 per month we needed 83 new customers. So we aimed to get 20 new customers per month over the course of 4-5 months.

They knew that once someone contacted them, they always booked in, so every lead turned into a sale. A 100% lead-to-sale ratio is fairly unusual. We deal with clients who have 65% down to 10%, all depending on what industry they are in.

I think it’s important to point out that the client didn’t know the exact numbers for some of these questions – they took educated guesses for some of them. Experience tells me that this works very well. An educated guess is much better than no guess at all. Also, it’s possible to adjust the numbers later once you have measured your campaign over time.

But as you can imagine, even with 100% sales conversions, that rate can certainly go down depending on the quality of the leads. So you’ll definitely want to catch my next article in the series, because you’ll need to make sure your Google AdWords campaign attracts just the right people!

In this article, you learned how to understand your business goals clearly. There is no skipping or laziness allowed in this step, because all the other secrets depend on Secret #1. The next articles in the series are:

  1. Your Google AdWords campaign: Set Up Strong.
  2. Keywords Matter.
  3. Create Google AdWords Copy that Sings.

Bookmark this article and go here for Secret #2. To skip the entire article series and go straight to purchase the e-Book, go here.

For a marketing analysis on how we can help you grow your business using AdWords, please contact us or for more information check out our eBook http://factory.theonlineco.net/ebook-google-adwords-10-secrets/

Here’s to your success!!

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James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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