Increase your sales with Google Engage

Vedran Bajer Industry Manager Google Adriatics

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Agenda

1: Main benefits of Google AdWords 2: Preparing the sales pitch 3: Objection handling

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1. Benefits

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The 3 Rs of Google AdWords

Reach

71% of Slovenias population is online, 95% of them use Google

Relevance

Ads reach only those interested in your/clients offer (Pull Marketing) Pay-per-Click model ensures an investment is made only when there is an interest from the potential customer

ROI

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Internet is an integral part of the media mix

67% internet searches are triggered by offline advertising

81% use search engines

Source: Forrester Research Inc., UK Internet User Monitor, iProspect, Offline Channel Influence on Online Search Behaviour, 2011

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Relevance - how does AdWords work?

User enters a Query

AdWords ads (sponsored links): independent from organic results answer the queries > relevant for the user Ad position: Quality Score x Cost Per Click Pay Per Click investment only when the ad is clicked upon Natural (organic) results: independent from AdWords no fee when clicked results are depending on the quality and relevance of the web page long term effect

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Success Stories
AdWords brought 10x lower price-per-conversion compared to other channels We increased our online sales for 50% using AdWords

AdWords is our main marketing tool

AdWords increased the number of visitors by 19%

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ROI
Advertiser objectives Success measurements

Branding Build Awareness & Educate Prospects

Targeted impressions Qualified visits to your site

Generate Leads and Identify Prospects

Event registrations Newsletter registrations

Generate Sales & Acquire New Customers

Sales Conversions Site Registrations Catalog Requests

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Google Advertising is designed specifically around advertiser goals

You Control the Cost per Click You Control the Daily Spending Limit You Decide where your Ads Appear You Control your Marketing Messaging Track the Total Number of Conversions Determine your Exact ROI Review Custom Reports

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2. Preparing the sales pitch

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Sale: A process that begins before and ends after the meeting

Introduc)on
Fast Pleasant Short and tedious Seeks meeting

Prepara)on
Who is the client What is the target market Who are the competitors What do they offer

Mee)ng
Brief opening Identifying needs Display service / your product Closing

Tracking
Strike while the iron is hot! Follow-Up Strive for quotation

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Tools to use before the sales process

1. Insight for Search 2. Competitors 3. Traffic Estimator 4. Story with data 5. Do a search with the client 6. Many more...

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Preparation: importance of bringing knowledge

Example How to select a promotional message The term that has highest search volume is engagement rings - you should include it as a message in all your promotions You can also dive in some cases at the level of countries and regions

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Examples of trends in Search ole

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Competitors: What do they offer?

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Illustration is worth 1000 words

Use the Traffic Estimator tool to illustrate to clients the amount of new customers they could get and the estimated cost

Did you choose the right profession? ...

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Tell a story, use data

Use relevant data to convince your client, incorporate 3rd party research

83%
Of internet users use search

89%+ of traffic generated by search is not replaced by organic search when ads are paused

Average ROI of 7

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Do a search in direct with your client

Query

1 3 paid

Max. 8 paid Organic

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3. Handling objections

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Advertiser FAQs
What customers dont know and how to teach them 1. Cost and budget 2. Organic vs. paid listings 3. Market saturation 4. Sales & conversion metrics 5. Max CPC vs. actual CPC 6. Ranking 7. Cant See Ad 8. Content network 9. Invalid Clicks
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Common objections and dealing with them

Understood the reason for resistance and find a solution I am listed on Google

I do not believe in online advertising

What is your position and what terms? Is there any other phrases that people are looking where you do not appear?

What do you mean by online advertising?

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Response to customer concerns 'I do not have the budget'

What is your goal? How do you market yourself today? If you could acquire more customers for the same or lesser cost, you would like to try? AdWords advertising can pay for itself it is an investment, not expenditure. There is no minimum budget to start advertising - you can start for less than you feel comfortable with, and increase later when you feel safe.
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Cost and budget: AdWords can pay for itself, even for a small and medium business
AdWords supports advertisers of all sized budgets You will identify the most effective and affordable keywords Ads dont need to be shown all the time to still be effective Each month or quarter you will receive a report showing how your money was spent 1,000 initial investment in AdWords 0.50 CPC 2,000 clicks 10% conversion rate = 200 sales Average sale = 50 1,000 investment 10,000 in sales Reinvest profits, increase budget
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I already appear on Google why advertise?

Promote
Long-term task Can succeed in a limited number of keywords, not necessarily those that are most popular Suitable for the top search engines Constantly to be adjusted according to changes in algorithm Search engine decide where on your site visitors will enter Pay for the service - there is no guarantee the results for multiple entries

Advertise
Instant results Control keywords reaching a larger number of searches. Control the marketing message Fit the page to create conversions / sales Is not dependent on the search algorithm You direct users to a landing page that applies to you You pay only for those coming to your site

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Setting expectations - examples

What not to say
We can help you get listed on Google. We guarantee you will receive clicks. We guarantee your ad will appear first on Google.

Reason
Be clear you talk about ads/sponsored links, not organic results It is not necessary that the users are interested in what your client promotes Even if your CPC is the highest, the Quality Score of the landing page might be low, therefore the ad will unlikely be first (or even show)

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Recap

1 2 3 4 5

Reach, Relevance, ROI Integral part of the media mix Be prepared, research AdWords can pay for themselves Value, not features

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Thats all, folks!