Sell More With Full Google Adwords Management
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Google AdWords Campaign Example
Google offers a service to anyone that would like to be placed on the first page of Google search results for keywords relating to the client’s business. The service uses a Pay Per Click costing model where you only pay when someone clicks through to your website. The budget is paid in advance to Google or paid for via Credit Card when reaching a budget limit. For instance, if you own a restaurant then your Google advertisement might read:
Captain Abe’s Seafood
Family-friendly restaurant serving
fresh seafood and great atmosphere
The keywords that relate to your service could then be:
“family restaurant”, “seafood restaurant”, “seafood dining”, “fish and chips take away”, “seafood platter menu”, “restaurant near me” etc.
If someone searches in Google for ‘seafood restaurant’ , the bid for that keywords is high enough and the searcher is within your geographic targeting area, then the advert would show on the first page. If someone sees the advert and they want to know more then they will click on it. The visitor will then land on a specific page within your website where you have a Call To Action. If the phrase ‘seafood restaurant’ currently costs R10 (it differs per keyword), then it will be deducted from the budget that you have paid to Google. The actual amount deducted might be lower since the R10 would be the maximum cost you are willing to pay.
Simple explanation of how Adwords costing works
If you decide to pay R10 000 into your Google Adwords account and the average Cost Per Click is R10 then you should get around R10 000 / R10 = 1000 targeted visitors to your website in that month. Your monthly budget will be split into a daily budget. If you want to advertise an average of 30 days per month then the daily budget would be R10 000 / 30.4 days = R328.94 per day. Google will then show your advertisement until your daily budget runs out and then will show it daily until your overall budget runs out. Google may decide to exceed your daily budget on days where more people search for those keywords since there will be days where not enough people search for it and it runs below budget.
What are the common tasks performed in this Google Adwords Management service?
Our monthly Google Adwords Management Service will maintain your keywords, add alternative ad wording, trim dead keywords, add negative keywords, adjust keyword bids and maintain the overall health of your campaign.
It is very easy to set up an Google Adwords campaign. It is very difficult to set up a good one.
Google Adwords Advertising Frequently Asked Questions
How do we pay for the Adwords Management Service?
We offer it as part of our month-to-month Marketing Retainer. Within this Retainer you will also gain access to all of our other marketing services. As a start, we would only focus on using our time purely on your Adwords management.
Can I maintain the Google AdWords campaign myself?
Yes, you could, but we strongly suggest that we manage it. The money that you save in doing it yourself (your time also costs money) would likely pale in comparison to the money that you could lose through a weak Adwords campaign. It is not just your action that changes a campaign, but also that of your competitors. Our experience in interpreting statistics is what allows us to bring value into our offering.
How do I pay the advertising budget to Google?
You can pay it through EFT to Google’s South African bank account using a specific reference number that we generate for you. That would be the prepaid option. Your advert will stop running if your prepaid budget has been depleted. You can add your credit card details into your account (we cannot see the card details) so that Google can run monthly deductions automatically. We then control your spend using the daily budget method. Google Adwords charges 15% Vat on the budget. You can get copies of invoices from the Adwords account.
Can I advertise on Google in other countries?
Yes, you can choose to advertise in any country or multiple countries. This would make your advertisement appear in those search results. You may need to translate the advertisements if the primary language in that target country is not English. You would likely also need to have a translated landing page on your website. If you advertise in other larger countries then your cost per click is likely to increase dramatically since you are competing against a larger set of competitors than those in South Africa.
I don’t have a website. Can I still use Google Adwords?
No, you will need a website to send the visitors to. We can create a professional website for you if you require one. We have been creating websites for more than 14 years.
I have tried Adwords before but I didn’t get the sales? How can you do better?
Setting up an Adwords campaign is easy. Setting up an effective Adwords campaign is not. Our experience allows us to quickly decide on the best keywords to choose, optimal budget, optimal amount of ad groups, the best regions to advertise in, best negative keywords to add and how to interpret the statistics that are generated.
The website itself makes up 50% of the sales conversion process. If your website is poorly designed or the marketing messages and call to action are weak, then your Adwords campaign will send a willing buyer into a place that kills that will. We will advise you on how to improve your landing pages to improve the odds of a sales lead being generated.
How long does it take to set up a Google Adwords campaign?
It will depend on the complexity of the products and services that you want to advertise. It would normally take us about a week to have a campaign set up properly and ready to run.
What do you include in your weekly Google Adwords reporting?
We include the statistics for the clicks, conversions, which campaigns and ad groups performed the best, devices that performed the best and most importantly, the steps that we took to improve the campaign. You can ask us for any specific information if you want. You may also log into your own account and browse around freely. We have full transparency. We also offer a Monthly Executive Summary to show how we used the time in the Marketing Retainer.
How do we know if the Adwords campaign is successful?
Clicks is how Google makes money. Conversions is how your company makes money. As a minimum we would need clicks that are affordable and targeted. Then it needs to use up the complete daily budget. Then we (or you, if we do not have access) add conversion tracking to your website. This allows form submissions the register as conversions.
If you are running a live Chat service then we could ask that provider to add conversion tracking for chats started. Very importantly, you may receive directly calls or direct emails asking for your services or products. These may have been the result of your Google Adwords campaign, but we cannot track that. We have a Sales Lead Form available that allows you to ask clients where they heard of you. If they say ‘google advert’ then you add that call or email as a conversion on the document. So the sum of calls, directly emails, form submissions, chats started or even walk-ins in your shop should be allocated as conversions for your Adwords campaign to properly work out the Cost Per Conversion.
How do I know if I’m getting a return on my investment (ROI)?
It will depend on what you are selling. Certain products and services will have a longer sales life cycle, but the monetary size of that item is larger. Selling construction services for skyscrapers might take a long time to close and use more advertising budget, but closing one sale would likely pay for a few years worth of advertising. Selling a painted coffee cup might be a quick sell, but the value of that sale would be lower. It is very important to understand that you should not just work out your Adwords ROI on the sales done for a month’s advertising budget.
Work on the potential lifetime income generated from a new client that never knew that you existed before seeing that Adwords advert. These clients might come back to you with repeat business over the next 10 years. They might also create their own Word Of Mouth network, bringing in new clients with their own lifetime of repeat business. Look at the larger picture. Advertising is not a short term process. It is an integral, long term function of your business.
How much should I allocate to marketing and advertising?
A general rule of thumb for allocating your marketing budget is 5% of your turnover to keep market share and closer to 12% to grow. Sales solves everything. Without sales your company will starve. You need to start allocating a proper budget to marketing and advertising. The longer you pay a proper budget, the easier it becomes to pay. From this budget you might decide to spend a certain amount on Google Adwords. If you are starting a digital marketing campaign then Adwords would be the first place to start spending.