How to manage AdWords
A conversion occurs when someone clicks on your AdWords ad and then
does something useful like sign up to a newsletter, buy something from you or 'phone you up. Anything
that gets them engaged with your business.
Any money spent on traffic that doesn't convert is wasted -
obviously. But get this next point because most people
Any money not spent on traffic that would convert is a
lost opportunity. So you need to ask whether you should be spending more as well as asking whether you
should be spending less. This is where most advertisers go wrong because what you never get in extra
sales you can't measure and you can't see.
But it is a real cost to your business. It's money you are leaving on the table.
If your ads are invisible at the time hot sales prospects are searching for what you sell because you
are not spending enough with AdWords, they'll go to one of your competitors.
- You won't see the search in your AdWords campaign stats.
- You won't pay for an AdWords click.
- You won't get the sale.
- You won't get the profit.
- But your competitor
So if you are making a good profit on your Google advertising and
have the cash flow and the production capacity, you should simply spend
Breaking even with AdWords? Then you are probably much more profitable than you think if you ever get
repeat business from your customers.
Focusing on AdWords ROI is wrong! It really is. ROI is Not Profit.
Another error businesses make with AdWords is to focus on Return on Investment.
AdWords ROI is the wrong Key Performance Indicator for a business. To understand this more, read this article
on AdWords ROI.
The biggest mistake businesses make with Google AdWords
The biggest mistake businesses make with AdWords is nothing to do with AdWords
at all. It is that they don't design their websites to convert visitors into paying customers. I know why this
happens so often - it's because the four skills sets you need to build a converting website are rarely found in one
web design business. You actually need
technical skills - to write HTML and use useful things like
design skills - to make your site look respectable. But beware
of using too much Flash animation and so on that makes the designer look clever at the expense of your
wallet and your sales
internet marketing skills - to make best use of effective
online marketing techniques,
copywriting skills - to get people on your site to take an
action that is of value to you such as picking up the phone etc. Many sites fail because they are
"brochureware": they look like online brochures. Instead tou need to make your site sell hard. It
really needs to be designed like direct marketing material.
The majority of web design companies provide just two of these and also get in a complete muddle when it comes
to things like search engine optimisation.Conversion - what internet marketing is all about - is a problem that AdWords consultants
meet all the time: you drive top quality targeted traffic to a client's website and it just bounces off.
Websites that don't convert don't convert with
AdWords. Or with any other source of web traffic.
It is the equivalent of running a highly effective series of ads in a newspaper
to get people to visit a new shop that is dirty, only partly stocked, badly lit, run by unfriendly staff, in a
depressing part of town and often closed!
You just won't make sales.
So when you are thinking about working with an AdWords consultant, make sure you
get someone who understands conversion and all the other stuff too.
It's not all rocket science. I have one client whose conversion rate shot up
when, on my advice, he added his phone number to his home page. He wanted people to get in touch with him but they
had to navigate to a contact page to find out his details. Now they don't have to take that extra step so he gets
Here's a nice customer quote:
Google called on Friday to discuss why my payments have decreased so
My AdWords Management Service
I run AdWords accounts for a range of business that are usually (but not always)
based in the UK. I keep these accounts profitable and provide business and internet marketing advice to my clients
too. I focus on commercial reality - what makes you more money.
I open AdWords accounts. I take over existing accounts. I optimise accounts and
then hand them back. Whatever you want. I also add value by working on website conversion. I also set up Analytics
accounts and help my clients use the information from Google Analytics to target their advertising budgets
I have many clients who I have been looking after for over 5 years
continuously. My clients spend anything from £200 a month with Google up to £45,000 plus. I also love working with
US-based clients and clients looking to advertise in the UK who are based in countries where English is not the
What else do I do? (Check me out on LinkedIn too)
I run an online newsletter about AdSense which is
a subset of the AdWords system and have around 15,000 readers worldwide. I've been doing this for over 7 years
I wrote the first book on AdSense in 2003. It was called The Definitive Guide to
Google AdSense and I sold loads of copies for $67 each which isn't bad for an electronic download.
I also sell products and services on a commission or affiliate basis using my
own money via AdWords campaigns so I know exactly what it feels like to spend money with Google.
And just occasionally I write web sales copy.
Before you go just take a look at this little graph and imagine what it would be
like if this was your business....
I took over the running of this account on 17th June. My client wanted more conversions.
Here's another customer quote:
"My business achieved a 140% increase in orders from the previous month,
yes that is the quietest month of the year when no one is spending! I had a further 9%
increase in February and am on target for my most successful month in March. My business currently relies on adwords, therefore this is a true
representation of William's Magic!"
+44 (0)1672 520 024
PS Here's another couple of graphs showing what I do for my clients. The first shows how I
increased conversions in a hotly competitive area. Easy to do if you just bid hard and spend a ton of money
this graph shows the cost per conversion figure for the same account over the same time period. I
took over management on 12th November: about the middle of these two graphs.
Want to see another more recent one? Take a look at the graph below which shows two things:
the number of conversions in red against the cost per conversion in blue. This was for a client who had built
a lead generation website. What he wanted was as many leads as possible for a given cost
per lead. Note the weekly pattern too - something which is typical for many businesses.
What's happened here is that since we kicked things off in early August the business has grown
significantly and continues to do so. The raw data shows
364 enquiries in August for £7.11.
531 conversions in September for £7.50 each.
In October (12th) so far we've had 349 conversions at £7.03. This extrapolates to 901.
Here's what my client said recently
"I have been much busier on the phone over the last few
days, in fact the phone hardly stops! It is never usually as busy as this on the phone"
Give me a bell during UK business hours. I'm usually in. +44(0)1672 520024