AdWords & Business Analysis
This is the story of one of my clients where some straightforward business analysis has enabled us to boost the
profitability of his business by
- increasing sales
- reducing overheads and
- boosting average order value.
All with AdWords.
My client sells home-related products that cost between £2,000 and £15,000 to customers across the UK. Each
product is in part made-to-measure and requires a home visit pre-manufacture and an installation visit post
The first thing I did was to use the AdWords geotargeting system to restrict where his AdWords ads were being
seen for the simple reason that it takes a lot less time and costs a lot less money to deal with clients who are
local rather than have to drive hundreds of miles across the country in order to make a sale - or not.
This increased the proportion of his new clients who were more accessible. It also significantly cut his
overheads and mileage and reduced management time burdens too.
Focusing on high profit products
The next thing I did was move his advertising budget away from lower priced, less profitable products towards
his higher priced, more profitable products. This pushed up the average value of a sale which increased
Improving the enquiry pipeline
The number of enquiries coming in to my client increased substantially too and that then put him in a strong
position as a manufacturer. First, he was more comfortable with rejecting requests for quotes from potential
clients who were a long way away - because his business was stronger.
Second, it reduced slack periods in the workshop - periods that previously were eating into profits.
Finally, the knowledge that there was a strong enquiry pipeline enabled my client to feel comfortable with
putting up prices because he knew that if one prospect rejected a proposal, there would be plenty more to deal with
In short, his whole business became more robust and some of the pressures associated with running a
manufacturing business were substantially reduced.
AdWords Advertising was halted!
We went through a period recently when all AdWords advertising had to be put on hold. Why? Because my client was
at maximum capacity and was getting embarassed at quoting very long lead times.
But he only did this because he knew that I could get leads coming in to them again in literally an hour or two
And later on I did.
Google and AdWords are registered trademarks of Google, Inc.
commercialppc.com is a division of Commercial Reality Ltd and is not connected
with Google Inc. in any way