Amazing Results with Adwords

Call Two: A Plan Is Worth 1000 Keywords

  1. A Plan is Worth 1000 Keywords
  1. Briefly review last call
      1. Adwords structure
      2. Quality Score Review
    1. Is your site's design and content up to the task?
      1. Clear (clean and well organized)
        1. Can you quickly ascertain my value proposition?
        2. Do you immediately know my differentiator?
      2. Appealing (look and feel as well as tone)
        1. Does my look appeal to my target audience?
        2. Is the look consistent with my branding?
      3. Easy to navigate
      4. If there's a checkout process, is it simple?
      5. Do an impromptu "usability" test
      6. At least 4 calls to action on the page (more if you can do it tastefully!)
        1. Action button (Buy/Order/Contact)
        2. RFP/RFQ/Price Inquiry
        3. Demo (info requirement can be an option)
        4. "Free Trial" or similar offer
        5. "Funnel" Selections
        6. White paper/case study offer
        7. Newsletter Sign-up
        8. Blog/article link
        9. Live Chat option
        10. "Callme" Icon (This is sizzling!!!)
        11. Question Submittal/Ask the Expert
        12. Then, of course, your "Contact" button and info@email.com links
    2. A Success Event: what is it and how do I get one?
      1. Definition: the action I want my qualified prospect to take on my website. What do I want them to do when I get them in front of me?
      2. Rate and value the success events
        1. Live contact is worth $_____
        2. Email contact form is worth $_____
        3. Free trial is worth $_____
        4. White paper download is worth $_____
        5. Newsletter signup is worth $_____
      3. Knowing this information will help you determine how much to spend on your Adwords efforts as well as how to organize your pages to get maximal benefit from button placement.
      4. Most of the time we don't get a success event because we don't ASK for it. By implementing some of these calls to action, we should start to see people making choices and taking action on your website.
      5. We'll talk more specifically about Landing Pages on a later call.
    3. You gotta have a goal for Adwords so what is it?
      1. Increase sales, visibility/brand awareness?
      2. Lower cost per lead and cost per conversion?
      3. Of course, but how does that translate into an actual budget on Adwords?
        1. With the answers to C-2 above, you'll have an idea of what your prospects are worth.
        2. You'll take that info and generate your ROI: (illustrated with some completely random numbers)
          1. I am willing to invest $1000 on Adwords per month.
          2. I spend 4 hours on my campaigns per month and my time is worth $100 dollars per hour.
          3. My cost of goods or services on the sales is $2000.
          4. I got $5000 worth of sales (or good leads) last month from Adwords.
          5. Here's a rough calculation:
    1. Figure out what your customers "look" like
      1. Demographics, Geographics, Psychographics
      2. Are they laser focused and decisive or browsing and laid back?
    2. Define what a "win" is for your Adwords strategy and how you track your success
      1. What is the minimum ROI you are willing to accept?
      2. How many hours are you willing to spend developing and implementing your strategy?
      3. Can you put in place simple strategies to track your leads and sales?
      4. Do you have a basic web analytics system in place so you can view stats like visitors, referring website, pages viewed, click paths, average visit length, etc.?

Next call: Forecast Calls for Showers (or The Devil is in the Details)

Additional Link: Volution.com