September 28

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By Rob Palmer

September 28, 2020

Ads, Political fundraising 




Don’t run away from mature markets where buyers can be found in droves. Get in there and make money now!

By making your Google Ads campaigns more efficient, you can get much more bang for your buck and bring in more business.


The Google Ads Dilemma

Most business owners have something of a love/hate relationship with Google Ads. They can’t live without Google...but it can be pretty tough living with Google, too!

On the one hand, it’s great to know you can launch an ad campaign and start getting calls within the hour. And if you want more business, you can scale up any time you want. What other marketing opportunity delivers customers so reliably, week after week?

In fact, let’s be honest - there isn’t really an alternative marketing strategy. Nobody uses Yellow Pages anymore. When potential customers needs help, they typically turn to Google for answers.

Deploy a Secret Weapon and Explode Your Sales

Get an unfair advantage and wipe out your competitors. Schedule a 30-minute strategy call and launch your business to the next level.

And now Google is showing four ads above the organic search results, plus another ad in the local pack. So that means there are usually no less than five ads at the top of the results.

Even if you are #1 in the organic search results (and that’s tough), you are still #6 on the page. And on mobile devices, that probably means you are on page two! Ads now totally dominate Google, and they get the lion’s share of the clicks.

So if you want to generate new business from people who are actively searching, you don’t have a lot of choice. You have to be running Google Ads. And as you are no doubt aware, that can be an expensive proposition.

And there's more. For many searches, local service ads (Google Guaranteed) are taking up even more real estate at the top of the page:

Around the world, millions of business owners wince every month when Google dings their credit cards for thousands - or tens of thousands - of dollars. It’s now perfectly normal for even small businesses to spend over $100,000 a year on Google Ads campaigns.

Ouch!

If you are feeling that kind of pain, don’t panic...there are solutions. Let’s look at ways you can get your budget under control and get more bang for your buck...

Halve Your Spend, Double Your Leads

Having studied the Google Ads campaigns of hundreds of businesses in depth, I can tell you one thing for sure:

99% of all Google Ads campaigns are poorly-optimized.

If your business falls into the 99%, then here is the bad news. You are:

  • Being punished by Google with high click costs 
  • Getting fewer leads than you should
  • Appearing too low on the page
  • Losing customers to rivals 
  • Wasting money 24/7
  • So that’s the bad news. But here is the good news - with a bit of work, you can turn all this around and:

  • Slash the cost you pay for each click 
  • Move your ads higher up the page
  • Get more leads for the same money
  • Take business away from your competitors 
  • Maximize your return on investment

The Importance of Quality Score

Whenever you run Google Ads, you need to pay particular attention to the quality score of your campaigns. Google assigns these at a keyword level, they make a huge difference to the cost of your campaign.

Quality scores can be anywhere from 1 to 10, with 1 being the lowest and 10 the highest. A high quality score means that Google finds your sales funnel (ad and landing page) to be a good match for the keyword in question. That is, people who click on your ad are highly likely to be satisfied with the webpage they are taking to.

Google rewards high quality scores by discounting the cost of clicks according. But it also punishes low quality scores by increasing the cost. By increasing your quality score from a mediocre 5 to an excellent 10, you will have the cost you pay for each click.

That’s right - Google gives you a 50% discount for being a good advertiser.

Let’s imagine a more extreme case, where you take your quality score from 1 to 10 (we have actually done this for clients). In that case, you will now be getting clicks no less than eight times cheaper.

So if you were previously paying $8 per click, your cost will now plummet to just $1 per click. That means you can generate eight times as many business leads for the same money!

Saving money is not the only benefit of a high quality score. Your ads also get shown a lot more often, and in a higher position on the page. On mobile devices, an increase of just 1 in your quality leads to you getting 12% more exposure to potential customers.

Because of this, it is critically important that you work on improving your quality score across all your keywords. You should also work on other making your campaigns more efficient in other ways.

Here are 10 ways you can take action to halve your click costs and double your leads...fast:

1. Improve Click-Through Rate

We’ll start with click-through rate (CTR) because this is the factor that has the most impact. Remember that Google doesn’t make any money until someone clicks on an ad. So there is a strong incentive to reward you for ads that get clicked a lot.


Your CTR can account for up to 60% of your quality score, so it is the factor that deserves the most attention. You need to create ads with compelling headlines, informative body copy and a strong call to action.

Improving your CTR across all your ads should be an ongoing process. There is always room for improvement! The effects can be a dramatic. Simply changing one word in your headline can result in a big increase in CTR, and therefore a significant reduction in your cost per click.

2. Enhance Ad Relevance

Ad relevance is the second major factor affecting quality score. This is good news, because it’s something that can easily be improved.

Your ads should be as relevant as possible to the searchers’ queries, and provide all the information they need to make the decision to click. Your keyword should certainly be included in your copy, and it may be a good idea to use dynamic keyword insertion.

Stay focused on what is important to the searcher. Consider what the intent of the searcher is. Are they ready to buy, or still at the research and consideration stage? Your ad copy and call to action should reflect where they are in the buying cycle.

Make the most of the opportunities offered by the expanded text format. Many of your competitors will be running old ads that do not make the most of the possibilities. You can beat them by writing copy that uses the available space to full advantage, as well as leveraging extensions to the fullest extent.

3. Improve Landing Page Experience

Landing page experience is the third major factor in assessing quality score. This is one area where most advertisers fail badly, which means you have a real opportunity to do better.

When searchers click on an ad about ‘blue widgets,’ they expect to land on a page that is all about blue widgets. They will be disappointed if the page turns out be about red widgets, blue articles, or widgets in general. You should have a landing page that is focused on that keyword, offering highly-relevant information, products and services.

The biggest mistake advertisers make in this respect is funneling all clicks to their home page. You should have a dedicated landing page for every ad group, with copy that reflects exactly what the searcher is looking for.

4. Optimize for Mobile

With around 80% of clicks now coming from mobile devices, you have to focus on getting the best results with mobile. This is even more important now that Google has made mobile optimization a quality score factor.

You can check how quickly your landing pages load using tools such as Pingdom and GTMetrix. You should also check that your pages are mobile-friendly in design.

A load time of under 3 seconds is acceptable, but you should aim to do better. The most successful advertisers have pages that load in under one second.

How does this website perform? The post you are reading right now is image heavy, and so one of the largest on the blog. Yet, it still loads in around one second:

If you want to get similar results, let's talk. This issue alone could be costing you a fortune:

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5. Set up Conversion tracking

Research shows that over half of businesses advertising with Google have yet to set up conversion tracking. This is a major omission that is costing them a lot of money, both in unnecessarily high ad spend, and in missed opportunities.

With conversion tracking set up, you have a wealth of information and opportunities at your disposal. You can calculate how much it costs you to acquire a lead or a customer, and identify your most profitable keywords.

You also gain access to advanced strategies such as smart bidding. These are designed to help you get more bang for your buck by bidding in the most cost-efficient way possible.

Set up conversion tracking today, and you will have an immediate head start over your competitors.

6. Deploy Single Keyword Ad Groups

Another huge mistake made by most advertisers is lumping too many keywords into one ad group. Managing keywords is a lot of work, and it’s tempting to just dump them all into a few ad groups.

But you can gain a huge advantage by getting more granular with your keywords. Your ultimate goal should be to have Single Keyword Ad Groups. That way, each keyword has its own ads and landing pages, precisely tailored to the searcher’s requirements.

For sure, setting up all those ad groups is hard work. But the investment of time will be repaid through a significant improvement in the quality scores for each keyword.

7. Steal from Your Competitors

Why reinvent the wheel when your competitors have done all the hard work for you? If your rivals have been running the same ads for months - or even years - that suggests these ads are working well for them.

Similar ads are likely to work for you, too. So don’t be afraid to get good at analyzing your competitors ads and seeing what they are up to. After all, they are probably studying yours!

There are many great tools you can use to get insights into ads run by rivals. Some of these tools are expensive, but they often have a free trial period for new subscribers. That may be enough to glean some valuable information.

SEMRush provides great ad data, allowing you to pull hundreds of ads from your competitors campaigns, plus info on cost per click, search volume and much more. You can also get detailed ads information from sites like Spyfu.

8. Split Test Your Ads

Here’s another way to get a step ahead of your competitors. Split testing is something that all advertisers should be doing, but few actually are. So if you take testing seriously, you will give yourself an unfair advantage.

You should always have tests running to see if you can improve on your existing ads. Don’t assume you know what your potential customers want. The only way to find out for sure is to test, test and test again.

Test every element in your ads, from the headlines to the call to action. Test your landing pages, too, and try different extensions. You may be surprised at how a small change makes a big difference.

9. Set up Remarketing Campaigns

Remarketing allows you to reach out to people who visited your website, but didn’t take the required action. It gives you a second chance to target them as they browse websites where your remarketing ads appear.

As well as bringing lost prospects back into the fold, remarketing can also bring you cheap leads.  on remarketing campaigns, and conversion rates can be much higher.

If you are not running remarketing campaigns, make it a priority to set things up asap. Letting prospects slip away is a criminal waste of your investment in their initial click.

10. Hire a Google Ads Pro

If you have the time and expertise to implement all the above strategies, then by all means go for it. Get started right now, if possible. After all, every day you delay means more money wasted on inefficient campaigns.

But let’s be honest, running Google Ad campaigns is probably not your area of specialism. You would have to invest a lot of time and energy into optimizing every ad, ad group and landing page - pus your overall site performance.

This is time that you could more profitably invest directly into your professional area of expertise. That is, in running your day-to-day business. And even if you spent all your evenings and weekends working on your Google campaigns, you would struggle to get optimal results.

Because of this, we recommend that any business spending a significant amount of money on Google Ads should hire a professional. The cost of hiring a consultant will be repaid many times over through:

  • Better-optimized campaigns 
  • Much cheaper clicks
  • Higher return on ad spend
  • Lower customer acquisition costs 
  • Increased turnover and profit

Stop Wasting Money Today!

If you are like most business owners, Google has been sucking far too much money out of your wallet for far too long. We understand what it’s like to see your credit cards maxed out by Google every month...we’ve been there, too!

So...are you ready to halve your Google ads spend and double your leads? If so, book a free, 30-minute strategy call right now to get the ball rolling. We can discuss your options, and start working on a strategy that will transform your business.

Every day you delay, Google will punish you by dinging your credit card for more and more money. So don’t put the decision off. Book your free strategy call right now to start turning Google Ads into a real money-maker for your business.

Go Nuclear and Detonate Your Sales

Discover how to 10X your profits and send shock waves through your market. Schedule a 30-minute strategy call Aand force your competitors to surrender. 

 

Rob Palmer

About the author

Helping you get more sales through killer copywriting, better advertising and optimal digital marketing:

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Discover how deploying copywriting skills can explode your sales and transform your business practically overnight. 

The X Factor

If you don’t understand what copywriting is, and why it’s important to your business, then you are losing money. And a lot of it.

Whatever market you are in, and whatever you sell, you are sure to have lots of competitors. And in today’s world of online business, you probably have more competitors than ever before. 

How can you stand out from the crowd? How can you beat the big guys who have big budgets and can just throw money at the problem to get sales?

That’s where copywriting come in. A good copywriter can perform what seems like magic on your business - potentially turning a loss-making campaign into a huge winner. It really is the X Factor that can turn your business around, generating sales on demand and allowing you to scale your business at will.

If you are struggling to get a return on your ad spend, or you can’t obtain the price your products are truly worth, then you need help. And some good copywriting can provide the answers you need. 

What is Copywriting?

The word ‘copywriting’ is perhaps a rather unfortunate description. It suggests simply copying, which is far from being a creative activity. In fact, that’s pretty much the opposite of what copywriting is. Worse still, the word is also easily confused with ‘copyright’ - which is a whole different subject altogether!

Copywriting is perhaps best described as the art of persuasion - or better still the science of persuasion. Because a good copywriter will employ a number of highly-sophisticated strategies and techniques to advance the sale. It’s all about communication. My definition is:

Copywriting is the skill of getting the right message to the right person at the right time to make a sale.

Note that all three of those element are essential. You can’t sell ‘anything to anyone’ - but you can sell the right product to people who actually need it...but only at a time when that need is pressing.

Killer Copywriting Strategies

So how do you use copywriting strategies and techniques to sell your products and services? Let’s start taking a deep dive into the core principles you need to understand if you want to get more sales.

1. Creating the Right Offer

Good copywriting is not about using the power of words to sell whatever you have. It all begins with an analysis of your offer.

First of all, it should go without saying that your offer needs to deliver real value to your customers. If you are trying to sell some kind of dubious product or service that’s not worth the price you are asking, you deserve to fail. So everything starts with the assumption that you have something of real value to offer. 

Your product (or service) should be worth more to the customer than the price they have to pay. Ideally, it should be worth at least 10 times as much.

If that’s not the case, you need to go back to the drawing board and rethink your strategy from the ground up. When you have something that you are proud to sell, it’s time to move forward. Everything is so much easier when you start with quality.

2. Identifying Your Audience

One of the biggest mistakes businesses make is trying to sell their products in a scatter-gun fashion. They advertise everywhere in the hope that some sales will stick. That’s no way to run a business. In fact, it’s a fast track to the poor house.

Part of that is understanding the demographics of your target buyers. What age are they, and what gender? Where do they live? You also need to understand the psychographics. What are they interested in? And what motivates them?

But most important of all, you need to identify people with the problem that your product solves. Their problem could be anything from a broken pipe flooding their bathroom to a need to feel loved. Every product exists to fulfil some kind of need.

So who is lying awake at night worrying about the problem you can solve? Who will say ‘yes, that’s just how I feel’ when you  start hitting their emotional triggers?

When you understand exactly who your potential buyers are you are ready to create the right message to reach them. 

3. Crafting Your Message

In order to create the right message, you need to fully understand your prospect’s needs. And that means joining in the conversation that is already going on in their heads.

Very few marketers take the time to do this, yet it is critical to success. Many great products have failed because the marketing did not connect with what the buyers really wanted. 

Equally, other products have become huge successes because they hit a raw nerve and provided a solution that people were ready to pay for. An example of this is AOL, which was one of the earliest Internet providers.

AOL set out to provide a family-friendly Internet service. Yet the part of the service that really took off was their chat room service. For the first time ever, people were able to join chats and groups where they could indulge in private ‘adult’ conversations with people around the world. And they loved it!

AOL hit an emotional hot button by accident - and their sales rocketed as a result. (Of course, you won’t read about that in their corporate history, but it’s true!)

IBM also hit gold with an unofficial catchphrase in its heyday - ‘no-one ever got fired for buying IBM.’ Although this was never an official tagline, sales reps relied on it heavily to generate sales.

While other IT vendors were pushing the features of their technology, IBM was hitting a more deep-seated need. They were reassuring Chief Technology Officers that their jobs would be safe if they went with IBM - and that message trumped everything else. IBM understood the conversation going on in their prospects’ heads - ‘what if I screw this decision up and get fired?’

So copywriting begins with understanding your prospects fears and frustrations, plus their dreams and desires. Only then can you craft a message that hits those hot buttons every time.  

Remember that those hot buttons will ultimately be emotional reactions. Engaging with your prospects emotions is the key to success in copywriting.

4. Finding the Hook

Now that you understand exactly who your prospects are, and what they are interested in, you can craft a message that targets them precisely. But in a world in which we are bombarded by advertising messages all day long, you need to make an effort to stand out.

So what’s your pitch? Or in regular marketing-speak...what’s your value proposition? You need to identify how your offering stands out from the crowd. Your prospect wants to know ‘what’s in it for me?’ - and you’d better have a good answer to that question.

The traditional copywriting mantra is that it’s all about benefits, not features. Nobody cares about the latest grass seed, but they do care about getting a greener lawn. If you understand the importance of benefits, you are already ahead of most of your competitors. 

But you are still only half way there. It’s not just about the benefits; it’s about the results. The reason people want a greener lawner is so they can take pride in their homes and impress their visitors. Having a greener lawn makes them feel good - and it’s feelings that drive their buying decisions.

We will pay almost anything to get away from feeling bad and towards feeling good - making that happen is what sales is all about!

5. Hit on a Hot Headline

Many things have changed in the world of advertising, but the fundamentals are still the same. And one constant factor is the importance of your headline.

This is one area you should invest a great deal of your time and effort. The job of the headline is to sell the prospect on the idea of reading (or watching) your ad. Don’t try to sell your product here. The job of the headline is simply to engage attention. That’s why curiosity-based headlines work so well.

The headline ‘Do You Make These Mistakes in English?’ sold correspondence courses for decades. Yet it did nothing to sell the product itself. It simply engaged with the conversation people were having in their heads (‘am I making a fool of myself socially?’) Then it drew people into the ad with curiosity; readers simply had to know what the mistakes were, and if they were making them.

6. Leverage the Power of Bullets

In the online world, advertisers seem to have forgotten the art of writing bullet points. Yet they are one of the most powerful ways of getting your message across.

Bullets give you an opportunity to cover all the bases, ensuring that you answer all the prospects questions and concerns. With information products, you can also use them to hint at ‘need to know’ insights that can only be obtained by buying the product. Bullets are great for:

  • Covering every single benefit the product offers 
  • Emphasizing the outcomes these benefits deliver
  • Highlighting the ‘fears and frustrations’ that will be resolved
  • Heightening curiosity and desire to know more 

Often, a single bullet point can make the difference between getting the sale and losing the sale. Lean how to write great bullet points can tip your sales copy over the edge into the powerhouse zone.

7. Gain Trust

The biggest single problem that marketers face is gaining the trust of potential buyers. With exaggerated claims made everywhere on a daily basis, why should prospects believe you?

Winning trust has to be a major goal for every copywriter. You need to backup your claims with all the credibility you can muster. Do everything you can to leverage:

  • Demonstrations (show your product in action) 
  • Testimonials (written ones are good, videos are 10 times better)
  • Case studies (show real people getting real results)
  • Endorsements (recommendations from relevant authorities) 
  • Guarantees (reverse the risk and make the buying decision easy)

8. Emphasize Logical Benefits

We’ve already seen that people buy primarily for emotional reasons. Yet we justify our decisions with logic. 

A middle-aged man may buy a sporty Corvette because it makes him feel young again. But he will tell his wife that he bought it because classic cars are a good investment.

So ensure that when it comes to the close of your pitch, you have plenty of logical reasons lined up to underscore the sale. Your prospect may be sold on your product emotionally, but you need to find the right logical trigger to get the sale.

9. Add a Degree of Urgency

The biggest enemy that all copywriters and marketers face is the dreaded ‘I’ll think about it.’ You can pull out all the stops, do a fantastic job of making the sale...yet the prospect stops on the brink.

Procrastination truly is the ‘thief of sales.’ Your prospect may well be thinking, ‘yes it’s a great product, but there’s no reason to buy it right now…’

So you need to give them a reason to buy right now. Sales work well for a reason; once the sale ends the opportunity to get the discount is gone forever. 

Scarcity is one of the most powerful tactics at your disposal. But it needs to be genuine. Don’t try telling people that there are only 100 copies of your digital product available. Instead, add real scarcity. This could be fast-action bonuses only available to the first 100 buyers, or a limited number of copies sold at a pre-launch price.

Used well, urgency and scarcity can send people into a buying frenzy. Learn how to leverage that to double or even triple your sales. 

10. Maximize CLV

Customer Lifetime Value (CLV) is one of the most important yet most neglected metrics in marketing. As a copywriter, it’s your job to see that every campaign delivers the highest possible return on ad spend. And that means paying close attention to CLV.

There are a whole range of strategies you can deploy to substantially increase customer lifetime value. These include:

  • Upsells 
  • Downsells
  • Cross-sells
  • Order bumps 
  • Reclaiming abandoned carts
  • Recurring payments
  • Reducing churn

...and many more. Get good at implementing these strategies, and you will be able to deliver outstanding results that others can’t compete with.

Always Be Learning

We live in a world where technology is changing the way we market products at a frenetic pace. While the basics of copywriting will never change, the techniques and tactics we can deploy are evolving very quickly.

So in addition to implementing all the above, you need to be alert to new ideas, new strategies and new possibilities. They say that copywriting is the most valuable skill you can acquire. In today’s world, it’s more valuable than ever. 

When you combine the basics of killer copywriting with advanced marketing technology, you get a sales powerhouse that delivers truly amazing results.

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