How to Get Quality Customers at the Lowest Cost

How Google AdWords gets you the best possible leads at a low cost and with very low risk.

Whether your looking to generate leads or looking to generate direct sales from your website, the quality of visitors you get is of paramount importance.

Pay per Click advertising on search engines such as Google and Yahoo offers a unique opportunity to promote your products or services to people who are actively looking for those products or services and at exactly the time they are looking for them.

Traditional advertising typically tries to reach an wide audience with a simple message...  "This is what we sell, do you want to buy it?".

Pay per Click marketing is dramatically different in that it is potential clients that are coming to you and asking "This is the product I want, can you provide me with it". 

With traditional advertising you pay the same rate regardless of how may people respond to your ad, with Pay per Click advertising you ONLY pay when someone expresses an interest by clicking on your ad.

The major difference between standard pay per click and traditional advertising though is that it provides (more or less) a level playing field regardless of how big or small your company is.

A standard pay per click advert is made of of lines of text. 

So this ad from a smaller company

Blue Skies Travel
Our Reputation Means A Great Deal
Custom made holidays & cruise www.blue-skies-travel.co.uk

competes with this ad from a much larger company

Tailor Made Holidays
Find great deals on package
holidays with Expedia. Book online www.expedia.co.uk

Now I'm pretty sure that Blue Skies Travel has a much smaller marketing budget than Expedia but for that keyword at the time that ad was shown, there is little difference between the two ads. What's more, it's quite possible that Blue Skies Travel paid less per click than Expedia ... how come?

The Price you pay per click isn't simply based on how much you're willing to pay. The price you pay per click depends on a number of factors including how good you are at understanding how pay per click works.  

Five AdWords Tips

Keywords
Start with keywords that exactly match the product or service you offer. If you sell "Red Widgets" bid on the keyword "Red Widgets" not "Widgets".  Spend your money on the keywords that are most likely to convert into sales and take the time to understand how keyword matching works.. it's important!

Ad Copy

If a user has searched for "red widgets", show them an ad that talks about "red widgets" and yes that does mean writing a new ad for every keyword!

The more your ad copy matches your keywords, the lower you'll pay per click

Qualify your ads

If its practical, include a price in your ad copy.  If you sell luxury red widgets at £10 a shot then put £10 in your ad to dissuade people only willing to pay £5 from clicking your ad.

Geo Target Your ads

If your product or service is available depending on the location of the end user, you can restrict your ads to only be shown in that area.

Being No 1 is often not the best place to be

In many (if not most markets) being the no 1 ad is not the best option.  Research shows that if your ad is at position 3, 4 or 5 it's a) likely to be much cheaper and b) more likely to generate sales.

Of course, we'd recommend using an experienced and qualified agency to manage all of this for you : )