The Secret Sauce to Adwords

This is a common topic on BP and I thought I would shed some light on how I use them.  They are not the Holy Grail to lead generation but they should be used in your marketing plan.  Keep in mind that Adwords is a disruptive type of marketing and only lasts as long as you maintain a positive balance in your account.

If you can’t afford Adwords then I recommend you look into content marketing and syndication.   This takes more time and resources on your end and must be done over the long term if you expect it to generate leads but the upfront cost is $0.00.

Think of it this way – Adwords = instant gratification on the short term and content marketing is a long term play with high equity.

Back to Basics

You have to know the answers to these questions.  If you don’t then you don’t start your campaign until you do.  I've seen plenty of people jump into the Adwords arena and waste their money because they didn't do the research on the front end.  The research is what will make your campaign successful!

1. Who is your customer?

2. Where is your customer at?

3. What is the lifetime value of your customer?

4. What is your cost to acquire?

The wrong way to write an Ad in Adwords

* Talk about yourself

* Talk in your language

Hint – Your customers don’t care about you or what you've done.  They care about what is happening to them and they are looking for someone to solve their problem.  When you’re speaking with potential customers you need to be cognizant of their problems and questions.  Over time you will notice reoccurring questions and problems.  Turn those questions and problems into solutions/statements and use that for advertising slogans or phrases.

Focus, Focus, Focus

Adword campaigns must be highly focused.  If you market to everybody then you market to nobody.  You want to target your audience and nothing more.

Timeframe is key to success

You will not be able to run a successful campaign over a 1-2 month time period because your leads will come in an uneven flow.  Plus, you won’t close every deal on your first appointment.  Some of the leads will need follow up but over time you’ll be able to forecast the average number of deals per month.

Most Important

You test and measure everything!