As business owners and managers blow the dust off of their underutilised Adwords campaigns, you know that summer is just around the corner. The blue skies and sunshine inspire us all to re-visit those underperforming aspects of our businesses. Whilst running a success business and never having enough time to dedicate to each and every project, dipping your toe back into the Paid Search Marketing arena can be just as frustrating as re-organising your accounts folders…. you know you SHOULD be doing it, you just NEVER get around to it.
If you’re spending over £100 a month on Adwords, you owe it to your business to make sure that money is spent, at the very least, wisely. Spending over £1000 a month? You should be dedicating at least a couple of hours a week to fully understand how your money is being spent, and how effective that spend has been for your business
The Google Adwords interface now offers you pretty much all the information a business owner requires to make informed decisions regarding the effectiveness of Adwords and each individual campaign. There have been tens of thousands of book pages dedicated to optimisation of Adwords campaigns… and literally millions of web pages & blog articles delivering you all the information you should need to run and manage and effective Adwords campaign.
The trick? None of these books or blogs have been written with YOUR business in mind.
You know the true effectiveness of each campaign as you take into account the time you’ve allocated, the money spent, and the margins by which your business needs to run in order to be a success. Only you can judge the impact of your adwords account upon your overall business. For that simple reason, it’s essential whether you maintain your Adwords account in-house, or outsource to an Adwords Consultant or Agency, that you call the shots as to how your account is budgeted for and how particular products or services you offer are focused upon.
Would you pay a new Sales Executive the equivalent budget you allocate to Adwords without;
- checking their weekly sales figures?
- giving them all the product information they need?
- pointing them in the direction of your potential clients (demographically and geographically)?
- assisting them with their sales presentation and cold calling techniques?
- giving them the confidence to generate a maximised sales impact upon your business?
Adwords requires the same level of TLC as your new recruit. Would you allow a new member of sales staff to sit at their desk, ineffective and underutilised knowing full well they’re picking up their pay cheque each month? I really do hope the answer is ‘NO’ !
Start thinking of Adwords as a member of your sales team. Not just any member of staff though. A superstar salesman that;
- doesn’t require a minimum salary
- can introduce new qualified prospects to your business without ever leaving his desk
- doesn’t need a tea break
- works 24/7 for your business
- is prepared to constantly evolve his sales structure
- only ever asks for a payrise when your competitors come knocking…
- and is prepared to take a paycut if your competitors aren’t performing as well
- works to the same intensity whether you pay him £500 a month or £50,000 a month
- never has to be fired if he/she has a few too many at the Christmas Party and acts ‘inappropriately’
Sounds good doesn’t it?
The catch?
In order to fulfil the potential of your superstar salesman you need to;
- give him a pep talk each and every day to ensure he knows what he needs to deliver in terms of revenue to your business
- listen in on every phone conversation to ensure he’s engaging with your potential clients
- doesn’t spend too long focusing on the wrong areas of business
- delivers his sales message in a different tone or manner dependent on whether he’s speaking to the secretary or the Managing Director
- understand that the more time you spend with him, coaxing new business opportunities, the less commission you need to pay him on each sale
The next Friday afternoon you dedicate to either re-organising your invoice folders or logging into your Adwords account, give your 24/7 salesman the credit he deserves and start to understand just how you can ensure he delivers the superstar results your business deserves.
..I'm the one on the left.
About The Author;
Ian’s career within the Search Marketing industry spans longer than Google’s! Since 1996 Ian Rhodes has worked with a wide range of UK and International businesses developing strategic online marketing campaigns that deliver winning results.
Prior to his consulting career, Ian worked for one of the UK’s first online retail businesses delivering cost-effective online campaigns centred around SEO and Affiliate Marketing. His success led to him being recruited as the European Marketing Director for the world’s largest online travel company. In 2004 he practiced what he preached setting up, from scratch, his own highly successful online retail business turning over £2mill in the first 4 years of trading…purely through a mixture of SEO and Paid Search Advertising.
If you’re looking to build your online revenue or lead generation techniques simply click Contact Ian and see how you can work together to start building your online business today.
