Sales Masterclass July 2015

The Art of Selling AdWords

Alexia Arrizabalaga, Partner Manager UK, SMB Agencies

● Content will be shared at the end of the session via G+, and will include one-pagers, case studies and other useful collateral.

● Interaction We invite you to ask your questions on the Comments section of the G+ page during this session.

● Feedback is a gift Please don’t forget to fill out the feedback form as we would like your opinion and make these sales sessions a regular event and relevant to your needs.

Housekeeping

● UK digital landscape in 2015

● AdWords: a refresher training session

● AdWords: Objection Handling

● Tools and tips to sell successfully

Agenda

The UK Digital Landscape in 2015

% Daily media time in 2010

TV

Digital

Radio

Print

25%

22%

6%

47%

47%

25%

22%

6% 2010

38%

43%

16%

20134%

TV

Digital

Radio

Print

% Daily media time in 2010 vs. 2014

Google Confidential and Proprietary 7Google Confidential and Proprietary 72015 2016 201720142013

MOBILEEXCEEDS

DESKTOP

2015WELCOME TO

20132010

% of Google searches on mobile (UK)

2015

74% of UK consumers have a smartphone

40% of UK online sales take place on a smartphone or tablet

67% of mobile users are more likely to buy a site's product or service when they visit a mobile-friendly site

Mobile Landscape in the UK

http://think.withgoogle.com/mobileplanet/en-gb/

40% of consumers will turn to a competitor’s site if yours is not mobile-optimized.

65% of decisions start on mobile and end somewhere else

94% of smartphone users looked for local stores nearby.

66% visited a store and 26% made the purchase in store

Mobile Landscape in the UK


We are always connected

Pew Research Center, Smartphone Ownership, 2013

So, what does that mean for businesses?

Google Adwords: Product training session

Google Adwords: What is it?

The right message, to the right person, at the right time and in

the right place across all devices

Google AdWords: How it works

Sources : Think With Google, Eye Tracking Study comparing Mobile & Desktop, 2011

Paid Search gets you noticed

Most focus on information on the first page. Limited amount of people continue to page 2,3, …

The three key benefits of Google AdWords areReach, Relevance and ROI

Reach

Number 1 website in the UK: 89.9% of the market

Reach

Number 1 website in the UK: 89.9% of the market16% of all queries every day are new

Target specifically the people that are interesting for your business

Keywords are the most important indicator of relevance. However, there are other criteria to make sure the ads are as relevant as possible.

Keywords : Your message appears when someone searches for your product or service1

3 4Time / Day : Identify which hours and days are most interesting for you.

Type of Device : Change your communication depending on the device.

2Geographic : Chose to appear only for those who live within your area or are interested in a local service

Relevance

Only pay when a potential customer clicks on your ad and consults your website

Control how much to invest

based on your specific goals or monthly budget

Control the maximum investment per day

Return on Investment

Return on Investment

25

Generate Leads and Identify Prospects

BrandingBuild Awareness & Educate Prospects

Advertiser objectives

• Targeted impressions• Qualified visits to your site

• Event registrations• Newsletter registrations

Generate Sales & Acquire New Customers

• Sales Conversions• Site Registrations• Catalog Requests

Success measurements

26

Tips and Features for greater ROI and success

27

Generic Keywords

Return on InvestmentLow High

Volu

me

Hig

hLo

w

“photo camera”

“canon camera”

“canon EOS 1200d”

Branded Keywords

Highest ROI, but low volume. Aimed at current customer base

Lower ROI, but aimed at creating awareness, expanding customer base, and increasing sales volumes

Brand + Generic Keywords

Keyword types

Get customers to notice your adsAd extensions add value to potential customers just by being present. Giving users more information translates to a higher clickthrough rate.

Combine extensions to maximize your ad spaceEnable whatever makes sense for your customers, and ad extensions are auto-optimized to show the best possible combination.

Give users useful and relevant information beyond a regular text ad

The Power of Ad Extensions

Call Extension - Location ExtensionPhone Calls

Store Visits

Online Sales / conversions

Location Extension - Call Extension

Sitelinks - Callout Extension

Linking the extension to the customer’s goal

GOAL PRIMARY EXTENSIONS

The Goals of Ad Extensions

Bring customers into your physical store

Location extensions provide an extra line in your ad highlighting your business location. They allow customers to instantly get directions, and make it easy for them to visit your physical store.

Location extensions improve performance. Ads leveraging locationextensions see an average click-through rate (CTR) uplift of over 10%.

Location Extension

Encourage calls to your business

Call extensions allow you to connect directly with your customers via phone. They allow customers to easily find your phone number, and on mobile devices, call you directly from your ad.

Ads leveraging call extensions see an average click-through rate (CTR) uplift of 6-8%.

Call Extension

Turn clicks into customersSitelinks extensions see an average uplift of 10-20% in clickthrough rate (and +20-50% when the search is one of your brand terms).

Sitelinks extensions let you link to additional information from your site within your search ads so they can get where they want to go faster.

Attract more customers to your website

Provide more detailsDirect users to exactly what they are looking for before they even click your ad. You can show up to three additional lines of detail with your ad.

Sitelink Extension

Strengthen your messageAdd callout extensions at the account, campaign, or ad group level to customize the level of detail you want to include.

Callout extensions show valuable information to potential customers before they click on your ad. Use them to draw attention to important product details and benefits, or highlight what makes your business different from competitors.

Use additional text to include detailed information about your business

Attract and inform usersKeep potential customers focused on the main message, while highlighting valuable details (e.g. free shipping) to help them make informed browsing and purchasing decisions.

Callout Extension

Best Practice tips on client calls and meetings

Think about the question hierarchy and try to always be asking questions toward the top of the pyramid.

WHY

HOW / WHAT

WHERE / WHEN / WHO

CLOSED: YES / NOLow Value

High Value

Effective Questioning

Their Business

● Market● Opportunities

Focus on Three Areas

Their Marketing

● Strategy● Budget

Their Personal Goals

● Priorities● Resources


Their Business

● Market● Opportunities


1) Products / Services ? Star products ?2) Who are your main competitors 3) What are you unique selling propositions?4) Business location ?5) Target audience ?6) Seasonality ? (high season)7) Sales channels ? (Offline / online)8) Long vs. Short Sales cycle ?9) Market evolution ?

10) Current priorities ?



Their Marketing

● Strategy● Budget

1) Already on Google AdWords ?2) Advertising channels (online/offline) ? Other media ?3) Marketing objectives (Performance/Branding) ?4) KPI ?5) Website objectives ?6) Website tracking (Google Analytics) ?7) Cost of acquisition of a new client ?8) Marketing budget ?



Their Personal Goals

● Priorities● Resources

1) What are the big issues on your agenda?2) How is your personal success measured?3) What are your priorities for this quarter / year ?4) How much is your time worth? How much extra business

could you bring in if you could focus 100% on it?


Don’t forget to follow up and summarize: The best way to ensure that this has happened is by delivering an effective message with key actions.

1. Follow-up email with action notes

2. Priorities and plans

3. Agreed actions on both sides

4. Next steps

In summary

Adwords Objections Handling

Most Common Objections

Google Adwords is too expensive1

How can you assure that the ROI is good?2

Am I competitive with a small budget?3

No more marketing budget4

My product / service is very niche5

Had bad experience before8

Doing it myself, no need to outsource9

My business is Word of Mouth10

My business is seasonal, bad time now11

I want to have the top position12

Isn’t the market too saturated?6

I’m already in the Organic Listings7

I don’t want to pay for irrelevant clicks13

I / My customers don’t click on ads14

1. I can’t afford that many clicksAdWords is too expensive

Did you know?

Only 30% of SMEs have an advertising budget. Two-thirds (67%) of SMEs that do not advertise believe that advertising is ‘too expensive’. Additionally, 66% believe it is ‘financially risky’.

Source: Advertising Pays 2: How advertising can unlock UK growth potential, Advertising Association, January 2014

2. How do you assure the effort is worth it?Generate the sales and leads to make the campaign worth it.

Percentage of people who purchase goods and services online at least once a month

Source: The Connected Consumer UK, TNS/Google (2014)

Did you know?

People in the UK do more online shopping than anyone else.

3. How can I compete with large companies, with only a limited budget?Am I competitive with my budget at all?

Spending an additional £1 on advertising

would benefit an SME nearly eight times as much

relative to its size as an

equivalent £1 spent by a larger business.

Source: Advertising Pays 2: How advertising can unlock UK growth potential, Advertising Association, January 2014

Did you know?

4. There is no marketing budget leftWe don’t have budget to do this.

Source: eMarketer, 2014, UK

People are spending more of their time

consuming digital media than any other format.

This is contrary to advertising investments,

which are still more offline-focused

Did you know?

47%

25%

22%

6% 2010

38%

43%

16%

20134%

TV

Digital

Radio

Print

% Daily media time in 2010 vs. 2014

5. We have a niche service/product

6. Isn’t the market saturated?Searching for similar businesses, there are already many adverts.

7. Organic Vs. Paid SearchI am already listed in the organic search results, so I see no need to invest money in paid search

Sponsored links can generate significant incremental traffic.

Sponsored links on Google can generate 89% of incremental visits to an advertiser's site.

81% of ad clicks are incremental when organic search results are in 2nd to 4th position

For an organic position of 5 or lower, 96% of ad clicks are incremental.

Sources : Search Ads Pause, Google Study, 2011

Did you know?

SEO vs. SEM: No need to fight as one works with the other

8. I had a bad experience beforeI tried it and It did not bring in any business

Customers must beware of the sharks…

57

We trust all of our agencies to:

Sell and manage AdWords campaigns, and other digital products, in a legitimate way.

Reach outto your

Google Rep

Partners in the UK & Ireland

● Badged agencies are

○ AdWords certified

○ Score highly in best practices, both in terms of performance and customer care

○ Have access to insights, support, training opportunities, events

○ Part of a trusting community

Sales Tools and Tipsto help you get new customers

Ask Yourself...● Products / services/company?● Target audience ?● Website’s goal ? (online sales, information, leads, calls)● “Mobile responsive” design?

Preparation is key: Visit the prospect’s site

Look the navigation and the structure of

the website. Bring your expertise as

a user

Ask Yourself...● Already on Google.co.uk ? (Organic and/or Paid Search)

● Which page?● Level of competition on Google AdWords ?● Main competitors ?● Competitive advantages? ● Main value proposition ?

Preparation is key: Conduct online research

Useful platform: Similarweb.com

● Website metrics to help you prep○ Website visits○ Average time on site / Bounce Rate

● Marketing channels○ Search○ Organic○ Referral

● Social Media / Display ● Keywords (depending on size of traffic)

Size of the business and

the opportunities

TOOL INSIGHT Google.co.uk Basics for every research (check auto-complete prediction)

CompetitionOrganic rank (low? Which page? …)

Google Keyword Planner Quick search volume estimates for specific keywords & regions. Deepdive in search volume estimates for specific lists of keywords

Google Trends Keyword-specific search trends & SeasonalityShow local interest & examples of rising keywords

Vertical Trends Industry-specific search trendsSeasonality

Time < 5 minComplexity: Low

Tools to help you prepare

Focus on new keyword and ad group ideas, sufficient to show traffic & search potential estimates

Use when you have a specific lists of keywords already

Upload specific keywords & get forecasts specific to your AdWords account and the bid that you’ve selected

multiplying two or more lists of keywords & get traffic forecasts for the new lists

Google Keyword Planner

https://adwords.google.com/KeywordPlanner

Refine the location you want to target (UK, Northern Ireland, Manchester, London, …)

Show importance of mobile/tablet with the breakdown of monthly searches by device

Show trends in Mobile Search Growth and seasonal importance.

Google Keyword Planner

https://adwords.google.com/KeywordPlanner

https://www.google.co.uk/trends/

Google Trends

Reach outyour

Google Rep

Quarterly Vertical Trends

Tools to help you prepare

TOOL INSIGHT Consumer Barometer Consumer Research Behaviour & Industry specific Insights

Consumer Journey Industry-specific insights in the Research Journey

before online purchase – SMB specific

Think with Google Industry-specific & Consumer Behaviour studies

Our Mobile Planet Mobile Search trendsInsights in behaviour of the “mobile consumer”

Time > 5 minComplexity: Med

Consumer Barometer with Google

https://www.consumerbarometer.com/en/

Customer Journey to Online Purchase

RECOMMENDED

https://www.thinkwithgoogle.com/intl/en-gb/

Think with Google

Our Mobile Planet


Reach outyour

Google Rep

Case Studies/Research on the Google Partners Platform

Any questions?Post them on the G+ event page

Thank You