Presentation Vedran Bajer

Google Confidential and Proprietary

Increase your sales with Google Engage

Vedran Bajer Industry Manager Google Adriatics


Agenda

1: Main benefits of Google AdWords

2: Preparing the sales pitch

3: Objection handling 4: Objection handling


1. Benefits

The 3 “R’s” of Google AdWords

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Reach 71% of Slovenia’s population is online, 95% of them use Google

Relevance Ads reach only those interested in your/client’s offer (“Pull” Marketing)

ROI Pay-per-Click model ensures an investment is made only when there is an interest from the potential customer


Internet is an integral part of the media mix

Source: Forrester Research Inc., “UK Internet User Monitor”, iProspect, “Offline Channel Influence on Online Search Behaviour”, 2011

81% use search engines 67% internet searches are triggered by offline advertising

5 Google Confidential and Proprietary

Relevance - how does AdWords work?


User enters a Query

AdWords ads (sponsored links):

ü  independent from organic results

ü  answer the queries > relevant for the user

ü  Ad position: Quality Score x Cost Per Click

ü  Pay Per Click – investment only when the ad is clicked upon

Natural (organic) results:

ü  independent from AdWords ü  no fee when clicked ü  results are depending on

the quality and relevance of the web page

ü  long term effect

Success Stories


“AdWords brought 10x lower price-per-conversion compared to other channels”

“We increased our online sales for 50% using AdWords”

“AdWords is our main marketing tool”

“AdWords increased the number of visitors by 19%”

ROI

Generate Leads and Identify Prospects

Branding Build 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


•  You Control the Cost per Click

•  You Control the Daily Spending Limit

•  You Decide where your Ads Appear

•  You Control your Marketing Messaging

•  Track the Total Number of Conversions

•  Determine your Exact ROI

•  Review Custom Reports

Google Advertising is designed specifically around advertiser goals



2. Preparing the sales pitch

Sale: A process that begins before and ends after the meeting

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Strike while the iron is hot! Follow-Up Strive for quotation

Brief opening Identifying needs Display service / your product Closing

Who is the client What is the target market Who are the competitors What do they offer

Fast Pleasant Short and tedious Seeks meeting

Introduc)on Prepara)on Mee)ng Tracking


Tools to use before the sales process

1.  Insight for Search

2.  Competitors

3.  Traffic Estimator

4.  Story with data

5.  Do a search with the client

6.  Many more...


Preparation: importance of bringing knowledge

Example – How to select a promotional message

The term that has highest search volume is engagement rings - you should include it as a message in all your promotions

You can also dive in some cases at the level of countries and regions


Examples of trends in Search – “šole”


Competitors: What do they offer?


Illustration is worth 1000 words

•  Use the Traffic Estimator tool to illustrate to clients the amount of new customers they could get and the estimated cost

Did you choose the right profession? ...


Google Confidential and Proprietary 17

Tell a story, use data

89%+ of traffic generated by search is not replaced by

organic search when ads are

paused

83% Of internet users use

search

Average ROI of 7

Use relevant data to convince your client, incorporate 3rd party research

Do a search in direct with your client

Query

Max. 8 paid

1 – 3 paid

Organic



3. Handling objections

Advertiser FAQs

What customers don’t know and how to teach them

1.  Cost and budget

2.  Organic vs. paid listings

3.  Market saturation

4.  Sales & conversion metrics

5.  Max CPC vs. actual CPC

6.  Ranking

7.  Can’t See Ad

8.  Content network

9.  Invalid Clicks 20 Google Confidential and Proprietary

Common objections and dealing with them

I am listed on Google

I do not believe in online

advertising

•  What do you mean by ”online advertising”?

Understood the reason for resistance and find a solution

•  What is your position and what terms?

•  Is there any other phrases that people are looking where you do not appear? 21 Google Confidential and Proprietary

Response to customer concerns

'I do not have the budget'

What is your goal? How do you market yourself today? If you could acquire more customers for the same or lesser cost, you would like to try? AdWords advertising can pay for itself – it is an investment, not expenditure. There is no minimum budget to start advertising - you can start for less than you feel comfortable with, and increase later when you feel safe.


Cost and budget: AdWords can pay for itself, even for a small and medium business •  AdWords supports

advertisers of all sized budgets

•  You will identify the most effective and affordable keywords

•  Ads don’t need to be shown all the time to still be effective

•  Each month or quarter you will receive a report showing how your money was spent

€1,000 initial investment in AdWords

€0.50 CPC ≥ 2,000 clicks

10% conversion rate = 200 sales

Average sale = €50

€1,000 investment à €10,000 in sales

Reinvest profits, increase budget 23 Google Confidential and Proprietary

I already appear on Google – why advertise?

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Long-term task

Can succeed in a limited number of keywords, not necessarily those that are most popular

Suitable for the top search engines

Constantly to be adjusted according to changes in algorithm

Search engine decide where on your site visitors will enter

Pay for the service - there is no guarantee the results for multiple entries

Promote

Instant results

Control keywords reaching a larger number of searches. Control the marketing message

Fit the page to create conversions / sales

Is not dependent on the search algorithm

You direct users to a landing page that applies to you

You pay only for those coming to your site

Advertise


Setting expectations - examples


What not to say

Reason

We can help you get listed on Google. We guarantee you will receive clicks. We guarantee your ad will appear first on Google.

Be clear you talk about ads/’sponsored links’, not organic results It is not necessary that the users are interested in what your client promotes Even if your CPC is the highest, the Quality Score of the landing page might be low, therefore the ad will unlikely be first (or even show)

Recap


1 Reach, Relevance, ROI

2 Integral part of the media mix

3 Be prepared, research

4 AdWords can pay for themselves

5 Value, not features

That’s all, folks!

Documents

Presentation Vedran Bajer