Google Adwords is there an Google Adwords is there an Alternative?Alternative?

Charles WillcockCharles Willcock

30-years ago Bradford University 30-years ago Bradford University Management CentreManagement Centre

SalesSales

MarketingMarketing

International MarketingInternational Marketing

Computers Size of Large RoomsComputers Size of Large Rooms

No World Wide WebNo World Wide Web

No Search EnginesNo Search Engines

Yellow Pages, Location Near Marks & Yellow Pages, Location Near Marks & Spencers, Aaron Ardvark was a good Spencers, Aaron Ardvark was a good business name.business name.

The World Wide Web comes along The World Wide Web comes along in the early 90’sin the early 90’s

Search engines start to figure in people Search engines start to figure in people liveslives

The is much excitement but little certainty The is much excitement but little certainty as to how this will affect the worldas to how this will affect the world

Google is formedGoogle is formed

Google in the UKGoogle in the UK

Has replaced directory enquiriesHas replaced directory enquiries

Dominates search 80%+ searches are Dominates search 80%+ searches are through Googlethrough Google

Communication on paper is in decline and Communication on paper is in decline and with it the effectiveness of advertising with it the effectiveness of advertising printed on paperprinted on paper

7-years cold calling7-years cold calling

CalendarsCalendars

Business formsBusiness forms

General commercial printGeneral commercial print

Long run colour commercial printLong run colour commercial print

A salesman costs £25 - £50k paA salesman costs £25 - £50k pa

£100 to £200 per day and upwards£100 to £200 per day and upwards

Say they make £30 quality calls per day Say they make £30 quality calls per day between £3 and £6 per callbetween £3 and £6 per call

That might generate 10 leads per week That might generate 10 leads per week maybe in time 1 – 2 maybe more orders maybe in time 1 – 2 maybe more orders per week.per week.

Google creates a formulaGoogle creates a formula

•Organic Results Organic Results * Pay Per Click Results * Pay Per Click Results

Around The OrganicAround The Organic

11stst in the list receives more calls typically in the list receives more calls typically than second and so on than second and so on

Not being on the first page of results Not being on the first page of results typically is bad for salestypically is bad for sales

Not being in Google is even worseNot being in Google is even worse

Thinking Back to Our SalesmanThinking Back to Our Salesman

If you let businesses find you, that might If you let businesses find you, that might save a salesman’s wages save a salesman’s wages

Saving £100 per daySaving £100 per day

Google Adwords might cost you £5 per Google Adwords might cost you £5 per day thus saving £95 to generate a couple day thus saving £95 to generate a couple of enquiries per dayof enquiries per day

Niche Businesses – this is a no Niche Businesses – this is a no brainerbrainer

One websiteOne website

£100 - £200 per month on Google £100 - £200 per month on Google Adwords and you can be very busy, Adwords and you can be very busy, maybe a even a lot lessmaybe a even a lot less

Many Smaller Businesses Have Many Smaller Businesses Have Not Tried Google AdwordsNot Tried Google Adwords

Fear of failureFear of failure

Fear of high costsFear of high costs

Fear of the unknownFear of the unknown

Brilliant news for your competitorsBrilliant news for your competitors

Snap!Snap!

Snap!Snap!

Google is essentially a giant game of snapGoogle is essentially a giant game of snap

The more links to your website The more links to your website

The more you tick the what Google likes The more you tick the what Google likes boxes boxes

The more power in your snap armouryThe more power in your snap armoury

Life Time ValueLife Time Value

http://en.wikipedia.org/wiki/Customer_lifetihttp://en.wikipedia.org/wiki/Customer_lifetime_valueme_value

http://hbsp.harvard.edu/multimedia/flashtohttp://hbsp.harvard.edu/multimedia/flashtools/cltv/ols/cltv/

Do you rape your customers or nurture Do you rape your customers or nurture them?them?

Plumbing Company Plumbing Company

Charge £85 per hour or part ofCharge £85 per hour or part of

Fix most plumbing problems so the Fix most plumbing problems so the minimum bill is going to be £85 even if the minimum bill is going to be £85 even if the job takes 20minutesjob takes 20minutes

No repeat customersNo repeat customers

No referralsNo referrals

Steering Rack RefurbishmentSteering Rack Refurbishment

Refurbish back to new typically around Refurbish back to new typically around £150 per rack£150 per rack

A new rack from scratch £1000A new rack from scratch £1000

So refurbishing massively cheaperSo refurbishing massively cheaper

Lots of referralsLots of referrals

Lots of repeat customersLots of repeat customers

Lots of links from blogs etc. to their Lots of links from blogs etc. to their websitewebsite

Google Adwords Works for 8:10Google Adwords Works for 8:10

Why does not it work?Why does not it work?

Cost of clicks too highCost of clicks too high– Too many competitorsToo many competitors– Competitors with better websitesCompetitors with better websites– Getting off on the wrong strategyGetting off on the wrong strategy– Company will not accept the concept of Life Company will not accept the concept of Life

Time Value and insists on making a profit on Time Value and insists on making a profit on every orderevery order

Bid To Be Found For Your Own Bid To Be Found For Your Own Company NameCompany Name

Sounds crazy!Sounds crazy!

Many people use Google as a massive Many people use Google as a massive telephone directorytelephone directory

Be sure that they will find youBe sure that they will find you

Bidding on your own name is usually Bidding on your own name is usually relatively cheap relatively cheap

Gives you the chance to be No.1 and not Gives you the chance to be No.1 and not someone elsesomeone else

How Much Do Clicks Cost?How Much Do Clicks Cost?

Lowest I have ever seen is 1pLowest I have ever seen is 1p

Can be pounds per clickCan be pounds per click

For More DetailFor More DetailGoogle Hal Varian Youtube.comGoogle Hal Varian Youtube.com

So if Google Adwords Does Not So if Google Adwords Does Not Work For You!Work For You!

Search Engine OptimisationSearch Engine Optimisation

A keyword rich domain nameA keyword rich domain name

Good contentGood content

Frequently updatedFrequently updated

Lots of pagesLots of pages

Social MediaSocial Media

FacebookFacebook

TwitterTwitter

Are the two to start withAre the two to start with

Door Drop LeafletsDoor Drop Leaflets

Computer repair company Computer repair company

Garden maintenanceGarden maintenance

Hyper Local DirectoriesHyper Local Directories

Email MarketingEmail Marketing

Local Garden Centre gets 8 people a Local Garden Centre gets 8 people a week asking to be added to the email week asking to be added to the email mailing listmailing list

500 emails out 200+ opened some on 500 emails out 200+ opened some on multiple devicesmultiple devices

Direct Mail / PostcardsDirect Mail / Postcards

Even when people are putting them in the Even when people are putting them in the bin they cannot help reading the copy – bin they cannot help reading the copy – Timing is the key ingredient for successTiming is the key ingredient for success

A local florist use to spend £50 on mailing A local florist use to spend £50 on mailing out and got back £600 in salesout and got back £600 in sales

Text MessagingText Messaging

Local furniture store finds that a text Local furniture store finds that a text message out on a Friday night at 7:45 message out on a Friday night at 7:45 before a bank holiday weekend brings in before a bank holiday weekend brings in the puntersthe punters

Public Speaking to Generate Public Speaking to Generate Awareness of your businessAwareness of your business

For some people this is their primary For some people this is their primary source of salessource of sales

Sign Writing You VanSign Writing You Van

Perfect for a landscape gardenerPerfect for a landscape gardener

BuilderBuilder

GarageGarage

BannersBanners

If you are on a busy road with heavy If you are on a busy road with heavy congestion get some banners printed to congestion get some banners printed to shout out your dealsshout out your deals

A BoardA Board

Old fashioned but can still provide a Old fashioned but can still provide a topical shout out.topical shout out.

Business CardsBusiness Cards

Include them with ordersInclude them with orders

Publish a BookPublish a Book

Publishing a book creates authorityPublishing a book creates authority

Demonstrates expert knowledgeDemonstrates expert knowledge

Cold CallingCold Calling

A number of my clients came about A number of my clients came about through cold calling – not many people do through cold calling – not many people do it these days it these days

QR Code MarketingQR Code Marketing

Does not seem to be big in the Midlands Does not seem to be big in the Midlands but in London most adverts on the tube / but in London most adverts on the tube / posters have a QR Code posters have a QR Code

Estate Agent Style BoardEstate Agent Style Board

You do not have to be an estate agent to You do not have to be an estate agent to have a for sale board have a for sale board

Promotional ClothingPromotional Clothing

Sweat shirtsSweat shirts

T-shirtsT-shirts

FleecesFleeces

Can be hardly any more expensive than not Can be hardly any more expensive than not providing such clothing providing such clothing

RadioRadio

Can work for some smaller businesses but Can work for some smaller businesses but unlikely to be more cost effective than unlikely to be more cost effective than Google AdwordsGoogle Adwords

Furniture retail might work hereFurniture retail might work here

Viral MarketingViral Marketing

One client rang me to insist that I state One client rang me to insist that I state that Father Christmas would be visiting the that Father Christmas would be visiting the last weekend before Christmas – word had last weekend before Christmas – word had gone round the local schools what a great gone round the local schools what a great time was to be had and he had hundreds time was to be had and he had hundreds of parents and kids queuing up to see of parents and kids queuing up to see Father Christmas but he could not face Father Christmas but he could not face another weekendanother weekend

In the real world you will typically In the real world you will typically do a mixturedo a mixture

1 Website1 Website2 Adwords2 Adwords3 Business cards3 Business cards4 leaflets4 leaflets

If Google Adwords do not work for you then If Google Adwords do not work for you then chances are try leaflets if you are aiming chances are try leaflets if you are aiming at a local market which lots of people at a local market which lots of people could benefit from.could benefit from.

ConclusionConclusion

Google Adwords ought to be part of most Google Adwords ought to be part of most companies marketing mix even if it is only companies marketing mix even if it is only a small part.a small part.

It does not work for everyone and where It does not work for everyone and where not use a mixture of those mentioned.not use a mixture of those mentioned.