AdWords

1. What Is Google AdWords/Pay Per Click
!
Let us tell you. In plain, normal English…!
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2. Google Adwords/Pay Per Click is where you pay
Google to appear at the top of Google
search results, both on your computer/laptop
and on your mobile phone.!
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3. This Means TWO Very Important Things
For Your Accountancy Firm!
1. More Traffic to your site. !
2. More leads and sales.

4. You want to get more clients, by
ranking in the top tier of results
on Google…!
Let’s Say You Own A
Chartered Accountancy
Firm In Reading!
!
!

5. ◆ They will type in something like “chartered accountancy
firms in Reading.” !
!
◆ And on Google they will get a page of results like this…
When A Potential Client’s Looking For A Chartered Accountancy
Firm In Reading…!
!

7. How Does Google Decide Which Ads To Display, And
Where?
◆ It’s not just that the accountancy firm who spends the most money gets the top spots
in the main section.!
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◆ Google determines where your ad appears based on a whole host of factors,
including how many people click through on your ad. !
!
◆ And this number of clicks calculates, what Google calls, your quality score, which
determines how much you pay per click.

8. The Best Bit?
◆ Google allows you to set a budget for your accountancy firm’s advertising. !
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AND!
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◆ Google only charges you when someone actually clicks on your
accountancy firm’s ads.

9. Why Google AdWords Matters For
Your Accountancy Firm
!
Increasing your accountancy firm’s leads and
sales…!
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11. These top 4 Google AdWords ads are the
only ads that matter, not the ads at the
bottom of the page that never get clicked.!
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12. How Many Clicks Will Your Accountancy !
Firm’s Website Get?!
1. The first Google ad for “taylorcocks.co.uk,” will get 40% of the clicks.!
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2. The second Google ad for “codecdss.co.uk,” will get 24% of the clicks.!
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3. The third Google ad for “localaccountant.biz,” will get 9% of the clicks.!
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4.The fourth Google ad for “aat.org.uk,” will get 4% of the clicks.

13. Use Google AdWords To Get New Clients For Your
Accountancy Firm Straightaway
◆ Unlike SEO, paying Google gets your accountancy firm in-front of
potential clients straightaway.!
!
◆ AdWords is the reason Google is worth over $400 billion!!
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◆ In fact, Google’s giving more space to their AdWords listings by the day,
which means they tend to dominate search results.

14. Your Accountancy Firm NEEDS !
To Be Mobile
!
We live in a smartphone world!
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15. So, to make things as clear
as possible for you… !
!
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Over 50% Of Searches
Are Now Done By
People On Their
Mobile Phones!

16. If you don’t appear in the top tier of Google
search results on mobile, you DO NOT
EXIST to over 50% of your potential clients.!
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17. The Power Of Mobile Phones!
◆ Let’s say, for example, one of your potential clients is looking for an
accountant in Birmingham. !
!
◆ They would type in something like “accounting firms in Birmingham.” !
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◆ And on Google, they would get a page of results, on their mobile phone,
like this…

19. After we see these 3 Google Adwords ads, !
we then see 10 organic search results, before !
we see this second batch of Google
AdWords ads…!

21. NOBODY clicks on those second
batch of Google AdWords ads.… !
!
!
The Harsh Reality For
Your Accountancy
Firm!

22. Your accountancy firm absolutely HAS to be
one of the top 4 Google AdWords
ads when people do a Google search.!
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23. We Execute Google AdWords For Your
Accountancy Firm Differently Than Most
!
And Better!!
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24. When We’re Running Your AdWords Campaign, We
Only Care About Two Things!
1. Getting you cost effective traffic.!
!
2. Making sure we turn as many of those website visitors as
possible into clients for your accountancy firm.

25. How Do We Do It?!

26. We Identify The Keywords Your Potential
Clients Use To Find You!
◆ We research all of the keywords related to your services e.g.
“Accountants In London.”!
!
◆ We do this to get a picture how many searches there are out there,
each month, related to your services.

27. We Set Up Your Ads, To Get You More
Clients!
◆ We agree a budget with you to spend with Google and set up your ad campaigns on
your behalf.!
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◆ Taking years of data, we’ve learned to write killer ad copy and calls to action, which
we’ll create for you.!
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◆ Your ads might look a little something like this…

29. Now What?!
◆ We constantly tweak, test and change your ads, to get more
potential clients to click through to your site.!
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◆ We make sure all of your ads are set up in such a way as to get the
maximum number of people calling your accountancy firm or
clicking through to your site.

30. And Then?!
◆ We take the ad variations that we’ve created for you and repeatedly
test them.!
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◆ This allows us to continually improve the ads’ click through rates
and to drive your cost per click (what you pay to Google) down.

31. So that you can see what we
mean… !
!
!
Let’s Use A Quick
Example!
!

33. But we’ve got an extra special
sauce… !
!
!
Most Agencies Are Content
With Sending Your New
Website Traffic To Your
Homepage Or An Internal
Page On Your Site

34. Landing Page Optimisation!

35. Turning Website Visitors Into Paying Clients!
◆ We ensure all your new website visitors go to a beautifully designed, highly
converting landing page, which we will design specifically for your
accountancy firm. !
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◆ We constantly test and tweak your landing page, allowing us to increase
your conversion rate (the number of leads and sales you get) even further.

36. Why Your Accountancy Firm Needs A
Dedicated Landing Page!
!
◆ We know from experience that your potential clients are far less likely to convert
into actual paying clients if they just land on your homepage, or one of your internal
website pages. !
!
◆ We’ll use a landing page we created for one of our clients as an example. So your
landing page might look something like this, when people clicked on your Google
AdWords ad, after doing a Google search…

38. They might just go straight to your
homepage, which may look
something like this…!
!
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If You Chose Not To
Have A Dedicated
Landing Page

40. Which Accountancy Firm Would You
Buy From?!
!
◆ Put yourself in your new client’s shoes. They’ve just clicked on your Google
AdWords ad, looking for a service just like yours.!
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◆ If, after clicking on the ad, they are taken to the second, un-optimised page,
do you think they’d be likely to call your accountancy firm or ask for a
quote to be emailed to them?!
!

41. Or!

42. Would They Be More Likely To Call Your
Accountancy Firm If, Like Our 1st Example…!
1. The landing page headline assures them your accountancy firm has what they’re looking for.!
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2. The reason they should buy from your accountancy firm is clearly laid out.!
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3. There’s a testimonial from someone who has used your service, and had a good experience.!
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4. The calls to action are clear.!
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5. Everything is neatly laid out, so there’s no confusion about what they should do if they wish to
buy from your accountancy firm.

43. That’s the power of our fully
optimised landing pages…!
!
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Precisely!

44. If Google AdWords traffic is delivered to an un-
optimised landing page, like the second one, it would
be almost impossible to tie the cost of a
click to the generation of a lead.!
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45. We’re Always Trying To Get The Best
Results For Your Accountancy Firm!
!
◆ Once we’ve designed these landing pages for you, we don’t just set them and
forget them.!
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◆ We continuously, and rigorously, test variations of these landing pages, in
order to ensure we keep pushing that conversion rate (the number of leads
and sales you get) figure higher and higher, for your accountancy firm.!
!

46. It’s what we do for our own
businesses, so why would we treat yours
any differently?!
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47. Let’s Get Down To Business
If you’re serious about getting more leads,
increasing your accountancy firm’s sales and
making more profit, we need to talk.
www.camomileaccountants.com!