How To Sell AdWords 101

Presented by: Pang
Google Confidential and Proprietary
AdWords Sales 101

หัวขอวันนี้
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ทําความเขาใจธุรกิจโฆษณาออนไลน
การขาย AdWords อยางมีประสิทธิภาพ
การเตรียมการสําหรับการขาย

Google Confidential and
Proprietary
Integrated Marketing: Online at the heart
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OnlineTV
Radio
Outdoor
Cinema
Press
Print
Door
Drops
Direct
Mail
Other channels
becoming
digitalised
Magazines
TV
Digitalisation of other media
Press
Radio
Outdoor

Proprietary
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Online: Not Just Another Media – A Whole ‘Parallel
Universe’
Awareness Trial Repurchase/LoyaltyConsideration
TV
Print
Radio
Direct Mail
Outdoor
In-StoreIn-Store
OfflineMediaOnlinemedia
Image Ads
Video Ads
Gadget Ads
Website
Email/Newsletter
Search

Proprietary
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Thai Users Searches the MOST IN THE WORLD!
Source: ComScore 2013

Proprietary
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97% of Thai Internet Users Search On Google.com
Source: ComScore 2013

Proprietary
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Search Is at the Center, Driving Results & Capturing Interest
User sent to website
after clicking paid listing
Display, rich media, and
video ads build interest
and awareness; users
search for more info
Sources: comScore Media Metrix (June 2008); Google internal analysis; Yahoo! and comScore, July 2007;
ComScore, The Role of Search In Consumer Buying, March 2006; iProspect, 2007.
67% of Internet users
have gone online to
search for a product
advertised offline
89% of consumers
research products online;
63% purchase offline
Offline
Audio
Print
Mobile
TV
Google
Advertising
Network
Google Content Network
• Hundreds of thousands of
advertisers and publishers
• Target by site, category,
keyword, geography.

การขาย AdWords
อยางมีประสิทธิภาพ

Proprietary
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อะไร ทําใหคนซื้อตัดสินใจซื้อ?
BRANDING
DIRECT
RESPONSE
Attention
Interest
Action
Desire

Proprietary
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อะไรทําใหคนซื้อ สนใจในผูขายหรือผูใหบริการ
โมเดล AIM - Align, Inform, Manage
นี้ชวยใหเราสามารถเขาใจความตองการของลูกคาอยางแทจริง
และชวยใหเราตอบโจทยของลูกคาไดอยางตรงจุด

Proprietary
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ทําไมจึงตองทําโฆษณา?
How do they make money?1
How can they make more money?2
How can I help them make more money (at lower risk)?3
มีคําถามเพียง 3 ขอ ที่เราตองชวยลูกคาหาคําตอบ:
เมื่อเราตอบคําถาม 2 ขอขางบนได เราจึงจะมีสิทธิ์ถาม:

Proprietary
8 Steps to selling Google AdWords
1. Introduction
2. Explain AdWords
3. Explain value proposition of AdWords
4. Ask focused needs assessment questions
5. Address the advertiser’s needs
6. Explain the ‘Engage Agency’ / ‘PSP’ offer
7. Address the customer’s objections
8. Close the sale

Proprietary
Have you ever
advertised with
Google AdWords
before?
That’s fine. Let me
start with some
background about
how Google
AdWords works.
That’s great. Are you
still advertising with
AdWords?
Okay, thank you for
your time.
Can I start by better
understanding why
you stopping
advertising with
AdWords?
Go to Step 2 Go to Step 4 End Call
yesno
yesno
Step 1: Introduction

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Step 2: Explain AdWords
“AdWords is an online advertising platform designed to help businesses
of all sizes find new customers. Ads are displayed next to relevant
natural search results on Google and other search engines such as
AOL, as well as carefully selected web sites that display relevant
content.”
Reasons to advertise:
• Position
• Message
• Keyword selection
• Geo-targeting

Proprietary
Reach
There are over 18 million internet users in Thailand and they are
increasingly looking for local services online – Google search has more
than 96% market share in Thailand
Relevance
Google AdWords shows ads to prospects who are actively searching
for what business have to offer
Return on Investment (ROI)
Pay per click model ensures that businesses only pay for qualified
leads
Step 3: Explain Value Proposition of AdWords

Proprietary
Step 4: Ask Focused Needs Assessment Questions
• Ask probing questions, to help better understand the prospect’s needs
• Target Market
“Who are you looking to reach when you advertise?”
“Who is your ideal customer?”
“What area of the country does your business serve?”
• Other Advertising
“Are you advertising offline? (newspapers, yellow pages, flyers, radio)”
“Do you currently advertise online?”
“Is your marketing currently working for you? Are you sure?”
• Goals/Metrics
“What are the products/services you would like to sell more of?”
“What is it that you are trying to achieve? (awareness, sales, leads, etc)”
“What is the average value of a sale/lead?”
“How many relevant customers would need to visit your web site for one to
make a purchase?”
Always ask open ended questions!

Proprietary
Step 5: Address the Advertiser’s Needs
• Build on AdWords value proposition to explain exactly how AdWords
can meet the prospect’s needs
• Continually ask the customer to reiterate the benefits of AdWords…
prospects that can articulate the benefits of a product or service are
significantly more likely to make a purchase
Focus on the benefits, not the features
• Summarize issues the customer has raised
“I understand that with your current marketing:
(a) you’re not reaching all potential prospects
(b) you’re spending money to target people who aren’t relevant
(c) you’ve no idea the impact your ads are having”
• Explain how AdWords can address these issues
“Google AdWords can address all of these problems:
(a) Google search engage has more than 96% market share in Thailand
(b) We can put ads next to relevant searches in relevant geographic areas
(c) Each month, we’ll send you an impact report so you can measure value”

Proprietary
Step 6: Explain agency offer
• Engage members are selected by Google as a trusted partners
• Advertisers will be offered top level value added services:
• Selection of appropriate keywords
• Multiple ad texts, targeted to the relevant area
• Account set up in line with Google’s best practices
• Account monitored and optimised to maximise performance
• Monthly reports detailing value for money the advertiser received
• Telephone & email customer service
• For a fixed price and no effort, the advertiser can start benefiting
from the most successful advertising program

Proprietary
Step 7: Handle objections
I want to be in
the top position
I want my ad to
display all the time
I have low
budget

Proprietary
Step 8: Close the Sale
• What if the customer isn’t sure yet?
• How could you close the sale?
• What materials would help you close the sale?
• What materials would you want to leave behind?

Proprietary
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สิ่งที่ควรทํา กอนที่จะ Pitch ใหลูกคา
ทําการบาน !

บัญชี: โครงสราง
การขายการใหบริการเกี่ยวกับ AdWords
Agency
“Campaign #1”
“Ad Group #1”
คียเวิรดนับรอยรวมอยูดวย
กัน
หนึ่งโฆษณาทั่วไป
ไมมีการตั้งเปาหมาย
หรือมีนอย!

Agency
ดูรอบๆ Campaign หนาแรกที่ไปถึง
Oops!
Page not found…

Agency
ดูรอบ Campaign : Conversion

Agency
ดูรอบๆ Campaign : ดูประวัติการปรับแตง

ทําการบานของคุณ: ไซต
Agency
Macaroni & Cheese
Buy Now!
• การกระทําที่ทําใหเกิดการแปลงมีอะไรบาง?
• มันเปนไปได / ชัดเจน / งายในการแปลงหรือไม?
• มีหนาแลนดิ้งเพ็จใดที่คุณสามารถใชสําหรับโฆษ
ณาหนึ่งๆ หรือคุณอาจตองการสรางมันขึ้นมา?

Agency
ทําการบานของคุณ: Search
• คูแขงคือใคร?
• มีโฆษณาอื่นอยูดวยหรือไม?
• มีคียเวิรดที่เปนลบที่คุณพบหรือไม?

Agency
ทําการบานของคุณ: Keyword tool
• มีปริมาณการคนหาที่ดีหรือไม?
• การแขงขันเปนอยางไรบาง?
• มีอะไรที่คุณสามารถบอกไดบางเกี่
ยวกับอุตสาหกรรมจากแนวความ
คิดของคียเวิรด?

Agency
ทําการบานของคุณ: Traffic Estimator tool
• มีจํานวนการคลิกที่จะใหซื้อห
รือไม?
• CPC มีลักษณะเชนไร?
• เจาะลงไปแบบเฉพาะเจาะจงด
วยตําแหนงพื้นที่!

Agency
ทําการบานของคุณ: Google Trends
macaroniandcheese
macandcheese
kraftdinner

Agency

สิ่งที่ไมสามารถปฏิเสธได
Agency
เงินทุน $10,000
Cost Per Click เฉลี่ย $1.15
อัตรา Conversion
ที่คาดหวัง
4.0%
มูลคาตอ Conversion $50.00
ผลตอบแทนที่คาดหวัง $17,391.30
คาธรรมเนียม $2,000.00
ROI 45%
$1.45
$1.00

Proprietary
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การบานที่ควรทํา กอนที่จะ Pitch ใหลูกคา
✓ ใช Keyword Planner คาดคะเนราคาและปริมาณการเขาชม
✓ ใช Display Planner สําหรับโฆษณาในเครือขายดิสเพลย
✓ ใช Google Trend คนหาคําที่กําลังฮิต หรือหาเทรนดใหมๆ

Appendix: การรับมือกับคําปฏิเสธ

Proprietary
Examples of Objection Cases
1. Cost and budget
2. Market Saturation & Locality
3. Seasonality
4. Sales & Conversion Metrics
5. Organic vs. Paid Listings (SEO vs SEM)
6. Ad Ranking
7. Max CPC vs Actual CPC
8. “I can’t see my ad!”
9. Invalid Clicks
10. Untargeted Clicks
*

Proprietary
Cost & Budget
Objection:
Pay Per Click is too expensive. I can't afford this type of advertising.
Response:
• Affordability is one of the main reasons Google has retained
thousands of advertisers worldwide.
• You can also match your cost to your budget through control of the
amount you are paying per click, and your overall daily budget

Proprietary
Cost & Budget
Objection:
I need to make sure that I bring in enough sales and leads to make this
campaign worthwhile. How can you prove that to me from the beginning?
Response:
• Our goal is to bring your site and business an increase in traffic and sales.
We will work with you by looking at your metrics to figure out what CPC you
can spend in order to bring in enough traffic and generate sales. It is
important to keep in mind that you are only paying when someone clicks on
your ad and they are interested in learning and purchasing something on
your site.
• We will do this by selecting highly targeted keywords, writing accurate and
interesting ad texts, and making smart bids based on your conversion
metrics.

Proprietary
Cost & Budget: How Can I Compete?
Objection:
How will I compete with big companies with my £1000 annual budget? Won’t
large companies with a bigger advertising budget outrank me by paying more
for the same keyword?
Response:
• The AdWords program supports advertisers of all sized budgets. We will
help you identify the most effective and affordable keywords.Each month or
quarter you will receive a report showing how your money was spent
*

Proprietary
Market Saturation: Is the Market Too Saturated?
Objection:
• Is the market too saturated for a small budget?
• When I search for similar businesses, there are already many
adverts. Where will mine fit?
• You probably try to sell to my competitors. Surely we can’t all be
listed on Google?
*

Proprietary
Market Saturation: There is Room for More
Advertisers, Even with Small Budgets
Response:
• If your competitors all advertise
online, it must work… marketing
online will help you gain some of
their market share
• We will optimise your campaign to
ensure your ads are visible
• If you only sell locally, we can
target ads to your local area, so
you won’t spend money advertising
to other parts of the country
• Use examples of similar small
businesses
*

Proprietary
Market Saturation: Locality
Objection:
My company is strictly a local business – I don't want traffic from outside
of the region we serve.
Response:
• Google currently has the ability to determined a customized target
area using longitude and latitude. We can also refine your targeting
by using descriptors for the region you would like to target

Proprietary
Seasonality
Objection:
This is a slow time for our business...our business is seasonal.
Response:
• Great, this is the perfect time to augment your slow time and improve
your business. You could make your slow time a more productive
time.
• If people are actively searching for your product or services, than
they are asking for your information today, regardless of season.
• This is a good time to test your ad campaign prior to peak season, so
you can ramp up during your busiest months.
• Your competitors are there - your clicks are going to them.
• Or alternately, your competitors aren't there so this is a perfect time
to begin advertising and build a strong presence at a lower cost.

Proprietary
Sales & Conversion Metrics: How does this work?
Objection:
• How many sales/conversions per month can I expect?
• How do I know if AdWords gives a good return on my investment?
• How can I track all my sales/conversions?
*

Proprietary
Sales & Conversion metrics: Online Marketing
Gives Better Data Than Other Type of Marketing
Response:
• Acknowledge importance of metrics
• Ask how the advertiser measures sales / conversions with other
forms of advertising (e.g. yellow pages, classifieds, flyers)
• Ask if advertiser is happy with ROI from current marketing channels
• Highlight the availability of your reports and what information they
contain (budget spend, number of clicks, etc)
• Point out that they can get more useful metrics than with virtually any
other form of marketing
• Use examples of similar small businesses
• REMEMBER: Google drives leads but does not guarantee sales, this
is the responsibility of the site itself.
*

Proprietary
Organic vs. Paid listings: Why do I need both?
Objection:
• Is it better to be in paid listings or the organic search listings?
• Surely I don’t need to pay for AdWords if Google is showing my
business in search results?
*
User’s search
Paid
listing
with
AdWords
Organic
results

Proprietary
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Organic vs Paid Listings
Response:
• Top paid listed alongside top organic will increase the click-through rate of
both listings.
• With paid listings you have control over the message, the timing and the
path of the user to your site.
• Brand recognition and recall increases when using both paid and sponsored
effectively.

Proprietary
Ad Ranking: How Do I Get in the Top Position?
Objection:
• How are ads ranked by Google?
• How do I get the top position?
• How much does it cost to get the top
position?
• Will my ads always be in the same
position?
• Will my ads be above the organic
search results or to the right of them?
*

Proprietary
Ad Ranking: How Do I Get in the Top Position?
Response:
• Ad position is determined in an electronic auction, each time
someone searches on a relevant keyword:
• Top position cannot be guaranteed but highly relevant ads are more
likely to get displayed in a higher position
• To maximise the success of the campaign, you will:
• Choose most appropriate keywords
• Write efficient ad texts
• Optimise the campaign over time
*
Max CPC Quality ScoreAd Rank

Proprietary
Can’t See Ad: Why Can’t I See My Ad?
Objection:
• Where is my ad?
• Why can’t I see my ad in Google’s search results?
• Why can’t I see my ad on Google Maps?
• Why can’t I see my ad on the content network?
*

Proprietary
Can’t See Ad: Advertisers May Not See Their Ads
For a Variety Of Reasons
Response:
There are many factors that can prevent an ad being
displayed, including:
• Account setup was not carried out correctly
• There is no remaining budget on the account
• The ad is being targeted to a different local area
• Correct keywords were not entered to search for
the ad
Each situation will need to be individually
investigated to clarify the reason
*

Proprietary
Invalid Clicks: How does Google Stop Invalid
Clicks?
“Invalid Click is a term used in search engine marketing which indicates
a click generated by prohibited means (including click fraud).”
*
Objection:
• How do you prevent people from
clicking on my ad to increase my
costs?
• I’ve heard about click farms and
advertisers asking other advertisers
to click on ads. How will this affect
me?
• Can you tell me more about
Google’s filtering technology?

Proprietary
Invalid Clicks: Google has Advanced Technology
to Identify & Filter Invalid Clicks
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Click
Click
Click
Click
Click
Click
Click
ClickClick
Click
Click
Click
Click
Click
Click
Click
Click
Click
Click
Click
Click
Click
Click
Click
INVALID
INVALID
INVALID
Click
Click
Response:
• Google takes click fraud
extremely seriously
• Filters are being
continuously improved and
updated
• There is also a dedicated
team manually analysing
clicks
• Clicks identified as invalid
are not charged to the
advertiser
Click
Click

Proprietary
Untargeted Clicks
Objection:
I don't want to pay for untargeted clicks.
Response:
• The users that click through to your website are "double qualified."
By searching for a phrase specific to your business and clicking on a
well written ad that clearly describes your offer, you are receiving
extremely qualified traffic that is likely to convert into a customer.

สรุปเรื่องวันนี้
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คนไทยกวา 97% ใช Google ในการคนหาขอมูล
การขายอยางมีประสิทธิภาพ
AIM: Align, Inform, Manage
8 Selling Steps
ทําการบานกอนขาย: Keyword Planner, Display Planner, Google Trends

How To Sell AdWords 101

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