UK Digital Landscape 2015. AdWords: a refresher training session. AdWords: Objection Handling. Tools and tips to sell successfully.

1. The Art of Selling AdWords
Alexia Arrizabalaga, Partner Manager UK, SMB Agencies

2. ● 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

3. ● UK digital landscape in 2015
● AdWords: a refresher training session
● AdWords: Objection Handling
● Tools and tips to sell successfully
Agenda

4. The UK Digital Landscape in 2015

5. % Daily media time in 2010
TV
Digital
Radio
Print
25%
22%
6%
47%

6. 47%
25%
22%
6% 2010
38%
43%
16%
2013
4%
TV
Digital
Radio
Print
% Daily media time in 2010 vs. 2014

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 72015 2016 2012014013
MOBILE
EXCEEDS
DESKTOP
2015
WELCOME TO

8. 20132010
% of Google searches on mobile (UK)
2015

9. 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/

10. 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
http://think.withgoogle.com/mobileplanet/en-gb/

11. We are always connected
Pew Research Center, Smartphone Ownership, 2013

12. So, what does that mean for businesses?

13. Google Adwords: Product training session

15. Google Adwords: What is it?

16. The right message, to the right
person, at the right time and in
the right place across all devices

17. Google AdWords: How it works

18. 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, …

19. The three key benefits of
Google AdWords are
Reach, Relevance and ROI

20. Reach
Number 1 website in the UK: 89.9% of the market

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

23. 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.
2
Geographic : Chose to appear only
for those who live within your area or
are interested in a local service
Relevance

24. 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

25. Return on Investment
2
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

26. 2
Tips and Features for greater ROI and success

27. 2
Generic Keywords
Return on InvestmentLow High
VolumeHighLow
“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

28. Get customers to notice your ads
Ad 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 space
Enable 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

29. Call Extension - Location Extension
Phone
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

30. 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 location
extensions see an average click-through rate (CTR) uplift of over 10%.
Location Extension

31. 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

32. Turn clicks into customers
Sitelinks 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 details
Direct 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

33. Strengthen your message
Add 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 users
Keep 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

34. Best Practice tips on client calls and meetings

35. 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 / NO
Low Value
High Value
Effective Questioning

36. Their Business
● Market
● Opportunities
Focus on Three Areas
Their Marketing
● Strategy
● Budget
Their Personal
Goals
● Priorities
● Resources
Effective Questioning

37. Their Business
● Market
● Opportunities
Focus on Three Areas
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 ?
Effective Questioning

38. Focus on Three Areas
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 ?
Effective Questioning

39. Focus on Three Areas
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?
Effective Questioning

40. 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

41. Adwords
Objections Handling

42. Most Common Objections
Google Adwords is too expensive
1
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

43. 1. I can’t afford that many clicks
AdWords is too expensive

44. 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

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

46. 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.

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

48. 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?

49. 4. There is no marketing budget left
We don’t have budget to do this.

50. 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

51. 5. We have a niche service/product

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

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

54. 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?

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

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

57. Customers must beware of the sharks…
5
We trust all of our agencies to:
Sell and manage AdWords campaigns,
and other digital products, in a legitimate way.
Reach out
to your
Google Rep

58. 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

59. Sales Tools and Tips
to help you get new customers

60. 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

61. Look the
navigation and
the structure of
the website. Bring
your expertise as
a user

62. 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

63. 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

64. TOOL INSIGHT
Google.co.uk Basics for every research (check auto-complete prediction)
Competition
Organic 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 & Seasonality
Show local interest & examples of rising keywords
Vertical Trends Industry-specific search trends
Seasonality
Time < 5 min
Complexity: Low
Tools to help you prepare

65. 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

66. 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

67. https://www.google.co.uk/trends/
Google Trends

68. Reach out
your
Google Rep
Quarterly Vertical Trends

69. 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 trends
Insights in behaviour of the “mobile consumer”
Time > 5 min
Complexity: Med

70. Consumer Barometer with Google
https://www.consumerbarometer.com/en/

71. Customer Journey to Online Purchase

72. RECOM
M
ENDED
https://www.thinkwithgoogle.com/intl/en-gb/
Think with Google

73. Our Mobile Planet
http://think.withgoogle.com/mobileplanet/en-gb/

74. Reach out
your
Google Rep
Case Studies/Research on the Google Partners Platform

75. Any questions?
Post them on the G+ event page

76. Thank You