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How to Profitably Win New Clients with Google Ads

About This Talk

This talk is by Amy Hebdon and was recorded on October 9, 2020. You can learn more about Amy by: 

Timestamps

0:00 Intro
2:09 About Amy
3:57 The Truth About Google Ads
8:02 You Need an Offer
11:34 Optimize For Profit
16:13 Building Your Offer for Google Ads
21:09 Will Google Ads Work For Services?
31:25 The Problem With Being Too Different

The Truth About Google Ads

We typically think of all things Google as being “organic.” In this conception, Google is a meritocracy where only the best ideas rank and get traffic. 

So when it comes to Google Ads, it can feel strange to think about building your business using Google for inorganic means – advertising – to achieve it. The truth is that advertising is a way to amplify your brand in the moment when people are looking for your solution. The big idea? Don’t be smarmy, but be present when your prospective clients need your help.

To run a successful Google Ads campaign, you’ll need a lot more in place than just the ad. Here are the prerequisites to any campaign, before you can think about the tech or ad creative. 

You Need an Offer

You need an established offer and a clear market need that you can meet. Your offer should be easy to buy, like a book, course, or consultation. And you should only consider Google Ads when you’ve established a clear product-market fit. 

Optimize for Profit

Exposure is not the goal here. Your Google Ads campaign should be targeting profitability from day one so that you can sustainably advertise and acquire new clients. 

Target Motivated Buyers

You need people who are ready to take action, but you’re not looking for exposure or awareness. Instead, you’re pointing a small number of motivated buyers to your offer so they can have a solution to their problem. Know your Perfect Fit Client, the language they use, and how they think about the value you offer. 

Find and target keywords that most indicate someone is ready to take action right away. Some keywords will indicate greater purchase intent, and you should target those keywords to maximize the chances of reaching buyers farthest along in their journey to find and buy a solution. 

Building Your Offer For Google Ads

Keywords, ads, and landing pages. That’s what you need to be successful with Google Ads. 

For paid ads, it’s best to focus on the middle- or bottom-of-funnel. If you want to drive exposure, use other ad platforms like Facebook or Youtube. 

Keep in mind that Google operates on an auction model. If clicks are more valuable to your competitors than they are to you, you’ll see the price of paid clicks go up, and you should be more judicious and targeted in your approach to Google Ads. Advertising is sometimes thought of as a one-time setup, but it’s not. Given the changes to the market, competition, and the cost of ads, you’ll need a process for regularly monitoring and evaluating your campaigns. 

Will Google Ads Work For Services?

You may have heard horror stories of people flushing money down the drain – you know, straight into Google’s massive bank account. But Google Ads can work to bring new clients into your door. 

What you need is a strong offer. Amy sees strong offers as having three components:

  • Product – the thing you’re selling
  • Price – what you charge
  • Positioning – the value and result the product can deliver

As mentioned already, you also need a clear product-market fit since you’re targeting searchers who have a clear idea of what they want so you can’t be too different, unique, or novel in your marketing approach. 

The Problem With Being Too Different

Many ClientCon speakers have preached about the necessity of differentiation. It’s true, differentiation and uniqueness can help you charge price premiums and drive word of mouth for your products and services. Check out Tom Miller’s talk on how firms grow and David C. Baker’s talk on using leverage to learn why. But being too different can work against you when it comes to Google Ads. 

You may have heard the term “blue ocean strategy,” which is a business strategy to find unaddressed market areas and focus on them to drive profitability. This presents a paradox when it comes to Google Ads. 

On the one hand, you need to be different enough to give prospects a reason to do business with you instead of the other options in the market. On the other hand, Google Ads work on search, which means you need to present your offer in the context of a familiar problem or solution area so people can find you in the first place. 

Who’s Going to Run Your Ad Campaigns?

It’s fine if you don’t want to be an expert at Google Ads. You don’t have to be. You just need to be an expert in how you and your company use Google Ads. 

Amy uses the example of taking care of a sick child. As a parent, you don’t need the same skills to take care of your sick child as you would need if you were a doctor who can diagnose and take care of any sick child. 

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