One kind of "low quality" lead is a genuine enquiry for something you don't offer. They're looking for one-off, you supply in bulk. They're looking for a domestic rated machine, you sell industrial machines and so on.
I have a client who runs a car service/repair workshop. We've got the Google Ads lead flow working pretty well. But he still gets a fair number of enquiries from people with broken cars who he can't help. His workshop specialises in mechanical repair, but the enquiries are for electronic repairs.
We've done the obvious already. We're not targeting electronic repairs. And we've added negative keywords to exclude searches related to electronic repairs.
That hasn't worked 100%. Most people with a broken car don't know why it's broken. They don't know if it's a mechanical problem or an electronic problem. It just doesn't go.
And that reflects in the way people search. The most popular searches in this campaign are "audi repairs near me" and "audi workshop near me". Neither tell us what kind of repair is needed.
We can't stop advertising on these searches. They produce the highest number of leads at the lowest cost per lead.
It is true that someone looking for an electronic repair is a low quality lead today. But, they won't always be a low quality lead. They may need a mechanical repair in the future and they'll need regular services - both things my client does.
Here's what I suggested my client do.
Make a list of reputable workshops in the area that can do the electronic repairs. Give the name of the business, their address, phone number and opening hours.
Call the people looking for an electronic repair and tell them you can't do the repair but that you'll send them a list of workshops who can.
Email the list and include a discount voucher for their next service with you. Suggest that they save your number on their phone under Audi workshop in case of future emergencies.
This small effort wins you loads of goodwill and significantly improves your chances of getting a sale in the future.
You're welcome to adapt this for your own business or for your client's business.
Do I really need 7 websites?
Two groups of people visit your website: people who know what you sell and strangers who don't know you but want what you sell. One website can't serve both groups effectively.
Does PPC work for accountants?
The short answer is “Yes, but only sometimes”. Google suggests that AdWords will work for any business but this is not true in real life.
How do you test a business idea?
You don’t want to invest time and money on a business idea unless you’re sure that it’ll get traction. Read on to learn how to use Google Ads to test an idea before committing to it.
How to turn leads into sales.
Two businesses in the same industry. One converts 5% of website leads into sales. The other converts 60%. Read on to find out why.
I can’t get to the decision maker.
"I‘ve got a great product but I can’t get to the decision maker." That’s a problem we smaller business owners face a lot. Can I tell you about how a former client of mine got the decision makers to come to her?
Is AdWords scaleable?
There are a finite number of people who want what you sell, can afford what you sell and are in an area you can reach. Some portion of those people will use Google. That number is the upper limit of AdWords scaleability.
Is AdWords worth it?
"Is Google Ads really worth it? I have found that through tracking my CPC, I am not having that much success." was asked on Quora. My answer saved below.
Selling to strangers is different
Ask 100 small business owners how they find customers and 99 of us will say "word-of-mouth". What we won't tell you is that our word-of-mouth marketing is not well tuned engine that spits out a steady stream of great prospects. They arrive by luck or magic.
The cost of zero.
Every small business owner needs to understand the cost of zero before they next invest in marketing. It does not matter what medium it is: Google Ads, Facebook, LinkedIn, magazines, radio, or anything else. The reason these campaigns fail so often is never as obvious as you might think.
Will Google Ads work?
Thinking about advertising on Google? There are thousands of people who've used Google Ads and never made a sale. You don't have to be one of them. Read on to learn how.
Zombie Hunting Wednesday 3pm. You in?
We’ve all got zombie leads. These are people we’ve quoted who haven't said yes. They haven’t said no either. Instead they’re ignoring us - our emails go unanswered and they’re always too busy to talk.