Things you should never advertise on Google.
How hard could it be? Someone searches for Herbalife Formula 1 shake, you show them an ad for it. They click and land up in your online shop. You take the money and the supplier delivers it. Ka Ching!
A client asked me if I could help her advertise her brand new online Herbalife shoppe on Google. She wanted a share of the 8 000 people in her area who search for Herbalife every month.
Making money advertising identical branded goods on Google is really hard.
One tub of vanilla Formula 1 shake is exactly the same as every other tub of vanilla Formula 1 shake. So, who do you buy from? Either the cheapest, or from Amazon because they've already got your address and card on file.
The new entrant draws all the short straws.
- She doesn't have the purchasing power to negotiate the best deal from the suppliers and couriers.
- She hasn't had thousands of visitors through her online shop to tweak the process.
- She hasn't got the performance data from years of advertising to show what works and what doesn't.
So you drop your price.
And they drop their price.
And you drop your price again.
And pretty soon it's a race to the bottom.
Then, to rub salt into the scratches, Google Ads is an auction. If someone with similar adverts offers Google more they'll end up closer to that coveted top spot.
So you raise your bid.
And they raise their bid.
And you raise your bid again.
And pretty soon it's a race to the top, to see who can pay Google the most.
Want to increase your conversion rate? For free?
I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form.
Subscribe now and I'll send you a free copy of my in-depth ebook High-Converting Enquiry Forms.
You're already paying for clicks. Now turn them into conversions.
Privacy policy. Unsubscribe at any time.
Related articles
About 25% of online leads are lost before they speak to a sales person.
Losing 1 in 4 of possible sales before the process even starts is a huge waste. It's also a huge opportunity...
A warning about Google Local Service Ads for doctors, lawyers and other professionals
I investigated using Google Local Service Ads for a law firm client. Turns out that there are some privacy issues which were of concern. They may be of concern to you too.
The one number you must know if you're going to use Google Ads to generate leads.
How much can you pay for a lead and still be profitable? It is obvious, and it should be advertising 101, but I've lost count of the number of people paying Google who don't know the number.
Ever get to Friday and feel like you’ve accomplished nothing?
That's been me for many months. I’ve been busy but not productive. I've felt burned out, tired and bored. This all changed after I implemented time blocking.
How do you get value from "low quality" Google Ads leads?
One kind of "low quality" Google Ads lead is a genuine enquiry for something adjacent to what you offer. Here's how I helped one client make sales to them.
"I have no idea if his recommendations will increase my conversions..."
A friend is trying to hire someone to manage her Google Ads. She's worried that they'll cost more than they bring in. Or, worse, they'll kill the flow of leads her business depends on. Here's how to reduce that risk.
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.
Google Ads for industries with long sales cycles
A client installs billboard size video screens. Here's how we used AdWords to get him in front of the decision makers early enough.
How do I know which of my leads came from Google Ads?
Here's the problem... Conversion tracking or analytics can tell you how many leads you got, but not who they are. Read on to see how to fix this.
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 much is a Facebook like worth?
I've just run a quick calculation and can confidently say that a Facebook like is worth $0.007. Let me explain
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.
How we turned no-shows into $185 150 worth of new business every month
No-shows cost my client $283 328 a month. Here’s how we turned them into $185 150 worth of new business every month - without spending more on Google Ads.
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.
Make more sales from PPC leads by understanding why people enquire.
Understanding why people buy is key to making more sales. Here's how you can get started right away.
Marketing Lessons from a Chimney Sweep
There was nothing special about his customer-finding system. But, his customer-keeping system was the best I've ever seen for a small business.
Nobody is buying! Can’t you write better ads?
Nobody is buying! Can’t you write better ads? That's the last thing you want to hear in a meeting with a new client...
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.
Should I use my competitors' names as keywords in Google Ads?
Should I use my competitors' names as keywords in Google Ads? The answer is, it depends. Read on to find out how to make the right decision for your business.
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.
Which are the specifically right targets for a small paper pallet company?
This question was asked on Quora. Saving my answer here.
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.