After a long time without a website I decided to set one up. Gone down the google adwords route and am at the top of google in the two local towns.
Not a great deal of traffic in the area, but I've recorded 63 (paid) clicks in about a month. Unfortunately all it seems to have generated is a flurry of activity from marketeers trying to sell me shite I don't want or need, even more google adwords.
Just interested in conversion rates other folks experience for, say, every 100 clicks or so.
Replies (6)
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If you are getting clicks and no take up at all, your website may just be poor. Do you have prices on your website? In my experience, the sort of people who find you using adwords will probably not bother contacting you unless you have prices.
Having said that, Adwords is one of the least cost-effective marketing strategies I have ever used. Assume half the clicks are from people trying to sell YOU something, most of the remainder are nosey competitors or accidents. I'm just not convinved that paying for high bids on adwords is worth the money - far better to be ranked near the top of generic search, which you can do with a well targeted and interesting website, though it does take time.
Get someone to set it up for you.
If you are unsure about it get someone to set it up for you. I had a go myself this time last year and did get a return that was worthwhile but it could have been better as I wasted a lot of money as about half of my clicks were from oversea SEO companies trying to sell me services.
There are firms or people on people per hour who will set it up for s small fee who can stop a lot of the wasted clicks.
I think if done right it is one of the best and cheapest ways to get a return.
I have just had mine set up by a marketing guy who has shown me a few things I did wrong
What is key is landing pages in that if your advert is for xero accountant the ad needs to open a xero based landing page and not just your page etc so as Tim suggests you might want to make sure your website is up to scratch.
You need to creative about your keywords so don't Just put "accountant London" you will find a lot of people who search google for accountants maybe using related products so things like "quick books accountant" may get you a better quality response.
It depends on your budget and location but a £200 - £300 per month should get you a return that is worthwhile. If you compare that to other types of marketing like mail shots/ telemarketing I think you will struggle to get better. You also need to work or organic SEO as well as, as soon as you switch off your Adwords you will disappear off google.
Sounds like you are doing the right things. Our website has guide prices with a range for different types of work. The ranges are broad allowing a fairly tailored price per customer, but it avoids time-wasters who are after silly prices while at the same time giving genuine prospects a good idea of what they might expect.
Website is also key
Many people struggle with adwords.
We however have found it the best form of advertising we have ever used and is our only form of paid advertising apart from client referrals.
We have history going back around 5 years and for around 60 clicks we would be expecting an average of around 5 enquiries. Obviously then signing up depends on you and your costs.
We also have prices displayed which we find helps but also means we spend less time with enquiries that are not willing to pay our fees. Therefore our enquiries may well be on the load side to clicks as there will be those who rule out the cost after clicking.
Good advice
Some good advice above. I would add from experience
(a) don't go chasing the very expensive clicks, look for focused keywords and negative exclusions.
(b) ask yourself - and maybe existing clients - what keyword would you use to find an accountant. I always think the simple, "how would I find xxxx" is a litmus test
(c) brand building is important- Adwords can help warm clients up for other approaches and VV - clicks sand enquiries are only an indirect link