Our client wanted to attract new customers for a high-value treatment they provide, and to help pay off the high-end equipment they just purchased.
If only one method of online advertising to get new clients is possible due to budget constraints, we always recommend Google AdWords campaigns, which reaches the largest audience in a targeted area, such as within a ten mile radius of your location.
We set up the campaign and wrote the ad copy, made a landing page, chose quality keywords and a specific method of keyword matching to maximize their daily budget.
We measure whether the ad is performing well in a few ways. (Please refer to the graphic below for the numbers in parentheses.)
- Placement on the results page: Ideal positioning is either the first, second or third place on the page (6).
- “Click Through Rate”: The percentage of time someone clicks on the ad (3) compared to the total number of times the ad is displayed. Above 0.5% is considered very good. It means the keywords we selected are a good match to what the user is seeing in the ad copy and is responding well to it.
- “Conversions”: This is a big one. There are a number of ways to measure this, but it always refers to a way of tracking when the user takes a desired action. In this case a conversion is counted when the appointment form is submitted (7). The cost per conversion (8), is the total number of conversions divided into the total amount spent. In this case the cost per conversion is currently $89. Considering that the treatment being marketed typically brings in a few thousand dollars in revenue, paying ninety bucks for a likely new high-value client is money well spent.
It should be noted that conversions don’t measure all of the success. Visitors who click on your ad may also call your business for an appointment from your phone number on the landing page (the page we create specifically for the ad offer), and even if they don’t call or make an appointment right away, they have seen your company name and your offer. Repeated exposure to your business is one of the keys to brand layering and attracting new business, so every click to your site furthers your efforts.
We realize most of our clients aren’t seeking such high-value clients where $90/conversion is a reasonable number. This is just one example. A reasonable cost for a new customer or sale depends on your business. And it is not always possible to track just how much new business you are getting from any sales promotion, but a well-executed AdWords campaign should be high on your online marketing agenda.
There are many more important aspects of Google AdWords, enough to fill books, but the info presented here is the very core of how to measure the success of such marketing campaigns.