Before you spend one penny on an AdWords campaign – take a walk with me – a customer – through the whole “searching for a product or service” on the internet.
Yesterday – my clothes dryer quit working. While draping my clothes over the railing of the upstairs over look is an option, it’s not particularly decorative – so the first thing on my “to do” list this morning is to find an appliance repairman.
Right now, it’s easier for me to search for this service online rather than try to find the latest version of the yellow pages. If I had one of those jobs where you get up, get dressed and drive to an office – I’d be using my cell phone to perform this search as I sat in rush hour traffic. However, because I don’t have to drive to my office – I sit down at my computer and begin my search for a local business online.
I go to Google and I type in the words “appliance repair [my city + state]” and hit enter. This, by the way, is known as a “search query”. These are the KEYWORDS that I am using to find what I need on the internet. I could have just as easily used “dryer repair [my city + state]| ” or “[brand name] dryer repair [my city + state]”.
I am greeted with several Adwords ads – each containing my search query. This is good. I WANT a local service provider. However, while the ads all lead with my search query terms of “appliance repair [my city + state]”, when I click through to the web site – there is no MENTION of them servicing my city. As a matter of fact, one of the web pages proclaims proudly that they travel clear up to – well, to a town in the next county.
I’m well aware that each time I click on one of these ads, that each of these businesses will be charged with the click. I can’t help but wonder how many other people in my city have clicked on that ad only to discover that the business does NOT provide service to our city.
One company has an elaborate flash page which takes more than 20 seconds to load. That time is an estimate. As I watched the elaborate show unfold – I clicked away. I don’t want to be entertained – I want my dryer fixed – NOW!
I come to a really GREAT web site of an appliance repair shop. It’s a GREAT web site, complete with a cute basset hound puppy as a mascot. I’m such a SUCKER for appealing mascots. I picked my pest control company because they dressed their cars up as mice. With that experience in mind, maybe it’s best that this appliance repair service is not local. However, while the basset hound puppy was cute, it took me three clicks to find out the company is based out of a city over an hour away.
As I search, notice I’m looking for something really specific. Yet, while the AdWord ads parrot my search terms – when they take me to a page which lists cities two and three counties away – I instantly think I’m in the wrong place.
If a keyword is worth bidding on – then it’s worth creating a landing page for that keyword.
I’ve written before about the importance of landing pages. If you’re using the web for marketing, you’ll know it’s a numbers game pure and simple. However, the key concept is that those numbers include VIABLE prospects.
Once I exhaust searching the paid ads – that’s right, there were 9 ads and not ONE of them mentioned my city as an area they serviced – I move on down the page to the “natural” search.
Natural search are the results that DID NOT pay to get moved to the top of the page. These pages are here because they actually contain the words “appliance repair” combined with “[my city + state]”. Fortunately for these businesses – none of which have an ad displayed – those who DID pay to have their ad displayed couldn’t convince me in 30 seconds or less that they had a solution to my problem. Because paid search failed me – now I’m off through a hunt through the “natural” search.
THAT IS THE KEY TO USING ADWORDS: You’ve got 30 seconds or less for the page to load and to convince me YOU are the business I need to call. You’ve paid to be bumped to the head of the list – take advantage of your one time only shot at my business!
Before I get to the “true” natural search, I see Google’s “local business results.” This yields a better quality of options for me. After all, there’s a map so I can SEE that each of these businesses is located near me.
I like Google’s local business result. In order to sign up, the business owner must fill in a form with essential information. Instead of assaulting me with an audio/video extravaganza – I see the essential facts I need to know – like what brands they service. I can choose to click on the link and go to their website – or I can click the “click more button and see the results of the form they filled out to open the account. Without exception – I use the “more” button because the web sites are so poorly done.
I begin dialing and call the three businesses listed on local search which service my brand of dryer.
This is the moment of truth. Across my city, phones begin ringing as I try to become a member of an appliance repair company’s “tribe”.
At this point, I could launch into a rant on customer service. I’m getting answering machines at 9:15 AM on Monday morning. These are the people who will be bitching about how the poor economy is killing their business. Here’s a tip – it’s NOT the economy – it’s your lack of attention and commitment to your business.
Finally I get a busy signal. It’s a welcome relief. At least they’re in the office and answering calls – and other people are calling them as well. I may have a winner – but I have to wait.
As I wait – I move on down the list of results to my search query and find a Superpages.com listing. Oooo – the all inclusiveness of the yellow pages delivered online. This sounds promising! I click and am greeted with a page that lists 15 different paid ads. FIFTEEN!!! Many of these are for other search sites. Just what I want to do on a Monday morning – go on a wild goose chase!
I scroll and scroll until I find the business listings. However, this positively cryptic when compared to the local business results offered by Google. I get out of the Superpages site and get back to the number which was busy 10 minutes ago.
BINGO! The phone is not only ringing – it’s manned by a living breathing person who speaks English fluently. RELIEF! I am willing to wait until tomorrow for my dryer repair person if it means my search is over.
Thirty minutes ago, I thought my dryer would be fixed by nightfall – now I’m just glad to know I’ll be seeing someone this week.
By the way, I had to have my oven repaired about 5 months ago. I was thrilled with the service, but I don’t remember the company name. If they’d left behind a refrigerator magnet – I would have called them. I remember the guy’s face and first name- but not the name of his business. It’s too bad. I liked him and he did a great job.
Which is why I had to go searching again. I tried to follow the “path” I used five months ago – but none of the results I saw looked familiar.
Without a well defined, tightly targeted audience… well… Google Adwords then becomes just another way to drain cash from your accounts. Before you spend one penny on an Adwords campaign, be sure you get inside your customer’s head and find out what they’re REALLY searching for online. AdWords is no play to launch a “spray and pray” advertising campaign.
Need help with getting inside your target customer’s head? Pick up a copy of my book Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results for a step by step process you can follow to figure out the who, what where and most importantly WHY customers buy.