During the past few years, I have had the opportunity to work with different companies from those who I have supported in the handling and optimization of campaigns of Google AdWords.
Companies of services, companies that sell physical products through a store in line, local businesses and until with people who work (ex independently. consultants)
For the majority of these companies, I have required to make a proposal of Google AdWords before obtaining that they are clients.
Memory that when just it initiated, almost did everything of empirical way. Now, I believe that I have managed to identify some of the elements that must have a proposal of Google winning AdWords that allows to obtain more clients constantly.
A very common error is to present the solution your possible client in the first contact that you have with. This is not a good idea since not yet you generate empathy and confidence with the client and already you are saying to him how much it is that it is going to them to cost that you support them with some campaigns of Google AdWords.
What the majority tries to say to obtain clients of Google AdWords is the following thing:
Hello possible client, you need a campaign AdWords, I acquire $1.000 dollars to you monthly, you want to be my client
(That could be script of sales summarized of many)
He remembers that you are a consultant, and not a simple salesman. It is why the process and the structure that I am about to share to you will allow you to generate better results.
Table of contents
- HIGH! Before making the proposal this takes into account¦
- How to make the proposal of Google AdWords?
HIGH! Before making the proposal this takes into account¦
Before sending a proposal it is necessary to take a few one step backs.
First, it is necessary to create that opportunity to be able to present the proposal to that possible client.
For this, two forms exist mainly to obtain that opportunity:
- A possible client contacts to you and you coordinate a meeting or a call to present the proposal to him
- You contact the client and you propose a meeting or call to him to do a proposal to him
Different strategies exist that will allow you to arrive at the previous thing. (In another occasion I will tell you how it is that you can do it)
In this occasion I will speak to you of the structure that I recommend that you take in your presentation to sell a service of AdWords.
That is to say, for this moment or you must have had a previous contact with the client to understand its needs and managed pre to describe it and to know yes can be a good client or no.
From that, already you can initiate with the creation of the proposal ð
How to make the proposal of Google AdWords?
Surely many forms exist in which you can make a proposal of Google AdWords for your possible client.
Often, when we spoke of proposals, we thought about the document as so. That is to say, in the file of power point. Nevertheless, doing a proposal is much more that to send a by email electronic document.
In this occasion I will talk about more to the structure of sales that you must follow, that as well, will be important to shape in a document that you are going to present with the client.
Without a doubt, there is no a magical formula to create a proposal of AdWords. Nevertheless, this structure that I am about to share us to you has worked very well and it has allowed us to have more new clients of services of Google AdWords and digital publicity.
So¦ Hands to the work!
Present to you with the client: Who you are and why it would have to trust you?
As all good script. Everything initiates with the presentation.
Before wanting to propose marriage¦ you are due to present you don't create? ð
The objective of this section, is that you generate confidence with the client and who the same, returns to be convinced that you can be the indicated one in solving the problem that she has.
Even though your possible client already knows a little on you. It is necessary that you make an introduction where mentions the following thing:
- On you Who you are? You are an independent consultant? Do Forms leave from an agency?
- Credentials Which are your certifications? Which is your experience?
- Supply of services What is what you offer? Which are your services?
- Clients Which are the clients with whom you have worked previously?
- Differentiator Which is your secret weapon? Which is your specialty? Which is your unique proposal of sales?
It remembers not to spend too much time in this section. To end of accounts, to the client it interests to know more envelope to him how you can solve his problem and so it is not interested in knowing which have been your profits.
He remembers that in this section the client must respond to the question:
Who you are and because he would have to trust you
That is the main objective. Now, we speak of the client¦
Present situation of the client
As I commented it at the home, before making a proposal, you must have had a previous meeting with the client to know on its business, its problem and the true needs that it has.
In this section of the proposal, you will need to make a general analysis of the problematic one that it has (without providing the solution, that will be more ahead).
That is to say. If the client told you that she has a new service that wants to give to know the market and to generate people interested in the same, then you must mention it in this section of the proposal.
This he could be an example of a part of the present situation of the client:
- The client xyz has a new service that wants to present the market
- The client xyz is interested in generating around 20 people to the month interested in the service
- The client xyz has used traditional publicity during the past few years, this has worked to him, but recently there are lost his effectiveness and no longer she is satisfied with the volume with calls and prospectuses that is obtaining.
As you will imagine, all this, the client already knows it.
But your you need to put it on the table, mainly for the following two reasons:
- The client will realize that you listened to and you understood his needs (she generates confidence)
- You shake or you move the problem of the client and cause that feels a greater urgency and necessity to solve it.
Also, at the end of this section, you can make a summary, when mentioning the objectives that the client has.
That is to say, first, to make notice the present situation and the problematic one that it has.
And later, when sharing to him who are the objectives of the project, him samples to the client which is that ideal situation at which it wants to arrive.
If we followed with the previous example, the section of objectives could be the following one:
Objectives of the project for the client xyz
- To present the new service in the region and the market of the client.
- To generate as minimum 20 described contacts or prospectuses in the service of monthly way.
- To increase the number of clients of the service.
With this last one you reaffirm and him samples to the client towards where it wants to arrive already and for this moment you caught the attention of because you have shelp things to him that are certain (because he you has shelp previously ð to them)
It dates account that stops this moment we have not mentioned anything on Google AdWords (and it is well, that comes more ahead)
Once we do this, the following thing is to make notice the opportunity that has the client to arrive at that ideal situation and how it is that you can help him.
Panorama and digital analysis
In this section we showed an overview to him of its company, sector and objective market of the client in the digital surroundings.
This section helps us to shake a little plus the problem of the client, but mainly it helps us to transmit the great opportunity that has the client to arrive at that ideal situation.
In this section we can share the following thing:
- How the companies are investing more in digital publicity (in platforms as Google AdWords)
- Tendencies search of terms related to the business of the client (Google Trends)
- Volume and ideas of searches in Google (Planning of key words)
- How the competition of the client or similar companies is realising a strategy in AdWords (if they are doing it)
- A brief revision of the efforts that the client is realising until the moment (with a brief feedback)
Recently it contacted a company to us that offers shared spaces of work, known as coworking and these were some of the images that we shared to him in our proposal:
This type of analysis helps the client to understand that the product are many of its clients looking for or service that they offer and she is introducing to understand them the opportunity that exists in announcing in Google AdWords.
Right here you can include any other analysis or study that supports to make understand the existing opportunity (Associations as the IAB, AMIPCI (Mexico) or the same Google generates contents of this type of gratuitous way that you can use)
Once him samples to your possible client a general analysis of the opportunity that exists and how others are taking advantage of it then already is moment for sharing the solution to him.
The solution (Strategy of Google AdWords)
Now yes, the good thing comes.
For this moment, already you have done the most difficult thing.
Now what it follows is to tell him what and little of how you are going to help him to solve the problem that it has.
For this moment, if you did a good work, the client is in the following position:
- The client knows who you are and which has been your experience
- The client has more confidence in you
- The client knows that you understand his problems and needs
- The client knows of the opportunity that exists to arrive at those clients through Internet
- The client has the necessity presents before that much more
In this section you will share the strategy of general way and of which each of its parts consists.
Considered possible client,
On the basis of which it shared to us, a strategy in Google AdWords through publicity in the network search and remarketing in the network of display is going to allow to him to fulfill its objectives.
Everything will depend on the nature of the business of the client and its needs.
One does not treat to propose, just to propose.
It is important to offer solutions that really are going to secure results to him to the client. You are interested in this since if to the months of to have initiated, the strategy does not work, then is possible that you lose that client.
Here not only one is to propose AdWords, if not that also you can offer other solutions following which it is your approach (Facebook Ads, development of landing page, etc.)
This process applies for any proposal of digital marketing. Nevertheless, I have realized that works better when solutions in specific are offered and not everything simultaneously.
In this section you will have to include:
- What is Google AdWords and how it works
- How Google AdWords is going to allow to him to fulfill its objectives
- Of what the network consists search and that type of strategy is going away to use
- How remarketing in the network of display is important as part of the strategy
Here you can include visual images and elements that allow the client to understand of that the solution consists.
Something that works very well is to finish to this section summarizing the strategy generally.
A very common error is to offer each detail of the strategy, to include each announcement and until a complete listing and structures of the key words that will be being been using.
You do not do it.
That remembers that at this moment of the relation with the client you do not have to offer EVERYTHING to him, you will be able to do it more ahead when she is already client yours. The idea is that the client understands of that she consists what you are proposing so that later decides to be your client.
Economic proposal, estimation of results and times of delivery
And we have arrived at the last step.
Here it is when you share which is the investment that it will have to realise the client, the results who can wait for on the basis of an estimation and the times of delivery for the implementation of the strategies that you proposed.
(Often the client asks to you that only you share this to him, nevertheless, is necessary that you take the conversation during the proposal since this will allow you to increase your possibilities of closing the project of AdWords)
You can use a table where the means are demonstrated that will be using, the investment in each means, estimation of results and what you will be receiving by your service.
This it would be an example:
With this table, the client would be knowing the following thing:
- 96.250 people will see my announcements
- 1.650 people will give click in the announcements
- Each click will have a cost average of $0,3 usd
- Of the 1.650 clicks, 60 people will register themselves to request more information
- Each $8,33 registry or lead me will be costing usd in average
- I will have to directly make an investment to monthly $500 means of usd
- I will be paying to the agency or $250 consultant one equals monthly of usd by the implementation, handling and optimization of campaigns
- I will be making a total investment of $750 dollars to arrive ideal situation
It is necessary to consider and to transmit the client to him who this is a projection only that will help him to consider its results. But that is not something that you can assure to him totally.
I do not recommend to you that you assure that you are going to secure an exact number of prospectuses or clients since there are many factors, that your how consulting one or gets hold of you cannot control.
For example, which makes the client once it receives that call or that prospectus, is not within your reach.
It is why he is better to tell him than what you finish to him sharing it is a projection on the basis of the analysis that became of its industry, business and the experience that you have had previously with similar projects.
In this section you could still more be detailed and to show CTR's, rates of conversion and until a percentage of prospectus to considered client.
Here also it is good for mentioning the time that it is going to you to take to make the initial implementation and the pursuit of the project in himself.
It remembers to include when you will be sharing the reports, when they will have calls of pursuit and any other thing that part of your entregables forms.
Following steps¦ And now what follows?
Once joint parties with the client which are the results that can hope and the investment that it will have to realise, follows to tell him what is what must do for being able to initiate with the project.
A quite common error is to leave open the possibility and of hoping to that the client contacts you in a future to tell you that yes is interested in initiating the project.
It remembers that if you realise the previous steps or you do a good work to transmit the client to him who is losing money or she is stopping winning the more when not being working with you, then or exists something of emergency sense.
Nevertheless, even so, it is good again for concluding the proposal of sales summarizing the importance of initiating soon and not in 5 months.
Also, it makes clear to the client what is what must happen to initiate.
For example, these could be some of the steps that they would have to happen to initiate:
- The client must fill brief or initial questionnaire (this also you can do it in a call)
- The client must make the payment of the first month of activity in the platform of Google AdWords (you can here share the methods of payment with the client)
- The client must make the payment of the first month of the service or equals.
With this, to your possible client it will have left clear more what is what must make to initiate.
He tries to facilitate all the initial process to him so that the smaller possible friction exists.
Another strategy, that others apply, as Brennan Dunn de DoubleYourFreelancing.com, is to tell him to the client who your availability is limited and that is possible that if does not initiate the project with you soon, is possible that your capacity with other new clients does not allow you to take care of them.
Something well important, and that many leave of side is the pursuit. For this moment already you delivered the attack to share the client to him as you can help him to solve his problem.
Now, it is important that yes the client does not decide then to take the proposal, or she says to you that she is going it to review with some other person, DES by email electronic the pursuit necessary or by telephone to impel it to that she makes the decision.
One either is not to seem desperate and to request to him that she is client yours every day of the week.
Nevertheless, yes it is important that you take it into account because often the client has other activities and your pursuit can help to that they close the fast project much more.
This last one can make the difference between obtaining that new client and not obtaining it.
I hope that this article helps you to create one better proposal of sales of Google AdWords for your next client.
I invite to you to that you take ideas from here and that you adapt them to your form to make the things. Especially, if you have seen that something has worked to you well, you can try to add some of the ideas that I shared to you here.
S To solve
This is one formulates almost ancestral of the publicists of direct answer where first beams to notice the problem to the possible client. Later you shake that problem sharing statistical and reasons by which that is affecting to its business and soon you close with the solution to that problem ð