As you know, Adwords is Google’s advertising platform. It allows anyone to buy “keywords” in order to appear among the sponsored links on Google and its partner sites. The system offers a double advantage: it is simple and the results are immediate. The service is billed per “click”. You therefore only pay for internet users who actually clicked on your ad.
We will not talk here about “How to generate a maximum number of clicks with a given budget?”. But rather about “How to turn these clicks into real business potential“.
Two mistakes are commonly made in this area:
Poor choice of landing page
Each Adwords ad is associated with one and only one landing page. Unlike organic search, with Adwords, you have a choice. This is a decisive factor in ensuring the highest possible conversion rate.
A good landing page must be:
- Targeted: the internet user who clicked on the ad is looking for something specific.
- Action-oriented: you paid for a person to arrive on this page. What do you expect from this visit, and does your landing page make it possible to achieve it?
Ineffective contact processing
Assuming (and we hope this for you) that you have generated a significant number of “leads” thanks to effective landing pages and contact forms, you will then have to “process” these requests (we are not talking here about e-commerce sites). Companies that have not connected their CRM to their website will have to do this manually:
- Receiving an email
- Entering the data into the customer tracking system (in SMEs / very small businesses, often an Excel spreadsheet)
- Following up on and handling the request with whatever tools are available
- The request appears on the sales team’s dashboard
- An acknowledgment of receipt is automatically sent to the client
- Requests are automatically tracked and follow-ups are scheduled in the event of processing delays
- Reporting is automated: it then becomes easy to calculate the ROI of the Adwords campaign
