Profitable Conservatory Marketing – Chapter 5

Welcome to chapter 5 of the RPS Software guide to profitable conservatory marketing.

Introduction – Marketing is a PROCESS

Often, people think of marketing as an event, such as placing an advert or exhibiting at a show. However, marketing is about relationships with other people. This lasts longer than a simple advert or single event and is all about regular communications.

The more often you communicate, the more your customer is likely to trust you and the more likely they are to buy from you when they are ready. There is much more about this throughout the chapters of the book, and in the individual sections which we are releasing now for people to download.

In this fifth chapter we concentrate on Google Adwords.

Traditional Interruption Marketing

Much traditional marketing has been built around the “interruption” model. The idea is simple – I interrupt an audience to tell them all about my product. It’s not relevant to the majority, but they just have to ignore my interruption. This is particularly obvious in TV and radio advertising, where the only way to avoid adverts is to turn over or turn off, but we also do the same whenever reading the printed press.

Search-based Advertising

There is an alternative. You may have noticed that when you search for something on Google, there is often a list of adverts which appear. For example, if you search for “conservatory design software,” you might see the following ads appear:

Below this will be a list of more “normal” search results. Obviously, getting your advert on the first page of Google can make a HUGE difference to your business, especially now as Yell is no longer the first port of call for many potential buyers.

Be Careful!

Beware – it is possible to bid for a generic keyword such as “conservatory”, but it will cost you a lot of money, and will probably not be well aligned with your potential prospects. A far better bid might be “Conservatories Stafford” if you were based in the Stafford area. This has the benefit that it will cost a lot less, and is more likely to yield leads in your area.

You can set budgets on your AdWord campaigns, and the whole process can be tweaked using statistics from Google. The important numbers are the average position of your advert (top 3 is best), and the click through rate (the number of times your advert is clicked against the number of times it is displayed – anything over 1% is good, a click-through rate of over 10% is exceptional). Payment for AdWords is taken from your credit card or your bank monthly.

But (and this is a big “but”) the most important number is how much money a campaign is making you. Think ROI (Return on Investment). All the clicks in the world won’t help if you’re not selling anything!

So How Does It Work?

Before Google presents their normal search results, they look for any advertisers who have sponsored the search keywords or phrases. If there are such sponsors, they then pick the “best” from their list to display. The “best” is chosen by a combination of factors, including how relevant your ad is, how much you’re prepared to pay for a “click”, and how many people have previously clicked as a percentage of the times your ad has been displayed, and when they have clicked, how long they’ve stayed on your “landing page”.

An example of how one of our landing pages might look is shown on the following page. When you get good at this you’ll end up with quite a few landing pages, each designed for a specific advert.

What Happens Then?

As soon as a customer clicks on the ad, they are sent to a page you designate, known as a “landing page.” You could try and sell them a conservatory off that page (good luck!), but it may be better to use it as a lead capture page, to be followed up by a call, and hopefully, an appointment.

Remember, none of this will cost you anything, except some of your time, until a customer clicks on your advert!

How Do I Get Started?

Signing up for AdWords is free, and there are lots of vouchers around offering some free credit to get you started. Then you need to identify a set of keywords that will single out your product from the competition. To do this effectively means that you need to identify your “niche” – the thing which you do better than everyone else.

Remember: Please DON’T just try the word “conservatory” on its own. It will cost you a lot of money and it won’t work, unless you really know what you’re doing.  Try something specific like “Conservatories Marple.”

Having done that, it’s then time to design your ad. It’s just a headline, 2 lines of text and a link to your website. And then design your landing page.

How Can I Find out More?

There is an excellent book called “AdWords for Dummies” by Howie Jacobson. Don’t be misled by the title, it’s extremely well written and is used by experts too!

Also there is LOADS of information on the web, but just be aware that as this stuff is changing daily, even Google’s documentation isn’t always right up-to-date.