A few months ago, I was speaking with the Partner of an accountancy practice based in Middlesex.
Their practice was growing well, and they told me about the success they’d been having using Google Adwords to drive qualified leads into their practice.
(In a nutshell, Google Adwords allows you to attract and target qualified prospects who are actually searching for your services)
It wasn’t always like this for them though…
It took them nearly 12 months of trial and error to figure out how to get Google Adwords working for their practice, and more importantly, how to get enough ROI to make it a worthwhile investment.
You see, when used incorrectly, Google Adwords can be a potential landmine that bleeds you money, and yields little to no results.
However, when used correctly, it can be a potential goldmine, and a great source of qualified leads for your practice.
Here are 4 tips to help you avoid the landmines, and strike gold with your AdWords campaigns:
1. Do Your Research
This first step is one of the most important, and probably the one that people skim over too quickly.
By doing the right amount of research upfront, you can prepare your ads for success, and reduce the risk of wasted ad spend.
So what does this research consist of?
Start by researching keywords – and these are keywords that your prospects are actually searching for, not what you think they’re searching for…
For example, your prospects are unlikely to be searching for keywords such as “accounting, audit or tax”. Using keywords like this will drive up your costs and get poor results.
In fact, they’re more likely searching for something more specific to them e.g. “accountant in Birmingham who specialises in dentists”.
To do your research, you can use Google’s free keyword planning tool.
Also, if you have Google Analytics installed on your website, you can use the tools in there to look at what keywords people are searching for to find your website already.
2. Be Specific
Like anything in marketing, specificity is key to success.
And when you run Google Adwords campaigns this is no different.
There are 2 main ways you can bring specificity into your ads…
The first is by location – if your practice targets a specific geographical area, then make sure to mention that in your ads! The image below is an example of how to do this:
The second way to be specific in your ads is by niche – choosing to focus on a specific niche of prospects will always yield better results than a generalist ad targeting any type of business.
The example above mentions “small business” as their niche. Here is another example which targets a specific industry (contractors) and their pains:
3. Send Them To A Specific Landing Page, Not Your Website
Most practices that I speak to who have dabbled in Google Adwords are guilty of making this mistake.
They do their research, set up their ads, and make them live.
The ads are generating clicks, but the clicks aren’t materialising into leads, and most of the time the reason for this is that people are sending these clicks directly to their website.
This is bad practice for a couple of reasons:
- Your website probably has multiple call to actions (or maybe even none!)
- Your website has mixed messages about the different services/niches you provide
So what’s the alternative?
In order to turn your clicks into leads, you want to send them to a specific landing page that has one purpose – to capture their contact information.
Let’s look at 2 examples:
You have a generalist accountancy practice but have a few client niches that you enjoy working with e.g. Dental practices, Doctors, Digital agencies… whatever it might be. You decide that you would like more Dental clients because you enjoy the work and financially it’s rewarding.
You set up your Google Adwords campaign and from your research, you create ads using keywords that Dental practices are searching for e.g. “accountants that specialise in Dentists in Liverpool”. Your ads are set to send people straight to your website homepage that has no mention of Dentists on, or any of the challenges they might face. People are clicking on the ads but you aren’t getting any new leads.
You set up your Google Adwords campaign and from your research, you create ads using keywords that Dental practices are searching for e.g. “accountants that specialise in Dentists in Liverpool”. This time, your ads are sending people to a specific landing page where they opt-in for a specific piece of content e.g. “5 Ways To Instantly Improve The Profitability Of Your Dental Practice”. People are clicking on the ads, and you receive a consistent stream of new Dental leads into your accountancy practice.
If your practice wants to focus on multiple niches, you’ll want to create a landing page and piece of content relevant for each of them and their specific needs and pains.
4. Test & Review
Google Adwords isn’t a ‘set and forget’ process.
If you truly want to maximise your results and get the best ROI, then you need to continually test different things, review the data, and then make amendments to the ads to try and improve their performance.
A couple of things you can test are:
- Different keywords
- Different niches (that your practice wants to focus on)
- Different advert copy
- Different landing page headlines
- Different pieces of content
By doing this, you’ll highlight what specific keywords/ads etc. perform well, and which ones don’t. That way, you can throw more money at the ones that perform well, and spend less on ads that don’t give you the best ROI.
Find An Expert To Help You
As a Partner in practice, messing around with Google Adwords is probably not the most profitable use of your time.
If you have a marketing team, ask them to go through this article and to research setting up Google Adwords for your practice. (If you don’t have a marketing team, read this article on how to set up a marketing dream team on a budget).
Alternatively, look at outsourcing this to an agency that specialises in Google Adwords campaigns (even better if you can find one that has a good track record of working with accountancy practices).
Do your research, evaluate the options, avoid the landmines and strike gold!