WHAT IS OBJECTION?

• A request for more information.

• An excuse.

• A buying signal.

• A counter tactic to encounter a push.

MOST COMMON OBJECTIONS.

1. Google AdWords is too expensive

2. How can you assure that the ROI is good?

3. Am I competitive with a small budget?

4. No more marketing budget

5. My product / service is very niche

6. Isn’t the market too saturated?

7. I’m already in the Organic Listings

MOST COMMON OBJECTIONS.

8. Had bad experience earlier

9. Doing it myself, no need to outsource

10.My business is Word of Mouth

11.My business is seasonal, bad time now

12.I want to have the top position

13. I don’t want to pay for irrelevant click

14.I / My customers don’t click on ads

1. GOOGLE ADWORDS IS TOO EXPENSIVE

Only 30% of SME’s have an advertising budget. Two-thirds (67%) of SME’s that do not advertise believe that advertising is ‘too expensive’. Additionally, 66% believe it is ‘financially risky’.

DO YOU KNOW?• Through AdWords you can reach

more potential customers who are already searching or interested in your service.

• You can effectively control the spend and also track the returns. If your ROI is positive, then you still have to continue for even greater returns.

2. HOW CAN YOU ASSURE THAT THE ROI IS GOOD?

• Percentage of people who purchase goods and services online is increasing drastically.

• It depends on your business lifetime value per customers.

Example 1: A locksmith who charges $70 to unlock a

car, has an expense of driving to the location and tools might not benefit that much from a conversion from PPC that costs $30

For a small business AdWords can be a hugely successful method of driving traffic, marketing your product and ultimately getting increased sales.

Example 2:A hand plumber that does a drain job for $250 with $200 profit in it, will benefit from a conversion that costs $50.

Considering CPC to be $5 and conversion rate of 10%.

3. AM I COMPETITIVE WITH A SMALL BUDGET?

• In AdWords you don’t have to hunt customers to grow your business rather customers reach you, because AdWords is a perfect platform where in you can be visible at the right time right people right place on right device & you only pay when some one clicks on your ad.

• Hence, even for a small business audience can be highly potential customers

EXAMPLE:

• Spending an additional £1 on advertising would benefit an SME nearly eight times as much relative to its size as an equivalent £1 spent by a larger business.

4. NO MORE MARKETING BUDGET

• Today’s in the world of internet and smart phones it’s not very wise to rely on offline marketing.

• Through online marketing you can reach to the mass audience & engage to them in real time, make them your brand advocate in shorter time compared to offline.

Do you know?

• People are spending more of their time consuming digital media than any other format.• This is contrary to

advertising investments which are still more offline focused

5. MY PRODUCT / SERVICE IS VERY NICHE

• People often start their journey online when looking to source items. One of the easiest way to locate new items is to pay attention to your local community to various events and see if they are already selling online.

• You can do that by creating one or by affiliating program with some one else and you do it on their behalf.

6. ISN’T THE MARKET TOO SATURATED?

• Saturation is not limited to creating new similar business.

• Few companies purposely create large groups so that they can chop them up into smaller units, then aggressive promote them individually at the same time.

• To find a unique market for your product you need to learn from the existing market so there is no saturation in online marketing.

7. I’M ALREADY IN THE ORGANIC LISTINGS

• I am already listed in the organic search results, so i don’t see any need to invest money in paid search.

• Doing paid search would help in getting incremental clicks. Gets more visibility, creates a brand value.. Increases the trust factor.

Do you know?

• Sponsored links can generate significant incremental traffic.

• Sponsored links on google can generate 89% of incremental visits to an advertiser's site. 81% of ad clicks are incremental when organic search results are in 2nd to 4th position for an organic position of 5 or lower, 96% of ad clicks are incremental.

8. I HAD A BAD EXPERIENCE EARLIER

• AdWords is a profit driven marketing. If you don’t make more than what you spent , it’s a loss

• You need to correctly track/estimate your profit. 1.  Are all your online sales properly tracked?2. Do you get calls from AdWords visitors? How do you attribute those. (Do you use google forwarding number)AdWords will only work if your business offers a compelling value for customers. (Best price, best quality, best service, all of those, etc.), And articulates it in the correct way. 

If you're bidding based on a single sale, and your competitors are bidding based on some portion of lifetime value, that's a problem.

If you've addressed those and you're losing money on AdWords I'd say this:(1.)Your campaign is not being run well. Get a professional google partner company (Eg: Adonai Advertising) to do it and &

(2.)Your value propositions are not compelling enough relative to your competitors. 

9. DOING IT MYSELF, NO NEED TO OUTSOURCE

• It is advisable to outsource the work you are not specialized in. You can also look at it in terms of time. Eg: your time may be worth $20 an hour. If you can employ someone to do something for $10 an hour while you focus on a $20 an hour task, you still make $10 per hour.

• If you still want to do it yourself , get well trained before you experiment.

10. MY BUSINESS IS WORD OF MOUTH

• Are your customers searching for you over the internet? If yes, you must be available for them to locate you. It would help you reach more people and get more leads.

• Online presence is very important in present day world, since everyone is using internet to look for things they need.

11. MY BUSINESS IS SEASONAL, BAD TIME NOW

• You can take advantage of seasonal businesses through AdWords.

• Generally, during un-season you can sell the products by promoting them or else giving offers.

• The competitors to your business may not actively participate during un-season. So using ad scheduling, remarketing and many other AdWords features you can still get leads with less investment .

12. I WANT TO HAVE THE TOP POSITION

• Google gives top position to your ad considering the quality score and max .CPC and also the impact of ad extensions.

• The quality score depends on three parameters 1. CTR(click through rate),2.Ad copy relevance,3. Landing page quality.

• Google rewards the advertisers with good quality score by charging them less but still giving the same position

13. I DON’T WANT TO PAY FOR IRRELEVANT CLICKS

You can weed out search terms that lead to irrelevant clicks by considering few parameters :

• Adding them to negative keywords list.

• Reducing broad match keywords.

• Narrower context targeting(location, time of search , device).

• Mobile optimization

• Smarter bid management

• Turn conversion tracking on.

14. I / MY CUSTOMERS DON’T CLICK ON ADS

The reasons are:

• Low ad position or else ad is not attractive.

• Select the keywords which you want to target. Think from user point of view. What he might type if he is looking for your product.

• Write an ad which includes the keywords in it, which will improve the click through rate.

• Have a user friendly landing page. There should be relevance between keyword>ads> landing page

• Add non-relevant terms as negatives.