Wednesday, April 17, 2013

Turning Clicks Into Customers
Having had experience as both a business owner using Google Adwords and as an account manager of it, I have seen both sides of how it can work or not work for my customers. I owned an office automation company where we serviced and sold printers, copiers, faxes and supplies. We depended heavily on our Adwords campaigns. With offices in Los Angeles and Miami, our call center was in Fort Lauderdale and we found out very quickly how important it was to man the phones. Most of the calls that came in were customers who were down and needed quick response times, and our ads boasted "Same Day Service" so it was imperative for us to answer the calls quickly and transmit them to our techs in the field. Adwords could always bring us the leads, but it was up to us to turn those leads into customers.
I have clients today that complain about low conversion rates and I know from firsthand experience that it is hard work to turn that click into a real live customer. There are a lot of variables involved in the process things like: 

How expensive is the proposition?  It’s a lot easier to sell a $2.99 car air freshener than it is to sell a $4,000.00 plastic surgery procedure. 

How are you converting those leads? 

How is the potential customer contacting you? By email, phone call, or is the customer filling out a contact form on your website? However the contact happens, it is very important to follow up in a timely manner. 

These are all things to be considered when setting up your website and ad campaigns.  Make it as easy as possible for the customer! In most cases, the searchers are doing research about a certain product or procedure and they are not just looking at you they are also looking at your competitors.  Once they contact you, quick response and good customer service can go a long way to turning that click into a new customer.

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