Improve your CRM and get the most bang for your buck
Mark Twain once wrote; “If I had more time I would write a shorter letter.” Truly, being able to express complex ideas with an economy of words is the mark of a really great writer. While Google Adwords is a great resource for any Customer Relationship Management (CRM) marketing team, the brevity of each line makes it very difficult to present your case to clients in a concise, intelligent manner.
Adwords allows you to customize all aspects of your CRM advertising campaign as it appears only when users initiate a search using one of your keywords. This makes Google Adwords a tremendously effective arrow in any CRM quiver. While Google Adwords is a really effective CRM tool, the ads allow limited space with only 25 characters for the headline and 35 characters each for the next two lines. This takes some careful wordsmithing to get the effect you want with the keywords you need to include. Here are some vital tips to ensuring that you get the most bang for your Google Adwords buck.
What exactly is Google Adwords?
Adwords is Google’s online advertising program. With AdWords, you can choose where your ad appears, set a budget that’s comfortable for you (there’s no minimum spending commitment), and easily measure the impact of your ad. When you use AdWords, you can set a budget that suits you (you only pay when someone actually clicks on your ad) and measure your ad’s efficacy in improving your CRM.
Call to action
To optimize your CRM, each ad must contain a call to action that lets the user know what they should do next. These calls to action will tell the user what to do and what to expect. Some examples include:
- Watch our video here
- Sign up today
- Print a coupon
- Get more information
- Sign up for a free trial
- Request a free quote
Keywords are king
The keywords that appear in your ad must be those most likely to be utilized during a Google search for your goods or services. To improve your CRM, use as many keywords as you can in the body of your ad. The keywords in the text appear in bold and this improves your relevance to users, which in turn improves your CRM.
When faced with a page of search results, you are more likely to click on the result which has the most keywords from your search (which Google has conveniently made bold). The CRM keywords should trump creativity or witty wording, even though this may seem counterintuitive. Focus on relevance and keywords and leave the clever advertising for your landing page.
Be specific and avoid generic ads such as ‘women’s shoes’. Instead, use keywords such as ‘Women’s Tennis Shoes’ to appeal to your audience. Generic adverts dilute relevance and are unlikely to attract attention.
Stand out from the crowd
Internet users are accustomed to being constantly bombarded by advertising. You need to present an argument at sets you apart from the competition. When your customers initiate a search, there must be something that you offer that grabs their attention and tells them how they will benefit by choosing your company. Here are some examples of companies that have successfully set themselves apart from competitors and have an excellent CRM record:
- Olay: “You get younger-looking skin”
- Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
- FedEx: “When your package absolutely, positively has to get there overnight”
Practice makes perfect
One of the greatest advantages of an Adwords campaign is your ability to test its relevance and tweak your CRM campaign to maximize your return on investment. Here are a few ways to tweak your ad to optimize your CRM:
Headlines: Create a couple of different headlines to see which ones bring you not only the highest Click Through Rate (CTR), but the highest conversion rate. Effective CRM requires your clients to commit to buying.
Change your benefits: Each advert must offer clients some benefit, so play around with these. These benefits could be things you offer that your competitors don’t, coupons and discounts or a competition.
Run each of these changes by themselves for a couple of weeks each to ascertain what CRM strategy works best. When you change more than one aspect of an ad, you won’t know exactly what works and what doesn’t. You can run more than one ad at a time so that you are testing a number of different CRM strategies at the same time.
The art of writing Adwords campaigns is one which requires practice and patience. Your CRM can really benefit from an effective advert and you will find it well worth the effort. The ability to test the impact of your campaigns means you can fiddle and tweak each letter and each punctuation mark to ensure that you have an ad that is not only effective in attracting attention, but also provides you with a high conversion rate.