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7 Tips Guaranteed To Improve Your Marketing Effectiveness

Marketing is changing very rapidly these days, led predominantly by the internet. However the basic principals of marketing still hold good.
You still have to deliver:

  • The right message
  • To the right people
  • At the right time

Too often, marketers and small business owners overlook the basic techniques that have created successful campaigns since time immemorial.

The following tips are not new. I enclose them simply as a reminder of the basic principals of marketing which convert prospects into customers.

  1. Know Your Audience.
    Only when you really know your audience can you fully understand their needs. Once you know their needs you will know how to fulfil those needs. Knowing and understanding your audience through proper market segmentation will lead to a well targeted campaign that generates a profitable return.
    Ask yourself how well do you really know your customers.
  2. Focus On The Offer.
    Your success is dependent on your offer. Make sure that what you are offering fulfils a customer need and that it is packaged and presented in the most attractive way that makes it easy for customers to buy. Clever marketing can cover up weak and unappealing offers for a short period but for long term success your offer must hit the spot.
  3. Split Test.
    Never ever run a campaign without testing it. Split testing allows you to simultaneously test two versions of a campaign. You can test a headline, a landing page, a post card, or an email. Split testing allows you to evaluate the success of two different approaches on a small scale before rolling out the most successful version.
  4. Don’t Sell On Price.
    So many businesses fail because they sell on price alone. Wafer thin margins demand huge volumes and leave no money over for contingencies. Ultimately selling on price alone can lead to price wars, lower profitability, and often bankruptcy. Instead of focusing on price, you’d be better off focusing on creating so much value that the price becomes unimportant. Remember most people don’t buy on price, they buy on value.
  5. Consistent Messaging.
    It is vital that the customer receives the same messages throughout the entire customer experience.  Whether that be advertising, email marketing, social media or a website you must ensure that all the messages are consistent and tell the same story. Inconsistent messaging will lead to customer confusion which will inexorably lead to missed sales.
  6. Create Value After The Sale.
    Once a customer has bought from you, you must focus on strengthening the relationship to ensure further sales. Existing customers are your best source of additional business. Have follow up products ready to sell to them. Keep in regular touch via email, the telephone, newsletters etc informing them of new products and services, special offers and additional relevant products. The key is to stay top of mind and demonstrate how important your customers are to you.
  7. Utilise Multiple Marketing Channels
    To rely on only one or two marketing channels is very dangerous. What happens if your primary source of generating business suddenly dries up? It is recommended that you use a minimum of five different marketing channels at any one time. You should also ensure that all your marketing, both on line and off line, support and reinforce each other.

As I said at the outset, none of these tips are new or ground breaking but they are tried and tested over decades and if applied consistently will ensure the success of your marketing.

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10 Tips For Writing Sales Letters That Sell

How often have you received boring, badly written direct marketing letters or emails?

Pretty often I expect would be your answer.

This is nothing short of criminal.
The sender has invested the time and money in the copy writing and getting the letter or email to you. You’ve opened the communication and have at least started to read it. You are a prospect ready to be sold to. But the copy writing is not good enough to motivate you to read through to the end and certainly not good enough to compel you to take action.

So what are the mistakes that companies commonly make?

  1. No Headline Or A Boring Headline
    The headline has got to grab the reader’s attention and interest them enough to persuade them to read on into the body copy
  2. Confusing Offers
    People are often tempted to put multiple special offers into one communication. This can end up just confusing the reader. It is better to focus on one promotional offer and support that with the other benefits associated with dealing with your company.
  3. No Sub Heads
    As well as being packed with value, your communication must be easy on the eye. Large blocks of text are visually intimidating. Keep your paragraphs short and break up your letter with sub headings and spaces.
  4. Too Many Typefaces
    In an attempt to make the letter look interesting, people will often use lots of different type faces. This just makes the letter difficult to read and visually confusing. Two different type faces is plenty.
  5. Exaggerated Claims and Over Exuberant Copy
    Of course you have to sell your product and do it with enthusiasm but if you make exaggerated claims for your product, you risk losing credibility. Likewise if your copy goes over the top, your readers will turn off. Too many “spectaculars”, “fantastics” and “amazings” will alienate your audience.
  6. Slick, Corporate Feel
    While your communication must be professional, you must avoid it becoming too slick and having the feel of a large corporate communication. Readers respond to communications that feel genuine and personal.
  7. No PS
    After the headline, the PS is the most read part of a letter. The PS is a perfect opportunity to briefly repeat the promotional offer and the timescale involved.
  8. No Guarantee or Testimonials
    If you are hoping to generate sales from your communication, you need to remove any risk the reader might perceive, so offer him a guarantee of some sort. Additionally you need to include some social proof of the quality of your product. Testimonials from happy customers will help to achieve this.
  9. No Call To Action
    What do you want your reader to do? Do you want them to place an order there and then. Do you want them to pick up the phone or to visit your web site. Whatever action you want them to take, tell them to do it and give them all the contact information they need to do it.
  10. Teaser Copy On The Envelope
    Printed text on the envelope marks the communication out as direct mail. Plain envelopes are much more likely to be opened. If you can hand write the address this will also significantly increase the chances of your letter being opened
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How To Convert More Prospects Into Customers

Have you ever wondered why a prospect who you thought was just about to buy from you, ends up not doing so?

One common reason is that he perceives there to be some kind of risk involved.

  • Will he get the results from the purchase that he expects?
  • Is he paying too much for it?
  • Perhaps it might not be quite the right product for him.

There are any number of possible reasons. Your job is to find a way to remove any risk from the buyer so that there is no reason for him not to buy.

So how are you going to do that?

There are two classic ways to put your customer’s mind at rest.

1. Money Back Guarantee

If you offer a money back guarantee, you are demonstrating your total confidence in your product. From the customer’s point of view all the risk is removed. If for whatever reason they’re not totally happy with the product, they can get their money back. Suddenly the number one stumbling block has been removed.

The technique is often used when selling self help materials on line. How many times have you read about a product which you’re assured will deliver terrific business benefits. If you’re undecided what to do, the offer of a full refund if you’re not satisfied makes it the offer so much more compelling.

Many business owners worry that customers may try to rip them off. The fact is that one or two might but most people are fundamentally honest. So if you have to refund one or two unscrupulous customers, that may just be the price you pay for the scores of new customers you’ve generated.

2. Free Trial

We’re all familiar with the free trial concept. The customer can trial the product in their home or office for 30 days. If for some reason they’re not totally happy they can send it back and get a 100% refund. Immediately you have overcome so many of the standard objections.

The Hi Fi company Bose often offer a 30 trial on their music systems. This is perfect as different locations often have different acoustics. What sounds great in one location may not sound so good elsewhere. Not surprisingly this can lead customers to feel nervous about buying a system. The home trial gives them the opportunity to “road test” the system, with no obligation, so that they know definitively whether it is the right product for them.

The other great thing about this way of removing the risk is that inertia often steps in. Once customers have something on trial at home, they often forget about their initial reservations and are perfectly satisfied with their purchase.

So once you’ve decided which route is appropriate for you to offer to your customers, you now want to maximise its impact. To do this you should use it on all your marketing materials:

  • Highlight it on your web site
  • Feature it in any direct mail or email marketing you send out
  • Include it in any printed marketing materials
  • Mention it in any networking or presentations you do

The cost to you is likely to be minimal but the impact on your sales can be phenomenal

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Testimonials – Your Secret Sales Force

Testimonials are like gold dust in business but very few of us use them to their full potential.

Why Are Testimonials So Powerful?
The reason testimonials are so powerful is simple.
Potential customers expect us to blow our own trumpets, to big up our own products. Unfortunately this means our words don’t carry the weight and aren’t as persuasive as they should be.
However when a third party says something is good, now that is worth listening to. Nothing will influence me more than when someone else gives me a recommendation.

How Do You Maximise The Value Of Testimonials?
The best testimonials give a detailed and specific description of how the person has benefited from what you have to offer.
For example say an accountant receives the following testimonial:

“Alan is a great accountant. I highly recommend him”

This is not a particularly effective testimonial. It doesn’t say what Alan is so good at or what benefits he has delivered. The following would be much more effective:

“Alan is a great accountant. He makes dealing with the accounts really simple and always gives me great advice. Just one tip he gave me saved me £4700 pounds. Above all he has become a trusted advisor. I can’t recommend him highly enough.”

One of the biggest obstacles to growing your business is convincing people that you can really deliver on your promises. A testimonial does it for you. So when customers tell you they’re pleased with you, don’t be shy. Ask if they would be willing to share their experience with others. Most will be glad to help.

Making It Happen
Although most happy customers agree to giving you a testimonial, sometimes you will find that they just don’t get round to doing it. This can be very frustrating. One solution is to offer to draft something for the customer. If you agree roughly what they want to say about you, you can then write something. You must of course be sure that they approve it before you use it.

How Do I Know The Testimonial Is Genuine?
The fact is that anyone could make up testimonials. So your task is to make sure they appear genuine. When a testimonial is credited to “Mrs R from Brighton” this does not instil confidence. You must give as much detail as possible about the person giving the testimonial.
In a B to B situation you should give the name, job title and company name at the least ie “Mike Jennings, Director, Business Development Advisors”. This immediately seems more likely to be a genuine testimonial. The last point that can clinch the deal is if you can include a photograph. These may be very difficult to get hold of but they certainly give the testimonial credibility.

Where Should You Use Testimonials?
The simple answer to this is everywhere you can.
Your web site is the obvious starting point. As well as having a page dedicated to testimonials, I believe you should have a few on the home page. Home pages generally receive the most traffic. Testimonials are great for generating credibility and confidence so it makes sense to place them where the most people will see them.
You should also use them in marketing collateral, sales letters, emails – in fact anywhere you are using selling messages.

What Form Should Testimonials Take?
Testimonials normally appear as printed words. However a really powerful way to use testimonials is via video. If you can persuade some of your best customers to be filmed singing your praises and these videos are then placed on your web site, this is the ultimate in testimonials and is immensely persuasive.

So the lesson from this is that you should collect as many testimonials from happy customers as you can. You can’t have too many. Visitors to your web site may not read them all but they will note that you have large numbers of satisfied customers. So collect as many testimonials as you can and use them in all your marketing communications

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We all know the expression “Unique Selling Point” or USP and how important it is that our business is differentiated from our competitors.

Personally I believe that while being unique is the ultimate objective, with so much competition, being genuinely unique is incredibly difficult. So I focus on developing propositions which give my customers “stand out” – points that make them stand out head and shoulders above the crowd and make them the obvious choice for customers.

There are many ways to give your business stand out. Below I’ve listed 10 of the most popular ways.

1. Low Price

Guaranteeing the lowest price is a common way to provide stand out.
Primark have built their business on their low prices.
However, cutting margins is a dangerous strategy. Larger players, with their larger buying power could undercut you and potentially force you out of the market. So think twice before focusing on price.

2. High Quality

Outstanding quality is an excellent way to give your business stand out. While the low price positioning relies on large volumes, high quality normally works on a high margin, low volume model
Almost all designer brands work on this model.

3. Superior Service

Excellent service adds value and develops long-term customer loyalty and sets your business apart. What we’re talking about here is going above and beyond what customers expect so that you delight and amaze them.
However it is very difficult to quantify service as everyone claims to provide fantastic service but we all know that only very few actually do so.

4. The Largest Range

Providing the largest product range can provide stand out. A classic example of this is Amazon. For years Amazon could claim the genuine USP of being  “Earth’s Biggest Bookstore”
Of course several competitors have caught up with Amazon, but they manage to stay ahead because right from the start they clearly differentiated themselves as being the biggest.

5. Convenience

We all like things to be as simple and easy as possible. By removing as many obstacles to ordering or using your product as possible you are focusing your business squarely on your customers’ needs which is absolutely as it should be..

6. Knowledgeable and Authoritative

By positioning your business as the most authoritative and expert in your field, you can powerfully differentiate your business from your competitors.
This approach has most relevance for professionals and other skill-based organisations.

7. Customisation and Personalisation

If you can personalise your product to your customer’s individual requirements, that can become very attractive in our mass market world. Again this is a very customer focused way to give your business stand out.

8. Speed

Speed of service has become a major differentiator in our modern fast paced society.  We’ve all become so impatient and demand instant gratification.
Domino’s Pizza became famous, when they cut delivery times from 1 hour to 30 minutes. At that time this provided a genuinely game changing USP.

9. New and Unique

Sometimes your product is so new and unique that the product itself is the USP. While other companies may rapidly copy the product, the originator still retains the USP of being the first mover in the market. Just think of the competitive advantage that Apple have gained through their incredible creativity.

10.  Guarantees

Guarantees are a great way to differentiate your company. A few years ago, a client of mine, a servicing garage, offered a money back guarantee if their customers weren’t happy with their car’s service. This differentiated them massively from their competitors and led to a huge increase in business.

So how are you going to differentiate your business and give it the stand out it needs to be successful?

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What’s The Fastest Way To Grow Your Sales?

Do you know what the fastest and easiest way to grow your sales is?

The answer is by upselling and cross selling your products to your existing customers.

We all know the expressions upselling and cross selling, but what is actually involved?

Upselling is where a salesperson sells a customer a more expensive item than he was initially planning. The most commonly quoted example of this is our old friend McDonalds, when instead of an ordinary sized drink or portion of fries you’re sold a large one.

Cross Selling
Cross selling is when a customer is offered an additional product which is related to the original product being bought. In the McDonalds example that is when you order just a burger and you’re offered fries as well.

Sometimes the distinction between a cross sell and an upsell becomes quite blurred. When you’re offered an extended warranty with your new TV is that an upsell or a cross sell. To be honest it doesn’t matter which it is. What is important is that you’ve made an extra sale and provided excellent service to your customer.

Sales people sometimes worry that customers will be irritated by upselling and cross selling attempts. Customer response will depend on how well the upsell or cross sell is done. If the customer is offered a better value larger product or a useful adjunct to the original purchase then they will welcome the effort. Conversely if the extra sale isn’t relevant or the approach is too high pressure then the sales person needs to look at their sales skills and techniques.

How Can You Improve Your Upselling And Cross Selling Opportunities?

Let the sale flow naturally – Many cross selling opportunities arise naturally. If you’ve just sold a bike, then pumps, lights, helmets etc are natural partners. Just mentioning the other products may be enough.

Stay relevant – your cross sales attempts have to be relevant. If you start offering unrelated items you will probably just annoy your customer.

Provide recommendations – recommendations of items that will complement the original purchase from experts or other customers is a good way to upsell and cross sell. The chef’s recommendations in a restaurant are always for premium priced dishes. When you buy a book on Amazon, the site automatically provides a list of additional books other customers have bought.

Train your staff – provide your sales staff with lists of upsell and cross sell products which complement your biggest selling products. It is important in these situations that you’re not just obviously flogging more stuff to your customers but that you are genuinely providing them with superior levels of service which provide a better solution to their problems.

Gap analysis – this is a technique I use with clients who provide services. On a spread sheet you list all your products on one axis and all your clients on the other axis. You then mark which products each customer currently buys. This highlights the products they don’t buy and with your knowledge of their business you can identify which products they could or should be buying from you. Your sales pitch now focuses on the benefits these products can deliver to them.

Bundle items – bundling a number of products together and offering them at a beneficial  price is an excellent way to  increase your transaction value and upsell and cross sell at the same time.

But remember for your upselling and cross selling efforts to be successful you must be focused on your customers’ needs and offering them a better deal. If your customers perceive it to be a ruse to simply get them to spend more money, you are unlikely to be successful and may end up damaging your reputation.

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21 Questions To Help Your Marketing

There are lots of relatively simple things you can do to help your marketing activities.

Below are 21 questions, the answers to which will help your marketing efforts – and will identify areas where you can take action that will produce rapid results.

You should be aware that every question you answer ‘no’ to probably represents an opportunity for you.

Hopefully the process will enthuse you and motivate you to make marketing a top priority.

21 Questions About Your Marketing

1. Can you identify something significant that differentiates your business from the competition?

2. Do you communicate the benefits of your product or service in all of your promotional literature, websites, letters etc or do you list the features?

3. Have you tested Telemarketing to attract new customers?

4. Have you tested Direct Mail to attract new customers?

5. Have you tested email marketing to attract new customers?

6. Have you tested pay per click advertising to attract new customers?

7. Are your ads powerful direct response ads that compel the reader to contact you?

8. Do you send regular email communications to your customers and prospective customers?

9. Do you have an effective lead generation process in place?

10. Do you have on going communication with qualified leads consisting of phone calls, letters and emails?

11. Do you obtain and use testimonials from your best customers?

12. Do you have a referral marketing system in place?

13. Do you offer something of value to your website visitors in exchange for their contact details?

14. Do you personalise your email newsletters?

15. Do you know important marketing information about your clients  –  such as their birthdays!

16. Are you aware that the best way to sell is to ask questions?

17. Do you really look after your current customers?

18. Do you know why it’s important to include a ‘PS’ at the end of your sales letters?

19. Do you communicate regularly with your current customers to ensure that they are aware of everything you sell?

20. Do you use more than 1 or 2 ways of marketing to promote your business? Do you know why you should be using between 6 and 10?

21. Did you know that if you follow up a mailshot with a phone call you can increase response rates by 100 – 300%?

So how did you do?

What I suggest is that you list those questions you answered No to and then identify 1 or 2 that you’re going to take action on now.

When you’ve addressed these first ones, select another couple and get to work on those.

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How To Dramatically Improve Your Marketing Effectiveness

Is your marketing as effective as it should be?

Are you generating enough enquiries and leads every month?

If the answer to these questions is yes, then you’re obviously good at marketing. If however the answer is no, the question is why not?
Ask yourself whether your basic customer proposition is as attractive and powerful as it should be.

  • Do you make it easy for customers to buy from you?
  • Do customers fully understand the benefits you will bring to them?
  • Is it clear to prospective customers why they should purchase from you instead of your competitors?

Before a company can market itself effectively it must have the fundamental building blocks of its customer  proposition in place in order to present its most compelling face to its prospects.

To ensure you have these building blocks in place you will need to consider the following:

Business Description
Can you sum up your business in a few simple words? This brief but comprehensive description of your business should be used on your web site, on your marketing collateral and even used as your elevator speech.

Corporate Strap Line
This will probably be similar to your business description but probably a bit catchier and will probably be used in conjunction with your logo on all your collateral and stationery.

What Business Are You Really In?
Here you must look at your business but from your customers point of view, making sure that the benefits you deliver are included ie an accountant may prepare annual accounts but what they really do is provide financial expertise and guidance to make sure their clients thrive.

What  Do Clients Really Want?
If you identify what clients really want then you can make sure that you provide it. So with accountants what customers really want may be to have all their financial matters sorted out for them, financial information available to allow them to make decisions and to save the maximum amount of tax.

How Can You  Add Value To Your Offering?
How can you add the “wow factor” to your service. I remember the first time a servicing garage washed my car for me. It knocked my socks off and I decided I would definitely go back there again. What can you do to knock your customers’ socks off?

Niche Audiences.
One of the greatest mistake a business can make is to market itself to everyone. Unless you’re Coca Cola no one can be relevant to everyone.  For someone to decide to do business with your company, your service has to be relevant to them.
You need to identify a few niche audiences to whom your service and your marketing can be tailored to be totally relevant.

Corporate Positioning
How do you want to position your company to suit the niches ie top end, middle market etc and how will that positioning manifest itself?

USP/Stand Out
This is possibly the single most important part of your customer proposition.  What is there about your business which makes it stand out from your competitors and therefore makes you the obvious choice? If you really can’t find anything in your current proposition which gives you that stand out, then you should consider creating something new especially to differentiate yourselves.

Removing The Barriers To Purchasing
When a customer is considering making a new purchase there is often a question mark in their mind. What if the item or service doesn’t  deliver exactly what they are hoping for. You need to find some way to take away the risk so the buying decision is easy. One classic way of doing this are to offer a guarantee of some sort –a  money back guarantee or maybe a 30 day home trial. If there is no risk to the purchaser then it becomes easy to make the decision to buy.

To help you devise your new, super charged customer proposition, Business Development Advisors run bespoke Marketing Fundamentals workshops.
The workshops are run in your offices and involve as many of your staff as you want. The workshop is  followed up by an action planning session, to ensure that your irresistible, new marketing messages reach your newly identified prospects in a way that ensures masses of new business for you.

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Do You Dare To Be Different?

For your business to be successful in today’s market, you have to be different to the great mass of your competitors.

  • Different in what you offer
  • Different in how you position yourself
  • Different in your thinking
  • Different in the way you market your business

Most businesses operate within a straight jacket. They believe they need to market themselves in the same way that everyone else in their profession markets themselves. So all the plumbers advertise in the yellow pages, all the hairdressers advertise in the local paper, all the double glazing companies use direct marketing.

Increase the Ways You Market Your Business

If you are similar to most businesses, you probably use just one or two primary ways to market and grow your business. Perhaps it’s advertising. Perhaps it’s referrals, or direct mail. The fact is that using only one or two marketing approaches is seriously limiting the amount of business you generate.

What would happen if over the next few months you doubled that to say four primary ways of marketing? Then, over the next few months you were to double it again, so that you were using up to 8 different marketing channels?

I’ll tell you what would happen. You’ll see remarkable growth in your business. You could potentially grow by 25% or perhaps even more.

Those business owners who decide to make marketing their top priority are the ones who dramatically outperform their competitors.

Your marketing channels don’t need to be complicated or even expensive. There are lots of ways that you can get your messages in front of prospective customers simply and cheaply.

Have a look at this list of ten marketing channels. If you’re serious about growing your business, pick at least two that you’re either not doing and make a commitment  to add  them to your marketing mix in the coming months.

  • Direct Mail
  • Internet Marketing
  • Email Marketing
  • Advertising
  • Telephone Marketing
  • Direct Sales
  • Strategic Alliances
  • Up-selling existing customers/clients
  • Referral Marketing
  • PR

Why Should You Use A Multi Channel Approach?

There are a number of reasons:

  1. Different people like to receive their information in different ways. Some might like to get emails, others to receive letters while someone else might like to read information from a newspaper.
    The thing is you don’t know who likes what.
  2. If you’re only using one channel and it stops working for you, it could leave you with no route for generating new business, which could have disastrous consequences for you.
  3. The different channels should work synergistically together so each channel backs up and reinforces the others, so the whole becomes greater than the sum of the parts.

So take a look at your marketing and the channels you use currently and then identify what other routes you could be using. The last piece of the jigsaw will then be to commit to action

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The World’s Most Powerful Business Generating Tool

So what is the world’s most powerful business generating tool?

The answer is pay per click advertising.

The real beauty of pay per click(PPC) is that it can dramatically improve your business’s performance in a remarkably short period of time.

What Is PPC?

PPC is simply a way to put an advertisement  for your website at, or near the top of the search engine listings.
Whatever your business – whether you’re a landscape gardener or a party caterer you can be at the top of the search engine results for anyone searching for your services within an hour!
But the great thing is you only pay when somebody clicks on your ad. Hence the name ‘pay per click.’
How much you pay for each click depends on how much competition there is for the search terms  that you want to use and how high up on the search engine you want to be. Either way, you choose how much you pay – and you can also specify a maximum daily budget.

The fact is that PPC is the most effective direct marketing tool in the world.


Because there is simply no easier and faster way to reach qualified potential customers.  They search you out and you only pay when they click on your ad and visit your web site. Can you imagine if you only paid a newspaper when someone actually read your ad?

Google Adwords

Google dominates the world of PPC.
Setting up an account is really simple. There is no minimum spend and best of all, your campaign can be up and running within minutes. In one hour from now, you could be sending a steady stream of qualified visitors to your website.

How Does It Work?

1.    You write your ad. It needs a catchy headline and a few words of compelling copy to get people to click on your ad.

2.    You select the keywords that you are going to bid on. These should be the words people will use to search for your services.

3.    Next, you need to decide how much you are willing to pay for each click. The more you  pay, the higher your ad will be placed.

A word of warning at this stage. You can spend loads of money and get little result. This could be down to selecting the wrong keywords or your web site not persuading visitors to buy. It is very important therefore that you monitor your results very closely and take rapid action if you’re not getting the results you want.

So now you’re up and running, here are a couple of tips to make sure Google works profitably for you.

Your Position On The Page

Adwords ads appear across the top of the page and down the right hand side. The closer you are to the top, the more clicks you will get..

Many people think that the only way to appear high on the page is to pay more per click. But this is only half the story.
The other 50% is determined by the number of people who click on your ad. This is known as your click through rate or CTR. Ads that get clicked on more often get a better position. And of course, that means they get clicked on even more often, and you end up in a virtuous circle.

What Determines The Number Of Clicks Your Ad Receives?

The answer’s simple. Apart from your position on the page, it’s the quality of your ad. In other words, people who write better ads get more people clicking on those ads and end up paying a lot less.

Test Your Ads Against Each Other

Our second tip is that Google lets you run two different ads at the same time for any of your keywords. This lets you test two different ads at the same time. You’ll find that one will almost certainly outperform the other.
Once it becomes clear which of your two ads is performing best, delete the underperforming one. Then write a new ad to try to outperform the better ad. Keep doing this and over time your click through rates will go up and up. You will soar above your competition, safe in the knowledge that not only are you getting more clicks, but you are paying less than them for each click to your website.