Why Your AdWords Competitors Are Making More Money Than You

frog
Don’t go green with envy over the success of your competitors’ Adwords campaigns. Photo via Kaboompics.

I know, that’s a pretty harsh headline. But it’s true.

Some of your AdWords competitors are making more money than you.

Whether you’re trying to generate leads, get new SaaS users or make ecommerce sales, there’s an AdWords competitor out there who’s able to spend more than you to acquire new business while also making more money at the same time.

But here’s the good news: You can get much more from your modestly sized budget if you’re willing to look at things a little differently.

Let’s take a look at the four biggest things you need to change:

  1. You complain about lead quality, but haven’t adapted your offerings
  2. You’re obsessed with your conversion rates, but not your sales rates
  3. You’re getting conversions, but your sales game is weak
  4. You’re getting sales, but you’ve never tried increasing your prices or upselling

Let’s dig in.

1. You complain about lead quality, but haven’t adapted your offerings

If you have an AdWords campaign that’s serving you well, you may be tempted to pump more money into it.

But don’t assume that more traffic = more conversions.

Your AdWords traffic is composed of a colorful bunch of people with a different set of needs and dramatically different budgets.

There’s nothing you can do to change that.

All you can do is adapt your offerings.

Consider how Google has three different products to choose from when it comes to PPC:

adwords options
Which one are you using?
  • Small mom-and-pop shops may get by with Google AdWords Express where not a lot of customization is needed.
  • Smaller to medium sized businesses might have all their needs met with regular Google AdWords with ad scheduling and keyword targeting.
  • Enterprise level companies might only want to use DoubleClick because of the additional abilities like bidding separately for tablets or access to other ad networks beyond regular Google Search and Display.

With our PPC and landing page agency, KlientBoost, we know we don’t want to work with every single lead that comes through our door. We only want to work with companies that fit our requirements (like a certain amount of ad spend per month).

And in the beginning of our agency journey, we were throwing a ton of leads away since all we cared about was signing up people for our month-to-month services, our biggest bread winner.

I felt like Captain Ahab chasing around a bunch of Moby Dicks.

Captain Ahab
Costa Mesa, CA — that’s where our boat is docked, and our office.

But we all know that whale hunting is ridiculously tough on the shoulders (and illegal). Plus there are way more sardines than whales in the ocean.

So how could we profit off those sardines smaller fish?

Since our lead volume kept growing from our marketing efforts, I had to do something different to take advantage of those fish.

So I started experimenting.

What if the people who can’t afford to work with us on a monthly basis could still get help from us?

With that “Aha!” moment, we introduced one-time growth packages where we helped clients set up their AdWords account and landing pages, and then handed them the keys to run it.

We didn’t create new ads, landing pages or change anything in our PPC accounts. Because someone searching “PPC agency” could have a budget of a $ 1 million a month or just $ 100 a month.

Fast forward two months and we’ve made $ 32,500 from that one decision change. Money we’d otherwise have missed out on.

And these new packages then give us the opportunity to potentially work with those customers on a larger scale when they can afford our month-to-month services.

stripe
Here’s a quick look at our Stripe history with some of those recent charges. Not bad if you ask me!

So even if you get conversions from people who are ready to buy, but can’t afford your solution, what are you doing to get their foot in the door?

Have you considered offering them something of complementary value to your core offering?

2. You’re obsessed with your conversion rates, but not your sales rates

If you are doing a good enough job getting AdWords traffic, then trust me, it’s not the quantity of the conversion you should be worried about, it’s the quality of those conversions.

You’ll want to make sure you track and qualify your conversions fast enough to understand if they’re worth spending time on (especially if you’re trying to generate leads).

Let’s use LeBron James as an example. On the surface, some AdWords keywords and display placements could be looking like a superfly LeBron James in a golden leotard with fancy dance moves (getting a ton of leads), but on the back-end, they’re not getting you enough championships (a.k.a. sales).

LaBron James
Don’t be fooled by the pants and fancy dance moves. Image via Giphy.

What your competitors already know is to track the entire process from click to close (first AdWords click to you actually making money) and optimize off of sales, not leads.

If you’re trying to generate leads, your competitors might already know which keywords have the highest sales rates (from paying over the phone), not just conversion rates (from converting on the landing page).

And that’s where your competitors are laughing all the way to the bank.

The flashiness of leads (and golden leotards) inside your AdWords account has you focused on getting more, without realizing that you could cut your budget in half and still get the same amount of sales.

But how do you do that?

The secret is called ValueTrack parameters, and it’s a URL parameter string you can append to your final URLs inside the tracking template field of your AdWords account.

ad builder
The “Ad URL options” field is where you want to add those parameters.

You can custom create your own URL parameter string or adopt what I recommend below:

{lpurl}?GA_network={network}&GA_device={device}&GA_campaign={campaignid}&GA_adgroup={adgroupid}&GA_target={target}&GA_placement={placement}&GA_creative={creative}&GA_extension={feeditemid}&GA_keyword=Facebook&GA_loc_physical_ms={loc_physical_ms}&GA_landingpage={lpurl}

Next, you’ll want to make sure your landing page form has the hidden fields (like GA_network, GA_device, etc.) to capture that info along with the form fields the visitor is filling out.

This URL parameter string that you add to your AdWords ads will help you see which networks, devices, keywords, campaigns, etc. that your conversion came from and how much money that conversion meant for you.

hidden field data
Here’s what that hidden field data looks like inside Unbounce.

In the world of lead generation, let’s break this down with a hypothetical example:

Keyword #1 = 20% lead conversion rate and a 10% sales rate

Keyword #2 = 10% lead conversion rate and a 50% sales rate

If you were only tracking lead conversion rates, then you’d think keyword #1 is performing better because of the higher conversion rates and lower cost per conversion.

But if you do the math, it’s keyword #2 that’s making you more money.

Keyword #1 = 1 lead for every 5 clicks (20% conversion rate), 1 sale for every 10 conversions (10% sales rate). 50 clicks = 1 sale.

Keyword #2 = 1 lead for every 10 clicks (10% conversion rate), 1 sale for every 2 conversions (50% close rate). 20 clicks = 1 sale.

As you can see, not tracking the quality of your conversions can be detrimental.

Even without a fancy CRM, you can quickly backtrack and see which areas in your AdWords account are bleeding money. Better yet, increase bids on the keywords and placements that are giving you high quality conversions to get more of them.

3. You’re getting conversions, but your sales game is weak

Did you know that it takes on average between five and 12 touches of following up with a prospect before you close them?

But I’m not talking about manually spending more time emailing or calling prospects.

Because how many times have you complained about not being able to get a hold of your form leads?

Let me guess — quite a bit.

What you do after they convert matters just as much as what you did before they converted.

If your AdWords competitors are smart (and I know some of them are), then they already have an email nurturing program in place to drip value on their leads.

baby chimp
You know, to keep their prospects engaged, fed and happy.

And while some of your competitors may be bigger than you and have more money, there’s absolutely no reason why you can’t do the same.

For our PPC agency, here’s what our workflow looks like when we’re trying to give someone a custom proposal:

Email 1 What our proposal looks like
Email 2 AdWords screenshots of ongoing monthly improvements
Email 3 Monthly service or one-time package
Email 4 Custom goal setting ideas (scale or get lean)
Email 5 Links to our partner webinars
Email 6 Podcast/interview links (showing thought leadership)
Email 7 Case studies from current clients
Email 8 Call to action of getting a proposal
Email 9 New AdWords screenshots of improvements

The goal of each email is to showcase our skills and the features and benefits we can bring to prospects and their business.

We were super impressed with the continuous open rates (50% average throughout the entire sequence), but even more blown away to see that leads we’ve never heard from initially didn’t reply to us until they got the sixth email (out of nine total).

Which, funny enough, is a link to the podcast I did with the peeps here at Unbounce

email campaign
Here’s a snapshot of our first four drip emails.

So if you’re spending precious dollars on AdWords, how are you making sure that none of your conversions are going to waste?

If you think you can afford to have a “lead nurturing program” that’s made up of only two phone calls and one email, then you’re wasting your time and money.

Because it takes much more effort these days to to turn a conversion into a sale, you need to equip yourself with the tools that sales professionals use on a daily basis.

Here are a few to help you out:

MailChimp

MailChimp is one of the easiest email automation tools out there.

If you can map out five emails that would bring value to your prospects, then turn them into a MailChimp automation workflow.

The goal of MailChimp will be to get your prospects to take a specific action. In our case, it’s a simple response that they want a proposal from us. When that happens, we move them over to Yesware.

Yesware

Yesware is a Gmail tool that helps you track email opens and gives you the ability to automatically remind yourself to follow up with leads after a certain period of time.

Once someone has replied to us via MailChimp, we put them in Yesware as they’ve now moved into our sales funnel.

Yesware helps us track who opens our emails and reminds us to follow up with prospects too.

Autopilot for LinkedIn

Autopilot is a cool tool that allows you to “autovisit” the LinkedIn profiles of your prospects. You set the criteria and the tool will notify your prospects that you visited their profile.

For us, this acts as great touch points without having to manually visit profiles every day and helps us look like we’re everywhere when someone is considering working with us.

IFTTT

IFTTT stands for “if this, then that,” and it allows you to automate some of your lead nurturing touch points.

Let’s say someone comes through as a lead on your landing page. You can then use IFTTT to connect with them on Twitter and LinkedIn (if the emails match) with a certain amount of time delay.

This will make you look like you’re going the extra mile compared to some of your competitors (who your lead could be talking to) to really want to work with the lead.

But don’t take my word for it.

I spoke with Sujan Patel from ContentMarketer.io who gave me a new perspective on the focus of nurturing:

When someone decides to become a lead it means they’ve decided to “explore” or find out more, not purchase (you made a good first impression). Lead nurturing keeps you top of mind (or close to it), builds credibility, trust and helps you passively demonstrate your value.

The same thing applies to AdWords traffic.

If someone finds you via PPC, then they also know they have 10 other options (the 10 others search ads on Google) that they need to explore and will most likely compare all the options.

If you’re fortunate enough to get a conversion, then you must strongly consider the nurturing part as well. Because sometimes, there’s a big gap between getting a conversion and actually making money.

4. You’re getting sales, but you’ve never tried increasing your prices or upselling

I remember my first PPC client.

I just got back from a pitch at a local crossfit gym in Newport Beach and I recall how nervous I was that I nearly sputtered out my price when they asked.

“Uhmm… That would be uhh… $ 250 a month for everything we talked about, which includes keyword bidding, ad testing uhmmm… negative keywords…”

I felt like I had to defend myself, even though they were clearly interested.

Right after the meeting, I went straight home to my bed and fell asleep because I was so emotionally drained.

Then — to my surprise — when I woke up, I had a PayPal notification showing that they’d paid.

Since then, we’ve increased our average price to be almost twenty times what it was back then.

And it isn’t because we’re trying to keep up with the rate of inflation.

It’s because we know, just like your competitors know, that if our profit margins are high enough, then

  • we can spend more money to acquire a client,
  • we can be okay saying no to more of the smaller fish
  • and we’ll have more time to work on the results for our Moby Dick clients so that we can retain them longer and make more money.

Now I know that raising prices can be a scary thing, especially when you might alienate people who aren’t willing to pay what you ask.

But consider the obvious negotiation tactic of starting high and then going low.

You’ll be surprised how many people are okay to pay what you charge, even if you double your pricing on your next sales call.

And when you do, don’t stop there. Be a greedy pig goat.

baby goat

Because as soon as you have a customer that’s already paying, they’re 50% more likely to buy again compared to brand new prospects.

Another tactic to consider is the upsell. GoDaddy gets aggressive with its upsell, even before you’ve bought anything:

godaddy upsell
Sure, I’ll take .net, .org and .info.

So when it comes to paying a decent amount of money for all your AdWords clicks, strongly consider what you can do increase your prices without increasing your resources.

So what’s next?

Now that you’ve been spending the last couple months improving your AdWords metrics and landing page conversion rates, I hope you have a stronger incentive to learn about the other improvements you could be making (both during and after conversions).

In the long run, the changes above will improve your bottom line from other marketing efforts. It won’t be long until you can’t even see your AdWords competition in the rearview mirror.



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  15. Bowen Moreland^I wanted to give my thoughts on the fitting of this shirt. I have a hard time finding the right size for myself with tee shirts and I am picky about how I like them to fit. I am a 6ft tall 215 pounds and fairly muscular. I bought a 2xl in this shirt. I like to have my shirts a little baggy but form fitting. Before washing the 2xl fit me up top&#44 although the arms are a little tighter then I would like. The problem is that is is a long shirt. I washed it&#44 only dried it for a few min to shrink it up some in length. It now fits me a little tighter then I would like but the length is better.Overall I would say this shirt fits one size small in the width&#44 chest and arms&#44 but is a little longer then the standard size. I agree that if you wear an xl normally you would need a xxl in this shirt.Other then that I love the shirt it’s is good quality&#44 I would just say it’s sized more like today’s fashion tee shirts (slim).SAMCRO~4|Brian Dix^The shirt fits true to size&#44 is comfortable&#44 and priced right. The shirt exceeded my expectations. If you’re a Sons of Anarchy fan&#44 but want to be subtle about it&#44 this is the shirt for you.~5|Jennifer^This wasn’t an expensive t-shirt&#44 and I was buying it for my husband who’s a fan of the show&#44 more as a novelty item than anything else. He’s 6’1\” and 205 lbs&#44 and though he normally wears size L&#44 I bought this in XL based on the reviews that said it fits a little small and runs a little short. The XL was huge on him! He was swimming in it&#44 and it was pretty long. Since he liked it so much that he thought he’d wear it out (and not at home as a pajama shirt)&#44 I returned it and bought the size L. The large fits perfectly.The only complaint is that the material is a bit on the stiffer side. Not sure how it will hold up in the wash&#44 but he tends to hang dry his t-shirts anyway.~4|Erin Cisco^I got this for my husband for Christmas and he loves it! Sometimes tv and movie inspired products can be on the cheap side but this tee isn’t. Nice quality&#44 soft fabric and has official SOA screen printed tag on inside. He’s about 5’8\”&#44 150 lbs and the medium fit him perfectly. Very pleased.~5|Catrine^We just finished watching this series. Loved it so much&#44 I decided to get this for my husband. I ordered his regular size XXL and it runs true to size. You may want to go up a size to allow for shrinkage. Nice soft fabric. Not scratchy like some of these tee’s can be. Great price too~5|MikeP1971^Then you have to own this shirt. Its a bit thick for my taste(the fabric)&#44 but looks great while I’m riding. Lot’s of people ask me where I got it. Real S.O.A. fans give you the thumbs up. I HIGHLY recommend this shirt. S.O.A. fan must have!~5|Nick Ricci^This was a great shirt that was true to its advertised size. I am a Medium and the medium fit perfectly. The graphics were well done and after many washes it still looks sharp. A quality shirt at a great price!!RIP OPIE~5|Refreshing Lime^VERY pleased with this shirt. The material is the stretchy kind of cotton which makes the shirt fit really nicely. It’s cut well&#44 and that’s important.I am 6 feet 190 lbs&#44 and bought the Large. Fit is about perfect for me.And at 13 bucks&#44 this is a GREAT deal.~5|D. Moore^This shirt is made with a good quality cotton. It runs on the small side so you might want to get the next size up. My husband is 6’1″ and about 190. I got a large and it’s kind of short on him. He wore it right out of the box and wanted it so bad that he didn’t want me to return it for a bigger size. And if I recall when I ordered&#44 they didn’t have XL sizes left.~4|Roy Cox^i love samcro merchandise and I already had the blue shirt so my wife bought me this as a birthday present. Looks great&#44 fit was perfect and I can’t tell you how &#44any people make comments about it when they see it. If you love the show then get one!~5|

  16. Amazon Customer^Not sure what shirt everyone else got but mine was garbage; looks nothing like the photo. The screen print was smeared and made of a thin nylon material not cotton as you’d expect. I’d give this a zero rating if I could. Was also shipped from China.~3|Roy Johns^I saw someone wearing a shirt similar to this one and I had always wanted one. I looked everywhere for years and it never appeared at any retail outlet&#44 swap meet&#44 or 2nd hand store so when I saw it here on Amazon I HAD to get it! It arrived today and I am very satisfied with the product and extremely satisfied with the quickness of delivery. From the order date to the delivery date was only&#44 like&#44 four days…that is a quick turnaround for an internet order. The T-shirt itself isn’t the heavy Hanes Beefy T shirt but the Gildan shirt used for this purchase isn’t that bad either. My only wish is that the t-shirt came in a 3XL size but the 2XL is fine; I like a little room in a t-shirt. Overall&#44 good product but I will have to admit&#44 a tad overpriced (for a T-shirt!). I may purchase another for my little brother…!~5|L. Simmons^This is a good quality shirt. It feels heavy and thick. The print is pretty heavy as well. I’ve not washed it many times but it looks as if it will stand up to many wears and washes! O’yeah it is also a cool throw back from my teen years of some of the pioneers of rap. Back when rap was rap and not just profanity laced tirades!~5|PATRICK JONES^A Classic Shirt. Fit as expected~4|Amazon Customer^I was pleasantly surprised the shirt was better than described thank you~5|Lou Rono^Logo is a tad large that it distorts the logo at the edges by your arms. Wish they could reduce the size of the logo so to avoid this from happening. Otherwise not bad Tee.~3|DJK30^I purchased this shirt for Halloween to go along with an outfit (costume) I was wearing. The shirt looks exactly like it does in the photo and shipped to me within a week of ordering. The shirt did run a bit small and I ordered an extra-large. I suggest ordering a size larger to make sure your shirt fits appropriately. Overall&#44 I was happy with my purchase. I hope this helps.~5|John Koehler^I love this shirt and the first day I wore it&#44 my family and I got 10% off of our lunch bill at the neighborhood pizza joint.Can I promise that you will get 10% off of your lunch? ABSOLUTELY!But if for some reason you don’t&#44 you can’t fault the shirt. Your probably just eating at the wrong restaraunts.~5|Tripp^So I go to a friends birthday party as Run DMC-the shirt was great. I’ve grown accustomed to the newer type of t-shirts in the soft pre-washed&#44 thinner versions. So the thick stiff cotton of old t shirts was off-putting. But for a few hours at a party it was OK.~4|Amazon Customer^Love this shirt!! The looks and comments I get when people see a RUN DMC shirt is priceless. Fit is as expected and quality of t-shirt is good. very happy with this purchase.~5|

  17. Eric R. Kessler^One of the few hats that is actually large enough for a big head that I have purchased. The quality is great. I have never had a hat that I like as well as this one. I wish they made it in orange or orange and white stripped. Also the inside band is stripped and not white. I prefer this because it does not soil so quickly or at least hides it a while longer.~5|Tattoomike75^Love it!!!! Its so hard to find hats that fit this one is perfect!!!~5|MJ^Looks as expected. Somewhat large fit&#44 but can be adjusted to fit. Definitely adult size&#44 which is what we wanted. Nice material. We bought this as part of a costume&#44 so it’s everything we needed.~5|Susan^Fit perfectly on my husbands huge noggin.~5|Amazon Customer^Even with my husband’s very large head&#44 it was still too big. However he did not like the fabric. It is stated in the description and the label does say 100% cotton&#44 however it surely feels like something other than 100% cotton.We did return this for a full refund. Thanks~4|Deborah Reed^If only this wasn’t ridiculously large&#44 I would like it~3|Jillian^Incredibly large and not useable~3|

  18. Amazon Customer^Shirt looked terrible&#44 coloring and sizing was incorrect with my decal of trump &#44 looked nothing like the picture of purchase .~3|Brandon^It took forever to get here and I ordered an extra large it’s more like a medium and worst of all the print of Donald Trump is only 8 inches tall on the shirt does not look like the photo at all very disappointed.~3|Ryan Durbin^Size ran a little small but I can deal with that. The picture on the shirt is WAY smaller than it’s shown on here. Instead of it running the entire length of the front of the shirt&#44 it’s actually only about half that size.~4|Ryan J^Shirt showed up&#44 printing looks alright i guess&#44 sizing was too small ordered an xl got about a large.Smelled ridiculously of vinegar but supposedly thats a pretreatment for printing.Too small&#44 gave it away&#44 still awesome shirt&#44 2/5.~4|Rachel Johnston^I LOVE the image on the shirt but I’m not pleased with everything else. It took me a month to get it&#44 I ordered a med for men and I could barely get it on and I weigh 110 lbs. how was this supposed to fit any man?~3|G. Deras^super low quality. i have this shirt from somewhere else but i cant remember where i got it. this one is a smaller print&#44 super fuzzy with low contrast and general crappy screenprinting and there is no gold in the chain~3|Artyom^1. Wrong t-shirt2 wrong size3 delivery time – 3-4 weeks~3|Amazon Customer^Print on shirt is much smaller than picture shows.~3|Amazon Customer^I ordered a large and it was extremely small and tight. Also graphic on shirt is not of good quality and is much smaller on shirt than picture shows~4|Amazon Customer^HUGE hit with my nephew at Christmas.~5|

  19. Amazon Customer^This hat felt like it was made out cardboard even though it says it is 100% cotton. It was not comfortable at all and was stiff and hard (yes hard). It might be cotton because I soaked it in hot water to loosen and soften it up and then it shrunk and could no longer fit me. Soaking it in hot water only made the hat harder. I never wore it.~4|happy^Love this hat&#44 I spent all day in the sun comfortably. Just wish they would add more colors in the L/XL sizesUpdate&#44 I washed the hat and dryed it in the dryer. It shrunk&#44 I’m sad.~4|J. Patrick Mclaughlin^Great quality and fast shipping&#44 however I ordered a medium and the label says “sm&#44” but it’s kinda big. So Buyer beware&#44 they run kinda large.I am keeping it and if I cannot wear it&#44 I’ll give it to someone with a bigger head??~4|Amazon Customer^Nice fit. My hat size is 71/4 to 7 3/8. Large xlarge.~5|

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  23. Kennenth Hicks^I ordered 2 sizes larger than my normal size as recommended and it fits great! This kit is a great value. I’m very happy with the quality (especially considering the price).~4|Bentley2007^Seems to fit well. I bought this for my husband and he wore it yesterday for a long bike ride and really liked the fit and feel of the product.~4|Ddt^Great suit but a little small&#44 I bought xxl&#44 since that’s the size that he usually wears for cycling (xl or xxl depending on the brand) I’m returning it and buying a bigger size~4|leonid smolkin^Jersey’s great&#44 bib shorts make you look like you just took a dump in them.Fit is normal for a tight bike jersey~3|Jose M. Perez^Fits perfect for my build: 5′ 91/2″&#44 160-165 lbs. Very comfortable and a great look!~5|Greg S.^My first bibbed bicycle suit. The bib makes the two piece work vs some of the non bib two piece.~5|Amazon Customer^Jersey too big~3|keevin Hill^I looked like one of the tour de france guys&#44 after putting my new kit on&#44 It’s always a go with Amazon!!~5|Tom Buckley^But I prefer it a little on the small side~4|Andrew Bolkhovskoy^I bought the XL size but really it’s L or M~3|

  24. Kindle Customer^After reading other reviews I’m wondering if I got the same shirt. It smelled awful and is very thin. Waste of money!~4|amy elledge^Way too small for my daughter and I ordered a men’s size! They would not accept returns!~3|Leonard Gamberg^Very poor quality. Shirt is 100% polyester and cheaply made.~3|Jill Fox^This was a gift&#44 and it brought smiles when he saw it. Thanks for a smooth transaction~5|Kim D.^My son loved this shirt. He is a big Office fan!~5|Hailey^I get compliments every single time I wear this shirt! It fits perfectly and it’s hilarious.~5|Cameron Michael Perry^Michael Scott would be proud~5|Amazon Customer^Fits great~5|Amazon Customer^Good quality shirt~5|Sandra M.^Loved it~4|

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