Google Produces Incredible Results from Lead Generation for Accounting Firms
When it comes to marketing, everything you do needs to measurably produce results. There are a lot of factors that go into getting solid results including business niche or marketplace, and the tips and strategies I will be detailing are a fantastic lead generation for accounting firms way to see solid, measurable growth.
We’re experienced with accounting firm lead generation clients INCREDIBLE results! From 5-47 high-quality leads per month.
Why Traditional Marketing Sucks!
Television commercials, radio spots, newspapers ads, and billboards are so of the 20th century approach to gain exposure and generate leads from lead generation marketing agency.
These antiquated old methods of advertising are all Interruption Advertising, meaning that you are trying to Interrupt as many people as possible with your message and hopefully you find a few that are interested.
These methods are archaic at attracting the attention of potential clients and are wasteful when compared to Google AdWords.
There is no greater way to find a quality local lead than when someone from your local area:
Does a Google search for “small business accountant”?
Finds your ad at the top of the page
Clicks on your ad
And then one minute later calls your business
Someone searching for your business on Google is more likely looking to hire you on the spot or maybe within a week.
They are searching on Google because they need your services right now and are much further along in the buying process than someone that you are trying to prospect with “Interruption Advertising”.
Anybody that has ever been involved in any type of sales or marketing knows that there is a HUGE difference between when someone is searching for you, finds you, and calls you…
As opposed to you trying to prospect or “cold call” or “interrupt” people with your advertising.
There is simply no comparison in the quality of the lead.
Probably the Best Advertising Platform Ever.
Advertising on Google is 100% and completely measurable so you will know EXACTLY what your return on investment (ROI) is which is unlike many other types of marketing like TV and Billboards.
Google AdWords (Google’s advertising platform) is the greatest thing that ever happened to the advertising world and business owners because you have an incredibly powerful tool at your disposal.
Google AdWords via lead generation for accounting firms has advantages of beautifully executed timing when delivering ads to people who are already searching for your glazing business, delivering you transparent results while you can track exactly what your return on investment is.
There are many entrepreneurial business owners that have built multimillion dollar businesses using Google AdWords as their primary means of generating new business.
There really is nothing else like it in the world today. If there was, believe me, I would be using it and suggesting that you do too.
Generating Leads Online with Google AdWords
What people need to realize right up front is that Google makes over 90% of its money through AdWords.
Google does not make their money through organic search engine results or SEO (more on SEO later). Thus, Google WANTS you to advertise and they want you to get good results so that you keep spending more and more money on advertising year after year after year.
MYTH: “Ya, but no one clicks on the top ads…”
A lot of businesses and professionals that I have worked with over the years have this misconception that no one clicks on the ads that appear at the top of search results.
This couldn’t be further from the truth. It’s true that a lot of people click on the first or second organically generated result. However, according to a recent eConsultancy survey “41% of people didn’t even realize they were clicking on ads in those first three to five results”.
Furthermore, you only need a small percentage of people to click on your ad to have more leads than you can handle.
If you believe that no one clicks on ads and are unwilling to make the investment in a strong AdWords campaign, you’re cutting yourself off from a huge source of solid lead generation.
SEO vs AdWords
Search engine optimization (SEO) is a good longer-term advertising strategy because it takes a lot of time, money, and effort to organically rank high in search results on Google for any valuable keyword.
For example, let’s say you’re a lawyer that is fresh out of law school, you’ve moved to a city or town and are looking to get established. I’ve got bad news for you, you’re probably going to fail at ranking high on search results through SEO.
Why is that? Because every other lawyer in your town or city that is practicing in the same area of law as you is doing the exact same thing!
Chances are those other lawyers or law firms are already established and have been running a strong SEO campaign for years. You’re simply going to have invest for 9-18+ months before out-ranking them.
There are numerous examples of business owners that spent $1,000s per month on SEO for over a year and still failed to rank in the top five results on page 1 (this is where most of the traffic is) of Google for their desired keyword.
If these business owners would have taken that same money and invested it into Google AdWords, they would have received new leads and new clients from the start!
Which means they would barely have come out of pocket because they could have turned a profit in the first month and then just reinvested those profits.
WARNING: What Happens When (not “If”) Google Changes It’s SEO Algorithm?
Think about it… Would you rather pay $1,000 per month for a year just to “possibly” get on page one for your desired keyword… And then if Google changes their SEO algorithm again you could lose it all overnight without any warning!
… Or, would you prefer to instantly be at the top of the search results for 100s of different keyword variations (not just a couple of keywords like with SEO)… And have new leads and new clients coming in your door right away?
Kinda a no-brainer isn’t it.
Instant & Easy Results
I love working on Google AdWords more than any other form of advertising media because you can run a simple test campaign for about a week, spend only a few hundred dollars, and see instant results.
When that one week test is done, you’ll have a ton of data telling you what keywords worked, how many clicks you got, how many leads came in, and how many new signed clients you have retained for the money spent.
From there you can refine your AdWords campaign even further by continuing to split-test ads and deciding how much you want to expand your campaign.
For example if you spend $1,000 and you make back $5,000… Well then the next month you may very well want to spend $5,000 and make back $25,000. It’s simple math really.
Versus TV, radio, newspapers or billboards advertising, which are expensive formats that you can spend $10,000s and be clueless to how poorly or well your ad did.
If you want to see serious results that are reliable and measurable, you have got to be on AdWords.
AdWords is the KING of Local Advertising
Google LOVES local businesses and they give you a huge advantage when advertising on their platform.
How to Use Your Local Advantage
First off, Google lets you integrate your Google Plus Local account with your AdWords account. This means when people from your local area are searching, your ad will be much bigger than other ads with your phone number and address right there in the ad!
It may be an old adage and in the world of internet marketing, size does matter. If the ad is bigger, people are going to see it first, if the ad is well formatted they’re going to read the details, and you know what they’re going to probably do next?
They’re going to click on it!
Because you’re local, your location information is going to appear in the ad (when you integrate your Google plus local account). You’re going to see a much bigger increase in leads contacting you and making appointments for your services.
NOTE: Above image is an example of a client of mine and you can see his one ad is almost 3x the size the other ads. Really, how can they compete?
So just by taking the time to properly integrate your Google Plus Local account, you’re going to see an increase in business!
Why Most Business Owners FAIL at AdWords
Another very important factor to the success of your campaign is split testing multiple ads to find the ones that get you the highest click through rate (CTR).
Most business owners that try to do Google Adwords on their own fail because they don’t have a good high converting landing page (more on that soon) and/or they have not split tested multiple ads to increase their click through rate.
Google will actually reward you for having a rock solid AdWords campaign that is getting lots of clicks!
If your ad is generating a lot of clicks that are going to your business through Google Adwords via accounting firm lead generation they are going to give you a cheaper cost-per-click (CPC)… rewarding you for having great ads that are getting lots of clicks because it tells Google that you are relevant to the searcher.
Basically the more clicks your ad gets, the less you pay each click. Pretty amazing isn’t it.
3 Common Mistakes to Avoid
If you’re on board and are ready to give your AdWords campaign the attention and care it deserves, there are still some things I feel you ought to be implementing and some bad habits I want you to avoid.
First thing’s first: When someone clicks on your ad, what page/website are you going to send them to?
You might be thinking that you’ve spent a ton of money on a slick looking, informative website that’s the perfect place to send your traffic and draw in clients. Right?
It seems like a reasonable idea, and it’s actually bad idea because believe it or not, you’re far more likely to lose clients if you’re routing all of your ad traffic to your main website!
You MUST send AdWords traffic to a “landing page”. Yes, you need to have one of those single page, simple, easy to read landing pages that invites the prospect to take action now.
Why? Because you have 8 seconds before you lose your prospects attention!
That’s right, according to a recent Microsoft study, our attention spans have dropped from an average of 12 seconds to 8 seconds, and for comparison a Goldfish has an attention span of 9 seconds.
Thus your “landing page” has to get the person that clicked on your ad to take action right away before they get distracted by their smartphone, Facebook, instant messenger pop-up, email notification, or someone popping in their office…
If your traffic is being routed to your main website, you run a constant risk of that visitor never taking action! That’s right, they failed to:
Pick up the phone
Fill out a contact form
You just lost a potential client.
High-converting landing pages are specifically designed using a proven template to get your prospects to do one thing… Pick up the phone and call you now!
So remember, three important mistakes to avoid making in your marketing are failing to:
1. Split test your ads. Sure, you might be getting some clicks, you might be seeing some incoming business, and that doesn’t mean you couldn’t be doing better!
2. Utilize a high-converting landing page. Your slick, expensive looking main website is not enough to draw in new clients to your practice. A landing page is essential for getting those people looking to retain your services to pick up the phone and actually schedule an appointment.
3. Setup your AdWords campaign correctly. This one I mention in passing as a mistake only because it can impact your results. Proper campaign setup is essential to the success of your campaign.
As you may have noticed by now, I love Google. I love their AdWords platform and the infinite amount of potential it provides.
Google: Biggest, Best, & Growing
Google, for very good reason, has become the largest internet search engine in the world. It offers access to an unprecedented amount of information, and it also has become the number one way for businesses to generate leads – and this is so true for our lead generation agency.
All you need to do is see the growth chart for the last 10 years to see this.
You might have been able to ignore the possibilities that Google brought in 2008, and maybe in 2009, and when you see their rate of growth double and triple in the last few years alone.
You have to realize that Google is here to stay, and is probably only going to get bigger and better at what they do by implementing new advancements to AdWords.
In this day and age, if you fail to be on Google, you’re probably going to be left behind. Here’s to your future success!
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