A request for more information. An excuse. A buying signal. A counter tactic to encounter a push. MOST COMMON OBJECTIONS: 1.Google AdWords is too expensive 2.How can you assure that the ROI is good? 3.Am I competitive with a small budget? 4.No more marketing budget 5.My product / service is very niche 6. Isn’t the market too saturated? 7. I’m already in the Organic Listings 8.Had bad experience earlier 9.Doing it myself, no need to outsource 10.My business is Word of Mouth 11.My business is seasonal, bad time now 12. I want to have the top position 13. I don’t want to pay for irrelevant click 14. I / My customers don’t click on ads

3. WHAT IS OBJECTION?
• A request for more
information.
• An excuse.
• A buying signal.
• A counter tactic to
encounter a push.

4. MOST COMMON OBJECTIONS.
1. Google AdWords is too expensive
2. How can you assure that the ROI is
good?
3. Am I competitive with a small
budget?
4. No more marketing budget
5. My product / service is very niche
6. Isn’t the market too saturated?
7. I’m already in the Organic Listings

5. MOST COMMON OBJECTIONS.
8. Had bad experience earlier
9. Doing it myself, no need to outsource
10.My business is Word of Mouth
11.My business is seasonal, bad time now
12.I want to have the top position
13. I don’t want to pay for irrelevant click
14.I / My customers don’t click on ads

6. 1. GOOGLE ADWORDS IS
TOO EXPENSIVE
Only 30% of SME’s have an
advertising budget. Two-
thirds (67%) of SME’s that do
not advertise believe that
advertising is ‘too expensive’.
Additionally, 66% believe it
is ‘financially risky’.

7. DO YOU KNOW?
• Through AdWords you can reach
more potential customers who
are already searching or
interested in your service.
• You can effectively control the
spend and also track the returns.
If your ROI is positive, then you
still have to continue for even
greater returns.

8. 2. HOW CAN YOU ASSURE THAT
THE ROI IS GOOD?
• Percentage of people who purchase goods and services
online is increasing drastically.

9. • It depends on your business lifetime value per
customers.
Example 1:
A locksmith who charges $70 to unlock a car,
has an expense of driving to the location and tools
might not benefit that much from a conversion from
PPC that costs $30

10. For a small business AdWords can be a hugely
successful method of driving traffic, marketing your
product and ultimately getting increased sales.
Example 2:
A hand plumber that does a drain job for $250 with
$200 profit in it, will benefit from a conversion that
costs $50.
Considering CPC to be $5 and conversion rate of 10%.

11. 3. AM I COMPETITIVE WITH
A SMALL BUDGET?
• In AdWords you don’t have to hunt
customers to grow your business
rather customers reach you,
because AdWords is a perfect
platform where in you can be
visible at the right time right
people right place on right device
& you only pay when some one
clicks on your ad.
• Hence, even for a small business
audience can be highly potential
customers

12. EXAMPLE:
• Spending an additional £1
on advertising would
benefit an SME nearly
eight times as much relative
to its size as an equivalent
£1 spent by a larger
business.

13. 4. NO MORE MARKETING BUDGET
• Today’s in the world of
internet and smart phones
it’s not very wise to rely on
offline marketing.
• Through online marketing
you can reach to the mass
audience & engage to them
in real time, make them your
brand advocate in shorter
time compared to offline.

14. Do you know?
• People are spending
more of their time
consuming digital media
than any other format.
• This is contrary to
advertising investments
which are still more
offline focused

15. 5. MY PRODUCT / SERVICE
IS VERY NICHE
• People often start their journey online when looking to
source items. One of the easiest way to locate new items is
to pay attention to your local community to various events
and see if they are already selling online.
• You can do that by creating one or by affiliating program
with some one else and you do it on their behalf.

16. 6. ISN’T THE MARKET TOO
SATURATED?
• Saturation is not limited to creating
new similar business.
• Few companies purposely create
large groups so that they can chop
them up into smaller units, then
aggressive promote them
individually at the same time.
• To find a unique market for your
product you need to learn from the
existing market so there is no
saturation in online marketing.

17. 7. I’M ALREADY IN THE
ORGANIC LISTINGS
• I am already listed in the
organic search results, so i
don’t see any need to invest
money in paid search.
• Doing paid search would help
in getting incremental clicks.
Gets more visibility, creates a
brand value.. Increases the
trust factor.

18. Do you know?
• Sponsored links can generate
significant incremental traffic.
• Sponsored links on google can
generate 89% of incremental
visits to an advertiser's site. 81%
of ad clicks are incremental when
organic search results are in 2nd
to 4th position for an organic
position of 5 or lower, 96% of ad
clicks are incremental.

19. 8. I HAD A BAD EXPERIENCE
EARLIER
• AdWords is a profit driven marketing. If you don’t make
more than what you spent , it’s a loss
• You need to correctly track/estimate your profit.
1. Are all your online sales properly tracked?
2. Do you get calls from AdWords visitors? How do you
attribute those. (Do you use google forwarding number)
AdWords will only work if your business offers a
compelling value for customers. (Best price, best quality,
best service, all of those, etc.), And articulates it in the
correct way.

20. If you're bidding based on a single sale, and
your competitors are bidding based on some
portion of lifetime value, that's a problem.
If you've addressed those and you're losing
money on AdWords I'd say this:
(1.)Your campaign is not being run well. Get a
professional google partner company (Eg:
Adonai Advertising) to do it and &
(2.)Your value propositions are not compelling
enough relative to your competitors.

21. 9. DOING IT MYSELF, NO
NEED TO OUTSOURCE
• It is advisable to outsource the work
you are not specialized in. You can also
look at it in terms of time. Eg: your time
may be worth $20 an hour. If you can
employ someone to do something for
$10 an hour while you focus on a $20
an hour task, you still make $10 per
hour.
• If you still want to do it yourself , get
well trained before you experiment.

22. 10. MY BUSINESS IS WORD OF
MOUTH
• Are your customers searching for you over the internet? If yes,
you must be available for them to locate you. It would help you
reach more people and get more leads.
• Online presence is very important in present day world, since
everyone is using internet to look for things they need.

23. 11. MY BUSINESS IS SEASONAL,
BAD TIME NOW
• You can take advantage of seasonal
businesses through AdWords.
• Generally, during un-season you can
sell the products by promoting them
or else giving offers.
• The competitors to your business may
not actively participate during un-
season. So using ad scheduling,
remarketing and many other AdWords
features you can still get leads with
less investment .

24. 12. I WANT TO HAVE THE
TOP POSITION
• Google gives top position to your ad considering the quality score
and max .CPC and also the impact of ad extensions.
• The quality score depends on three parameters 1. CTR(click through
rate),2.Ad copy relevance,3. Landing page quality.
• Google rewards the advertisers with good quality score by charging
them less but still giving the same position

25. 13. I DON’T WANT TO PAY FOR
IRRELEVANT CLICKS
You can weed out search terms that
lead to irrelevant clicks by
considering few parameters :
• Adding them to negative keywords
list.
• Reducing broad match keywords.
• Narrower context targeting(location,
time of search , device).
• Mobile optimization
• Smarter bid management
• Turn conversion tracking on.

26. 14. I / MY CUSTOMERS DON’T
CLICK ON ADS
The reasons are:
• Low ad position or else ad is not
attractive.
• Select the keywords which you want
to target. Think from user point of
view. What he might type if he is
looking for your product.
• Write an ad which includes the
keywords in it, which will improve
the click through rate.

27. • Have a user friendly landing page.
There should be relevance between
keyword>ads> landing page
• Add non-relevant terms as
negatives.