Missing the low hanging fruit!


Waiting for the penny to drop!

If I do a search for what we do online we’re nowhere to be found” barked my client down the phone. This was obviously a big deal to him as well it should be!

After all this was the low hanging fruit – the potential customers out there who have already decided that they want what you are offering and are searching online to find it.

We didn’t do your website for you, it hasn’t been optimised properly which is part of the problem and if you make a few simple changes it will make a big difference” I explained.

Ok, ok, I must get onto the website crew” he eventually calmed down, “Is there anything we can do for now?” he asked.

I suggested a Google Adwords campaign to ensure he had a web presence (in adverts) where key search terms were used – at least until his website would start performing organically.

Perfect, it’s vital that our website always comes up first” he explained, “Can you do it ASAP?

He was right – for his sector a strong web presence was an absolute priority.

We quickly put the Adwords campaign in place and this corrected his lack of web presence immediately. For a reasonable daily budget we ensured that all relevant web traffic found his website and this was done on a pay per click basis – you only pay when a user clicks on your advert and comes onto your website.

A few weeks later we had a review meeting with our client – we covered the PR coverage and we also discussed the effectiveness of his advertising spend, which he was looking after himself.

As I had set up the Google Adwords campaign for him I gave him a detailed report showing how many times his adverts were shown, how many times the adverts were clicked upon and the traffic that came onto his website as a result.

We could see in detail the keywords and search terms that had generated the most traffic and the cost of each of these.

Budgets were a little tight he explained because he had committed to a long term advertising plan (obviously to a good salesman – or woman as it turned out to be) with a particular publication (no problem there) and a local radio station (totally wrong demographic ….but he got a cracking deal!).

I want to stop my Google Advertising” he declared.

Hmmm, “No problem, but you do know when we stop that advertising when anyone searches for you online, they just won’t be able to find your website? ” I explained.

I want to stop it” he repeated.

His sudden stance staggered me – despite the previous declaration of intent by this fairly clued in operator he still opted for an advert that he could see in the paper and hear on the radio rather than pay for this online Adwords “stuff” that absolutely guaranteed a web presence for hot leads, the low lying fruit!

I had nothing to gain from the argument, I had explained the “risk” as clearly as possible and he had just made up his mind.

Ah well … that penny will drop all by itself when the low lying fruit drops somewhere else! (I’m waiting for the call ..)

Greg Canty is a partner of Fuzion

(I did help him with the optimisation of his website, which will take a while to fully kick in – he is now appearing on page two for relevant Google searches instead of page 8!)

Fuzion offer Web Marketing services including Google Adwords campaigns for clients

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12 Responses to “Missing the low hanging fruit!”

  1. Tommy Says:

    Hope for his sake he wakes up to what u are saying.Great piece as always.

  2. Fergal Bell Says:

    It’s a good story Greg. Maybe it’s human nature to gain reassurance from being able to see an actual product, rather than something on the web that appears to be insubstantial. You would have thought though, with the analytics you were able to show the client that he would have gained some confidence about the strategy.

    • Greg Canty Says:

      Fergal – it was incredible. They seemed to fully understand the reports and then called me after and said they wanted to cancel the Adwords. It’s no skin off my nose that they cancelled except the learning that you should “never be surprised” – logic doesn’t always win the day !

      • Fergal Bell Says:

        It sounds like the costs he’d already committed to were playing a part. Sounds like a bit of a loser for him, but he’s probably seeing those as more tangible. Frustrating though!

      • Greg Canty Says:

        the most frustrating part for me was that he had stopped taking our advice – one of these guys who likes the cut and thrust of dealing with advertisers and fighting for deals etc, whether they are that good for the business or not!

      • Fergal Bell Says:

        You can lead to a horse to water….
        It’s annoying when you’re approaching the situation with the intention of improving the client’s business (and where you can see that it’s working) and they would prefer not to go with that.

        I come across it sometimes where clients decide not to go with content or format I recommend and instead opt for something that I’m pretty sure won’t work for them. Sometimes the conclusion is that it’s their decision and I have to just go with it, leave the door open to future contact and see how it goes.

      • Greg Canty Says:

        The frustrating part is when “that” activity doesn’t work and it becomes your fault in some way !!

      • Fergal Bell Says:

        Definitely – when it’s a completely different area. When things like that happen I try to take a step back mentally from the conversation and remind myself that the client is speaking out of frustration. And also that they recognise there’s a problem. The key part then is getting them from there to your solution. Not always the easiest admittedly!

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