Addressing Common Client Questions and Concerns - Google AdWords Learning Center

Learn how to describe Google's position in the marketplace, explain the effectiveness of search advertising compared to other types of advertising, and address common questions and sales objections.

Your clients may ask why Google is preferred over other search marketing organizations. According to a recent Standard & Poor's survey of search engine usage, including Google, Yahoo, Ask.com, Lycos, and MSN, Google was the most widely used search engine in the United States. 48% of the survey respondents indicated that they used Google most often-a percentage almost two and half times more than the second place runner up.

Additionally, in a recent survey conducted by Vividence Corporation, people were asked to rate their experience with select search engine sites. 89% of the respondents reported a 'strongly positive' experience with Google, far surpassing the competition.

Your client may ask why search marketing is appropriate for them. Search marketing offers significant advantages over other media, such as outdoor, radio, TV and print, particularly in the areas of customer education/information and direct response. If your clients are interested in targeting these two media categories, it's clear AdWords is right for them.

Before beginning your sales process, you can prepare to address common concerns or objections from potential clients. Here are a few examples:

'I don't have the budget' or 'I don't need to advertise.'

You can address this concern by offering to start your client's advertising on a smaller scale. For example, you can start a test campaign with a budget as low as just one dollar per day, then monitor the results to show your client how they can achieve significant ROI without incurring high costs.

You may also inform them about AdWords Smart Pricing, which lowers CPCs to the expected value of a click. Please refer to the Pricing and Ranking lesson to learn more about how AdWords pricing works.

'This sounds too complicated.'

If your client is concerned that search marketing sounds too complicated, offer to design an AdWords marketing program for them. Use conversion tracking and AdWords reporting to show the progress they're making. You can manage a client's account continually, or, once the account is running smoothly, transition the account management to your client.

With one Google AdWords media buy, your client can single-handedly accomplish what used to take a whole team of media planners. AdWords ads can appear virtually anywhere online worldwide, yet remain targeted and relevant. And because your clients can view, monitor, measure, and edit their AdWords campaigns at any time on their own, they can enjoy unprecedented levels of control over their advertising spending and reach.