Now you can have paying customers coming to your website without draining your money away.

Every business needs increasing sales (what an original idea, isn’t it?) 🙂

And one of the most common tools to get client’s attention is advertising.

But there’re many cases when ads can be tricky. Many companies out there are throwing their budgets away buying ads, which barely pays off.

In the pages of newspapers and magazines, one could easily see vast graveyards of ads. Everybody’s content is trying to win a prospect’s attention, but it’s actually happening less and less frequently. People are busy with their own stuff and they don’t give a dime about advertising.

What can I do to fix that? I need to promote my goods and services…

The ideal situation would be to show an ad to the person when he or she is looking for that exact thing (and furthermore, to show it where a person would want to see it).

These “magical” features are normal for the contextual online advertising. What do you see when searching for something on Google? The search results are shown with the online ads contextually tied to the search phrase:

Online advertising has a set of unbeatable advantages:

1. The ad is displayed only to the person searching for this particular item or service.
2. Using online ads, you only pay when a person is visiting your website, not just because the ad has been displayed (this means your site is visited by people already interested in w
3. You always have clear data on how many people visited your website and what they were searching for exactly.
4. You have 100% control over your advertising budget. It could be as low as $100 per month. It could be $10,000 per month. You control spendings based on your goals.

If you aren’t using online advertising today you’re practically giving up in-stock customers!

Unfortunately, one could encounter several unpleasant traps on the way, as soon as he or she decides to start investing in this advertising tool.

It’s an interesting paradox:

in spite of online ads being one of the low-budget marketing tools, we often hear people complain: “Online ads are wa-aaay too expensive!”, “We tried it once, but the campaign burned down a whole grand in the first week with no results at all!”

Sounds a bit strange, doesn’t it? Why is that?

The deal is there’s no such thing as fixed cost per click when we talk about online ads. The cost of the click is calculated individually for each client on the automated auction run by Google.

There are a lot of rules, tips and tricks (and a lot of them are far away from being obvious), which influence the price you’d pay for inbound prospects.

Not knowing these things, online ad rookies spend a lot of money almost inevitably. It happens just because they don’t know how to use those advertising tools.

If that’s the case, hiring a professional looks like a good solution.

Here we have another trap.

There are lots of companies on the market who offer their online ad budget management services. And most of them charge you based on the amount of money you’re willing to spend on the ads they manage.  

And why do they? Consider this – they spend the budget, you get local spikes in your website traffic (everybody’s happy with traffic increase, right?) and then they come back to you asking to add funds to your Google AdWords account to keep it up and running.

Thus the more you spend, the more they earn.

The question here – is it really beneficial for them to optimize your advertising budget and work hard to minimize the cost of every new lead you get to your website? Especially considering the fact that it’ll be just as hard for you as it is for a non-professional to see any mistake in their actions.

Google-the-almighty itself provides an automatic advertising campaign management service. It’s a special type of AdWords with a mocking name “Express”. We see some folks go that direction, and pretty soon they find out the pace their money is leaving their account is “express” indeed.

One won’t have any control over the bidding policy Google is willing to apply to each ad, and when we examined such “Express” accounts we were amazed to say the least. The clients were paying $2-5 per click, and it could easily drain about a $1,000 a week with nearly no return on their investment.

So why are we so open about it? We are offering the same kind of services, aren’t we?

How are we different from the companies just described?

1) Must Have Advertising has grown as an internal project to support advertising efforts for the number of businesses we have run ourselves, ranging from a SaaS product for restaurant owners, to a scent-marketing agency, to a custom-built guitar equipment company. We have learned everything in the fields with our sleeves rolled up.

Now we’re hungry to work with external projects as it’s quite a useful experience which is pushing us forward. Each niche has its own nuances, and it is really exciting for us to come up with a working solution for a different market.

This is why we love challenging projects and compelling tasks. And we work on them using the following principles:

• minimization of the advertising budget
• laser-focused lead targeting (remember the false traffic spikes from earlier?)
• constant testing of the ads, curating and cherry-picking the best copy

2) In contrast to most of the companies out there we charge a fixed monthly price regardless of the budget you’d like to spend on the advertising itself. Unlike most advertising companies we didn’t have the idea to earn more as our clients spend more (wouldn’t it be nice to charge a percentage of the budget?). We actually do the opposite – we reduce your advertising costs and increase ad effectiveness providing you with targeted leads.

3) We’re not a conveyor line in the online advertising market (we don’t really need to be). We sign no more than 5 new contracts a month. That’s because online advertising is custom  tailor-made work for us. And there are quite a few companies out there who can actually afford using this approach themselves.

What are the results of our approach?

Let’s take a look at a couple of examples.

An example:

One of our clients is a local mattress storehouse. If you were advertising in their region using the phrases: “orthopedic mattress”, “mattress”, “buy mattress online”, “orthopedic bed”, etc. you will most likely see the prices per click as shown below:

Due to the high competition on search phrases, the cost-per-click is pretty high. It’s considered a status quo for all the market players in the niche.

And it’s no different for the local storehouse company we were asked to work with:

As a result of our work, the cost-per-click was reduced to the following:

So what does this mean in terms of money?

Imagine, among the 100 people who searched for the phrase “buy mattress online” on Google someone finally made a purchase.

If one click cost you $5.29, then one client cost you $529.

On the other hand, when using Must Have Advertising (as the result of our work) you are able to

reduce cost-per-click to $2.17, then one client cost you $217. That’s a big difference, isn’t it? 🙂

In addition, we were able to increase x5 times the total number of clicks and almost x3 times the number of phone calls per day for that mattress storehouse company.

Another example:

A more expensive product and more competitive market we have worked with — a remodeling company in Chicago suburbs. Here were the numbers in their account before we started working with that client:

…we know for sure, some companies really pay up to $13-15 per click. Don’t say anything here – it’s just the competitive home remodeling market around Chicago.

Here’s what we were able to achieve after several weeks of testing and improving the campaign:

$3.56 per click for the average position of 1.5.

If you do the math it turns out the ad is almost 4 times cheaper for our client than it is for their competitors!

Well, let’s summarize—

Online advertising is one of the most powerful tools to get more clients. But only if you’re using it the right way.

If you want your online advertising to be worthwhile, and cost you less than your competitors fill out the form below.

We’ll get back to you in a timely manner (usually in 12 hours or less) to see if we are a good fit for each other.

Get Google AdWords clicks for a fraction of the price your competitors are paying today.