Finding new business can be challenging for a contract research organization (CRO), especially in this industry with the biggest companies controlling a large percent of the market. How can the many small CROs out there compete? Well, Google AdWords is an excellent place to start.
Why use Google AdWords? It’s cost effective; your company only pays for the ads people choose to view. It’s targeted; you pick the keywords for the ads, the geographic location, etc. It’s fast; when your campaigns are set up properly you will often begin hearing from prospects within a few days or weeks. It’s analytical; you can find out exactly which ads were selected at any given time, and you can also integrate Google AdWords with your Google Analytics account to obtain additional information about user behavior.
At this point you may be wondering how to get started with Google AdWords, or maybe where you went wrong if you already tried it and were not impressed with the results. I can’t explain the entire process in this article, but I can offer you three tips to steer you in the right direction.
1) The more keywords the better.
You don’t want to get stuck in a situation where your campaign is too focused on a small percent of your offerings. If you have a bunch of products or services (or both) to offer, then by all means populate your campaigns with these keywords. For example, you may want to grow a tissue analysis services. However, if nobody is looking for tissue analysis services this week, but they are looking for stability assessment and 100 other services, you want to have all your services out there for the prospect to find.
2) Long tail keywords are your friend.
Let’s say you’re TGA Sciences, Inc. and you want to grow your revenue for immunoassay services. If you have several ads for the general term “Immunoassays”, you run the risk of attracting the wrong prospect, such as student learning about immunoassays, or missing the right prospect who is looking for immunoassay validation, but is not sure that is what you offer, so he picks the next ad that specifically reads “Immunoassay Validation”. “Immunoassay Consultation” is another good, specific long tail keyword that could be used.
3) Think big.
Maybe you’re company is located in New England and you do most of your business with other companies inNew England. It’s OK if you want to limit your campaigns to the New England geography, but why limit yourself when there could be life science companies inCaliforniaor over seas that are in a position to hire your company? For these reasons, consider making national and international geographies part of your campaign as well.
What has been your experience with Google AdWords? Would love to hear from you.