How To Sell High-Ticket Items On Autopilot With PPC ads
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Before you read, Google Ads is good if you have a decent budget to spend on ads. If you’re just starting to build your business, or you don’t have a lot of cash to spare, you might be better off spending that money in an area that will be more effective for growing your business. That being said, my team and I have been able to get as much as a 642% increase in ROI using this method for our clients.
To be clear, this is not a get-rich-quick scheme. Generating leads/sales on autopilot requires a lot of building, time spent, and testing. This means you’ll either need to hire a team to do the heavy lifting for you, or put aside the time to learn. I’ve written this article in a way that will hopefully make it useful for as long as Google ads exists in it’s current state. If you take anything away from this article, it should be that testing is what makes an ad campaign profitable.
This article can be community driven! If you think I got something wrong or want to add something, feel free to reach out via comment on this post, or through email: email@example.com. This article is inspired by myself and my team’s experience in the lead generation business. We help our clients by doing the hard work of setting up a profitable campaign for them, but if you’re a self-starter, then enjoy this article!
Are you tired of having to rely on referrals and cold calls to generate sales? In this article, you’ll learn all about how to generate high-ticket sales on autopilot with landing pages and Google Ads, without breaking the bank. Stick around till’ the end to start generating more leads and get $600 in FREE matched Ads ad credit.
A Quick Overview
Today, I’ll show you a great method to generate as many leads for your business as you want, eventually all on autopilot. To achieve this goal, you’ll need to create a website with one main landing page, a “contact us” page, and an “about us” page. Then I’ll show you how to set up a Google Ads campaign so you can drive high-quality traffic to your website. That’s the simple 2-step process that generates millions of dollars for businesses around the world each year.
A landing page is a webpage that visitors will first land on when they visit your website. This is what visitors will see if they type your website domain name into their search engine. It’s the most important page, and is what we’ll be mainly using to generate more sales.
When it comes to creating a landing page that converts prospects into paying customers, you need a system to nurture potential leads, especially with high-ticket items. I would highly recommend encouraging prospects to book a meeting/phone call or join your email list. It’s a lot easier to close prospects when they know who you are, and make the choice to call you. This role reversal makes you an expert instead of a sales person, and (almost) nobody likes a sales person.
What makes a great landing page
First, let’s get a general idea of what makes a landing page generate sales… or not.
When it comes to building a landing page with high conversion rates, there are 5 main elements:
- Loading speed
- Social proof
- Responsiveness & design
- Call to action!
The speed at which your website loads when visitors view it is extremely important! As many as 40% of visitors will abandon your website if it doesn’t load within 3 seconds. Even if you have the best converting landing page in the world, a bad loading speed will lose you a lot of potential sales (and money through Ads).
People do business with business owners they trust, and without social proof, people are around 34% less likely to do business with you. So make sure to add testimonials at the top of your landing page. If you don’t have any good testimonials yet, ask your network of past or current customers for a review.
The design and responsiveness of your site is another crucial aspect of building a quality landing page. If your landing page looks outdated, people will often interpret it as a scam, especially since they found you through paid advertising. That’s another reason why social proof is so important, as without it, visitors are a lot less likely to trust you.
The last point is technically negotiable, but required if you want to increase your landing page’s conversion rate, and save yourself a LOT of money! A/B testing, visitor recordings, and analytics are what allow you to increase the conversion rate of your landing page rapidly.
Call to action is a required part of any good landing page. This is where you get to ask your web visitors to complete an action. Whether it’s booking a meeting, purchasing a product/service through your website, or getting added to your email list.
This website’s CTA (seo-tips.tech)
Now that you have a general idea of what I’ll be covering in this article, let’s jump straight into the details.
Hosting your website
For hosting, I would recommend Hostinger, who I’ve been a customer of for over 3 years now. Their customer support is friendly, their services are up almost all of the time (guaranteed 99.9%), and they offer all of the tools needed to easily host your landing page website without spending much out of pocket. You can use my link to help support this free article: click here.
You’ll need a domain for your website to be searchable on the web. You can do this by buying a domain with Hostinger. The domains start at $0.99 a year, unless you’re looking for something like a “.com” domain, where it could run up $40+ per year. I would personally recommend buying one of the $0.99 domains, as visitors aren’t usually very concerned with the domain name, assuming your website looks legit.
Once you’ve bought a domain and set it up on your hosting plan, it’s time to move onto building your website and designing the main landing page.
Designing the landing page
The route I usually prefer is creating the landing page manually. But there is a lot of sales funnel web software available, which might be a better choice if you aren’t interested in doing the web design manually. Click Funnels is a well known funnel-based landing page software, which is highly rated and relatively little cost. Although you’ll still have to put some work into making a good landing page, it’s easier than manually coding or using WP. Software like Click Funnels allows you to build high-converting websites with already vetted templates. But if you’re like me, and prefer to have a bit more control over the website (which makes testing easier), then let’s get into designing the website manually.
When designing your website you will most likely want to start with a free template, especially if you aren’t a web developer. WordPress is a great way to get high-quality, free templates. Although I personally used to be against using WP, it’s improved rapidly, and offers a lot of features for the great price of FREE! WordPress is great, because you can build a website in only a few days, without having any knowledge of frontend and backend web languages. WordPress does have a bit of a learning curve, but if you have the time to spare, it’s a great option when you’re on a budget or want to get a simple website up fast.
WordPress has a lively community and a lot of documentation to help make it easier for newbies to learn how to build a good website. WordPress is block-based which means no coding knowledge required.
Make sure to add a few eye-catching images and information about your product/service, who you are, how you do business, etc. Add this information in an easy to digest, highly engaging manner. You’ll want a design flow that will keep your visitors engaged and calling you.
A good tip for creating your main landing page is to keep one goal in mind for your prospects. If you want your prospect to call you so you can consult them further, then make sure the landing page strongly sends that message. People are a lot less likely to do something if you don’t ask them. And don’t think that the prospect will make the connection on their own, because chances are, they won’t.
High ticket sales often feels like a losing battle. Your customers’ automatic response is “No”, or worse, “No and leave me alone”. So it’s important to educate your prospects (like I’m doing in this article) with valuable information that will help them achieve the goal you think they want to achieve. The goals of your prospects must align with your product/service if you want this strategy to be effective. Prospects that are coming to you as an expert, and already know who you are, will be much easier to convert into customers.
There is an easier option, which is to hire a team of professionals like my team and I (hint hint) to do the hard work of designing your website and running Google ads for you. If you want to start generating sales on autopilot without breaking the bank, you can book a free consultation call with me below. Otherwise, enjoy the article and I appreciate your support by reading!
Adding Social Proof
When designing your main landing page, it’s important to add social proof as discussed above. You can do this by asking your past/current customers for testimonials. Once you’ve gotten permission from them to post the testimonials on your website, make sure to put them near the top of the page so potential customers see them right away. This helps build trust and establishes you as an authority immediately, making prospects way more likely to do business with you.
With WordPress, you can easily add testimonials by using the columns block. Then add header, paragraph, and picture blocks to make an array of high-quality social proof.
Responsiveness & Design
If you’re new to frontend web development, it’s best to keep your website clean and simple. Use 2 or 3 main colors contrasted across different elements on your landing page. This makes your website look cleaner and is a great strategy if you aren’t a designer with experience creating more complex websites.
Making your website mobile-compatible can be an important step, as it boosts your site ranking and makes it easier for your potential customers to interact with. And since around half of all web traffic is mobile, you’ll be missing out on a lot of prospects if you decide not to accommodate them.
The last step to creating a good landing page is to install analytics tools on your website. For starters you will need Google Analytics (100% free), which is a non-negotiable tool if you want to increase your conversion rates. To get started with Google Analytics Simply sign up for an account, verify ownership of the domain, and install the tracking tags on your website. Once you’ve signed up, installing the tracking tags consists of adding some JS code to the HTML code on your site. With WordPress, you can do this by installing a header/footer code insertion plugin, and pasting the analytics tracking code as instructed. You can sign up for Analytics here: click here.
I would also highly recommend installing recording/heatmap tracking software to your website. This allows you to view each user session’s mouse movements, scrolling, etc. That way you can see what part of your website people are getting stuck on. This allows you to get instant feedback and makes increasing your conversion rate a whole lot easier. I’ve been using hotjar.com, you can use it free for the first 14 days, which is more then enough to test your website and increase the conversion rates. No credit card or payment info required to sign up, which makes it the perfect choice for this type of conversion testing. I’m not sponsored or in any way affiliated with HotJar, but I found their software to be pretty good!
CTA (call to action)
This step is one of the most important. Once you’ve finished designing the basic layout of your website, you’re going to want to add call to action buttons/links to your site. Don’t make them too invasive. No popups or other scammy tactics. Just a simple, clean looking button that redirects the customer to book a meeting with you, buy your products/services online, or whatever else you want your prospects to ultimately do. Call to action is extremely important for your landing page, especially when you’re spending hard-earned money on Ads!
The Fun Part: Running Ads!
Now that the hard part of creating a website and landing page is complete, it’s time to run Google Ads! For those who don’t know, Ads allows you to have sponsored search results on the top of the first page of Google. So when people search for something like “buy product name”, your website comes up. The best part is that you pay for clicks, not impressions. Google Ads allows you to get intent-driven prospects on your website, who know they want to buy a product/service, but haven’t made a choice of provider yet.
This means there is a lot of opportunity to get high-value leads for your business. But be aware that the cost per click of high-ticket related keywords can be very high, so you’ll want to spend a good amount of time on your website & testing before you start to scale the ads.
Since you don’t need to put together any creatives, the process of running ads is pretty straight forward. Start by opening a Google Ads account (if you don’t already have one). Google will take you through the process of creating your first campaign. Make sure to pay close attention to each step, you don’t want to mistakenly go over your budget or serve your website to the wrong target audience.
Selecting campaign goal
I would recommend choosing the sales goal if you are just starting out. Although campaigns can work better with multiple steps of retargeting, it’s better to start out simple and test what works best from there, especially if it’s your first time setting up an ad campaign. As you’ll soon learn, testing is the only real constant when it comes to setting up profitable ad campaigns. So put on your lab coat, because it’s time to get started!
Input “website visits” and “phone calls” (assuming you want people to call you). Input your landing page URL you created earlier to the “Website visits” field. This is where prospects will be directed if they click on your sponsored listing.
Audience & location targeting
Click next, and you’ll be taken to the general campaign settings and audience targeting. In this part of the article, I’ll only be able to give you a general recommendation of settings, since what you pick depends a lot on who you want to target and where you are located. For instance, if you are only interested in serving customers in the local area (which has it’s perks), then you’ll want to specify your location in the settings.
I would recommend not using the Google display network, as it could eat up your sponsored search budget, but feel free to test!
For this example, I set it up so that only people who have recently been searching for your product or service will be shown the ads. You can also set the target CPA (cost per action), which helps the Google algorithm minimize your spending and show ads to the correct audience. The CPA in this case should be the maximum you’re willing to spend per product/service sale, phone meeting, etc.
This is where you’ll want to really pay attention, as keywords are what drive google sponsored searches. You can input your website and Google will automatically generate keywords (recommended), or you can generate/input your own.
When selecting keywords, you can get an idea of the cost per click that you will be paying for visitors to click on your sponsored listing. You can also see the amount of people searching for keywords monthly. To do this, use the Google Keywords Planner, then input the keywords you are interested in.
Headline & meta description
Although I could do an entire other article on this segment of the ads, I’ll keep it fairly short. You want to make sure that the headlines and description text are super intriguing without being deceptive or scammy. This is another area where testing is essential. Test multiple different headlines & meta text at the same time, this is also known as A/B testing.
Here are a few great examples of effective headlines for Google search ads:
Writing the headlines and description can be tricky, but do some keyword research and aim to be as relevant as possible. Try to make the listing not feel like an advertisement, it should feel like a normal website listing, as people will be more likely to click and ultimately convert to customers. Using customized fields in your headlines can also be very effective. Luckily you’re only paying for clicks, so your headlines don’t have to be clickbait, but still interesting enough to warrant a click from a potential buyer.
Time for testing
Now it’s time to do a lot of testing. The work you put into this step is what will separate you from the competition, even if you aren’t particularly good at creating ad copy. Let the consumers improve your click & conversion rates for you with A/B testing.
When it comes to profitable ad campaigns, what works for somebody else, may (or most likely may not) work for you. I’ve personally tried a lot of different ad campaign strategies based on advice from gurus or people saying there is only one way to run profitable campaigns. I’ve never had success when following a predefined strategy from another person. The only true constant in advertising, is constant testing, and evolving your ad campaign strategies over time based on the response from your target audience. This is how my team and I have been able to increase ROI of our clients by as much as 642% with Google AdWords.
Set up 5-10 of the search ads with low budgets on each ad ($10-$20 each). Test them for a day or two until the budget for each ad has run out. Then compare the results, whichever ad has the highest clickthrough rate is the one you’ll use. Then you can test variants of the best preforming ad and make small adjustments to it. This is how you successfully increase the clickthrough rate of any good ad campaign. Letting your target audience decide which ad they like most, is by far the best method for increasing your conversion rates. The type of ad and audience that works best depends on your business, so keep testing until you hit the mark.
To increase conversions, you’ll use the analytics, recording, and heatmap software you installed previously on your landing page. Look for patterns in user session recordings. If you see a pattern of users clicking off your website when they first land, then the first image/graphic/text needs to be more intriguing. If users are scrolling and leaving after seeing a certain section, then revamp the section. You can A/B test your website as well as your ads. For example, you could send 50% of traffic to one version of the landing page, and 50% to another. Change attributes about the two versions and test which one works best. Rinse and repeat until you’ve gotten your conversion rate down to a science. When it comes to PPC & landing pages, testing really is everything.
Don’t feel like doing all this yourself? Hire a team of professionals instead!
If you’re looking for a professional team to do the heavy lifting for you, book a free consultation call with me so we can start working on a customized plan to generate more sales for your business.
Bonus: How to get $600 in matched ads credit
Right now, in February 2022, you can get $600 of free Google Ads credit when you spend $600. This offer probably won’t last forever, but it’s a pretty sweet deal that allows for extra testing and profits. Especially if you recently started your business.
You can find it by searching “$600 free ad credit Google Ads” in Google. I’m not sponsored, compensated, or in any way associated with Google.
Now that you have an idea of how to build your website and run PPC ads, it’s time to get started. I hope you enjoyed this article and found it useful in some way, even if just for inspiration. Don’t quit, and you’ll have a high-converting lead source that could last a lifetime!
Aiden – Owner of SEOT Technologies
Ready to get started on your landing page campaign? Get in contact with me so we can start working on a plan to generate more sales for your business today!