People’s views on Google Adwords Pence Per Click marketing don’t vary much. Mostly they sound something like this;
- We tried it once, and it didn’t work, its a waste of money
- We think it’s working, and so we keep a regular spend
- We know it works, and can’t spend enough on it
- We think it might work for some people, but probably not us
We don’t think we’ll hear much from the third group – success is a closely guarded thrill. They’re not exactly going to want the competition (it’s an auction).
Why your Adwords campaign didn’t work properly – multiple choice.
a. You got tempted to advertise for very broad and unspecific terms, and overspent on aimless internet wanderers.
‘Broad term’ searchers don’t know what they want yet, ergo there are longer sales cycles and real prospective purchasers are more thinly spread amongst people who have yet to decide anything.
There really is an art to choosing the terms to attract visitors with. We call it Keyword Dynamics.
b. You didn’t spend quickly enough and it all seemed a bit dull and uneventful.
Although it’s natural to budget £50 per quarter to see if it works, it’s probably better to spend it in a couple of weeks if you can. That way, you’ll know how many leads you get for your £50 by Month End, instead of next December.
c. Your website doesn’t have enough information/looks like a brochure.
Visitors want information, they’ll get it elsewhere if you don’t give it to them.
But the better news is they will care enough about those who give it to them, to give them a chance when they’re ready to buy.
It’s wrong to think that people won’t read. When there’s money to spend, you can’t believe how interesting everything on the subject suddenly gets.
d. You didn’t have a clear idea of what you wanted visitors to do when they landed on the site
Calls to action, are a good start, but more importantly, have you pointed people to the information they need to help make a decision?
Hint, if you don’t believe us yet, that’s normal, we only just met. Perhaps you would prefer to get to know us over a period instead?
