Failing With Google Adwords

• Posted by Wasim
• In Speaking Out

So why is Adwords superior to traditional direct marketing such as TV and Radio, magazines, direct mailers, billboards etc?

It's really quite simple to see the distinction... when you put up a billboard or send out physical mailers, often you are hoping and praying that the person looking, wants what you are selling.

When a Google Ad is carefully crafted, need is already factored into the equation because you already know the searcher is looking for what you have because they are searching for it.

Now before I have direct marketers start lining up to bludgeon me with Titanium laptops, I am not saying billboards, radio and mailers are not useful. For many businesses, there are just better ways to leverage a marketing budget using internet marketing, with traditional direct marketing techniques as a secondary tool.

Since you live or die by your ad on the internet, this means your little three line ad and the search terms that are connected to it are where it can all break down or where it can elevate you to the next level.

While it is simple to start an Adwords account, there are pitfalls and dangers like in any business or marketing endeavour, but they can all be circumvented with experience and know-how. I have taken over some Adwords accounts that we set up poorly in the past years that were bleeding money like a sieve because the individuals who set up the accounts either:

1) Did not have a thorough understanding into the customer's point of view.

2) Lack deep understanding of the technical aspects of Adwords management and tricks of the trade.

These businesses essentially thought that you could pop in a few search terms, throw an ad together and wait for the people and profits to come rolling in. I'm here to tell you that sadly, it just doesn't work that way. "Set it and forget it" is not how Google Adwords is done.

An example: A client set up his own account and accidentally set up $5 per click instead of 5 cents per click. Within 3 days he had burned through his $1000 budget for the entire month! You get what you pay for in terms of experience and knowledge when maintaining and creating internet advertising.

Something that I have frequently accomplished for existing Adwords clients would be to increase their conversions while decreasing their monthly budget significantly, sometimes as much as 50%. Sometimes you don't need to spend more money to make money, sometimes you just need to spend smarter.

It boils down to two spectrums of business people.

1) Their are the ones that want to do everything themselves and save money on such "frivolous" items as attorneys, accountants and other professional consultants and always opt for the college student or the friend of a friend to "optimize expenses". These are the do-it-yourselfer type but unfortunately, this approach can be a problem for many reasons and can lead to burn out or failure.

 2) The other type of person surrounds themselves with intelligent, capable people who are the best at what they do. This approach let's them do what they do best which is run their business and free themselves up for a little orbital thinking instead of living and dying by their to-do list. If you own a business and you have the time to sit down and learn everything you need to create optimal online ad campaigns, then I for one salute you. You are my hero, I just want to know... where do you find the time for all this if it's not your primary business?

To be honest, Google's Training Library which I linked above is just scratching the surface on what you need to know because what Google tells people on their websites is what you have to know, but to really succeed at campaigns you have to find out what they don't tell you, the kind of thing that you learn from setting up hundreds of accounts...thats where the real results are.

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