Google Adwords is often quoted by as being a black art only known to a few. It is possible to lose money with Google Adwords which tends to reinforce the idea that success is due to magical powers! But a scientific approach – with a little artistry thrown in – is what yields hugely profitable results.
Adwords can be a “waste” of money if you do not have mastery over your campaign.
Whether or not you have a bottomless marketing budget (and who has?!) Google Adwords is the perfect way to experiment with keywords. All the Google tools available for free means that you can test every detail of the ads, and landing pages. I am often asked about the attitude required to be successful with Adwords and it certainly includes being willing to keep on learning and have a scientific approach based on results about campaigns to keep and to abandon.
I really enjoy the fact that Google rewards intelligence and persistence. It levels the playing field between big companies and entrepreneurs, and creates opportunity.
The cost paid per click is influenced by your campaign performance. Typically in television advertising you have to pay more for advertising round a popular show, so although you get more leads you have to pay a higher price. The wonderful thing about Google is that if your campaign is successful and delivering relevant results you end up paying less per click, you get a better position on the page, and effectively can beat competitiors who are paying more.
All this needs to be set up with a scientific approach to detail, but the quality of your copy and the emotional appeal of the product all play a large part. Finding the tone of voice and the emotional needs of your prospects is not a black art but it is art.
Add that to a sophisticated scientific approach to your campaign and your Google Adwords campaign will seem less like a black art, and more a martial art.
Tue, Nov 10, 2009
Google Adwords