Marketing Advice & Reflections
Why AdWords Biggest Advantage is also their Biggest Disadvantage
So you're running your business. You've put everything into getting it to this point. And now you're ready to embark on the next step - getting more customers. Everywhere you look people are talking about Google AdWords - Heck, you even got a voucher through the mail.... if you spend $25 Google are going to give you $75!
How can that be a bad deal?
And it's simple. Google are going to walk you through it... So you open the box.
OK - What do I need? Website - check! Credit card - check! Wow - that's it!
Five minutes later and your ads are running on the worlds biggest advertising medium. Fantastic!
And this is Google's biggest advantage - it is readily accessible and offers a level playing field so that small businesses can compete with the "Big Boys" online.
The ads sent 300 people to the website - but no-one called, no-one bought anything, and, maybe there's something wrong with the contact form (must check with the web guy).
And this is Google's biggest disadvantage - out of the box it just doesn't work.
This is a little like someone walking into the BMW dealership and buying the top of the range X5. But they don't have a driving license and have never sat behind the wheel of anything. But everyone else is driving around - how hard can it be, seriously? And the guy who sold the car just explained how it works - put your foot on this pedal to go - this one to stop and turn the wheel this way to go right and this way to turn left - there you go - Enjoy!
I'd watch that on YouTube.
Without a minimum of tweaking it's hard for any AdWords campaign to be successful. As a result many business owners reach the conclusion that it just isn't for them. It doesn't work for their business - or in their town, or for their sector, etc.... and Google lose a customer.
As anyone in marketing will attest, customer capture is important, but customer retention is key to success. A model which is destined to alienate a proportion of customers is worrisome.
Some years ago, where the costs per click were counted in pennies this may not have been such an issue - but today, where a click might cost the same as a good lunch it will turn new customers off much more quickly.
If I spend $500 and get 5,000 visitors to my site - I am likely to blame my site. If I spend $500 and get 20 visitors to my site, I blame Google.
The reality is - I should probably blame myself - and go hire a PPC professional... but that's the least likely course of action.