Using Google AdWords? Think again.
There are 5.9 Billion searches placed daily on Google.
If you are either a business owner or a marketing director of a company, it is safe to say that you would like to tap into a small portion of these searches and drive them to your website, correct?
Since Google is the number one search engine, the first thing that comes to mind for you is to advertise there.
So to immediately get this going, you quickly begin your keyword research, pay for designated search terms relevant to your product or service so that you (just as you had hoped) can be placed at the very top of Google, like so:
STOP THE AD! RIGHT NOW!
This is not the best option for you.
We want to give you some advice on why AdWords is ineffective, and hopefully it helps.
(If you have questions after reading this, PLEASE feel free to contact us):
Truth: Unless you have tens of thousands of dollars in your marketing budget to spend every month on advertising, it truly, truly, truly is a waste of money.
Here are the caveats to AdWords and Pay per Click:
Problem #1: AdBlocking
AdBlocking Software, which is an easily available installation from major browsers (Internet Explorer, Firefox, etc.) has been found to be associated with over 20% of searchers.
This simple installation removes most advertising from web pages, including (but not limited to): banner ads, text ads, sponsored links, and more.
What does this mean for you? It means that your hard earned advertising dollars that are currently being invested into AdWords, are not being seen by over 20% of your target audience.
Problem #2: Searchers are Ignoring your Ad
According to an eye tracking study done on Bing & Google in 2011, 70-80% of searchers ignored paid ads completely, bringing us big insights. Searchers are directing their clicks to organic search results (non-paid.)
Problem #3: Not Every Searcher is Ready to Buy
Unfortunately, not everyone searching for your paid keyword is in seek of your products or services.
For example, Bob in Westlake Village, Ca. has just done a search on auto insurance. He is your target audience if you’re an insurance agency in Westlake Village that is investing in AdWords right?
Bob searched for auto insurance to learn about the differences between full coverage and state liability insurance on Wikipedia. He had no motive of purchasing auto insurance, making him a part of an ineffective pool called your Google “target audience.”
When you pay for an Ad Words campaign, your objective is for those searchers to come buy your product. When your target audience isn’t ready to buy, and making searches such as Bob, your ad words campaign has immediately defeated its purpose.
I am doing it all wrong.
What is the Answer then?
Of all three reasons listed above, the one you can begin combatting today (and in a much, much more affordable way) is number 2,
“Searchers are Ignoring Your Ad.”
The best way to combat this caveat is with an original content marketing plan on your website that is key worded and optimized for search where people are actually looking.
If you have further questions, or need help with an online marketing strategy for your company via original content, contact us today to set up an appointment as original content remains the powerhouse behind Stratosphere Marketing Solutions.