What's true and false in this and other excuses Google AdWords
€ 300,000 spent on clicks.
To be exact, 309,876 euros. This is what we spent, sorry, have spent our clients in Google AdWords.
If 50 million pesetas will not look like much, I give you the reason. It is not only a drop in the pool of coins from Uncle Scrooge: Google revenues $ 6,670,000,000 in 2009 alone. And rising. Investment in
sponsored links (in Spain amounts to about AdWords) and is over 55% of the online advertising pie (the other 45% are graphic formats, banners, etc.), according to IAB for Spain. It seems that the balance will continue leaning more towards AdWords and less for everything else.
After seeing this it is difficult to say that "AdWords not working." And yet, true. In many cases it works. But let us see why, looking at this and other excuses that are said to not be a Google AdWords seriously.
1. "AdWords Works"
I once read that a stock analyst, much of the glamor, fame and fortune, he acknowledged that his predictions did not always work. Surprising, because it seemed the King Midas touched actions, actions that turned into gold. He admitted
not infallible and was content that 2 out of 3 predictions were correct.
With AdWords is the same. It is not for everyone. If you wish to sell Chupa-Chups possibly have found difficult. Last month there were 210 searches on Google with the term "buy lollipops." Is not even 10 a day. Is cheaper to put a store at the exit of a school.
products and low price momentum (lollipops, umbrellas for rain, ice cream ...) do not usually have great success in AdWords.
But if your product solves a problem, fill a clear need or a question, then things change. And the more complex and expensive than it is what you sell.
Our experience happens to us as the broker, not all AdWords campaigns that assemble or optimize performance, but we are more or less in the proportion of 2 of 3.
2. "I prefer to" SEO Takes
and me! It would be foolish to pay for something that can be free.
American company selling coffee over the Internet with millions billings boasted most of their free traffic source, through the Google organic results.
was put on sale, waiting to be gold and when the investor analyzed were stunned with their verdict:
- "We are not interested. A business that depends Free tours exclusively is not a business. Nobody can guarantee that tomorrow, by a Google algorithm change, sure to have visitors, stop there. Too risky. "
At any rate, free visits, day in and day out, not only desirable but many companies make it. But as we are here to flatter AdWords, we will load the blame on SEO:
- natural or organic results of Google, the left area is where everyone wants to be. The problem is that not everyone can be: if you sell "swimming pool filters, you know that there are 3,890,000 pages fighting for that keyword in Google. And thank you do not sell "credits" (37.2 million pages).
- Many people say they only look at the results of SEO. But that's not true, the campaign CTR prove it. What's more, there are users that are no more than SEO blogs, articles and opinions when they are looking for a shop.
- SEO is uncertain and slow: it is a bit depressing when the effort invested in SEO for weeks sometimes you just get past page 14 of results 3. Zero visibility in both cases.
- With AdWords you can get to appear on the tops of the organic results, less clicks to them. Much of the reluctance to advertising do not realize that they are sponsored links and click.
- With SEO you can try to optimize your site ... for how many keywords? 10? ¿20? With AdWords keywords can be 100, 1,000, infinity, infinity x 2. All for $ 0 extra.
In any case, both SEO and SEM (AdWords) are complementary and should do both.
With information from SEM SEO can make it better. Even, it seems to do better SEO SEM, something that Google will never admit.
3. "AdWords is expensive"
If we compare the costs of 2005, when we start in this Adwords, with the current, there is no doubt that those € 0.05 per click are science fiction. At least for most businesses.
And everything points to make it worse. More firms enter, the more pressure on the bids, more costs for everyone.
But like all advertising, nothing expensive or cheap. Cost-effective ways and means but not profitable.
The problem is the wrong approach inherited from conventional advertising. This is based on outmoded advertising cost impact and seeks to reduce this mass distribution unit cost. But why would I want the crowded store if nobody buys?
AdWords The right approach is the cost per conversion, not the cost per visit.
other words, if I invest € 1 AdWords and € 1.5 sack, it's worth. And I do not care if the cost per click was 0.05 € or 0.5 € euros.
We have examples of campaigns paying more than one euro per click that are successful and others who pay ten times less per visit is a real waste.
I think you're watching: AdWords success depends not actually own AdWords but what comes next.
depends on what the tour is that you clicked on a link patocinado. That is, depends on the ability of the web site, web page or microsite to turn what was a cost into revenue.
AdWords is the commercial open the door. But the sale has only just begun.
4. "AdWords is not for me"
Before stating something so overwhelming, I guess whoever does will have made the following findings
.
- will be looked at how many people are looking for your products or services on Google. Each month may have thousands of people who are searching but not
- will be watched many of your competitors are already doing business on Google. The more you have, the more business you lose.
- A check irritating: find your own brand on Google. Nothing is more exasperating to see that not only are you not participating Party but also rob you of you looking for you.
Despite the interesting thing about these tests, the only test that counts is making a real test.
A client engaged in the manufacture and sale of machinery had everything against them: few searches and no racing. Look bad.
Still, the campaign worked so well that Christmas dinner commercials talking about how happy they were to have so many tokens of potential customers (leads), tokens which allowed them to do without some of the resource of cold calls.
In fact, the only complaint we got was "Can not we get more contacts of these?"
5. "We put ads on Google and foremost a disaster"
With an editorial just a campaign in search engines has been a disaster.
After more than 500 euros spent on clicks we had to stop because the numbers did not come out.
But AdWords is not just advertising on search engines (Google, go). There is a universe far more vast: the campaigns of content, that is, ads on web pages as part of the AdSense program (yes, Google), the largest advertising network on the Internet.
This network we rent the advertising space to place sponsored links text or graphics (banners) and that's what we tested for this editorial, without much faith, I must say.
What a discovery!
is becoming one of the most successful campaigns I can remember. Each day involves about 50 leads and cost 10 times less than the ruinous campaign in search engines.
However, AdWords is deceptively easy. Many who try it, serious mistakes and end up clinging to some of the previous excuses to shelve the campaign. In the next article we will see the 5 biggest mistakes and how to avoid them.
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