Adwords and expectations...
Adwords and expectations...
In recent months I've been working with several clients I felt needed to shift their thinking away from viewing Adwords as the be-all-and-end-all of their sales & marketing.
Don't get me wrong, Adwords is an extremely powerful marketing tool. However for some businesses, throwing all of their marketing resources at PPC advertising can be a very one-dimensional, if not flawed, strategy.
Adwords' strength lies in providing awareness, consideration and lead generation. It won't convert a consumer into a client for you no matter how hard you try.
So let's think about it. Adwords has just helped you pick up a new prospect by enticing them to visit your website with a well written ad - but then what?
What will that visitor do now they've arrived at your site?
Is your site and your product or service even ready for them?
Adwords clearly has done well by targeting then landing a prospect right on your "doorstep" but it's now up to your business to get this website visitor across the line.
I believe it's this expectation that Adwords will do all the heavy lifting from awareness to consideration right through to buying that leaves many business owners dismayed with its effectiveness. The truth is, most digital marketing consultants fail to explain to business owners that traffic only forms one side of the equation.
What you really need when you're considering PPC advertising is for someone to explore your entire business model and how it satisfies consumer needs at every point along the buying process.
That's why my consultancy goes much further than just writing and placing ads.
I can look at almost every facet of your business if need be. Price points, campaigns, follow up phone calls, database management, freight, unique selling propositions and branding to name just a few. Doing so means I can maximise your returns and reduce your costs on PPC advertising.
After all, traffic is one thing. Making money is another.
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