When a business finds that its advertising is being welcomed instead of ignored, it is an opportunity worth investigating and taking seriously. One of the key benefits of advertising with Google AdWords is that instead of buying an ad and hoping to get noticed, the money is spent on reaching out to consumers that have already expressed an interest in your product or service. Okay, while that is not a guaranteed sale (people click for the strangest reasons at times), it is a pretty good place to start selling. A prospect who is interested (warm) is better than a cold call.
The “Big 3,” Google, Bing, and Facebook, all sell advertising programs that are fact-based instead of speculative, meaning they have gathered data that indicates if users have interest in something based on their past Internet activity. Previously, it took a lot of market research to determine the best places for companies to advertise to reach a targeted market. With a Google AdWords campaign, it is a matter of setting it up, reading the reports, and then making the necessary adjustments.
Interested Consumers vs. A Hit or Miss Audience
With traditional advertising, there has always been a work-around solution to overcome people not wanting to watch or read advertising, and it is about as subtle as having a bucket of water poured over you. Deluge them with the content, and then hope it reaches enough folks who are interested. That is why the same TV commercials keep popping up again and again and again. At best, this methodology is akin to gambling; that is, thinking that if you spend enough money trying to market to the demographic you have profiled as buyers, they will buy.
Conversely, with a Google AdWords campaign, instead of hoping to be noticed, prospective customers are trying to find you. So, instead of your advertising being viewed as a disturbance or an interruption, people are interested and want to know more. And that is the biggest difference-maker when comparing AdWords to traditional advertising. It is interest-driven instead of speculative placement.
There’s an axiom that states while folks love to talk and shop, they also, and likely even more so, hate being sold stuff. This is especially true when they are not interested in your product or service.
Interest is the wild-card variable; it is difficult to measure, gauge, or predict. It is the one component that traditional forms of advertising, such as TV, hard-copy magazines, newspapers, and other forms of online advertising, such as buying space on a website directly, have never been able to address. It is the elephant in the living room; it has been the flaw or the missing link from day one in the advertising process.
Thinking big is vital, but spending large will crush you unless there is an adequate return on that investment to substantiate it.
Instant Feedback vs. Wait-and-See
With a traditional advertising campaign, it is difficult to calculate effectiveness; it is a wait-and-see proposition, especially with offline options. Now, there are various forms of analytical software that can measure the effects of other forms of online advertising, but nonetheless, it is costing you money regardless if it is working. There are no do-overs. So, if an ad is not working, it is costing you money regardless of its results.
Measurable Results with Google AdWords
There is a lot more control with Google AdWords, as there are various reports that glean information instantly on the performance of an advertising campaign. Google provides an overall quality score of an ad. This report provides a 1-to-10 rating system, gauging the results generated from your ad’s keywords, ad copy, and landing page. There is no waiting period. If the score is low, adjustments can be made on-the-fly.
Another report available is the click-through-rate report, which indicates how many people clicked on an ad and saw it. Google also provides a cost per conversion report that states how much was spent to get a consumer to take the desired course of action in an ad for a search campaign. The conversion rate report shows how many people clicked on the ad and took the desired action. Combined with the cost per conversion report, this can be used to determine if the campaign was effective.
It all begins with keywords, relevant content, and landing pages, and then interpreting that information and making the necessary adjustments to keep your commercials relevant so that people interested in your products or services will find you.