Should A Small Business Use Google AdWords?
The answer is simple…no.
What is Google AdWords? It is the advertising arm in the Google search directory where you can pay to purchase small ads in the right column of any given the search results page. You pay for placement according to key words. So, you have to try to determine what search words someone would put into Google that you want your ad to match up with.
I have experimented a little with Google AdWords and it really is just that…an experiment. First, one of my big questions for you reading this (small business owner or not) how often do you click on the ads in the right column that come up in Google when you search for anything? I really would like to know.
Do you click ads? I almost never do. Mostly because I know they are ads and that the advertisers are trying to get my attention. I usually (95%) of the time rely on the search results themselves.
As a marketer, I think there is more value for a small business owner spending their money on hiring someone who will work to optimize their web site with key words, proper meta tags, Google site maps, and all-round proper SEO (Search Engine Optimization). If this is done well, then the results more often than not more beneficial than paying for Google AdWords.
There may be times you will try to experiment with this medium to see if it generates traffic referral and ultimately sales to your business. I think it will work for some industries more than others. I would not make it a primary part of a small business marketing budget, but perhaps a supplement. If your business is “medium” or larger then the strategy might change. Most small business owners have limited advertising budgets and I really think there are more targeted and beneficial ways to invest those advertising dollars.
Google is enhancing their AdWords program you can read more about this on TechCrunch.
I welcome your thoughts and please share any stories you have of your experience with Google AdWords. I would certainly love to hear some success stories so we can learn from those who have had great experiences using this new advertising medium.
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http://highcallingblogs.com/about/marcus-goodyear Marcus Goodyear
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http://highcallingblogs.com/about/marcus-goodyear Marcus Goodyear
