Why Use Google Adwords to Generate Leads

Why is Google so Important?

• Google gets 92% of search Engine traffic in Australia, this is split roughly 75%/25% between the organic search and the adwords search, in other words on average 1 in 4 visitors to the Google search results pages click on an adwords ad.
• Most people are using Google everyday to search for things they want to buy, places they can go to buy that product, places they can use a service,information and trivia.
• Virtually anything we want to know we will find an answer in Google, i say an answer because for many questions we have there is no absolute answer eg. Who is the best Dentist in Brisbane(it would help to know this before we trust our open mouths to the person inserting sharp objects inside it). Using Google will give you immediate information on how to resolve your query so it is vital any business is looking it’s best in this environment as first impressions really count.

Why not just use SEO to generate leads?

• Search Engine Optimisation is very powerful, considering 75% of people on an average Google search results page will be clicking on the organic rankings, if you rank in the top 3 for the search term you stand a very strong chance of being able to deliver your message to that potential customer, HOWEVER, SEO is unlikely to be able to cover all search phrases. Typically a good SEO campaign will focus on between 10 and 100 primary search terms(depending on buget) with another 100-500 secondary phrases. A great result for such a campaign would be to have the website ranking 1-5 for 50% of those phrases within 6 months. However from day 1 a well setup adwords campaign could be targeting hundreds or thousands of phrases immediately with a cost only being incurred if a potential customer clicks on your ad.
• The level of tracking and analysis that Google provides in its Adwords analytics interface is extraordinary. Imagine a newspaper approaching you with this sales pitch: “We offer to show your advert only to people who are interested in it(ie have to jump through hoops to even get to it in the first place)…………..AND we will only charge you a fee when they look at your offering connected to your ad. Imagine if the Yellow Pages became transparent and today offered all business owners the ability to advertise in their big yellow book(in amongst hundreds of your competitors) and you only paid them when somebody actually requested to hear what you have to offer and beyond that YP reported to you an enormous range of metrics that anybody interested in marketing would consider the key to unlock “customer behaviour” allowing them to refine and tweak future marketing campaigns.
• Adwords has developed into a marketing no-brainer, the sophistication that has resulted from constant fine tuning of the system has now rendered most other marketing media second class.
• There are many studies in the USA that show combining adwords and SEO has an impact considerably in excess of adwords or SEO alone as well as giving a deeper understanding of customer behaviour through 2 sets of analytics.

Why Does Google Adwords need Professional Ongoing Campaign Management?

• The system is now so sophisticated and provides so much feedback that without constant management and refining and tweaking the campaigns you will only ever be running your marketing effort at 30-40% of where it could be. This 30-40% alone may well provide the best ROI you have ever acheived from a marketing campaign but just imagine what it could do for your business if it were managed to 80-90%(acheiving 100% perfection is impossible, the very best management can only ever aim at 100% but there will always be scope for improvement).
• The new features of the Google Adwords Advertising system such as being able to show YOUR ad to YOUR potential customer only on bbc.com,cnn.com,yahoo.com…….. will only ever be understood and leveraged correctly by experts, people who are managing a range of accounts,seeing a range of things happening in the marketplace and drawing conclusions to feedback into their clients campaigns. These tools are so sophisticated that setting them up with one element not optimised will render them considerably less potent than doing it correctly with best practice that has been generated through experience.
• What is the cost to your business for your adwords account to be mismanaged for 1 month, 6 months, 1 year, 5 years…..the answer is you will never know just as you will never know how much more profit could have been generated by adwords and SEO if you had taken your Telephone directory marketing budget from last year and pumped it into Google marketing  BUT for sure we know it would be several hundred percent.

Tagged as: Google advertising, Google adwords setup, PPC management, Professional Adwords management