Interesting and possible controversial are my tips on how not to use AdWords and blogging in this newsletter. These are just my own personal observations from years of experience.
So does that mean you shouldn't try AdWords or blogging? Absolutely not! But try them when they make sense for you and after you've had a chance to chat with an expert in regards to how workable of a strategy they are for your budget and visibility needs.
I am always here to help if you would like to chat about your business needs, just give me a call at 301-705-7303.
So often a prospective client approaches me for Google AdWords Services as they have heard AdWords is great for lead generation. But, sometimes a prospective client may need a quick review on how not to use AdWords. Here's my short list to help demystify what AdWords is and is not.
How Not to Use AdWords
1. Do not use AdWords if your ad budget will preclude you from participating in the "real" money keyword auction. If you want to spend $1,500 per 30 days and AdWords says your keywords need a maximum cost per click of $23.00 to appear on the first page of results, do not expect to get lead conversions as your program will only show on peripheral keywords and so the traffic you get from AdWords may never convert to your expectation. If your budget is this low and your click cost that high, consider investing instead in AdWords Express or other forms of low cost advertising like Facebook or Twitter ads, or consider AdWords Display advertising.
2. Do not use AdWords if you are already having money issues. It can take sometimes as long as 60 to 90 days or even longer for a program to really start generating leads and sometimes the reality is that the leads generated are lower than a prospective client may have expected. Understand that the conversion rate of a typical ecommerce store is under 2%. Do not move into AdWords expecting conversion numbers of 20% or higher when they may really be closer to 2%. And remember, as the cost of your product or service moves up your conversion numbers will move down.
3. AdWords is not really the place for a business that is already floundering financially. Google will spend whatever you allot to it without real regard for your desired conversion dreams. Get your account manager to help you understand the average cost per click and potential conversion numbers before you start advertising. Although your results are all dictated by the auction marketplace, if your product and services are over priced and are not selling for other market driven reasons, promoting them on AdWords will not bring sales. Fix the real problem with your sales and market competitiveness first.
What AdWords Really Can Do
1. AdWords really can drive leads and grow your business! That's the good news. I've done it and seen it happen. The key is to be competitively priced, offer something for sale or as a service that is of value -- AdWords can expose your products and services to a wide audience that you may never have been able to reach without it.
2. Your AdWords program can pay for itself and generate profit for your business. It does not happen the day your program starts running typically -- although I have seen it do just that for some businesses, but for most sales and leads typically happen in week two or three after start.
AdWords is hands down the best lead generator that I have found for my clients and I feel that it provides reach and exposure that is unparalleled. But your budget must be high enough to really be able to support performance based on your industry. A software firm that spends $1,500 a month will get very different conversion results than a similar software firm that spends $8,000 a month for clicks.
So often a prospective clients approaches us for blog writing services as they have heard blogging is great for their website visitors; to provide value to readers and to build links for search engines. But, sometimes a prospective client may need a quick review on how not to use blogging. Here's my short list to help demystify what blogging is and is not.
How Not to Use Blogging
1. Do not use blog posts as brochure content. Posts that are repetitive about your services or loaded with keywords about your services as seen by search engines as having no value and defeat the purpose of blogging which is to create slow natural link growth. Who will want to link to posts all about YOU when they may want to be selling their OWN services?
2. Blogging does not typically drive lead traffic. Read number one again. If a post is all about you and simply repeats content from your website, it is doubtful that a prospective client would have landed on your blog first or would find you in the search engine results and then convert from your blog. That client will typically first find your website and convert from there. If you are really looking for leads, blogging is really not the best fit for your investment rather Google AdWords would be a far better investment.
3. I do not recommend using blogging with the focus of picking up content from other sources and pasting that content into your blog post field. You unfortunately are not fooling search engines into thinking that your content is unique, of value, linkable, and for that matter index worthy. If you use Copyscape Premium and find your same content that you selected online for your blog post already at 20 or 30 sites you may actually damage your own organic placement. Blog post should be unique content created to provide value to your readers.
What Blogging Really Is
Blogging is great for building value for your readers, growing your website link numbers slowly and naturally, improving user time on your website, can lower your overall bounce rate, and creates authority as a subject matter expert for search engines. It is not really a great lead generator and when used inappropriately may even hurt you with search engine placement.