I have to say that even though I have seen some businesses be hugely successful using Google AdWords, I have also seen some who have not. Based on this, I strongly advocate not leaving your pocketbook open to Google as they will try to spend every cent you allocate for clicks.
These are my tips for business owners:
1. If you are new to AdWords set aside a budget of $500 to $800 for clicks for a 30 day period for a testing time frame of at least three months.
2. Don’t start on AdWords until you have conversion tracking in place to measure leads generated by AdWords.
3. If you do not have a website analytics program installed, install free Google Analytics at least two weeks prior to hiring your account manager. Help them do a better job by identifying what is happening on your website in regards to traffic and keywords.
4. Use a professional account manager for your AdWords keyword research, ad text creation, and account management. The input that a professional manager can give you will help you to better understand how to market your business more effectively based on click activity and trends that they see happening from the activity in your account.
5. Don’t give up after just 30 days of traffic. Plan on really giving it a go for three months. Then if you do not see results from an increased number of leads, close your pocketbook and move out of Google AdWords and try another marketing approach. You may want to consider organic optimization, email marketing, blog advertising, or even print media advertising depending on your product or service.
It simply makes good business sense to feed with your cash investment things that provide a return for your business. Do not fall in the trap of paying Google for clicks on AdWords if the activity is not providing results, but be realistic about the results you can expect from your AdWords program as well.
AdWords can really work for you, I’ve made it happen for clients, but for some, AdWords is simply not the most practical approach. You will however not know if AdWords is for you unless you really make an honest try.