If you're a small business you probably have a website and you've probably been approached by AdWords and SEO experts. Just to clarify, AdWords and SEO are simply, ways of getting more people to find your website on the internet. But they are not the same thing, exactly.
AdWords is when you pay to have a small ad for your business show up on an internet search and get someone to click on it. You pay for each click. This is also known a pay-per-click (ppc). SEO is making your website more visible to Google so that people will find it when they search for products or services you offer. It's call organic search and you do not pay for it.
Basically with AdWords, when someone searches for services using words that are relevant to your business, your ad can appear on the google results page. If they like your ad and click on it, you get them to your website.
One thing I learned when I started to
teach myself about Google Adwords – it’s definitely not for nerds. What I mean by that is this. Yes it does take oneself into the realm of nerdism, from the perspective that you spend lots of time online, on Adwords.
Listen, anyone can memorize Adword definitions. Words and phrases like “keywords, negative keywords, cost-per-click, click-through rate, display and destination URL” and so on are worth knowing. You must know what all of these plus a hundred more mean before you can even think about running an effective Google Adwords campaign. And knowing all that stuff is the real Nerd’s Achilles heel. His weakness is that he knows all the tech stuff and not much of the marketing stuff.
Ask an Adword Nerd what else he knows and he’ll give you more definitions. Ask him about the strategy and he’ll tell you, uh, oh, to create the most relevant Adwords ad and use the most relevant keywords to help customers find you….or something like that.
Adwords Aren’t For Nerds
And that folks, is the nerd’s Achilles heel I mentioned. The Adword Nerd knows everything about Google Adwords and not much about three really important marketing areas.
The Nerd doesn’t normally know anything about media, has no clue about creative and knows a thimble full about consumers. It you want your company’s sales to grow Adwords can be an important tactic. But, make sure you or your consultant know more than the definitions of Adwords terms.
You owe it to your company to work with an experienced marketing person, not just an Adword Nerd.
Find out what we know about Adwords besides the definitions. Give us a call.
AdWords is not inexpensive for two reasons. One, you need to have a budget that will get you enough clicks to help you convert them to sales. Two, you absolutely must spend lots of time working with your AdWords campaign to update and fine tune it.
It isn't the intent of this piece to teach you how to become an Adwords expert. That's a whole different discussion. The intent here is to advise businesses thinking about AdWords, that it's an excellent way to build traffic to your website but it takes a large time commitment and reasonable budgets to get measurable results.
If you want to learn how to become an AdWords expert let us know. We can set you up and give you advice on how to manage your campaign. Contact us at firstname.lastname@example.org