BNR Website and Digital Marketing Blog

BNR Branding Solutions is based in Huntersville, N.C., and is a full-service web development and digital marketing company.

Tuesday, 29 December 2009 20:46

We tried AdWords, it didn't work

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Last week I wrote about the people who say “I never click on those links.” Of course, for every one of those I also hear “We tried AdWords, it didn’t work.” Now, I will be the first to admit that AdWords is not for everyone, but more often than not, it’s not that AdWords didn’t work, the problem lies in the execution of the campaign.

It’s fairly easy to pick out the people who tried AdWords on their own with poor results. You start asking some basic question – How did you research the keywords you used? What were your criteria for promoting or demoting keywords or ads? How did you come up with the dollar value for the goals you set up? You did set up goals right? If their eyes glaze over, chances are they did it wrong to begin with.

Running your own Google AdWords campaign can be a very expensive lesson to learn. Most people don’t realize that, while it is a simple concept, millions of dollars of research and testing goes in to maximizing AdWords. Most people don’t know that there is a certification course Google offers to set the experts apart from the hacks. If you know your AdWords the certification is not particularly hard, but chances are that most people running their own campaigns would fail the certification miserably.

Most people also don’t realize what they are up against when they decide to run an AdWords campaign. All of the big reputable campaign management companies utilize some sort of campaign managing software. Rather than dozens of keywords and a few ads, they will run thousands of keywords and hundreds of ads. Not only do they run an order of magnitude larger campaign, but they also do A/B testing and real-time analysis to determine which ad and keyword combinations result in the most ROI. There simply is no way a business owner can hope to compete with that type of technology and still have time to run a business. Or eat, drink or breathe for that matter. That doesn’t even include call recording and analysis for the visitors that pick up the phone once they get on your site. All of this can be yours for an average of 15% of your ad buy.

The fact is that any reputable PPC management company has far more resources and expertise than a business owner making their first foray into online marketing. You wouldn’t want the PPC guy working on your water heater any more than you would want your plumber working on your PPC campaign.

At the end of the day, it turns out that people do click on those links. It also turns out that the best ads get the best clicks and return the best revenue for your investment. If you are not marketing online, then now id the time to start. In our increasingly connected world online advertising will continue to grow for the foreseeable future. Would you rather beat your competition to the punch and start pulling in the online buyers now, or would you rather play catch up when everyone else is already there?

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Brent Friar is the owner and chief web developer for BNR Branding Solutions. His development experience dates back to 1994 when he was a founding partner of Internextion Web Development in Orange County, CA.

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