Is Google AdWords Suitable For My Business?

When considering the inclusion of Google AdWords in your businesses advertising and marketing plan, the most important question to answer is:

Is Google AdWords suitable for me, or the person I will be hiring to take care of my AdWords campaigns?

 

Google AdWords is an evolutionary campaign platform.

When I say ‘evolutionary campaign platform’ I attempt to imply the following:

-          AdWords campaigns must continually be tested and refined

-          AdWords campaigns require a pilot mind interested in performance analysis

-          Successful AdWords campaigns are rarely a one hit wonder

To achieve success with AdWords the user must be committed.

The user must adopt these 3 points as their marketing philosophy.

Most importantly, the user must be dedicated to becoming an expert in this marketing platform.

The primary reasons for these fierce requirements revolve around the AdWords platform being highly competitive.

 

Why commitment is needed

Marshal, Rhodes and Todd – in their book Ultimate Guide To Google AdWords – identify the 90/10 scenario.

In the Advertising and Marketing industry, skill and expertise have always run hand in hand with consistent campaign success.

The authors of this book have identified through a simple 90:10 ratio, a widely acknowledged theory that a determined 10% of AdWords users steal 90% of available traffic.

On the other hand, 90% of AdWords users receive 10% of the available traffic.

These results have been articulated by these digital marketing experts to express the importance behind expertise in AdWords.

 

 

What is required for AdWords success?

- enter split testing! 

One of the most important strategies to adopt when configuring successful AdWords campaigns is split testing.

Split testing is the practice of comparing the performance of different advertisement variations, and then selecting the more successful variation to continue with.

These variations are usually tested with minimal funding first, and the results of these tests will determine where appropriate levels of funding are invested.

Successful AdWords experts commit to this rigour, often split testing different campaigns for months before actually committing to copious levels of spending.

If you wish to begin your journey to AdWords expertise, start with this article How To Create a Profitable Google AdWords Campaign (from scratch)

 

Should I invest in AdWords campaigns?

If you are not considering one of the following options:

-          Hiring an expert who has experience on their own dime

-          Becoming the expert yourself

-          Targeting a specific, and relatively uncontested niche

You should test low funded campaigns on the AdWords system, but be cautious not to inject too much money without first understanding forecasted results.

 

Can you think of any other important factors when considering whether Google AdWords is a suitable marketing platform for your business? let me know in the comments below!