Why should you use Google Adwords Pay-per-Click, Search Marketing?
Google is NOT the best use of your Marketing Budget!
Google dominates the UK search market with over 80% of search advertising revenues.
But they should NOT have the first call on your marketing budget!
Your best opportunities to get more and better value business is from
your existing and past customers. Do you keep track of them? Do you keep in touch?
Our CRM expert set off an email newsletter targetted to existing and past customers.
The next day his client's MD rang in amazement, "we are getting excellent leads and one has serious value!".
The emailer software was sending the newsletters out in a steady way - and the calls kept coming.
You should already know your best prospects - they have all done business with you.
The best return on your marketing time is to exploit your customer relationships.
Contact us to get expert customer relationship management, CRM, and emailer advice.
If you still think you need to win new customers then read on. You can outsource your search marketing more easily.
UK Google Adwords - Your best route to new customers.
Google dominates the UK search market more completely than the US or the rest of the world.
Market share in '08 is measured at nearly 90% by Hitwise. This understates Yahoo's true market share since this is used more for 'Big Brother' and 'X Factor' searches. We have never seen a webserver log show less than 90% of search traffic from Google, (see example right.)
Google have not only suceeded in creating the best search engine they've also produced the best pay-per-click advertising channel.
Google were first to put the most relevant adverts for every search at the top of the list. Using a quality score that includes the ads click-through-rate searchers vote the better ads up. More relevant ads have taught us all to click on the right-hand-side, the sponsored links.
Google proved that many 10p clicks adds up to more than a few £5 ones and the $ billions have kept them on top.
Split Testing
Google's choice of ten, four-line text, sponsored links was selected after extensive testing.
This format worked best.
Google also encouraged their clients to split-test their messages.
Put up two of more messages and Google rotates them to find the winner.
The three way test used identical Ad copy excepy for the display URL or domain name and was set to show the ads evenly. This was a test to prove the power of keywords in the domain name.
The second test measuring the difference between .co.uk and .com in the UK has under-recorded the impact by having 'UK Installation' in the text.
(Google has since stopped Ad groups having Ads that land on more than one domain name.
Rob has supervised a student who used another way to do this in 2011.)
Google also deploys your changes quickly and have provided a whole raft of alerts, reports, and tools you you to track your campaign's performance.
Do you use Adwords with only one Ad? Get your
free Adwords Audit without obligation.
Gather Marketing Intelligence & Test-market your New Product Ideas
Google Adwords has been used to gather market intelligence data, to test the market for new products before spending all the development budget and even to test for the best title for a book!
Impressions can predict demand based on natural or seasonal changes.
Test market new brands and online domain names.
Split test titles for books and multimedia releases.
Verify interest in products and services before spending your development budget.
You will need an offer, white paper or the like on your landing page.
Google Adwords can track your Return on Investment
with Conversion Tracking
We recommend adding the little bits of tracking code to help see how your Ads are converting in your Google's Adwords account. For real optimisation of your conversion of your website's visitors to leads and sales you need to use a stats package or Google Analytics. The discussion about Conversion Tracking continues on the Can you Afford Adwords? page.