Google Adwords Exposed - MarketVertise

Google Adwords

So after ten years of working with the Google Adwords program I have come to the following conclusions-

Many business owners are under the misconception that they can simply crank open an Adwords campaign and they will instantly receive leads or sales. Obviously for those that have worked with Adwords, this is not the case. As Adwords constantly changes their systems and algorithms, it should be quite evident and obvious that all Adwords users will have to do the same. The same holds true with SEO (on site search engine optimization) and organic search engine marketing. Google is constantly changing their algorithms so that marketers can not game their algorithms and SERPs. Keep in mind that organic traffic, in most cases, is of higher quality and converts better than that of paid for traffic. Google understands this, hence the reason for constantly updating their systems. I mean, why would they want to jeopardize losing their Adwords profits, would you?

There are no short cuts and there are only so many channels that people can use to market their business online. The only sound method in my eyes is to continually test, track, and optimize different networks and strategies; both organic and paid.

Here are some disturbing but true facts about Google’s Adwords, Display, and DoubleClick Networks-

-Adwords drives 90% of Google’s revenue-
-Adwords/Display/Doubleclick have blatantly reported that upwards of 56% of their traffic is BOT traffic.

With programmatic advertising there are many greedy publishers that enable many different methods of “gaming” these systems for profit.

In short, spend a bit of time analyzing keywords within Adwords keyword planner to ascertain and gauge the volume of traffic that is available to bid on. Keep in mind market share as you do have competitors not only bidding on keywords, but more so those same competitors do search for these keywords to track organic traffic as well. This can skew those Keyword planner keywords numbers and even add a little more perspective on the volume of individual keyword traffic.

Yes competitors will click on your ads. Sometimes to “spy” on what you are doing, sometimes just to waste your ad budget. It does not take a genius to copy someone, but it does take some intellect to discern what works and what does not. Do not get caught up in a pissing contest with your competitors. Negative only begets negative. Instead, focus on your customers, funnels, pipelines, retention tactics, and loyalty/reward systems.

Do not get it twisted, Adwords is still one of the best paid for online advertising systems. The trick is to learn how to leverage Adwords to your advantage by consistently monitoring, testing, tracking, and optimizing your campaigns, ad groups, keywords and keyword destination URL’s, landing pages, targeted display campaigns, and remarketing/retargeting campaigns.

To wrap this up- Diversify your traffic streams. Do not put all your eggs in one basket. Test, Track, optimize, and Rinse, Wash, Repeat

Multi Channel marketing is the best solution to finding the perfect marketing mix. Unfortunately it does cost money.

Jay Couture

Google Adwords Certified Partner

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