4 Surprising Advantages to Using Online Advertising for Your Business
Advertising online using Google pay-per-click offers 4 surprising advantages over most other forms of advertising. Leverage these for outstanding ROI.
Google online advertising, known as AdWords, is all the rage in many corners of the business world. The question is, “Is it worth doing?”
As one who works regularly with businesses of varying sizes, I can tell you that Google AdWords internet advertising has worked well for most businesses as one of their sources for new leads, inquiries and customers. For many of the businesses, it is their main source for new leads and customers.
Some Companies Can’t Make It Work
Yes, some businesses have not been able to make it work for them. Some prospective clients have said, “I Tried Internet Advertising. It Doesn’t Work!” Upon further examination, they did not have their campaigns set up properly, or optimized to work for them.
Most companies, however, have discovered some of the unique advantages Google (and Yahoo, and Bing) advertising offer, compared to more conventional advertising.
Here are just 4 of the distinctive advantages to keep in mind when considering using Google, Yahoo or Bing pay-per-click advertising.
4 Distinct Advantages
1. Unprecedented control over your advertising.
Unlike some forms of advertising, like putting an ad in the newspaper, or even the “free” organic listings, you have amazing control over…
(a) Who sees your ad (target a specific search group and only that group),
(b) What geographical area your ads are shown in,
(c) What time of day, and
(d) Exactly what you ad says.
You can turn the traffic on/off and modify these setting within minutes. This gives you the ability to target precisely those searching for what you offer… especially your highest profit margin products and services.
2. The ability to pre-sell visitors looking for you on the internet.
Imagine having people come to your door looking for exactly what you offer. They are met at the door by your best salesperson, who thoroughly answers all their questions.
In fact, the salesperson almost seems to know what the searcher is thinking, including their motivations, concerns and strongest hot buttons.
Your salesperson skillfully answers every objection and helps the searcher conclude that your product or service was the uniquely superior choice in the marketplace.
This scenario can be set up 24/7 using your automated salesperson (your website), designed to address each targeted group's unique questions.
It allows you to not only pre-sell the right prospects, but screen out the wrong prospects before they waste your precious time.
3. The ability to determine your "money" keywords.
Every search phrase typed into a search engine is actually a conversation in the head of the searcher. "Hmmm… I am looking for X, which seems like the solution to my problem…"
However, not every search/searcher is a good prospect. For example, if you are an electrician service, some searchers might use a term that could also be used by do-it-yourself searchers. You might get traffic to your site but no buyers.
Pay-per-click internet advertising enables you to determine the exact phrases that belong to the best prospects. You can then maximize traffic of those people.
4. The ability to test and discover the most potent message for your target audience.
Internet advertising allows you to test different message angles on searchers.
If you can figure out exactly what they want and the motives behind the search (indicated by phrases important to them, types of offers that resonate the most, etc.), you can take this potent message to ANY medium (literature, direct mail, billboard, radio, etc.). It will work anywhere.
For example, we tested two message for a pest control client that wanted more termite treatment business. One approach was to promote affordable termite protection; the other promoted a particularly strong guarantee if there were any termite problems.
In the light of the economy, we thought the ‘affordable’ option would resonate with the searchers. Wrong! Turns out, by a margin of 4 to 1, people were motivated by a powerful guarantee. That is why you always test your ideas in the pay-per-click laboratory before you run full speed ahead in other mediums.
Free Resources To Help Your Business
If you are currently using pay-per-click... or are thinking about it, go ahead and download our free report, 14 Vital Tips To Improve Your AdWords Campaign. It can help you get more out of your online campaign... while paying less (a beautiful combination!).
If you do it right, you should see very profitable results. We have consistently seen clients make $2-4 in profits for every dollar spent. Download the free tip sheet today!
Do you want to find out if your current Google advertising campaign is providing you the best return at the lowest possible cost?
Take advantage of a professional evaluation of your AdWords campaign. We can provide you with action items to improve your current pay-per-click campaign. This service, normally $79, is being offered for free through March 31, 2012.