Use a Google AdWords to Test Your Market Even When You Don't Intend on Using it For Sales

Use Google's pay-per-click AdWords even when you have decided not to use paid search advertising to market your product or service? Sounds kind of crazy but it makes perfect sense to me!

There is an old business principle: "The only way you can be certain of anything in the world of marketing is to test it first." Make an assumption; test that assumption. Now, based on the results of that test, either keep your assumption or make a new one.

Let's give a real-world example. Say you are a medical malpractice attorney and plan on obtaining the majority of your business using television advertising. From the commercial on T.V. you will be directing them to your website for more information.

Those of you who have advertised on television before know the costs can run into the thousands and even more. How do you know whether the website that you are sending your prospect to is going to convert for you or not? You don't - at least not until you test.

Wouldn't it be better to tweak your copy, the layout, etc. so that conversions and sales are maximized BEFORE you spend all that money on the commercials? Why, of course it would. But how?

Easy. Spend money on a Google AdWords campaign first so that you can drive low-cost traffic to your site and test your marketing assumptions. Google AdWords is the best marketing medium I know of to get IMMEDIATE feedback for your business.

In the above example, the legal firm could set up a complete Google AdWords campaign and be driving traffic to their site in less than 10 minutes. How quick is that!

Here's another scenario. Let's say that you have decided that a Google AdWords campaign may not be an efficient way to make money with your product. Maybe you have tried it before, but found that your cost per click was prohibitive and that there just wasn't enough profit to be made in order to justify the overall costs associated with setting up and running the AdWords campaign.

So instead, you have decided to focus all of your efforts on free search marketing. In other words, you want to have your website show up in the organic (or free listings) on the first page of Google when customers search for keywords relating to your product or service. That is all fine and good, but the real question becomes, which keywords to you optimize your website for?

In other words, what words or terms are you going to use throughout your site so Google knows what your site is about and they can rank your site ahead of your competitors. But the MAJOR question is which keywords actually CONVERT. After all, wouldn't it be foolhardy to spend money on SEO (search engine optimization) only to find out that those particular keywords aren't going to bring "paying customers" to your site?

Well, a lightning-quick way to find out which keywords lead to conversions is to (surprise) set up a Google AdWords pay-per-click campaign. Next, carefully track which keywords bring visitors to your website and (more importantly) which keywords lead to sales. Now, instead of wasting perhaps months of precious time, you can know in a few days how you need to optimize your site.

When you are done testing, you can shut down your campaign and begin using free search traffic to sell your products. But wouldn't it be better to have the best of both worlds? Why not direct traffic to your site using both paid and free advertising. In the above example, we assumed that the former Google AdWords campaign was not profitable because the bidding on specific keywords was too high. Perhaps it was too high because you didn't know what you were doing.

Many times we have found that the folks in the top 3 ad positions in Google AdWords are paying LESS (sometimes far less) than those in the bottom positions. There are many reasons this is so and there is not enough space here to go into the details, but unless you are willing to invest a sufficient amount of time and money in the tools you need to play the Google AdWords game, then perhaps you need to consider a professional Google AdWords campaign management company who can play the game for you so that you can spend all your energy on making those sales when the traffic comes.



AdWords Management can be very tricky to master, but did you know you can actually spend far less in Google AdWords and get even more clicks! George Curtis, a respected icon in Google AdWords management is giving away a free video on "The Secrets of Adwords Campaign Management" where you'll discover how to make your AdWords campaigns be Super-Profitable. Claim Your Free video now!




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