Google Adwords – It’s time to End the Myths
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. Those famous words were attributed to Jon Wanamaker and he is believed to have said them back in the early 1900’s.
What’s interesting is that his words still apply today. In fact, I’d say it is now worse. I sure that most advertising doesn’t work these days because we are all bombarded every day by so much marketing that we filter out most of the advertising we see.
In this internet age, you have to advertise differently. You can no longer just throw an advert into your local newspaper and expect to generate business. Your advertising needs to be targeted to people who want what you have and it also has to appear at the exact moment they want what it is you sell.
That’s why all business owners should seriously consider using Google Adwords for their advertising.
What is Google Adwords?
Google Adwords is the advertising service used by Google to place adverts onto their search results. These adverts appear across the top and down the side of Google; as you can see in the image below for the search tyre fitter (the adverts are shown inside the red boxes):
Advertisers bid on the search terms (called keywords) that they want their adverts to appear for. So in the example above, the advertisers will have bid on the term tyre fitters.
This is one of the huge advantages of Adwords. It allows you to advertise to people at the exact moment they are looking for your products and services. By picking the right keywords, your advertising becomes very targeted.
However, it gets even better!
None of the advertisers in the image above have paid a penny to appear on Google. Yes, that’s right. They pay NOTHING to appear.
They only pay anything if someone clicks on their advert and comes to their website. This form of advertising is called “Pay per click” advertising. You only pay when someone clicks.
With most other forms of advertising (eg: newspaper, radio, TV, etc) you pay to appear and there is no guarantee that anyone will visit your website after they have seen the advert. With Adwords, you only pay if your advertising successfully attracts someone to your website.
So, it’s advertising that only appears to people who want what you have to sell and you only pay for it if that person comes to your website. What’s not to like about that?
Why do some Businesses avoid Adwords?
With such a compelling case for advertising on Google with Adwords, it’s amazing that so few businesses have yet to try it for themselves. Why is that?
In many cases, it is because they have heard one or more of the many myths about Adwords and that has put them off trying for themselves. Maybe you are one of those businesses? If so, that’s a real shame because these myths are misleading.
So, to put the record straight, let me dispel those myths and encourage you to try Adwords for yourself.
Myth 1: No one clicks on the ads!
This is one of the most common myths I hear. I’ve actually seen people produce “industry stats” to support this completely false and misleading statement.
Google makes nearly all of its revenue from people clicking on the ads. Remember as an advertiser you only get charged by Google if someone clicks on the adverts so if no one is clicking on them, then Google would have gone bust years ago. When you realize this, you realize how silly the myth is and, frankly, how silly the people are who say it.
Myth 2: You don’t need to advertise on Google when SEO gets you web traffic for free
SEO (or Search Engine Optimization) is the process of getting your website listed at the top of the free search results in Google. In my earlier image, the top free search result is the one for kwik-fit.
Getting yourself there doesn’t require you paying anything to Google. That is true, but it’s a myth to believe that it replaces the need for advertising on Google. Here’s why:
- Time is money and you will need to invest a lot of time to get your website to the top of the free lists on Google. Once you are there, it’s not guaranteed you will stay there. Google constantly changes the rules for the free listings and website can disappear from the free listings overnight.
- There is a limit to how many keywords you can rank high for using SEO. Usually each of your webpages will rank for two or three main keywords. With Adwords, you can bid on thousands of keywords.
- If you are already at the top of the free results in Google, why wouldn’t you also want to double your chances of getting that person to your website? By advertising on the same keyword, you effectively double your chances. There’s even evidence that the number of clicks on the free listings increase when an advert for the same website also appears.
Myth 3: It’s no good for small, local businesses. They can’t compete with the big national companies.
This myth is absolutely wrong and it’s a shame because this is the one that puts off many small businesses.
Most people do not realize that Adwords is not about bidding more than your competitors. The bid price is only a small part of the process and actually the top adverts on Google usually pay less per click than the other ones further down the page.
There are a number of techniques that you can use to make sure your bid price is low and that your advert appears higher up the page. Most big companies don’t use these techniques. Their marketing department usually just throws money at Google and they bid over the odds for all their keywords. You can still beat them with a much lower bid.
Most small businesses can learn to outsmart the big guys! If you are a local, small business, then you have an extra advantage because Google prefers to show local results and will lower your bid prices in order to make sure a local business is seen by local people.Myth 4: Your competitors will click on your adverts and cost you a fortune.
Myth 4: Your competitors will click on your adverts and cost you a fortune.
False. Completely false!
You may have heard the term “click fraud” and it’s where someone clicks on your adverts deliberately to waste your money.
Google has taken great steps over the years to stop this. They have automated processes in place to identify when this is happening and they will not charge you for the clicks. They also have a team who manually look at suspicious clicks and they can refund your clicks.
In addition, if you feel you have been subjected to click fraud, you can tell them and they will investigate for you.
Google know that click fraud is a big concern and so they go out of their way to make sure it doesn’t happen. If they are in any doubt, they will refund your money.
What do you think? About time to get started with Google Adwords?
About Mike Seddon
Mike Seddon is the author of the book Simply Adwords and creator of the Adwords Essentials training course. Through his company, Internet Jetstream, he helps many small businesses to profit from Adwords advertising. You can visit his website now at www.internetjetstream.com and get your own free copy of his Business Owners Guide to Google Adwords.