When it comes to advertising of any kind, it is important that every dollar you spend will get results.  This truism has held for generations and it continues today.  But there have been some changes to this model.  An excellent example of how the game has changed somewhat is Google Adwords.  Google Adwords allows you to have small text ads appear on the side of the Google search page during a search.  Using Google Adwords can involve a good deal of strategy on the part of those that use it.  For example, many companies will use Google Adwords as a way to compete with their competitors that have either inferior or superior search engine optimization.  Let’s take a closer look at how this can work.

For example, let’s say that a dealership in your area isn’t appearing very high in search engine results, but you are. They could, in theory, pay to have ads appear on the page next to you when you appear on Google’s search results page.  With that factor in mind, it is no real shock that Google Adwords is the main source of revenue for Google!  So should you use Google Adwords?  Well, that does depend on a variety of factors and how you decide to spend your advertising dollars.

If you enjoy a dominant position on Google’s search engine results, then you might not too need to worry too much about advertising with Google.  However, there are two factors to consider the first is that you can still use Google Adwords to garner more attention and more impressions.  This could lead to more sales.  

Additionally, if you are playing catchup against a competitor and you have the extra funds to allocate to Google Adwords, you could have a real payoff.  But there are points to consider.  You will, for example, want to be sure that your Google Adwords dollars really, truly count.  That means understanding and thinking about what web users see when they perform a search.  What information are they presented with in the search engine results regarding your competitor?  This is how you can build a counter strategy, as you can choose to highlight your strengths or their weaknesses.  

Of course, there is another layer of strategy as well and this involves selecting the keywords that you want to use in Google Adwords.  By choosing wisely, you may be able to get “more bang for your buck.”  Allowing competitors to opt for the pricer keywords while you opt for cheaper ones could give spell a substantial price savings and still give you the desired results.

There are many good ways to reach new customers.  Google Adwords is an interesting approach, but there are many other avenues to explore which may give you even better results for your dollar.

David Farmer

CEO & Founder, intice, Inc.

david@inticeinc.com

To Learn More about how you can get more leads from the traffic you are already getting please visit: www.inticeinc.com