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Scott Thomson, Aberdeen

Why AdWords Does Not Work For You

The Most Important Feature of AdWords

I was recently speaking with a company's marketing manager. They looked after AdWords, but their questions displayed a complete lack of understanding of its most basis feature. This is why their campaigns don't work. And they are not alone.

If the people whose job it is, don't understand it, what hope does someone who is merely dabbling? The good news is that one quick change can transform the performance of an AdWords account. Spend 1 minute going through the following.

In its simplest form, AdWords allows you to have three types of campaign: Search, Display, and both together. Both together is the default, and that is what most people have. For most people, most of the time, this is not the best option. Display is the worst option. Both together is not much better. You really should only be targeting the Search Network.

As you become more experienced and successful, you can become more sophisticated. However, most people, most of the time, and certainly with your first or failed campaign, should stick to the basics.

So what should you do? If you have an existing AdWords campaign, or are contemplating setting one up, speak to whomever looks after it. Simply ask them what campaign types they are using, and why. If they state anything other than "only search", ask why. Some might not even know what you are talking about.

If everything appears to be OK, then congratulations. But what if you have a problem? If you don't care about your digital marketing, then it's not really an issue. However, you wouldn't have read this far, would you?

The answer to this is on 2 levels. First, it would make sense to convert your existing campaigns to the correct type. However, the bigger picture is more complex. AdWords is an incredibly involved system. If someone doesn't understand the simple things, then they will be totally lost when it comes to the things that make all the difference. The difference between a successful campaign and one that just costs money.

Initiative2 has been providing successful online marketing in Aberdeen for thirteen years. Get in touch and I can tell you how we could help you.

Thank you for reading this email. I hope that everything is in order with your online marketing, but if not, at least you know. I look forward to hearing from you.

By Kenneth Mackay, 21st July, 2015

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

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