Rapid increase in our market share.

Orkney Property Centre, Orkney

Big AdWords Changes

Google has announced some big changes to AdWords. Those are the "Ads" that appear at the top when you search (and elsewhere).

These will trickle through during the next few months. You will notice them, and be affected by them. The question is what this will mean for your business?

I'm not going to list these changes. Lots of other people will simply do that. Spend 1 minute going through the following. It will guide you as to how these changes could affect your organisation, and what you should do.

If you don't use AdWords, then you probably think that these changes won't affect you. Wrong. If your competitors do, then you will just get less and less of the pie.

If you use AdWords, but they aren't a success, then these new features are not going to help. If your campaigns are fundamentally flawed, then adding a layer of complexity won't help.

If AdWords is a major source of business enquiries for you, then these new options should be examined. You must maintain, defend, and grow your position.

That is what Initiative2 will be doing for our clients as a result of this announcement. AdWords might not have been suitable for some before, but could be now. Most might benefit from one of the main changes. Many might benefit from one of the other changes. A few might benefit from another.

So what does this mean to a business? In simple terms, those that take advantage, will move further ahead of their competitors. Those that don't will slip further behind. Many will waste time and money on the new features, rather than the fundamentals. Most will fail.

If you have everything in hand, then congratulations. But what if you have concerns? If you don't care about your website marketing, then it's not really an issue. However, you wouldn't have read this far, would you?

This is not really something for people to dabble with. Website design is not website marketing. General marketing is not online marketing. Google AdWords is a can of worms. That is why others introduce us to their clients. Get in touch and I can tell you how we could help you.

By Kenneth Mackay, 31st May, 2016

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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