Every time you bang your head into a door, another one opens
So I’ve been spending weeks and weeks splitting and subdividing Awords campaigns (for 3 companies) into more and tighter adgroups, complicating the hell out of everything, because that is in fact the right way to do adwords.
But some of the things I want to sell are not being searched for in large numbers (or at all) by my markets.
Then I remembered that I once made my living entirely through banner advertising. (Later, skyscrapers and leaderboards, too.)
Use adwords to find the aspects of your market that go and SEARCH for things, in considerable numbers, on google. And then STOP.
If part or all of the market for what you sell is not a group of identifiable searchers, MOVE ON and look for DIFFERENT kinds of advertising. Look for where that group hangs out online, see if they sell advertising, and if they do, BUY it.
Adwords, plus all the free crap (squidoo, hub pages, social networks, articles, generating 1000s of horrible keyword salad pages), is NOT the only way to promote online.
Just like 10 years ago, the gurus aren’t telling you about graphic advertising. And there are untold thousands of web sites that sell it.
Example: One thing I want to sell is titanium dioxide nano-spray surface coating which, in the presence of UV (ultraviolet light), kills bacteria and viruses and turns the nastiest air pollution compounds into CO2 and water. Neat, huh?
Problem – there is NOT a group of people searching google for “antiviral nanospray” or “antibacterial coating” etc.
Solution:
1) identify the market – private schools, hospitals, office buildings, airports, govt buildings, allergy sufferers’ homes
2) search google for advertising +[keyword] +administrator or manager
Voila. This leads me straight to web sites that sell advertising that reaches decision makers. Even though they are unaware of the product, and therefore are not searching for it, I can simply pay for the privilege of PUTTING IT IN THEIR FACE with some bold pain and pleasure triggers.
And when I buy graphic advertising on a web site, I do not have to be feverishly consumed until 3 am with such topics as campaign quality score, landing page quality score, and ad group quality score.
