What a cute vid outlining out Google adwords work!
The organization I currently work for, relies heavily on Google to make sales. They invest a lot of money to make sure that they stay on top of the search engine rankings and utilize the paid ads and do on going click-rate vs revenue analysis (about once a week). They do this because Google is the main source of revenue and there are many advantages and disadvantages to this method of generating leads and sales. Therefore, this is a recount of my experience in the workplace.
Specific key words
One downside is that when using Google adwords, you really have to make sure that the keywords that you purchase are correct and specific. The organisation I work for is a registered training organization. And thus, naturally, one of the key words they purchased was ‘Training’……. which meant that for about 2 or 3 weeks, I had inbound calls about ‘nursing training’, ‘radio training courses’, ‘hair and beauty training’….. which were completely irrelevant! But definitely good for giggles when you get something completely random! I think I even had ‘dog grooming’ one time!
It is essential that the website link and the experience beyond Google is relevant and engaging. The use of Google to drive website traffic and click rates is pretty much made redundant when potential customers don’t stay on the website long enough to purchase any products. This is especially true at my workplace, as a majority of the inbound calls and leads refer to the website, but the feedback regarding the website is negative.
Search Engine ranking is everything
The definite upside to being number one and two on the ranking is the fact that potential customers who are within the information seeking stage of the buying process will definitely pick up the phone and call the first number they see, which places them ahead of the other competitors. Also, the ability to target keywords and different types of people according to campaigns is really essential to driving more sales in specific locations and months of the year. For example, we hold workshops in only Sydney and Melbourne and to drive that demand, we target specific keywords to instigate more inbound calls. This is really essential because holding workshops is a premium service and delivers higher margins.
While this is probably a really critical view of my workplace and how they use Google.. it is definitely worth the analysis, because overall, when an organisation is so heavily dependent on it to drive traffic and sales, the investment has to be used to the greatest capacity. It really demonstrates that it’s not nough to simply have Google do all the work for you, it really goes beyond that to make sure that the process before and beyond typing certain keywords in is made to the highest potential.
If you are interested in a more in depth view on how the keywords is used, take a look at
How does your workplace use google? What does and doesn’t work? Please share and discuss!