I love AdWords. For most of my clients, I recommend using them. But not always. Sometimes direct mail or email is great, but AdWords isn’t.
Never use AdWords when:
- Your product is too specific or specialized for the general audience.
- Your keywords cannot be specific to audience (accredited investors, high level executives, etc.)
- Your prospects don’t perceive they have a problem and are looking for an answer. Keyword-based advertising is efficient only when people know they have a problem and can describe it to themselves. They must believe that somebody on the Internet has a solution. Paid search works when your prospect is proactively looking to solve their problem immediately.
If you’d like me to evaluate your paid search possibilities, contact me at (310)212-5727 or email Caleb at [email protected].
