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:

  1. Your product is too specific or specialized for the general audience.
  2. Your keywords cannot be specific to audience (accredited investors, high level executives, etc.)
  3. 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 caleb@cdmginc.com.

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