Untangling all the options for search advertising can be a big challenge. It seems that everyone knows they need to be advertising online. While search advertising can be very effective when done right, it can also be a complete waste of money when done wrong.
And I meet people all the time that are flat out doing it wrong.
Usually the mistakes start with some slick talking sales person. Here are some ways that you can tell when you’re talking to the wrong sales person.
Focused on clicks
If the sales guy keeps going on about how many clicks he can get you, it’s time to look elsewhere.
Sure clicks matter. But not all clicks are good clicks. So don’t buy clicks for the sake of clicks. Buy clicks that you can convert into business.
Focused on impressions
If the sales gal is blabbering on about how many people view their website and how many ad impressions she can deliver, it’s time for you to ask yourself what your goals really are.
If your goal is to be found when someone is ready to make a purchase, then impressions based programs are not for you. Buying impressions only makes sense for branding efforts where you need to get your message out to as many people as possible.
Also keep in mind that website specific ad programs are typically more expensive that advertising networks, so shop around before your buy ads on just one website.
Focused on conversions
One sure fire way to tell when you’re talking to the right people.
If your sales person is talking about conversions, you have found the right person. Conversions, for those unfamiliar, are when an online ad results in a business contact being made. Anything from contact form submissions to online sales are types of conversions. Conversions matter most.
At Scale we focus on conversions for your search engine advertising. When you are ready to learn more, get in touch.