By Jim Bilello
Varying Perceptions of Google Tales from Business Owners and Their Customers
I’m often struck by how two clients in the same industry vertical and in the same city can have radically different perceptions about the effectiveness of Google AdWords Pay Per Click (PPC) advertising.
In order to understand these Google Tales, it’s important to look at the reasons why. Here’s a short list:
- SEO White Hats vs. SEO Black Hats.
- Word of Mouth Talk from Your Colleagues and Competitors―Real or BS?
- The Power of Millions of Dollars of Television Advertising to Persuade.
SEO White Hats vs. Black Hats
Most people look at SEO the wrong way. They look at ways to do the least amount of work for the greatest initial return, when in fact, it’s quite the opposite. Obviously, SEO is one of the best skills that you can possibly learn, but in order to succeed with it, you need to do the most amount of work for the least initial return. It’s a slow, steady and painful process, but that’s also the nature of the beast … today, Google knows about all your schemes, so don’t even bother with them …
A “White Hatted SEO” pro will tell you it takes several months of hard SEO work, even years in some cases, to rank on page one of Google. The more competitive a search term is, the harder it is to rank. There are no shortcuts in SEO. However, with Google’s advertising platform called AdWords, you can have your ad on page one of Google search in any geographic location and time of day and not pay unless someone reads your ad and decides it is interesting enough to click-through to your website. You set any daily budget you want.
Of course, there is no free lunch. When your daily budget runs out, your ads come down for the day. The skill is to show the right ad copy/messaging/offers to the right prospects in the right locations to get a return on your investment.
Word of Mouth Talk–Real or BS Google Tales?
The stories below are real and illustrate why what you hear from others in your business and at trade shows may simply not be real.
- One of my best AdWords clients, a large lawn care franchise owner that is currently getting over 19.30% conversion rate at a cost per lead of $23.81 told me recently “my colleague who also owns a similar franchise in a nearby city told me he’s getting over 600 leads per month doing non-digital marketing at a fraction of what I’m getting!” When we dove deeper into the numbers, it became clear this was quite possibly nothing more than BS.