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Mary Schmidt Marketing Troubleshooter

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Advertise with Google! It’s Simple! It’s Cheap! It’s Easy! (Not)

Mary Schmidt

Jul 29, 2015

This keeps coming up as I travel around the interwebs and attend meetings…so, from the archives.

...Well, it can be cheap, but it ain’t easy…

Recently, I once again heard “You only pay for what you get!” and “You can cancel any time!” and “You can adjust the ads as you go!”  Which is all well and good, but Google ads, like any other form of advertising, is both an art and a science.

And depending on what you pay and the ad text, you may never actually show up, at least not on the first page of search. It’s like the old-style ads—you pay for placement.  If you’re an accountant, for example, KPMG’s deep pockets may well trump you.

As for the art and science….Two examples from Amazon.

I searched on “cat stomach medicine”  and this was the side-bar ad.

cat stomach ad example

I searched on “malt hairball remedy” and this was the VERY FIRST result (ad). Great placement, but…

malthairballexample

Sure, I know what they meant. And, it’s Amazon so I know they sell just about anything I’d ever look for…however, if it wasn’t Amazon, I’d wonder if the company really knew what it was doing…Sloppy ads = sloppy thinking = bad biz. (And I don’t care if it’s a Google glitch or an Amazon glitch. I’m sure that in reality Amazon has paid for every variation of key words. But, still…really? Seems even Amazon could find a better use for their dollars.)

There is nothing “simple” about advertising. It takes thought, time, and investment. (And just because you can doesn’t mean you should. )

All that said, if you’re considering advertising on Google, read what they say first, before hiring anyone to “help.”

Related posts from the archives:
Why I’m not a big fan of Google ads.
Advertising: Creative or Effective?
Self-Love Or Effective Advertising?
More Online Marketing Snake Oil
Marketing is Broken and I’m Thrilled!
Pink Elephants or Puce Pachyderms? (Some SEO snake oil. It’s all in the key words…)

 

In Marketing Troubleshooting, Pet Peeves, Web Bytes

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