How to waste money with Google Adwords

 

Last year I decided it was time to start getting business using Pay Per Click advertising on Google.

As a firm of Personal Injury Solicitors it seemed logical to list under the following:

Personal Injury Solicitor

Injury Claims

Accident Compensation

And so on, how wrong I was…..

£5000 down the tubes in 3 months! A handful of new clients and that was all.

I have learned (the hard way) from this experience and realised that the genuine potential customers don’t usually search for generic terms.

I have changed our Google PPC adverts so they are very targeted, for example ‘have you been bitten by a dog’ ‘have you slipped over in Tesco’ etc’ – these adverts not only have a much lower cost per click, but a conversion rate in the region of 20% (that’s how many become clients).

Whatever business you are in, try and avoid the obvious, for example if you own a toy shop, don’t try and fight with all the other toy shops in the expensive, obvious heading.

Think outside the box, do a different advert for each of your main products, i:e keyword ’sand pit’ – advert ‘Childrens Sand Pits’, when clicked goes straight to the Sand Pit page.

I know this may not be an earth shattering marketing tip, but there are millions of people who are wasting money advertising for generic terms.