If you have an online marketing strategy, there’s a good chance that Google Adwords is an important part of it. And if you’re using an SEO software product for your internet marketing, you’re probably carefully monitoring—and hopefully optimizing—your Adwords’ performance.
But like all things marketing, Adwords isn’t for everyone. Just because it’s hot and all your friends are doing it, doesn’t mean it will make business sense for you. Many companies delve into Google Adwords, only to throw in the towel a short while later. For a variety of reasons, they don’t get the return on investment they think they should.
Think like a customer
Your customers are probably using the web to find you or companies like you. But if you’re simply using your company name as your keywords, you’re missing out. Organic search will almost always take care of that just fine, thank you very much. I just Googled a large organization by its name. The first listing was their Adwords ad. The second was their organic homepage listing.
