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How a Small Business Owner Fixed His Sales with Adwords

Blog Post in NYTimes

     

martinibuster

3:51 pm on Oct 26, 2012 (gmt 0)

WebmasterWorld Administrator martinibuster is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



You might quibble about his assumptions about Google's algorithms, as well as his observation that calls from schools dropped (it was summer, lol) but his solution seems about right on.

[boss.blogs.nytimes.com...]

What do you think?

KnottyJudi

4:36 pm on Oct 26, 2012 (gmt 0)



I wish I had that "small" business AdWords budget! ;-)

Interesting to read after having a call with My AdWords account guy this week.

This was initiated by an e-mail that stated I was missing:

"We noticed you lost 1,876,151 impressions and 35,069 clicks last month due to exhausting your daily budget."

The thing was I'm not exhausting my budget...

When I questioned him on the incredible amount of impressions vs. clicks we were getting and what I felt was a disappointing 1.7% conversion rate -- he stated that was actually a *good* percentage. Ask for suggestions on improvement -- and he saw nothing we were doing wrong and that our ads and landing pages were good too.

We are very niche and it is would be difficult to segment as suggested in this article.

When I told him the budget tool said our budget is fine -- he basically admitted the above statement in the e-mail was extrapolated from IF I increased my budget -- not that my actual budget had been "exhausted".

So no suggestions for account improvement other than an encouragement to spend more...

Leosghost

4:44 pm on Oct 26, 2012 (gmt 0)

WebmasterWorld Senior Member leosghost is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



I think that rather than a title of
How a Small Business Owner Fixed His Sales with Adwords

it would actually be more accurate to say
"How a Small business owner discovered that he and Google were wasting his adwords budget"

( but I appreciate that the number of chars allocated for Titles here won't run to that :)
but even
"How a Small business owner discovered that Google was wasting his adwords budget"
would be much closer to what is described in the article..

What Google says is "good", does not always mean "good for you"..

Illustrates again that CTR isn't what counts..it's Conversions and ROI..

martinibuster

1:02 am on Oct 27, 2012 (gmt 0)

WebmasterWorld Administrator martinibuster is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



The article starts out recounting how the author was making excuses for the slow sales and then he stated that perhaps it might be a mistake on his part. He identified it as an error in how he set up his AdWords budget but he also started pointing fingers again, accusing Google's algorithm for not showing ads to the correct audience. To me that read like he was back to blaming others. The fact is that the author does not know how Google's algorithm works, and I suspect his assumptions are incorrect. It wouldn't be the first time since he was targeting lint filled pockets to begin with and only after his sales took a dive did he realize, months later, that he was not targeting the correct demographic. Once he figured out which demographic had the money, he fixed his sales... with adwords.

Andrea Wasik

4:47 pm on Nov 28, 2012 (gmt 0)

5+ Year Member



If he had set it up correctly from the beginning, he never would have had one big campaign as he mentions - he would have started with lots of campaigns - probably a campaign for every ad group in his "big campaign". Yeah, blaming someone else for his own mistake.

Interesting that there are no comments to his post.

scooterdude

4:58 pm on Nov 28, 2012 (gmt 0)



I read the whole article , and I didn't see any blame game there, merely a none professional advertiser learning the nature of adwords,

And succeeding to a decent extent

It is what it is