All to often I consult with clients who have tried to manage an effective Google AdWords campaign themselves and after paying Google many hundreds, sometimes thousands of dollars they come to the hard realization that they need professional help. That’s when my phone rings. They call me, we talk for a bit and then I take a peek inside the campaign they were running and I see the same thing over and over again….. which is one campaign with one ad group with anywhere from 25 to 100 keywords and to make matters even worse, they have their visitors landing on their home page after clicking on their ad leaving the visitor to guess where to go next. Big mistake! If a person has to figure out where to go after they land on your web page, you’re making them work entirely too hard. You need to show them exactly what they were searching for. Recently I attended an Internet Marketing seminar in Miami where I heard one of the guest speakers describe today’s internet user/visitor and what you must keep in mind when crafting an online ad and/or designing a web page and that is.. “You must act as though the average internet user is 4 years old who drinks lots of coffee and has Attention Deficit Disorder.” After I thought about it, he was absolutely correct. I have personally come to call this the “Internet User Principle”. If someone doesn’t find what they are looking for in 5 seconds or less, they get impatient and they are gone-they hit the back button and you just lost a potential customer to your competitor. This happens all the time! So to the “AdWords do-it-yourselfers” I say - remember the internet user principle when creating your next ad. Until next time my friends…
JoAnn
