The sense and nonsense of search engines

Companies expect golden mountains

The results of Ebay’s survey are consistent with our observation that companies often overspend on Adwords. It seems like such an easy way to acquire customers, but if you get few orders out of it, the conversion rate is often far too low. It is different if you are looking for new customers with whom you want to establish a longer relationship. In doing so, an initial contact through Google could be a good start. That contact does not necessarily have to be through Adwords. Through smart search engine marketing, your target audience will find you, too. For example, use keywords that relate to the problems the target audiences have, the questions they have and the answers they seek. That sets you apart from the generic search terms that everyone already uses.

When is Adwords effective?

So for smaller organizations, using Adwords, combined with a find strategy, does make sense. After all, you are not so well known that customers with a manifest need search directly for you just like Ebay. Companies with niche products can also benefit from Adwords. So the key is to be smart about it and use your marketing dollar wisely. Internet marketing can help organizations tap into new audiences and sustain existing relationships. Like all forms of marketing, SEO works best when it is part of your overall sales strategy. With that, digital marketing is ordinary marketing again.