How to get your Google AdWords campaigns working again

Paying for clicks on Google is a worthwhile marketing tool, but only if you wisely marry your content to your marketing messages.

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There have e been some recent rumblings that report Google AdWords isn’t practical for small businesses. One New York Times piece concluded that paid search isn’t the universal darling marketers would like it to be.

The story grew from a nugget of truth: Venturing into paid search is associated with risk, not just for small businesses, but for any organization new to the game. Not only can it be cost prohibitive, paid search is fraught with horror stories about high costs, low ROI and prolific fraud. Does this mean you should abandon your plans to launch an AdWords campaign or give up on your current, struggling AdWords strategy? No. AdWords enables users to track what happens during the initial search and click of a keyword. Thus, strategic paid search can be a great way to gather informed data about your visitors, get some insights on your sales funnel and figure out how prospects are finding and connecting with your company. In addition, pay-per-click advertising provides immediate, qualified traffic to your website in a short period of time. These are all great reasons to soldier on and make paid search work for you.

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