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Adwords Help: "It's just not working...why?"

by ewenmack
8 replies
Your Adwords rep tells you click Conversions instead of Clicks.

"Oh you need to pay more because take a look at what your competitors are paying" the friendly ad rep says.

Ok the revenue needle moves a smidgeon, but the costs are going up
even more.

So you trot back to the Google rep and the help is offer freebies like free shipping, gifts with purchase.

Needle hardly moves...again.

You are loath to drop prices and offer discounts, but seriously think
that's what you gotta get more people to buy.

But wait, maybe it's the website.

After seeing the competitors website who are showing up above you, it's time to upgrade your website.

Needle hardly moves again.

More money sunk into the pit.

It's like Google has tapped a funnel into your bank account and siphon money out at will. You feel powerless to stop them, even though you know they are doing it.

Is this whole Internet marketing just one big hoax and you've fallen victim?

Let's see if we can put what's happening here under the microscope.

If I were to ask you this question, what would be your answer...

"Why should I buy from you over everybody else?"

Your ability to answer that, which shows the buyer they can't get it (something they value) anywhere else...

It's what's holding you back.

Best,
Doctor E. Vile
#adwords #it just not workingwhy
  • Profile picture of the author savidge4
    Wow, opened up a can of worms here...

    Unique Value Proposition... Powerful stuff that's for sure. Fastest, Bestest, Mostest no longer are considered UVP. They have been burned up and are now expected, and not a Unique Value. I personally struggle with this concept.. not so much in being able to create Unique Value, but determining what value to use.

    When I am working for a client I look closely at the competition, what do they feel separates themselves. In order to be unique, you need to identify the position of the competition in order to be truly unique right? If you are uniquely the same whats the point?

    Most often I find in the markets I am dealing with, free shipping is the "Big Thing" ( yawn ), BUT there are cases that this is rather effective. again it depends on the level of competition.

    An example of Free shipping being used as UVP: TitaniumRings.com, the original titanium wedding ring innovators | Titanium Rings, Titanium Wedding Bands, Diamond Engagement Rings

    So if you are competing with that.. where do you go? I personally as with this site, you gravitate towards Social indicators. Titanium Rings and Unique Mens Wedding Bands. Black Titanium Jewelry Experts. # of Happy Couples... family owned. The guarantee is a big push. If you look, across the top nav, it is there. below the navigation it is there. right text in the head image... there too. That's THREE times above the fold. impressive actually.

    Below the fold you can find the Guarantee and Return policy an additional 4 times.

    In the case of adwords competition specifically. you really need to ensure that you have a landing page that focuses specifically towards the keyword targeted. From there you need to look at the competition, and THEN determine what your Unique stance may be. obviously test more than one if possible.

    Bottom line just because YOU think its a UVP, doesn't mean that the end user, the customer will buy it! Try different ones to determine which is best - and MORE specifically what is BEST for the keyword set you are working with. What works with "Mens Rings" may not be the one that works with "Womens Rings"


    Originally Posted by ewenmack View Post

    Your Adwords rep tells you click Conversions instead of Clicks.

    "Oh you need to pay more because take a look at what your competitors are paying" the friendly ad rep says.

    Ok the revenue needle moves a smidgeon, but the costs are going up
    even more.

    So you trot back to the Google rep and the help is offer freebies like free shipping, gifts with purchase.

    Needle hardly moves...again.

    You are loath to drop prices and offer discounts, but seriously think
    that's what you gotta get more people to buy.

    But wait, maybe it's the website.

    After seeing the competitors website who are showing up above you, it's time to upgrade your website.

    Needle hardly moves again.

    More money sunk into the pit.

    It's like Google has tapped a funnel into your bank account and siphon money out at will. You feel powerless to stop them, even though you know they are doing it.

    Is this whole Internet marketing just one big hoax and you've fallen victim?

    Let's see if we can put what's happening here under the microscope.

    If I were to ask you this question, what would be your answer...

    "Why should I buy from you over everybody else?"

    Your ability to answer that, which shows the buyer they can't get it (something they value) anywhere else...

    It's what's holding you back.

    Best,
    Doctor E. Vile
    Signature
    Success is an ACT not an idea
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    • Profile picture of the author Talltom1
      Great, thought provoking message Dr. E.

      Couple of points that resonated with me...

      1. Is this whole Internet marketing just one big hoax and you've fallen victim?
      2. "Why should I buy from you over everybody else?"

      Go on Google and look up a guy by the name of Michael Porter - the one from Harvard Business School.

      One of the competitive concepts he teaches is that when the economy goes south, and the sense of competition amongst retailers increases, they'll invariably have a knee-jerk response of cutting...cutting prices, cutting customer service, cutting inventory, cutting store hours, cutting everything.

      What would happen if a retailer decided to up the ante, and respond by intentionally adding value at points across the customer value chain experience? When other stores are making it more difficult to spend money with them...you're specifically making it easier.

      So, on a practical level, is IM a hoax due to the outrageous claims versus the ultimate lack of value that was actually provided? Or is it because you purchased a product that you naively thought would solve your issues, and didn't?

      Answering the question, 'Why should I buy from you?' Because I found you on social media? Because you use a combination of better marketing techniques than the other guys? Because you cut your prices more aggressively than everyone else?. Or make the most outrageous claims?

      What about demonstrating & telling people how the product or service that you deliver is simply a better value? How about getting some notoriety for the value equation you actually deliver, instead of all the noise about value that ultimately isn't delivered?

      Get out of the mindtrap of selling and selling techniques. If this is your only gig, then you are constantly at risk of bumping heads with somebody who's better at it than you are.
      Pay attention to the end value of whatever it is that you ultimately deliver to your clients.
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      • Profile picture of the author ewenmack
        ^ Tom, Baby Boomers mostly hate self service
        and will pay premium, are doggedly loyal to those
        that offer personal service.

        That's where the money is.

        Best,
        Doctor E. Vile
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        • Profile picture of the author kirbymarketingconcierge
          "Why should I buy from you over everybody else?"

          pure Gold or better yet, Titanium

          how many members can really, really answer Ewen's Question, especially

          when he gives the Answer, if you don't!


          why should I read this thread?

          because Ewen's "thread UVP" has value to members

          - how specific, shows professional value, and into the weeds he is.
          - to initiate conversation
          - show expertise
          - etc..,

          thanks Ewen, and Savidge, and Tom
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        • Profile picture of the author Talltom1
          Originally Posted by ewenmack View Post

          ^ Tom, Baby Boomers mostly hate self service
          and will pay premium, are doggedly loyal to those
          that offer personal service.

          That's where the money is.

          Best,
          Doctor E. Vile
          I'm just curious, Dr. Evil....do you have any data to back that up? I tend to agree with you but for different reasons.
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          • Profile picture of the author ewenmack
            Originally Posted by Talltom1 View Post

            I'm just curious, Dr. Evil....do you have any data to back that up? I tend to agree with you but for different reasons.
            I read a study that showed 60 plus year olds
            very rarely change brands.

            My mother pays a premium for the same food she could get at another 2 supermarkets.
            She's gotten to know the check-out girls.

            My sister constantly tries in subtle and not so
            subtle ways to dislodge her from the grip of the
            most expensive supermarket in town.

            It ain't going to happen.

            Retired people would rather drive to their bank
            to get money out, and get a new check book,
            because of the human touch rather than use
            conveniently located money machines.

            Best,
            Doctor E. Vile
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          • Profile picture of the author savidge4
            Originally Posted by Talltom1 View Post

            I'm just curious, Dr. Evil....do you have any data to back that up? I tend to agree with you but for different reasons.
            I have more than a few articles stored away about boomer tendencies and trends. This one in particular is your basic top 10 but it in general recaps the sentiments in general #9 on page 2 gets into answering the reasoning behind your question a bit.

            http://sbinfocanada.about.com/od/bus...erbizideas.htm

            I personally spend more time looking at the tendencies of the next generation(s)... The millennials and the gen-x'ers. Very contrasted from Boomers, in terms of brand loyalty, but I think the need for convenience these generations have correlates to the service needs that are associated to boomers.

            Probably one of the better articles that I have seen of late ( and its about a year old ) on some marketing overlaps and tendencies. : Baby Boomers and Millennials: Two Sides of the Same Consumer Coin
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            Success is an ACT not an idea
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  • Profile picture of the author Oziboomer
    Originally Posted by ewenmack View Post

    Your Adwords rep tells you click Conversions instead of Clicks.

    **** censored by dealer****
    I promise I will take this thread seriously but here is my parody.

    Your dealer pushes some new smack or P in NZ case in UR face and you get on the new "better" adwords mainline.

    You then say "Hey Bro" This S#2t ain't cutting it.

    Never mind...

    We got some real good stuff here brother...it's only a little bit more...but...

    Here's a secret Adwords Junkies.

    Every now and then go...

    COLD TURKEY

    It drives Google crazy.

    Guaranteed you'll have a rep on the line in about...OH the phones ringin NOW!

    Every now and then it pays to just turn it off and focus on what Ewen is SPELLING out.

    Work out the big WHY and then pay the piper to play the tune.
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