Marketing Outside of Search Engines
A client emailed me today and was sick to his stomach because sales are down on Google. That his pay-per-click campaign only received 3 clicks yesterday. It seems he does not know what to do anymore. Here’s my advice to him:
Maybe you’re doing too many changes…on and off. Try not to chase the sales – it will almost always elude you. Make the changes minimal and monitor it for weeks at a time. The system needs to learn your pattern. But if too many changes too many times, it can’t determine your pattern – neither will the customers.
If the ads and keywords worked before – keep it that way. Just because the sales went down – it does not mean the ads and keywords no longer works. It’s just part of the cycle. Don’t fall into the Google trap! During the down cycle, google expects you to increase your bid and your budget – but the system still has to serve the others (your competitors). So, it is a moot effort to adjust your budget and bids – the results will be the same.
You also needs to start considering other marketing methods…e.g. online trade magazines, facebook pay per click, mailing out brochures to interior designers, cabinet manufacturers, jewelry shops and manufacturers, etc. Don’t rely solely on google, bing and yahoo. By creating a demand outside of search engines, all search engines can do is give in to the demand – meaning if the people you are communicating with outside of search engines are searching for you or going to your site directly, the search engines will have to give in and display your ads in order to meet consumer demands on search engines to deliver the right information.
Hang in there!
