Why your Google AdWords strategy needs to evolve – constantly

We can use Google AdWords to place your business advert in front of a potential customer at precisely the moment they are looking for your product or service. But there is huge competition for these online advertising places, which means you can’t rely on a ‘set-and-forget’ marketing strategy.

How do I get to the top of page one in Google?

I have lost count of the number of times I have been asked this question over the last 18 years or so. A top placing in Google is seen as essential for many business websites and with good reason. There is a lot of data from research which suggests that the top 3 positions on a Google search results page account for between 60% and 80% of the clicks, with the top position taking anywhere between 25% and 35% of the clicks, up to 3 times as many clicks as position 2. And what about the difference between paid adverts and the organic listings?

“Help. My Google AdWords is not working for me!”

Paid search advertising is the only form of marketing I can think of where as a marketer, we can put our message in front of a potential customer at exactly the time they are seeking our particular product or service.

If this is such a powerful form of marketing, then why do people sometimes say to me that Google AdWords does not work for their business?

Top Tips For Profitable Google AdWords Campaigns

The power of advertising on Google search is that you can display your adverts to highly targeted audiences at the precise moment they are seeking your product or service. The Google AdWords platform is an amazing technological achievement, but it's easy for a new advertiser to get lost in the detail and quickly waste money.

Here are some top tips that I would offer to any advertiser who is considering using Google AdWords, or who has already got started.

Branding - why bother?

One of the great benefits of building a marketing business over the last 20 years or so is that everything we create generates so much feedback. This allows us to learn and modify our approach over time, creating constant improvement. We have been involved in every aspect of marketing over the years and one of the most popular topics for conversation is ‘branding’. I guess this makes a lot of sense. After all, branding is central to your marketing strategy: it is the visible and emotional badge representing your standards and values.

Is paid advertising on Google an essential marketing tool for a business?

Online advertising is one tool that most businesses will consider as part of their marketing toolkit. Google AdWords is very attractive and with its Pay-Per-Click (PPC) model, advertisers only pay Google when somebody clicks on their advert. But of all the marketing tools available, how important is it, and could you class it as ‘essential’?

Google AdWords – the major benefits of optimising campaigns

On Google search, AdWords essentially works on the basis of people using search using keywords that trigger the display of relevant adverts, which link through to the advertiser’s relevant website, but what is the penalty for not continually optimising a Google AdWords online advertising campaign?


We are often asked, “What is the best way to market my business in the search engines?” and occasionally, “Surely SEO is better, as it’s free!”. Well nothing is free. Both natural and paid listings in the search engines take time, experience and money to implement.

Search PPC or Social Sites PPC?

All businesses have a limit to their marketing budget and have to decide where to invest to get the best return. One decision for online advertisers is whether to put their budget into search Pay-Per-Click (PPC) adverts or social media sites PPC adverts

One minute marketing tip: Take the helicopter view

We talk with a large number of business owners and managers about growing their businesses and often marketing is seen as too big a subject, confusing or is simply put to the back of the queue in deference to the daily onslaught of running a business. So where to start when considering “what to do now in my business marketing?” [More...]

What is marketing?

At a recent business breakfast somebody asked me, “So you are in marketing. That’s advertising, right?” That got me thinking. I know what marketing is, as it relates to growing businesses for clients, but perhaps I was not clear enough when communicating. Exactly how do I describe what marketing is?


How much does your social media cost?

How many businesses use social media platforms as part of their marketing for the wrong reasons? There is no doubt that social media extends the toolkit that the business owner and marketing person have at their disposal to communicate messages to existing and potential customers. But do you know what return you are receiving from your social media investment?


Is your website mobile ready?

You have a business website that works fine on your PC, but have you checked how it works on a mobile?

The use of mobile devices to browse websites has grown phenomenally in the last year and now makes up between 10 and 50% of visitors to websites. This is continuing to grow fast and will probably grow faster as customers make the switch to 4G.

Are you counting visitors or customers?

One of the other regular questions we are asked at One Vision is “How can we create more traffic to our website?”

Well, the only reason that you would wish to create more traffic to your site would be if you could collect payment from every single visitor just for the privilege of visiting your web site. This would be like a department store charging you an entry fee just to be able to come in and browse.


Too busy to market your business?

Too much to do and not enough hours in the day? Is this you? If you are running a business you will have demands placed on your time covering every function. Customers will need attention (are you giving them enough time?), I need to keep an eye on the finances, products need development, suppliers not quite delivering, my IT strategy is probably overdue for a look, phone calls, emails and more emails... when do I have time for marketing?