Use Adwords as a Research Tool for 3 Big Advantages

Posted by Laura Bergells

February 27, 2007

Often, companies look at Google Adwords as an online advertising solution.

Period.

I take a much different approach.

Initially, I often recommend that clients develop several keyword-targeted Adwords campaigns as a market research platform.

Yes, my clients get an advertising benefit — but that goal is secondary. When you begin using Adwords, think of it as an online marketing research tool, not as a total advertising solution.

When you think of Adwords as a research tool, you will unlock three very important online marketing secrets about your website that will greatly enhance your long term success. You will learn:

which search engine keywords are most likely to attract desired visitors,
which ad copywriting techniques generate higher click-throughs to the site, and
which landing page design and copy elements yield optimal results.

Research & Test. Use Adwords to research and test the most likely organic search engine marketing results before you invest too heavily in site writing, programming, and design.

Investing in Adwords campaigns can yield valuable online marketing metrics, very quickly. Within a few days, you will know:

How many times a particular keyword phrase was searched at Google
How many times a searcher clicked on your ad at Google
What the site visitor did when they visited your site

Why this is important: you may fall in love with a particular set of keyword phrases. And you may adore the look or feel of your website. But Adwords metrics may reveal that very few people search for a pet keyword phrase at Google… or that people who visit do not fully engage with the site’s content.

Done properly, Adwords gives you valuable market research along with site visitation. It allows you to make necessary changes to your site and online campaigns to enhance the viewer experience. You can continue to test and tweak until you get it right.

You will gain keen insight and market knowledge for developing online advertising and content that truly connects with your online prospects, exactly when they are most interested in engaging with your online content.

Summary of Benefits:

You will find out (quickly) which online promo techniques are working. . . and which are not.
You will know which keyword phrases are most effective for attracting visitors.
You will gain insight into copy that attracts converting visitors to your site.
You will better understand which specific techniques assist with attraction and conversion.
You will quickly gain (some) visitors to your site.
You will have measureable marketing metrics upon which to base ongoing marketing decisions: so that you can continue to attract only the best prospects to your site and enjoy a lower cost per aquisition.

If you are investing in Google Adwords, do not play the “let it ride” game! You can gain a wealth of information about your market, your industry, and your website by carefully reviewing and tweaking your Adword campaigns for optimal results.