Why is it so hard to convince people that advertising works? Most businesses have tried advertising, and while some will swear by it, others run screaming. That’s probably because they’re not advertising effectively—going through poorly valued sources that don’t hit the right target market. This is not a new problem. John Wanamaker—famous retailer, and inventor of the price tag and the department store—once said, “I know that 50 percent of my advertising is wasted. I just don’t know which 50 percent.”
While this is an old problem, there is a new solution. Thanks to the brilliant men and women of Google, Internet Advertising is at the dawn of a new awakening. Their system works through a series of bids that you make on certain desired keywords—anywhere from a few cents to a few dollars. Your ads will only be shown when people search your keywords, so you can be sure that you’re reaching an audience that |
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is interested in your services. Not only are they interested, they are actively seeking them out. Only if your ads get clicked, will you pay. The system is ingenious.
Though it’s an ingenious system, it can be fairly complex. It’s best to have one of our experienced marketers set up and monitor your account, to ensure that you’re using every penny wisely.
If you’ve never considered advertising, we’ll leave you with this—one of our favorite proverbs with a bit of our own twist:
A man wakes up in the morning and drinks some advertised coffee, eats his advertised cereal, and reads his paper filled with advertisements for coffee and cereal. He takes a shower with advertised soap, and advertised shampoo—it’s actually two-in-one conditioner and shampoo. He uses that one because the commercials said it would save him time in the locker room at the gym. He still buys the shampoo |
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even though he never goes to the gym anymore—not since he bought that new home gym they’re always advertising during the news. He thinks, maybe if he started using it, his wife wouldn’t be using the shampoo that makes all the women climax in their commercials. But that’s just silly, because he thinks, because, “Advertising doesn’t work.” He then gets in his advertised car, fills it up with advertised gas, and drives to the store he owns. He sits in front of his advertised computer screen all day and wonders why nobody is coming into his store, which he refuses to advertise for because, “Advertising just doesn’t work!” He then goes home thinks about his business troubles all night, and after sleeping on it (all the while on an advertised mattress, mind you), he decides to sell his business. “It’s the only solution,” he concludes. So, first thing in the morning, he calls the local paper to advertise, “Business For Sale!” And before the end of the day, his phone is ringing off the hook with offers.
Think about it.
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