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Four Reasons Google Adwords is Not Meant for Beginners
By Trish Thackston (c) 2009

Google Adwords is an incredibly powerful marketing tool
with an instant global reach that can take your business
from nowhere to an overnight success. Why wouldn't a new
marketer take advantage of such a powerful tool? I can
answer that question with another question. Why wouldn't
you let someone with a new driver's license behind the
wheel of a race car? Because, unless they are extremely
lucky, they are going to crash and burn. Google Adwords is
the Formula One of online marketing and it is not for
beginners.

As advertising goes, the reasons to avoid Google Adwords
early on in your education is overwhelming.

1) First, it can be very expensive and most new marketers
will exhaust their ad budget before they can successfully
bring in revenue. This is mainly because Google Adwords
can be deceptively difficult to master. The basic formula
is to identify keywords, write an ad that uses the keywords
and have a landing page that completely delivers on what
your ad promises.

2) Next, Google rewards advertisers who solve the problem
their searchers are trying to solve. If you fail to do
this you can expect high cost per click and low traffic.

3) Further, Google purposefully keeps the exact formula for
success under wraps. If you are not getting the results
you are seeking, the support you receive from Google will
be general at best. Expect Google to suggest "improve your
landing page" or "tips for writing ads." On top of that,
Google periodically change their rules requiring you to
change your campaign or face the prospect of high cost per
click or low traffic.

4) Finally, the instant global reach of your Google Adwords
campaign is accompanied by global competition with a wide
variety of skill levels and budgets.

Keep your chin up though. There are many options that
exist for the new marketer.

Initially most new marketers have more time than money and
that can be a good thing (more on that later). There are
many low-tech approaches that have worked for decades and
still do. These alternatives allow you to learn how to
market affordably which will allow for some trial and error
without spending your whole ad budget.

Using some of the methods below will allow you to use
several forms of marketing which is a more balanced and
stable long-term approach. Here is the big bonus: your
competitors are still online spending themselves out of
business with Adwords!

Here are just a few options when thinking about an offline
marketing campaign. They may not be sexy, but they are
time-tested, and still very effective marketing tools.

1) Newspaper Advertising - requires only a computer and 800
number. Information about newspapers from around the
country is easily researched online and ads can cost as
little as $10 per week.

2) Flyers - this is a big one for those who have time but
little money. Getting flyers or business cards made is
cheap and easy using a site like vistaprint.com. Spend a
couple of hours a day papering parking lots. The key with
this plan is to put out a lot of flyers (hundreds daily).

3) Bandit Signs - Simple three line signs that reside at
intersections and other high traffic areas which direct
prospects to an 800 number with a message. Signs cost
between $2-$5 dollars each and work wherever your prospects
pass by or congregate.

4) Warm Market - You have an immediate advantage
approaching people you know because a level of trust exists
between you. Many marketers can get off to a quick start
by starting here.

5) Article campaigns - this is absolutely free to do.
Establish yourself online as a respected and knowledgeable
marketer in your niche. You may still be learning the
ropes about marketing, but you definitely know more than
most people about your business.

6) Blogging - Similar to article marketing in that you
share information about your area of expertise. Once
people see you as a helpful resource they will begin to
seek you out. The key here is to provide new content on a
consistent basis. You can start today with a free site
from WordPress or Blogger

If you have the budget, make Google Adwords a part of your
overall marketing plan AFTER you have established other
forms of marketing. Whenever you are new at something you
need to be allowed to make mistakes, learn from them and
apply what you have learned in the future. Hard won
knowledge is the best way to learn. By starting with basic
(and still viable) forms of advertising you can develop
into a well-rounded, knowledgeable and, ultimately, more
successful marketer in the long term, which is everyone's
goal.
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