“Well I never click on those.”
That’s a fairly common reaction I get when describing Google AdWords to people. (Just an aside for those who aren’t familiar with AdWords. AdWords ads are the “sponsored” results located primarily on the right side of the screen when you perform a search in Google. You can learn more about AdWords here.).
It’s the same reaction people have to direct mail and how they put theirs straight into the circular file.
Come to think of it, I don’t think I’ve ever met someone who’s admitted to either opening their “junk mail” or clicking on AdWords ads!
But here’s the thing:
A lot of people do open their “junk” mail and buy the stuff being advertised. Billions of dollars a year of it.
A lot of people do click on AdWords ads. And these clicks are making AdWords advertisers a lot of S.W.I.S.S. Money.
The mistake comes when you make marketing decisions for your business based on your behavior and not your target market’s behavior. Just because you don’t open, click, buy, or care doesn’t mean your prospects and customers don’t.
Remember, it’s not about you – the business owner, it’s About You – your customer.
Keep that in mind, and you’re on your way to building a successful marketing campaign whether it’s online or off.