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Google Adwords That Work by Jon Smith

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Playing with the big boys

There are times when, try as you might, you’ve exhausted every keyword, no matter how specialist or niche, and it’s still an expensive market to be entering. Does this mean you should pack your bags and think of starting again in a completely different industry? Absolutely not! It might mean you need to rethink your pricing model to incorporate the higher cost per new customer, and it might mean that you need to revise your forecasts based on customer acquisition via Google AdWords, but, as the lottery people say, you’ve got to be in it to win it. So, keep going. The key is to spend even more time and effort testing and tracking your campaigns—every penny really will count and those pennies and pounds really need to ...

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