Search marketing and the screaming fans

Crowd at the FootballWow, 90,000 screaming fans at the stadium, what an experience! The adrenaline is racing, the excitement is high.

What a chance to get your banner ad in front of all these prospects! Not.

What’s wrong with getting your message across to 90,000 screaming fans? Plenty. For one thing, they are thinking about the footy, which is maybe good if you’re selling beer or snack foods. But to advertise most effectively, you want to get their attention in the right frame of mind. That’s why its no good catching people’s attention with a scantily clad picture if you want them to pay attention to a product not related to the scantily clad model.

So getting your banner in front of 90,000 screaming fans isn’t always the best option.

Search marketing is very different. Imagine those same 90,000 people, but this time we can magically track what they do after they leave the stadium. We notice when they have a problem and go looking for a solution. A lot of them will use the Internet, and search using a keyword. Where do you want to try and get attention? In front of 90,000 screaming fans, with mad football skillz on their mind? Or after they have searched on a keyword that shows an interest in your product?

Using Google AdWords doesn’t cost you anything to display your ads. Choose your keywords, write your ad, set your landing page. No cost. If they click on your ad and come to your landing page, that costs you. How much depends on the keyword. If its a niche keyword, it will possibly be between 10c and 30c. If you get 300 interested clicks, that might be between $30 and $90.

But consider these differences:

  • They are interested in your product – its not just a random screaming fan.
  • They are in the right frame of mind – they are searching for a solution to their problem, not doing something else.

Not only does search marketing cost less than equivalent traditional marketing approaches, it gets the right people in the right frame of mind. Search marketing means small business doesn’t have to pay through nose to try and compete for the attention of 90,000 screaming fans, when what we really want is the attention of just the right people at just the right time. And search marketing offers us just that.

Search marketing has changed the rules in favour of small business. Take advantage of that. Leave the super boxes and banners to your big competitors.