Blog / Why Google AdWords is Getting Expensive (And What To Do About It)

Why Google AdWords is Getting Expensive (And What To Do About It)

March 20, 2015

Google AdWords search advertising is probably one of the best digital marketing tools out there right now. It is an effective way to reach our target audience right when they are ready to buy.

Why Google AdWords is getting expensive (and what to do about it).

However, there is a problem on the horizon. Every year, Google search advertising gets more and more expensive. If you have been purchasing keywords over the past few years you have seen your Cost Per Click (CPC) rates rise. There are some simple reasons for this rate increase:

  1. Google AdWords has limited inventory. On most search results pages there are only 10 available ad positions.
  2. Competition for the first page of search results is fierce. We all know that 75% of users never scroll past the first page of search results. Everyone wants to be on the first page and will continue to bid CPC rates higher.
  3. Your search ads compete with both local AND national advertisers. National advertisers can move into any market and drive CPC rates higher.

So what does this mean?

You cost per click will continue to rise year after year as more and more digital marketers effectively target the same keywords that you target.

So what is the solution?

Well we can't control the rising costs of Google AdWords but we can create a more efficient marketing system that converts more clicks into customers. So, let's talk about:

Inbound Marketing

Ok, so what is inbound marketing? Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.

So how do you create a successful Inbound Marketing program? There are many different ways to accomplish this goal but the most common technique is as follows:

Step 1: Buyer Research

In this first step we want to create a buyer persona for our inbound marketing strategy. Who is our target buyer and what are their needs? What type of information are they seeking? What type of information would they find helpful in their buying decision?

Step 2: White Paper / eBook Development

Based on our buyer research, we should develop a free white paper or eBook that provides VALUABLE information for our prospect. Our white paper or eBook shouldn't be selling our products or service though. It should be a guide that can help our prospect make an informed buying decision.

Step 3: Landing Page Development

In step 3 we develop a landing page for the promotional offer on our website. This landing page will include details about the white paper or ebook and provide an online form. The form is where a visitor “pays” for the valuable content they’re going to receive by telling you a bit about themselves (e.g. name, email, website URL). By collecting this information, it makes it easier for you to nurture those who are interested in your content. Here's an excellent example of a well designed landing page from HubSpot:

Landing Page

Step 4: Promote Giveaway

In step 4 we develop a campaign to promote our white paper or ebook. The easiest and cheapest way to accomplish this is to add information about our free giveaway at the bottom of our blog posts or website pages. We can also promote the free giveaway through traditional online advertising channels such as social media.

Step 5: Email Acquisition

Congratulations, you are now the proud owner of an email list with qualified prospects. After we have obtained these email addresses we have a few options. First, we can send a weekly or monthly email that talks about our services or we can send a series of emails that eventually end with a Call-To-Action (CTA). CTA's can include invitation to promotional events, seminars or additional marketing offers.

The way inbound marketing can actually work is that you aren't selling your services, you are solving problems. Your are providing valuable information to your prospect which helps illustrate that you are the authority in your field. Plus, the true value of an inbound marketing campaign is the development of your email list. This list can be used over and over again to reach your prospects without any additional advertising cost.

I hope you found this information helpful. If you enjoyed this article, please share it using the social media links below and good luck in developing your own inbound marketing program for your business.

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John Murphy

John Murphy
Blue Bell Marketing

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