If you use Google Adwords for your business you probably know two things: You definitely pay for the service every month. And you definitely don’t know if it’s working.
The effect is very similar to the direct mail campaign. Design a nice flyer, letter, coupon etc. Send said ad and wad of cash to direct mail company. Wait by phone for customers. Without a crush of new business it’s hard to assess if the campaign worked. Yes, you got a few new customers, but why? Did they come from other sources? Hard to tell.
What would be more effective to know is why didn’t the ad bring you a crush of new business. Was the ad design bad? Was the mailing list not your target market? If you had those answers you could pivot your strategy for next time. And that’s where Google’s power comes into effect with a side benefit to using its Adwords service – keyword data.