Advertising, when done correctly, is part art and part science. Unfortunately most small businesses only consider the art – they spend money on design services, copywriters, color selections and logos. Completely ignored is the science: documenting and measuring user actions, analyzing results, feedback loops. Today’s guest contributor, Sara Morgan, is an author and marketing consultant. She recently conducted several online advertising experiments for her own business and has kindly offered to share her experience and conclusions.
Is Paid Advertising a Waste of Money for (My) Small Business?
I am a former corporate web developer who now focuses on producing easy to follow technical guides for small business owners. Through the years, I have tried various paid advertising campaigns using Google Ad Words, but always met with no success. I had pretty much given up on Google entirely, until the day I got an e-mail from LinkedIn. They offered me $50.00 off one of their Direct Ads and it was at that time that I decided to do a little experiment.