Market research was one of those subjects that people would study only if they were gunning for the corporate world. Small businesses can’t afford to hire someone to do that- not full time, at least.<\/p>\n
For them, market research would be something along the lines of asking locals ‘How do you look that new gum we got?’ after ringing up their purchase.<\/p>\n
Today – that has changed. Now these same businesses can just text ‘How do U lik tht nw gum?’! But that’s not where the biggest leap has taken place.<\/p>\n
Most users of Google Ads have completely missed the fact that they have a market research tool right in front of them. And a lot of that research can be done for less than $100.<\/p>\n
When you test ads on Google Ads, you’re not only getting feedback on which ad is better, you’re also getting an insight into your market.<\/p>\n
Are people responding more to an appeal based around price rather than features? That’s telling you something very important about your marketing.<\/p>\n
It’s something you can transfer directly into your site content. Chances are that if one appeal works best on the ad, it’s probably going to pull well on your site, too.<\/p>\n
You can test different special offers, headlines, even single words. Because of the low cost of Google Ads you can gather data fairly cheaply and quickly.<\/p>\n
That’s the other benefit you can reap from this avenue – you get fast response. It doesn’t take long to get the number of clicks you need to complete your research.<\/p>\n
You can usually accomplish this market research in a matter of days, sometimes hours.<\/p>\n
One other area where Google Ads excels is that in-person research, even if done through a confidential questionnaire, can inhibit a person.<\/p>\n
They end up giving you the answers they think you want; or answers that they believe make them look ‘good’.<\/p>\n
Consciously or not, they often will reply in ways that do not represent how they truly think. Why?<\/p>\n
Because people act on unconscious levels when they go shopping. Interviewing them face-to-face, they switch to a much more conscious state that is probably not how they act on their own.<\/p>\n
With Google Ads, people are responding naturally, often without knowing exactly why one ad pulled them over another.<\/p>\n
That’s why focus groups are often proved wrong after thousands of dollars are spent based on them. This is only a brief touching on what can be done through online\/search engine advertising.<\/p>\n
Google ads may just look like classified ads, but there’s a reason they’ve made the company a billion dollar business in a few short years.<\/p>\n","protected":false},"excerpt":{"rendered":"
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