Adwords – Is it working for you?

I am a single owner of my company and product. Naturally, I rely heavily on search engine to bring me the traffic. Over the past years I did heavy google adwords marketing and it worked great for me. But managing adwords is a kind of a part time job so I started reducing the budget and spent more time in gaining exposure through other channels. If you look at my google analytics, it becomes clear that Google is my sole breadwinner and that is joyful and scary at the same time,yep!

But I can do nothing about it, can I? In the early days, I would work very hard to just get on the top 100 list for the keywords ‘BI Dashboards’. I would tweak and tweak my website content. I did not know anything about SEO. So I started learning about it. But still all my efforts were to please the Google lady!

Dashboard software is heavily dominated by the big fish like Oracle, Cognos, SAP and so on. I unknowingly fell into the ocean filled with these sharks. They have armies of sales people who sell their products. My software is no match with what they offer. I had way too less features and was desktop based software. Slowly I found my niche in the small business section. Now everybody defines small businesses through their own lens and how big they themselves are. But for my company, a small business is someone who finds my software just functional enough and pricing irresistible.

My resources were limited and time was locked in constant product improvement. So Adwords rescued me! It allowed for me as a single owner to set aside few hundred dollars and guarantee a minimum number of leads to my website, a percentage of which converts to sale and a percentage of the sales goes into the adwords budget. Nowadays I no longer login to adwords even though I have running campaigns. Without google adwords I wouldn’t have gotten my business to where it is right now.

Recently came across a friend’s website and his analytics revealed that he gets 4 times my traffic and Google search occupies a tiny slice on his pie chart. Vow! that is amazing. So there are so many other ways to generate traffic (social media, article submission etc) and since google is a tiny slice for him, I told him that he has so much room and could increase his traffic many folds by concentrating on SEO.

I believe adwords is a necessary expense/investment for every small business but also need to work on changing the Pie chart that shows Google as the biggest referral. Is adwords working for you?