You’re in business to:
- Find out what people want.
- Find out how to sell it to them.
- Find out if you can make a profit doing so.
- Fail fast, refine until you’re profitable, or scale up.
If someone searches for “wedding rings Dublin”, then you know they are in the market for wedding rings, and that they are at the end of the buying cycle (since they are searching by location).
You could run a test using different ad headlines such “Luxury Wedding Rings”, “Affordable Wedding Rings” or “Custom Wedding Rings”.
The ad that gets the most clicks would tell you what is foremost in the mind of the searcher.
While fine-tuning this campaign you find out search volumes, cost-per-click, cost-per-lead, cost-per-sale, and whether you can get a positive ROI.
With this information you can either refine until you’re profitable or “fail fast” and move on.
With paid search, by the time you’ve got to step 4, you’ve already done steps 1 to 3 and have either a profitable sales funnel or not.
The biggest benefit of AdWords paid search is to use this purest form of cold traffic to evolve your business offering so that you give the market what it actually wants, and not what you hope it wants.
If you’re not using paid search like this then you’re only buying traffic.