Creating business websites & Google advertising to boost your sales

Is Boost a Bust?

May 27th, 2011 | By | Category: Advertising

Google’s Strategy with Boost

Setting up Google AdWords advertising is wicked hard. Two months ago I taught a four hour class to 20 business owners at Santa Rosa Junior College on AdWords and even though every student left with an active Google AdWords account, the amount of material that needed to be covered in such a short time was brutal. The recent changes to the AdWords dashboard have made it ideal for quantitative analysis wonks and incomprehensible for normal business owners. Boost is Google’s effort to offer something more accessible. Google’s tells businesses that Boost will:

  • Attract more local customers to your website or Place page.
  • Pay only when people click on your ad.
  • Create ads directly from your Places account within minutes.
  • No ongoing management is needed after you sign up. Boost runs the ads for you.
  • Measure the effectiveness of your ads in your Places dashboard.

The Boost set up takes some of the pain out of setting up Google advertising by making it as simple as 1-2-3

  1. select search category from a drop down box
  2. write a text ad
  3. select a monthly budget amount from the suggestions ($50/mo minimum)

How Did Boost Work For This Client?

The customer had been advertising on Google AdWords for five years but was was slipping in page rank because their budget has not increased as fast as the competition for Google AdWords in their category. I shifted their budget from AdWords to Boost for a one month trial.

According to Google Analytics, traffic to the site plunged 94%. Of course the click charges plunged too, but the total Boost clicks for a month was a puny 14! Worst of all, when people searched on the exact business name, Boost charged $7.50 per click, and there was no way to click on a Google Places/Google Maps listing for the business without paying the Boost click charge. That is, the ONLY listing for the business was the enhanced Boost listing. This is in contrast to AdWords where the organic results appear in the left column and the ad appears in the right column. The two listings complement each other in Web searches.

I think Boost might be good for a bricks-and-mortar business that does not have good name recognition (Boost is designed for businesses with actual locations, not home-based or virtual businesses).

Have you tried Boost? What was your experience?

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