The world has become global and everyone seems to be taking advantage of the technological advancement.
Virtually all known sectors have leveraged on harnessing the versatility brought by this advancement. The marketing sector is in no exception. The slogan used in the marketing parlance is “Be seen everywhere”, to this end entrepreneurs of business concentrate efforts and resources, to give maximum exposure to their products and services. You would agree with me that, a worldwide exposure of my products and services would mean employing a more cosmopolitan approach.
For those who do not know much about “Google Ad words”, here is a definition from Wikipedia that captures it well.
“Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on keywords, predefined by the advertisers that might link the copy to the content of web pages shown to users. Web pages from Google and from partner websites are designed to allow Google to select and display this advertising copy. Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income they generate”
I owned an e-commerce business and the only strategy employed to promote this business and buoy my sales was to employ “Google AdWords” to feature the products I was dealing in. The Google AdWords was to ensure maximum coverage for my products while I pay google per click. This was the sole propelling tool for my e-commerce business. Indeed the online advertising worked magic and spellbound traffic until I was banned. Yes, I was banned!
I was in shock for a while as I had no inkling one could get banned on Google Adwords. A lot of thoughts went through my mind as to what might have happened. I could not even confide in my friends about the new development, because most of them were skeptical about using Adwords in the first place. So, I wallowed in my misery alone. I searched for a solution or many ssolutions, but none seemed to be fit as a salve for my predicament. I read on a site online that some accounts do get reinstated after a while and that gave me hope for a few moments until I went through the requirements to achieve that. The hope I had, came crashing down faster that a rock thrown down from a high-rise building.
Every few months, people bemoan about their banned accounts from google and how the development has impaired on the performance of their businesses. Some companies are never allowed to advertise again while some could be reinstated. My AdWords account was permanently banned and was never considered for reinstatement. There are a number of reasons one could get banned from using AdWords’, but you will have to find that out yourself, if you are so much on the curious side.
A number of people go into e-commerce business as a means of diversifying and reaching out to a wider clientele, especially for those who already have a mud and brick business going. It is no secret that more and more people are getting enamored with the idea of shopping and having business transactions online. You can do it on the go, in the comfort of your room, eliminating the need to spend a long time in traffic, or spend a long time haggling with a really shrewd seller, all the while sweating and gesticulating; all you have to do now is get a good internet connection, have really fast fingers and you are good to go, especially on the auction of things that interest you. Research has shown that overall, nearly 200 million people shop online in the United States alone, a fact which any business person worth their salt would seek to maximize.
I had tried owning a business in the past. I had great ideas and a good plan but I had very little starting capital, which would have been swallowed up by the cost of renting a building for my business alone. I resorted to asking friends to pitch in and the truth in the saying, “too many cooks spoil the broth” became very obvious in no time. Every one of the friends who contributed to my start-up capital decided to start offering ideas on every business decision that had to be made, conveniently ignoring the fact that it was and entrepreneurship and not a partnership. I could not blame them however, as I would probably have done something similar, but then I had great business sense. In the end, I could not manage the pressure they brought and so, I decided to sell out and return their funds to them. That was the end of the business for me.
I took some time out, brainstormed and eventually came up with the idea of taking up e-commerce. I did my research and decided that Google Adwords was the way to go. I had so much confidence in using the Google AdWords to promote my e-commerce business, that I did not think further on any other approach to run a sustainable business, I simply put all my eggs in a basket. Unfortunately, I faced the wrath of Google.
Getting back was a mammoth task, as my account was already blacklisted and I began to observe a steep decline in traffic and sales until it eventually nosedived. There was no point ploughing back the little revenues I had made into an already failed project. I lost the e-commerce business.
I was back where I started, maybe in an even worse position, because now my ego was battered. I had failed twice in the same line of business.
The most essential attribute of an entrepreneur is pro-activeness which means constantly seeking for solutions for any imminent problem, I never bothered about incorporating other business sustainability strategy apart from the Google AdWords.
I simply jumped on the bandwagon of online advertising as a sole propelling tool for a business and I got banned. I lost my e-commerce business on the altar of Google AdWords.