How not to compete for expensive Google Adwords

How not to compete for expensive Google Adwords.

Competition. We have all experienced it. Some of us have more of it than others. Why are some businesses surrounded by flames, drowning in the noise of the competition, while others seem to thrive and soar forth from the fire like a phoenix?

If you’ve experienced intense competition, learning how to position your business as unique can help. Think of the scenario where you have an online store where the products you offer are also sold by 20+ other online stores, albeit at lower price. If you can figure out how to compete in that scenario, don’t you think you can figure it out elsewhere? Perhaps these techniques can apply to you.

Do you hear yourself saying “Google Adwords for my category are too expensive”? If you answered yes, then listen up.

I know the drill. I’ve been there. I’ve had a business, an online store, where each of the products I sold was also available through numerous other online retailers and at a lower price. So how did I grow that business to produce over 6-Figures of recurring income?

Position Yourself as Unique

One technique to position your business as unique in the marketplace is to define a niche.

How do you become unique when there are hundreds in your niche?

1)      Get exclusivity: Get an exclusive license to distribute a particular product line.

2)      Create unique products. Become a creator, manufacturer or importer of unique goods or services.

3)      Carve out a niche to promote your products.

Carve out a niche

Identify a niche and position yourself uniquely in that niche. Anyone can do it. You just have to train your brain to think a little differently.

You see, while most people are selling their products and services based on topic, or category or supplier or brand, very few actually promote their products based on the solution they provide the customer. Focus on the solution, and you can set yourself apart from the field.

“What does this actually mean? How do I apply this?” You ask. Let me give you an example.

My company sold contemporary furniture and accessories. So I spent time paying for Google Adwords related to bed, dresser and nightstand unsuccessfully. These Google Adwords were too expensive. And there was too much competition. I had a little success buying keywords based on the name of the designer of one particular product line. But, the people searching by the designer’s name were looking for the lowest cost. I didn’t want to nor could I afford to lower our profit margins by competing on price. Sound like a familiar scenario?

What happened next transformed the business. You see, while talking with the supplier one day I asked “Why do you think people buy your product? What is the big appeal?”

You know what he said? “Storage. Originally the designer created this line because there was no space in the apartments here in the city. So people bought the beds to get more storage.”

That 2 minute conversation transformed my business into producing a 6-figure a year income with NO COMPETITION.

Focus on the solution

I went home and switched our Google Adwords to “storage beds”. Our customers were looking for a solution. We were the only ones to give them a solution that also made a design statement. Style and function in one.

Our customers were now buying from us because we offered a solution to their problem of no storage. There was no one else selling this product line as a solution. Our customers didn’t even know that the product was available elsewhere. They thought it was exclusive to us. Why? No one else thought to sell the solution to the customer. Everyone else was still competing for the people seeking the brand; the ones that wanted the cheapest price. We kept our margins and got more customers.

How can you find a niche for your non-unique product or service where your competitors aren’t competing for the same keyword? Can you focus on the solution?

If you’d like to learn more about how to sell online, listen to our free teleclass “5 Simple Strategies to a 6-Figure Online Store: How to make FAST RECURRING INCOME so you can live the life YOU want!” Register at http://www.6FigureOnlineStore.com.

About Debra Zimmer

After 25 years of growing entrepreneurial businesses at companies such as Microsoft, where she attracted 700,000 members into an online community in 18 months and then grew a second one to 250,000 members in 10 months, Debra Zimmer then struck out on her own to grow an online retail store to 6-figures of income and put it on AUTOPILOT for 3 years. With an engineering degree and an MBA from Columbia Business School, Debra is the undisputed expert in helping experts, entrepreneurs and executives to focus their brilliance and magnify their impact using social media and internet marketing tactics.

Comments

  1. You obviously have a great command of how to use keywords for internet marketing. What I found, however, was that I got lots of clicks with Google Adwords, but no follow-through with sales. My budget was too small as a startup for this tool to have any impact on my sales, regardless of what price I paid for the keywords.

    Myrna Greenhut
    Points of Persuasion Syndicate
    http://www.p-o-p-s.com

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