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Don't Get Sucked in By the AdSense Hype

When we began updating our company's Internetlosing my focus on what's already working. I
marketing strategy, we figured - based on alldeleted the email and put this guy on my junk
the hype, that we should consider integratingmail  filter's  list.
Google's AdSense contextual advertising into
it. After all we've got a lot of originalSo be smart, don't you get on the "make a
content, some of which has been getting afortune with AdSense" bandwagon. You won't
fair amount or traffic since 1999. Wouldmake a fortune and you'll undermine
AdSense  help  us  further  monitize  that?everything  else  you're  doing.
We are business coaches and consultants withI am not saying that AdSense is a bad thing.
over a century of experience helping businessWe now have AdSense code on 3,000 pages of
owners redesign their companies for thestories, articles, and resources for business
future. Our web site was established to helpowners and professionals - it's free money
us do that and it has been advertiserfrom people we are never going to do business
supported  since  it  was  launched  in 1999.with anyway. But it is not our focus. If you
visit our web site you'll see how we
What we heard about AdSense made it soundintegrate it, hopefully making it attractive
like the perfect solution for us. The adsto the people who are not our ideal
displayed are supposed to be relevant to theprospects.
content on the page. We swap in the code -
they do the rest, sell the ads, collect theWe created and continually develop our web
money and send us a check. What could besite with the primary objective of connecting
better  than  that?with people who'll contact us about our
services. Everything we do is to cast our net
There was a catch however. In order to learnin a wider and wider circle to connect with
about AdSense, more than the bare bonespeople who have never heard of us, so they'll
explanation available on Google, we had to docontact us when they are ready to buy our
online research, which connected us to theservices.
AdSense Internet marketers selling every sort
of secret process and system anyone couldIf, after seeing what we're offering, they
imagine.  The  results  were  overwhelming.don't want to contact us - well they're going
to leave and go somewhere else. What AdSense
Once I clicked on a link for more informationdoes is create a logical place for them to go
- it all goes back to that single click, Inext,  and  we  get  paid  for  it.
was bombarded by the "make a fortune",
"generate massive traffic", "explode yourIt's like getting all the people who don't
AdSense revenue", "capture high payingbuy from us to pay us. Now that's profit! The
keywords", and the rest of the "unlimitedbetter job we do with all the search engine
profit from AdSense" brigade. What a bunch ofstuff the more relevant the AdSense adds are
baloney!so not only do the right people (potentially)
visit our web site to do business with us AND
What I found out, with that first click, wasthe more likely the other are to leave via an
if you request information from one of theAdSense ad when they don't think we have what
AdSense "make a fortune" people, you end upthey are looking for. Last month we had a
getting email from them 24/7/365 and from allclick through rate of 8.53%. We'd have been
of their joint venture partners as well. Ifnuts  to  overlook  AdSense.
the get out the vote people were as effective
as these marketers we'd have a 90% turnout atJust don't be seduced down the hype-filled
the  polls.  But  I  digress.path toward disillusionment. Focus your
efforts on building your business, not the
During the six months or so that we wentbusiness of the Internet marketers who want
through this I spoke to numerous businessto sell you their so-called "insider
coaches and others who have been seduced bysecrets".
the hype and wasted their time optimizing
their web sites for Google's AdSense, whichWhen you do sign up for AdSense and this is a
only served to get people they wanted to domust, use it wisely - to get paid by the
business with to leave them for theirpeople who will never be your customers
competitors. They were optimizing their webanyway. You won't make a zillion dollars in
sites so that people who would otherwise payAdSense riches like the hucksters say you
them hundreds or thousands of dollars inwill, but that would never have happened
fees, would click on a well placed AdSenseanyway.
link and they'd receive thirty cents instead.
However, your total revenues will grow as
Last night, when I was thinking about thisyour Internet marketing strategy becomes more
article, I received another seductive AdSenseeffective.
guru's email. I found myself rethinking what
we are doing - that is working very well thanAnd you'll have put a turnstile on the door
you very much, listening and watching themany of your non-prospects will be using when
video he sent and saying to myself, "Hey,they leave your site forever. Those people
it's only a hundred and thirty seven bucks,you were never going to meet or do business
what  if  it  works?"with will be dropping those nickels, dimes,
quarters, and dollars in your pocket as they
Fortunately the ball game came on before Ileave. A perfect strategy!
could buy it, which would have resulted in me



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