Photographers Need to Be Careful Using Google Advertising!
Google is usually the first place for service buyers to look for a wedding photographer. Currently there is huge search volume for photographer related keywords at Google; around half a million people search for “photographer” related keywords every month in the UK.
If you’re a photographer looking for work this would seem a good opportunity to advertise on Google, having access to a huge pool of potential customers. However, there are some serious issues to consider here.The likelihood, if you are an inexperienced Google Adwords marketer, is that you will most probably waste your money in a relatively short time. It is a very common mistake by businesses who start out on Google AdWords to spend money attracting irrelevant traffic to their site. Although Google AdWords might be showing say 10 clicks for the keyword “wedding photographers” it does not necessarily mean that those that clicked your Google ad are genuinely interested in wedding photography. This is a result of not properly configuring your match type of the keyword you are bidding on. The match type is broad match as default and not many advertisers are knowledgeable enough to track the success of broad match and switch to exact or phrase match type query. If you go to keywords/all keywords tab in your AdWords account campaigns, you might see a lot of irrelevant keywords, such as “royal wedding photos”, “photography course”, resulting from broad match issue, which you don’t want your ad to be associated with.
In addition to irrelevant keywords that might trigger expensive photography ads (which cost usually around £1 per click or even more), photographers also face a second problem which is the conversion of a visitor to a customer. Like most small businesses and freelancers, assuming that the search term triggering your ad is highly relevant, photography advertisers at Google think that if someone clicks on the ad and comes to the site, he is a genuine lead. Unfortunately why he is not! If somebody is clicking on your ad, he is clicking not only on your ad but many other ads to do window shopping. It is common that many service buyers click on many or all ads at search results, and making Google rich, and check each website to decide whether the photographer is good enough and which ones to call to get a photography price quote. So, by paying around £1 per click, you are getting a chance of a lead only… You can increase your chances of receiving a call from that searcher by making your website very trustworthy, but this requires more investment.
Therefore, many experienced online marketers strongly believe that advertising at Google is for big brands not for freelancers or local businesses. If your market is not nationwide photography, don’t waste your valuable money at Google. Chances of return on investment will be very low. Alternatively, you should educate yourself very well with this kind of photography marketing to be able to benefit from Google advertising fully.
Photographers are strongly recommended alternative marketing channels such as word of mouth, referral schemes, Google Places for business, directory listing and unique photography lead generation services like www.Photographer4me.co.uk, where photographer service buyers post a job and photographers simply submit a quote. This is a targeted and cost effective way for any photographer to market their photography services.