Imagine your Company is at an electronics trade show as a vendor with the greatest and latest new gizmo.  You own the patent, did the research, and know your consumer.  You've invested in fantastic graphics and signs, have a colorful display, and free candy is sitting in your bowl.  Plus, your Company has invested in a brand new flat panel TV for the trade show visitors to win as a gift for just stopping in.  You've staffed the booth with a diligent group of employees from the Marketing Department.  People are walking by and looking, some are registering for the TV, and the candy is gone within the first 5 minutes.  Of course, you've made no sales.

Why not?  There's no salespeople to sell the gizmo.

Take 2.  Your Company is at the same show with a plain display.  No candy, no TV for a giveaway.  Two energetic, well dressed sellers are stepping in front of people as they walk by offering a demonstration of the gizmo.  People are gathering.  You're making sales.  Sound plausible?  You bet it is.

For those of you who are wondering where this is going, here's the punchline.  AdWords is the first step in the sales process.  It's a prospecting tool and a warm lead generator.  For those of you who have delegated the task of pay per click advertising in Philadelphia to an ad agency, marketing firm, or marketing department staffer, think again.  Their job is gathering gross impressions and clicks.  

Skilled AdWords consultants understand your sales process.  What is the customer looking for, who is he, and how does he go about purchasing your product.  What are the steps that the customer takes in making the decision to buy your product or service.  The genius of AdWords is that it is the first step to filling your funnel.  Now, who is going to make the sale?

Gary
www.phillyadwords.com