I just talked to a potential client and he raised the following challenge: “I believe it may be easier/more effective to buy some keywords in Google such as “FDI” and “Europe” to increase the visibility of our website.”

That’s a very valid and important question. Would it? I am sure it could but it would cost you a fortune and huge management effort to control the Adwords budget and keyword selection and placement positioning. Not because Adwords is difficult but because FDI is VERY GENERIC. Google would love you for placing that keyword – axe your Adwords credit line and you would end up competing heavily for FDI add placemen at high cost and marginal effect. Not a good idea at all.

What would work is that we agree with you – our Investment Promotion Agency or Location Promotion Agency client – to place Adwords against your profile page on Global-Arena.com. That would bring more effect and more impact for less cost. Way less. And, not at last, we could also tell you by our extensive ongoing FDI research what keywords fit your location advantages and investor acquisition strategy and in what countries it should run. It requires a lot of FDI global market insight to do this right. And that’s the only option you have considering the drain potential of this instrument on your marketing budget. Adwords the Tyrannosaurus Rex running around in your marking budget and department. Its impressive but hungry all the time.

I could go on for another 2 pages on this great topic in more relevant detail. We should. We will dive in to it in more detail in next articles.

Cheers – time to go to bed.