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According to new research conducted by YouGov, only 18 percent of Small and Medium Enterprises recover their initial investment when using Google Adwords. The results of the survey which were recently published by Workbooks.com, provider of CRM software, questioned over 500 managers of small businesses around the UK. The results revealed that 82 percent of small businesses either don’t get their initial outlay in Google Adwords back, or they’re not sure whether they do or not.

The CEO of Workbooks.com, John Cheney said that the results of the survey echo the discussions they hold with customers. Cheney points out that small business owners feel that it is necessary to have a presence online, and therefore Google, but aren’t able to quantify the results. He said:

“SMEs feel they need to be ‘seen’ on Google, but they just don’t have the tools to measure the effectiveness of their investment. With Google Adwords now well established as one of the world’s leading advertising media, offering enormous potential for a more level playing field between SMEs and their larger competitors, it is a real shame that many firms are still struggling to quantify the benefits.”

The results of the research show that it is crucial for businesses to invest a limited budget for marketing in a way that will maximise the investment. A new service from Google called Adwords Express will make it easier for businesses to incorporate Google Adwords into their marketing campaign, with many aspects of Adwords being automated.

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