We recently launched a food gift website where you can create & personalize your gift. The site has several innovative features which people like a lot. There is an online food gift market in my country. However this site will be the first one enabling personalization.
We contacted several national media reps, bloggers in order to create awareness. Started to get coverage. Also launched adwords campaigns about 2 weeks ago. We had good sales on valentines day thanks to our adwords ads but the search traffic and our sales died the following days and week.
I'm starting to feel that adwords can not be very effective in a giant gift market where there are there are 100s of different products. Therefore we tried to focus on the search terms related to gift baskets, chocolate gifts since people looking for these items may be our potential customers. I cant say that this tactic has worked well either. We are getting traffic but no sales. My adwords budget is going into creating awareness rather than sales.
Im assuming credibility can be an issue, therefore before jumping into adwords getting coverage in blogs and some newspapers may be a better way to create traffic for an innovative product in the beginning rather than banking on adwords. What do you think of the function of adwords in launch of an innovative product ? Should we expect it to function more as an awareness tool (since it will be very hard to trust and buy in the first visit, unless its people are really hectic as the valentines day) rather than a sales based tool.