Google AdWords can be really effective if your AdWords campaign is properly set up, managed well and you use Google Analytics to monitor the results of visits to your website from your advertising campaigns. So what are the benefits of using Google AdWords?
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AdWords budgets are completely flexible
One of the biggest concerns I hear from clients who have never used AdWords, or managed their own AdWords accounts before, is that the costs might get out of hand and they could spend more than they ever intended to. Yes, this definitely happens if you don’t know what you’re doing and allow Google too much of a free rein in setting bids. However, AdWords search advertising budgets have a daily limit and individual bids can be set right down to the keyword level. This means that if you want to bid more to appear to people searching for “Red Widgets” than you do for “Blue Widgets” searches, you can do that. Your campaign can be turned on or off at any stage and we can even schedule it to run only on certain days. So if you didn’t want to show anyone your adverts on the weekends or after certain hours, we can do that too.
AdWords can get immediate results, unlike SEO
New websites or websites that are in a very competitive industry can get immediate benefits from running an AdWords campaign. If you want quick results for specific searches, Google AdWords can’t be beat.
But what about SEO, I hear you say? It’s still a good idea to invest in SEO because a poorly optimised web page will not work as well for Google AdWords as one that is more specific to the adverts you’re running. But AdWords has some advantages over SEO;
- AdWords can give an immediate boost to website visits, whereas SEO can take months to generate significant results.
- SEO can’t guarantee results. AdWords can.
- AdWords is cheaper to manage than SEO because SEO requires ongoing intensive effort.
- AdWords reporting is really black and white. SEO reporting is more intangible.
Google want you to use AdWords
By “want you to use AdWords”, I mean that Google are gradually making the first page of search results more and more about paid advertising rather than about ranking highly. They have increased the number of paid ads and inserted more local listings (that also link to ads), which pushes down the natural results that SEO’s work so hard to rank highly in. For many searches, there are now no natural results visible on the screen without scrolling.
Many people assume that “no one clicks on Google Ads” but this is simply an urban myth! As far back as 2012, US company Wordstream, found that nearly 65% of all clicks on Google are paid clicks with only around 35% of clicks on the natural, unpaid listings. At that time, natural listings were far more visible on the search results page! The Wall Street Journal recently reported that Alphabet (Google’s parent company) profits increased 24% in the first quarter of 2016, to a record US$4.88billion on the back of strong demand for paid advertising.
Your competitors are either not using AdWords or using them badly
I am amazed that more companies don’t run Google AdWords. The reality is that for local searches, there are only a handful of companies to compete with and often, they are poorly set up accounts that will stop advertising soon anyway. Either they won’t be able to afford all the useless clicks they get without any return, or the lack of enquiries will prompt them to give up. The fact is that the Google profits mentioned above are only increasing because of how effective AdWords is. If you are not promoting your company using AdWords, the chances are that one of your competitors is – and they are getting the clicks that you are not.
You don’t need to manage AdWords yourself
Google do encourage business owners to run their own AdWords campaigns using a basic version of AdWords called AdWords Express. However, I’ve seen this go badly wrong when clients have just taken all the advice that Google was offering. There was a dentist who I’ve helped with AdWords who was running his own Express account. According to the results he was getting when I took over, he was showing his advert over 100,000 times a month. The trouble was, that the area he lived in only had a population of around 150,000 people. That’s a lot of fillings! Get in touch with us and we can assist you to make the most of your online advertising using Google AdWords.