Find out how a properly executed AdWords campaign can be a powerful advertising tool.
With AdWords you pay to have your ad or ads displayed in prominent positions on the results pages or directly on specific websites. Once you compose your ad you link the ad to a list of “keywords” which you decide on as a “best guess” to match what people will actually search for.
Google AdWords provides a Keywords Tool within your account to explore this area more and will also make keyword suggestions.
When you kick off your campaign you are charged each time someone clicks on your ad. The cost of the click varies and its related to how competitive the bidding is for that particular keyword on that day. You can set a maximum CPC or let Google calculate it automatically. You can also set a daily budget for your campaign.
Lets look at the benefits
You can start off with a very small budget to “test the water” and pause your campaign whenever you want.
You can see straightaway the success or otherwise or your campaign and make adjustments on the fly. The reports will show you how many times your ads appears, the “click-through-rate” (CTR) to your webpage and the position the ad is shown in, with position 1 being the top of the search results.
It is also possible now to integrate Google Analytics with Adwords allowing you to directly compare organic and paid-for traffic, which is very useful.
You can avail of a range of options such as just having your ad displayed on the search network only, at scheduled times or specific geographical locations. The ad can be paused or the maximum CPC for a particular keyterm can be manually changed. The ad can be tailored for specific devices, for instance, mobile. You can also include “negative keywords” to ensure your ad is not being shown for any irrelevant keywords which could ultimately cost you money when someone clicks.
Once your campaign starts you should start to see your ad appear straight away. Traditional SEO can often take months before real results are achieved. Also there is evidence that conversion rates are better with ads as they are generally more targeted.
What are the negatives?
Isn’t Organic SEO free?
Unfortunately not! Even if you don’t pay a third party and do it “DIY” you need to invest substantial time and effort into SEO activities. Also, with AdWords you can control the position your ad appears in (albeit you may need to amend your budget!). The same level of control is much more difficult to achieve organically.
Google AdWords are expensive
Many times businesses are very disappointed with the return on AdWords and end up just increasing their budget to try and get more traction. Unfortunately this type of blunt instrument approach rarely works.
People ignore ads
While this is true a lot of the time some people do actually click ads that are of interest to them and this is why businesses invest so heavily in them.
Just like any other online activity Google AdWords needs to closely managed on an ongoing basis. The real attraction of AdWords is that it is so flexible and the results are fully measurable, so costs can be controlled easily and ROI measured accordingly.
With sponsored ads taking up more positions on the results page (not surprising considering advertising accounts for 95% of Google’s revenue!) it can be really important to consider AdWords as part of a businesses online marketing strategy.