If you’ve never used Google AdWords before, and you’re wondering whether or not it’s worthwhile, this post is for you. Here are 10 reasons to use AdWords.
1. AdWords Is Scalable
One of the trickiest challenges for any marketer is finding lead sources that scale – meaning, it doesn’t require five times the effort to get five times the leads. Google AdWords is highly scalable, which is why some businesses spend millions of dollars a year on AdWords advertising . If you create an AdWords campaign that is converting at a profitable rate, there is no reason to arbitrarily cap spend on that campaign. You can increase your PPC budget and your leads and profits will increase accordingly. This makes AdWords highly effective for businesses that need a lot of leads but are short on time and staff.
2. AdWords Is Measurable
Compared to traditional marketing channels like TV and magazine advertising, online marketing is highly measureable and AdWords Pay-per-click [PPC] is one of the most measurable of online channels. It’s difficult to make exact measurements in SEO because you can’t always know what actions led to increased or decreased rankings.
Social media can be equally difficult to measure. In comparison, AdWords is more transparent, providing tons of PPC metrics that allow you to see at a granular level what works and what doesn’t. You can pretty quickly determine if your campaigns are returning ROI.
3. AdWords Is Flexible
AdWords provides tons of options so you can customize your campaigns and ads to your particular needs, hyper-targeting the audiences you most want to reach. For example, with AdWords you can:
Specify keyword match types – You can, for example, only display your ad to people who search for an exact keyword you specify, like “new cars” – filtering out traffic on general terms related to used cars or new clothes. (with SEO, on the other hand, you can’t define what you rank for, you can only hope for the best.)
Use ad extensions to display product images, a phone number, a mega-pack of links to your site, your physical location – you can even initiate a chat or get an email address.
Narrow your audience by location, time of day, language, browser or device type and more. A good portion of your SEO traffic may be worthless to you (for example, if you only need US-based leads, and half your web traffic comes from Australia) but in AdWords, you don’t have to display your ads around the world.
You can also access an enormous network of non-search users on properties like Gmail and YouTube and partner sites.
Leverage the display network, which is great for building brand awareness and often converts at a lower cost than Google Search.
4. AdWords Is Faster than SEO
For new businesses and websites, it can take months to see results from SEO. This perceived “penalty” used to be referred to as the Google sandbox effect – people assumed Google was intentionally filtering new websites out of the results. More likely the problem is that competition is fierce and it takes time for a website to “prove” itself and earn authority and links.
AdWords is a great workaround for new businesses because you don’t have to wait so long to see results. While working on your site’s SEO, you can put resources into an AdWords campaign and start getting impressions and clicks immediately. Because it’s so speedy, it’s also a good way to test whether a given keyword or audience is worth pursing via organic search – if it converts well in AdWords, you can deduce that it’s worth trying to rank for in SEO and build out your content in that area. (Just one of the ways that AdWords and SEO are two great tastes that taste great together.
5. AdWords Is Typically Easier than SEO
Once PPC campaigns are built and in place, they require much less effort to maintain than SEO efforts. Not only is the enormous beast of a website very difficult to keep up to date but in order to increase organic traffic, it takes a team of 3-5 constantly churning out SEO content , working on optimization and building links. It’s fun, creative and rewarding when it works – but it’s also a relief to know that we can depend on PPC to deliver leads without all the SEO hoops to jump through.
AdWords is also easier to learn because there’s less contradictory information out there. If you’re not inside the industry, it can be hard as a marketer to know which sources are honest and which are just selling proverbial snake oil. On the other hand, there isn’t a whole industry built around “gaming” AdWords. Check out our AdWords Learning Center for help getting started.
6. AdWords Is Taking Over
AdWords accounts for about 97% of Google’s revenues and more and more above-the-fold real estate is given to ads rather than organic results. AdWords importance will continue to grow and be refined by Google to make sure this important source of revenue continues to grow.
7. AdWords Formats Can Be More Engaging than Organic Results
Google has rolled out lots of new ad formats in the past couple of years, such as product listing ads and in-video ads on YouTube. Google is motivated to do this because shinier, more engaging ads get more clicks and that means more revenue for Google. But higher clicks are good for the advertiser too, so take advantage of these new ad formats and extensions.
8. AdWords Traffic Might Convert Better than Organic Traffic
Paid search traffic is more targeted and qualified (due to those targeting options we talked about above), and that results in ad clicks that are much more likely to be commercial in nature, rather than informational.
9. AdWords Complements Your Other Marketing Channels
AdWords is complementary to your other marketing efforts. Remarketing is an especially powerful way to use AdWords to target people who have shown an interest in your business. With AdWords remarketing, you can track past visitors to your website.
10. Your Competitors Are Using AdWords
Global paid search spending increased by 33% in the third quarter of 2012, year over year. Do a few searches on keywords you care about. Your competitors are likely there in the sponsored results. Can you afford not to be?
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