Why Use Google AdWords?
SEO • Web
Growing your business requires raising awareness of it using effective digital advertising. AdWords can help you achieve that, but it takes time, effort, and money
Using Google AdWords to promote your company and its products and services online has become commonplace for one simple reason: it’s effective.
In fact, Google’s search and advertising tools helped provide US$165 billion in economic activity in 2015, and an estimated 1.4 million businesses and non-profit organizations benefitted from using Google’s services.
What is Google AdWords?
It’s an advertising service Google offers to businesses of all sizes and industries to bid on certain keywords, and display digital ads on Google’s search engine and across its advertising network. For instance, whenever you perform a search on Google, you’ll see ads that appear above the sites Google recommends. These are known as pay-per-click (PPC) or cost-per-click (CPC) ads. Whenever you use AdWords to advertise your company or service in this manner, you will pay Google when someone clicks on one of your ads.
As straightforward as that reads, alas, there’s a catch.
“Many a small thing has been made large by the right kind of advertising.”
In-Depth and Highly Customizable but Confusing
While AdWords provides an impressive breadth of functionality and features, as well as the ability to customize and track your marketing efforts, it’s also remarkably overwhelming to set up campaigns and manage them effectively.
True, AdWords can lead to an uptick in legitimate sales leads. But like all technologies and digital services, there are potential downsides. In the case of AdWords, these include:
Its interface is overwhelming. There’s a steep learning curve. Using AdWords effectively and getting the return-on-investment (ROI) you need to achieve requires considerable effort and time to manage.
It can be expensive. You’re paying for clicks, not guaranteed sales. Never forget that. Furthermore, a lot of folks will open an AdWords account, start the process, but then find it to be too much work and let it lapse. If you set up an AdWords account using your personal credit card, even if you haven’t logged in to AdWords and adjusted any campaigns you may have initially established, be aware that you’re still be charged for them each month.
It’s not necessarily a level playing field. For small companies with limited advertising funds, AdWords will not make it easy or affordable to compete against large corporations with massive budgets when bidding on keywords. Google has taken steps to make it equitable for all by trying to ensure its users see ads that are relevant and timely, but a company with a large budget versus one with a modest budget can drive up the cost of certain keywords.
Errors are costly. If you make a spelling mistake in the keyword you target, or if the landing page your ad is directing traffic to is teeming with errors, Google may penalize you because it wants to promote high-quality content and ads foremost. Gaffes like these can be corrected, but if you don’t catch them immediately, they can hurt your company.
Using AdWords the Right Way
Despite the challenges, AdWords is a highly effective customer lead generation tool for most businesses, and inarguably, it’s the most powerful advertising tool ever created.
An AdWords campaign that’s constructed smartly – as well as the ability of your company’s website and the quality of the content on it to convert click-thrus to sales – can yield a positive ROI. Even for organizations operating in highly competitive industries like dentistry, hospitality, or finance and insurance where targeting specific audiences to see your ads can be costly, there are strategies you can employ to get the visibility you want.
Get a bigger bang for your buck when using Google AdWords. As a certified Google partner, Treefrog has the experience and expertise to work closely with Google Account Strategists to ensure your advertising dollars are spent wisely. Get in touch and let’s get started.