Why Use AdWords?
So, Why Go for AdWords Anyway?
As a newcomer to Google AdWords, you’ve probably read loads of guides giving you the works on how to set up a great AdWords campaign, how to use AdWords to fit your budget and other such how-to related material. But have you ever asked yourself why you should go for it in the first place?
Google AdWords is great, we know that. Being Google’s prime money churner and accounting for 64.6% of clicks on commercial intent keyword searches, Google AdWords is obviously working. But why is it working? What makes it click? And most importantly, is it right for your business?
In this article, we’ll try and find answers to these questions.
AdWords Can be Measured
Ask a marketer how effective his recent TV or magazine advertisement was in quantifiable terms. A clueless shrug will be the answer. But unlike other mediums of advertising, Google AdWords is measurable.
In fact, even compared to other methods of online promotion and marketing such as SEO, AdWords ranks as one of the most measurable online channels in an online marketer’s belt. With a host of PPC metrics and Google’s own Analytics feature, you can now put a microscope over your ad campaign to see what’s happening. This lets you correct any issues that might be messing your campaign.
For us, this has to be the biggest advantage that AdWords brings to the table. Some people beg to differ. Measurability is all well and good, they say, but the biggest strength has to be that…
As a newcomer to Google AdWords, you’ve probably read loads of guides giving you the works on how to set up a great AdWords campaign, how to use AdWords to fit your budget and other such how-to related material. But have you ever asked yourself why you should go for it in the first place?
Google AdWords is great, we know that. Being Google’s prime money churner and accounting for 64.6% of clicks on commercial intent keyword searches, Google AdWords is obviously working. But why is it working? What makes it click? And most importantly, is it right for your business?
In this article, we’ll try and find answers to these questions.
AdWords Can be Measured
Ask a marketer how effective his recent TV or magazine advertisement was in quantifiable terms. A clueless shrug will be the answer. But unlike other mediums of advertising, Google AdWords is measurable.
In fact, even compared to other methods of online promotion and marketing such as SEO, AdWords ranks as one of the most measurable online channels in an online marketer’s belt. With a host of PPC metrics and Google’s own Analytics feature, you can now put a microscope over your ad campaign to see what’s happening. This lets you correct any issues that might be messing your campaign.
For us, this has to be the biggest advantage that AdWords brings to the table. Some people beg to differ. Measurability is all well and good, they say, but the biggest strength has to be that…
AdWords is Very Flexible
What if you could handpick the people you wanted to advertise to? Google AdWords lets you do that, (that is, if you know how). With a bevy of customization options in its kitty, AdWords gives you a homing device to pinpoint your potential customers.
For instance, with AdWords you can:
What if you could handpick the people you wanted to advertise to? Google AdWords lets you do that, (that is, if you know how). With a bevy of customization options in its kitty, AdWords gives you a homing device to pinpoint your potential customers.
For instance, with AdWords you can:
- Target your customers using keywords. Basically, you find out what they search for, and include those keywords in your own ad to meet them.
- Narrow your audience down by adjusting location, time, language, device or browser type.
- Use the display network to your advantage. Display networks are cheaper to use than Google Search, and are widely thought of as more effective in building brand awareness.
AdWords Gives Better Conversion Rates than SEO
While organic methods of marketing, such as SEO are not to be underestimated, there’s a widespread consensus that PPC converts better than SEO. This is probably due to the host of targeting features in programs like AdWords that allow you to advertise to those who are more likely to be interested in your product or service.
You might argue that using keywords in SEO essentially does the same thing, but with the sheer accuracy of AdWords targeting, you’re much more likely to get business from visitors.
While organic methods of marketing, such as SEO are not to be underestimated, there’s a widespread consensus that PPC converts better than SEO. This is probably due to the host of targeting features in programs like AdWords that allow you to advertise to those who are more likely to be interested in your product or service.
You might argue that using keywords in SEO essentially does the same thing, but with the sheer accuracy of AdWords targeting, you’re much more likely to get business from visitors.
AdWords Aids Various Marketing Channels
SEO fans will continue to swear by the organic methods. They continue to argue that SEO and link-building are cheaper channels with practically the same results. But hey, there is no conflict here. AdWords can actually help your other marketing channels.
How?
Well, there’s a resource called Remarketing. Basically, you can use a ‘cookie’ in AdWords to track people who may have viewed your blog or website before. Then, you can have your ad ‘follow’ them around. So, you see, Remarketing helps your alternative marketing channels such as your blog or website by bringing previous visitors back into their arms.
Not clear?
For instance, let’s say you read an article on Lonely Planet’s website. Chances are high that in the next few days, you will see an ad by Lonely Planet on the side, even as you’re surfing through unrelated websites. This is how AdWords ensures that your brand stays on top of your potential customers’ minds.
If used correctly, AdWords can give tremendous boost to your business. But one thing that people tend to forget is that the landing page (the page that visitors are directed to when they click on the ad) is just as important as the ad itself for conversions. A poorly designed conversion page with no clear CTA (call to action) will chase the visitors away. So make sure your landing page is clutter-free, aesthetically appealing and clear on what you want out of your visitor (a purchase, a download, or even a sign-up).
The other thing that you also need to focus here is how fast your landing page loads on the browser. This speed depends on the kind of service your hosting company is providing. If your page takes ages (which is what a little more than a few seconds feel when you’re online), chances are that your visitors will close the page and move on. So, if you want your business to do great and your ad to be effective, choose a good web hosting company. If you’re using WordPress for your website, IX Web Hosting is one good option for you.
Let’s rewind to the questions we asked at the start. Why is Google AdWords working? Because it’s flexible, measurable and has been known to give better conversion rates than traditional SEO. What makes it click? The fact that, despite having a price tag, it only makes you pay when search engine users click on your ads. And lastly, is it right for your business? Well, if your business product or services are searched for on the internet, then yes, Google AdWords is right for your business. So go forth, and make your mark with this amazing advertising product that Google has provided.
SEO fans will continue to swear by the organic methods. They continue to argue that SEO and link-building are cheaper channels with practically the same results. But hey, there is no conflict here. AdWords can actually help your other marketing channels.
How?
Well, there’s a resource called Remarketing. Basically, you can use a ‘cookie’ in AdWords to track people who may have viewed your blog or website before. Then, you can have your ad ‘follow’ them around. So, you see, Remarketing helps your alternative marketing channels such as your blog or website by bringing previous visitors back into their arms.
Not clear?
For instance, let’s say you read an article on Lonely Planet’s website. Chances are high that in the next few days, you will see an ad by Lonely Planet on the side, even as you’re surfing through unrelated websites. This is how AdWords ensures that your brand stays on top of your potential customers’ minds.
If used correctly, AdWords can give tremendous boost to your business. But one thing that people tend to forget is that the landing page (the page that visitors are directed to when they click on the ad) is just as important as the ad itself for conversions. A poorly designed conversion page with no clear CTA (call to action) will chase the visitors away. So make sure your landing page is clutter-free, aesthetically appealing and clear on what you want out of your visitor (a purchase, a download, or even a sign-up).
The other thing that you also need to focus here is how fast your landing page loads on the browser. This speed depends on the kind of service your hosting company is providing. If your page takes ages (which is what a little more than a few seconds feel when you’re online), chances are that your visitors will close the page and move on. So, if you want your business to do great and your ad to be effective, choose a good web hosting company. If you’re using WordPress for your website, IX Web Hosting is one good option for you.
Let’s rewind to the questions we asked at the start. Why is Google AdWords working? Because it’s flexible, measurable and has been known to give better conversion rates than traditional SEO. What makes it click? The fact that, despite having a price tag, it only makes you pay when search engine users click on your ads. And lastly, is it right for your business? Well, if your business product or services are searched for on the internet, then yes, Google AdWords is right for your business. So go forth, and make your mark with this amazing advertising product that Google has provided.