It goes without saying that Google AdWords is a great channel to use if you want to drive in new leads and sales for your business.
But with that success stories also comes the dread of losing money, failing campaigns, and running out of budget. AdWords is like gambling, only you bet for conversions.
Still, Google AdWords can be beneficial for your business. Here’s why:
1. You can Scale Your Ad Campaign
Scalability is the capability of a system to handle an increasing workload by adding resources, while producing an increase in results accordingly. This is something that Google AdWords can do.
According to Elisa Gabbert, “If you create a Google Ads campaign that is converting at a profitable rate, there is no reason to arbitrarily cap spend on that campaign.”
Simply put, if you see that your AdWords campaign is giving you your desired return on investment, all you need to do is increase your budget. As a result, you should see an increase in your leads and profits.
Because of its scalability, Google AdWords is ideal for businesses that need a lot of leads, but lacks manpower and has time constraints.
2. It is Easy to Measure
Unlike TV ads or any offline marketing campaign, your digital marketing efforts are measurable. And Google AdWords is one of them. In fact, it is more transparent than search engine optimization.
That’s because algorithm changes can make it difficult for your figure out which caused your increase or decrease in ranking. Not to mention that Google has this thing called “not provided.”
Social media? You can be blinded by vanity metrics.
Google Ads, on the other hand, provides you a bevy of metrics that allows you to measure the success of your campaign. These metrics give you a granular view of what is working and what is not.
Thus, you can quickly determine whether you are throwing your money out of the window or you are getting an ROI.
3. You can Customize Your Campaigns
The beauty of Google AdWords is that you can customize your campaigns. This enables you to hyper-target your desired customer base.
Here are different ways on how you can customize your pay-per-click campaigns:
Using Specific Keyword Match Types
You can choose to display your ads when someone types in “yosemite camping” on Google. Depending on the keywords that you specify while building your ad sets, your ad can appear for the following:
- yosemite national park ca camping (implied words)
- Yosemite campground (paraphrase)
- Campsites in yosemite (same intent)
Using Ad Extensions
Ad extensions are great for displaying product images, phone number, address, and other important links on your site. This can help your ad copy to be more compelling, which can help increase your click-through rate.
Adding Parameters to Narrow Down Your Audience
Do you know that you can select the location where your ads should and should not appear? You may also choose to make your ads appear based on time of day, language, browser, and device.
4. You can Get Instant Results
Another cool thing about Google AdWords is that it you can get results faster than SEO. Once you run your PPC campaign, you can start getting impressions and clicks immediately.
This is ideal for businesses that are starting to build their online presence. While waiting for your SEO efforts to kick off the ground and bring in ROI, your paid online ads can help drive traffic and leads to your site.
You can also utilize Google AdWords to help you figure out which keywords you should aim to rank for organically. As Gabbert puts it, “If it (your target keywords) converts well in Google Ads, you can deduce that it’s worth trying to rank for in SEO.”
5. It Requires Less Effort to Maintain
Compared to SEO, your PPC campaign requires less effort to maintain once it is set in place.
All you need to do is set it up, run it, and see how it’s performing. Pause and tweak it if needed, run it again. If it is working and driving ROI, scale it.
SEO, on the other hand, requires that you constantly update your website, update and create content, optimize your site, and build links.
Simply put, you can rely on Google AdWords to deliver results without going through an obstacle course.
This is not to say that you go all lazy and ignore SEO. In fact, it is best that you drive an SEO and PPC campaign simultaneously. For one, it allows you to put your eggs in different baskets. Secondly, you are sure to generate leads and customers while building your foundation online.
6. Google Ads Dominates the Above the Fold Real Estate
Google AdWords account for about 97% of the search engine giant’s revenue. No wonder paid ads are dominating the above the fold real estate of search engine result pages (SERPs).
In addition, a 2012 WordStream research revealed that more than 60% of clicks on the first page happen on online ads. So, it is not generally true that no one clicks on an ad due to trust issues. In fact, almost two-thirds of clicks for money keywords goes to PPC results.
This can be frustrating for SEOs, which is why it is advisable to run both an organic and paid digital marketing campaigns. That way, you can be visible high up on the SERPs, enabling you to get your marketing message across.
7. You can Make an Engaging Search Result
Perhaps you are aware that Google has a lot of ad formats. This includes product listings and in-video ads on YouTube.
Compared to organic search results, which are pure text, ad formats can be more engaging and enticing to click. In fact, Google rolled out these ad formats simply because they get more clicks.
As for you, the business owner, it means that you have a couple of options to build an awareness for you brand.
Say, you own a local plumbing agency. Kevin Urrutia of Voy Media, an adwords company, advises that you run a call-only ad. Doing so allows you to add a phone number to your ad. Meanwhile, internet users can click the phone number on the ads, and then call your business directly.
8. Google Ads can Perform Better
Ten years ago, Nathan Libbey shared on Moz how PPC performs better than organic result.
One possible reason could be the fact that paid ads are more targeted. After all, you can choose which keywords to rank for depending on words and intent.
Say, if you target your ads to appear for money keywords, it is likely to convert better. That’s because people who use keywords with commercial intent (i.e. “yosemite camping discount”) are ready to buy.
You can even qualify your AdWords traffic through the different parameters that you set before running a campaign.
But do not get us wrong. Your organic search campaign can perform all right and bring in your desired results. However, you can amplify this and boost your revenue through PPC.
Also, conversion rates can vary depending on your niche. Nonetheless, you have to try it to see.
9. Google Ads can Go Along With Your Other Campaigns
Are you running an SEO and social media marketing campaign for your e-commerce site? Do you know that you can run a Google AdWords campaign for that?
In fact, you can use Google ads for retargeting purposes.
With Google Ads remarketing, you can track past website visitors using a cookie. These are people who found you on social media, read your blog, or click a product page on your online shopping site.
When you execute ad retargeting, your previous site visitors will see you are ads around the World Wide Web. That’s how you can build awareness for your brand and stay relevant when they need your products or services.
10. Your Competitors are Running Google Ads
If your competitors are running paid ads on Google, you might want to consider running a campaign for your brand.
All you need to do is plug in your target keywords on Google, and see if any of your competitors appear on paid search results. If yes, the next thing you need to do is to figure out how they craft their ads. See what they are doing good and what is missing on their ad copies.
Perhaps they forgot to include their phone number? Make sure that yours is on the ad extension.
Doing so makes your ad more relevant and compelling. Not to mention that it can improve your ad rank, allowing you to surpass your competitors.
Hop in the Google AdWords Ship
Any business can benefit from running a Google Adwords campaign. However, it is not easy to determine whether it is right for your business.
You have to consider your budget, conversion rate, time constraints, and your product offer. Add to that the fact that you should also know how to run a Google AdWords campaign.
That said, it is best to check whether your competitors are running online ads and even consider hiring an Adwords Expert to confirm if they are finding success from it. If they are, then you should jump aboard, too!