The short answer to that question? Yes! With AdWords you can target potential customers who have an interest in your product or service, and you only pay when someone clicks on your ad. If used correctly, this advertising platform will increase your number of leads and provide measurable ROI.
Before we go any further, it should be noted that multiple ad formats live under the AdWords umbrella. These include display ads, video ads, and text ads. For this post, we’ll be focusing on the PPC (Pay Per click) or Paid Search text ads. Below we’ve listed 5 reasons why you should consider using Google AdWords for your business.
- It’s Customizable & Flexible
Options. They’re a great thing to have in life, but they’re especially good to have when you’re trying to reach a specific target audience. Google AdWords delivers in this department, allowing you to customize campaigns and text ads to meet your needs. With this platform, relevancy is the key to success. After all, you want to avoid paying for clicks that won’t lead to actual conversions. Being able to customize your campaigns allows you to be as relevant as possible, which results in more quality leads.
Within AdWords you can specify the types of keywords you’d like to use to help narrow down your audience, as well as add negative keywords to filter out people who are searching for something unrelated to your product or service. Targeting goes beyond using keywords to include location, the time of day you want your ads to show up, language and more. Not only that, but ad extensions allow you to beef up your ads with useful information like contact info, additional product descriptions, and links to specific pages on your website.
- You Get Measurable Results
The beauty of digital marketing? It’s extremely measurable. The days of running your ad on TV and hoping it reaches that 40-year-old single mother searching for a vehicle to accommodate her kids and their sports equipment are dwindling. While traditional marketing has its place in the industry, digital platforms like AdWords make it possible to reach specific audiences like the one described above, and measure the results.
PPC advertising is one of the most measurable and transparent tactics, allowing you to quickly find out whether you’re effectively reaching your target audience. If you aren’t, the customization and flexibility we talked about above make it easy to adjust a campaign as needed. As soon as your campaign goes live, the AdWords platform begins tracking so you can see which ads have received the most clicks, the cost of these clicks, the most effective keywords, and more.
- It’s Cost Effective
You’ve likely heard this repeated again and again as a benefit of paid search marketing, but it’s the truth: You only pay when someone clicks on your ad. If you’re running a relevant and well-organized campaign, this means you aren’t paying a cent until you have a qualified customer coming face to face (or face to landing page if we’re getting technical) with your call to action.
You may be thinking that most people don’t click on the ads above the organic search results, but that’s where you’re wrong. According to WordStream, 64.6% of people click on Google Ads when they’re looking to purchase an item online.
The flexibility of the AdWords platform also extends to budgeting. Rather than paying a set fee, you can adjust your budget as needed for each campaign you’re running. By setting a maximum cost per day for your campaigns you can ensure that you won’t go over the budget you have available to spend. Quality Score also has a big impact on the effectiveness and cost of your paid search campaigns. The better your Quality Score, the lower your cost per click and your cost per conversion will be. The more relevant your ads and landing pages are, the higher your quality score will be.
- Your Competitors Are doing It
There’s nothing like a little peer pressure to get the ball rolling. The “everybody else is doing it, so you should too” mindset isn’t always the right direction to go in. However, when it comes to your competitors, if they’re taking an opportunity to make themselves appealing to potential customers, you should be showing up right alongside them. The last thing you want is for them to cross the finish line first, running away with a customer that could have been yours.
PPC ads are taking up more territory on search engine results pages than ever before. While organic search results get more clicks overall, keyword searches with high commercial intent (where a person is looking to buy a product or service) beat out organic search results at a 2:1 margin. On top of that, half of searchers still can’t tell the difference between paid and organic search listings. While SEO is important, your best bet is to utilize paid search marketing as well. They’ll work in tandem to ensure that your business is showing up everywhere your competition could be.
- It’s Faster Than SEO
For a new website, the positive results of SEO can take months to see. As the saying goes, “good things come to those who wait.” But why wait on advertising your products and services entirely? Though AdWords is faster, that’s not to say SEO isn’t effective. Rather, while you’re working on your website’s SEO, you can have AdWords up and running so you can start getting clicks and impressions immediately, and keep your brand top of mind while you’re sprucing up your site’s SEO.
The speedy results from AdWords can also help you determine which keywords work best, and if you’re targeting the right audience. These results can then be used to build an effective SEO campaign. As well as getting faster results, AdWords is a little less time intensive to set up and maintain. That being said, we think that both tactics work well together, and can be used together for great success. You’re halfway there already by using AdWords, so why not do everything you can to beat out your competitors and finish the race?
Looking for more Digital Marketing tidbits? Keep reading our blog, and we’ll keep you up to speed!