If you’re unfamiliar with AdWords, it’s simply a pay-per-click service which allows you to create and run ads for your business. These clickable ads are then displayed in Google’s search results. By using the right keywords for your target audience, you’re already ahead because you’re reaching people you have an interest in your product or service.
Great. Here are the main reasons why your business should use AdWords.
AdWords is Measurable and Flexible
One of the main advantages that online marketing has over traditional marketing channels, like TV or print, is that it’s extremely easy to measure. However, it can be a challenge to effectively measure your SEO campaign since you can’t always get a precise measurement on what increased or decreased your rankings. Enter AdWords PPC. This is probably one of the best resources you have to measure what’s working and what is not because it comes equipped with plenty of PPC metrics that do that task for you.
AdWords is also flexible because it has customizable options for your campaign to suit your particular needs.
Specific keyword match types – This allows you to display your ad for exact keyword searches. So, you could set it up to “Hampton Beach pizza,” as opposed to general searches for “Hampton Beach” or “pizza.”
- Ad extensions – This give you the ability to display everything from product images, contact information, to a pack of links to your site.
- Narrows your audience – You can have it set up so that you can discover your audience by their location, the time of day, their language, and even their browser or device they’re using.
Faster Than SEO
A drawback with SEO is that it can take months before you notice any results thanks to competition and the time it take to “prove itself”. This is not the case with AdWords. Once your AdWords campaign goes live, ads will appear and you’ll get instant results, like visitor data.
Not only will this bring in a little bit of money right away, but because of its speed, you have the time to discover how effective your keywords are, which can then be used to construct an effective SEO campaign based on your AdWords data.
I personally love SEO and think having an SEO plan is a key to part of your online success. That being said, PPC will get you to the top of the search results in minutes.
Can Control Your Advertising Costs
Here’s something that’s really awesome about AdWords. You can set a maximum cost per day for your campaign. And, it’s help to you on how much that amount is set at. How does this help your business? It allows you to budget your campaign accordingly without worrying if you’re going to go over budget. The worst case scenario is that the amount of ads will begin to decrease as your budget gets lower. However, you can increase your budget accordingly. This scalability is a nice option if you want a lot of leads in a short amount of time.
Since you may have multiple campaigns running on a daily basis, Larry Kim suggests that you break up the campaign into three different target areas:
- Mobile search
- Display network (go for Remarketing)
- Google search
Helps Beat Your Competitors
Because of the speed of AdWords, when compared to SEO, you have a major advantage of your competitors. Because you’ll already be appearing in search engines, your site will be receiving more clicks from search results than all of the other companies in your industry.
But, what if you’re competitors are also using AdWords? That’s not an excuse.
According to research, 80% of search results now contain AdWords ad placements. Furthermore, those ad placements are covering as much as 85% of the space above the fold on the results page. This doesn’t just mean that Google is making a hefty profit, it illustrates that AdWords are being used by more and more advertisers. So, the only way to beat them is to join them.