Have you been going back and forth about Google Adwords, trying to decide whether or not it would be a worthwhile marketing investment for your business? If so, you’re in the right place. As competition continues to grow more fierce and consumers increasingly rely on the internet to make purchase decisions, online marketing is only becoming more essential. Of all the different ways you have to reach your target audience, Google Adwords remains as one of the most powerful marketing tools at your disposal. In this article, we’re going to cover the top benefits of using Google Adwords for your business.
Related: Online Advertising eBook
Running successful ad campaigns without detailed tracking reports is like trying to drive a car blindfolded. If you don’t have the ability to measure results, you have no way of knowing what’s working and what’s not, making campaign improvement a nearly impossible task. Google Adwords provides users with a plethora of free tools and metrics so you can get a live pulse of your campaign every minute of every day (if you choose to run it all the time).
This makes it easy to review every aspect of your ads from knowing who clicked on it and what they were searching for to how long they stayed on your landing page and what it costs to get them there. With so much information at your fingertips, you can analyze trends and make informed decisions to better optimize your ads for CTR and ROI. From the Google Adwords dashboard, you’re even able to customize which metrics you want to see.
Though there are a number of factors that determine how successful an ad campaign will be, where you place it is one of the most important. Google commands more than 90% of search engine market share (Source: Stat Counter) and handles more than 3 billion searches every day (Source: Search Engine Land). With that kind of volume, no matter who your target consumer is, there’s a good chance you’ll find them on Google. That’s not to say you’ll be targeting all of those searches, but having access to such a large audience gives you the best chances of generating leads.
What’s special about Google Adwords is the level of control they give advertisers to zero in on a target audience of their choosing. While we’ll be getting into the flexibility this platform offers next, creating campaigns for specific keywords and relevant searches allows you to target any portion of the search engine market share Google owns. With each ad, you can be confident in knowing that thousands (or more) of potential customers are being exposed to your brand.
The truth of the matter is, there’s no one size fits all for online marketing. In order to get the best ROI, you need to have control over as many campaign factors as possible. Google Adwords does this better than anyone else by giving users complete control over nearly every aspect of the ads they create. With their platform, you can customize factors like the types of devices your ads are shown on, the kinds of searches you don’t want to show up for, ad formatting (depending on whether you’re using the search or display network), and plenty more to ensure you can cater to your target audience.
Taking things a step further, you can even select where your ads show up. While search engine results are the most popular location, you can have them appear on websites that contain related content or in the inboxes of Gmail accounts. This level of detail gives you unprecedented control over the way your ads are shown to search engine users. From a budgetary standpoint, you’re also able to control when your ad is shown, making it easier than ever to target peak windows while keeping your budget well under control.
Unless you have a bottomless budget, investing in marketing strategies that give you the best bang for your buck is going to be a top priority. In addition to having control over nearly every customizable aspect of your campaigns, more importantly, you have complete control over how much you spend. Whether you have a small daily budget or flexible monthly budget that can be spent a little more openly, With Google Adwords, you can track your spending down to the penny so you never go over budget or run into cash flow problems.
When you’re on a tight budget and you want to make sure every dollar is allocated properly, you can control everything from how much you want to spend per click to the days and times your campaign should be running based on lead generation data. On the other hand, when you have a little more freedom with your budget, you can let Google handle a little more of the legwork (though you should always keep an eye on it) and focus on other business aspects.
While SEO has its place in online marketing, it’s more of a long-term strategy that takes time before it begins generating a steady stream of organic traffic. The months or sometimes years it takes to write and publish authoritative content is an integral part to any marketing strategy, but with Google Adwords, it’s easy to set up a campaign and begin seeing results in as little as one day. This is great for brands that are looking to increase brand awareness or even promote a limited time sales event.
The main reason Adwords is faster than SEO is because you’re able to target multiple keywords at once and begin ranking for them without going through the legwork of publishing different types of content and building backlinks. Depending on your bidding budget, you can gain instant visibility and start appearing at the top of search engine results. From there, the only factor that will affect the number and quality of leads you get is the campaign itself.
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