The Pros and Cons of AdWords

AdWords or Google Ads have become very popular since its launch in 2000. This ‘self-service advertising programme’ has become a vital part of many successful businesses marketing strategies.

AdWords is a pay-per-click (PPC) service that allows you to create and run ads, these ads are then displayed on the results page on google. By using the right keywords for your target audience, you will be able to draw people in who have an interest in your services or products.

How does AdWords Work?

PPC or Pay Per Click is a form of digital marketing in which advertisers pay a fee for each click they receive on their paid ads. Furthermore, AdWords or ‘Google Ads’ operate on a Pay Per Click model, as a result, users bid on keywords and pay for each click on their advertisements.

Every time someone searches something in Google’s search bar, Google looks at all the advertisers and chooses which one is most relevant to the search. Consequently, Google will choose which adverts will appear on a combination of factors such as, quality and relevance of the keywords, keyword bid and quality and relevance of landing page.

AdWords or AdWords Express

On Google, you can set up two different types of Ad accounts, one is AdWords Express and the other is AdWords. AdWords offer the user full control of the account and allow pretty much all aspects of the campaign to be fully managed by the user.

Express is a simplified version of AdWords. While it’s a lot simpler to set up, it doesn’t allow the user full control. On express, Google will automatically manage your AdWords Express adverts without the need for daily management or tasks.

Unfortunately, while AdWords Express can produce some good results, it’s far too limited, which is why we use AdWords for our client’s PPC campaigns.

There are many great advantages of using Google Ads, some of the most prominent benefits include;

Instant results

Some people still rely on SEO to bring traffic to their site, this can often take months or years, whereas, with AdWords, people can see results almost instantly.

Create a PPC campaign quickly

If you decide to use AdWords Express, it’s quite easy to be up and running in a short time.

Measure the results

AdWords allow you to gather data quickly, especially if you want to see what happens when you drive a lot of traffic to your website.

Although AdWords has many pros, there are also some cons.

The first biggest con is that it’s costly. Unfortunately, not everything is free and with AdWords, you have to pay every time someone clicks on your ad even if that click was converted or not. So, you may only get 2 out 100 clicks converted, but you will still need to pay for all 100.

No budget means no ads. As amazing as AdWords appear, they tend to have a very short shelf life. When you have spent your budget, your ads stop completely. SEO, on the other hand, is a long-term investment with a longer shelf life.

People generally prefer organic results over ads. With the number of ads people see on a day to day basis, it’s easy to understand the lack of trust of ads. People are more inclined to trust the organic search results and click on them at a higher rate than the PPC ads. However, appearing on the first page organically means you need an SEO plan.

It can be confusing as to whether AdWords are beneficial for businesses or not as there are many things to consider. While PPC can help increase your business’s viability and bring you new traffic in the short term, it doesn’t create reliable and stable traffic the way SEO does and it can become very expensive very quickly, particularly if your business is in a competitive industry. However, if you have the budget for AdWord campaigns and someone who can create an effective ad campaign then it could work.

If you would like help AdWords, please contact us