Back on October 23, 2000 Google GOOG +1.52% changed online marketing forever when it launched its ‘Self-Service Advertising Program.’ Just over a decade later, Google was making a whooping $42 billion in revenue off of its advertising program. Today, we know this as Google AdWords. And, it’s become a vital part of many successful online businesses.
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 five main reasons why your business should use AdWords.
1. 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. For example, AdWords can be used to:
Specific keyword match types – This allows you to display your ad for exact keyword searches. So, you could set it up to “New York pizza,” as opposed to general searches for “New York” 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.
Access to non-search sites – Gmail, YouTube and lots of other of partner sites are at your fingertips.
Leverage the display network – This can help you establish brand awareness.
2. Faster Than SEO
A huge 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 campaignbased 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.
3. More Engaging
Google is constantly improving AdWords because it’s one of its primary sources of income. Along the way Google noticed that product listing ads and in-video ads on YouTube get more more clicks from users. These engaging ads mean more revenue for Google, and advertisers as well because of new ad formats and extensions.
Also consider this. YouTube has over 1 billion uniques a month as well as several billion views a day. If you were to compare that to search engines, it would rank second and it’s also 2X bigger than Bing andYahoo YHOO +0.25% search combined. So, why wouldn’t you want your ads to be seen where the people are?