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Why should you use Google AdWords? 3

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Jovana Stevanovic

You have probably heard about Google AdWords before. Maybe your company is even using it. For those who don’t know, AdWords is Google’s pay-per-click (PPC) advertising system. It is an online advertising tool used by many companies around the world, both small to medium businesses and large corporations.

The basics of AdWords are pretty straightforward. You execute a keyword research in order to find out what your potential customers are searching for. Then you choose keywords you’d like to target. There is an option of adding negative keywords to your campaign, which are the words you don’t want to trigger your ads. Then it is time to create your ads, using the targeted keywords. The ads are pretty short. Google limits the headline of your ad to 25 characters, URL display to 35, although you can have the actual URL that is longer. And the text is up to 35 characters per description line (there are 2 description lines).  

Reasons for using Google AdWords

AdWords offers numerous advantages. Below we have highlighted some that we find the most important.

  1. Measurable – Unlike social media and SEO efforts, which are pretty challenging to accurately measure, it is quite simple to report on the ROI when it comes to your Google AdWords campaign.
  2. Flexible – There are many options for modifying your campaigns. Adding keywords, changing your ads, landing pages, specifying your target audience, etc. The flexibility of AdWords makes the tool very appealing because you can realise pretty quickly what works and what doesn’t and adjust your campaign accordingly.
  3. Variety of ad formats – Google offers different advertising options that allow a variety of ads, including text, image, interactive and video ads.
  4. Fast results – As it usually takes just a few hours for the AdWords campaign to start running once you have enabled it, it can start attracting new visitors to your website the same day. This means you can acquire new prospects and customers within days, depending on the quality of your campaign, of course.
  5. You only pay for the results – The AdWords system is a cost-per-click (CPC) based advertising, literally meaning you only pay when a prospect clicks your ad.
  6. Control – There is no minimum investment or anything similar when it comes to AdWords. You are completely in control of your budget and can raise or lower bids and your daily spending at any time. There is a scheduling option as well, so you can control when your ads appear.
  7. Reach – Google reaches more than 80% of all online audience. And who wouldn’t want to appear in front of the eyes of that many people?

Google AdWords isn’t everything

Even though AdWords offer many benefits, it is definitely not the only thing you need to be successful in online marketing. Make sure not to disregard optimisation of your website (SEO). It does take longer to see the results and you always have to keep up with updating your website but it is important to have the optimised website that will match your AdWords campaign.

Trying other online marketing techniques is something you should be doing on a regular basis, as much as your budget permits. This is important in order to figure out what works well for your business. AdWords might not be the answer for everyone.

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About Jovana Stevanovic

Jovana Stevanovic
Having studied, worked and lived abroad for a number of years, Jovana has developed a diverse set of skills and a unique perspective into the business world, which she applies in her current role as Marketing Automation Consultant. Her passion for online marketing and a keen interest in global marketing trends are what drives her to produce effective online campaigns for international clients in the IT sector. Jovana graduated from St. Cloud State University with a Bachelor of Science degree in Marketing and a minor in Public Relations. Jovana enjoys learning languages and is fluent in Serbian, English and Italian. Her other interests include social media, travelling and cooking.
  • Steve Cannard

    Thanks Jovana – that’s a great introductory article. It did remind me of a quote by Henry Ford(?) that goes something like – ‘Half of every dollar I spend on Advertising is wasted – the only problem is I don’t know which half!’

    With Google Adwords – you can tell which half :-).

  • Steve Cannard

    Update – that quote is actually from John Wannamaker – a US department store merchant from the 1800’s! Apologies to Henry Ford..

  • jstevanovic

    Thanks for the update Steve! 🙂
    And yes I agree, you can definitely find out which half!