Google AdWords: 5 reasons to care, and 4 reasons not to bother

It can take a lot of time and effort to get the best results from paid search. But when it works, the results can be phenomenal.

So how do you know whether to invest in this kind of marketing? Is Google AdWords right for your business?

Why Google Adwords is the solution for you:

  1. It delivers instant results
    With AdWords you can set up a simple account in an hour and start getting sales in 2 hours. This is because you skip right to the top of the Google search results page instead of having to wait for months for your SEO strategy to pay off (if it ever does).
  2. Limited accessibility means you can get the edge over competition
    AdWords is complex and takes some skill to do right. However, this does mean not everyone can or does take advantage of this great resource. You can stand out from the crowd on Google and start appearing in front of your target audience whilst your competitors still struggle.
  3. It answers questions you have about your business and ones you never thought to ask
    As with everything digital, AdWords is capable of tracking every little detail and feedback is instant. Want to find out what someone typed into Google who then went on to purchase your highest margin product? Not a problem. Want to see what keywords give you the best ROI? Not a problem.
  4. Lots of options make it flexible to your needs
    AdWords used to be just text Ads that only appealed to a few people. Those days are long behind us now. There are so many different options now: from Google Shopping Ads, remarketing, Gmail Ads and You Tube Ads. The list is long so even if the standard text Ad doesn’t meet your needs, you will most probably find a format that will!
  5. It is great at pulling in brand new customers whom you can turn into lifelong customers
    Other forms of marketing may have you constantly reaching out to the same people trying to get a different result and push them into buying. With AdWords you have access to new audiences all the time: anyone who searches using Google! With AdWords always pulling in new visitors you can expand your customer base and then use traditional, cheaper marketing campaigns like email to keep them as life long customers.

Why not to care about Google AdWords:

  1. It takes a lot of effort and the complexity level is high
    AdWords is a lot more complex than it used to be. It is very unlikely that you will be able to set up a successful campaign by yourself unless you have a lot of experience or training. This can lead to a lot of wasted money and a bad taste in the mouth that will forever taint your view of AdWords.
  2. It can be very expensive if you don’t know what you are doing or are in a competitive market
    In some areas AdWords is very competitive with clicks going for well above £10. This may be because the actual product you are selling is worth thousands of pounds, or it could be the case that a bidding war has got out of hand and has completely destroyed your margins. AdWords has a lot of features that help the smaller business against the big ones. However, if the area you are selling in is highly competitive and you don’t have the marketing budget to match, you may want to look again.
  3. It may just not be appropriate for your business
    There are certain business models we have encountered out there that are just not suited for AdWords. For example, selling low cost items where the click cost is the same or higher than the product, or where the target market are not active internet users. In these and other cases maybe you should look at other options.
  4. A bad website will not be cured by AdWords
    One big problem for AdWords is a bad website. It’s all well and good sending users to a website, but if they instantly leave it or can’t find what they want, you are wasting money. You need to make sure the website can convert users before you start spending money sending people there.

At Zanzi Digital we have lots of experience of helping our clients to run successful paid search campaigns. And we have plenty of examples of where we have advised our clients that paid search is not for them.

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