Google AdWords can be an excellent way to drive traffic to your website. But it’s far more than that! Here are 6 magic ways you can use Adwords to drive real business benefit:

1. Generate leads or sales

AdWords is extremely targeted. Your ads only show to people actively looking for information about your product, or a problem that your product solves. This is because you select the search terms used to trigger your ads. An effective AdWords campaign will deliver ready-to-buy website visitors.

2. Do market research for your new product or service

Is there any demand for your new product or service? How big is your potential market? AdWords can be used to research how often keywords are used and to find new keywords for you to target.

3. Get instant website visitors

It can take months for a new website to deliver enough natural search traffic to support your business. But with AdWords, you can generate visits within minutes.

Whether you are a start-up business, launching a new service, or running a short-term special offer, AdWords is a great way to quickly get in front of your target market.

4. Measure, test and refine your marketing

With AdWords you can test how well any aspect of your online marketing is working, very quickly. If you send enough traffic to your website, you could find out which variation in copy, or which different call to action, delivers the best ROI (Return On Investment) – within a day or two.

5. Brand / reputation management

A top paid-for position on Google (or Bing, for that matter) will help you if you aren’t in the top natural search position, or if a competitor’s ad appears above your natural listing. Appearing in both natural and paid results can give you extra credibility.

6. Take advantage of short-term media trends or “newsjacking”

Here are two great examples of how we’ve used ‘newsjacking’ to help clients:

a) BBC Autumnwatch aired an item about moth watching, and mentioned a specific light bulb needed to attract moths. The following morning we set up an AdWords campaign for our client, a business that sells light bulbs, bidding on ‘BBC Autumnwatch’ and ‘Moth Watching Bulbs’. Over the next week or so, not only did they see a major boost in traffic to their website, but their light bulb sales went through the roof!

b) BBC Radio 4 and two national newspapers ran a feature about how to tell if your child is dyslexic. The next day we set up an AdWords campaign bidding on the keywords ‘Radio 4 dyslexia article’ and ‘Daily Mail dyslexia’ which generated many extra website visitors for our client offering coaching for people with Dyslexia.

Smartly manage your AdWords campaigns with these tips and you won’t spend a fortune – but you might make one!