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3 good reasons for using Google AdWords

For all businesses and organisations, the world of marketing has changed dramatically in recent years. With more and more products and services being bought online, Google Ads is one of the key platforms facilitating this change. Given that it’s part of the most-used search engine in the world, it’s logical that the people behind it would have a good understanding of digital advertising. This means that for SMEs it’s one of the most effective methods of paid online advertising available.

Google Ads gives small and medium sized businesses the opportunity to be on the first page for a Google search almost immediately (budget allowing). This gives your website a boost in terms of visibility and traffic, but also creates strong keyword data which can be analysed and used to target future marketing campaigns and onsite optimisation. You can also use Google Ads to boost visitors to a specific landing page or social media channel, depending on the objectives you’ve set.

Featuring highly in organic search results is increasingly difficult – unless you are in a particularly niche industry. It’s easier for the big companies to feature highly for generic searches, but Google Ads helps SMEs and smaller business to achieve a higher position. This is especially true for specific services and location based searches.

Using a paid advertising campaign gives you the benefit of being able to quickly change your campaign in reaction to how well it is performing. With the valuable keyword data it provides, you can also tweak and refine your ads to specifically target your ideal audience. In contrast, organic SEO takes more time to build that intelligence-led approach. Organic search doesn’t allow you to test campaigns without investing months of time, whereas with Google Ads youre able to assess things much more quickly.

Managing your budget is straightforward too, as you can monitor and cap advertising spend as the campaign progresses. You can also set a daily budget as well as turn the campaign on and off as you please. The flexibility of Google Ads allows you to take a breather, analyse the data and then make adjustments whenever you need to.

Marketing spend can be difficult to justify as a small business, so having clear reports that demonstrate how your budget has influenced your KPI’s makes it invaluable to growth.

Online advertising can become very expensive if you get it wrong, so it can be advantageous to have either an in-house expert, or an external agency to work with you on the campaigns. That said, Google Ads is designed to make it easier for SMEs to access online advertising. Do your research first though and if you need a bit of help in the early days, don’t be afraid to ask for it. It could save money in the long run.

Google Ads has the potential to send large numbers of people to your website, who are looking to buy exactly what you have to offer. You can’t get better than that.

Here are 3 good reasons why you should use Google Ads:

  1. Increases the number of Leads and Customers: A campaign that hits the right notes has the potential to send highly targeted leads to your chosen channel. Google Ads allows you to focus on people who are searching for what you have to offer. You can continually amend and refine your searches so that only those visitors who are most likely to buy your products or services are sent to your website. Yes, this means you will need to invest some time and energy into your Google Ads campaign – we have written more about this here.
  2. You can get a high return on investment (ROI): ROI is very important. The great thing about Google Ads though, is that unlike other marketing strategies, you only pay for ads people click on. Once you optimise your Google Ads campaign, you can achieve a higher return on investment than you might see with other marketing strategies. Obviously, to have a fully optimised campaign that is bringing dazzling results takes time and effort. It’s important that you find out what approach suits you and your business best. When you have established which areas of your campaign are performing well, focus your efforts and budget on them to maximise ROI.
  3. Businesses Find Out More About Their Market: You strike gold when you get into the heads of your ideal customers. Understanding your audience makes it much easier to identify potential customers and find out what they want. Google Ads produces information about customer habits and requirements to help you do thisThe data you have available, thanks to your Googles Ads campaign includes the keywords used by visitors to find your website, their location, which devices they use and the days/times they’re searching. This can prove to be extremely valuable. In addition to refining your advertising campaign, this information can be used to review your overall offer. You may discover product lines that have fallen out of favour, or services that are no longer required, due to advances in technology. This will enable you to refine your marketing efforts, so you’re not wasting money advertising to people who are not interested in what you have to offer.

Google Ads gives business owners a clear opportunity to convert people who are searching for relevant products and services into business leads and customers. If you want to know more about how to make Google Ads work for your business, the next step is to read our guide to Making Google Ads Work.

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