When Is Google Adwords Necessary?

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It’s important to have an understanding of what Google AdWords is and how it works. With AdWords, advertisers pick keywords they believe will be relevant to their website and their marketing strategies. They then bid on the keywords and phrases, with the highest bidders having their ads above the top search engine results (shaded in yellow) and/or along the right side of the first Search Engine Result Page (SERP). The cost per click (CPC) is then formulated according to how the bids were priced; what makes AdWords so unique, though, is the advertiser doesn’t pay for the placement itself. What’s paid for is each click on the ad that brings the web surfer to the advertiser’s optimized landing page.

The return on investment (ROI) that comes with AdWords is tied directly to a thorough understanding of how the system and process works. Keywords that have high conversion rates through Google AdWords are very desirable and can quickly get expensive in the bidding process; other keywords may not have the same cachet and may wind up being ineffective (even though ...
... you’re only paying for the click itself).

Part of that understanding is the recognition that your web page (landing page), your product and your copy needs to be directly relevant to the ad on the SERP. Google is out to make money, and they can only make money if your web page carries that relevancy. Worse still, search engine users who click on an ad to find that it’s not really what they were looking for are likely to view that web page as misleading or, worse, spam. On the other hand, Google will reward advertisers with highly-relevant sites with lower advertising costs, making it worth your while to strive for that all-important relevancy. The more directly your site’s content is tied back to the Google ad, the better break you’ll get on your ads down the line.

But exactly when is Google Adwords necessary? The answer may be somewhat different based on the business you are in. However, Optimum7 believes that it is necessary for those businesses that currently have a poor internet presence, wish to gain visibility over both the short and long term and have a genuine long term commitment. What this means is that all organic internet marketing methods, such as Search Engine Optimization (SEO), take considerable time (months and years); Google Adwords is a way of getting immediate visibility because it is in fact an advertisement that is driven by price (bid) and targeted to specific keywords and phrases. It also complements other online marketing strategies because of Google Analytics. Analytics provides a treasure trove of statistics that if monitored properly and understood can guide a great deal of your paid search and organic SEO strategies.

One note of caution: Google Adwords and other PPC models can be very expensive and wasteful if you don’t take the time to learn what you are doing or take the time to hire an Internet Marketing Company to setup and manage your Google Adwords Campaign. Many would have you believe that you just make a list of keywords, bid on them, write ad copy and link the ad to a webpage; set it and forget it … WRONG! If you do this, you will likely be flushing 90-100% of your money down the toilet. Google Adwords requires careful and thorough keyword research, well written, keyword targeted ad copy and great (well designed) landing pages. None of these things are trivial and they are all essential to getting profitable business through your Google Adwords Campaign.

Don’t have time? Need help getting started? Contact us for a no-obligation initial consultation.