The second in a three part series on the 3 Ways to Reach the Top of Google
the Quick Way, the Right Way, and the Expensive Way
Why Your Business Needs AdWords
Welcome to AdWords, the second of a three part series entitled 3 Ways to Reach the Top of Google: the Quick Way, the Right Way, & the Expensive Way. In part one of this series we covered the Right Way and featured the subject of Local SEO. In this writing we will explain the Quick Way part of the series, and will be focused on paying for the top spot. Google reserves the top part of its online real estate for those willing to outbid their competitor for it. This advertising platform is where Googles gets 80% of all of all their revenues from.
The basic workings of it goes like this – a business owner creates an ad that contains two headlines as well as a URL address and you dictate to Google which keywords you want your ad to appear for. Then when people perform search queries on Google, your ad will theoretically appear at one of the top positions on the page.
How often, and how well this process works likes it is supposed to, depends on a lot of different factors and that conversation is best left for another blog at some not time in the near future. For now, we are focused more on the Why’s of AdWords than we are the How’s.
AdWords Are Faster Than SEO
One of the key factors in ranking high on Google is the length of time your website has been up. Usually, the longer the better, also, a website with ‘seniority’ so to speak, has developed authority and credibility with Google over the course of time as well as many other online references and mentions, which both weigh heavily in Googles determining factors that decide which websites will rank higher than other websites. This poses quite the problem for new business websites – or even old business websites that have recently changed their URl or web domain name.
AdWords goes a long way in helping to make up this difference. With the creation of an ad, and an ad budget, your business can be listed at the top of the first page of Google, under the keywords pertaining to your business and its services; in the local area you perform them in – Instantaneously!
This being the case, AdWords can provide quite the advantage for a small business trying to compete with big businesses in their area. Though AdWords can be very powerful, one should not rely on Pay-Per-Click (PPC) advertising alone. PPC should only be used as a complement to your marketing strategy, not as the marketing strategy in its entirety. Still not convinced? – Here are a few more reasons why it’s to your advantage to be utilizing AdWords to grow your business.
AdWords Are Scalable
It’s very difficult to find methods of marketing that are scalable – meaning it’s difficult to continuously find ways to generate leads that do not require more effort in order to generate more leads, thus, another reason for the rise in popularity of Google AdWords. The AdWords platform is highly scalable, which is why so many companies across the globe are spending millions each year on Google AdWords Pay-Per-Click advertising. As a result of well-managed PPC campaigns there are businesses experiencing tremendous growth. With a large increase in sales t
hat are directly linked back to their AdWords campaign. This makes AdWords a highly effective choice for businesses that need to generate a lot of leads very quickly but have limited resources.
AdWords Are Measurable
AdWords are one of the most measureable marketing techniques in existence. Unlike magazines, billboards, or television, AdWords is very transparent and provides a plethora of information regarding PPC metrics and really allows you to see at a granular level what is working and what isn’t. With metrics like this – you can tell pretty quickly if your campaign is running efficiently or not.
AdWords Are Flexible
AdWords gives you many customization options so you set up and adjust your ad campaigns to specifically meet your need i.e. get more website traffic, get more phone calls, app downloads, etc..
With AdWords you can
- Specify keyword match types – You can, for example, have Google only display your ad to people who search for an exact keyword you specify, like “Digital Marketing Services in Naples, Fl” – filtering out traffic on general terms related to marketing or online advertising.
- Can use ad extensions to have Google display your product images, your phone number, your physical location, or even a set of different website links – you can even now initiate a chat or get an email address right from the Search Engine Results Pages (SERP).
- Target your audience by their location, the time of day, user language, even browser or device type and more. AdWords puts you in control and lets you decide, where, when, and to whom your ads are displayed.
Paid Traffic Converts Better than Organic Traffic
No doubt that Organic SEO is what we all want However, evidence does exist that suggests paid search traffic converts better than organic traffic – with conversion rates up to two times higher. Think about it – Most Pay-Per-Click campaigns are keyword driven and written to appear to people already in the buying cycle, why wouldn’t that convert more traffic than people just finding your site by accident?
There are a lot of reasons for businesses to utilize the power of AdWords and a lot of sales and growth can take place as a result of using the Google AdWords platform, when the campaign is optimized and well managed; but when it is not, a small business can go broke trying to learn and fumble their way through a Pay-Per-Click campaign. It’s a lot like learning to play poker; most people lose a lot before they ever win any.
If you are interested in growing your business through the use of AdWords please do not hesitate to fill out the Contact Us form located elsewhere on this page.
Be sure to join our mailing list and stay tuned for part 2 of our AdWords feature coming next week. 11/6/17.