As a digital marketer, I tend to get asked lots of questions about the merits of Google AdWords (now called Google Ads). I have found that many business owners I speak to tend to believe it is only a way of wasting money and there is a real fear of budgets spiralling out of control.
But once I explain the benefits of correctly using a platform like Google AdWords many are prepared to take the leap into this form of paid search.
Google AdWords Can Deliver Quality Traffic to Your Website
Now, from the start, I need to point out that “if set up and managed correctly” then AdWords can bring quality visitors to your website – people looking for your product or service. Yes, there are ways you can waste money on AdWords and trust me I have (with my own virtual assistant business years ago) but its because I did not do my research. I have learnt my lesson since and have the results to prove it.
If you do your keyword research right from the start and make keyword research/optimisation an ongoing process you will get the right results. Also, if you ensure you have the right settings in place this will also ensure you’re on the right track.
Google AdWords Can Deliver Insightful Data
It is becoming increasingly more difficult to just obtain free data for SEO purposes. Many of us that are familiar with Google Analytics watched the keyword (not provided) percentage increase and the actual search terms used to find our website in the organic listings dwindle.
Search Console does help but AdWords can act as a great complementary data source.
When you run an AdWords campaign, you get a vast array of metrics like click-through rates, impressions, conversion rates, bounce rates, pages per session and time of the average session.
And the absolute gem is the list of actual search queries people typed into the search bar. This can all help drive your SEO efforts, contribute to your social media campaign and even help with blog writing.
Google AdWords Can Expose Your Brand in Previously Untapped Areas
A lot of people do not realise that YouTube is also a huge search engine (owned by Google). You can upload your promotional videos in AdWords and bid for them to appear before the actual relevant videos which can generate a huge amount of brand awareness at reasonable costs.
If you’re a B2B business LinkedIn currently features Google Display Ads so you could get your brand in front of the right set of eyes on there as well as millions of other websites.
So, there you have it, just a few (there are many more) good reasons why Google AdWords can be a huge benefit to a business. And if set up and managed correctly does not have to be feared but utilised to bring in quality traffic and boost sales and leads.