Should you be using Google AdWords?
This is a question we are often asked; Should we use Google AdWords?
Of course, with anything relating to online marketing, the answer is; Maybe. There are a whole host of reasons why you should. Equally, there are a similarly large number of reasons why you shouldn’t.
It varies, sector to sector, business to business and even by location.
What are Google AdWords?
If you’ve ever performed a search on Google, and let’s be honest here, of course you have, you have probably seen them. There’s generally three listings at the top of the Google results which have a small green square beside them with the letters “Ad” inside it.
That is a Google Ad.
The company who’s website is linking from that ad is paying for their website to appear in that search result. Every time someone clicks on their link, they pay Google. This is known as Pay Per Click.
Google employs a complex bidding system to sell these clicks, based on competition levels and search volumes. Without boring you to tears, what it boils down to is this; some clicks for some keywords will cost as little as a few pence per click, some could cost over £50.00 per click. It’s all relative.
You can set yourself a budget and, as long as that budget is unspent, your ad will remain in place at (or very near) the top of the search engine rankings. Of course, as soon as your budget runs out, your ad disappears.
There’s a lot of intricacies to it, but those are the basics.
Do YOU need to use them?
As a general rule, I would say that there are some businesses that would be foolish not to use them. Just as there are many that would be foolish to even consider using them.
In my humble opinion, I think that online shops, e-commerce websites and any other business that has a specific goal of making money by charging customers through its website should at least test the use of AdWords.
Why? Well, as I already explained above, you get charged per click. So, if you site is set up so that you have the chance of making an instant sale and return on investment for that click, then it’s probably worth looking at.
However, on the flip side, if your business is a bit of a slow burn. If it can take some time, days, weeks, months even between a customer engaging with you and you making a sale, then it may prove difficult to quantify your spend.
The above is only a general rule, not a one-size-fits-all definitive point. So, don’t go making a firm decision based on that alone. You may be in a business which bucks the trend, is the exception to the rule, so it is worth looking into it in detail and seeking some good advice on the subject.
A final point; current statistics estimate that 74% of people scroll past the ads on Google in favour of the organic results. Take that how you will.