Google AdWords is a platform that allows to promote their products and services to those who are actively looking for them. This form of advertising is commonly known as PPC which stands for Pay Per Click. We love PPC as a marketing strategy here at Cornell and here are 4 reasons why.
We might as well start with the best reason to run an AdWords campaign, and that is pretty much instant visibility. Once your ads are approved they will appear on Google, of course where they appear and how frequently depends on your budget, your quality score, the relevance of your landing pages amongst other variables but that’s where a PPC expert can help.
SEO is still definitely the strategy of choice for long lasting results and consistent traffic from search engines over a long period of time. It does take time however for SEO to have the impact that you want and that’s why AdWords can perfectly compliment an SEO campaign. By running both alongside each other you can drive traffic to your website straight away, gaining a return on your investment while working on establishing yourself in the organic listings, that’s what we like to call a win-win.
Only Pay When Someone Clicks
One of the great things about PPC is that it’s very straightforward, you only pay when a person who has searched for your product or service clicks on your ad, simple. That means that you don’t waste money (as long as it’s set up and managed correctly) aiming your ads at a wide market in the hope that those who might be interested in your business will notice it. PPC is all about being efficient and making your budget go further.
If you are using other marketing techniques (which you should be) then your AdWords campaign can actually give you valuable information that will improve your other marketing strategies. For example, only through PPC will you be able to see which keywords are generating traffic and are actually converting visitors into paying customers. This information can be used to improve your SEO, social media and email marketing strategies.
Better Budget Control
Another advantage PPC advertising has over pretty much every other form of marketing is that you can manually control your budget on a daily basis. If you aren’t happy with spending say £10 per day on your campaign you can instantly reduce your budget to something more manageable. You can even pause your ad for a few days and then make it live again once you are ready for more orders.
Because Adwords can provide you with so much information it’s easier to find out exactly what return you are getting on your investment. This can help you to manage your budget, identifying ads, keywords, demographics that are working and those that aren’t so you can use your budget in a smarter and more effective way. When you get into the nitty gritty of managing an AdWords campaign you can tweak your spend on individual keywords, split test ads and try lots of more detailed tactics to ensure your budget is going as far as possible.
Retarget Your Audience
The concept of remarketing is a pretty simple one, you create a set of ads that will follow people who have previously visited your website and remind them that they haven’t made a purchase yet. You can get even savvier than that by only remarking to those who have had an item in the basket or started the checkout process but abandoned it for some reason which increases the chances of converting them the next time.
You can even tailer your ads so that that you display a different message for users who have performed different actions on your website. When it’s done well remarking can be a goldmine, especially for e-commerce businesses but often it is implemented poorly by businesses who like the idea but aren’t really sure how to execute it (don’t worry that’s where we can help).
So there you have it, 4 pretty awesome reasons why your business should be embracing AdWords. If you would like to find out more about how you can get started with AdWords feel free to get in touch with us.