We love Google. Seriously. Where would we be in both our personal andprofessional lives without it? Because Google is such a powerhouse, you wouldthink that we would be big supporters of a service like AdWords.
Let’s take a look at the brief reminder of what exactly Google AdWords is.
In a nutshell, AdWords is Google’s paid advertising product. Have you ever seen those ads that appear at the top or side of your screen? Those are AdWords ads that a company paid for so that people will notice their business whenever they’re searching Google. And, they only have to pay whenever someone clicks on the ad. This is known as cost-per-click advertising (CPC).
In theory, this sounds like a great opportunity to expand your business. After all, people are on Google all the time and when they catch your ad, they will head to your site and you will gain more customers. Besides claiming about 80% of internet users, AdWords is also easy to launch and you can set a budget. Also, ads are placed at the right place at the right time.
Before you get started with Google Ads, you will want to weigh the pros and cons. Check out what we found below.
1. Google’s massive reach
Want to know if there is a solution for that back pain you’ve been having?
Want to know if there is a tool that makes collaborating on a landing page easier?
The search engine handles an obscene 2+ trillion searches like these per year. That is over 5 billion searches per day.
Among those are people looking for solutions to problems that your business can offer. If they have ever used the internet, chances are they have Googled the answer to something. And if you can help them find the answer, even if it’s with an ad, they’re more likely to choose you than your competitor.
2. Target Specific Audiences
When marketing products, there is value in talking to your ideal customer. Your brand will be more attractive to these buyers.
The key to advertising is knowing the habits and behaviors of your target audience. This insight helps you pinpoint where and how to communicate with potential customers.
Google Ads gives you the opportunity to narrow down whom you can reach during a campaign. By using a specific term or phrase, you can advertise to consumers actively researching products like yours.
Figuring out whom not to target is just as vital. For instance, if your product is a hazard for kids under five years old, you probably can rule out adults raising toddlers. Filtering out unlikely consumers improves your campaigns.
3. Harness intent
The biggest difference between the people you are reaching with Google AdWords and the people you are reaching with other forms of advertising is their intent.
On social media, for example, people are not looking to be advertised to. They are not looking for solutions to the issues that plague their everyday lives. They are looking for baby pictures and vacation photos and family updates. And when you advertise to someone who doesn’t want to be advertised to, there’s a better chance you get tuned out.
On the search network, though, you are not advertising to people who do not want to be advertised to. You are advertising to people who are looking for something specific, like the best landing page platform for agencies.
4. Set Up Quickly
As a small business owner, time is a precious resource. The more time you spend on a task means you may neglect another responsibility. Therefore, when it comes to setting up your advertising, you want to get started quickly (without any unnecessary hassle).
Google Ads wants you to start as soon as possible. Aden Andrus, director of content marketing of Disruptive Advertising, explains:
“Google wants your money, so they make it pretty easy to set up an account and start advertising on AdWords. All you have to do is visit Google AdWords and hit ‘Start now.’ From there, you’ll be asked for your email (preferably a Gmail account) and the URL of your site.”
Unlike other platforms, where you may have to call a sales representative, Google Ads takes you through easy-to-follow steps. Now, you can focus your time on building a worthwhile campaign.
Now, let’s look at all the cons to guide you to decide whether Google AdWords will suit you.
1. You Pay For Clicks
Of course, you know that with Google AdWords you are paying for clicks. This was not a problem a long time ago when rates were more reasonable, you know, pennies instead of dollars. The problem nowadays is that a startup or new business is dropping $5 or more per click to get people to visit their site. Sure. That may increase visitors because you are appearing at the top of the Google search page, but it is not guaranteeing customers. Some clicks can be as high as around the $60 range per clicks.
In other words, AdWords potentially is not worth the investment because the bids that you are paying for are lower than the revenue that you are receiving from each visitor. So, you may want to explore other options that aren’t as expensive, such as advertising with Bing Ads or other lower costing solutions.
2. Hard to Compete With Big Companies
Because larger companies have a consistent cash flow, they can afford to drop well over $300,000 per month on an AdWords campaign. They have the resources and time to do that. This means by the time an up and coming business launches, all of their relevant keywords have been taken, which in turn, raises the price.
3. Limited Number of Characters
One gripe that you will hear about AdWords is that there is a limit on the number of characters that you are allowed; 25 in the headline, 35 each in the two lines of text and 35 in the display URL. While this is not exactly the end of the world, this restriction can make using AdWords a bit tricky.
4. Mistakes Can Cost You Dearly
We are all human and it is easy to make a mistake here and there. For example, there has probably been a time in your life where you failed to turn off the stove? Adwords is much like the stove. You are paying for gas no matter if you remembered to turn it off or not. I have forgotten to turn off ads for a client and cost myself thousands. I have seen clients wasting hundreds of thousands of dollars on ad spend because they forgot to turn ads off.
As you can see, there are pros and cons for this Internet giant’s advertising product. It is now up to you to decide whether your website fits to Google AdWords.