As more and more people turn to the Internet to get information about products and services, more and more companies are taking their businesses to the World Wide Web. Although this makes them easier to reach, it makes the online competition stiffer by the minute. This competition can make it difficult especially for new website owners to catch their target market’s attention. Let me give you an example; if you’re offering business cards, you might think that your potential customers will Google search “business card”, right? When they do this, they will get 1.3 billion webpages on the search page results; no kidding! I can guarantee you that these people will not check these websites one by one and instead they are more likely to focus on just first couple of pages. If your website is not found anywhere near these first pages, there is no way that you will enjoy organic traffic. If this happens, should you consider Google Adwords?
As an owner of a Website Development and Search Engine Optimsation (SEO) Company, I firmly believe that the best traffic is what we call “organic” or those visitors who came from unpaid sources. However, Google Adwords will work to your advantage if you’re looking for instant rankings on Google. This is the process of buying spaces on SERPs so when your target audience search for the keyword that are directly related to your website, your ads will appear on the search page results bringing you closer to your target audience. Although this is the key to instant traffic, it has its own pros and cons.
So, is Google Adwords for you?
Before you decide if Google Adwords is for you, it is important to understand exactly what it is. Adwords is basically Google’s online advertising program. It is designed to help you effectively reach out to your target audience and grow your business but unlike other SEO tools and techniques, it’s not for free. In fact, it can cost you thousands of dollars to get the kind of results that you’re looking for.
Basically, this is how it works: Using Google Keyword Planner, you identify the keywords that are most relevant to your website and bid on it. Just like with traditional bidding, you’ll be going up against other websites who are more likely to sell the same products and services. You’ll be allowed to combine keywords, so long as they make sense and so long as they are directly relevant to your website. Then, you simply pair them with ads. If you already have PPC account, Google enters the keyword that it deems most relevant into your account with the maximum bid you’ve specified early on. When using Google Adwords, you are empowered to set the maximum budget you’re comfortable with. However, the higher your budget is, the more prominent your ads will be on SERPs.
After setting your budget, Google will consider two key factors in assigning your ad ranks. These are your website’s quality score and your maximum bid. Google determines your quality score by looking at your website and deciding how your content is useful and relevant to the users. Elements it considers include the quality of your landing page, click-through rate, and page relevance. If your website’s content is just made up of keywords with no real value to your customers, this will affect your ad ranking as Google’s main aim is to provide users with the greatest experience possible. If your ads are click, Google will bill you the minimum amount you set for the position you bid on.
Now that you understand how it works, I am sure that your next question is, is it worth your hard-earned money? Well, the answer will really depend on the keywords that you’re bidding on and their relevance to conversions for your company. Generally, it works really well for companies that are able to spend hundreds or maybe even thousands of dollars so long as their ads are compelling and as long as they bid on the right keywords.
Personally, I find Google Adwords to be the best solution if you’re looking for INSTANT rankings. As they say, if the price is right, you can quickly get your link on top of the search page result. However, depending on the competitiveness of the keywords that you’re bidding on, this could get really, really expensive and it may best to invest in organic SEO and wait it out for your rankings to come the old fashion way, with blood sweat and tears. Unless you’re flushed with money, Google Adwords isn’t the first internet marketing technique that I would recommend.
The Pros of Google Adwords
- Instantaneous – The biggest advantage that Google Adwords can offer is INSTANT result provided you bid the right amount and that Google sees your website or landing pages worth the users’ while. While relying on organic search results can take at least weeks or even months to take effect, Adwords is more or less instant. Once your ads are approved by Google, they will go live instantly providing you the quickest way to generate traffic for your website.
- Targeted – As your ads revolves around the keywords that are both relevant to your website and are frequently used by your target audience, you have the assurance that the people who click on them are at least interested on what you sell. This gives you better chances of improving not just your click-through rate but also your conversion rate.
- Adequate support – Google make sure to offer advertisers every tool they’re going to need to succeed in using Google Adwords. These tools, which include tutorial and videos, are part of the service you signed up for. The tools help you understand how each of your ads is performing, how to improve your click-through rate, and basically, how to make your entire PPC campaign more effective.
- Vast Reach – There is no arguing that Google is the largest search engine in the world thus it has the capability to help you reach people within seconds. This is exactly what you need to get noticed and to increase your chances of building that much-needed first connection with your target audience.
The Cons of Google Adwords
- It can be very expensive – In order to get your ads to appear on top of your competitors’, you need to bid higher compared to these people. Google will then charge you based on your bid amount each time your ads are clicked. It doesn’t matter if the click was converted into sales or not, Google will still charge you.
- Non-payment can see your whole campaign crashing down – If you find yourself short in budget and unable to pay for your PPC campaign, Google can and will immediately remove your presence on SERPs. Unlike traditional SEO techniques, PPC campaign cannot offer you with long-lasting result unless you’re account is flushed with money.
- Time consuming management – Getting started with PPC campaign requires ample research and knowledge of SEO. Optimising keywords alone and monitoring each ads overall performance may take weeks or even months. Basically, an Adword campaign is about educated trial and error until you strike the fine balance between keyword usage and compelling copy. In addition, it requires daily monitoring if you want to maximize the number of your clicks.
More cost-efficient and equally effective alternatives
Years of helping clients establish their online presence have proven that Google Adwords isn’t everything you need to fare well on Google’s search page result. Although it is effective in getting instant rankings, it cannot offer you long-term results. As soon as you stop your campaign, your ads will no longer be shown and it will feel like you’re instantly forgotten by search crawlers. If you want more cost-efficient and long lasting SEO solutions, I would recommend search engine optimisation, blogging, building links, social media marketing, and on-page optimisation.
These proven SEO practices are proven to give you better rankings on Google. However, unlike Google Adwords, they can offer you instant results. What they can do however is to help you attract organic traffic that is proven to be more effective when it comes to improving your conversion rate.
Ignition Media can help you improve your Google’s ranking
For years, I have managed to make Ignition Media one of the most trusted and most popular Gold Coast website design and SEO Companies proving that I have what it takes to provide any website that much-needed boost so they’ll have the best chances of ranking on Google and other search engines. When it comes to effective blogging and managing SEO campaign, you can trust on my years of expertise and solid years of experience to bring your website as far as possible. I can assist with keyword research and content optimisation to ensure your web presence is better felt. From on-page to off-page optimisation to your social marketing campaign to your content management needs, Ignition Media got your covered from A to Z.
To see some of the websites I worked on in the past, please view my portfolio page and if you’re ready to talk about your SEO needs, get in touch with me right away. My phone number is 07 5568 7515 and my business email address is firstname.lastname@example.org. I’m looking forward to hearing from you.