The rise of e-commerce has led to the explosion of various kinds of online marketing. Among them, Google AdWords is King for displaying targeted advertisements.

It’s proved particularly useful to business wanting to sell products directly or promote services online. However, it’s no panacea. Adwords is a double-edged sword:

For every well-publicized success story, there are countless unknown stories of failure, wasted money and ineffective campaigns. So it’s important to consider if you have the time to turn Adwords into an effective tool for your business. But before you get to that it’s important to consider: does Adwords have what it takes to turn to be an effective tool for your business.

What is Adwords anyway?

AdWords (officially known as Google Adwords) is the online advertising platform owned and operated by Google. Advertisers pay it for their ads to show up on Google search results and on partner websites. Given the ubiquitous reach and use of Google, AdWords is understandably considered the most popular of its kind in the world.

How does Adwords work?

AdWords ads target users two ways 1) pay-per-click advertising (or paid search) and 2) the Display network advertising. For the pay-per-click, advertisers bid on relevant keywords to display their ads to whoever searches those phrases on Google. Meanwhile, the Display network advertising allows users to place visual banner-style advertisements on certain websites.

Why use Adwords for your business?

Using Adwords has the potential to reap enormous benefits by;

  1. Allowing you to reach a large base of potential customers:
    Can you think of any search engine of the same size and power as Google? Sure, there are others, but nothing matches the usage and reach of the monolith. Billions of people use Google to find and purchase products, get information about local businesses and even get directions to local shops. Attracting such large and diverse audiences means your advertisements will be shown to potentially thousands of users you may not have otherwise reached,
  2. Getting results quickly:
    Of course, there are other ways of building your online presence and boost your online sales, approaches like Search Engine Optimization (SEO). But SEO can take weeks or months to even begin to show results, and you may not have the ability to wait to see results. On the other hand, you can experience an increase in website traffic within minutes of using Adwords.
  3. Targeting multiple audiences:
    One of the greatest things about Adwords is that you’re able to target different keywords at different audiences, so you have the flexibility to choose the right bait for different market segments. For example, if you want to sell handmade coffee mugs online, you can focus on many keywords like “Christmas mugs’ or “Personalized mugs” rather than the very general term “Coffee mugs”, and target those keywords at different people.
  4. Keeping track of your progress:
    Adwords also gives you the tools to keep you up-to-date with your advertising results. Clickthrough rate, ad expenses, conversion rate on landing pages and return on investment and other types of data are all at your fingertips.


It’s not all rosy

For all the benefits that Adwords can bring about, you should remember that it is usually a great way to both boost your online business and burn your money offline quickly.

As soon as someone clicks on your ad, Google will charge you regardless of whether they become your new customers or not.
So if they visit your website as a result of the ad and convert to a paying customer, and what they buy surpasses the cost of the ad, then you’re on the right track. Otherwise, you should rethink your strategy.

If you’re thinking about running Google Adwords also factor in a fair amount of time researching keywords, every month or so. You want to make sure you’re keeping your keywords up to date.

How to tell?

  1. Assessing your product compatibility:
    Adwords is especially great for products and services that don’t require a lot of images and videos. You have to be able to describe your product or service in an engaging way in just a few short characters.
  2. Testing the traffic potential of your keywords:
    It is great to use business analytics software to find out how many people search for your type of products and can become your customers. SEMRush is a good option to determine traffic volume. If your keywords can generate more than a few hundred searches every month, you’re on the right track. If not, you should consider using other marketing advertising to complement your Adwords, because your add my only get seen a few times a month.
  3. Forgetting everything and try:
    If you have time to spend and nerve to take a risk, then just give Adwords a shot and see how it turns out. You can run your ads for a short time to evaluate if you’re getting results for your business. Just make sure you define your budget and time frame.

If you’re looking for assistance marketing your business online, don’t hesitate to get in contact with our expert team


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