Is Google AdWords Right For Your Small Business?

Search engines, like Google, have evolved over the last few years with the goal of delivering the best possible experience for users. New algorithms have risen the bar for websites hoping to rank and issued tough penalties for sites trying to get over. The result is a highly competitive space in which keywords aren’t the only deciding factor when determining organic SERP (search engine return page) results. The increased scrutiny has led some businesses to consider alternative solutions to being seen, not only in search results but online in general. One such option is Google AdWords.

 

What Is Google AdWords?

AdWords is Google’s pay per click online advertising platform. The tool gives internet advertising hopefuls the ability to reach specific audiences through online ads. One of the most common ad formats, search ads, appear at the top of search results pages sporting an “Ad” label.  The remaining listings under the ads are “organic” search results, which are unpaid links to content on websites related to the user’s search request.

But search ads are just one of the four types of ad formats offered by Google AdWords.

 

Four Types of AdWords Ads

But first, let’s take a moment to understand how Google AdWords is structured. The platform is split into two networks, Search and Display. The Search Network provides the infrastructure for search ads.  These text ads appear at the top of SERPs when a user types in an inquiry that includes a keyword or expresses a specific intent.

The three remaining ad formats fall under the Display Network:

• Display Ads – offered in four different formats – text, banner, email, or app – are the visual ads embedded in the headers, sidebars, or body of your favorite web pages or applications. They are marked as an “advertisement.”  When viewers click on the ad, it takes them to a website or landing page explaining more about the offer.

 

 

• Video Ads – working in conjunction with YouTube, video ads give advertisers the ability to promote their YouTube videos. According to Google, YouTube reaches more 18-49-year-olds than any cable network in the U.S. and boasts over 1 billion users. So, it’s easy to see why serving video ads would be attractive, like this ad that popped up during a Bill Nye the Science Guy video, promoting the school’s status as a leading research institution. The pairing makes sense.

 

• App Ads – similar in appearance to search ads, these ads allow advertisers to promote their iOS or Android app across Google assets like Search, Play, and YouTube.

 

Benefits to Small Businesses

Online advertising, in general, has given small businesses better access to tools to promote their incentives to the most people at the lowest cost. Instead of spending hundreds on a billboard or TV spot, a well-designed and carefully targeted AdWords campaign could create more impressions at a fraction of the cost of traditional media. With Google AdWords, your budget is based on what you have to spend. You only pay when someone clicks on your ad.  At any point, you can increase or decrease the amount being spent on that ad.

What confuses most about AdWords is how the price you pay for your ad is determined. To learn more about the bidding process, check out this infographic created by Wordstream:

 

But cost savings aren’t the only benefit of Google AdWords. Additional benefits include:

#1 Targeted Reach

Google AdWords allows you to select keywords to help target a specific audience that is searching for the products and services you’re selling. You also can specify times of day, locations, and demographics of your target audience. So, no more “spray and pray” attempts to hit your audience. With AdWords, your ads are served to the audience you select. The onus is on you, however, to have a compelling offer to entice them to engage.

 

#2 Flexibility

Google AdWords isn’t industry specific and can be used for any type business. Campaigns can be started, paused, stopped and changed at any point. Once the campaign begins, you can see results almost immediately. For business owners on the go, campaigns can be managed on mobile devices. This readily provides updates on the campaign and access to make changes if needed.

 

#3 Measurement Tracking

The benefit of digital marketing, in general, is the vast amounts of data created. With AdWords, you can track your campaigns at a granular level. Built-in pay per click metrics makes it easier than ever to determine the effectiveness of your campaign and track ROI.

 

Why Google AdWords?

Simple. It’s getting harder to cut through the digital clutter. Algorithms are changing to support more paid content. Small business with small budgets are being pushed out of the game. AdWords provides an affordable option for businesses looking to toss their hat in the ring without breaking the bank.

For help with Google AdWords, reach out to us!