Are Google search ads right for your business?

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Date: 4 November 2020

A woman is typing on Google search engine from a laptop.

Are you using paid Google search ads? Are they right for your business?

Google ads, otherwise known as pay-per-click (PPC) ads, are the little ads you see at the top and bottom of search results. They can be very beneficial when it comes to driving traffic. Whether you opt to run your own PPC campaigns in-house or you choose a Google ads company to help you get the best results, there are both advantages and disadvantages to using Google search ads.

So, what are the pros and cons of using paid Google search ads and are there other potential alternatives for your business? Let's take a closer look below.

Results can be instant

A benefit of using paid Google search ads is that the results can be instant. This is great if you are looking for quick wins. It means you can drive traffic to your site quickly, unlike SEO which can take longer to show results and start to bring traffic to the site.

Quick to create campaigns

Another pro to PPC is that creating Google ads campaigns is that it's quick. Despite there being more to Google ads than just the campaigns, ads, keyword research and ad groups, these are the building blocks which can be set up quickly. What's more, your ads will appear as soon as they have been approved, which could be instant.

Brilliant exposure in search results

By creating a Google ads campaign, you have the opportunity to appear on the first page of Google, which leads to exposure! What's more, you will appear for people that are searching for what you offer exactly when they need it.

Varied budget size

A Google ads campaign doesn't have to be expensive. It's brilliant for both small and large businesses, as you can specify how much you're willing to spend, as well as set a maximum cost per click for your chosen keywords. You then only pay for clicks, which enables you to keep control of your spend.

Every click costs

Despite the list of pros going on and on, there are also a few cons of paid Google search ads. The key con is that you pay for each click to the website. Whenever someone clicks on your ad, you will pay regardless of whether they convert or not. Therefore, you may find that you're paying for clicks from users that have no intention of buying a product or service from your site.

Competitive industries

You may want to start your own PPC campaign if your competitors are already using paid Google search. However, you need to be aware that the competition can be tough and the cost per click can increase. If your keyword bid is too low, you will find that you appear further down the search results, perhaps on page 2 or 3 meaning you will not get good exposure.

Investing time

Mistakes with your Google ads campaign could cost you dearly. Therefore, you need to invest time once the campaign has been set up to make sure that it has been done properly. You will also need to monitor it to check what is converting and what isn't, so you optimise your campaign accordingly.

As you can see, there are both pros and cons to paid Google search ads, but weighed up, the pros do tend to outweigh the cons. However, if you would prefer to gain visibility and drive traffic to your site a different way, you can opt for SEO. Although this can take a few months to solidify ranking positions, it has proven to be a popular and beneficial way of increasing traffic and visibility in Google search results.

Copyright 2020. Featured post made possible by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small- to medium-sized businesses

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