Did you know that 93% of all online experiences start with a search engine?
This statistic is no surprise to me, and shouldn’t be to you either. Typically, the first thing that pops up when you open your browser is a search engine. If you’re like me, you use a search engine on a daily basis to get to social networking websites, to diagnosis a problem, to make an online purchase, etc.
So, doesn’t it make sense to advertise your business on a search engine? Google AdWords helps you do just that. Simply put, Google AdWords is an advertising service put on by Google for businesses that want to display their ads on Google. The program allows businesses to set budgets and keywords for advertising and only pay when people actually click on your advertisement.
Now that you know a little bit about the service, I am sure you’re wondering if it is right for your business.
After researching what the most common perks and flaws of Google AdWords based upon articles and blogs, I have compiled a few of the biggest pros and cons of the service.
Pro: You only have to pay for an advertisement when somebody clicks on it.
Con: Click rates are becoming increasingly expensive, and a small startup company might have to drop $5 or more for a single click to get people to visit their site. This cost may increase visitors to your website, but it does not guarantee customers will actually buy your products or services.
Pro: Ad auctions allow for the most relevant ads to be placed higher on search engine results. Google takes into account the quality of your website and landing page, as well as the price you bid for the advertisement.
Con: Because AdWords got more expensive, it is harder for smaller businesses to compete with larger companies. For instance, larger companies have consistent funds and the ability to drop a lot of money on AdWords campaigns. If an up-and coming business wanted to launch a campaign based on keywords that have already been taken by a large company, a startup would have to spend more money per click for that term.
Another concern you might face with AdWords is that there is a limit on the number of characters that you are allowed in your advertisement. Twenty five words are allotted in the headline, 35 words for two lines of text and 35 in the display URL.
Before opting into AdWords, make sure to analyze if it is the best advertising fit for your company. Research the best way to advertise online for your business.