Google AdWords: Are PPC Ads Worth It?

Since Google is the king of search, everyone wants their site to be at the top of the search results so that when their target customers search for information relevant to their business, those customers find them first. Paying for Google PPC ads is a great shortcut to search visibility, as search engine optimization can take months before you get results, and only if you’re using an effective strategy.

As a company built around writing and developing unique, high-quality online content, our focus is driving increases in traffic and conversion through organic search. However, we understand that PPC advertising has its advantages for those small businesses that can pay to generate traffic.

Here’s a quick look at the main benefits and drawbacks to help you decide if they’re really worth it:

advantages

• Allow you to target the right customers. You can customize your Google ads so that they appear to the customers you want for your business. You can choose variables like keywords, time zones, and more to help you get the exposure you want with the right search base. That way, you’ll focus your efforts on customers who are likely to want your products, rather than wasting time or money on those who don’t.
• They give you more exposure right away.. You don’t have to wait months for your SEO strategy to start paying off and your page rank to slowly start climbing. Google Ads are a great way to steadily grow your site (if you have the budget to do so) or give a big boost to a new product launch.
• They give you a potential SEO boost. There is some speculation as to how much paid ads play in search algorithms, but some marketers suggest that ads help you increase your site’s ranking. At the very least, they drive more traffic to your site, which improves your rankings.

cons

• they are very expensive. Even if you’re targeting keywords with little competition, you’ll end up paying a lot of money for your ads. If you’re targeting competitive keywords, you’ll have to pay a lot just to get on the board, but you’ll have to pay even more to rank your ad high enough to be seen. If you’re just starting out, Google Ads might be out of your budget unless you only focus on campaigns that last a day or two.
• A lot of trial and error is required. Simply placing a Google ad will not result in a flood of traffic. You have to experiment with keywords, bids, headlines, and more to get results from your ad, and that can take some time.

Personally, I never click on Google ads. And as a savvy internet user, you may be thinking the exact same thing. But, the truth is, most people still don’t realize that ‘paid’ listings on a Google results page are actually ads. In fact, Google makes ONE HUNDRED MILLION DOLLARS a day from search advertising.

In general, Google ads are a good investment as they can get good results for your business. However, you should consider all the pros and cons to determine the best way to use them for your business. Like most marketing tactics, we recommend that you test the waters and find out what works best for your business.