Google Ads

Formerly AdWords

AdWords is well suited when you're trying to bring in consumers that are closer to conversion.

Again, AdWords is the 800 pound gorilla when it comes to paid search advertising. It's really the only game in town - we have also used Bing Yahoo, but we typically can't get the same volume from it, and of the volume we do get with it, the quality of leads is more hit or miss.

AdWords is the best platform for paid search. In comparison with Bing and Yandex, it is much more developed, gives much more opportunities for users reach, many features to optimize the accounts are available and overall it gives a lot of information of performance. Besides that, there is an AdWords editor, which simplifies uploading and downloading account structures in bulk.

If you are looking to advertise your product it can work for almost any type of business, however, for some keywords, the cost per click is just too high and competition might use that against you.

At the end of the day, AdWords exists to squeeze as much money as possible out of each clients advertising campaign. There are serious concerns surrounding display advertising currently, with quite a few sources stating bot traffic actually comprising a majority of display clicks. Google will happily allow you to bid significantly more than needed to get top of page one, as it drives up other automated bidding campaigns across the board. Googles goal is not to optimize efficiency for your dollar, their goal is to ensure you hit your daily cap on spending every day. That being said, with the proper amount of human input from an educated user, AdWords campaigns can be extremely effective.

AdWords is well suited for businesses who are very closely in communication with their website management and sales department teams. The best client situation I have had to date with AdWords was for a site that I built in Wordpress. I was able to apply the knowledge I was gaining from AdWords analytics and Google analytics to tweaking the site for best results.

AdWords is not well suited for business owners who do not like data, analytics, technology or numbers. They get super frustrated that they can't do it themselves. There may have been early marketing by AdWords convincing business owners it was easy to do, but in 2017, this is no longer the case. AdWords is a pretty complex system.

AdWords is useful when you are tackling a specific product/service that a lot of customers are searching for it. When searching for what they want, usually they will go to Google Search first and you can convert them to sales volume right at this stage. Also, the popularity of Google Search is another factor that you might want to consider before using AdWord, since almost everyone will search for something on Google Search, especially for the things that they will spend money on.

It's great for lead generation, especially for targeting new geographies where you're not getting organic traction yet. And you have to have a website and a product that really lends itself to lead generation. If it's just to market a general service category, you're not going to get great results.

AdWords is a marketing solution. It allows you to run just about any size of an advertising campaign for the external users.
The only limitations are the more and more popular ad-blockers. They do limit the visibility of your ads in the target audience's browsers.
The only scenario where I think the solution is not adequate is internal (i.e. intranet-based) information campaigns within the enterprise.

AdWords is well suited to writing content that is SEO-rich, perhaps not as well suited to actually naming new products. A professional writer is still required in order to make the phrases useful and put in context.

Online marketing

AdWords is great when there is an exisisting market interested in your product. It is not so great when you are trying to create a new market.

AdWords is basically essential for lots of companies but the decision on whether to use the client primarily instead of a third party software like DoubleClick comes down a lot to the size of the budget and usage of other search engines. For very large companies, the need to make en masse bid adjustments can make AdWords insufficient. That said, any company which spends even a moderate sum on AdWords should have a PPC professional overseeing the spend, and they should in turn be very familiar with and often use AdWords. For very small companies, control can be handed over to Google themselves to run.

I would say it is not suited for small business where the profit margin is small as it can be really expensive. £75 voucher disappears in just half an hour and it isn't guaranteed that a sale will happen. For companies where the margin is big it is well worth as even if the cost per sale is high you will still get some profit out of it and you are more likely to have far more sales.
It is normally ideal for e-commerce websites with off-the-shelf products as you can use the full capacity of what Adwords has to offer, such as Google shopping.

AdWords is the only tool I know that can be used for ads on Google's search results, and leveraging ads, display campaigns, and Google shopping can all be extremely beneficial for e-commerce websites seeking to build brand exposure and drive conversions. I wouldn't use AdWords if I were just trying to increase exposure and drive traffic to a blog.

AdWords is great way to get a foot in the advertising door. It is great for small businesses and big businesses alike.

Google Adwords is suited well for businesses who aren't in a crowded market. For example, creating adwords for mobile phones would be extremely expensive due to the competitive nature of the market, whereas adwords for our market, catering equipment, has a good balance of keyword costs across all products. It's also great for small businesses who want to just target locally, such as a cafe or restaurant.

My experience shows that in some cases, a low marketing budget may be better spent in another area than on Adwords. This decision depends on the item to be advertised, the target audience, and the competition. For example, if the company has a specialized item with a narrow target audience and limited competition, then a low budget on Adwords might perform well. But if the company has a broader product with a broad audience and a lot of competition, their ad dollars may find a better ROI on another platform.

AdWords is not useful for highly targeted low budget applications.

AdWords has a monopoly on the market. Every advertiser should be familiar with it's offerings. Performance Media Demands it.

AdWords is great if you are trying to attract a specific audience. Keywords help inform that the audience you'll acquire will be relevant. You have to be mindful of budget and what match types you're utilizing to ensure you're getting the right audience. Its less appropriate for large media buys, because the inventory and selection of sites are pretty limited.

If you're looking for a low-funnel, high efficiency, and scalable platform for driving new business, AdWords is always appropriate.

There is no doubt that AdWords has provided marketers with a powerful tool. The caveat to wielding such a powerful marketing tool is that it can become a money pit without proper education on the finer points of PPC marketing. Knowing when to bid, how to stay organized, and how to interpret the data is key to making AdWords work for you.

I haven't yet found a scenario where I wouldn't employ AdWords if the business had a budget for it. Used properly, Google AdWords can benefit everyone from small businesses to international companies.

The obvious question to ask when evaluating a tool like AdWords is: "Are people searching online for products or services like mine?" If the answer is yes (and you've got a web presence) then you may want to consider reading up on AdWords strategies.

The AdWords campaign structure solely depends on the client's objective. The user should determine a client's objective before developing the structure in AdWords.

It could be intimidating for people to start a campaign on their own, if someone is not very technically savvy they would have trouble using the self serve model. They would need help with the set up by someone and Google is not very good at offering in-person help.