AdWords- essential to be involved with in the digital marketing world
December 18, 2014

AdWords- essential to be involved with in the digital marketing world

Tom Bonanno | TrustRadius Reviewer
Score 8 out of 10
Vetted Review

Overall Satisfaction with AdWords

Being used by any of our clients interested in running paid search campaigns. In the past it was the exclusive channel we advertised on, but because of pricing structure and cost restraints, we've expanded onto Bing and Facebook too. Along with organic search it's one of the two top mediums in generating leads for our clients.
  • Custom messaging in ads
  • Dynamic Search, triggering ads based on your website's content
  • Ability to run search and display ads separately
  • Ability to run YouTube pre-roll ads
  • Everything located in one account; an MCC allows you to manage multiple accounts with multiple credit cards in one location
  • Geo-modifiers- while certainly beneficial to use for local search, not a clear explanation of the best way of targeting (by radius, town, zip?)
  • Adwords Certification- shouldn't indicate a user's expertise since some areas included on test may not be essential to run a successful campaign for your space
  • The ambiguity of Quality Score
  • Along with organic traffic, often-times produces the best conversion rate.
  • Ability to split-test ads to see which ones resonate better
-Bing AdCenter
-Facebook Power Editor

AdWords has the best User Interface experience which makes it easier and more inviting to use. Facebook's lead generation capabilities with their precise interest targeting and behavior categories have improved their capabilities and is something to consider. Bing's Desktop AdCenter tool has improved greatly and essentially emulates AdWords Editor.
Google's still ahead of the game. Their Dynamic Search capabilities and Remarketing and Display capabilities are unmatched for a self-serve platform. They have the newest and latest ad formats. The vast majority of eyeballs remain on Google and that doesn't seem likely to change anytime soon.
Yes - important question to ask is: What the industry is (some are more competitive than others and average CPCs are astronomical)?In the case of a very competitive business and a client with a smaller budget, in 2015 I'd suggest running on Bing first. A lot of cases you'll see similar results for significantly less cost. Less competition there and less expensive. However, Google still holds the lion share of searches and you'll almost never get the volume on Ad Center that you will on Adwords.