Item: Google Ads
Rating: 8
Author: Nathaniel Bradley

Overall Satisfaction with AdWords

Use Cases and Deployment Scope

We use AdWords to create and distribute advertisements for our 3 websites. It is currently only used by myself as the sole marketing consultant. We use AdWords to draw more traffic to our websites using the normal AdWords, shopping campaigns, remarketing and display ads.

Pros and Cons

Pros

Adwords enables us to directly target specific customers looking for specific products and services. This means that we don't waste marketing budgets on keywords and advertising that isn't as targeted.
Adwords enables us to review a breakdown of budgets, click data, conversion data and a whole wealth of other statistics. This means we can make informed decisions on what direction we should send out marketing.
Adwords is great at helping to market specific products through Shopping Campaigns. This means that we're able to directly target customers that are looking for one of our products, for example "30cm Porcelite Squared Plate" rather than just at customers looking for "Plate".

Cons

Adwords could benefit from being able to integrate with Google Analytics more. Currently, we're able to send conversions (sales) over to adwords but being able to view which keywords and advertising campaigns generate revenue through specific products would mean we're able to gauge which products are most effective. Currently we would have to jump between Adwords and Analytics.

Return on Investment

Adwords has a positive impact on our return on investment. It creates a steady flow of sales for us, both online and over the telephone.
Adwords has unintentionally also helped to improve the customer service and awareness of our sales staff. They are now more involved in the Adwords decisions and know what products need pushing. Also, due to the increase in customers, sales staff is able to increase their customer service skills while "on-the-job".

Likelihood to Recommend

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.

Using AdWords

Users and Roles

Business Processes Supported

Generating more sales
Brand awareness

Innovative Uses

Increasing customer service
Increasing sales representatives awareness of the marketing side of the business.

Future Planned Uses

We may be able to use adwords for marketing our company in additional ways including more display adverts, remarketing and demographic targeting.

Likelihood to Renew

Adwords has now become vital to increasing sales in our business. Without it, our website would have to rely on organic Google search alone which would be near impossible.

Comments

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Adwords is great for Small to Medium Businesses wanting extra customers.