Item: Google Ads
Rating: 9
Author: Debora Ramos

Overall Satisfaction with AdWords

Use Cases and Deployment Scope

It is being used solely by the PPC department. It helps us achieve a considerably high number of conversions at a really high revenue.

Pros and Cons

Pros

Brand awareness via Display ads
High increase in traffic
Full management of ads and keywords
Full control of company budget
High number of conversions that otherwise we would never achieve

Cons

Bulk changes that can only be done on the editor software
Having several accounts it doesn't allow users to look at the keywords at that level. We have to enter each account to see the respective keywords, ads, campaigns etc
Auction Insights is a good tool that let us have a rough idea of what is happening but it is very basic. It would be nice if it could bring more info.
Quality Score is something hard to understand. Sometimes similar keywords with same ads have really different QS.
Google shopping image ads are not available for lead generation business where products are bespoke
It can be very expensive depending on the keywords we are bidding in. Some keywords might easily reach £20 per click

Return on Investment

Faster lead conversion
Higher conversion rate
Easier to get to know our customers and therefore optimize the website for more conversions

Alternatives Considered

Bing Ads

Adwords is more expensive but the traffic volume is 5 times bigger than Bing Ads. Adwords was the first in this industry so they are the experts.

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.

Comments

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Google Adwords is a structured way to get more conversions