AdWords - A must for paid search
February 12, 2018
AdWords - A must for paid search
Score 10 out of 10
Vetted Review
Verified User
Overall Satisfaction with AdWords
AdWords is used by our paid marketing department, and is one of our primary and most reliable marketing channels. We use it to acquire leads at multiple stages of the funnel, from people who are specifically searching for what we do, and those who are searching for things that make them likely to be interested in what we do. It helps us ensure that searchers are finding us and works well in conjunction with our SEO efforts.
- Essentially it's the only game in town for paid search - it gets more volume than Bing, and generally more reliable quality.
- It provides pretty good capabilities for testing a variety of ads and keywords.
- It integrates very well with Google Analytics in terms of being able to get additional insights into what's performing well.
- Keyword research is a bit obfuscated and it can be difficult to tell what real volumes are. You really have to run things to see how they'll do for you.
- It would be nice to see some more creativity in terms of new ad formats - the core hasn't really changed much, and what has changed has mostly been more room for text.
- Would like to see more tools to tie performance together throughout the funnel, especially with retargeting ads.
- It's helped us quite a bit in hitting our key metrics for driving quality leads
- We've been able to drive our cost per trial signup down significantly thanks to optimization
- It's been a good compliment to our SEO and organic search efforts as well
Bing is very similar (to the degree that you can essentially import and export campaigns between AdWords and Bing). Generally though, it gets less volume overall, and we've found the quality of leads that we do get from Bing to generally be more inconsistent than what we see from AdWords.