AdWords - A Search Perspective
Updated September 03, 2021

AdWords - A Search Perspective

Anonymous | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Overall Satisfaction with AdWords

AdWords is currently being used as a marketing tool to support other channels such as Paid Social and Programmatic. As AdWords works lower down the funnel it helps to generate leads and increase revenue via selected targeting, either it is B2C or B2B marketing. It is currently being used by our specialist Paid Search teams that use AdWords and BingAds.

Overall, AdWords solves many problems, these include but are not limited to, low organic search rankings, finding new customers, driving more users to your site, as well as allowing the business in question to increase their overall revenue.

Pros

  • AdWords utilizes audience lists very well. These are lists that are created either with cookies, first-party data (from the business) or by using Google's own created topics. Audience lists are a strength mainly because it allows the business to target users who are more relevant to them, this, firstly, reduces spend on less relevant users and also increases revenue and conversions, which can really help a business grow.
  • AdWords also circumvents the problem regarding low organic search rankings.
  • For many businesses, organic search rankings could be very low for many non-brand related terms. AdWords gets around this by allowing you to bid on the first 4 positions on the search results page. This is essential to increase the visibility of the business, as well as allowing you the choice to bid on certain terms.
  • AdWords also provides Ad Extensions, these are extensions to your usual PPC ads and allows you to add additional information that you may not be able to fit into the character limit. The ad extensions include sitelinks (links that take you to various pages on your site), callouts (a list of unique selling points that will entice the user to click), Call extensions (a phone number).
  • These extensions allow your business to firstly take up more space when the advert is shown on the results page, which takes attention away from competitors and thus, vastly increases the likelihood of a user clicking on your ad. These extensions would not always be available if you run your business using SEO only.

Cons

  • AdWords editor doesn't allow for the editing of Dynamic Search Ads (DSA) campaigns. I would like for this to be changed, as I prefer to see my changes before they go live, however for DSAs you are unable to do this and all changes have to occur live in the account.
  • I would like to see a functionality that allows you to apply an audience list to a device, without the need to create a separate device-specific campaign. This would be beneficial if you see a certain type of user is more likely to click on a specific device.
  • I would like to see the user interface to change slightly to allow for more visibility of overall performance in a graph. This could be done by setting primary and secondary KPIs in the account and then these could be displayed on a top-level chart. The idea of this is to see where drops and peaks occur and where you could investigate it more.
  • AdWords has seen added an additional 30% of revenue on top of what the client was already getting, this is in addition to the increase in revenue for organic searches which has a direct correlation to when we began paid search activity
  • Through our Google Analytics, we have been able to show an increase of over 100% in unique visitors to the site, which gives us a large pool of users to then retarget to, through other channels or remarketing campaigns.
  • In spite of the good performance stated above, we did see branded terms for organic searches reduce slightly due to the paid search traffic campaigns. To combat this, we turned off branded activity and only ran non-branded terms, this allowed for a symbiosis between the two channels, where paid search funneled users to the branded terms and to the conversion point.
Bing Ads is an indirect competitor to AdWords, which does much of the same as AdWords (with a reduced level of detail) on Bing searches. We mainly used Bing Ads to complement AdWords activity, meaning, if we have saturated the market via Google, we will then use Bing Ads to get more users, however, we tend to see around 10% of users than we get via Google AdWords.

DoubleClick works as a tool that brings together various channels to display and manage the campaigns all in one place, this works well in terms of attribution models and cross-platform bid strategies, but is different from AdWords, as you don't need it to run paid search campaigns.
AdWords works very well as a lower funnel channel, this means that you are able to target users who are already expressing interest or intent to buy or sign up for a specific product, it works very well as a B2C product, where you have a product to sell, or you want to push a certain product.

I think AdWords is less suited when it comes to a branding piece if you are trying to give your business more exposure in the public eye. This could work as support to other channels, such as out of the home, or paid social.

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