If you’ve ever considered Google advertising, then Google Ads are the way to go. Google Ads are a Pay Per Click (PPC) product that you set the budget for. So, all those little extra results you see at the top and bottom of your Google search page are Google Ads. Of course, some folks refuse to click on them but rest assured, they can be very effective. So how do they get there? Adverts appear when a search query matches the keywords that the advertiser has paid for. However, many companies may have ‘bought’ the same keywords, so you’re entered into an instant auction. The most relevant and highest bidding ads make the cut and are served up at the top. So, let’s look at Google advertising’s pros and cons.
Google Advertising Pros
Speed – Compared with waiting for results from organic SEO, Google Ads are fast. So, instead of weeks or months, you can see instant results.
Rapid Account Setup – Getting up and running can be quick. Set your budget, do some keyword research, write some decent copy, and you’re off!
Incredible Exposure – If you get the ads right, your ads could appear as the top search result on the world’s biggest search engine.
Control and Results – You’ll be in control of the content and budget. Plus, you’ll receive data to measure your results.
Google Ads Cons
You Always Pay – With PPC, you always pay for the click even if the click isn’t converted.
Competition for Keywords – If you’re competing with a lot of businesses for the same keywords, the price will go up. So, if you don’t pay enough, your Ads won’t appear on the first page.
Short Life – Google Ads don’t last long. When the budget’s gone, they stop. Comparatively, organic SEO can be of better value.
Keyword Targeting – Careful consideration needs to be given to negative keywords. Consequently, a lot of clicks can be wasted targeting the wrong customers.
Landing Page – Google will factor in the quality and relevance of your landing page when ranking your Ads. So, make sure it’s fully schmick and optimised.