This is one of those questions that we get asked all the time. The frustrating thing is the answer is always the same, it’s ‘maybe’.
Like all advertising Google Adwords isn’t a guarantee of sales, only of website traffic. So before you begin any Google Adwords campaign you need to check your website will provide what your new visitors are looking for. If it doesn’t you’re just wasting money, take that money and use it to improve your website.
If you’re retailing directly to the consumer of your product then Adwords should definitely be considered for your media plan. Adwords is measureable, scalable and affordable and very easy to test. It’s a quick way to drive new traffic and ultimately new consumers to your website and your product. If these people can’t find you in organic search then this is a quick fix and indeed might prove to be a long-term answer too.
If you aren’t retailing directly to the consumer then more consideration needs to be given to Adwords. For a start anyone looking for your product or brand by name should be able to find you without the help of Adwords. If you don’t appear in the first three organic search results for your own name or product name then something more serious is wrong and needs fixed.
In a nutshell Adwords will increase the number of visits to your website, that’s a guarantee. If an increase in website visits is the answer to your problem then Adwords is what you need.
For anything else though what you need is a new marketing strategy. This should include an audit of your website and your brand, product or service, an evaluation of your current marketing, identification of who your new customers are and how best to reach them. Only at this point does Google Adwords come back into the equation.
Creating Adwords campaigns is a skill in its own right. From writing the small amount of text the ad holds, creating multiple campaigns to test ads, understanding geography, consumer behaviour and the various ‘add-ons’ Google Adwords now has. Understanding bidding amounts, quality scores and competition is vital if you don’t want to waste money. In our opinion you’re better getting a professional to help you, but then we would say that wouldn’t we.
To summarise, Google Adwords is an extremely effective and innovative advertising platform, but it’s not a panacea. It’s at its best when every other aspect of your marketing is optimised too.