Google can be a great tool for small businesses to increase awareness and find their place in the digital world. But many companies find it difficult to gain traction, especially with all of the existing competition. With Google AdWords, a business is actually able to pay for the coveted top spot of the Search Engine Results Pages (SERPs).
First it’s important to define the difference between the two types of results that show up on the SERPs.
Search Engine Optimization (better known as SEO) are the active efforts made to improve the visibility of a site through what’s known as ‘organic’ or ‘earned’ results – these are unpaid actions. This involves keyword research and optimization, link building, reputation building, and more in order to obtain the first spot of the SERPs (hence the difficulty gaining traction).
Search Engine Marketing (also known as SEM) is the process of improving awareness of a site through paid advertising. Google AdWords allows you to pay for the top spot of the SERPs with complete customization. You’re able to target, customize the bid amount, and more, giving you full control of your ad.
Continue reading to learn why every business should not only focus on their SEO efforts, but SEM (AdWords) as well.
Google AdWords and Analytics in Tandem
Potentially Higher Results Than SEO
With targeted ads appearing at the top of the SERPs, people are more likely to see and click your link. You may organically appear at the bottom of the SERPs, but AdWords will immediately boost you to the top! And the more people that click on the advertisement, the greater chance you’ll acquire paying customers.
The ads are also trackable and measurable (we’ll go into more detail further down), providing an edge in the SEO world. With increasing click-through/conversion rates, you’ll have a greater sample size to determine exactly what your customers are looking for.
Plus, with Google AdWords ads, you can create A|B tests to determine what headlines, descriptions, and link paths outperform others.
They’re Targetable and Measurable
With SEM you’re able to target exactly who is searching for your product or service, when you want, and where you want, all with complete measurability. As mentioned previously, the ability to track the performance of ads improves your efforts in other parts of the digital world. You can even link your AdWords to your Analytics account!
Google’s advertising services also reach further than just their own SERPs with Search Ads, Display Ads, Video Ads, and even App Ads.
Determine Cost for Advertisements
One of Google AdWord’s biggest benefits is that it won’t charge you for just displaying ads (unless you’d prefer to pay for impressions rather than clicks).
The actions that require payment are determined beforehand, whether it’s cost per click, cost per impression, or cost per acquisition/action. Here’s a great guide from Monetizepros.com on the difference between the three, albeit not from AdWord’s perspective.
Each method of pricing has its benefits for different types of businesses. Since everything is measurable, you can determine whether cost per click is best for your company, or if it turns out that cost per thousand impressions results in a higher conversion rate.
Edge Over the Competition
AdWords may be that little extra push that helps you beat out the competition, especially if you’re a small business. Your competitors may not even be on Google AdWords, meaning your ads will show up with no one to outrank you in the SERPs in the location you specify. Not to mention, you can bid on their branding, too (as long as you don’t misuse their branding in your ad).
Finally, you’ll only have to pay as much as you want! You can set your own daily budget so that you’ll never be charged more than anticipated. As you continue your SEO and AdWords efforts with positive returns, Google will improve your rankings over time.
Although it may take a bit of effort to get set up, Google AdWords provides an inexpensive, powerful, and flexible tool to reach a massive audience quickly and effectively. You may be surprised when you see the positive results flooding in.