Should I Use Google AdWords?

August 25, 2016 | JoAnn Seeman, Spindustry Digital

If you're new to digital advertising and paid ads, it can be difficult to know whether you should venture into Google AdWords. If done incorrectly, you can spend a lot of money and get zero results. But if you or your digital marketing agency set up your campaigns correctly and continually optimize them, Google AdWords can show great ROI.

We’ve outlined 6 ways to know whether you should try Google AdWords.

#1: Your customers are looking for you online.
This applies to more businesses than you may think. Even in a B2B business, you're still selling to a person – and on average, that person is doing so much research, a whopping 67% of the buyer’s journey is done digitally. When your prospect is researching a solution to their problem, you need to be there in search results. Organic (unpaid) listings can be a great option, but some industries have too much competition for your own site to rank on the first page of results. If that's the case, or if your organic listings need a boost, Google AdWords search ads can bring new people to your website, where they can buy your products or become leads.

#2: You know your target audience's demographics & interests well.
Google ads can be targeted to people of a certain age and gender, or with particular interests. If you know your target audience well, you can use that information to show the right ads to the right people – and to avoid paying for clicks from the wrong people.

#3: You can track conversions on your website.
A conversion can mean the visitor buys something directly from your website. It can also mean they become a lead by sharing their contact information so your sales reps can follow up. Either way, if you can track that action on your website, you can send the information back to Google AdWords, so you can see the exact cost of each conversion and optimize your campaigns to improve your conversion rate.

#4: You want people to call you.
Whether you can track orders or leads on your website or not, you can set up click-to-call ads that only appear on mobile devices. When someone sees your ad, they can click on it and call you from their mobile phone or other mobile device.

#5: You want people to visit your local business.
AdWords works well for local brick-and-mortar businesses too. According to Google, 76% of people who conduct a local search on their smartphone visit a business within 24 hours and 28% of those searches result in a purchase. Start by connecting your AdWords account with your Google My Business listing, then create ads targeted to local traffic. People who see these ads gain a lot more information about you, turning your digital traffic into foot traffic in your building.

#6: You get good traffic to your website but they don't convert on the first visit.
Your customers shop around? No problem. Google AdWords remarketing campaigns allow you to show different ads to people who have already visited your website. You also have the ability to increase your bid for this more valuable traffic – people who have already heard of you.

Need advice about whether Google AdWords is right for you? Contact us to get an expert consultation.

This post first appeared on the Spindustry blog.