Before entering into the details of the Google AdWords campaign it is beneficial if the potential benefits are outlined. As is the case when marketing offline there is an overall desired outcome and certain stages that need to be overcome to meet this outcome but this will be discussed later in the report. The following are the potential advantages of developing and implementing a Google AdWords campaign;
- Speed and Flexibility
- Targeted Marketing
- Split Testing
- Set Budget
- Google Analytics
A Google AdWords account can be set up in less than thirty-five minutes and once an ad has been designed a daily/weekly/monthly budget can be set to ensure overspend doesn’t occur. Editing an ad on the television or radio can be a significant cost and take much time and effort but the process of changing text on a Google ad can be done in minutes and at no cost.
With Google AdWords you can achieve first page advertising in minutes. While this is not an organic ranking and will appear on the right hand side of the page as opposed to straight down the middle it can attract a lot of attention to a site. This can generate a substantial amount of traffic to a website and avoids the months or even years it can take to achieve a high organic listing.
This is an excellent method for creating awareness and driving a product/service into the eyes of its target market. Reaching potential customers when they are directly searching for what you’re offering offers an abundance of benefits to a business. It can lead to higher sales, increased brand awareness and hit individuals when in “buy” mode.
With split testing a number of ads can be launched for the same product with different keywords and in different areas. It will become evident which is the most successful and the others can be removed and the budget focused on the successful ad. This enables better marketing practice to take place and optimizes the marketing budget.
This gives a business the ability to identify where traffic is coming from and allows better ad placement to take place. When used correctly Google Analytics can be the deciding factor in a successful campaign. If the desired level of traffic is not being reached then keywords may need to be adjusted in order for the ad to receive a higher click through rate (CTR).