Wrong! Google ads account for 64.6% of all clicks for high commercial intent keyword searches (i.e., searches from consumers who are primed to purchase a product or service). That’s a 2:1 margin of victory, according to WordStream researchers.
Google AdWords pay-per-click (PPC) is a highly effective and scalable advertising solution that works for almost any business. Consider these stats:
- The average click-through rate for the top AdWords ad on a search page is nearly 8%.
- The average click-thru rate of any ad on the Google Display Network is 0.4% – four times as high as the average banner ad.
- The average click-thru rate for Google ads on high commercial intent queries are up to 600 times higher than click-thru rates for a typical Facebook page, according to WordStream.
However, in order to make AdWords PPC work (and generate the above results), significant time and money needs to be invested in your AdWords campaign. Is this a smart investment for your business? In a word: Yes. Here’s why:
4 Reasons Why Your Business Needs AdWords
#1: AdWords is hyper-targeted. With traditional advertising, targeting options are limited. AdWords allows for hyper-targeting, including specific keyword matches (e.g., an entire phrase in exact order) and the ability to narrow your target audience by location, language, browser device, time of day and more. An international business can target potential leads in Tokyo, Japan during their 9 to 5 workday and separately target leads in San Francisco during their 9 to 5 workday; no one outside these geographic time zone targets will see the ads.
#2: AdWords is easier to manage than SEO. Search engine optimization is increasingly difficult to measure and execute; results are unpredictable and costs are high. Effective SEO requires substantial effort to build and maintain. Google’s algorithm is constantly changing and your competition is constantly adapting their strategies. Your business, in turn, must consistently churn out fresh SEO content. In contrast, AdWords is easy to “set and forget.” Once your PPC campaign is in place and you’re satisfied with the results, minimal effort is necessary to keep the campaign going or scale it up.
#3: AdWords has a fast learning curve. When it comes to search engine optimization, an entire industry is dedicated to gaming the system. With Google’s rapidly evolving algorithm, even SEO experts struggle to keep up with what’s a legitimate SEO practice and what will get your site slapped with a penalty. That’s not the case with AdWords. There are no smoke and mirror tricks to “beating” AdWords. Once you learn how to perform basic keyword research and set up your campaign, you’re in the driver’s seat.
#4: AdWords gets premium page location. Paid advertising is rapidly squeezing out above-the-fold organic search results. In the war of high commercial intent words, PPC beats SEO hands-down. On average, the top sponsored ads receive 41.4% of all clicks on the page, while the top organic listing gets just 8.9% of the clicks, according to WordStreamresearchers. Even if your website fights its way to the top of Google’s search engine results page (SERP), it will still be beaten by a Google ad.
Does your business use Google AdWords? If not, it should – and our online marketing experts at Wakefly can help you get started. Contact us today.