As the importance of appearing high in the search engine rankings has grown, the growth of Adwords is without question a reflection of how key the internet is to business. But, is Adwords the right business tool for every industry and every business model?
If your target audience is online and you have a strong product or service offering then Adwords can be an invaluable tool. Your return on spend will depend on how tightly you run your Adwords campaign.
Why can’t I rely on the organic search listings?
If you are one of the very few companies with a unique offering or you have an enormous online presence then maybe relying on the organic search listings is an option. The warning is that one day you will be at the top, the next day Google may change their algorithm or your competitor does something newsworthy and suddenly you could disappear off the 1st page.
If your competitors are using Adwords then you probably need to be there too.
If you’re already using Adwords and finding traffic is expensive and not converting into new business then your Adwords account needs a review. The flags for bidding, match types, negative keywords etc. are critical tools for helping you control your budget. And your landing pages are essential – they must show a link with the Adwords advertisement. Don’t disappoint your target audience by making them have to hunt for the special offer or product advertisement in your website.