The Quantifiable EdgeOne major problem with many advertising campaign is that it can be difficult to interpret the ultimate results. This can be crippling when trying to determine which approach may work the best. All of the guesswork is taken out of the equation when using Google AdWords. Some of the metrics which can be analysed include:
- The frequency of clicks.
- The number of impressions.
- Conversion rates.
- Cost per click (CPC)
- Website clickthrough rates.
Budgetary AdvantagesMost third-party online advertising campaigns will require a great deal of up-front costs before it can be determined whether or not they are efficacious. This can be problematic for businesses that are already on limited budgets (as many are). Another great point to mention in regards to AdWords is that the business will only pay when an individual clicks upon a specific advertisement. The business is able to set a daily budget. Once this limit is exceeded, the AdWords campaign will not appear within the search results until an account is "topped up" once again. In other words, there is never a concern with exceeding one's current spending threshold. When AdWords is used by a trained third-party marketing agency or consultant, these benefits are enhanced even further.
Geographic TargetingMany business owners have heard the term "local buzz" featured in advertising circles. This is no mistake, for Google is now placing a greater relevance upon websites which target their campaigns within a specific geographic region (such as Atlanta or a postcode, for example). AdWords makes geographically "tagging" terms easy and intuitive. Some of the options that clients have include:
- A certain radius from a specific location.
The Mobile LandscapeThe world of m-commerce is expected to continue to grow at a breakneck pace during 2016 and beyond. In fact, it has already been shown that mobile phone usage to access the Internet is beginning to outstrip traditional methods such as desktops and laptops (1). It therefore makes sense that AdWords is able to take advantage of such a revolution. These campaigns will allow the user to specifically target those with mobile phones. Such strategies can even show the type of operating system that a visitor is using. This is a much more effective strategy than continuing to reply upon organic search listings alone. Those who employ AdWords in such a manner now are likely to enjoy a pronounced level of success in the coming years.
Discrete Targeting TechniquesCurrently, AdWords supports over 40 different languages. Although this may not be as relevant for rural businesses, such an importance cannot be overstated when referring to firms based in large cities or multinational corporations. Additionally, specific times of the day can be chosen when it is thought that Internet traffic will be at its highest levels. This can help to optimize the money spent on clicks.
Re-MarketingThis is a process defined as showing users paid advertisements based around their activities while on a specific site. So, advertisers are more easily able to follow these users and understand their browsing habits while on partnered sites within the Google Display Network. This can help a business to appreciate what other products or services their (potential) clients may be looking for.
These are some of the most interesting benefits associated with Google AdWords. In the world of online advertising, it is often the most efficient tools that will have the largest impact upon one's ultimate success. Using AdWords is a great way to maximise one's efforts in the right directions at the most appropriate times.