For another client who was running their campaigns using a generic Google helpline, I halved their cost per click from £2 to £1 meaning they were previously spending twice as much money as they had to. With the first campaign I ran for a client, I saved almost 50% of their ad spend within minutes as they were serving ads for completely inappropriate search terms. Running an AdWords campaign without knowing how to use the platform can be a recipe for burning money fast. Usually when I hear this opinion of AdWords, the root cause is due to either running campaigns in house without the appropriate knowledge, or having a bad experience with a “pile ’em high, sell them cheap with hard sales call tactics” type agency. It is important to understand that running paid advertising with Google will not make any difference to your organic search rankings, although it may improve the click through rate of your organic listings (due to searchers subtly seeing your brand in an advert before scrolling down).
Certain SEO elements will help improve the quality of your AdWords campaigns. With SEO you have to invest before you get the traffic. With Google AdWords, you generally only pay when people click through to your website.īoth are important. Both are ongoing investments, but you’ll only pay for AdWords clicks when people are interested in your product (generally). It is fast to set up, and a far faster way to generate the traffic than SEO (generally). Google AdWords is a fast way of bringing in targeted traffic to your website.
SEO should always be an important element of your digital marketing mix, and it’s often overlooked and underestimated by both business and web developers. You don’t pay for this traffic, but you’ll pay with time and money getting it right. SEO is a longer term game and involves the correct set up of your website and online presence, ultimately to bring you more organic search and referral traffic.
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