Google Ads: Pros and Cons
You can be up and running on Google Ads in a very short space of time. While there is a lot more to Google Ads than just campaigns, ad groups, keywords and ads, these are the building blocks. And you can set them up very quickly. Do a bit of keyword research, decide on your budget, set up a campaign and a few ad groups then write some killer ad copy, and away you go! Your ads will appear as soon as they’ve been approved, which could be instantaneous.
The pros of Google Ads
Easily affordable
This is the first pros of Google Ads. Why it is so? Because Google Ads average cost is about $1-2 per click which makes it a relatively affordable advertising platform for any business irrespective of its size. However, this is an average cost of industries. It simply means that the cost may vary from industry to industry. There are many industries that have high cost-per-click for most keywords, but keywords are inexpensive in Google Ads.
Competitive keywords
We all know that Google’s job is to provide the relevant and accurate results possible to users, right! However, this is not that simple for Google because Google needs to determine which businesses are displayed first upon searching for specific queries. It means if the content of your site is most relevant than the competitor then yours will be prioritized. Here Google Ads shows the most relevant ads to users and makes marketers competitive in the marketing world.
Great documentation
Another advantage of Google Ads is documentation. Yes, Google hosts a lot of documentation to help you learn about AdWords and how to run an optimal campaign. What this documentation actually includes? It contains a large keyword base with topics ranging from budgeting to how to create your first ad marketing campaigns. It basically guides you in making a digital marketing campaign successful.
Offer you amazing tools
The next advantage in the list of Google AdWords is a tool that it offers to users. Yes, Google Ads has some tools that help you create digital ads. One such tool is the keyword planner. The planner tool will help your keywords to trigger your ads on the basis of the industry type, the average cost-per-click of the keyword, your existing content on the webpage you want to link your ads to, the average monthly searches, and the competitiveness of that keyword.
Basically, the keyword planner guides you through the process of selecting keywords for your campaigns. It actually helps you choose the best keyword for you.
Easy and measurable results
Google Ads make it easy for you to measure the results of every single aspect of your marketing digital campaign. What all things you can easily measure? You can measure clicks, impressions, click-through rate, conversion rate, cost per click, and cost per acquisition. And all this makes it easy to measure ROI. Furthermore, you can also determine the cost-effectiveness of certain strategies. By this, you actually plan for effective advertisement investment for the future.
Now let’s move on to the cons.
The cons of Google Ads
You pay for each click to your website
That means that you pay whenever someone clicks on your ad, regardless of whether that click converted or not. So you may get clicks from visitors who have no intention of ever buying your product or service.
Competitive industries have a higher cost per clicks
If your competitors are already using Google Ads, this might be the reason why you want to start your own marketing campaign. But the competition can be fierce, and as a result, the cost per click is going up, up, up. If your keyword bid is too low, then your ads could be relegated to page 2 or 3 of the search results.
If you have no budget, your ads will stop
Google Ads has a very short shelf life. And when I say short, it means when your budget is spent, your marketing ads turn off. Compare this with SEO that is a longer-term investment, with a longer shelf life.
Adverts have limitations
You are restricted by the number of characters you’re allowed. There are three 30 character headlines, two large 90 character description lines and a customizable display URL. And you ideally need to include an attention-grabbing headline, keywords, benefits and a call to action in that too. There’s a lot to fit into your ads, it really is an art.