Will you agree with me if I say digital marketing is incomplete without ads? Digital marketing is a broad concept and without showing advertisement you can’t win the market competition. Google Ads is one such paid advertising platform that helps marketers expand the reach of their digital marketing campaigns. The platform puts your message in from of your target audience with paid ads. No doubt, Google Adwords or Ads is a powerful platform for pay-per-click (PPC) advertising if you know how to take advantage of it. But do you think Google Ads is that simple to utilize without having to look at the other dark side of it? Yes, you’re right; I am talking about the disadvantages of it.
So are you ready to learn the pros and cons of Google Ads? If yes then continue reading this article till the end.
I will start with pros of Google Ads first.
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 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 have to pay for every click
The first disadvantage of having Google Ads paid campaign is that you have to pay for every click. Now, what’s this mean? In very simple words, you have to pay whenever someone clicks on your ads, irrespective of whether that click converted or not. Yes, you are right! You may get clicks from people who have no intention of buying your products and services at all. Still, you have to pay for that click as well. This might be a little costlier for you then.
# Very short life of Google Ads
This con is actually a disadvantage for small and medium-sized businesses. Why I am saying so? Because Google ads have a very short shelf life by this I mean when you have no budget your Ads on Google will turn off. So, it means you need to keep operating it by looking at the budget you have for the Google Ad campaign. On the contrary, SEO is much longer-term investment as it provides you longer shelf life.
# Time consuming
Another con in the list we have is time-consuming. When it comes to Google Ads, a lot of mistakes people tend to make whether they are a novice or experienced don’t matter. The mistakes will continue to happen until you invest a lot of time after your campaign is completely set up. You need to ensure that everything is done in an effective and proper way. Then you have to keep monitoring the campaign to find out what’s converting and what’s not. Therefore, it’s a time-consuming process for those who can’t handle Google Ads solely.
# Landing page needs to on the top-notch
You all know that Google always looks for quality over quantity. It means your website needs to be on the top of the search query on Google’s first page. And if you rely on Google Ads to get traffic to your site then it might not work the way you want. You have to incorporate SEO in your strategy to make your site appear on the top of SERPs. But make sure that the quality of your landing pages is high and relevant enough to attract Google and the audience.
So guys, I only hope that these pros and cons of Google Adwords have helped you understand the positive and negative points of it. Now you can make the right decision as to whether Google Adwords is the right fit for your business or not. But after reading the cons of Google Adwords, one can easily say that it is more suitable for large scale businesses because they can afford to invest in it and also they drive their time to manage Google Ads campaign. However small scale businesses can also try there is no harm in trying anything new.
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