You prosper from realism. Frankly, those of us who are most realistic are most equipped to adjust to turbulent times. Not only that, but we successfully navigate change. In the modern digital marketing realm, business is even more propelled by no-nonsense reality. Put simply, a pay-per-click (PPC) advertising campaign works, or it doesn’t work.
The advent of Google Adwords poses a delicious opportunity for you to exercise your realism. However, it is digital advertising – a relatively new and exploding commercial vehicle. Thus, evolution is part of any PPC campaign assessment. It is simply inappropriate, at this point, to issue a “yay” or “nay” on Google Adwords without realistically considering its optimum usage.
If commerce rests on it, then you must consider Google Adwords to your existing marketing tools with in the digital marketing milieu.
How would your Google Adwords campaign stack up to results of other advertising methods?
Search Engine Optimization
Search Engine Optimization (SEO) is a method of using keywords to enhance organic search results. In today’s digital marketplace, SEO is an important imperative when businesses compete for search engine rankings and relevance (two measures of SEO success).
However, SEO differs from pay-per-click (PPC) advertising. At its best, search engine optimization produces enhanced exposure for products and services. However, SEO is a free-market domain in which search engines define web site rankings using algorithms. Search exposure to a company’s products and services does not necessarily correlate with enhanced business.
The two concepts can be easily confused, because both seek to drive web traffic to a company.
- Pay-per-click advertising takes a message and places it, in the form of an ad, beside organic search engine results.
- SEO is a form of positioning, while PPC is a position in search engines. Pay-per-click advertising is more manageable than SEO in a number of ways.
Since Google Adwords users configure PPC campaigns, they are more controllable than SEO results. Put simply, search engines control the algorithms that drive SEO; business controls the parameters of PPC advertising. Also, paid marketing campaigns produce results more quickly than SEO builds ranking (this stands to reason since PPC is a paid service). Finally, PPC advertising campaigns are entirely adjustable. Google Adwords users frequently alter their strategies based on results (positive or negative).
Compelling content informs web users in ways which can be utilized for marketing purposes. When a reader links to a site or shares an article via social media, content creators win. Business must produce top-quality information to embed within its marketing content, and the World Wide Web is the largest consumer market in history. Therefore, premium content is an established norm for enterprises that wish to harness technology.
However, content marketing is more of an evolutionary process than PPC advertising. In fact, they are very different. Content builds readers, links and tweets; pay-per-click advertising is purchased for immediate exposure. So, content marketing produces different advertising results: social media “likes,” web site links and email blasts. Pay-per-click advertising produces user data which can then be honed for future use. Content marketing requires ample time and slow return-on-investment, while PPC ads yield immediate, quantified results (such as in Google Adwords).
“Should we advertise on Facebook or Google Adwords?” Good question. The answer is: both. Marketers can integrate the differences and strengths of Google Adwords and Facebook to achieve maximum marketing results.
Google Adwords is a commercially-dedicated advertising service. While Facebook has its commercial elements, it remains a place for users to just communicate non-commercially if they wish. Therefore, the characters of both sites – although dominant and emerging forces on the Web – differ enough to present varying advertising benefits. Users spend much more time on Facebook, but they spend much more money on Google Adwords. The realistic consideration is one best defined by the kind of customer experience that businesses are striving to achieve.
The Gold Standard: Word-of-Mouth
Of course, word-of-mouth remains the greatest of all commercial referrals. It spans time, technological evolution, disaster, recovery and change. Google Adwords users should never expect PPC advertising to match the omnipotent reach of customer word-of-mouth.
To be sure, Google will attempt to develop an online equivalent. In previous generations, broadcasters sold air time on television and radio airwaves. Newspaper used print space and circulation to enhance commerce for their customers. All have morphed into today’s frenetic global race to the top of online trade. Yet, realism is the best creator of business. Who can compete with the answer to the face-to-face question: “Do you know a good…?”
If you found this info useful?and I hope you did, please subscribe to my mailing list?and get regular helpful online marketing tips that will help you get more leads and sales.