No matter how incredible your SEO is, there are always a handful of other sites at the very top of the results page. The only thing that sets these rankings apart from yours is the word “Ad”...and investments in Google’s AdWords platform.
Before you write off paid search ads, consider that they make up roughly 95% of Google’s total revenue!
Is it time for you to jump into paid search advertising as well?
As of 2014, the web advertising industry weighed in at a whopping $117.6 billion. Now, think about what it will be when another billion people across the globe come online and start consuming. Today, the ROI for AdWords is presently sitting steady at about $2 for every $1 spent.
But let's face it, legions of small-business owners and rag-tag startup teams are still intimidated by AdWords. There are entire generations of web entrepreneurs out there right now who fall into two categories:
- Those who take the DIY approach, admirably of course, but fail to truly utilize the full potential of AdWords and never fully enter the market.
- Those who mistakenly avoid it altogether, focusing the majority of their efforts on information marketing, content marketing, social media marketing, email marketing, etc.
According to the numbers, if you're reading this you likely fall into one of those camps. Well congratulations, because you're about to step things up a notch.
It’s an Even Playing Field Now
Yep, that’s right, the small guys can wade into the digital marketplace and compete with the big boys even on a meager budget. Maybe they can't shell out $10,000 a month for powerhouse keywords and placement ads, but through paid advertising small businesses can grow at the same rates as large corporations.
When managed correctly, a $500 AdWords budget can bring in the exact same percentages, click-through rates, and so forth, albeit on a smaller scale. And money aside, small businesses have everything they need to create better ads than their richer competitors.
There’s nothing stopping a bootstrapping startup from creating a much more compelling ad than a misguided suit in a corporate building somewhere. Once the placement has been paid, it’s up to the market to decide who deserves the clicks.
Paid Advertising is the Lifeblood of Big Data
Why is web culture becoming more invasive? Why is everything being tracked, categorized, charted, and stored in server farms around the world? What’s the primary driving force behind so-called “big data” software and technology?
When you step back and see how the modern world of consumption is transitioning into a digital experience, it makes more sense. Online business, ecommerce -- the whole nine yards -- are all really a mixture of the two schools of marketing:
- Paid Advertising
Focusing on content and user-experience is supremely important because authenticity and transparency are becoming new types of digital currency. However, paid advertising is essential for getting your message in front of a larger audience.
AdWords is Easier Than Ever to Measure
Other, more traditional forms of online and real-world advertising are much harder to measure and derive useful information from. There’s really no way around it. But, AdWords is ultra-specific and extremely useful.
AdWords is a straight path to the marketplace, not a labyrinth. Once hooked into AdWords, you’re hooked into the data stream. Instead of guesswork and constantly spending capital on pure content, search ads are akin to a direct conversation with your customers that’s becoming more indispensable by the day.
And, it’s data-driven. It’s math. It’s an equation you can bend, rearrange, augment, and optimize to your benefit while simultaneously making your business more rewarding for customers. By looking at data points like click-through rate, bounce rate, cost per click and conversion rate, you can adjust your strategy to drive better results.
If you really want to understand the online consumer world, hop on a call with one of our AdWords specialists and prepare to have your mind blown.
It’s Smooth Scaling
When managed, curated and orchestrated correctly, AdWords campaigns grow themselves quite nicely. Outside the process of trial and error, small businesses that invest in professional AdWords oversight get seasoned fine-tuning that raises the ROI bar.
This in turn tends to produce a dramatic uptick in both inbound leads as well as more qualified traffic, which exposes the business to connected and relevant audiences, etc. It’s a beautiful thing. Whereas DIY can feel like sailing choppy and unpredictable seas, with an AdWords specialist at the helm it’s smooth scaling.
Picture the average web Solopreneur who’s been grinding away at their online marketing for the last five or six years dumping tons of capital, late nights, and headaches for growth-scraps. Organic SEO takes buckets of digital elbow grease. Then, they finally catch the AdWords drift, hire a competent AdWords management service and hook in…
Ads are created and approved and...BOOM! All that user experience optimization and hard work are instantly validated as traffic rolls in, and the good content/savvy web design converts more prospects than ever before!
Data funnels in, gets tracked, dissected, and displayed in a number of ways that shine a light on the path to success. Within a relatively short period of time you refine an otherwise automated process that, again, brings in consistent and scaling growth percentages:
Flaws instantly pop-out. All the website analytics make more sense. Testing and tweaking produces instant results. Small pivots like changing headlines or adding a more potent CTA can immediately translate into affirmations from your audience.
Ads Are Becoming More Prominent
Over 80% of search results now contain AdWords ad placements, and those placements can cover as much as 85% of the space above the fold on the results page. The truth is that Google needs to make money and AdWords makes up the vast majority of its income. And with mobile search on the rise, Google is looking for even more ways to make money from its advertisements.
If someone says “search results,” right now web culture is conditioned to picture the first page of Google search result.
Not participating in paid advertising is going to produce diminishing returns from here on out. You'll lose more and more ground to the competition that does pony up, sitting on the proverbial sidelines trying to market content into people’s already over-crowded digital lives.
AdWords Is Your “In”
People’s virtual lives are pretty full, don’t you think? Web consumers don’t have much margin left when it comes to their attention and online time. They’ve pretty much already figured out how to spend it.
Where will the competition be in two years from now in terms of content? Facebook alone is taking in BILLIONS of pieces of content each month… YouTube, Twitter, Pinterest, and on and on. Paid advertising is your “in” and it’s dependable. When folks head to the search bar to find the right product or service, you can be there.
AdWords Provides Access to Powerful Search Terms
Even a small startup in a competitive niche like fitness or health products can focus on keywords that would otherwise be out of reach. Maybe on the organic front you can’t yet compete with nationally recognized brands, but AdWords will put you right next to them in search results.
Envision what it was like before our age of digital enlightenment when small businesses had no way to compete with big brand ad-space in print magazines or TV commercials. Now small businesses can get right in front of the same audience. It’s truly an astounding development that’s shifting trillions of dollars globally from corporate hands into the greater marketplace.
What Next-Gen AdWords Management Looks Like
Small businesses need someone with experience to swoop in and set everything up: in-depth keyword research, overall campaign planning, copywriting, and analytics integration. That’s ideal for testing the waters, but once it’s time to get serious, professional administration is the most effective course of action.
Here’s a smidgen:
- Conversion Tracking: This is quantifying and incrementally growing ROI based on leads and inbound traffic. Remember, AdWords is intrinsically and systemically measurable from end-to-end.
- Iteration: Responding to consumer data and properly adjusting strategies to capitalize on it. AdWords campaigns must continue to evolve and adapt to maintain growth.
- Monthly Reports: These keep you always in the loop without bogging you down or requiring your time to compile.
- Marketing Consultation: Quarterly conference calls with a personal AdWords specialist who lays everything out on the table in ways you can understand and appreciate.
And there you have it, folks. Undeniable proof that a) you’re ready for this, and b) that getting an expert on your site will help you step your game up. Head on over to our AdWords Management Service Page and see what else is in store for your business.
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