Back in the early 2000s, pay per click(PPC) was the thing internet marketers talked about. For the first time, advertisers had the ability to display advertisement to a targeted audience and only pay when a user has clicked on an Ad. This meant that advertisers could measure their ROI with far greater accuracy and reach audience of very specific demographics with relative ease. This was a huge difference from the traditional untargeted banner ads that were quite popular back in the early days of the internet. However, despite improvements in Adword’s platform over the years, by the mid-2000s PPC advertising took a back seat as there was new kid on the block, “Search Engine Optimization” (SEO). Today, it’s “Social Media Optimization” (SMO) that’s taken the spotlight.
Nevertheless, I believe AdWords is still one of the most powerful and useful tools available to online marketers even though it may not be the first thing that comes to mind. It may not be as sexy as social media marketing, but that does not mean it’s one bit less useful. In fact, given the accuracy and features available to Adwords today, it’s far more than just a tool for driving traffic to websites. Here’s three ways you can use Adwords for your online business:
Generate Immediate Traffic – Adword’s pay per click allows you to direct targeted traffic to a website from Google’s vast affiliate network. Even if you have a limited web presence, with Adwords, you can still drive traffic to your site as long as you’re willing to pay for it.
Brand Awareness – Adword’s pay per impression(PPI) is another advertisement format which businesses can use to build brand reach and manage their brand reputation. Unlike PPC campaigns the goal with PPI is usually not necessary to convert a specific search to an action such as click or a sale; but rather create awareness for the company brand or a product line.
Analytic and Experimentation – This is probably one of the most overlooked uses of Adwords. While many establish companies frequently use Adwords for analytic and experimental purposes, many individual just starting out see Adwords as just an advertising tool, when in reality it’s a marketing tool. Using Google Analytics in sync with Adwords can give you insights on customer behaviour, marketing campaigns, effectiveness of website’s layout and much more.
Each of the uses above deserve an article of their own, which I intend to discuss in more detail in the future. For now I will just keep this short and sweet since the purpose of this article was to renew interest and encourage people to take a good look at including Adwords in their marketing toolbox. Given the versatility of Adwords, it’s extremely likely that you’ll be able to integrate Adwords into your marketing strategy one way or another that will benefit your E-Commerce venture.