AdWords is Google’s branded search advertising. It’s sometimes also called PPC (pay-per-click) or CPC (cost-per-click) advertising. You’ll hear all these terms used interchangeably. Since around 85% of searches are done on Google, their AdWords system is the most popular.
As with any form of marketing there are pros and cons. Here are a few of them. Firstly, the pros:
- It’s comparatively inexpensive.
- You can control how much you spend.
- It’s very measurable and you can figure out Return On Investment.
- It’s particularly useful if you need immediate results.
- Being the most popular search engine, Google has the most “reach”.
And then there are the cons:
- The learning curve is high.
- High “bounce rate” for clickers.
- Click fraud and “thumb slips” by users of mobile phones.
- Poor phone support by Google.
- Big companies are driving up the prices.
- You can spend/waste a lot of money if you don’t set up the controls properly.
- It requires an ongoing investment in time.
- Lack of transparency about pricing and the Google auction system for bidding.
How much will it cost?
This is another of those “How long is a piece of string?” questions. The answer is really determined by a number of factors, such as how many keywords do you want to target, and what’s the competition like for your searches? As a minimum, for an effective campaign, you should be looking at around $10 per day.
So what should I do?
There are really two options. You can either set it up yourself, which for most people doesn’t work, or if you believe it’s going to be a worthwhile method of marketing for your business, let Medical Websites set up and manage the campaign for you. You specify all of the parameters, including how much you want to spend on the clicks, and we’ll manage it using Search Engine Marketing (SEM) experts to develop and run the campaign. As a rule of thumb it will cost between 50% and 70% of the budget for the clicks – eg. for a budget of $10 per day for clicks it will cost around an additional $6 per day – for us to manage the campaign for you, however we quote each job individually.
Note that before running any AdWords campaign it’s imperative that you have good, relevant, informative content on your website. Without it, the money spent on the AdWords campaign will be wasted.