Google Adwords Pros and Cons

Google AdWords is Google’s paid advertising (PPC) product. AdWords ads show at the top and bottom of the search results on Google. Ads appear when someone types a search query into Google. Companies post ads bid for keywords related to their particular business. Within moments, Google determines which of them are most relevant to the search query, and the top ads are served at the top of the results.

Google Adwords

Google AdWords – Pros

Google Adwords works as per your budget

With Google Adwords you can specify how much you’re willing to spend, and set your maximum cost per click for your keywords, and then you only pay for clicks. This allows you to limit your expenses. Also, You can switch Google Adwords  Ads off at will. When you have enough enquiries, just turn the advertising off.

Get Instant Results with Google Adwords

While SEO can take weeks, sometimes months to take effect, Google AdWords can start in an instant. If you’re looking to drive traffic to your site quickly, Google AdWords ads can be really helpful .

Google Adwords is Easy to set up

All you need to do is a bit of keyword research, define your budget,  set up a campaign with a few ad groups, write some catchy ads, and its done! Your ads will appear as soon as they’ve been approved, which takes only minutes.

Google Adwords deliver Instant Exposure

With Google Adwords your Ads appear on the first page of the Internet’s largest search engine! And that means appearing to someone who is searching for your products/services.

Google AdWords Ads are Effective

The ads in Google Adwords have become bigger, engaging, with options to add sitelinks and structured snippet extensions. Your ads now look better than your organic listings.

Learn and Adapt using Google Adwords

With Adwords you can find what keywords work best for your business. You can identify conversion factors to learn, adapt and make your campaign more efficient. With Google Adwords reports feature you can access data quickly. You can see how many clicks your ads delivered, for what all keywords and all the relevant details. This makes it easy to understand data and measure results.

Google AdWords – Cons

Pay per Click

You pay per click, regardless of sale or not. AdWords does not tell you who clicked on your ads. While you are paying for clicks, you would like to know if the clicks came in from a prospective customer or your competitor, but there is no way you can check this in Google Adwords. So whoever clicks on your ads, you end up paying.

Competition increases Keyword Costs

In case of high competition on Google Adwords the cost of keywords go up as competitors raise bids to stay on top. If your keyword bid is too low then your ads could be moved to page 2 or 3 of the search results where visibility is low.

Ads stop as soon as budget is exhausted

Unlike organic marketing which stays online forever, Google Adwords stops the moment your budget is spent. You will need to add more money to continue your ads on Google.

Ads Limitations

Google Adwords Ads are restricted by the amount of characters. You can use two 30 character headlines and one large 80 character description and a display URL. It is quite challenging to fill this space with most appealing ad lines.

Keyword Targeting

If you have a well defined set of keywords then select exact  terms targeting your campaigns, or your ads could be shown for a broad set of keywords which might not be relevant to your business. Also, Your website needs to be relevant to the search query. Your landing pages need to be of a good quality and relevant to your ads. By improving your website’s landing pages, your Quality Score for defined keywords will increase, which will mean you pay less for your clicks.

Takes time to learn

With Google Adwords you need to keep monitoring it to find out what works and what does not. There are a lot many things to learn – defining proper keywords, creating catchy ads, finding the exact audience, tons of setting combinations and more. While you do all this, you are spending money just to learn how to find those optimal settings for your campaign. This makes Google Adwords quite costly.


In all Google Adwords is a great tool to reach out to customers seeking products and services in real time. The ease of use, set up and control of budget are factors that weigh in its favor. If you want to boost your online presence and generate conversions online, AdWords is a good tool to reach your target audience as part of the organic campaign.

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