Google Adwords is the paid search listings on search results
Google Adwords is Google’s pay-per-click (PPC) advertising model whereby advertisers bid to be listed on search engine results pages (SERPs). Every time a business is listed is called an ‘impression’ and advertisers only incur a cost when a Google searcher clicks on their ad – hence the name pay-per-click advertising.
When managed correctly, Google Adwords can be a targeted and cost-effective form of advertising. The advantage of Adwords over search engine optimisation (SEO) is immediacy as you can generate traffic straight after set-up. However, in comparison to SEO, it’s a significantly more expensive means of generating web traffic in the medium to long-term. Short-term it’s a winner but for sustainable, low-cost lead generation, SEO is a better option.
In the example below, we do a simple search for a ‘savings account’ and as you can see the top listings appear on a slightly pinkish background – these businesses pay to be listed here, as do the business listed along the left-hand sidebar.
Google Adwords is a great way to generate immediate traffic
With Adwords, unlike SEO, you always generate instant traffic (as long as your Ads meet quality guidelines and appropriate bid levels). However the biggest drawback to Adwords is the fact that your advertising bill grows directly proportionate to the amount of traffi you generate.
In some less competitive industries, that’s not likely to be a concern but if your average cost per click is a factor in your advertising decision, then SEO is a more cost-effective option.
