Google Ads: Pros and Cons

Posted on 18/02/2020 by Team Hallam

Is Google Ads right for your business? Here we will explore the pros and cons of it.

What Is Google Ads?

Google Ads is Google’s paid advertising (PPC) product. You know those little ads that you see at the top and bottom of the search results? Yep, those are Google Ads. Whether you like them or not, or whether you click on them or not (I know several people who refuse to!), the fact remains that they are (or can be) hugely successful in driving traffic.

Adverts appear when someone types a search query, in this case, “iPad Pro” into Google. The companies advertising will bid for keywords related to their particular business. Within a fraction of a second, Google enters thousands of keywords and ads into an “auction” to determine which of them are most relevant to the search query, and the “winning ads” are what is served up at the top of the results.


Screenshot example of Google Ads example (Pros and Cons)

So, without further ado, I present:

Google Ads Pros

Results from Google Ads can be instant

Google Ads can be really helpful if you’re looking to drive traffic to your site quickly. SEO can take weeks, sometimes months to take effect. Google Ads is instant.

Creating a Google Ads campaign can be quick

You can be up and running on Google Ads in a very short space of time. While there is a lot more to Google Ads than just campaigns, ad groups, keywords and ads, these are the building blocks. And you can set them up very quickly. Do a bit of keyword research, decide on your budget, set up a campaign and a few ad groups then write some killer ad copy, and away you go! Your ads will appear as soon as they’ve been approved, which could be instantaneous.

Fantastic exposure in the search results

You have the chance to appear on the first page of the Internet’s largest search engine! And what does that mean? Exposure, exposure, exposure. And you’re appearing to someone who’s actively searching for what you offer when they really need it. Timing is, as they say, everything!

Google Ads have increased in size

In 2016 the size of the text ads increased, meaning that you get more bang for your buck, as the adverts are larger and take up more space in the search results. The ads have become increasingly engaging, with options to add site links and structured snippet extensions. Your ads can look better and more engaging than your organic listings.

Test new ideas and continue to improve

You can use Google Ads to test your ideas without committing to the whole SEO thing. You can test which keywords you want to drive traffic for, which landing pages work, and you can learn a whole lot about your customers.

You can measure the results

You’ll be gathering a huge amount of data in a very quick time. If you want to see what happens when you drive a big number of visitors to your site, then this is the best way to learn.

Your budget can be big or small

It can be done on a budget. Google Ads doesn’t have to be expensive. Sure, if you’re a personal injury lawyer, you might be looking at a cost per click of about £50-£60, but if you’re not, it’s quite easy for small businesses to set up small, tightly optimised campaigns and reap the benefits. 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 maintain control of your spend.

You have full control of your ads

You can turn your adverts on and off at will. Turn on that fire hose, let the visitors come in, and when you have enough enquiries, just turn the advertising off.


Google Ads Cons

And now onto the cons of Google Ads:

You pay for each click to your website

That means that you pay whenever someone clicks on your ad, regardless of whether that click converted or not. So you may get clicks from visitors who have no intention of ever buying your product or service.

Competitive industries have a higher cost per clicks

If your competitors are already using Google Ads, this might be the reason why you want to start your own campaign. But the competition can be fierce, and as a result, the cost per click is going up, up, up. If your keyword bid is too low, then your ads could be relegated to page 2 or 3 of the search results.

If you have no budget, your ads will stop

Google Ads has a very short shelf life. And when I say short, it means when your budget is spent, your ads turn off.  Compare this with SEO that is a longer-term investment, with a longer shelf life.

Adverts have limitations

You are restricted by the number of characters you’re allowed. There are three 30 character headlines, two large 90 character description lines and a customisable display URL. And you ideally need to include an attention-grabbing headline, keywords, benefits and a call to action in that too. There’s a lot to fit into your ads, it really is an art. Here are our top tips for better ads. 

Be careful with keyword targeting

You need to ensure that you have added sufficient negative keywords to your campaigns, or your ads could be shown to the wrong users.

You need to invest your time

There’s a rather steep learning curve when it comes to Google Ads, and mistakes may cost you dearly. You need to invest quite a lot of time after the campaign’s been set up to ensure that it has been done properly, and then you need to keep monitoring it to find out what’s converting, what’s not, and so on.

Your landing pages need to be top-notch

Google looks at the quality of your landing pages too, so your website needs to be up to scratch in terms of relevancy to the search query. Ultimately, you can’t just rely on Google Ads to get you traffic, your landing pages need to be of a good quality and relevant to your ads, so you can’t neglect your SEO. By improving your website’s landing pages, your Quality Score will increase, which will mean you pay less for your clicks.

Customer life cycle

If the products you’re selling require the user to think, save and research your product, you may not see the ROI you were initially expecting. If you’re used to playing the long game, then Google Ads can only help you to reach more potential customers.

To Conclude

I hope these Google Ads pros and cons have helped you to make a decision as to whether Google Ads is right for your business.

There are many pros and cons to Google Ads, but if you want to boost your online presence and generate conversions online, it is a great way to reach your target audience as part of the marketing mix.

Contact us today if you require help with setting up and running your Google Ads account.


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Google Ads: Pros and Cons

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