When I started using Google Adwords a number of years ago it was easy. With an average Cost Per Click of only a few cents I was able to get a lot of traffic to my website for very little costs.
Times have changed. CPC’s have rocketed and the budget had to be adjusted (read raised) at a regularly basis. And I was forced to change my Adwords strategy several times. Doing this I learned there are two major reasons why to use Google Adwords. Without these, you better spend your money on other marketing activities.
Disappointing search results
When organic search results are disappointing, Google Adwords can help you. First ask yourself under which search words you want to be found in Google. Then check these search words and find out whether you are found by Google and what your position is.Are you not found by Google or is your position not what you expected, you can set up a Google Adwords campaign based on these search words.
Campaigns like this generally are running for a long time. Unless of course the search results you are aiming at improve. This means you have to monitor what is happening.
Special sales activities
Special sales activities are often done in combination with a special mini-site or a special page on your website. Adwords can be used to generate traffic to this site or page in a relatively short period of time. In this case the search words used in the campaign need to be in relation to the special activity.
When you special sales activity is terminated, you can stop your Adwords campaign too. Therefore campaigns like this are generally of a temporarily nature.
Never use these words
Of course you should never use search words in your Google Adwords campaigns for which you do well in the organic search results. Don’t waste your money. Google is making more than enough.
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