Think about the last time you were looking for a particular product or service. It probably went something like this: you opened your web browser, went to Google, entered in a few keywords, and hit “Search.” If so, you’re just like millions of other people who use this larger-than-life search engine on a daily basis. (And you know something’s big when people use it as a verb, too… “Just Google it!”)

Now think about how many search results you scrolled through before you settled on a website. Probably not past the first couple of pages, right? That’s precisely why companies are putting so much focus on appearing higher on those Google search results. Search engine optimization (SEO) refers to the process of improving a website’s organic―or unpaid―search results. If done right, SEO can be very effective, but it can also take time to work your way up those listings amongst all the competition. Enter Google AdWords. This form of paid search complements existing SEO efforts and helps level the playing field (especially for small- to medium-sized businesses).

Essentially, Google AdWords allows you to pay to place your website higher in the rankings―and the results can be almost immediate. Check out our quick “ABC” breakdown of AdWords advantages:

A is for Analytics

As with any type of advertising campaign, it’s important to measure results so you know what’s working (and what’s not). By linking your Google AdWords account to your website’s Google Analytics, you can gain valuable insight and rich data about consumer behavior. These reports allow you to react and tweak your keywords and other variables as needed. Ultimately this will lead to increased conversions and ROI.

It’s also worth noting that the AdWords dashboard by itself offers plenty of options for tracking and measuring campaigns. It really just depends on how in-depth you want to get!

B is for Budget-friendly

Google AdWords is a pay-per-click form of advertising. The price you’re willing to pay for each click is called the cost-per-click. So, you get to control the amount you want to spend. You can also adjust your budget for each ad campaign you’re running. Some large businesses may spend thousands of dollars per month on Google AdWords, while others may be able to get by with just a few hundred dollars.

It’s important to measure how many leads and/or customers you generate due to your Google AdWords campaign. In a given month, divide the number of leads (or customers if that works better for your business) you generate by the amount of money you spend on your AdWords. The number you get is the amount you’re spending per lead or per new customer. This will help you determine if continuing your Google AdWords campaign is worth the investment.

C is for Customizable

It’s all about being able to reach the right people at the right time. One of the biggest advantages of Google AdWords is its flexibility to be customized. Want to make sure only people within your city see your ad? Just use the geo-targeting feature. Want to bring in more customers who happen to be in your neighborhood and using Google on their phones? Yep, you can select mobile device targeting. Need to change your keywords or ad copy to keep optimizing your reach? No problem. You can do that, too.

We’ve only just scratched the surface of Google AdWords with this blog post, but hopefully you’ve gained a better understanding of the advantages. If you think your business could benefit from this form of paid search, let us know. We’re happy to help you make sense of it all and create a campaign that will bring more targeted leads to your website.