Pros and Cons of Google AdWords
If you are considering giving a boost to your PPC advertising campaign, chances are that Google
AdWords already included in your to-do list. However, Google AdWords can be a double-edged sword –
it can either bring profits your way or bring heavy losses and erode a sizable portion of your advertising
dollar investment. So, before you jump into Google AdWords, be sure to weigh in on all aspects:
Worldwide recognition with Google: Perhaps all of us know that Google is the leading search engine
where people come to get their queries answered or check out products and services that they intend to
use in the future. Using Google AdWords will give you the chance to be seen on SERPs (search engine
results pages) for Google search queries. This is surely a great way to maximize your exposure and
increase your chances for visibility in the competitive world.
Quick to set and easy to change: You can set up your Google AdWords account within a few minutes
and start using it to give leverage to your business. What’s more important is that you can easily change
your targeted keywords or adjust your AdWords setting for free based on how your customers’ behavioral
trends change with time.
Track performance: Thanks to the availability of Google Analytics at your fingertips for free, you can
track how well your AdWords are doing and make necessary adjustments, as and when the need arises.
Everything isn’t perfect when it comes to using Google AdWords. Just take a look at the points
mentioned below to understand the level of pitfalls:
Steep learning curve: You will need a good sum of money and lot of time to understand how AdWords
can help your business. Though there are many self proclaiming tutorials and help books that promise to
teach you everything, the real scenario is different. Unless you get into the field and learn mostly by trial
and error method, you can’t become an AdWords expert. The entire process is bound to be a costly
Limitations: Google AdWords alone can’t help your business. You have to devise an overall advertising
strategy that includes other tools and methods like organic search engine campaigns, email and video
marketing, etc along with Google AdWords to get results. With 70 characters of copy space available,
you would also need to select your words carefully to make the maximum impact with your Google
AdWords campaign. Another disadvantage is that people often ignore the advertisements at the top and
right-hand side of the search engine results page as they know them to be advertisements. So, the odds of
getting them to click on the links is difficult.
Click fraud: A major problem with Google AdWords is click fraud, where fraudulent websites are setup
and use software "hitbots" or employ low-wage employees from other countries to clicks on ads, and then
collect the commission from these pay-per-click programs. So, click fraud hurts advertisers and deplete
their pay-per-click account, thus leaving them with little or nothing to show for the expenditure incurred.
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