It’s been a busy year at Marwick Marketing, but the summer months give us time to reflect. This week I’ve put together the three biggest misconceptions about Google Adwords that I have heard people asking. So let me be your guest and demystify the labyrinth that is Google Adwords.
Google Adwords Help My Organic Ranking?
The short answer is no, doesn’t matter if you’re spending $50,000 a month on Google Adwords it doesn’t impact your organic ranking.
Google Adwords (paid search) works on a completely different algorithm to Organic Search (Free natural search). Being first on Google Adwords comes down to budget, cost you’re willing to pay per click, ad relevancy, landing page & keyword quality score. Organic Search comes down to an optimized website; optimized for speed, UX, mobile, on-site SEO and off-site SEO and having strong content.
That said, if you had two new identical website with the same level of optimization and one (website X) had the benefit of $50,000 of Adwords a month and the other (Website Z) didn’t, I would expect the Website X with Adwords to index and rank higher, quicker.
Why? Because while there is zero connection between Adwords and SEO, by the simple fact you’re providing your new website an steady stream of relevant users to your website Google will see that your website is more popular than Website Z.
You “should” have a lower bounce rate, many more sessions and users than Website Z. It’s a small metric Google uses compared to the rest of the SEO metrics used for ranking online, but I’d bet on it being right.
It’s expensive to be #1
While 87% of stats you read online are made up, I won’t pretend to know this one, but I would estimate that 65% of the #1 placements within Google Adwords are not the accounts paying the most per click.
Why? Because Google has a duty to provide relevant, useful ads to match the search term you’ve entered. If it was simply pay-as-much-as-you-want-to-be-first the search results in Google would be really poor. Therefore having a well-structured campaign, that is relevant to the various search terms you wish to be visible for is the key to being placed first (or at least top three) without paying the top dollar.
Well structured means many things, but here are a few important ones. Keeping an eye on negative keywords, having more than 3 extended text ads rotating all the time with relevance to the keywords within the ad group. Splitting ad groups up to match the theme of the keywords.
I don’t click on the ads, nobody does.
This is an oldie, but a goldie. I still hear it now.
“I don’t want our business to use Google Adwords, because I always skip over them, everybody does.”
Here’s the reason why that doesn’t matter; if a user skips the ads it doesn’t matter, with Google Adwords you only pay when a user reads your advert, likes what they see and clicks on it. And yes just because you skip the ads doesn’t mean everyone does.
Unlike Organic SEO – you also get to fully control the online presence of your company at the time of a consumer’s intent to buy from you (or your competition).
More recently Google has moved away from the well defined “Pink Ad Box” to a more subtle, blended Ad area. We’ve also seen the introduction of advert extensions and extended text ads, which increase the advertising area at the top, further pushing organic search down the screen.
Old School Pink Box Below – when it used to be obvious what an advert was.
New School No Pink Box Below
This plays out even more on mobile searches with a smaller screen, users have to scroll much more to “skip” Google Adwords.
So there we have it, there are more, but I’ll save them for another time. If you have any questions about Google Adwords leave a comment below and I’ll be happy to help.