Google AdWords

History

Google launched its AdWords scheme in 2002 in response to similar services, such as Overture. It now offers the the widest coverage of any search provider, following the rapid rise in Google's popularity with searchers.

Strengths

The size and flexibilty of the AdWords program makes it suitable for a wide range of marketers. For example, its extensive coverage makes it suitable for specialised businesses, who would not receive much search traffic from the smaller providers. The minimum cost per click for a keyword can be a little as 3c, which can make AdWords suitable for editorial or low order value websites, where the 20c minumum cost per click required by the other providers would not be effective.

Weaknesses

AdWords has now become so popular in some areas that bidding is very competitive, meaning in some cases better value can be found elsewhere. The system provided by Google is very sophisticated, offering a wide range of targeting and management options, so that it can be difficult for beginners to understand and grasp, so that many new advertisers can quickly waste their budgets through incorrectly targeted campaigns.

If you're looking to start running pay-per-click advertising with Google AdWords or any of these PPC providers or need to improve the effectiveness of your current campaign, find out more about our PPC management service or contact us now for more information. Alternatively, please request a FREE website assessment and see what you could achieve with a successful search engine marketing campaign.