BUILDING PROFESSIONAL, PRODUCTIVE WEBSITES FOR COMPANIES AND ORGANISATIONS TO MAXIMISE THEIR ONLINE PRESENCE
Every web design client asks me this at some point. Those ads that you see at in the boxes at the top of Google searches and in the right column can work out expensive, so it's worth thinking carefully about whether they should form part of your marketing strategy.
The answer lies in the service you're selling and your client reach. There's no right or wrong answer, since it depends on your needs and circumstances.
If you have a well-designed web site, with good Search Engine Optimisation, then you should be hitting the higher points of the Google searches already.
That said, if you don't occupy a niche and you're in a highly competitive environment (try searching for "IT support London" and see how many hits you get), then you're always going to struggle to reach the top of the Google rankings.
So, here's a few questions to get you thinking…
Do your clients find you on Google?
If the majority of your clients find you via a Google search, then it's worth considering.
Do your clients find you through local papers or Yellow Pages?
There's a gradual move away from local papers and directories towards online, so you should actively consider Google Adwords.
What is your client demographic?
Look at the profile of your typical client: are they likely to look for you online or through another medium (such as papers, recommendations from colleagues or networking). If your customer base is over 60 then bear in mind that this is the market sector least likely to search online.
Talk to your customers. Ask them if they ever click on the ads. Most people are happy to help out if you pick up the phone and ask nicely.
Measure your budget carefully.
Fewer than 6% of users admit to clicking the ads, so a well-designed web site is always going to trump an advert.
Do you want fast results?
If so, then ads are going to work faster in the short term – you can have a strategy in place within a few hours, while good Search Engine Optimisation might take several weeks. However, the SEO work will probably serve you better over the long term.
Where does your business come from? If you rely on advertising, then it's worth considering. But beware – the more popular the search term, and the more competition you have, the higher the price you'll have to pay for those ads.
You can, however, set up a daily budget and control where the adverts appear – if you're selling hand-delivered cat food in Tring, there's not much point in adverts reaching users in Albuquerque.
It's not such a simple question, is it? From a pragmatic perspective, I'd say that your web site's Search Engine Optimisation should always come first, and ads, if appropriate, should run alongside.
So, talk to us about your web site, and of course if you want to chat about running a Google Adwords campaign, we can put you in touch with an expert colleague who's been doing just that for years.
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