“Why should I use AdWords?” – it’s a question that’s often asked and a question that yields many answers, but if you have a business and you have presence on the internet, it’s a question you need to consider.

Google’s AdWords utilises a pay per click system (PPC) – simply you pay every time a new visitor clicks on your advert. Utilising an auction system, you, as a business, will bid on specific search terms, this means when people search for that specific term your advert will be displayed. Your bid is based on what you want to pay each time someone clicks on your ad – hence the name “pay per click”. The highest bidder will often have a chance to rank number one in the sponsored results for that specific term.

So, why should you use AdWords? Well, AdWords can work for businesses of any size and businesses in almost any sector. Yes, it requires time and money but if invested wisely, it’s time and money that can instantly provide you with measurable return on investment (ROI). It’s not a channel to be used completely independently but instead a solution to be used alongside SEO and there practices.

Unlike any other marketing practice, AdWords doesn’t require five times the effort to get five times the leads. It’s scalable, and it’s for this reason that there are businesses around that are spending millions on AdWords. If you create an AdWords campaign that is converting and is profitable, then there’s no need to put a cap on your spend. Instead if you increase your budget, you can expect your leads and profits to increase accordingly.

As previously mentioned, it’s measurable too. The great thing about AdWords is analytics. Unlike traditional offline advertising – TV, radio, print etc, AdWords is measurable. AdWords is one of the most measurable online channels, unlike SEO you will be able to quickly pinpoint what is working and what isn’t.

Unlike SEO, it can also provide almost instant results. While it can take months to see results from SEO, you don’t have to wait long at all to see results from AdWords. Upon commencing a campaign you can expect to start getting impressions and clicks within hours, unlike the weeks it would take with SEO. But that’s not to say don’t use SEO, you should still continue to use it, and in fact Adwords can assist with SEO. Because it’s so speedy, its a good way to test specific keywords and audiences, if they convert well in AdWords then you know that it will be worth investing your time on SEO in that area.

And, because it’s so flexible, you have the power to experiment with adwords and find out what works and what doesn’t work. With the many options that AdWords gives you, you can customise your campaigns to your particular needs. In addition to specifying the exact keywords you wish to target, AdWords also allows you to specify the time of the day the adverts are shown, the locations you wish to target and even allows you to specify which browsers and devices you wish them to be shown on.

But the key reason you shouldn’t ignore AdWords? Your competitors are using it. While Google won’t say exactly how many businesses use the channel, it’s estimated at it’s peak 3,000 new accounts were opened in the UK every day. How are you going to beat your competitors if you haven’t joined them?