Firmbee (CC0), Pixabay

Though improving search engine ranking can help increase the leads generated online for a business, usually, search engines are updating their search results only periodically once in a month or less frequently. So it will usually take three or more months to generate leads through search engine optimization. Businesses that want leads immediately prefer to use online advertising and pay-per-click (PPC) advertising is widely regarded as the most cost-effective way of generating leads using online advertising. Google Adwords is the most popular PPC advertising service, and some of the important aspects of Google AdWords services are discussed below.

Cost management

One of the reasons why businesses prefer to hire a digital agency for Google Adwords is to prevent wastage of money. For PPC advertising, the advertiser has to pay for every visitor to the website, and if there is no one monitoring the conversion rate, the effectiveness of the advertising, the entire advertising budget may be spent without generating leads. So it is important to have experienced professionals monitoring the Google AdWords settings, and quickly making changes if the conversion rate is not as expected. Also, there are many parameters that have to be changed like the keywords, bids which most business owners are not aware of.

Google search

One of the main advantages of using Google Adwords is that the business advertisement will be displayed on Google search results if the advertising campaign is well managed. Since the ads will be displayed only to internet users actively searching for the service or product which is being sold, these are high-quality visitors and the conversion rate is also usually higher. Usually, the competitors of a business will also advertise on Google search through AdWords, so the amount which has to be paid per click can be very high. A competent agency will be able to optimize the advertising to get the best return on investment (ROI)

Google display network

In addition to google search, it is also possible to display the business ads on a large number of websites in the display network of Google, Youtube, and other channels. Though the conversion rate is usually lower, and there is some risk of click fraud using this network, the PPC rates for the display network are usually far lower. Also, some websites in the network may provide high-quality leads for the business. Hence it is advisable to hire the services of a competent agency that will closely monitor the conversion rate from the different websites in the Google network and manage the advertising accordingly to maximize leads.

Other features

Like other advertising networks, Google Adwords has many features to help increase the conversion rate for advertisers. Since most customers/visitors to the website do not purchase the item or service on their first visit, retargeting is used extensively to remind visitors about the business so that they place the order, or contact the business generating the lead. It is also important to have attractive advertisements with a well-written copy so that the visitors to the website will click on the ad, and visit the website. Using their extensive experience, the ad agency will design the ads to maximize the conversion rates.