| With online advertising spend overtaking TV | | | | the advantages of using an agency are the |
| advertising last year for the first time, and the | | | | experience you tap into and the time saved as |
| majority spent on Google Adwords, clearly SMEs | | | | campaigns can be live the same day. The |
| need to understand how to master Google to | | | | disadvantages are cost (with fixed monthly |
| survive and grow online. | | | | charges, a percentage charge on advertising |
| The benefits of Google Advertising versus offline | | | | spend and 6-12 month lock in contracts). |
| are clear: low cost commitment, high level of | | | | The Search versus Network question on Google |
| control, high measurability, the ability to perform | | | | depends on the nature of your advertising. If the |
| accurate geo targeting of customers, and the | | | | service is very niche and specific to a limited |
| ability to react quickly to improve performance. | | | | number of keywords then Search is the better |
| The issues SMEs face are considerable: limited | | | | option, otherwise you should pick up businesses |
| time and money (75% of SMEs from a recent | | | | from the cheaper network showing banner ads. |
| survey ran advertising campaigns direct and not | | | | Banner ads can be a costly exercise and SMEs |
| via an agency to save money), yet very few | | | | should try and use a quality online service. |
| feel they understand how to optimise campaigns | | | | In terms of optimising campaigns, there are a |
| with 46% of the survey saying they don't | | | | number of techniques including AB testing of |
| understand it enough to make campaigns work | | | | different ad styles, developing specific keyword |
| effectively and 39% saying they don't have time | | | | journeys (from keyword to ad text to content |
| to manage the campaigns. Fifty-two per cent said | | | | on the landing pages) to build up Quality Scores |
| their campaigns were not profitable, with 54% | | | | and lower the cost per click paid, testing board |
| saying they get traffic to their site but very little | | | | and narrow keyword terms, long versus short tail, |
| converts to actual business. | | | | optimising between click through rate, impressions |
| There also is the fear factor: the fear from the | | | | and conversion rates on your site, to name a |
| mountain of questions such as whether to use | | | | few. |
| Google's Search or Network service, an agency | | | | In short optimising on Google Adwords is possible |
| or to run campaigns directly, what the optimal | | | | and can deliver real value to your online business |
| levels to spend are, what is a good ROI, how to | | | | but it needs focussed daily management. |
| make banner ads, and how to use the Google | | | | Alternatives include using an agency specialised in |
| tools and reports to optimise campaigns. | | | | Google Advertising and working specifically with |
| In terms of the agency versus direct question, | | | | smaller businesses. |