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Why Adwords Works (nutshell edition)

Why is Adwords such an effective advertising medium?

The 4 Unique Selling Points of Adwords are frequently cited:

1. Reach
2. Targeted
3. Accountable
4. Cost-effective

And rightly so because they are strong benefits of Adwords. But if we look beyond than the obvious benefits of Adwords, and into 'buyer behaviour' we can see the deeper value of Google Adwords.

The following Chart is often described as the most important chart in Marketing.

The Buyer Decision Process (Nicosia, F. 1966). buyer decision

As you can see the chart is self-explanatory. The majority of Advertising to day is 'Branding'. This is an attempt to either create a need in a consumer, or lodge a product's message in the consumer's mind (brand it to their brain!), so if the need should arise at a future time, the consumer will hopefully remember your product. It takes place before the Need Recognition stage.

What Google Adwords does is it allows the advertiser to interact with the customer after the need has arisen, and when the customer is Searching for Information*, Evaluating Alternatives** and immediately before making a Purchase***.

To put it simply, rather than advertising to commuters jammed into the Dart/Luas/etc, through free newspapers and/or poster advertising, Adwords allows you advertise your product to people sitting comfortably at their laptop with their credit card beside their keyboard, actually searching for your product ready to make a purchase. Google Adwords allows you put your product in front of people actively seeking to buy it!

With 77% of Irish internet users 'Googling' daily (Amarach Life Online Survey 08) there has never been a better time to tap into the potential of Google Adwords.

View our suite of Google Adwords services here

Or to discuss how Google Adwords can grow your sales: