A large percentage of websites that you visit will have Google Analytics code embedded within them which affords Google the ability to track and record certain information about your browsing activities. This information is then used by Google to supply targeted advertising to its customers in the form of AdWords. The AdWords interface allows a customer to access this statistical information and place their advert in front of customers, categorised as being likely to purchase their product or service - as opposed to an indiscriminate ‘view and hope’ campaign. The facility accommodates budgets and allows you to set spending limits. AdWords will also allow you to target Geographical areas, it provides the ability to display adverts at certain times of the day and has many other useful features that enable a customer to get value for money from their advertising budget.

"If Adwords is this good, why isn’t everyone using it?", we hear you say - well, like everything, there are ‘downsides’ to its use. For one thing, the AdWords interface takes a bit of getting used to – it has so many features and utilities that at first glance it can appear to be complicated and off-putting with unfamiliar and often bespoke terminology. Secondly, and more importantly, AdWords, like all other advertising mediums … comes with a risk. If you don’t get value for money (a good return on investment), then the costs involved could easily spiral out of control and be very damaging to a small company.

There are many companies who specialise in using AdWords and AdSense for a living and although their services will also need to be paid for – many businesses opt for using someone who knows what they are doing. Saxon Websites concurs on this point … we advise that it is better to be safe than sorry, and remember that paying for advertising isn’t suitable for everyone. We will take a look at your product range or services and with the knowledge that we’ve gained through years of experience, advise you if we believe you are likely to get a good return on investment (ROI) … or not. In addition to providing targeted advertising, a well thought-out AdWords campaign can benefit a company in regard to SEO … providing valuable back-links which can enhance a websites ranking. Please be aware that the back-links will disappear soon after you stop advertising, so this benefit should be regarded as temporary help only and a ‘perk’ for using the manufacturers products.