Online advertising dollars are precious and it’s sometimes difficult to make decisions on where they should go. Google is the #1 way internet users find what they’re looking for, including your business. Google AdWords is an excellent tool for ensuring your listing is at the top. But what if you’re already at the top? Are they necessary?
Understanding search engine user behavior
We all know Google is the most popular search engine on the planet. When folks want to find something, they “google” it. It’s used so widely that it’s become a verb. So it makes sense that you want a presence in the first few results for your keyword because nobody (seriously, almost NOBODY) goes beyond the first page. Even more, only a few people look beyond the first few results on the first page. If you want people to find you, you need to be as close to the top as possible.
What if you rank first?
Let’s say you own your keyword, meaning there are no others running ads for it. When someone searches for that keyword, you appear first on the list. Does it make sense to use AdWords? The answer is yes if you want to remain at the top of the list. The minute a competitor realizes your top spot, they can easily swoop in, purchase the keyword and rank above you.
Suppose you rank first after paid ads for your keyword and two competitors’ listings appear above yours, noted as ads. Given when we know about how few folks venture below the first several search results, you’re at a major disadvantage in third spot. Over 25% of clicks go to ads. You’ve lost roughly 1/3 of clicks even though you rank first organically.
Why Google AdWords are worth it
Running an ad for your keywords gives you an extra ranking boost even if you rank first organically. It leaves nothing to chance, which is important when we remember how quickly your likelihood for a click diminishes the farther down the list you appear.