Google Adwords


There are more than 40,000 search queries on Google every second. No other advertising method has the potential to get your business before that many pairs of eyes.



Google Adwords is sort of the godfather of online marketing channels. It’s been around a long time. It’s competitive. It’s expensive. And if you know what you’re doing, it can work very, very well for you.


Despite being a paid channel, Adwords’ goal is still to deliver relevant search results to users, and as a result, it will be less expensive for you when you are utilising proper on-page SEO.


Google assigns a quality score to your ad, which is dependent on CTR (Click Through Rate), relevance and the landing page your ad sends traffic to. This quality score factors into the bid rate you will need to get an ad displayed, with higher scores lowering the bid cost.

Unlike many of the channels we will discuss today, Adwords is a remarkably symbiotic channel that can be paired with many other strategies to maximise output.

As a paid marketing channel, it also allows you to obtain immediate results and can scale as far as your budget allows.

Additional Reading

The Complete Google AdWords Tutorial by Jerry Banfield

The Iceberg Effect: How Your AdWords Strategy Is Slowly Drowning by Johnathan Dane

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