For most of us, Google is more than just a search engine. In fact, Google plays a major role in our lives. With their plethora of free consumer products, it’s hard to imagine where we would be without them.

Google free products include:

  • Google Search
  • Google Maps
  • Google Mail
  • Google Chrome
  • Google Plus
  • Google Phones ‘Android’
  • Google Docs
  • Google Drive
  • Google Cars (coming soon)

As the old saying goes, “there’s no such thing as a free lunch”. So where is Google finding the money to fund these products? You guessed it…  Google Adwords.

Google’s Cash Cow

Google Adwords is Google’s main cash cow. Their advertising platform is designed to help all businesses, no matter the size to advertise online. I have lost count how many times I have heard people say Adwords or PPC (Pay Per Click) advertising doesn’t work as they have spent endless amounts of money struggling to receive ROI and fail miserably.

Google Adwords is a free, powerful tool open to anyone with a Google account making it tempting for new users to create an account and start advertising within minutes. Without fully understanding how to use Google Adwords, you can easily waste your advertising budget on driving irrelevant traffic to your site.

There are a few businesses that find losing money hard. Take gambling as an example. It’s possible for you to win some money now and then, but in the long run the casino will always get their money back.  Hence the saying “the house always wins”.

Another is Google Adwords. If your advertising campaign is successful, Google wins. If not, Google still wins. Revenue generated via Adwords contributes to Google’s free products fund. So make sure your advertising spend works for you, not just for Google!
If you’re new to Google Adwords it wouldn’t take you long to get up to speed and understand the platform in detail. There are endless amounts of free resources from Google to help you every step of the way. However, most of this information is about how to use the interface and not about the science behind it.

The Practical, The Science and The Art = (PPC)

There have been many debates on whether PPC advertising is an art or a science. My answer is it’s both.  In order to run successful PPC campaigns you need to be familiar with the following:

  1. Practical: Learning and understanding the Adwords interface.
  2. Science: Analyse performance data to make marketing decisions and optimise the account to improve quality score to help reduce advertising costs.
  3. Art: How to apply the practical and the science together to achieve marketing objectives – (marketing ability).

Have you ever heard the phrase “a good tradesman never blames his tools”? Well, I apply this mantra to PPC advertising. Understanding the Practical and Scientific elements of PPC (Adwords, your tool) will allow you to create successful marketing campaigns. However, this is usually achieved when the marketer understands the art (digital marketing).

This doesn’t mean PPC advertising is the answer to all your online marketing needs. PPC is only one marketing channel and in some circumstances this may not be the right channel for you. Being fully aware of all aspects of digital marketing (the art) will help you ascertain the appropriate channel to use.

The Art Also Complements The Science

Before you carry out any online making activity, you need to understand your main objectives. Is it to produce sales, leads or create awareness? If you’re a new business competing in a competitive market and your advertising objective is to generate sales, you may experience over inflated CPAs (Cost Per Acquisition). Consumers can be hesitant purchasing from a brand they haven’t seen before. In this case you would need to make a marketing decision (this is where the art comes in). Do you increase your advertising budget to cater for the inflated CPA period?  Or change the main marketing objective to educate your visitors about your brand? Whichever method you decide to use you should factor the possible results into your PPC strategy to eliminate surprises.

For more information about the art and science behind PPC come along to my free seminar on 14th October at London Bridge where I will share my knowledge and answer questions about PPC advertising.

Visit: for more info.