9 Pros and Cons of using Google AdWords

9 Pros and Cons of using Google AdWords

Google AdWords is a formidable, highly-targeted advertising solution proffered by the search giant, Google. It empowers businesses to reach out to prospective customers through focused advertising efforts, thereby driving traffic to their website and enhancing conversions. In this treatise, we will delve into the intricacies of Google AdWords – what it is, how it functions, the advantages and disadvantages of utilizing it and give you 9 pros and cons of using Google AdWords.

9 pros and cons of using Google AdWords

Google AdWords – A Comprehensive Overview:

Google AdWords is a pay-per-click advertising platform that facilitates businesses to craft and showcase advertisements in Google’s search results and on its network of associate websites. Advertisers formulate ads which consist of a headline, description, and display URL and then bid on the keywords that they wish their ads to appear for. When someone searches for those keywords, Google displays the most relevant ads to the searcher, with the highest bidding advertiser appearing at the top of the search results page.

How is Google AdWords employed?

Google AdWords is an incredibly targeted advertising platform that can be leveraged in a multitude of ways to drive traffic to a website and boost conversions. Here are a few of the most prevalent methods of using AdWords:

Search Ads

These are the most ubiquitous type of AdWords advertisements and appear at the top and bottom of the Google search results page. They are generally triggered by specific keywords and the advertiser bids on those keywords to determine the ad’s position in the search results.

Display Ads

These are graphical ads that are displayed on Google’s network of associate websites. They are often more visually appealing than search ads and are employed to promote brand awareness and website traffic.

Remarketing Ads

These are advertisements that are shown to users who have previously visited the website. They serve to remind users of the brand and encourage them to revisit the website.

Video Ads

These are video advertisements that appear on YouTube and other video platforms. They can be used to drive traffic to the website or to promote a specific product or service.

Pros of Using Google AdWords:

There are several benefits of using Google AdWords, including:

Targeted Advertising

AdWords targeted advertising embodies the capacity for advertisers to reach a precisely defined audience demographic, leveraged through various parameters like keywords, geographic location, device utilization and language preference. This facet of advertising enables advertisers to disseminate their message to their intended audience, in a timely and relevant manner, across appropriate channels, thus enhancing the potential for successful outcomes. Utilizing targeted advertising can result in elevated brand recognition, augmented click-through rates, optimized conversion rates and a more profitable return on investment. By implementing AdWords targeted advertising, advertisers can optimize their advertising budget to attain their marketing objectives with maximal proficiency.


The cost-effectiveness of Google AdWords is attributed to the platform’s nuanced and adaptable approach to advertising expenditure. Advertisers are granted control over their advertising costs through a range of bidding strategies, including cost-per-click (CPC), cost-per-impression (CPM), and cost-per-acquisition (CPA), thereby enabling the selection of a pricing model that aligns with their specific goals and budget. The platform further enhances cost-effectiveness through the availability of intricate reporting and analytics tools that furnish advertisers with vital performance insights, enabling them to make informed decisions that optimize their advertising spend. The various targeting options, including keyword targeting, location targeting, device targeting, and language targeting, aid advertisers in reaching their desired audience with pinpoint accuracy, maximizing the efficiency of their advertising spend. Furthermore, the pay-per-click model of AdWords reduces the risk of wasted advertising spend by only requiring advertisers to pay when a user clicks on their ad, contrasting traditional advertising methods where payment is often required regardless of ad visibility.

Measurable Results

The results garnered from utilizing Google AdWords are highly quantifiable due to the presence of a robust and comprehensive reporting and analytics apparatus. Advertisers are granted the capacity to scrutinize the performance of their campaigns, with metrics like clicks, impressions, cost, and conversion rate being readily accessible. This grants advertisers the ability to make informed choices, founded upon data, to optimize their campaigns and escalate their return on investment. Conversion tracking can be set up through AdWords, thus enabling advertisers to assess the impact their campaigns have on crucial business outcomes like sales, leads, or website traffic. This information presents advertisers with a vivid depiction of the performance of their advertising efforts, allowing them to make knowledgeable decisions and continually enhance their campaigns as time progresses. The capacity to measure results with precision constitutes a defining advantage of utilizing Google AdWords, making it a potent advertising platform for businesses of any size.

Increased Visibility

Google AdWords amplifies advertisers’ visibility through its expansive network, comprising of Google Search and its associate websites, amplifying the reach of their ads to a broad audience. Utilizing targeting techniques, such as keyword targeting, location targeting, device targeting, and language targeting, advertisers can precisely hone in on their desired audience. With a pay-per-click model, advertisers only incur a cost when a user clicks on their ad, thereby elevating the chances of their ad being perceived by the right individuals. The platform affords a wealth of ad formats, including text ads, display ads, video ads, and shopping ads, permitting advertisers to align their marketing message with the preferences of their audience. AdWords offers innovative bidding strategies, including cost-per-click (CPC), cost-per-impression (CPM), and cost-per-acquisition (CPA), granting advertisers the flexibility to choose the pricing model that best suits their goals. By leveraging Google AdWords, advertisers can escalate their visibility, reach their intended audience, and attain increased brand recognition, boosted click-through rates, elevated conversion rates, and a higher return on investment.


The versatility and adaptability of Google AdWords is a boon to advertisers, offering an unprecedented level of customization and optimization to align with their unique marketing objectives. Targeting options, such as keyword targeting, location targeting, device targeting, and language targeting, offer a degree of precision in reaching the desired audience.

The diversity of ad formats, such as text ads, display ads, video ads, and shopping ads, empowers advertisers to convey their marketing message and cater to their audience’s preferences. Advanced bidding strategies, including cost-per-click (CPC), cost-per-impression (CPM), and cost-per-acquisition (CPA), grant advertisers the ability to select the pricing model that best aligns with their goals.

Moreover, the rich analytics and reporting tools of AdWords enable advertisers to closely monitor the performance of their campaigns, making informed decisions through data-driven insights. Conversion tracking is yet another feature that provides an accurate measurement of the impact of advertising campaigns on key business outcomes such as sales, leads, or website traffic.

Cons of Using Google AdWords

Despite its many benefits, there are also several drawbacks of using AdWords, including:


The competition within the realm of Google AdWords can pose adverse effects to advertisers. The heightened competition in certain industries or markets can drive up the costs of advertising, presenting a formidable challenge, particularly to small businesses or those with limited budgets. The abundance of advertisements vying for the attention of the same target audience can make it difficult for an individual advertiser to distinguish themselves, potentially leading to lower click-through rates and a diminished impact of their advertising campaign. The overcrowded landscape can also result in a constant need for optimization and adjustment of campaigns, demanding greater amounts of time and resources in order to sustain a prominent advertising presence. Thus, it becomes imperative for advertisers to be mindful of the level of competition in their respective industries and to weigh the potential consequences before embarking on a Google AdWords endeavor.


The intricate nature of Google AdWords can prove to be a hindrance for advertisers, as mastery of its various intricacies and capabilities necessitates a well-versed understanding of technical aspects such as bidding tactics, targeting options, advertisement formats, and analytics. For businesses that lack a dedicated marketing team, especially small enterprises, effectively maneuvering the platform and exploiting its features to attain optimal outcomes can prove to be a demanding and time-intensive task. The complexity of Google AdWords may lead to misunderstandings and improper management of campaigns, leading to suboptimal utilization of advertising budgets. Furthermore, the constantly evolving marketplace often necessitates the need for continual optimization and adjustment of campaigns, only adding to the platform’s intricate nature and the workload of advertisers. This complexity can result in some advertisers shying away from using Google AdWords, despite its numerous potential benefits.


The utilization of Google AdWords can be incredibly taxing on the precious resource of time, particularly for those lacking a comprehensive understanding of the platform’s intricacies. The continuous requirement to monitor and modify campaigns in response to market changes, along with the need to understand complex bidding strategies, targeting options, ad formats, and analytics, can lead to a significant allocation of effort and attention. Furthermore, the task of managing an advertising campaign on AdWords can quickly become overwhelming, especially for small businesses or those without a dedicated marketing team, resulting in the need for substantial time and resources to achieve desired outcomes. Thus, it is not uncommon for the time-intensity of utilizing Google AdWords to deter advertisers, despite its potential to deliver substantial benefits.


AdWords can be expensive, particularly for highly-sought-after keywords. This can make it difficult for small businesses to compete and generate a positive return on investment.

Google AdWords is a powerful advertising platform that offers a wide range of benefits for businesses of all sizes. By offering targeted advertising, cost-effective pricing, measurable results, increased visibility and flexibility, AdWords can help businesses to grow and succeed online. However, it is essential to be aware of the potential drawbacks, including competition, complexity, time-consumption, and cost, when deciding whether or not to use AdWords for your business.

Google AdWords Alternatives

If you’re seeking alternatives to Google AdWords, there are several digital advertising platforms that offer a range of options to reach your desired target audience. Here are some to consider:

Microsoft Advertising

Microsoft Advertising, previously hailed as Bing Ads, embodies a digital advertising colossus that bestows upon corporations the ability to forge connections with their coveted demographic through its sprawling network. With ease, advertisers can shape and control their campaigns, seamlessly integrating search, display, and video advertisements into the Microsoft Search Network, inclusive of Bing, Microsoft Outlook, and Microsoft Edge. By harnessing the full potential of progressive targeting methods, such as keyword targeting, location targeting, device targeting, and audience targeting, corporations can fabricate custom campaigns that are tailored to their specific audience, guaranteeing maximum engagement and efficacy. The platform runs on a pay-per-click model and proffers a plethora of bidding strategies, including cost-per-click (CPC), cost-per-impression (CPM), and cost-per-acquisition (CPA), that can be molded to align with each advertiser’s distinct objectives. Through its state-of-the-art analytics and reporting tools, Microsoft Advertising confers upon advertisers the capability to appraise and perfect their campaigns, yielding amplified performance and a heightened return on investment.

Yahoo Gemini

Yahoo Gemini represents an innovative digital advertising solution which empowers enterprises to effortlessly execute and supervise their advertising endeavors across various Yahoo-owned properties, including Yahoo search, Tumblr, and Yahoo Mail, thus presenting a vast array of advertising opportunities including search ads, native ads, and display ads, to assist businesses in reaching their designated target audience with efficacy. This platform boasts several attributes such as audience targeting, device targeting, and geographic targeting, enabling businesses to tailor their campaigns to reach their desired audience with pinpoint accuracy. The platform operates on a CPC (Cost-Per-Click) model, equipped with sophisticated analytics and reporting tools to assist businesses in evaluating the success of their campaigns and make data-driven decisions for maximizing their ROI.

Facebook Advertising

Facebook Advertising constitutes a sophisticated form of digital advertising that provides corporations with the capability to reach their pre-determined audience through the Facebook ecosystem. Advertisers have the flexibility to create captivating ads and precisely target users based on characteristics such as demographics, interests, behaviors, and location. These ads can appear in an assortment of formats, including images, videos, carousels, and story ads, and can be positioned in various locations across Facebook, including the news feed, right column, and Instagram. The platform leverages an auction-based pricing mechanism, where advertisers compete for ad placement and are charged based on the ad’s performance, such as CPC (Cost-Per-Click) or CPM (Cost-Per-Impression). Moreover, Facebook provides comprehensive analytics and reporting tools to assist businesses in evaluating the success of their campaigns and making informed decisions to optimize their advertising strategy for maximum impact.

Amazon Advertising

Amazon Advertising constitutes a cutting-edge form of digital advertising that empowers businesses with the capability to reach their specific audience through the expansive Amazon landscape. Advertisers have the flexibility to craft enticing advertisements and precisely target users based on attributes such as purchasing behaviors, interests, and product searches. These ads can be displayed in an array of formats, including sponsored products, sponsored brands, and sponsored displays, and can be strategically positioned in multiple locations throughout the Amazon environment, including product pages, search results, and the Amazon shopping app. The platform employs a pay-per-click (PPC) pricing mechanism, where advertisers are only charged when a user clicks on their ad, and provides in-depth analytics and reporting tools to assist businesses in evaluating the success of their campaigns and making informed decisions to enhance their return on investment.

LinkedIn Advertising

LinkedIn Advertising represents a revolutionary form of digital advertising that provides businesses with the capability to connect with their desired audience via the highly-regarded LinkedIn ecosystem. Advertisers have the versatility to design and launch impactful advertisements, and precisely target users based on diverse criteria such as job title, company size, industry, and location. These ads can be showcased in an array of formats, including sponsored content, sponsored InMail, and display ads, and can be strategically positioned in multiple locations throughout the LinkedIn network, including the news feed, right column, and LinkedIn groups. The platform utilizes either a cost-per-click (CPC) or cost-per-impression (CPM) pricing mechanism, contingent on the type of ad, and provides extensive analytics and reporting tools to aid businesses in evaluating the effectiveness of their campaigns and making informed decisions to maximize their return on investment.

Twitter Advertising

Twitter Advertising is a digital advertising medium that provides enterprises the capability to place and manage their advertising campaigns throughout the Twitter network, incorporating promoted tweets, promoted accounts, and promoted trends. It offers a diversity of advertising alternatives, including cost-per-engagement (CPE) and cost-per-click (CPC) pricing models, enabling organizations to reach their desired audience with accuracy through audience targeting, behavior targeting, and location targeting. The platform grants cutting-edge analytics and reporting tools to help businesses evaluate the results of their campaigns and make data-informed decisions for maximizing return on investment.

Snapchat Advertising

Snapchat Advertising is a digital arena where businesses can engage with their desired audience via the Snapchat application. Advertisers can create eye-catching advertisements, targeting specific users based on their interests, behaviors, and geographic location. The ads are diverse in nature, featuring filters, lenses, and sponsored geofilters, and can be viewed at various points throughout the Snapchat experience. Operating on a cost-per-impression (CPM) or cost-per-swipe (CPS) pricing system, Snapchat provides in-depth analytics and reporting tools to help businesses assess the performance of their campaigns, thereby allowing them to make data-driven decisions to elevate their return on investment.

Instagram Advertising

The Art of Instagram Advertising is a formidable force that allows corporations to reach their desired demographic through the intricacies of the Instagram realm. Advertisers can construct visually captivating ads and selectively target users based on their inclinations, actions, and geographical presence. These ads can exist in a spectrum of forms, encompassing photo advertisements, video advertisements, carousel advertisements, and story advertisements, and can be positioned in an array of locations throughout the Instagram application, such as the feed, explore page, and Instagram Stories. Instagram operates on an intricate cost-per-impression (CPM) or cost-per-click (CPC) pricing mechanism, depending on the type of advertisement, and offers intricate analytics and reporting tools to assist corporations in measuring the success of their campaigns and make data-driven decisions to optimize their advertising strategy.

Quora Advertising

Quora Advertising, a digital advertising solution, facilitates businesses to connect with their ideal audience through the expansive reaches of the Quora website and mobile application. Advertisers, through the creation of captivating advertisements, can target a select group of users based on their interests, queries, and demographic attributes. The advertisements can come in diverse manifestations, ranging from promoted questions and answers to display ads and sponsored content, and can be strategically placed across multiple zones of the Quora platform. Quora’s advertising system operates on a cost-per-click pricing model and provides in-depth analytics and reporting tools, empowering businesses to gauge the success of their campaigns and make astute decisions that optimize their advertising tactics.

Outbrain Advertising

Outbrain Advertising, a native advertising platform, presents a grand opportunity for businesses to connect with their coveted audience through a vast network of websites and mobile applications in the Outbrain network. By creating visually intriguing advertisements, advertisers can target users whose interests and online behavior align with the business’ objectives. These ads come in an array of formats including sponsored articles, galleries, and slideshows, strategically placed on various pages within the Outbrain network. Operating on a cost-per-click pricing model, Outbrain provides insightful analytics and reporting tools that help businesses evaluate the impact of their campaigns and optimize their advertising strategy by making data-driven decisions.

Taboola Advertising

The Taboola native advertising platform affords businesses the opportunity to access a sprawling and active viewership by leveraging the medium of sponsored content on highly trafficked websites and apps. Boasting a staggering 1.4 billion daily recommendations, Taboola has formed partnerships with premier publishers such as NBC News, USA Today, and Business Insider. To ensure maximum impact and return on investment, Taboola offers sophisticated targeting options, rapid reporting mechanisms, and a suite of optimization tools to gauge and enhance campaign efficacy.


A sophisticated marketing performance solution that empowers businesses of all magnitudes with indispensable tools for augmenting their digital footprint. AdRoll offers a comprehensive suite of retargeting, prospecting, social advertising, and email marketing capabilities, thereby functioning as a one-stop-shop for digital marketing necessities. AdRoll’s innovative algorithms, powered by artificial intelligence, streamline the process of targeting, bidding, and optimization, enabling businesses to effortlessly reach their intended demographic. AdRoll synergizes with an extensive array of advertising platforms, including Google Ads, Facebook Ads, and Twitter Ads, providing businesses with a centralized system to oversee and evaluate consolidated performance across multiple channels.


Navigating the labyrinthine realm of modern digital marketing can prove a daunting task for even the most seasoned of business strategists. The impact of a successful digital marketing campaign on a company’s prosperity is immeasurable, yet choosing the right platforms and tactics can seem overwhelming. However, the path to success is made clear by the masterful guidance of Charles Arluna. His expertise and astute understanding of the digital marketing landscape empower businesses to confidently forge ahead in the digital arena and unleash their full potential for growth and triumph. Don’t hesitate to reach out to Charles Arluna at (785) 874-8640 and discover how you too can elevate your digital marketing endeavors to new heights.

Charles Arluna

Charles Arluna is a highly skilled digital marketer with a passion for helping businesses grow and succeed in the online world. With years of experience in the industry, he has honed his expertise in a wide range of areas, including search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and more. Charles is known for his innovative and strategic approach to digital marketing, always staying ahead of the curve and adapting to the latest trends and technologies. He takes a data-driven approach to all of his work, using analytics and insights to optimize campaigns and drive results. Over the years, Charles has worked with a diverse range of clients across various industries, from small startups to large multinational corporations. His proven track record of success has earned him a reputation as one of the top digital marketers in the industry. Whether you're looking to improve your website's search rankings, increase your social media following, or generate more leads and sales, Charles has the expertise and experience to help you achieve your goals. Contact him today to learn more about how he can help take your digital marketing efforts to the next level.