Google AdWords generates sales.
Google AdWords delivers traffic, not sales. A good advertiser will deliver high quality traffic, meaning the clicks are more likely to convert than others. What is the ultimate buying decision based on? It depends from the landing page and website. You can have the best traffic ever but if the landing page doesn’t convert, there won’t be a sale. So the real deal is that AdWords is the tool that brings you traffic but the website is the one that brings you the sale.
AdWords is more effective than Bing.
We manage $10 million dollars in advertisement budget per month, counting only the campaigns we manage on a daily basis. Most of our clients use both AdWords and Bing and even though both have strengths and weaknesses in different areas, we have never seen a Bing campaign performing worse than an AdWords campaign. It is true that Bing is not used much in Europe compared to other countries like the US but even there the campaigns were never outperformed by AdWords.
If you lose control of your budget, it’s the fault of Google AdWords.
Think Google AdWords eats up your budget in no time? Let’s face it, there are millions of businesses – probably even some of your competitors – who make money with AdWords. Google AdWords is a system that a skilled campaign manager should know how to utilize. Sometimes business owners just don’t have the time to manage it themselves and that’s why the budget isn’t managed as well as it should be. This means, that the real deal is that it is a management issue. There are hundreds of ways to manage AdWords campaigns and it’s probably time to change the campaign management instead of dropping out of advertising on Google entirely.
You can apply the same advertisement strategy for Search and Display Network on Google AdWords.
Display campaigns target determined topics, not individual keywords like a Search Network campaign. There are also placements involved that don’t exist on the Search Network and thus not only the advertisement strategy but also the optimization strategy has to be entirely different.
Advertising on the Display Network on Google AdWords is always cheaper than the Search Network.
The Display Network can cost less than the search network from CPC point of view, however good placements can cost a lot and usually compensates for the lower CPC. Generally speaking, the Display Network has a lower conversion rate (generally, but not always true), so you need more clicks to get the same result as on the Search Network. This means that the real deal is: even though the CPC can be lower, other costs can be higher (e.g. placement, cost/conversion).
Everyone can do AdWords and make a lot of money with it.
It is not as easy at is seems. Everybody can create campaigns but not everybody knows the Google AdWords policies by heart and is able to deliver the best quality traffic within a given budget. There are so many variables (and updates!) to consider that most people just don’t have the time to stay on top of things. Having an expert eye looking at things could help you focus on your business’ core activities, save you time, save you money, and make you money! There is also a big difference between making some money versus being able to create and manage a campaign that helps to make millions.