A Google AdWords program has several advantages. As a small business owner, you are able to target certain keywords and locations and exclude other less valuable words and locations.
Running an AdWords campaign will give you additional exposure on a search results page. You can pick your geographic reach and set how much you are willing to pay for a click to your website. Bids are adjustable based on location, time of day, demographic, device type, and keyword. The possibilities are endless. You can refine your bidding as much as you want.
Say you’re a plumber. You fix a lot of residential bathroom sinks, but you quickly find that commercial jobs are more profitable and more regular. Using Adwords, you could choose to bid more for the keyword “commercial plumber” and less for “residential plumber.” You can even write a special ad to attract more commercial jobs.
Google provides real-time reporting which allows you to see what keyword phrases people click, your average position on a search results page, as well as how much you are paying per click. You can also use these reports to calculate your real ROI.
This info also allows you to make adjustments to your campaign as you see fit, or if you prefer, you can let Google make automatic adjustments for you based on its proprietary strategy templates.