Google AdWords
Google’s AdWords helps businesses choose how they want to reach their customers. With this tool, businesses can choose which customers to reach (local or global), what AdWords you want to use, see how your ads are doing and adjust your budget at anytime. The unique feature is only paying when the user actually clicks and visits your website or calls your business.
In the article, “Google AdWords can now double marketers’ average daily budgets, here’s what you need to know”, the author describes Google’s change to authorize itself to spend up to twice the average daily budget, called “over delivery”. The author argues the spend should balance out in a 30 day cycle and if it doesn’t, Google will issue a credit. For campaign budgets, it allows the budget to fluctuate with demand rather than having a set budget. Over delivery captures demand through impressions, clicks and spend; to protect going out of budget, businesses must use smart bidding to ensure Google keeps within the target. If you use manual bidding, your Google AdWords account will be at overspending risk without generation conversions needed.
Due to Google making over 90% of their revenue from advertisements and the most expensive click being $54, Google has leverage on this line of business. As discussed in class, pay per click and organic search results is what makes Google successful. By giving Google AdWords more flexibility in your budget, their algorithm for proving your business more traffic is likely to be effective. Well optimized sites are bound to have success using Google AdWords.
http://www.thedrum.com/opinion/2017/10/19/google-adwords-can-now-double-marketers-average-daily-budgets-heres-what-you-need