Is it worth going for Adwords when I top the SERPS?

or do I have to bite the apple to taste it?

[Macro]

The key phrases aren't that popular terms ...but for all the 20 odd main search phrases I show up #1 out of 100K-200K results(and sometimes other pages on my site come up as #2, #3 and #4 as well)

OK, I could benefit from the Adsense ads on publishers sites but I was thinking of opting out of that for various reasons.

The question is - is it worth spending a few hundred pounds on Adwords (without Adsense) when I already come up at the top of the SERPS? (Am I likely to see a benefit from users blind to free listing who click on ads as being "serious" links?)

[skibum]

It's definitely worth trying. The top editorial listings provides an "unbiased endorsement" of sorts. When there is an ad there as well, it shows you're serious about doing business in whatever area that keyword represents.

[Macro]

Thanks skibum. I did also think there was a branding advantage. While the SERPs show our site as companyname.com/products/red-widgets/widgetmodel01.htm we could use Adwords for branding and the URL there would show www.brand.com.

Does anyone use Adwords for branding (ensuring they maintain some minimum CTR of course)? It seems a good way to get your name seen often without paying too much.

[MarshallClark]

Hi Macro,

Some of my larger clients like the branding benefit they get from Adwords, but it's often a more of a side-benefit instead of a primary goal. The 1.0% minimum CTR usually sets the bar too high to go for branding alone.

[Tropical Island]

We are not a large company - very small in fact - however we have a strong AdWords campaign even in those terms where we are in the top 3.

There are two reasons for this. One is as macro stated to get those who click on the ads as being more serious. The other is as back-up in the event of another Google disaster with the free serps.

All you have to do is go back in the archive a few months when all the detrius hit the fan and see the number of webmasters bemoaning the fact that they had suddenly disappeared from the free listings.

If you are in busines then you should have a budget for advertising and promotion. Adwords is our only effective means of reaching our audience on a worldwide basis.

[Robino]

Don't forget about their partners. It's a good way to ensure you'll appear in other important areas as well.

[hobbnet]

I think the answer is pretty obvious...

If there is a potential for positive ROI from advertising on Adwords then it is worth doing.

[buckworks]

You said you rank well for 20 searches. That's a great start, but think bigger that that. With effective keyword research Adwords may be able to give you exposure in searches where you don't have any presence now.

[johnnydequino]

In my opinion, It is best to also do adwords even if you are in the free serps. Try to 'corner' the keyword by becoming #1 in the free search, #1 on adwords. If you can do this, it should and will perform will for you.

jd

[Macro]

Thanks for all your comments guys.

The branding seems to be a minor bonus. Having a backup in case of losing SERPS is of course a wise and sensible route.

TropicalIsland, it's not imperative to pay for advertising. I am involved in a business that spent around $50K a year on ads for many years but after ceasing all ads about two years ago continues to grow at double digit rates using a variety of other promotion tools effectively, including press releases, product reviews in the press, SERPS etc. But yes, most businesses have an advertising budget and are always looking to stretch the advertising dollar/pound as far as it can go.

hobbnet, in this business measuring the ROI is very hard so I was trying to ascertain whether others in the same position did have a good ROI.

Using Adwords we could get a few related keywords that we haven't already optimised for. And I may look at allowing Adsense as well after a bit. For now let's get "serious" and go "corner" those keywords :-)