As the saying goes “The only constant in life is change.” And of course, the Internet is no exception.

As new user-experience technologies are developed and discovered, they bring additional challenges for brands to come up with new, creative ways to gain exposure online. That challenge can be even more daunting when even the most simple of discovery tools – the organic search – might eventually become obsolete.

In August, published an article explaining how emerging search technologies, such as Google’s Knowledge Graph, Google’s instant functionality tools (such as travel bookings, calculators and translation functions) and the use of virtual assistant searches could potentially become devistating to organic search. The author even went on to question whether organic click-through traffic would still exist by the year 2020.

So what are brands to do in this situation? Even with the best SEO practices incorporated in your website, content and social media, these technological threats could impose serious consequences to a website’s searchability.

Enter Google AdWords.

Ostersund, Sweden - May 23, 2016: Google Adwords website under a magnifying glass. Google AdWords is an online advertising service.

Google AdWords is a pay-per-click advertising platform that attracts customers with the products or services that they’re searching for. A variety of campaign options can be easily integrated in a company’s overall digital advertising strategy.

So what makes Google AdWords such a versatile option for brands who want to get around this developing challenge?  Paperkite Creative’s new digital marketing manager, Tom Craig, explains.

“Google AdWords can provide a tremendous advantage for businesses that are looking to increase their web traffic,” Craig says. “The service is designed to not just cast a wide net by utilizing the influence Google wields online, but also to provide you with precise targeting through the use of keywords and consumer analysis.”


As opposed to traditional advertising, which merely blankets a certain geographic area, Google AdWords is highly-targeted so your ads are sure to reach the right audience. If you’re looking to reach dog-owners, between the ages of 25-40, who have an income of $50-$100k, who reside within a 20 mile radius of Cooperstown and are searching for “organic dog shampoos,” then this is an excellent option for you.

Real-time analytics

By using Google AdWords, you’re able to easily track your ad’s performance. By obtaining this valuable analytic information, you can easily figure out which ads are the most effective and which ads might need to be adjusted. Ads can also be easily edited or added to campaigns at any time.

“It’s a symbiotic relationship between Google and businesses, with Google opting to provide the best service possible in order to get data that can help it improve its services,” Craig continues. “The more data Google gets, the more companies will want to use it, contributing more information for them to improve upon and fueling the positive feedback loop.”

“The service (AdWords) is designed to not just cast a wide net by utilizing the influence Google wields online, but also to provide you with precise targeting through the use of keywords and consumer analysis.”

– Tom Craig, Digital Marketing Manager 


Google AdWords charges advertisers on a cost-per-click basis, so companies only get charged when someone clicks on your ad. Keywords that are included in your campaign can cost anywhere from a few dollars to a few pennies, each time they’re clicked. Advertisers also have the option of setting an overall budget, with start and end dates, or an ongoing daily budget.

So as online search technologies advance, not all hope is lost for companies wanting to be found online. Google AdWords is still a very effective platform that can help combat these emerging challenges well into the future.


tom2016_webIf you’re looking to increase your reach with Google AdWords but don’t know where to start, Paperkite Creative can help with our digital marketing packages that include strategy, research and ongoing management. Tom Craig, and our team of experts, will help you explore all of your options!