AdWords has several benefits. It allows you to get instant traffic, for starters. No more waiting months for your SEO efforts to pan out. It’s also traffic you can direct to any web page you want, and traffic that can be turned on or off at a moment’s notice.
There are a few glitches, though. It’s expensive, and getting more so. And any mistakes you make are on you – there are no refunds. AdWords also has a reputation for a steep learning curve, too, which is not a great match with that “no refunds” clause.
All those shortcomings add up. They may be part of why so few small businesses advertise online. In our WASP 2016 “State of Small Business Report,” we discovered only 35% of small businesses are doing any online advertising.