I was reading WordStream the other day and came across this article about Why Use Adwords? Here Are 10 Reason which was published back in 2012 (updated 21/2/17), it is still very relevant in today's world.
So you don't have to read the whole thing (unless you want to ;-) I've summarised it below:
If you’ve never used Google AdWords before, and you’re wondering whether or not it’s worthwhile, this post is for you. Here are 10 reasons to use AdWords.
1. AdWords Is Scalable
One of the trickiest challenges for any marketer is finding lead sources that scale – meaning, it doesn’t require five times the effort to get five times the leads. Google AdWords is highly scalable, which is why some business spend millions of dollars a year on AdWords advertising. If you create an AdWords campaign that is converting at a profitable rate, there is no reason to arbitrarily cap spend on that campaign. You can increase your PPC budget and your leads and profits will increase accordingly. This makes AdWords highly effective for businesses that need a lot of leads but are short on time and heads.
2. AdWords Is Measurable
Compared to traditional marketing channels like TV and magazine advertising, online marketing is highly measureable, and AdWords PPC is one of the most measurable of online channels.
3. AdWords Is Flexible
AdWords provides tons of options so you can customize your campaigns and ads to your particular needs, hyper-targeting the audiences you most want to reach.
4. AdWords Is Faster than SEO
For new businesses and websites, it can take months to see results from SEO. AdWords is a great workaround for new businesses because you don’t have to wait around so long to see results. While working on your site’s SEO, you can put resources into an AdWords campaign and start getting impressions and clicks immediately.
5. AdWords Is (Usually) Easier than SEO
Once PPC campaigns are built and in place, we find they require much less effort to maintain than our SEO efforts. Not only is our enormous beast of a website very difficult to keep up to date (which plagues me), but in order to increase organic traffic, it takes a team of 3-5 constantly churning out SEO content, working on optimization and building links.
6. AdWords Is Taking Over the SERPs
AdWords is Google’s baby (it should be – it accounts for about 97% of their revenues), and over time the SERP has changed so that more and more above-the-fold real estate is given to ads rather than organic results.
7. AdWords Formats Can Be More Engaging than Organic Results
Google has rolled out lots of new ad formats in the past couple of years, such as product listing ads and in-video ads on YouTube. Google is motivated to do this because shinier, more engaging ads get more clicks and that means more revenue for Google. But higher clicks are good for the advertiser too, so take advantage of these new ad formats and extensions. Organic listings look pretty boring in comparison.
8. AdWords Traffic Might Convert Better than Organic Traffic
Hey, organic traffic is great, we don’t knock it! But there’s some evidence that paid search traffic converts better than organic traffic – with conversion rates up to two times higher. (Conversion rates vary by industry, and as always, this may not be true for your particular business, but you won’t know until you try.) This is probably due to the fact that paid search traffic is more targeted and qualified (due to those targeting options we talked about above), and that queries that result in ad clicks are much more likely to be commercial in nature, rather than informational.
9. AdWords Complements Your Other Marketing Channels
AdWords is complementary to your other marketing efforts. Remarketing is an especially powerful way to use AdWords to target people who have shown an interest in your business. With AdWords remarketing, you can track past visitors to your website with a cookie (these people may have found you through social media, your blog, a click on a product page from a forwarded email, etc.). Your display ads will then “follow” them around the Internet, so your brand stays top of mind. For example, the Land’s End and Priceline ads below are both retargeted – I visited those websites in the past 30 days.
10. Your Competitors Are Using AdWords
Finally, there’s peer pressure: The old “Everyone else is doing it, so why not you?” argument. Your competitors are likely there in the sponsored results at the top of the SERP. Can you afford not to be?