The Pros and Cons of Google Adwords and Programmatic Advertising 

by | Jan 17, 2023 | Blog, Google Adwords, Paid Advertising, Pay-Per-Click, Programmatic Advertising

The Pros and Cons of Google Adwords and Programmatic Advertising | Mixed Media Ventures

As a business owner or marketer, you have a lot of options when it comes to online advertising. Two popular choices for digital marketing are Google Adwords and programmatic advertising. Both have their own advantages and disadvantages, but which one should you choose? Let’s look at the pros and cons of each in order to help you make the best decision for your business. 

Google Adwords 

What is Google Adwords

Google Adwords is a powerful online marketing tool that helps businesses optimize their visibility online. Whether you’re just starting out or have been in business for years, using Google Adwords can be a great way to increase your reach and engage more customers. Let’s take a closer look at what Google Adwords is, how it works, and how it can help your business. 

How Does Google Adwords Work

Google Adwords allows you to create customized ads designed to target specific audiences based on keyword searches. When someone types in a search query related to your ad, your ad appears in the search results page. Your ad will only appear if someone types in the exact keywords you used when setting up the ad—so make sure you research the best keywords for your product or service! When someone clicks on your ad, they are directed to your website or landing page where they can learn more about your product or service. 

The Benefits of Using Google Adwords 

Using Google Adwords offers several advantages over traditional advertising methods. First, it’s cost-effective. You only pay when someone clicks on your ad so you don’t have to worry about wasting money on ads that don’t get seen. Second, it’s targeted—you choose who sees your ad by selecting the keywords that trigger its appearance in search results. Finally, it’s flexible—you can change or pause your campaign any time you want with just a few clicks of the mouse. 

Advantages of Google AdWords

One of the biggest advantages of using Google Ads is that it is incredibly easy to set up. You can be up and running in just a few minutes and start seeing results almost immediately. Additionally, with Adwords, you have the ability to target very specific audiences based on keyword searches or other criteria such as age or location. This makes it an ideal choice if you are looking to reach a narrow demographic with your advertising campaign. 

On the downside, Adwords can be expensive compared to other forms of digital advertising, especially if you are targeting highly competitive keywords. Also, because there is so much competition for certain keywords, it can be difficult to stand out from the crowd and get your ads seen by potential customers. 

Programmatic Advertising

What is Programmatic Advertising? 

Programmatic advertising involves the automated buying and selling of digital media using software algorithms. Through programmatic advertising platforms such as DoubleClick Bid Manager (DBM), as an example, businesses can purchase ad space in real time across various channels including websites and mobile apps. This process eliminates manual tasks like finding available inventory and manually setting bids for each impression – all of which can save time and money for advertisers who want maximum efficiency when it comes to their campaigns. 

Programmatic advertising has become increasingly popular due to its cost-effectiveness and ability to target very specific audiences with ad campaigns. Unlike traditional online advertising methods where ads are purchased on a CPM (cost per thousand impressions) basis, programmatic ads are bought on an auction basis where advertisers bid against each other for placement in certain websites or mobile apps based on criteria such as audience demographics or search terms used by potential customers. 

Advantages of Using Programmatic Advertising 

The main benefit of programmatic advertising is its ability to reach a large number of potential customers through multiple channels quickly and efficiently. Additionally, it offers more flexibility than other forms of online advertising because advertisers can adjust bids based on factors such as geography, device type or user behavior in real time—allowing them to better optimize their campaigns for maximum ROI. Finally, programmatic advertising also offers greater insights into customer data so businesses can gain better insights into their target audience’s needs and preferences. This means that advertisers only pay for what they need instead of spending money on ads that may not be seen by their target audience. 

The main downside of programmatic advertising is that it can take some time to set up campaigns correctly in order to maximize their effectiveness. Additionally, because programmatic ads are often sold through third-party networks, there is less control over where they appear which could mean that your ads appear on sites that may not be appropriate for your business or target market.  


When deciding between Google Ads vs programmatic advertising, it really depends on what your overall goals are for your online marketing campaigns. Both Google Adwords and programmatic advertising have their own advantages and disadvantages, but it ultimately depends on your specific needs as a business owner or marketer which one would be the best choice for you.

If you need quick results with precise targeting capabilities then Google Ads may be the better option for you; however, if cost-effectiveness is more important than speed then programmatic advertising may be the better choice for the long haul. Or it could be an integrated combination of both providing for speed to market, brand awareness, and effective remarketing/retargeting.  Ultimately it comes down to what works best for your particular business model – so do some research before committing either way!

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