Unlike traditional advertising like TV or print, AdWords is easily measurable. With plenty of different metrics to evaluate your campaigns, you can quickly gauge what needs improving and make those changes fast.
In addition, AdWords allows you great flexibility in customizing your ads on the fly with ad extensions, different keyword match types and more importantly, the ability to narrow your target audience.
You're a new business owner and you're approached by a salesman pitching you the idea of getting a print ad in their magazine. You agree to their price, something in the range of $2500. A few weeks later, you're happy to see your business advertised in that magazine, but you also notice a few things are wrong:
- You're not getting any more leads than usual
- You have no indicator of people's reaction or engagement with your ad
- You even noticed an error with your offer on the page!
With AdWords, all of these issues can have been addressed on the fly, without your whole budget being thrown out the window at once. A major advantage.