4 Questions To Ask While Choosing A Web Host For Your Adwords Campaigns

It is hard to believe but nearly half the businesses in America still do not own a website. While a lot of these businesses still rely on the traditional word of mouth references to get new clients, it is a rough road to tread, at least for the new entrants to the market. For these business owners, running a website can come with its own set of challenges - firstly, it brings with it a recurring bill for hosting the website and marketing it with SEO. Google has made it extremely tough for new websites to rank on top for search engines and this means there is very little incentive for business owners to invest in months of SEO work.

However, as more and more customers go online to seek local business services, Google is too lucrative an opportunity to let go of. With Adwords, business owners can expect an almost immediate growth in leads and clientele. So how do businesses tackle this challenge - do they invest in website development, hosting hoping to find new clients, or does it make any sense to let go off the online opportunity altogether? Here are four questions to ask yourself before taking a decision.

What Is The Opportunity Cost Of Not Having A Website?

Running a successful website demands financial resources to develop, host, run and market. For a bootstrapping small business, it may seem like a reasonable channel to save costs. However, as any successful entrepreneur will tell you, it is extremely important to understand the pulse of the audience and have one foot in the present and another foot in the future. As customers migrate from directory listings to the internet and towards mobile, businesses too must cater to these changes in order to survive. The opportunity cost of not having a website may be huge, especially if you are a local small business.

What Is Your Estimated Traffic?

If the objective of owning a website is to solely run Adwords campaigns, then it is important to make sure that your site is available to customers when they come seeking for it. A campaign with only a dozen visitors expected to hit your site each day would work on a cheap web host while one where you expect to see hundreds of visitors should need a lot more reliable web host. Use the Adwords Keyword Planner and your own budget to figure a traffic estimate for your campaign.

What Is Your Operational Budget?

If you are a small business who is only looking to own a website for Adwords purposes, then it makes little sense to invest in a custom design. It is a good idea to instead use a free website creator to host and launch your website. This helps you pick a ready-made template and get your website running in minutes. While such tools work great for a much more holistic marketing strategy as well, it is a good idea to get inputs from a marketing consultant before investing in a bigger strategy.

What Are Your Hosting KPIs?
Before you embark on any advertising strategy, it is important to identify the right KPIs to measure and track. From a web hosting perspective, it is important to know that a significant chunk of Adwords visitors do not convert because of slow website loading times and downtimes. Make sure to track these metrics as part of your KPIs when evaluating your Adwords performance.