As we all know, one of the challenges of running a business is determining the best way to tell people about your products and services.
You may have the most professionally designed website. And it can provide excellent sales and/or purchase conversions. However, if you can't get people to visit your website, you're not making any money.
This is where Google Ads comes into the equation.
Google Ads is a powerful digital advertising tool that can put your brand in front of the right people. Also, using Google Ads can drive more traffic to your site and increase your conversions.
An introduction to Google Ads
Google Ads is a paid advertising service provided by Google. According to 2020 data, close to 90% of all online searches are done on Google. And if you're just looking at mobile device data, Google has a higher market share than the 90%!
In other words, most people use Google to find what they're looking for. And this is the value of Google for your business: there are many people who can search for what your business has to offer.
Wouldn't it be great to take advantage of this and be at the top of the search results? Well, you can use Google Ads.
Google Ads allows you to prominently place search ads in search results based on the words (i.e. keywords) that people have typed into the search field.
These ads appeared at the top of the page, giving these advertisers prominence over the “organic” search results below. And depending on your keywords and how relevant your ad is (see “Getting Started” below), people are more likely to click on your ad because you're offering them something they've been looking for.
Paid advertising returns €2 for every €1 spent, a 200% ROI rate.
Google Ads also offers display ads that are a good complement to search ads. Display ads are image-based ads that appear on websites, like the example below. We do our best to place display ads on quality pages and not post ads on spammy sites; this is another reason to have a professional maintain your campaign. There is nothing worse than browsing an article full of ads and pop-ups; typically, these ads are served in click stories.
Display ads are especially great for retargeting. For example, someone clicks on your search ad and goes to your website. You can then put a display ad in front of them when they visit another website after leaving your website. This means more impressions for your business, keeping you top of mind when they're ready to make a purchase.
Using Google Ads for display ads is a powerful way to leverage retargeting strategies in your campaigns.
Other types of ads
Google also offers video ads on YouTube and shopping ads that show your product in a similar product line, allowing users to make a purchase directly from your ad.
If your target audience uses Google to search for products and services similar to what your company offers, using Google Ads can be a powerful tool. Let's look at three main reasons why you might want to invest in this advertising strategy, beyond what we've already discussed.
1. Budget control
When you use Google Ads, you have full control over your budget. Basically, you give Google a daily (or monthly) budget, and once you reach your budget, Google won't spend any more of your money. Most importantly, you can change your budget, pause your campaign, and make other changes to your ads to ensure you're always getting a good ROAS.
2. High conversion rate
Because you're advertising to people who are actively searching for what your business has to offer, you're reaching people who are ready to make a purchase or about to make a purchase.
As a result, Google Ads has the highest average conversion rate among all online advertising platforms.
3. Follow up on success
Google Ads also makes it easy for you to track the results of your campaigns. By nature, all online advertising includes a large number of metrics you can use to track success. Google Ads is no different, but perhaps better, as it integrates seamlessly with Google Analytics, among other built-in features that give you real-time access to your clicks, conversions, impressions, and many other data points. Using Google Analytics may require a trained eye to decipher all the information received, it has a lot of information that is essential to run a successful campaign.
We build custom Google Analytics dashboards for our clients so they can see the most important metrics at a glance instead of wading through the weeds to get the information they need. This is another reason why hiring a digital advertising agency like ours is a better option than doing it yourself.
Either way, you always have the information to make the necessary changes and important decisions regarding your campaigns.
To start using Google Ads, all you need is a Google account. Once you have a Google Account, you can start using Google Ads. We do not recommend choosing the automated option offered by Google because there are many considerations we need to take into account when defining our business and advertising campaign. Also, you should audit your campaign every week to see what's working and what's not.
If you haven't worked with Google Ads
While it's not impossible to learn Google Ads, Google Ads can be a bit daunting if you don't know what you're doing. You can also end up investing a lot of time and budget into a campaign that isn't as successful as it could be.
From finding the right keywords and keyword match types to using the right bid adjustments and relevant ad copy in order to achieve a high ad rank, it's important to know the "pros and results". It's just as important to know the right negative keywords to program in so your ads aren't being served to the wrong group of people. For example, if you're a plumbing company, you might not want your ads to show to someone searching for DIY plumbing. You want people who are ready to call because they need a product or service that you offer. You don't want to waste money on useless clicks.
So if you're not familiar with using Google Ads, we recommend working with an agency (like us!) that can dedicate the time and resources to get the most conversions for your budget. All our digital advertising specialists are top notch and have the experience to get the best ROI from your campaign.
And if you'd like to try it out for yourself, here's our “Basics for a Great Google Ads Campaign.” As you will see, there are many steps involved in creating a successful Google ad campaign. We're always here to help if you find the process too daunting.
Google Ads can be a powerful tool for business owners. This advertising platform can help you get your product and services in front of people who are actively looking for what you have to offer. And of course it helps that Google has about 90% of all online search traffic!
In this post, we've looked at three main reasons why you should consider using Google Ads for your business:
Budget control: You can set your own budget and control it easily.
High conversion rate: Using Google Ads has the highest average conversion rate among online advertising platforms.
Success Tracking: Get real-time metrics whenever you want, so you can track the success of your campaigns and make the necessary changes.