2.3 million searches are performed on Google every second, and most search pages include Google Ads – a tool which you can harness in your marketing strategy to drive traffic to your website and have thousands of eyes on your ad.
As a full-service digital marketing agency, we’re well versed in the world of Google Ads and paid media, helping our clients to achieve new heights through both marketing methods. For more information, get in touch with a member of our expert team on 0800 088 6000, today.
Google Ads is an advertisement which appears in your search results when using google.com. As the largest online advertising network in the world, a Google Ads campaign has the power to target your ideal audience, build brand awareness and increase your sales.
There are two main networks for Google Ads, the search network, and the Display network.
The search network refers to any pay-per-click advertising wherein, companies bid on keywords relevant to their business to display their ads to users who include these keywords in their google search.
The Display network uses visual, banner advertisements on websites that are part of the Display network. This Display network reaches approximately 90% of global internet users, giving businesses who invest in display ad banners a vast potential for audience growth. Display advertising uses visually rich text, images, videos and more to capture your desired audience spread your brand message.
Head of Paid Media, Miguel Lopez Cedeno, said:
“By using paid search activities, your business can be found easier by users who are in the research process for your products or services. These activities tend to have a higher impact on your business goals, generating a high return-on-investment.”
Google Ads targeting is a way to focus your advertisement to reach specific audiences and users who are more likely to click through to your business. By targeting your ads, you are likely to see a higher conversion and click through rate, as Google ensures your ads are shown to the right people and the right time to drive results.
There are multiple ways to target your ads, however, Google suggest a tried and tested formula to give your ad campaigns the best possible results. According to Google, the key groupings for targeted ads are:
To target your ads, you need to understand your audience and consider what your prospective customers will be searching. A good tip for determining this is to build an ideal customer profile – much like the profiling you do when you set up your business.
Take some time to consider the demographics of your regular customer bases including their interests, hobbies and values. Understanding your audience will help you create an ad campaign which will connect with similar users to broaden your customer base.
So, what can a Google Ad campaign do for you? Now you know what a Google Ad is, here are 7 amazing benefits of a well-constructed Google Ad campaign to inspire your next marketing plan.
1. Control your Costs
Google Ads gives you complete control over how you spend your money and which campaign styles you opt in for. There’s no minimum spend and you can split your spending per month, per day or per ad depending on your marketing strategy. Better still – you’ll only pay when someone clicks your ad. This means Google is equally invested in your ad doing well, so they will put you in the best possible positions for success within your campaign.
Google Ads puts your ad campaign in your hands, giving you full financial and contractual control over your paid ad campaign. This agreement gives businesses a fantastic opportunity to fully optimise the Google Ads service and make it work for your individual company.
However, some businesses do find the freedom and vast opportunities slightly daunting – and that’s okay! It is after all, the biggest advertising platform online – but, all is not lost; our paid advertising experts can guide you through the campaign control options with Google Ads and create the perfect package for you and your business.
2. Measure your Success
The tracking power with Google Ads is phenomenal. If someone clicks your ad, you will know. If someone clicks your ad and then continues to purchase a product or sign up to your newsletter – you can track that too. Any value action for your business – purchasing, downloading or phoning your offices – can be tracked and monitored to show the success rate of your Google Ad campaign.
The detailed measurement of Google Ads engagement is invaluable for paid ad campaign success. Not only can you monitor what went well, but you can understand which call to actions or value actions your prospective clients were drawn to from your ad. This will allow you to invest in an even more targeted approach for your next ad campaign, in turn, boosting the return on your investment.
3. The Value of Data
As well as tracking the clicks and conversions of users who engage with your ads, you can also gain valuable data on both customer interaction and business efficiency.
Alongside your ad campaign, you can use Google’s analytical tools to learn about your customer’s shopping habits. For example, seeing how long they research your products before they purchase. This information can inform your wider marketing strategy, as you could target certain research patterns with paid ads or content to keep driving your prospective customer towards your business.
4. Harnessing User Intent
Why do users turn to Google? The 3.5 billion Google searches a day are performed because people want answers, they want products and they want services – making Google the perfect platform for advertising, because people are actively looking to be advertised to.
Google Ads have a high success rate because people are looking to engage with sources which give them what they’re searching for and a friendly, eye-catching Google Ad showcasing exactly what the user wants is going to bring instant satisfaction and instant click-ability to that user. A well-crafted ad campaign will let users come to you, guiding them to their search answer, and bringing you a bright-eyed new customer.
5. See Fast Results
You can start running your Google Ad campaign very quickly. Compared to other marketing strategies, there’s a fairly quick turnaround from ad conception to seeing the clicks rolling in. This means you can see results quickly and get your business name out there as fast as possible
However, we recommend that a paid media campaign, as a quick click grabber, is implemented alongside a longer SEO optimised marketing strategy to make sure your results are sustained and maintained throughout your business. After all, business is a marathon not a sprint.
Head of Business Intelligence, Stephen McAllister, said:
“Google Ads provides a quick means of driving targeted traffic to your site to perform a desired action. Unlike SEO activities where you are restricted to the information displayed in the SERP, Google Ads allows you to customise your headlines / descriptions to serve a specific sales message based on your choice of targeted keywords. Thus, being able to select how you want your advertising to appear and what keywords and audience you would like to trigger for your ads.”
6. Build Brand Awareness
The term Google Ads is often associated with driving clicks and sales, but a successful ad can do so much more for you and your business. Research shows that businesses deem growing brand awareness as a top priority for marketing, and Google Ads can be an excellent tool for developing your brand identity and spreading awareness.
Strengthening your brand name, personality and reputation are vital for building trust with your customers, both current and prospective. The more this is repeated and shown alongside other reputable sources, the more trust you will build with potential customers. In our increasingly fickle world, trust is increasingly valued, especially for consumer confidence. Building trust will ultimately earn more sales and build a loyal audience – something a PPC agency can help you successfully achieve.
7. Drive Conversions
When Google decide which ads are viewed by browsing prospects, they take user experience and post-click landing pages into consideration. This means that an optimised post-click landing page is a must for Google Ad success.
Your post-click landing page is the URL people land on after clicking your ad. Ensuring that this page is responsive, engaging, relevant and user-friendly will support the success of your Google Ad. Further so, a highly-persuasive post-click landing page won’t only support your Google Ads campaign, it’ll encourage user to customer conversion by showcasing your perfect product or service.
Across the globe, the influence of Google is known and revered, and businesses can harness a slice of this power with their own targeted Google Ad campaign and make this search giant work for everyone. From small local businesses to global corporations, Google Ads can work for you and boost many key aspects of your business.
For more information, or to contact one of our paid media experts, get in touch today on 0800 088 6000 and together, we can make Google work for you.