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 site on the web. And it may provide for excellent sales conversions and/or purchases. However, if you can’t get people to visit your website then you’re not making money.
This is where Google Ads comes into the equation.
In this post, we’ll take a closer look at using Google Ads and how the platform works. We’ll then highlight three reasons this advertising service can be a worthwhile investment for your business. Let’s get started!
Get Seen First
More than 40% of clicks go to the top three paid ads in search results
Paid advertising returns $2 for every $1 spent – a 200% ROI rate.
Convert More Often
Traffic brought through PPC advertising yields 50% more conversions than organic advertising.
Table of Contents
An Introduction to Google Ads
Google Ads is a paid advertising service offered by Google. According to 2020 data, close to 90% of all online searches are conducted on Google. And if you’re only looking at mobile device data, Google has a market share of over 90%!
In other words, most people use Google to find what they’re looking for. And this is the value of Google to your business: there are a lot of people potentially searching for what your business offers.
Wouldn’t it be great to take advantage of that and be at the top of the search results? Well, you can with using Google Ads.
Google Ads allows you to prominently place Search ads in the search results based on what words (i.e. keywords) people typed into the search field.
For example, if you search for “Winter Breaks in Spain” this is what you might see:
These ads appeared at the top of the page, giving those advertisers prominence over the “organic” search results below. And, depending upon the keywords and how relevant your ad is (see “Getting Started” below), people are very likely to click on your ad since you’re offering them something they were searching for.
Google Ads also offers Display ads that are a nice complement to Search ads. Display ads are the image-driven ads that appear on websites, such as the example below. We try our best to place display Ads on quality pages and not serve Ads on spammy sites – this is another reason to have a professional maintaining your campaign. There’s nothing worse than navigating through an article full of ads and pop-ups – usually, those ads are served on click-bait 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 they leave your website. This means more impressions for your business, keeping you top-of-mind for when they’re ready to make a purchase.
Other Ad Types
Google also offers Video ads on YouTube and Shopping ads that showcase your product in a lineup of similar products, allowing users to make a purchase directly from your ad!
3 Reasons Using Google Ads Is an Excellent Investment for Your Business
If your target audience uses Google to look for products and services that are similar to your business’s offerings, using Google Ads can be a powerful tool. Let’s look at three main reasons you might want to invest in this advertising strategy, beyond what we’ve already discussed.
1. Budget Control
When using Google Ads you have full control over your budget. Essentially, you give Google a daily (or monthly) budget and once you hit your budget Google won’t spend any more of your money. More importantly, you can change your budget, pause your campaign and make other changes to the ads to ensure you are always getting a good Return on Ad Spend (ROAS).
2. High Conversion Rate
Because you’re advertising in front of people who are actively searching for what your business offers you are reaching people who are either ready to make a purchase or are close to making a purchase.
As a result, Google Ads has the highest average conversion rate among all online advertising platforms.
3. Success Tracking
Google Ads also makes it easy for you to track the results of your campaigns. By nature, all online advertising comes with 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 number of clicks, conversions, impressions, and many other data points. Using Google Analytics can take a trained eye to decipher all the information received, it has a ton of information that’s essential to run a successful campaign.
We create 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 hiring a digital advertising agency like ours is a better option than doing it yourself.
Either way, you constantly have the information to make the necessary changes and important decisions, regarding your campaigns.
In order to get started with using Google Ads all you need is a Google account. Once you have a Google account you can simply get started with Google Ads. We don’t recommend choosing the automated option that Google offers because there are many considerations we need to consider in how we define our business and advertising campaign. Also, you should be auditing 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 spending a lot of time and budget on a campaign that isn’t as successful as it could be.
From finding the right keywords and keyword match types to using the correct bid adjustments and relevant ad copy so that you achieve a high ad rank, it’s important to know the ‘ins and outs.’ It’s just as important knowing the right negative keywords to program so your Ads don’t get served to the wrong group of people. For instance, if your a plumbing company you might not want your Ads served to someone searching for DIY plumbing. You want people who are ready to call because they need a product or service you offer. You don’t want to spend money on useless clicks.
That’s why, if you’re not familiar with using Google Ads we recommend working with an agency (like us!) that can devote the needed time and resources to get the most conversions for your budget. All of our digital advertising specialists are senior level and have the experience to get you the best ROI on your campaign.
And if you do want to try on your own, here are our “Essentials for a Great Google Ads Campaign.” As you will see there are many steps that go into creating a successful Google Ad campaign. We are 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 put your product and services in front of people who are actively looking for what you offer. And, of course, it helps that Google has approximately 90% of all online search traffic!
In this post, we looked at three main reasons you should consider using Google Ads for your business:
- Budget Control — You can set your own budget, and easily monitor it.
- High Conversion Rate — Using Google Ads has the highest average conversion rate among online advertising platforms.
- Success Tracking — You have real-time metrics any time you want, so you can track the success of your campaigns and make changes as necessary.
Have any questions about using Google Ads for your business? Drop us a line and we’d be happy to help!