The first company that comes to our minds when we think of digital ads is Google Ads. It’s primarily because Google owns a lion’s share of the search engines market.
Of the $147 billion that the company fetches in revenue, the search engines account for $108 billion. Thanks to its advertising tools that let you target users across platforms like YouTube, Maps, and third-party websites, it’s the market leader in online advertising.
Let’s understand what Google Ads (previously known as Google AdWords) is all about, its relevance for your business, and the different ways in which it can add value to your marketing efforts.
Skip ahead to:
- What are Google Ads?
- Does your business really need Google Ads?
- asons why Google Ads can help your brand
What are Google Ads?
Ever seen a result tagged as ‘Ad’ when you search for something on Google? Well, that’s Google Ads doing what it does best.
Google Ads lets businesses pay to highlight their website. Based on the keywords they bid for, the quality score, and other factors, websites can appear in various google search results.
Remember, Ads and Adsense are two different offerings by Google. While Adsense is for website owners who are selling ad space, Ads is for businesses who want to promote their website. And using them together might not be a great idea.
Does your business really need Google Ads?
You are the best person to answer this. Does your target audience consist of active internet users? Do you want your business to have a better online presence? Are you content with the results of your company’s SEO practices?
If you’re a small business owner or the marketer of one, you can use the tool in the following ways.
- Reach out directly to people who’re looking for your products or services
- Target people belonging to a specific demography
- Direct people to your landing pages
- Keep a tab on the results
Nearly 65% of all small and mid-sized companies are using Google Ads to bolster their business. You need to hop on that bandwagon, else you run the risk of losing out to your competitors.
We’ll give you not one but ten reasons why Google Ads should be a part of your marketing strategy. Read on to find out all about it.
9 reasons why Google Ads can help your brand
Here are some reasons why you should consider signing up for Google Ads.
1. Targeting capabilities
Marketers and salespersons know the importance of quality leads. At the end of the day, your ad campaign should meet the objectives of your brand. With Google improving its algorithms every passing day, you can be assured of reaching your target audience.
You can choose to bid for specific long-tail keywords or shorter ones. While the former lets you target potential customers with high intent, the latter may get you higher traction with fewer leads.
2. Ability to leverage audience’s intent
Ever felt Google knows more about your tastes than your best friend? Google’s smart algorithms can detect user intent and serve them just what they need on a platter.
Let’s say you’re advertising on social media or websites where the primary intent of the user is to browse the web or engage on social media. Your ad has to be exciting and powerful enough to sway users.
With Google Ads, you can target users who are looking for a product that your business has to offer. This gives you an edge over other advertising channels and allows you to get more leads.
3. Campaign controls
Another reason why online ads are popular even among big companies is the fact that they’re easy to execute. Organizations don’t need employees with fancy MBAs to execute a Google Ads campaign. This way they’re able to get the job done with minimal resources.
With some training and basic marketing skills, anyone can kickstart an ad campaign that can get overwhelming results.
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What’s even better is the fact that you can scale a campaign almost instantly. If your profits are great and you have a sizable marketing budget, there’s no reason to hold back on your PPC budget. This is the reason why brands like Amazon, The Home Depot, and Lowe’s spend upwards of $50 million every year.
4. Budget controls
It’s hard to imagine, but there was a time when marketers found it difficult to keep their ad campaigns within the budget. Placing hoardings all over the town, making radio announcements, or distributing leaflets have largely become inefficient marketing methods.
Google Ads addresses the problem of wasteful expenditure by handing you complete control of how your money is spent. You can target specific keywords, assign the number of bids, and set daily budget limits. More importantly, you are charged only when an ad is clicked.
This way your ad spend will only be used on activities that matter to you most.
5. Creating brand awareness
Most digital marketing experts tend to focus on leads, sales, and reach of Google Ads. Amidst all this, they end up underplaying its brand-building potential.
The average American spends over 3 hours a day on the internet. It means that your ad will likely be viewed multiple times by the same set of individuals. Irrespective of whether they click on it or not, they get familiarized with your brand and its offerings.
6. More conversions
We know all about Google Ads’ reach. But what matters more is the number of conversions. Google Ads doesn’t falter in this department too.
There’s evidence that suggests that the paid traffic’s conversions are twice as much as organic traffic conversions. If you have a landing page with a good message match and a focused design, you can easily become a top-ranked page in your industry.
Besides, you place users in different buckets and show them different content based on Google Analytics data.
7. Better ROI
This might sound contradictory, but you need to spend money on ads to save money. Owing to its demography-based targeting capabilities, Google Ads gives you an excellent ROI.
There are three types of bidding strategies that you can deploy to maximize returns. Based on the objectives of your campaign, you could choose either of them.
- Firstly, cost per click (CPC) wherein you pay for every click on one of your ads
- Secondly, cost per thousand viewable impressions (CPM) wherein you pay based number of views on your ad
- Thirdly, cost per action (CPA) wherein you pay based on every significant action performed by the user
8. Quick results
Gone are the days when you had to wait for your SEO managers to get you a good deal of web traffic. Organically improving search engine page rankings depends on domain authority. It improves over time based on factors like the number of hits on your website, backlinks, and the quality of the content.
On the other hand, if you have the resources, you can use Google Ads for instant results. Whether you have a product launch or an upcoming event, you can get enough eyeballs or sales within a few days.
This doesn’t mean that you have to rely on Google Ads forever. You can parallelly work on search engine optimization (SEO) and ditch paid ads when you start getting enough organic hits.
9. Remarketing capabilities
As mentioned earlier, Google is a top player in the online ads business. As far as the numbers are concerned, W3Techs reports that nearly 45% of all the websites use its ad networks.
The bottom line is Google Ads is perfect for you if it aligns with your business goals. Remember, you need to structure your approach, conduct thorough analyses of the results, and keep tweaking your approach.
It’s time to recap everything we covered in this article.
- Google Ads are primarily used for gaining high traffic in a short span of time
- Its USP is the ability to understand user intent and show the perfect ad
- Given the number of websites that rely on Google’s products, it offers exceptional targeting capabilities
- An often overlooked fact is that Google Ads help you increase brand awareness
- Google Ads are easily measurable, scalable, and trackable
- It offers more control over the deployment of ads and the budget
- Don’t rely exclusively on Google Ads and work on your SEO to improve your organic reach
Want to build your SEO using Google My Business? The Glofox blog has the perfect article for you. Jenny Weller explains why you need to start using My Business and shares tips to optimize it for more sales in this 10-minute read.