The marketing world has changed drastically in recent years, and Google Ads is one of the platforms heading this transformation. Indeed, Google Ads is one of the most effective methods of paid online advertising today. When compared to other search engines, Google leads the way with 86.64% of the market share.
Google Ads allows businesses to reach anyone who uses Google to search for information, products and services online which is everybody basically. When used properly, Google Ads has the potential to send you large numbers of people who want exactly what you are offering. If you don’t currently have a Google Ads account for your business or you don’t use your Google Ads account to its full potential, you should seriously consider taking full advantage of this platform.
If you’re a business who wants to start capitalizing on the enormous number of searches that take place on Google daily, and quickly earn the attention you need to grow your bottom line, there’s no better way to start than by signing up to use Google Ads.
Paid advertisements allow you to take growth into your own hands, putting your business and its offerings front and center. No more waiting for people to discover you organically. Instead, you’re reaching your target audience faster and more efficiently.
Initially launched in 2000, Google’s ad platform has come a long way as it’s now a billion-dollar venture.
1. Google’s massive reach
The search engine handles 2+ trillion searches like these per year. That’s over 5 billion searches daily.
Among those, are people looking for solutions to problems that your business can offer. If they’ve ever used the internet, chances are they’ve Googled the answer to something. And if you can help them find the answer, even if it’s with an ad, they’re more likely to choose you than your competitor.
2. It's a flexible marketing platform
Anyone who uses Google Ads regularly will tell you that it’s an extremely flexible platform. It’s suitable for all kinds and sizes of organizations, from startups to big corporations. You can literally turn internet traffic on and off using this system. It is also compatible with a wide range of other marketing platforms and software systems.
You can easily customize campaigns to focus on specific types of online users. For example, you can target people by location, the type of device they’re using and the Google-owned website they’re accessing (e.g., Google search, Google Maps, YouTube).
You can also set your own budget for specific areas of a campaign. For example, you could set daily budgets and limits on the amount you’re willing to spend on clicks for specific keywords.
3. Google Ads is Measurable, Easy Monitored & Adaptable
One of the trickiest challenges for any business is finding lead sources that scale – meaning, it doesn’t require five times the effort to get five times the leads. Google Ads is highly scalable, which is why some businesses spend millions of dollars a year on Google Ads advertising. If you create a Google Ads campaign that is converting at a profitable rate, there is no reason to arbitrarily cap spend on that campaign. You can increase your PPC budget and your leads and profits will increase accordingly. This makes Google Ads highly effective for businesses that need a lot of leads but are short on time and heads.
Compared to traditional marketing channels like TV and magazine advertising, online marketing is highly measureable, and Google Ads PPC is one of the most measurable of online channels. It’s difficult to make exact measurements in SEO because you can’t always know what actions led to increased or decreased rankings. Then there’s the whole “not provided” fiasco. Social media can be equally difficult to measure. In comparison, Google Ads is more transparent, providing tons of PPC metrics that allow you to see at a granular level what works and what doesn’t. You can pretty quickly determine if your campaigns are sucking or returning ROI.
4. Get quicker results than with SEO
For new businesses and websites, it can take months to see results from SEO. This perceived “penalty” used to be referred to as the Google sandbox effect – people assumed Google was intentionally filtering new websites out of the results. More likely the problem is that competition is fierce and it takes time for a website to “prove” itself and earn authority and links.
Google Ads is a great workaround for new businesses because you don’t have to wait around so long to see results. While working on your site’s SEO, you can put resources into a Google Ads campaign and start getting impressions and clicks immediately. Because it’s so speedy, it’s also a good way to test whether a given keyword or audience is worth pursuing via organic search – if it converts well in Google Ads, you can deduce that it’s worth trying to rank for in SEO and build out your content in that area. (Just one of the ways that Google Ads and SEO are two great tastes that taste great together.)
As an added bonus, you can often get started on Google Ads very cheaply – Google often offers vouchers (basically free PPC budget) for new advertisers. Right now it’s running a special for Google Ads Express: Sign up by December 16 and get a free month of advertising.
5. You get a high return on investment
Unlike other marketing strategies, Google Ads makes you pay only for ads people click on. Once you optimize Google Ads campaigns, you can get a high return on investment, which may not be possible with other marketing strategies.
However, this takes time, and you have to find out which approach suits you and your business. To get a clearer picture of what will give you the best results, you have to continually test and track your campaigns. Google Ads is perfect for this because it’s very transparent, and the information you need is readily available.
When you find areas of your campaign that give a good return on investment, you should focus your efforts and budget on those areas. If a campaign or parts of a campaign are costing you money, discard them. Invest that savings into successful campaigns and campaigns you will test in the future.
6. Maximize ROI with different bidding strategies
A persuasive post-click landing page built to appease Google isn’t the only thing that will maximize your advertising ROI. To help you reach specific marketing goals while draining your budget the least, the Ads team has created several different bidding strategies:
- CPC bidding is what Google recommends if your goal is to drive website traffic.
- CPM bidding, which stands for “cost per thousand viewable impressions,” is what Google recommends if you’re trying to build brand awareness. With this strategy, you choose an amount of money you’re willing to pay for 1,000 people to see your advertisement in full view. It’s only available on the Google Display Network, not the search network.
- CPA bidding is what Google recommends advertisers use when they’re focused on conversions like purchases or sign-ups.
This way, if your primary goal is to boost brand awareness. You’ll be able to show your ads to more people than you would if Google was trying to serve your ads to only people that have the best chance of clicking or converting. And it works the other way around, too.
If your goal is an action further down the funnel like a click or a conversion. You can bid for that, and Google will cut down on spreading your ad to the masses and instead show it to people who will be more likely to convert.
7. It taps into huge, high-quality traffic sources.
Because of Google’s market dominance and massive customer base, the search giant can send businesses a huge amount of traffic every day, if those businesses have the budget for it.
Google prides itself on displaying relevant content and ads, and the company continues to evolve and improve its search engine algorithms to produce the most relevant search results and ads. This has a positive effect for businesses that advertise through Google Ads, as these ads send high-quality leads and visitors to your business’s website, e-commerce store, opt-in form or other online assets. The people Google sends to you are more likely than people coming from other sources to become customers, opt in to your email list, request information or take whatever action you want them to take
8. Maintain full control of your campaigns at all times
You used to have to jump hurdles and bust through thick red tape to run ad campaigns that reach as many people as Ads can. Beginning and ending those campaigns would take time and resources that could be better used elsewhere.
On the other hand, buying ad space with software — also known as “programmatic advertising” — is easy for even one properly trained employee to do. With some education, they’ll be able to start and stop campaigns, reach the right people for the right price, and do it all instantaneously. That way, you can allocate your resources and your time to other pressing initiatives.