By Coleton Smartt & Matthew Magistrado
Formerly known as Google AdWords, Google Ads is paid online advertising or pay-per-click (PPC) advertising. The way it works is simple:
- People use keywords to search for specific products and services online
- If the keywords you’ve chosen match what people are searching for, your paid ad appears above organic Google search results and the Local Pack
- When people click on your ad, they’ll go to your website to learn more or convert (either through form submission or a phone call)
Let’s take a deeper look at why you should be using Google Ads to grow your business online.
With Google Ads, every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, click-through-rate (CTR), number of conversions, conversion rate, cost-per-click (CPC), cost-per-acquisition (CPA), etc. It’s very easy to measure your return on investment (ROI). Having a dedicated team regularly optimizing your campaigns and fine tuning keywords/ads/ad groups will ensure your metrics improve over time.
2. Cost Effective
One of Google Ads’ primary benefits is that it’s extremely cost-effective. You only pay when someone clicks on your ad (i.e. you pay per click) and you determine exactly how much you want to spend. You can set your budget to $1 per day to $100,000 per day, which makes the service accessible for all companies. More importantly, if you’re working with skilled professionals, your campaign performance will be optimized in a way where your cost per click will gradually decline over time. This means, you’ll be able to see an increase in traffic without increasing your costs!
3. Maximum Relevance
Every single time a search term or keyword is put into Google’s search engine, an ad auction takes place. This ad auction determines the order of how the most relevant ads will be organized on the search results page. For example, if you are bidding $10 for the keyword “San Diego dentist” and your competitor is bidding $20 for the same keyword, your competitor’s ad wouldn’t necessarily be ranked above yours. Google takes into account several factors when determining the ad rank. For instance:
- If your Google AdWords campaigns generally have a higher click through rate than your competitor’s, then the probability of your ad being clicked is higher, and thus, your ad would be placed above the competitor’s.
- Similarly, Google takes into account your website and the page to which you’re directing the paid traffic (the landing page). If the quality of your website and landing page is more relevant to the search query than your competitor’s, then the user experience would be much higher for your ad than your competitor’s, and thus, your ad would be placed above theirs.
This ad auction ensures only the most relevant ads are presented to the user and levels the playing field for all advertisers.
4. Highly Targeted
As an online advertiser, sophisticated targeting tools are essential to maximizing ROI with search marketing. Google AdWords’ targeting capabilities are quite sophisticated and provide advertisers various channels in which to fine-tune their campaign, including:
- Location Targeting: Google Ads allows you to target specific geographic locations. For each ad campaign, you can select locations where your ad can be shown. You can choose locations such as entire countries, areas within a country, cities, territories, or even a radius around a location. More importantly, Google Ads allows you to target people searching for or viewing pages about your targeted location, even if they may not be physically located in your target location.
- Mobile Targeting: Enhanced campaigns allow advertisers to target mobile device users. This is especially important because mobile consumption of information and mobile search queries are growing exponentially each year. At the same time, devices are evolving quickly with a growing list of capabilities. Enhanced mobile targeting with Google Ads provides new opportunities to target the right audience at the right time.
This is especially important for advertisers who want to customize their ad text or extensions to grab the attention of customers when they’re viewing the ad on a mobile device.
- Language Targeting: Google Ads has over 40 language options for campaign targeting.
- Time Targeting: Google Ads allows advertisers to select specific hours during the day for optimal targeting.
- Auto-Tagging: Tagging destination URLs for analytics tracking has to be manually executed with other advertisers; however this process is automatic with AdWords.
- Audiences: Google Ads has become more sophisticated. We can now create audiences based on detailed demographic data and psychographic data, such as parental status, marital status, education, homeownership status, the users interests and their habits. You can also upload your databases and can create similar audiences based on the similar data points for that specific database.
- Remarketing: Google Ads allows you to target users who have been to your website by displaying ads to them while they browse other sites and engage different apps. This will increase visibility and have users convert when they get closer to the end of the marketing funnel.
Don’t Miss Out
Your potential customers are out there using Google to answer their questions and solve their problems. Help them choose you over the competition with optimized Google Ad campaigns.
Ready to stand out online and grow your business? Our paid search experts have proven experience driving quality leads to clients’ websites and boosting their conversion rate through Google Ads. Schedule a consultation with WISE Digital Partners today!