Google ads are a great way to get your site on the first page of searches and it only takes one click. They’re also low cost per click, which means you can afford them easily without breaking the bank.
Still, there are plenty of naysayers who claim that paid ads will simply be ignored in a Google search, so you’re better off promoting a product or service organically. This leads many to question: Are Google ads really worth it?
What Do The Statistics Say About Google Ads?
If you’re not currently running PPC campaigns, then it’s time to start. The benefits are clear: visitors who click on an ad campaign will be 50% more likely of converting into customers and sponsored text ads account for 65% of clicks coming from Google.
It’s no surprise that many digital marketers already know this: if you want someone to buy your product or see a high click-through rate, then investing in Google Ads (previously known as Adwords) is an important component of any full-fledged strategy.
What Makes People Click on Google Ads?
According to a recent survey, there are a few factors that inspire users to click on ads: 33% of people will click an ad because it provides them with clear and direct answers while 26% do so when they recognise the brand mentioned in advertisements.
The power of PPC is that it simplifies the process of finding relevant information.
The Google search engine has grown more sophisticated and it’s now adept at providing only the most valuable paid results, which serves two functions. One function is that users are given exactly what they’re looking for while also making sure ads get clicked with this new algorithm in place.
It’s little surprise that people are most likely to click on text ads, as opposed to shopping or video ads. This is because search queries with high commercial intent seem not follow this trend at all.
Why Do Some Marketers Advise Against PPC Campaigns?
It’s not surprising that some people will gloss over paid ads in favour of organic search results. That is, after all, how they’re designed.
The debate in the SEO community is a long-standing one. Some believe that organic reach alone can be enough, while others are convinced of its complementarity with paid advertising campaigns like PPC or Social Media Marketing (SMM).
The first group is not inherently wrong, they are simply failing to look at the full picture. Much of the data which suggests that users are unlikely to click on paid ads is outdated, and it also fails to consider one critical point: many users simply cannot tell when they’re looking at an ad. Depending on which study you look at, somewhere between 46% and 60% of users do not recognize Google ads as being sponsored, which means that even if users were reluctant to click on paid ads (which is an assertion that the most recent studies do not support), it wouldn’t exactly matter.
At the end of the day, perception is everything, and if the majority of users don’t perceive Google ads as being sponsored, then the ads will have precisely the same impact as organic search results which rank highly.
The Overall Impact of Google Ads
More than a quarter of users are more likely to interact with an ad featuring a brand they recognize, and it turns out Google ads have this kind of cyclical effect.
Google PPC ads have been shown to increase brand awareness by an impressive 80%. Even if you’re new to marketing, your business will be more recognisable as time goes on and users become familiar with what it has offer.
It’s no surprise that advertising has a significant impact on how consumers buy things. One third of all online users have been influenced to make purchases due an advertisement, and 90% think these ads play some role in their decision-making process.
You can increase your web traffic by investing in PPC campaigns. When you have high-quality scores and solid click-through rates, people will start coming to the site en masse.
The Importance of A Knowledgeable Partner
The truth is that Google ads can be a complete waste of time and money if they’re not approached carefully.
If you don’t take the time to perform proper keyword research and understand Google ads campaigns, then it is guaranteed that your PPC strategy will never reach its full potential. The good news is, you don’t have to try to tackle it alone…
Australian Internet Advertising takes pride in being able to help businesses of all shapes and sizes, no matter what industry you are within. Our team has worked with brands from every corner of the globe so that we can provide clients not only an effective advertising solution but also one which will fit perfectly into your marketing plan as well!
Contact us today for more information about how many clicks it would take before launching a truly impactful Google Ads campaign.
