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When investing in your digital marketing strategy, you’re inundated with options, but few sow division quite so effectively as Google ads. These PPC campaigns are popular for many reasons: they feature a relatively low cost per click, they get your site bumped to the top of the search engine results page, and their impact can be seen directly in your Google Analytics dashboard.
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?
About 65% of small businesses invest in PPC campaigns, and for good reason: visitors who click on an ad campaign are 50% more likely to convert, and sponsored text ads account for 65% of clicks on Google.
These numbers indicate what many digital marketers already know: if you want someone to buy a product, or you want to see a high click-through rate, then investing in Google Ads (previously known as Google Adwords) is an important component of any full-fledged strategy.
According to a recent survey, there are a couple of main factors that inspire users to click on ads: 33% of people will click on an ad because it provides a clear and direct answer to their query, and 26% of people click on ads that mention brands they are already familiar with.
These numbers echo an overarching theme in the world of PPC, which is that users most appreciate paid ads because they simplify the process of finding highly relevant information.
As Google’s algorithm has grown more sophisticated, the search engine has become adept at providing only the most valuable paid results, which serves the function of providing users with precisely what they’re looking for while also making it more likely that the ad will be clicked.
That being the case, it is little surprise that people are most likely to click on text ads, as opposed to shopping or video ads, although it’s worth noting that searches with high commercial intent seem to buck that trend.
Some studies and surveys have indicated that a large percentage of people will gloss over paid ads entirely in favour of organic search results, which has led to a stark division in strategic ideology.
In the digital marketing community, there are essentially two camps: one which holds that SEO measures which prioritise organic reach alone ought to be explored, and another which believes in complementing SEO with PPC campaigns.
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.
We already discussed the fact that more than a quarter of users are more likely to interact with an ad featuring a brand that they recognize; as it turns out, Google ads have a sort of cyclical effect when it comes to this point.
PPC ads have been shown to increase brand awareness by a whopping 80%, so even if users aren’t particularly familiar with your business when you first embark on your Google ads journey, they are far more likely to become familiar with it along the way.
Interestingly enough, consumers are not blissfully unaware of the impact that advertisements like PPC campaigns have on their buying habits. About 90% of consumers say that ads have some bearing on the purchases that they make, and 43% say that seeing an ad online influences them to make a purchase.
Even if your goal with Google ads isn’t to sell a product or service, but instead to drive traffic to your website, you’ll be greatly satisfied with the results you see from carefully crafted PPC campaigns. When you obtain a high-quality score and a solid CTR, you will quickly notice that your traffic begins to skyrocket.
We’ve already covered the fact that some people suggest steering clear of Google ads; that’s because the reality is that they can be a complete waste of time, energy, and money if they aren’t approached carefully.
If you don’t take the time to perform proper keyword research and thoroughly understand the fundamentals of Google ads campaigns, then you’ll never enjoy all of the potential growth benefits associated with exceptional PPC strategies.
The good news is, you don’t have to try to tackle it alone. Australian Internet Advertising understands all of the ins and outs of launching truly impactful Google ads campaigns, from the most involved technical details to the most minuscule creative points. Our team has worked with brands in every possible industry, so you can trust that we’ll help guide you in the right direction; contact us today to see just how many clicks you can get on a Google ad campaign that has been intentionally designed from top to bottom.