“Should I use Google Ads?”
This is perhaps one of the most common questions we get asked by our clients. If SEO is for free and everyone is on social media anyway, is advertising on Google really necessary?
The short answer to this answer is yes. It doesn’t matter if you are a small or large business or if you are in the healthcare industry or an eCommerce site. Almost anyone can benefit from running Google Ads campaigns.
Of course, there’s more to this decision than just simply starting pouring money into online advertising. So, in this article, Our Google Ads specialist is going to explain a bit what Google Ads does, what its benefits are, and help you decide if it’s right for your business.
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What Is Google Ads?
Google Ads is Google’s online advertising program through which you can put your product or service in front of your potential customers. It’s a pay-per-click system, meaning that you only pay when someone actually clicks on your ad. That can help you keep ad spending under control.
We can write an entire eBook about how Google Ads works, but we will try to keep it short.
The Google Ads auction is focused on keywords. You choose a list of search terms that you think are the most relevant for your target audiences. Then you bid on this keyword and tell Google how much you are willing to pay to show your ad to potential customers. Based on your bid combined with your Quality Score (which Google establishes by looking at your ad copy, landing pages, the words or phrases you’ve included in your ad, and so on,) Google will determine your Ad Rank, which is where and when your ads will be shown.
There are actually several different types of Google Ads, including:
- Search network Google Ads – your ads will appear in Google search, Google Maps, YouTube, and so on.
- Google Display Network: your ads are shown on the display network on millions of sites, including Gmail and Youtube.
- Video ad campaign: your ad will be promoted via a video ad display on YouTube or other Google Display Network sites.
Why Should I Use Google Ads?
Most small businesses are skeptical of Google Ads because they think it’s going to cost them too much. And, the truth is that, if you don’t know how to set your ad campaign properly, then you might lose quite a lot of money on unwanted clicks.
Another dilemma a lot of small business owners have is why should they spend money on ads when they can focus on SEO and boost their position in the organic search results?
These are all valid concerns. So, let’s go through some of the benefits that Google Ads can offer.
You Can Target the Right Audience
While SEO can help you improve your SERPs ranking, it will also target a large audience pool. With Google Ads, on the other hand, you can target your potential customers at certain stages through the buying cycle. For example, if you target a broad keyword, such as “gaming laptops,” you will target people who are in the research phase. If you target a more narrow keyword, such as “gaming laptop Asus ROG Zephyrus,” then you target an audience who knows exactly what it wants and is in the buying stage.
Unlike social media, which people use for entertainment, most Internet users go to Google with clear intent – to find information about certain products or services. By advertising on Google, you help them find a solution to their problem and not interrupt their browsing experience.
With a good understanding of how Google Ads work or the right help, you will be able to reach the right people, at the right time, and with the right offer. That way you can ensure that those clicking on your ads will also convert.
Easy to Monitor Ad Performance
By integrating your Google Ads with Google Analytics, you can track a large range of metrics, from clicks, impressions, time spent on page, and so on, and determine which ad group performs well and which needs some improvement.
Is Google Ads Right for Me?
Every industry comes with its unique challenges and you may be wondering if Google Ads is actually a good fit for you. Especially when it comes to B2B companies, where the sales cycles are longer and their audience more niche, it may seem that there are other better platforms than Google Ads. But, with the right keyword strategy and a good understanding of your audience’s search habits, you can set successful Google Ads campaigns too.
The same for local businesses. In fact, almost half of all Google searches are local and include search terms like “near me.” Consumers want to shop locally, but businesses often ignore this trend thinking that the traditional marketing methods are more adequate for bringing foot traffic to their storefronts. But, since most people hop on Google to search for information, online ads can actually help you get more customers.
Do You Need Help with Google Ads?
If you are starting at your Google Ads account right now, not sure what to do next, then maybe it’s time to look for a good digital marketer to help you set up your campaigns.
At Australian Internet Advertising, we are experts when it comes to Google Ads. We’ve helped numerous companies, big and small, advertise their products and services online, reach their audiences, increase their sales, and grow their bottom line.
We have a unique approach to Google advertising and much of it focuses on personalisation.
Check our services now and get in touch with us if you want to learn more about what we can do for you.