If you’re new to the world of online marketing or are in desperate need of a complete refresh of your strategy, then you’re probably racking your brain to come up with new ideas for promoting your products or services.
Well, let us welcome you to the world of Google AdWords.
Let’s start with the obvious: Google owns over 70% of the search market share and is the largest display network. But, that’s not all! Reports show that consumers that see display ads are about 155% more likely to search for brand-related terms. Moreover, business owners get around $2 in revenue for every dollar invested in a Google AdWords campaign.
Do you need more proof that AdWords ads are an excellent investment?
Here’s a look at why AdWords is important for small businesses.
What Is Google AdWords?
Before we get to the nitty-gritty of why you should be investing in AdWords, let’s try to understand first what it is and how it works.
As you probably know already, AdWords is Google’s advertising system in which marketers bid for different keywords in an attempt to get their ads appear in Google search results for the right query.
So instead of waiting for your website to grow organically and get at the top of search engine results in time, you can control and accelerate the process with Google ads.
How Does Google AdWords Work?
One of the reasons most business owners avoid investing in Google AdWords is because they think it’s too complicated and it’s not worth the trouble. But, as you’ve seen already, the results speak for themselves. As far as the complexity of setting up a pay-per-click campaign, you don’t have to be a genius to figure out how to do it. Sure, if you were to get deep into how the platform works and what it can do, it can become rather confusing. But, if you stick with the basics, you could develop a profitable marketing campaign.
The first thing you’ll have to do is select a few keywords that define your business. Think about what words prospects are likely to use to search for your products or services.
Let’s imagine that you’re selling Nike shoes and sneakers. Of course, you’re not the only online shop that sells these products, and most likely your competitors are also trying to get their ads displayed for keywords like “Nike shoes” or “Nike sneakers.” So, you have to get a bit creative and research keywords that are relevant and have a high possibility of conversion but aren’t as competitive as the standard ones. “Nike sports shoes for men” could be an excellent example in that way.
Keep in mind that the search volume and competitiveness of your keywords aren’t the only things that Google considers when deciding which ad to display. The Quality Score is another important factor that could decide the faith of your campaign. Google will also look at the quality of your ad and landing page and the likelihood that searchers will click on it.
If someone searches for “Nike shoes” and sees your ad for “Amazing Nike Shoes Deals,” then you should make sure that when that person clicks on the ad, they get straight to a landing page that presents them with great Nike shoe deals, and not just your homepage. Not only that this oversight can affect your Quality Score, but it can also drain your budget. If people don’t get what they were promised, they will bounce. However, you still have to pay for those unqualified clicks.
Why Use Google AdWords?
Now that you know the basics of Google advertising and are a bit more confident in your ability to design a profitable campaign, the question is: should you give it a try?
Of course! And, here’s why:
- You’ll See Your Numbers Go up in No Time
Perhaps the number one advantage of using Google AdWords is the speed at which you can see relevant results. With SEO, for example, it can take up to six months or even more to see a significant change in your numbers. With AdWords, on the other hand, you could get a boost in traffic and conversion rate in just a few weeks.
Don’t get the wrong idea, though: we’re not saying that you should ignore SEO and focus solely on PPC marketing. Both options have their strengths and weaknesses and are essential parts of a profitable marketing campaign. Likewise, don’t expect to increase your bottom line overnight. Google marketing is still a complex endeavor, and it can take a lot of trial and error to get it right. If you don’t know what you’re doing, you could just waste your budget on inefficient tactics that amount to nothing in the end.
- It Lets You Display Your Contact Info
A lot of business owners focus on finding the right keywords, writing compelling ads, and choosing a relevant product image. While all these steps are important and necessary, they neglect one detail that could make a major difference: ad extensions.
Ad extensions allow you to display your contact information, such as phone number, address, page links, reviews and more, next to the ad. When prospects have access to all this important data, they are more likely to click on your website or pick up the phone and call you. Keep in mind, though, that you will have to pay if someone clicks on your phone number and calls you for additional information.
- It Helps You Reach Mobile Customers
With nearly 63% of the world’s population owning a smartphone, it’s safe to say that most of your prospects will probably look for your products and services from their mobile device. Here’s how AdWords could help you reach this potential audience.
Let’s imagine that you own a small, local restaurant, and one evening, a group of friends that happens to be in the area decides to look for a nice place to eat. They pull out their phones and go online to search for options nearby. Your ad is the first one to show up at the top of search results. Convinced by your creative copy, relevant landing page, and delicious menu options, the group of friends chooses your restaurant over your competitors.
- You Can Measure Results with Great Accuracy
Another great thing about Google AdWords is that it is data-driven, meaning that you will get an insightful look into how your ads are performing. You can track your goals, web traffic, sales and conversions, bounce rate, brand awareness, and so on. You can also see when the best time to launch your ads is or which headline got the highest click-through rate.
- It Helps You Keep Your Budget In Check
One common misconception business owners have about AdWords is that you have to spend big if you want to see relevant results. But, here’s the thing: the platform will estimate bids based on the budget you input so that you get the maximum return on your investment. You can also adjust your budget at any point based on how your ads are performing. If they don’t generate the expected results, then you can decrease it. If, on the other hand, your ads are performing better than expected, then you can invest more.
There’s a reason why Google AdWords is one of the best online marketing tools: it gets the job done, and it does it fast. If you’re looking for a way to drive more qualified traffic, reach out to more customers and increase sales, then give it a try. Just don’t forget that knowledge is power, and the more you know about AdWords and the mechanism behind it, the more you can use it to your advantage.
If you don’t have the time to learn how to use it or if you don’t want to waste your money on inefficient tactics, then skip the hassle and let us take care of your Google marketing needs for you. At Australian Internet Advertising, we are a team of AdWords specialist with a passion for PPC advertising.