Advertising is still one of the best ways to reach your customers. Sure, the way we create and interact with ads has changed quite a lot since the days of Mad Men, but the basic principles are the same. Get the right copy in front of as many right eyeballs as possible. And since Google is pretty much everywhere, using Google Ads is one of the best ways to do it.
Choosing between different types of campaigns depends on your audience, but Search has been a standby for a good reason. Pretty much everyone uses Google Search, and people spend an absolutely astronomical amount of time using this function.
Here’s how using Google Ads can benefit your business:
Google has a massive reach
Google has been in use as a verb for over 20 years. It’s so pervasive that almost any internet search or research will be referred to as googling.
Want to find a restaurant with the food that you like? Google it.
Need a recommendation for a good VPN service? Google it.
Want to find a digital marketing agency that will help your business grow? Google it!
While the exact numbers are hard to come by, it’s estimated that Google handles roughly 2 trillion searches every year — or 5.6 billion searches every day!
You can be sure that at least some of those people are looking for answers you can provide or solutions you can offer. If you can provide this, you’re on the right track. Even if the first thing they see is an ad, they’ll remember you as someone who can help them.
Google has been developing its algorithms for a long time now. Today, the tech giant can provide something for every business, helping you engage with every customer type and during every stage in the customer journey.
You’ll be able to fine-tune ad placement based on keywords, location, age, language, time of showing, and device types.
Bidding on specific keywords will show your ad to people who are in the earlier stage of the research process. You’ll be able to get their information by using a post-click landing page and start targeting them with informative content.
In addition, you can try using long-tail keywords that are less expensive but more niche. They’re excellent for capturing the attention of people who are looking for your exact product or service.
Google makes it easy to harness the intent of prospects. This means you can avoid targeting people who don’t want to be advertised to or not looking for answers or solutions you offer. They’re either engaging with other people or want to enjoy themselves. And when you’re advertising to someone who doesn’t want to be advertised to, there’s a greater chance they’ll ignore you or even form a negative first impression.
However, when it comes to search engines, people are looking for something specific which can be used in your ad. They may not want to be advertised to, but if you’re offering a solution to their problem, they just might click on your ad. After all, you’re helping them out, you’re not interrupting their everyday experience.
There’s more to getting the most out of your ads than a good copy or a well-optimized post-click landing page. You also need to budget accordingly and use the right combination of bidding strategies. The alternative is draining your budget too quickly or just not using the ads frequently enough in order to capture the attention of a sufficient number of prospects.
Three main bidding strategies are Cost per Click (CPC), Cost per Thousand Impressions (CPM), and Cost per Acquisition (CPA).
CPC bidding is great if your goal is to drive website traffic. It’s one of the most common metrics used for budget management.
CPM bidding is best used if you want to build brand awareness. It’s a simple strategy that allows you to pick the amount of money you’re willing to pay to have your ad seen by a thousand people.
CPA bidding is recommended if your main goal is conversions like purchases or registrations. You only pay when the user completes the desired transaction.
You simply have to pick what you want to focus on and decide your budget. Google Ads will make suggestions and calculate averages depending on your intentions, streamlining the process significantly. By determining who will get to see the ad, when, and in what circumstances, you’ll ensure you get the most out of the money you invested.
Why Are Google Ads important?
If you’ve been wondering how can Google Ads help you advance your business goals, the answer is simple. The Google Ad network can cater to businesses of all sizes and with different goals.
It has a massive reach, and with around two trillion searches per year, the exposure you can get is immense. With advanced advertising tools, you can fine-tune your campaign to get it in front of the right people at the right time while spending as little as possible.
Finally, the people seeing your ad often want a solution to a problem they’re having. In fact, they’re explicitly searching for it. All you have to do is present them with it, and you’re good to go.
If you need help placing Google Ads, calculating budgets, or analyzing the target demographic, you can always turn to EBS Marketing. We’d be happy to help you set up your Ads campaign, so don’t hesitate to get in touch.