What is the Importance of Google Ads
The marketing world has changed dramatically in recent years, and one platform that has been driving this transformation is Google Ads. Google Ads, formerly known as Google Adwords, is a Pay Per Click (PPC) platform that allows business owners or marketing professionals to promote their brand on the internet. There is no denying that Google Ads can help you reach your goals by advertising on a platform with over 259 million unique visitors, 4.8 billion daily interactions, and over 5 billion search queries per day. Continue reading to learn why you should use Google Ads and how to put the platform to work for your company.
What Exactly Are Google Ads?
Almost every time you see an ad for a company's landing page or product rank as the first, second, or third search result on Google, it is the result of a Google Ads campaign, not just good SEO. A company can pay Google Ads to have an ad displayed to customers who search for relevant terms on Google Search and Maps. Once a monthly ad campaign is established, the company can set an ad-spend cap that Google will adhere to, as well as select target audiences globally or locally. This digital marketing tool is an excellent way for any company to get important messages in front of its target audiences. You will receive measurable results, such as website clicks, while the campaign is running.
Google Ads Types
Search Campaign
Search campaigns are exactly what their name implies. Google Search Campaigns enable marketers and brands to run text ads that are displayed to people searching for specific items or products across Google. Brands and marketers create text ads for search campaigns based on what they want to be searched for. For example, if a brand that sells audio-based products wanted to run a search campaign for a specific item, such as headphones, the search campaign would be designed to target users who were looking for headphones or headphone-related products.
Keywords Are Important
It is critical to creating a keyword list when developing your search ad campaign. Keywords are words or phrases that best describe your product or service and are used to help determine when and where your ad will appear. To help you reach interested customers and match related ad sites, you should choose high-quality, relevant keywords for your campaign.
Furthermore, you can add match types to your keywords to help control which searches your ads can be matched with. Overall, a good keyword list can help your business perform better and avoid higher prices. Poor keyword selection leads to higher prices and a lower ad position.
While creating a list of keywords that will help direct potential customers to your products, services, and website is important, using negative keywords will help you narrow your search even further. Negative keywords allow you to exclude search terms from your campaigns and focus on the keywords that are important to your customers.
When choosing negative keywords for your ad campaign, look for search terms that are similar to your keywords but cater to customers looking for a different product or service. If your company sells eyeglasses, your negative keywords could be "wine glasses" or "drinking glasses." Those terms appear to be related to your product, but you don't want your eyeglasses to appear in a search for a wine glass. Negative keywords allow you to narrow your ads to reach interested customers, but they must be chosen strategically so that you do not reach too few.
Display Campaign
The Display Network makes use of Google's extensive website partner network to display advertisements across the Internet. Your company's advertisement could appear on third-party websites, at the top of a webpage, in the sidebar, or even as a pre-roll before YouTube videos. Google also allows ads to appear on Gmail, its email platform, and within various mobile apps.
Businesses benefit greatly from display advertisements. For starters, Google partners with millions of websites and reaches more than 90% of all Internet users, ensuring that your company's ads reach as many eyes as possible. Display ads have the added benefit of being flexible in terms of style and formatting, which provides variety and allows for A/B testing. Ads can be formatted as a GIF, text, video, or static images.
Display ads not only have different styling and formatting options, but they also come in a variety of types:
Shopping Campaign
A shopping campaign allows retailers to promote their products and inventory visually while also increasing traffic. In the case of headphones, if someone searches the term "headphones," your Shopping Campaign could appear on the search results page for the specific item of your choice. Shopping campaigns provide more information than text or search ads. Shopping ads, for example, include additional information such as a product image, price, title, and store name. Because shopping ads provide more information, retailers can obtain more qualified leads because customers know and understand what they are clicking on.
Video Campaign
Video ads are those that appear on a YouTube video page or as pre-rolls before you can watch the desired video. Although these appear to be display ads, Google allows you to choose video ads specifically rather than more broadly advertising on the Display Network. These ads can appear as skippable pre-roll ads, after a search on YouTube's platform, or as overlaying banners.
Video Action Campaign
Video action campaigns increase conversions while aiming for the lowest possible CPA. These generate several ad combinations that are shown to the appropriate people in the most relevant ad formats.
TrueView for Action Campaign
TrueView for action campaigns includes calls-to-action, headline text overlays, and an end screen for video ads, allowing marketers to direct more traffic to specific areas, such as product pages or websites.
TrueView for Reach Campaign
TrueView for Reach uses skippable in-stream ads to help advertisers reach viewers on YouTube and across the web. These specific ads are designed or optimized to deliver a more unique reach at a lower cost by using Target CPM bidding.
TrueView for Shopping Campaign
TrueView for shopping campaigns requires a brand to have a Google Merchant account activated because it uses a brand's Google Merchant product data to create ads, such as shopping carts, that can appear on video ads.
Bumper Ads With Video Campaigns
Bumper ads, in comparison to other video ads, are short videos with brief messaging about your brand. Because these ads do not allow viewers to skip the video, the messaging in them must be memorable.
Video Ad Sequence Campaign
By selecting the "Product and brand consideration" and "brand awareness and reach" goals in Google Ads, these ads raise awareness of your product or service.
Outstream Video Campaign
Outstream mobile-only ads, which are designed specifically for mobile and tablets, are an excellent tool for increasing awareness. These advertisements may appear on sites other than YouTube.
App Campaign
App ads, like video ads, are part of the Display Network but can only be used for targeted campaigns. Apps generate your text and assets and create the ad for you. The algorithm tests various combinations of these and employs the ones that perform the best the most frequently. App campaigns truly simplify the advertising process for you, making it simple to promote your apps across Google's largest properties such as Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network.
The best thing about Google Ads is that you can test and select what works best for your business through trial and error. Each of the ad variations listed above can help businesses achieve their objectives, depending on the type of attention the business wants to attract, the business' budget, and the products/services they offer.
How Do Google Ads Work?
You may be wondering how Google Ads work now that you know what they are and what types of campaigns are available. To begin, when a company launches a Google Ads campaign, it must specify which of the three following objectives it wishes to achieve:
- Increasing business calls
- Increasing the number of people who visit your store
- directing visitors to your website or landing page
Second, the company must decide whether the ad copy will be distributed globally or to specific local audiences. The following step is to tell Google what makes this company unique by providing images or three short sentences. Google will assist in the creation of the ad copy based on these sentences. Finally, you will set your budget, which Google will use to predict the success of the campaign, and it will go live! With enough time and testing, and as more people click on the PPC campaign ads, your company will be able to meet its budget. Not only will you meet your budget, but the more clicks your PPC campaign receives, the higher your search result rank, bringing you closer to the top search spot on Google.
How Much Should I Invest?
In Australia, the average cost-per-click is between $1 and $2. However, the cost of your specific Google Ad is determined by a variety of factors, including the quality of your company's website and the amount you bid. Here comes the Ad Auction system into play! Simply put, Google's Ad Auction and Ad Rank systems are not reliant on businesses with the largest advertising budgets. Whichever website helps users the most is what places ads higher up on a webpage or makes Google favour them. Your business may see better results with a good website and a good-quality ad than those with higher budgets and CPC.
Why Should My Company Use Them?
Google Ads, which has mobile and desktop capabilities, is an effective way to drive good-fit traffic to your business by optimizing your products and services in Google at the same time ideal customers are making similar searches. With the right campaign, a company's website traffic, call volume, and in-store visits can all increase.
Businesses can also use the data provided by Google Ads to analyze and improve campaigns over time, allowing them to reach more people and achieve all of their objectives. Ads can be tailored to any budget, regardless of the size of the business or available resources, and spending can be paused or stopped at any time.
Not only that, but hundreds of businesses use Google Ads to promote their products, making it critical for businesses to develop campaigns to stay ahead of their competitors. Here are some additional advantages of incorporating Google Ads into your company's digital marketing strategy:
Increased Leads and Customers
Google Ads is one of the most effective lead generation tools. If your campaigns are properly set up, they have the potential to send highly targeted and qualified leads to your website, opt-in form, or other online property. Google Ads also enables a company to target people who are specifically looking for what they want. This means that your company's searches can be continually refined so that only people interested in purchasing your products or services are directed to your websites via this platform.
Possibility of a High ROI
Unlike other marketing strategies, Google Ads requires advertisers to pay only for advertisements that are clicked on. When your Google Ads campaigns are optimized, you can achieve a high return on investment (ROI) that you may not have seen with other strategies. This, however, takes time. To get a better picture of what will work best for your company, you must constantly test and track your campaigns, Google Ads is ideal because it provides all of the data needed to calculate ROI, as well as ads clicked, keywords entered, and cost of clicks.
Learn More About Your Market
Understanding your audience makes dealing with customers and determining what they want much easier. While this is typically difficult and time-consuming, Google Ads provides information about customer habits and requirements that business owners desire. This includes information on the keywords customers use to find your website, their location, the devices they use, as well as the times and days of the week they search. You can use this data to improve your products and services or to fine-tune your marketing efforts so that your money is not wasted on advertising to people who are uninterested in your company.
Google Ads is one of the most powerful advertising tools a business can use, thanks to its reach and authority among other search engines. There are numerous ways to create the best campaign for your company and its audiences, ranging from search campaigns to shopping ads. There is no doubt that you can create a successful marketing campaign for your business by utilizing all of the features Google Ads has to offer.
If you want to learn more about how Google Ads can help your business, contact us today to request a consultation and quote from the BizzDesign team.