Google Ads is Google’s online advertising program that allows businesses to create online ads and reach audiences interested in their products or services. Google Ads is run on pay-per-click or PPC advertising. This means that you have to pay a fee every time a visitor clicks on your Google Ad.
You may have heard of investing in Google Ads before, but you may be wondering, why? At Higher Images, we’ve put together our top 10 reasons that we love Google Ads to help you learn more about how it can benefit your marketing strategy.
With Google, there is something for everyone. This includes every business and prospect at each stage of the buyer’s journey. Bidding on broad keyword search terms like “business consulting” will allow you to show your ad to prospective clients at the earlier stages of their product or service research.
This allows you to fill your sales funnel with two different techniques. In one instance, you can use a post-click landing page to capture their information which you can use to send them content that establishes your authority in the industry. If the visitor doesn’t convert, you can utilize retargeting techniques to bring them back to your business until they become a customer.
We also recommend that you bid on long-tail keywords such as “business consulting for accounting firms.” While these are typically less expensive, they have more intent, so they are worth looking into to capture the attention of the audience that is specifically seeking what you offer.
When you need more information, your first instinct is likely to “Google it.” Google has become more than a brand. Google is now a verb and serves as a central hub where most online users go when seeking information, services, or products. The Google search engine experiences over 2 trillion searches per year which is over 5 billion searches per day.
Among these searchers are potential clients seeking the solutions your company has to offer, providing you with an enormous reach for your ads.
In the past, you may have had to jump through a series of hoops to run your ad campaigns and reach as many people as Google Ads can. Those campaigns wasted time and resources that you could have utilized elsewhere in your business. When you purchase ad space with software, also called programmatic advertising, you can start and stop your campaigns while reaching the right people within your budget instantly.
This puts you in total control of your ads and frees up precious time to use in other areas of your business.
Google Ads sets itself apart by allowing businesses to harness the power of the audience’s intent. For example, on social media, people are sharing photos and staying connected with friends, family, and colleagues. They are not typically looking to be advertised too. When you advertise in spaces like this to people who aren’t looking to be advertised to you, the ads are likely to be overlooked.
On Google, people have the intent of finding a solution to their problem. Your Google ads allow you to advertise to someone who is seeking something specific, rather than someone who is scrolling through their news feed.
For some businesses, a click can cost hundreds of dollars, but in most cases, keywords aren’t that expensive. Even if some long-tail keywords are expensive, you can use Ads to put limitations on your maximum bids, daily budget, etc. This means you don’t have to constantly watch your account to avoid spending more than anticipated.
Additionally, you can view a performance graph to see what is working and what isn’t and then adjust your budget accordingly. You can increase the spend on a well-performing ad or decrease the spend on one that is underperforming. You can also stop an ad instantly to prevent wasteful spending.
While SEO is a major part of marketing for the most visited websites, it can take months or years for your well-written, backlinked pages to reach the first position for your targeted keyword search term.
With Google Ads, you gain quicker results than with SEO. You increase your chances of jumping over all the organic results. When you use Google Ads, you don’t need to put in the time searching for backlinks that will boost your page in the search results or comb through keywords on your post-click landing page. By running Google Ads, you can instantly boost your chances of people seeing your business first when searching for your specific product or service.
To help you better understand your ad campaign results, Google lays out the results in an easily understood format. With their analytics dashboard, you can easily access your keywords, budget, clicks, impression, and more. You can go into even more detail with the Google Analytics integration, which allows you to see how visitors to your website are behaving, including what they clicked, where they visited next, and how long they visited there.
Google takes the post-click landing page experience into account when deciding which ads will be seen by prospects. Google defines the post-click landing page experience as the ad’s measure of how well your website gives people who click your ads what they are looking for in a quick and effortless manner.
The post-click landing page is the URL that visitors arrive at after they click on your ad. According to Google, the experience your business offer affects your Ad Rank as well as your CPC and your position within the ad auction.
Ads that point to a website that offers a poor user experience may show up less on google or not at all. It’s important to keep in mind that when a user clicks on your ad, they don’t want to jump from page to page to find what they are looking for. To get your ads seen on Google, you need to have a highly impactful post-click landing page supporting the ad. Message match and focused design will help you maximize your ad spend.
While Google Ads help drive traffic to your website through pay-per-click ads on the search engine results pages, their functionality goes far beyond that. Through Google’s Ad search network, potential customers are seeing your brand name, services or products, and your tagline, even if they don’t click on your ad, bringing awareness to your brand. You can adjust your ad to show it to even more people if brand awareness is a priority for your business.
To help you achieve your marketing goals while maximizing your ROI, there are a variety of bidding strategies you can use:
CPM bidding- CPM “cost per thousand viewable impressions” is the type of bidding that is recommended if you are building brand awareness. With this type of bidding, you choose the amount of money that you want to spend for 1,000 people to see your advertisement. This is available exclusively on the Google Display Network.
CPC bidding- This type of bidding is recommended if your goal is to drive traffic to your website.
CPA bidding- If you are focused on conversions such as purchases, this is the bidding that Google recommends.
These three bidding options allow you to customize whom you serve your ads to help you efficiently reach your marketing goals.
Google Ads provides businesses of all sizes, budgets, and goals with an effective tool for reaching their targeted audience. If you’re interested in Google Ads, Higher Images is the team you need! At Higher Images, there are several reasons to choose our team for Google Ads management:
Experience– Our team is Google Ads certified with many years of experience in managing campaigns. This means your campaigns will be set up and managed effectively from the start.
Managing Approvals or Problems – In some cases, getting your ads approved or using branded keywords may require you to go through an approval process through Google. Our team can help you expedite this paperwork.
Unique Industries – Some industries require additional hurdles to allow you to run Google Ads. These include Locksmiths, Plumbers, and Garage Door companies. We have the knowledge and the tools to get your business in compliance and running on ads in these industries.
Contact Higher Images today to learn more about Google Ads.