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22/07/2020 | SEO & SEM | 5 minutes
If you’ve considered using Google Ads in the past but have yet to take the plunge, you could be missing
out on one of the most valuable ways to advertise your business.
It is believed that 3.5 billion searches per day are carried out on Google (Internetlivestats, 2019). With so many users and so many searches, surely it makes sense to start capitalising on this and to get
started with advertising on Google.
When you carry out a search on Google, you may have noticed ads appearing above the organic search results - these are Google Ads.
Advertisers bid on certain keywords to display their ads in the search results. In the example below, when I search for ‘google ads agency’ I can see that there are a number of advertisers bidding for this keyword.
As we know from SEO, being at the top of the search results is considered the holy grail, and with Google Ads taking up so much real estate the SERPs now’s the time to get involved.
Did you know you can target your ads to people with specific interests so only select audiences will see your ads? This is great if you’re looking to advertise to a particular audience, and having this level of targeting is just one of the many reasons advertisers see great ROI from their ad spend.
Additionally, ad targeting goes even further than this - you can target various keywords (you’ll need some sound keyword research to choose the best ones though), location, age, gender, what device is being used - you can go incredibly deep with Google Ads targeting.
Don’t let worries of unexpected bills put you off Google Ads - you can set your budget per day, per month, or even per ad which gives you full control and total flexibility over your ad spend. Just in case you weren’t aware, you will only pay when someone clicks on your ad (this is how Google makes their money as well).
If you rank well organically for a number of keywords - that’s amazing, but doing so can take a considerable amount of time in combination with a number of on-page and off-page SEO strategies. Google Ads can be a great way to appear at the top of the search results with relative ease in a short time frame. This makes it the perfect choice for those wanting instantaneous results.
Keywords are very important here. They are essentially the foundation of your campaign, so you need to ensure you're targeting the best terms in terms of low competitiveness but high monthly search volume. Once you garner more data, you can see what keywords are converting the best so you can focus your efforts on those.
As aforementioned, you can start appearing in search results almost instantly, and this is a great way to leverage yourself against your competition. But what if my competitors are using Google Ads as well? In that case, it comes down to what keywords they're bidding on, how much money they’re bidding for the keyword, and how optimised the ads are.
Sometimes the top spots are fiercely competitive, but can you really afford not to be using Google Ads when your competitors are?
You can track a number of different conversions in Google Ads. For example, if you wanted to track product purchases, enquiry form submissions, or even, visits to a promotional landing page, you can easily set these up.
We’ve seen first hand a number of businesses that have had increased conversions, better quality leads, and more website traffic as a result of Google Ads. If you have a goal in mind, Google Ads is a great place to make things happen.
You can set up different conversion tracking and then continually test different techniques to see what is better at achieving results. With Google Ads, data is your best friend, and you can easily report on what's working and glean insight into more opportunities. You can even link Google Ads with Google Analytics which will give you even more insightful data.
Google Ads are a great means of boosting ROI, but to benefit from a maximum ROI, your ads need to be optimised. Many people fall into the trap and just expect results straight away, but you really need to optimise your campaigns to benefit from getting the most bang for your buck.
It’s scary how big Google is and how much of a role it plays in our everyday lives. It’s the biggest search engine out there, so imagine the scale of advertising that's possible with so many users.
Google Ads is a fantastic way to get your brand noticed and get your name out there to the masses. If you combine good organic visibility with Google Ads you will really notice a measurable difference to your business objectives.
I hope you have found these benefits useful and hopefully it's inspired you to give your first campaign a go if you haven't already done so.
In order to be successful, Google Ads requires careful management, monitoring, keyword research, and ongoing optimisation. Our team of Google Ads Certified Professionals will work with you to tailor your account, ensuring your campaigns are set up to target the areas of your business that you require return from. Get in touch today to find out how we can help get you started with PPC.