Why use Google Ads and Paid Search?
Over the years, with the transformation of marketing from traditional to digital, more and more businesses have made the switch, transforming and embracing digital, resulting in the internet becoming highly cluttered with intense competition. Apart from businesses, even consumers increasingly rely on the internet to make their purchasing decisions. According to Google, advertisers make $8 for every $1 they spend on Google Ads. So, there are a few reasons why you’d want to consider advertising on Google.
Need another reason? Your competitors are using Google Ads (and they might even be bidding on your branded terms). Thousands of companies use Google Ads to promote their businesses, which means that even if you’re ranking organically for a search term, your results are being pushed down the page, beneath your competitors.
Google AdWords is a powerful marketing tool used to assist you in displaying ads to promote your products or services online. Google processes hundreds of millions of searches per day, so it makes sense to create simple, effective ads and display them to people who are already searching online for information related to your business.
The integration of paid search marketing within your marketing efforts will have a wide benefit for all types of businesses. Put simply, AdWords offers precise targeting and measurability, as well as tremendous reach and it’s possible to achieve a high ROI on a large scale.
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A few reasons to start using Google Ads.
- With Google AdWords, brands can advertise to the audience when they are researching their product category in the search engine much more quickly than initiating SEO practices. Advertisers can also increase their audience size by targeting people on other websites through the Google Display Network. Thus, brand awareness is one of the most common benefits of Google AdWords
- AdWord's outrank share report shows that most of the times this competitor of yours outranks you on Google. With Google AdWords, you can choose “Target Outrank” automatic bidding strategies to adjust your bid to outrank the specified competition in the auction. Outranking the competitor’s Ads can be referred to as one of the most essential benefits of Google AdWords.
A few terms you need to know:
Conversion Rate (CVR)
Conversion rate is the measure of form submissions, as a proportion, of total visits to your landing page. In simple terms, a high CVR means that your landing page presents a seamless user experience that matches the promise of the ad.
Click-Through Rate (CTR)
Your click-through rate is the number of clicks you get on your ad as a proportion of the number of views your ad gets. The higher the click-through rate the higher the quality of the ad, which matches search intent and targets relevant keywords.
Extensions
Ad Extensions allow you to supplement your ad with additional information at no additional cost. These extensions fall under one of five categories: Sitelink, Call, Location, Offer, or App; we’ll cover each of these ad extensions below.
Display Network
Google ads can be displayed on either search results pages or a web page within Google’s Display Network (GDN). GDN is a network of websites that allow space on their webpages for Google Ads — these ads can be text-based or image ads and are displayed alongside content relevant to your target keywords. The most popular Display Ad options are Google Shopping and app campaigns.
Extensions
Ad Extensions allow you to supplement your ad with additional information at no additional cost. These extensions fall under one of five categories: Sitelink, Call, Location, Offer, or App; we’ll cover each of these ad extensions below.
Keywords
When a Google user types a query into the search field, Google returns a range of results that match the searcher’s intent. Keywords are words or phrases that align with what a searcher wants and will satisfy their query. You select keywords based on which queries you want to display your ad alongside. For example, a searcher that types “how to clean gum off shoes” will see results for advertisers that targeted keywords like “gum on shoes” and “clean shoes.”
- Negative Keywords are a list of keyword terms that you do not want to rank for. Google will pull you from the bid on these keywords. Typically, these are semi-related to your intended search terms but fall outside of the realm of what you offer or want to rank for.