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Modern technology is both a blessing and a curse for business management. On the positive, the internet makes it possible to market your business, convert customers, and achieve sales worldwide. At the same time, this technology broadens your competition, and it becomes more challenging for you to be found by prospective customers. Since 90% of internet searches are completed on Google, using Google Ads to promote your products and services can be a very effective way to market your company. The potential of Google Ads for businesses is well within the scope of any size company to attract new customers and maximize revenue. Google Ads supplements your online advertising strategies to drive traffic to your website, enhance brand visibility, and boost conversions.
The Potential of Maximizing Google’s Search Engine
Most consumers use Google searches to find information to solve problems and businesses to purchase goods and services. Reaching those consumers is one of the best ways to promote your company online.
Google Ads takes advantage of potential customers searching for keywords relevant to your offerings on Google search. Google’s expansive reach makes implementing a Google Ads strategy a catalyst for exponential business growth. It levels the playing field of online marketing, enabling businesses of all sizes to reach their desired audience cost-effectively and efficiently.
What are Google Ads?
Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when a potential customer clicks on your ad. This cost-effective approach allocates your marketing budget only to successful interactions.
There are two different ways searches see Google Ads, and you can pick one or both of these types of ads to promote your business: the Search Network and the Display Network.
The Search Network allows businesses to display text ads on Google’s search results page when users search for relevant keywords. You will see these results at the top of the search as “sponsored” listings.
The Display Network enables businesses to showcase visually appealing display ads (typically images or banners) on numerous websites participating in the Google Display Network.
Other types of Google Ads:
There are a few more ways you can take advantage of Google services to promote your products or services online. For example, Google Shopping is another facet of Google Ads, catering to e-commerce businesses by displaying products directly in search results, complete with images and prices. These are known as Shopping Ads, which offer a visually compelling advertising approach with the potential for higher click-through rates. If you search for a product online and click on the “shopping” tab, you’ll see opportunities to go directly to websites that sell the product.
YouTube advertising is another distinct network within Google Ads, with its inventory that requires specific campaign types and video creative. While separate from the Search and Display Networks, it’s still an advertising network owned and operated by Google.
A crucial aspect of running successful Google Ads campaigns is aligning them with SEO (search engine optimization) strategies. By targeting the same keywords in both your Google Ads and SEO efforts, you maximize your visibility on Google’s SERP (Search Engine Results Page), enhancing your chances of attracting potential customers.
The Mechanics of Google Ads
Google Ads operates as a “real-time auction system.” That means you set the maximum amount you’re willing to pay for an internet searcher to click on your ad. In addition, Google calculates a “quality score,” which is a measure of your ad’s relevance to the keywords and the quality of the landing page, along with a few other factors. When a user enters a search query, Google selects a set of ads from its advertisers to display on the search results page. The amount of your bid, combined with your quality score, determines where your ad will be placed or the “ad rank.”
At the outset, it seems like paying per click can add up quickly. However, you have several tools to manage your expenses. First, note that you only pay if someone clicks on the ad. By setting good keywords, including effective content, and using quality graphics, you can help consumers qualify your product or service before they click. Second, you can limit your daily spend so you can view results day-by-day and make adjustments to refine results.
The Importance of Ad Copy
Google Ads are short and to the point. Compelling ad copy is pivotal in these campaigns. It’s your first opportunity to communicate your value proposition to potential customers, so it must be engaging, relevant, and clear. Catchy headlines and descriptions highlighting unique selling points or special promotions are essential.
Ad position plays a significant role in ad effectiveness. High-ranking ads are more visible, attracting more clicks. Remember, Google uses its calculated quality score and auction bid to determine ad position. High-quality ads—with persuasive ad copy, relevant keywords, and a proven click-through rate—often cost less and rank higher, leading to higher conversion rates.
What is the Google Display Network?
Internet marketing becomes exceptionally powerful when you optimize the Google Display Network. The Google Display Network encompasses over two million websites, videos, and apps where your ads can appear, reaching over 90% of internet users worldwide. If selected as an option, image-based Display Ads show up on this network based on demographics, interests, or specific websites they visit within the Display Network. They are ideal for building brand awareness, retargeting, and reaching potential customers as they browse online, use mobile apps, or watch YouTube videos. Remarketing can also target users who have previously interacted with your site, further engaging them and encouraging conversion.
The Significance of Landing Pages
It’s not just the ad but where the click sends the searcher that determines your success. Once a potential customer clicks on your ad, they are routed to your landing page. This page is critical for campaign success, as it’s where conversions occur, such as purchases, sign-ups, or downloads. To optimize for conversions, your landing page should seamlessly continue the messaging from your ad, be easy to navigate, and have a compelling headline, clear copy, appealing visuals, and a solid call to action. It must also be mobile-friendly, load quickly, and offer an excellent user experience to minimize bounce rates and maximize engagement.
Why Keywords are Core to Online Advertising
Keyword research and selection are fundamental for a successful Google Ads campaign. Your chosen keywords should align with your target audience’s search terms when seeking products or services like yours. This involves selecting relevant keywords, target keywords, and identifying negative keywords:
Relevant keywords are directly associated with your business and offerings; the phrases users are expected to input when searching for your product or service. For example, “Attorney in Bend, Oregon.”
Target keywords are specific to your campaign goals, addressing promotions or seasonal offers. For example, “Black Friday sales for air fryers.”
Negative keywords are terms for which you don’t want your ad to appear. For example, a florist might exclude terms like “rose diseases” or “artificial flowers.”
Google Ads offers various match types, allowing control over how closely search queries must match your keyword. Google’s “broad match” feature is designed to reach a wide audience by searching for closely related terms, while its “exact match” setting triggers your ad only for precise keyword usage. Tools like Google Analytics provide valuable keyword insights to refine your keyword list.
Pinpointing Your Audience
The best advertising isn’t effective if it’s not reaching the right people. Understanding your target audience is critical for a successful Google Ads campaign. With the help of your marketing professional, you need to identify potential customers, their needs, and how your product or service fulfills those needs. Google Ads offers several targeting options, including demographics, location, interests, and search behavior. The more precisely you define your target audience, the more efficient your ad spend will be, resulting in a better return on investment.
Are Google Ads Suitable for Small Businesses?
Yes! Companies of all sizes benefit from Google Ads for businesses for several reasons. Even if your business consists of a single location with primarily local sales, we can create an affordable online marketing campaign to bring new business to your doorstep.
That being said, one key advantage is the ability to target specific demographics and geographical areas. Whether a local business serving a particular city or a small online retailer aiming for a broader audience, Google Ads can help you reach your potential customers precisely and efficiently. Ads can be refined to searches from a particular city or as broad as entire countries.
For e-commerce businesses, Google Shopping presents a significant opportunity. This service allows users to search for products and compare prices from various vendors. Listing your products on Google Shopping can significantly increase your visibility and potential customer reach as a small business.
Local businesses can further benefit by integrating their phone numbers into their Google Ads, allowing customers to contact them directly from the ad. Linking your social media profiles to your Google Ads can also foster trust and build a sense of community around your brand, enhancing your overall digital marketing strategy.
How do you get started with Google Ads for businesses?
The good news is that you don’t need to understand all the mechanics behind Google Ads for businesses. Our staff at Paradux Media can do it for you. By working with our marketing professionals, we’ll seek to understand your products, services, and target customers to identify your company’s best online advertising opportunities. Contact us today to learn more and get started on the road to success.