Google Ads, formerly known as Adwords is one of the most popular as well as effective ways of online advertising. This is due to Google Ads being able to bring in an impressive return of investment (ROI) if constructed properly to its full marketing potential. I strongly recommend small start up businesses and big enterprises to be invested in Google Ads and below are my top 5 reasons to justify this.
What is Google Ads?
Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements only to interested individuals who are looking for that specific product or service. This includes service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.
The Google Ads platform runs on pay-per-click (PPC) advertising, therefore you have to pay every time a visitor clicks your ad. While this might sound like a waste as you have to pay every time someone clicks your ad, your ad campaigns can be greatly targeted, only displaying it to audiences who are highly interested and ready-to-buy.
Google Ads are usually displayed in in Google search in positions 1-4, with a little “ad” symbol on the left of the ad text.
1. Google Has a Huge Reach
As you may or may not already know, we use Google for everything. Any questions or queries you may have, jump on Google and you will get a 1000 results in 0.01 seconds. This means if you are advertising on Google, chances are you will get the biggest reach to an audience you can get in the advertising world.
Google actually receives over a whopping 5 billion searches per day on a global basis. This is why advertising on Google is crucial for your business as if you are able to answer one of these 5 billion queries as a service or product, it is very likely that users will click on towards your website for more answers.
2. Fast Results
In comparison to Search Engine Optimisation (SEO) which is still a very powerful marketing strategy, Google Ads provides near instant results. Building your website’s authority through SEO techniques such as backlinks can take years of work to get you to the top of Google’s search results page. This is aggressive SEO which can be very expensive and some businesses may never be able to accomplish these results.
Now that’s when Google Ads comes in, a campaign can take up to 3 days to set up including keyword research and ad copywrite plus 3-5 days of ad learning stage and boom! You are in the top 3 positions of Google when a query is searched which relates to your ad.
3. High Intent
Unlike other forms of advertising, the reach of audience has a high intent as they are actually looking for your services/products.
On social media, for example, people aren’t looking to be advertised to. They’re not looking for solutions to the issues that plague their everyday lives. They’re looking for baby pictures and vacation photos and family updates. And when you advertise to someone who doesn’t want to be advertised to, there’s a better chance you get tuned out.
On the other hand, when a prospect makes a search on Google and your ad appears on the search results page due to it being relatable to their query, there is a higher chance they will click through as they already have an interest.
When your ad appears you are helping them answer the question or showing them what they’re looking for as opposed to throwing unwanted ads in their face as you interrupt them browsing through their socials.
4. Full Control Over Your Campaign
Google Ads is extremely user friendly when it comes to controlling your campaign in terms of start and finish date, budget, running hours etc.
In my opinion, the most regarding advantage of Google Ads is that you can allocate any budget which suits your specific financial situation. You are not limited to any spend and it can always be adjusted (instantly). Say for instance, if you are a plumber and your conversions are coming through non-stop and you simply cannot take any more work at the moment, you can reduce your budget or even turn the ads off altogether.
You are able to adjust your highest cost-per-click (maximum bid) so that you are not competing against other businesses, ultimately chewing most of your budget. It is extremely flexible.
5. Easy to Track & Understand
Google has made it very simple for you to track every single thing that happens in your Google Ads Campaign, all the way from how many clicks, impressions, conversions on the website, phone calls and so on. Tracking is crucial as if you do not know what is working and what isn’t, you will never be able to improve it.
I strongly suggest implementing Google Analytics for any Google Ads campaign no matter what size. This will enable you to track exactly what users are doing on your site, what they’re clicking and even how long they are spending on each page.
Furthermore, your campaign optimisation score will let you know exactly what you can do to reach 100% score and have a well-ran ad which will bring in quality conversions. For instance, if your score is 80%, Google Ads may indicate you need better keywords or more Ad groups, making it very easy for you to maximise your campaign’s potential, ensuring your budget is well spent.