For any business, getting spotted on Google search pages can dramatically change how they interact with clients. Without proper setup or using a Google Ads agency, it can be difficult to know how to move forward. Making the wrong choices can affect your click-through traffic as well as waste crucial marketing dollars. A quick breakdown of Google Ads should help you take advantage of this powerful tool to bring more attention to your brand.
What is Google Ads?
As the most widely used search service in the world, it makes sense that Google uses in-house software to advertise on its results pages. Businesses can leverage that software to help get more eyes on their brand, giving them a strong foothold in the market. Since Google Ads results in twice as many site visits than SEO alone, companies using the software definitely have an edge over those trusting to manipulate the algorithms.
The Google Ads program uses pay-per-click, or PPC, advertising in which a business pays Google each time their ad is clicked. Because these ads show at the top of searches, they are much more likely to be interacted with than other SEO-based offerings lower down the page. When working optimally, these click-through costs are negligible since the traffic will pay for itself when the customer interacts with your landing page or virtual storefront.
Knowing the Networks
As a search engine aggregate, Google Ads has a lot of sites at its disposal. Called the Google Display Network, a great Google Ads agency will know the best way to utilize this library to great effect. The types of services your company can target include:
- Search Ads: The most common PPC method, search ads allow your marketing to appear at the top of search results with a black “AD” marker attached. This lets your brand reach customers who already have are intending to make a purchase.
- Shopping Ads: Appearing on Google’s shopping pages, these ads allow customers to buy directly from the provided marketing link, making purchasing even more fluid for prospective patrons.
- YouTube: Advertising on YouTube is a great way to reach a passive customer base as well as expand your audience to a demographic that may never have encountered your brand before.
- Display Ads: Google’s Display Network places your ads and banners on a number of different pages, reaching a much broader audience than search targeting alone. These passive ads are best used in conjunction with other marketing methods.
Understanding how to work with the Google Display Network can get your ads in front of a lot of eyes, giving you a huge return on your marketing investment.
Banking on the Bullseye
One of the biggest advantages of using Google Ads is how targeted your ad campaigns can be. If there’s one thing that Google is great at, it’s collecting data. Using the service will let your marketing team focus on particular areas more closely than ever before.
Placement Targeting
Industry-specific websites are great options for your passive advertising. A Google Ads agency can look through the database and find similar services and pages that customers may land on when looking for a particular product.
Topic Targeting
Instead of pages themselves, topic targeting allows you to focus on particular trends and subjects. Because your team won’t be able to go too in-depth into the topic’s nuances, it’s possible your ads may be poorly placed. As such, it’s best to combine this method with other options.
Contextual Targeting
The most common method, keywords are used to help link your ads with particular pages and search results. Consult with a reputable Google Ads agency to help find the keywords and phrases that will get the right people looking at your products.
Interest Targeting
Instead of focusing on pages and search results, interest targeting lets you zero in on particular demographics and shoppers themselves Using cookies and other user data, Google can place your ads in locations where your preferred patrons are sure to spot them.
Seeing the Results
As a PPC advertiser, you’re going to have a lot of data at your fingertips./ Using that information will help you not only restructure current advertising campaigns but better prepare your marketing department for upcoming events as well. There are a number of PPC metrics that your team can examine, including:
- Sales Lift
- Return on Ad Spending (ROAS)
- Profit and Return on Investment (ROI)
- Revenue
- Click-Through Rate
- Conversion Rate
- Cost-Efficiency Metrics (CPCs, CPMs, and CPVs)
Consult with a Google Ads agency to help you define your overall advertising goals as well as create key performance indicators (KPIs). These numbers can make your marketing strategy much more effective and get you even more worthwhile data in the future. By combining the different marketing types and leveraging user data to your advantage, your business can optimize its virtual footprint easily. Partnering with a Google Ads agency may give you the boost you need to optimize ads and make your marketing strategy even more effective!