How Can Google Ads Help You Advance Your Business Goals?
By Jocelyn Van Saun
December 12, 2023
When people search for products or services online, about 92% use a Google-owned site. That’s why it’s important to show up on the first page of the Google search results. However, there’s only so much room at the top of the page. Many business websites don’t make page one of Google based solely on their website content.
Yet even if you don’t capture the top spot in organic search, any business can compete by using Google Ads. Paying for Google Ads can help you get to the top of a landing page in the search results, and in front of your target audience right as they’re thinking about buying, so you can stand out in a crowded marketplace and advance your business goals. How can Google Ads help you advance your business goals? Read on to learn more.
What are Google Ads?
Google Ads, formerly known as Google Adwords, is an online advertising platform where businesses can promote their products and services. Google Ads work like an auction. Companies bid on how much they’re willing to pay for a click on an ad, and the higher the bid, the higher the ad placement in the search results. In industries with a lot of competition, like home improvement and home services, companies will have to bid higher to get good ad placement. Likewise, highly competitive keywords will require a higher bid to place near the top of the search results.
Google Ads have three bidding options:
- CPC (cost-per-click) — the amount paid per click on an ad
- CPM (cost per mille) — the amount paid for one thousand ad impressions
- CPE (cost per engagement) — the amount paid when someone takes a predetermined action with an ad
Google Ads appear on Google’s search engine results pages (SERP), non-search-related websites, and mobile apps, and can be included as video ads within the Google Display Network, which is made up of Google properties like Gmail, YouTube, Google Finance, and others. Over one million companies use Google Ads, so even if a company performs well in organic search, paid ads show up above it on the SERP and push it down the page.
Types of Google Ads
Google offers a diverse array of ad formats to cater to different business goals. Here are some of the most popular types of Google Ads.
- When users look for specific keywords, search ads appear at the top of Google’s results.
- Increasing visibility for high-volume, relevant keywords.
- These visual banners can appear on websites and apps across the Google Display Network.
- Raising brand awareness and reaching a broad audience.
- These engaging ads are shown on YouTube and other video-sharing platform.
- Storytelling or demonstrating products and services.
- Designed for e-commerce businesses, shopping ads display product images and information directly on the search results page.
- Promoting a specific, popular product sold on your e-commerce site.
- These promote mobile apps and are displayed on mobile devices through Google’s Search and Display Networks.
- Driving installs, engagements, and signups for your app.
Local Service Campaigns
- Ideal for local businesses, these ads help potential customers find services near their location.
- Finding local customers searching for products and services like yours.
Benefits of Using Google Ads for Business
Here are some of the many ways that Google Ads can help you advance your business goals.
- Get more brand visibility. Google Ads can increase the visibility of your brand. Your ads appear to users actively searching for products or services related to your business, so you’ll appear in searches for your region. Even if consumers don’t click through, they become familiar with your brand each time it appears on their screens.
- Increase your traffic. Google Ads appear at the top of the page and can be the first result prospects see. Because your company shows up first, your ad will drive traffic directly to your website, exposing paying customers to more information about your products or services and increasing conversion opportunities.
- Target the right people at the right time. By narrowing down your audience based on location, demographics, interests, devices, and other factors, your ad can reach people who are interested in what your business has to offer. Targeted advertising to warm traffic helps save money on marketing and results in a better return on investment (ROI).
- Track the effectiveness of your campaign. Google Ads’ data-based tracking tools provide insights into performance metrics like click-through rate (CTR), conversions, costs, and more. Tracking ad performance shows you how audiences are interacting with your ads so you can adjust your strategy if necessary. Many business owners don’t have the time to dive into the data, but you can partner with paid media pros who can guide your strategy while you concentrate on your business.
- Fit your ad spend with your budget. Google Ads lets you set your budget and only pay when someone interacts with your ad. This control over spending helps ensure that your marketing efforts align with your financial goals.
Home improvement, home services, and healthcare companies can choose campaign types based on their strategy and marketing goals. Selecting the right mix of ad campaigns and strategy gives you the potential to reach and convert people who are already online and looking for what your business has to offer.
How Can A Successful Google Ad Campaign Help You?
Because Google Ads appear in searches for keywords that are related to your business, they can help increase your brand visibility and get your ads in front of prospective customers. If those people click on your ads, they’ll go to your website where you have a higher chance of converting visits into sales. Just having your company name appear at the top of the page gives buyers exposure to your brand and builds name recognition. When they see your company name lower in the organic results, it’s already familiar. Google Ads also provides in-depth data for campaign optimization to help you make informed decisions and remain cost-effective.
Google Ads vs. Social Media Ads: Which One is Better?
Both Google Ads and social media advertising are popular and effective channels to enhance brand visibility and engage with potential customers. Each channel has its merits and can be useful depending on your specific goals.
Google Ads campaigns are intent-driven, reaching users actively searching for products or services. With an average of over 3.5 billion Google searches per day, businesses have direct access to a considerable pool of potential clients actively searching for solutions that their products or services may provide. Local businesses can target even more by optimizing Google Ads for the local area, putting them in front of buyers searching for solutions “near me.”
Google Ads’ pay-per-click (PPC) model is cost-effective since businesses only pay when users click their ads. With the data this platform provides, advertisers can accurately measure ad performance and tweak campaigns for optimal results.
Social Media Ads
Social media ads are well-suited for building brand awareness and engagement. They are designed for interaction and can create a positive customer experience. You can use them to target your audience based on demographics such as users’ interests, behaviors, and location among others.
It’s not a question of choosing between Google ads and social media ads. Rather, businesses should understand that each platform serves distinctive purposes in their overall marketing strategy. Both channels can help advance your business goals, and it can be a smart strategy to use both types of ads, tailored to your business objectives.
Google Ads for Your Business
Google Ads are a powerful tool for generating leads and building buzz around your business. With diverse ad formats, a huge reach, precise targeting, data-driven insights, and a pay-per-click format, Google Ads can be a driving force behind your business’s growth and success in the online marketplace.
To leverage the full potential of Google Ads, it’s essential to craft well-optimized campaigns and continually analyze their performance. The experienced team at Socius Marketing can help you define and implement your Google Ads strategy.
Are you ready to get going with Google Ads to promote your business? See how we can help, contact a Socius representative today for a free marketing assessment.