Google Ads: What Every Business Needs to Know

Google Ads, formerly known as Google AdWords, is one of the most powerful marketing tools available to businesses today. If you want to advertise your products or services online, you can’t afford to ignore its ability to build brand awareness and generate leads.

According to a 2017 report from Google, businesses that use Google Ads typically make double their investment on the platform. Today, many businesses turn to marketing agencies that specialise in Google Ads to manage their campaigns and maximise sales.

Google Ads Explained

Google Ads is an online advertising platform developed by Google, where businesses pay to display short advertisements within the Google Ad network to web users. Once you have set up a Google Ads campaign, your ads will appear at the top or bottom of Google’s search engine results pages.

As well as appearing on Google’s search results pages, Google Ads also show up on Gmail and partner pages like YouTube, so they can provide any business a steady stream of traffic and leads. In 2017, it was estimated that around 20 percent of all Google users click on text ads.

How Do Google Ads Work?

When setting up Google Ads, you start by writing an ad that tells people what your business offers, and choose keywords that potential customers might use in their Google search query. After setting a daily budget, your ads will be ready to go live.

When somebody is looking for something using Google’s search engine, Google matches the query with the most appropriate ad based on a variety of factors, including keywords and ad relevance. Depending on your budget, your ads will either appear at the top of the results page or above/below the organic listings. A small “Ad” badge will also appear before the URL.

You only pay once someone clicks on your ad, which explains the term ‘pay-per-click’ (PPC) advertising. The pricing for your ad depends on how competitive your search terms are.

Once your ads are live, you will receive reports based on how your ads are performing, allowing you to make adjustments whenever it’s required.

What Are the Benefits of Using Google Ads?

There are six major benefits of using Google Ads:

1. Google Ads Are Scalable

One of the biggest advantages of Google Ads is that you remain in control of how much you spend. You can run ads for as long as you want and increase your budget when necessary to improve return on investment.

2. Google Ads Are Targeted

You can customise campaigns according to audience demographics, location, time of day, device type and more. By allowing you to be specific with your targeting methods, your business will be exposed to highly relevant prospects, ensuring that the users who click on your ad are more likely to convert into customers.

3. Google Ads Are Measurable

Unlike SEO and social media marketing, Google Ads are more transparent. You’ll get access to metrics that show you which ads have higher click-through rates and conversions.

4. Google Ads Work Faster Than SEO

It can take months to see results from SEO. With Google Ads, you’ll start getting traffic almost immediately.

5. Google Ads Traffic Can Convert Better Than Organic Traffic

Studies have shown that paid search traffic converts better than organic traffic as search boasts approximately double the conversion rates.

6. Google Ads Can Give You the Competitive Advantage

Your ad can appear above the organic listings of your top competitors, or be visible alongside competitors who also use paid ads.

Getting the Best Results from Google Ads

Here are five ways to maximise the performance of your Google Ads:

Know your goals
Define what you really want to achieve from your paid ad strategy. You can then measure the results over time.

Know your audience
The more specific your ads are, the better. Who is your ideal customer? What are their challenges? What do they really need?

Bid on the right keywords
It’s essential to thoroughly research your market in order to discover which keywords have less competition, ensuring you’ll pay less in the long run.

Optimise your ads and landing pages
Make sure your ads stand out by using compelling headlines and emotional language. Create landing pages that are easy to navigate and have clear calls-to-action.

Track results by monitoring click-through rates and conversions
If a campaign isn’t giving you the results you hoped for, you have the freedom to change and test it again.

The Bottom Line

Google Ads is one of the best tools businesses can use to attract website visitors, generate quality leads and drive sales.

If you’re new to Google Ads, it’s best to start off with a smaller budget and promote your best-selling products. Once this is working, expand your budget to incorporate your other offerings.

If you need help managing your paid advertising campaigns and want to ensure a positive return on investment, our team can help. We offer packages that will cater to the specific needs of your business.