Google Ads is an incredible digital marketing tool that has the potential to skyrocket the growth of your business. According to Statista:
Google has 91.5% market share of leading search engines worldwide.
Why is this important? Well, as a world-leading search engine, Google dominates the digital landscape when it comes to satisfying search intent. When someone wants to search for something whether it be a product, service or a general question, Google is the place to go.
What is Google Ads?
Google Ads is an online advertising program run by Google that allows advertisers to create ads and reach interested audiences looking for a particular product or service. As a platform, Google Ads is optimised to support businesses so that when someone searches for a term relating to their product or service, their ad can appear at the top of the search engine results page (SERP).
The program is run by pay-per-click (PPC) advertising, which means that advertisers pay each time a person clicks on one of their ads and this is part of a real-time bidding process. Advertisers compete to have their ads shown for keywords they would like to bid on in order for their ad to appear.
How Is Google Ads Different From Search Engine Optimisation?
Google Ads is run by paid advertising so businesses need to allocate budget towards their ads to be run through the program and displayed on the user’s search results page. This goes hand in hand with Search engine optimisation (SEO), which optimises a businesses’ website, making them more visible to search engines and organic search queries.
How does it relate to your business?
There are a number of ways that Google Ads can help your business depending on your goals and objectives. You can tailor your ads to achieve the goals you are wanting to reach for your business, whether you are an e-commerce business selling products online, a business looking to generate leads by getting users to submit contact information, or even just trying to generate traffic to your website and build awareness.
Whatever your goal is, Google Ads has multiple campaign types that you can choose from. Here’s a quick breakdown:
Search Campaigns
This campaign type displays text ads that appear on a Google Search when users enter a search query into Google. The ads are triggered by keywords that you want to target for your ads to appear when users search for a product or service you offer.
Display Campaigns
In this campaign type, ads are image-based and shown across the Google Display Network which spans across millions of websites, apps and Google-owned properties.
Shopping Campaigns
This campaign type displays products with detailed ads that include images, prices and product descriptions in the Google Shopping results. This is an ideal campaign type for e-commerce businesses as it drives users directly to product sales.
Video Campaigns
Primarily displays video ads on YouTube but also other sites within the Google Display Network and helps to provide engaging, short-form video content.
Performance Max Campaigns
One of Google’s newer campaign types within Google Ads that reaches across all of Google’s channels (Video, Search, Display, Discovery, Gmail and Maps). This campaign type utilises Google’s AI to find customers for the goals you set and serve the most appropriate ad.
Top of the funnel vs. Bottom of the funnel marketing
Google Ads provides you with campaigns that span across the whole marketing funnel, from the awareness stage at the top, down to the conversion stage at the bottom. The Google Ads campaigns can be split up like this:
Top of the funnel: This is the awareness stage of the marketing funnel, designed solely to raise brand awareness and attract a broader audience that may not know about your business. In terms of Google Ads campaigns, Video campaigns and Display campaigns are great campaigns to utilise for this stage of the funnel as they are visual and can be a great way to get your brand out there for those who may not necessarily be searching directly for your product or service.
Bottom of the funnel: This stage is where your customers are already looking for your type of product or service, and they are most likely to convert. Search campaigns, Shopping campaigns and even sometimes Performance Max campaigns are very important campaign types to use at these times.
Although there are different campaign types which can help achieve different goals, often combining different campaign types is the best way to boost your business growth, and choosing campaigns that compliment each other to achieve your desired results. Here at nimbl, we’ll work with you to determine the best campaigns to support your business and achieve your goals.
The Benefits Of Google Ads
There are a number of different benefits that Google Ads provides businesses with which can boost growth. Here are a few of the main ones:
Fast
Results can be achieved very quickly using Google Ads. As the program works as a real-time auction process, you can get your ads up and running straight away and compete with other businesses that may have been around a lot longer in your industry.
Cost-effective
There is a cost associated with Google Ads, however, it is a cost-effective marketing program as you can set your budgets, which minimises wasted spend.
Control
There is a high level of control that you have within the program. You have access to a number of settings and features that allow you to tailor your ads to your brand image and preferences.
Targeting
You can set a wide variety of detailed targeting parameters for your ads in order to reach your audiences. This can include specific keywords and search terms, alongside broader audience segmentation, such as demographics, location, interests and existing audiences (retargeting).
Measurable
As a digital platform, Google Ads is measurable and you can use the insights to improve performance across your campaigns. There are several key metrics that you can use to identify performance enhancements and ensure that your campaigns are getting the best results.
Consistent
Google Ads campaigns can run continuously and uninterrupted when given sufficient budget. With an always-on approach, your ads will continuously compete at the top spot on the SERP page to get the best results for your business.
Pairs well with SEO
Google Ads pairs excellently with SEO. Because the results page is split into paid ads at the top and organic right below it, you can ensure that your business has a dual presence which ultimately increases your overall visibility and targets more search traffic – pushing your competitors further down the page.
Do you need help with digital marketing for your business? Or alternatively, are you looking for a Google Ads Agency to help guide your online strategy? Contact us today to see how we can help your business take the next step in maximising its online presence.
