When you want your business to get noticed, Google search ads are a great place to start.
Google Ads — formerly called Google AdWords — are the ads that appear at the top of the organic search results for relevant keywords. Google Ads work very similarly to the way the organic search results work. When someone enters a keyword into the search bar, Google runs an algorithm — called Auction – to determine which ads to display.
Whether you’re building your business from the ground up or you’ve been established for years, if you’re not getting the kind of online visibility you need to grow your business and reach your goals, Google Ads are a great option.
If you’re not currently taking advantage of Google advertising, there are many reasons why you might want to start.
5 Reasons Google Ads Are a Great Way to Get Noticed
#1. They work faster than SEO.
Search engine optimization (SEO) will help you rank organically for relevant keywords for your business much like Google Ads can, but, unlike Google Ads, you don’t have to pay for every click you get with SEO. This is why SEO should be a focus of every business; however, SEO isn’t a recipe for short-term success.
There are a lot of different aspects of an effective SEO strategy, but it’s important not to get too caught up in the weeds when it comes to the technical side of things. In general, the most effective way to go about SEO is with three basic things — keyword research, linking, and content. But, even with these basics down pat, your business probably won’t rank on page one for relevant keywords overnight.
SEO takes time; it’s the long-game. And, while you’re waiting for your business to start moving up in the rankings, a great way to get your name out there in the meantime is through Google Ads.
#2. They increase awareness of your brand.
There’s a well-known marketing adage that says that someone needs to see your brand and/or hear your messaging seven times before they’ll take action. That number certainly isn’t set in stone and won’t apply to every business, but the lesson is succinct — the more times people are exposed to your brand, the more likely they are to trust it. If your business isn’t as well known as you’d like it to be online, it can be difficult to get your name out in front of people that many times. Google Ads can help!
Google Ads can be a powerful tool for increasing brand awareness with a brand engagement campaign. These campaigns help to increase awareness by increasing the number of interactions people have with your brand, building a greater number of positive associations with your brand, and connecting your brand with your target audience.
#3. They make it possible to retarget your prospects.
Let’s say someone finds your website online through one of your Google Ads. They spend several minutes looking at a product on your website — a pair of limited-edition sneakers, for example — and then they leave. With Google Ads, you can retarget that same prospect with advertisements for the sneakers in question.
That same old rule of sevens marketing adage comes to mind once again. The first time the prospect looks at a product or service on your website, they might not be ready to pull the trigger yet. However, after being exposed to the product or service again and again in retargeting ads, they’re more likely to be convinced.
Some business owners think retargeting ads are too pushy, but it’s important to think of them as more of a reminder that your product or service exists rather than a push to buy. Those same business owners might be surprised to learn how incredibly effective retargeting ads are. Believe it or not, visitors to your website who have been retargeted have a 43 percent higher chance of converting!
#4. They allow you to target specific demographics, groups, and locations.
Before the days of digital marketing, businesses spread the word about who they were and what they did through outbound marketing strategies, like billboards, television commercials, radio ads, newspaper ads, etc. Outbound marketing is a powerful way to get your brand in front of a wide audience, but only a small percentage will actually want or have a need for what you have to offer. With inbound marketing, on the other hand, your advertising dollars go toward people who are actively seeking out what you have to offer.
With Google advertising, you can go even further than most inbound marketing strategies by targeting specific locations, groups, and even demographics. Geotargeting can be as broad or specific as you need it to be with Google Ads. Whether you want your ads to only show up in a specific city, a 20-mile radius around your office, or even people who are on one specific street, you can do so with Google Ads.
Stop paying to advertise to everyone; start advertising to your specific target audience with Google Ads!
#5. They are very measurable.
Not only does the fact that Google Ads allow you to target very specific groups of people and locations give them a leg up on traditional, outbound forms of marketing, but they are also much more measurable.
Think about it. With a newspaper ad, it’s incredibly difficult to understand how effective it is and what you could do differently to make it better going forward. There’s no way to tell how long people looked at the ad, or if they just passed it by. The only hope you have of actually figuring out how effective the ad was is to survey your customers about how they found you. But, with Google Ads, all of that has changed.
Google Ads are very easy to measure, and Google provides plenty of data to help you make the right decisions about your ads, and to help you make the right choices about your marketing budget.
In conclusion, Google Ads may not be the most cost-effective, long-term option for your business, but it’s a great way to get your name out there in the short term. Learn about how Marketing 360® can help you get your name out there with Google Ads today!