Google AdWords (now known as Google Ads) makes it easy to create online campaigns that can deliver great leads for your business. Google Ads has changed a lot since it was first launched 18 years ago. Now Google Ads helps businesses connect with people via Google Search as well as more steps of the consumer journey through display, video, and text ads.
If your business hasn’t started using Google Ads, here are seven major benefits of starting a Google Ads account.
Google Ads works faster than SEO
If your business has tried to improve your onsite SEO, you’ll know that it takes time for those changes to take effect. The biggest benefit of using Google Ads is that generating more leads and traffic is (almost) immediate.
Google Ads allows you to:
- Focus on multiple keywords at once
- Turn your campaigns off or on whenever you want
- Get immediate visibility on your ads at the top of the page
While organic search traffic is great and we recommend working on your SEO, it can take six months or more to see a significant increase in website traffic and get your site to the top of search results. With Google Ads, it’s easier to get your ad at the top of the page taking into account your budget, competition, and quality score.
Search engine optimization is a long-term process. To rank for a particular keyword takes persistence and constant work. Google Ads is a great short-term way of driving traffic to your site.
Google Ads helps to increase brand awareness
In the addition to the clicks on your Ad, Google ads are a great way to increase brand awareness. Search ads are thought to raise the top of mind awareness for brands by about 6%. In the survey, consumers were able to remember the brands that appeared at the top of Google search results better than other brands when they were asked to recommend a brand from a certain category.
Appearing at the top of the page in search results is great for brand recognition. The more people see your brand, the more familiar they are with what you sell and the more trusted you become. Becoming a brand that people search for by name will help your SEO rank improve too.
Get straight into your customer’s inbox
One new development of Google Ads is that it’s now integrated with Gmail. In 2015, Google integrated Gmail ads with Google ads. These ads now appear at the top of a person’s email inbox and are a great way for smaller businesses to make their budgets go further.
Gmail ads appear in the social and promotion parts of Gmail and are cheaper to run than search ads. Many businesses aren’t aware of how effective Gmail ads can be for reaching your target audience. But it makes sense. Email marketing is one of the most effective forms of digital marketing.
Retarget your website visitors and get them to buy
Every website has visitors that window shop but doesn’t buy. One of the best things you can do is target these visitors when they aren’t on your website. Display ads are an effective way of retargeting virtual window shoppers.
On the Google Ads display network you can choose to remarket to visitors of a page who did not make a purchase. If you’ve ever added a product to your cart, then seen those same products readvertised to you in a display ad then you’ve been remarketed to.
While many people know about this strategy, did you also know you can retarget potential customers on the Google Search network?
Remarketing Lists for Search Ads (RLSA) allows you to add keywords to a campaign and remarket to customers based on their search query keywords. Google ads will match the users’ search with the keyword and the remarketing list.
Since these potential customers are already familiar with your website, there’s a high chance they will convert to a lead when they see your remarketing ad.
Accurately measure your performance
Google Ads makes measuring progress and performance easy. It can be nearly impossible to measure the impact of traditional advertising. When you run an ad in a newspaper or on a billboard you only know the average number of people who drive past or view the newspaper, not the number of people who then go on to buy your product.
With Google ads you have more control over your budget and get precise feedback on how many people have seen, and responded to your ad. Google Ads can tell you:
- The demographic of people clicking on your ad
- How many leads have been generated
- How much traffic goes from your ad to your website
- Which keywords are generating the most leads and traffic
- How much does it cost you per lead
Being able to accurately measure your performance allows you to understand which ads are working for your audience and which aren’t. You can use this information to tweak your campaigns and make them stronger every time.
Reach a wider range of people than any other type of media
Google is the biggest search engine in the world and one of the biggest forms of marketing. Even an ad in Time Square or during the Superbowl can’t reach the same amount of people using Google’s search engine.
Google is now so big it’s become a verb. To ‘google’ something is now an accepted term you can look up in the Dictionary.
For many people, Google is the first place they go to find answers. There are around 5.6 billion searches done every day. That adds up to around 2 trillion Google searches every year. No other marketing platform has that kind of reach.
Target people who are already ready to buy
With most other forms of marketing, potential customers might not be looking to buy right then and there. For example on social media, people are looking to scroll through photos or updates from friends and family rather than be advertised to.
User intent and user experience can affect the likelihood of someone clicking on your ads. If you’ve ever wondered whether Facebook or Google is better for advertising, Facebook ads can be really effective for the awareness stage of advertising but Google Ads target users that have a purchase intent.
In contrast, on Google, most searches are done by people who are looking for a solution to a specific problem. Their intent is often to buy or to gather information about a product or service.
Whether you are a service-based business or sell products, your business provides your customers with solutions to their problems. By advertising on Google Ads, you’re already one step ahead of other forms of advertising. You’re not advertising to people who don’t want or need your product. Instead, you’re advertising to people who have a specific problem and need a solution.
That’s what makes this platform so great for advertisers. Your potential customers are often ready to buy. And if not, they are often ready to learn about your product and begin educating themselves on how it can help solve their problem.
By using Google Ads, potential customers have already taken the first step in the marketing funnel – awareness. They know they have a problem and are already looking for a solution.
Using Google Ads lets customers come to you. You can then educate them about your product and show them how you solve their problems.
How do I get started with Google Ads?
At Ambitious Digital we have the tools, skills, and experience you need to get your Google Ad account set up correctly and turn your clicks into conversion. Book a 30-minute consultation now to see how we can help convert your Google Ads traffic into paying customers.