As a business owner, growing your business always remains your biggest priority and concern. Marketing plays an important role in growing your business by spreading awareness about your business, building your brand and inspiring more and more customers to explore and buy the products/services offered by you.
Compared to traditional physical marketing, web-based marketing enables your business to reach more customers in your desired area (local, regional, national or global. Also, online marketing is a more convenient and cost-effective option than traditional physical marketing methods. Moreover, it is more impactful and rewarding than the former.
There is a wide range of online marketing options available today for marketing your business. These include websites, blogs, article submission websites, social media platforms, ad sites, business listing websites, press release submission sites, etc.
Google Ads is one such web-based marketing channel that has become extremely popular among businesses today for promoting their business and reaping the benefits in terms of spreading awareness about their business, generating traffic, leads, conversions and sales.
Let’s first know what Google Ads are all about.
What are Google Ads?
Google Ads are a form of an online advertising method that enables business owners and marketers to create customized pay per click (PPC) marketing campaigns to attract local or global target business audiences who want the products/services they are offering.
Google ads enable businesses to place relevant advertisements for their target audience.
They use a landing page that is specifically created for each Google Ad campaign. Visitors land on this landing page after they click on a Google’s PPC ad campaign.
Google ads help businesses create awareness about their business brand among their target audience or make them consider their product for purchasing. They enable businesses to drive sales and sign-ups by using visually appealing call-to-actions (CTAs).
These ads strategically appear at places like the top of search engine results as people search for the products/services they desire and intend to buy. Also, they appear at websites and apps that are part of Google network when people browse them. Due to their appearance at strategic places, Google ads are able to catch the attention of potential customers, engage them and inspire them to respond to the ad campaign.
The advantage of advertising your brand and products/services on Google ads platform is that it provides massive reach to your business due to billions of searches being performed on it everyday.
These ads enable business owners and marketers to flexibly control their budget and change their ad campaigns at any time.
Such ads happen to be one of the best online advertising tools for businesses who want to achieve their sales, marketing and revenue goals.
How Google Ads Can Boost Your Visibility
Google ads are of different types which we will talk about later in this blog.
Let’s first know more about the various benefits Google Ads provide to your business.
1. Build brand awareness
Before potential customers go ahead to buy your products, they will want to know more about your brand and feel it is trustworthy. In order to build this trust factor with the customers, you need to spread awareness about your business among them and Google ads are quite effective for this purpose.
Your brand combines various elements for carving a distinct identity of your business in the minds of customers. These include:-
- Visual assets (like the name of your business, tagline, logo, colors, typography, packaging, etc.)
- Product-related features (like the product’s design, quality and other attributes)
- Customer experience-related elements (like your business’s personality, reputation, pricing strategy and customer service)
- The tone of your business voice (the style of your messaging.)
- Your employees’ dress code, the way you greet customers, the style of your social media updates and the way you advertise your business are some other elements that constitute your brand.
Repeating these elements of your brand consistently will help to make your brand stronger and consequently prospects will be able to trust your business more. The development of this trust in prospects will motivate and assure them to purchase your products/services and become your loyal and long-time customers.
The ads in the Google Ads search network will let potential customers view your brand, tagline, product/service offerings and other things you choose to display in your ad copy and extensions. So they are accordingly going to decide whether to click on your ad or not.
Similarly, ads in Google’s Ads display network let you prioritize your brand awareness by giving you the option to show your ad to more people instead of focusing on mere clicks or conversions.
Thus, both of these strategies allow you to strengthen critical attributes of your business which in turn leads to strengthening of your brand.
2. Boost Conversions
There are various ways that enable you to increase your conversions through Google ads. These include using relevant and optimized keywords, including negative keywords and broad match keywords. Moreover, they include using a well-designed and highly persuasive landing page that perfectly matches with the ad’s message and gives a great experience to people who land on the landing page after clicking the ad.
There are some other ways to boost your conversions through Google ads. These include using clear call-to-actions, creating a mobile responsive landing page for your website and experimenting with your ad copy. Furthermore, they include setting proper bid strategies, adding audience segmentation, creating a retargeting strategy, choosing the right location settings and using social proofing for trust building.
You can collaborate with the professionals of an expert Google Ads agency in India for setting up dedicated Google Ads campaigns for uplifting your conversions.
3. Generate huge traffic
The sheer number of searches performed on Google can give you an idea of its market dominance and massive customer base. These come around 8.5 billion searches per day and 2 trillion searches per year
The majority of people visit Google with a purpose of finding an effective solution to their problem which can be in the form of a product or service. So you can engage this huge segment of potential customers through Google ads and convince them to become your customers. Also, you can make them opt for your email marketing list, seek desired information from them or inspire them to perform a particular action.
Google ads let you utilize the massive reach of Google, a popular search engine to generate a significant amount of daily traffic as per your budget. Google’s constant focus on evolving its search engine algorithms to produce the most relevant content, ads and search results positively impact businesses who advertise through Google ads.
The ads let you leverage the huge reach of Google and its constantly evolving algorithms for sending even more high-quality leads and visitors to your website, opt-in form, e-commerce store or other online asset. Also, they can help your business gain visibility and get noticed by potential customers.
4. Generate more leads and customers
Undoubtedly, Good ads is one of the best tools for generation of quality sales leads provided your Google Ads campaigns are set up properly. You can seek expertise of knowledgeable ad specialists of a skilled Google Ads company in India for setting these ads up in the right and proper manner. This will eventually lead to sending highly targeted leads to your website, opt-in form or any other online property chosen by you.
The reason behind these ads providing you quality leads is that they target those people who are already searching for what your business offers. By refining your targeting in a continuous manner, you can make people interested in buying your products or services visit your website. This will resultantly translate into sales and purchases for you.
5. Impart flexibility
Google ads is a quite flexible marketing tool suitable for organizations of diverse types and sizes. This platform can be used for increasing traffic whenever required. Also, you can stop getting traffic whenever you stop using Google Ads. Moreover, it is compatible with various other marketing platforms and software systems.
The ads let you easily customize campaigns to focus on particular type of online users. As an example, you can target people on the basis of device type and location. Moreover, you can target them on the basis of the particular Google-owned website they are accessing which can be YouTube, Google Maps and Google Search.
You are also allowed to set your own budget for specific campaign areas like setting daily budgets. Moreover, you can set limits on the amount you are willing to spend on clicks for particular keywords.
By offering plenty of options for small businesses, Google ads enable them to compete against larger companies without spending too much of their budget.
The tools such as local targeting and custom budgets enable businesses to ensure their ads are only seen by those prospects that are more likely to become their customers.
6. Provide a higher return on investment (ROI)
With Google ads, you need to pay only when people click on the ads. This is not the case with other marketing strategies. By optimizing your Google Ads campaigns, you can achieve a high digital marketing return on investment which cannot be provided by other marketing strategies.
When you first run your Google Ads campaign, you can easily and transparently track and measure the key ads’ performance related data provided by this platform. So you can make out what is working and what is not.
Accordingly, you can make real-time adjustments to your campaigns to optimize your spending and get the desired results. This enables you to devote your efforts and budget to those elements in the ads which are providing you desired results and shun those elements that are not giving you the desired results. You can devote the money saved on discarded ad elements toward your future ad campaigns or to other important areas of your business.
One element that you can use for maximizing your advertising ROI is creating a visually engaging and persuasive landing page that matches with your Google ad copy.
Choosing and using the ideal strategy among various available Google Ads bidding strategies can also help you achieve your specific marketing goals with minimum draining of your budget.
Google suggests a CPC bidding strategy if your goal is to drive traffic to your website.
Google recommends CPM (stands for cost per thousand viewable impressions) if you are trying to build brand awareness. This strategy allows you to choose a particular amount of money you are willing to pay for 1000 users seeing your advertisement in full view. CPM is solely available on the Google Display Network and is not available on the Google Search network.
Google recommends cost-per-action CPA bidding for those who are focused on making conversions like sign-ups or purchases.
If your primary goal is to boost brand awareness, Google ads let you reach more people. But in case you are targeting only those people who have the best chance of clicking or converting, then your Google ads will reach less number of people than the ads created for the purpose of building brand awareness.
So your bidding strategy changes as per the purpose and goal you want to achieve with your Google ads.
7. Provide fast and transparent results
SEO requires a lot of time and effort to make a business rank higher in the search engine result pages. It requires researching the right keywords and placing them in the on-page or off-page content. The content can be in the form of blogs, articles, website content, business listing, press releases and other types of on-page and off-page content.
For creating content especially blogs, reference articles have to be read in detail and fully understood by professional content writers. Accordingly, they craft content based on the insights obtained from reading of the reference articles and by utilizing their creativity and knowledge. Also, relevant backlinks need to be created by the SEO specialists on high authority websites.
After the content and backlinks have been created and published on various online platforms, Google’s crawlers take their own time in indexing and ranking them.
Compared to SEO, Google Ads provide fast results. They can make your ads appear on top of Google and above the organic search results if keywords, landing page, copy and other elements in them are properly optimized. The results of your Google ad campaigns are delivered in a quick and straightforward manner through its intuitive, easily understandable and transparent dashboard. From the dashboard, you can check out the ads’ performance data such as keywords used by visitors and the cost of clicks.
By analzying this useful data, businesses can better understand customer behavior and fine-tune their ads to reach the right people. Also, their Google Ads account provides them access to tools that let them adjust their bids in real time to obtain the best results as per the interests and intent of customers.
Moreover, Google Ads are integrable with other Google-centered services and products like Google Analytics. This integration delivers businesses profound insights into user behavior. Also, they are able to track their website’s performance and analyze the impact caused by their advertising efforts across several mediums.
8. Allow ad customization and testing
Google ads enable businesses to create their ads and customize them in accordance to their particular goals and messaging of their brand. So you can experiment with different ad formats, headlines, descriptions, and calls to action (CTAs) for optimizing the performance of your ads.
Moreover, you can perform A/B testing to compare the effectiveness of various variations of the ad and refine your strategies on the basis of data-driven insights.
9. Provide a range of targeting options
Google has something to offer to every business and every prospect at every stage of the buyer’s journey.
Bidding on broad keyword search terms will allow businesses and marketers to show their ad to prospects at the earlier stages of the product research process. Also, bidding on the keywords allows them to fill the top of their funnel with two simple but powerful techniques.
The first technique involves capturing prospects’ information with your landing page and then sending them information-rich content that proves your authority in a given industry. If they don’t convert, you can continually use retargeting ads to draw them back till they convert.
The second powerful technique involves bidding on long-tail keyword search terms which are usually less expensive. Also, they are ideal for capturing the attention of people who are exactly looking for what you offer. The majority of times people who search for long and specific strings of keywords have more intent. The intent is the reason that makes people reaching you on ads extremely valuable to you.
10. Harness intent
The people who reach with Google Ads and those who you reach with other forms of advertising have different intents.
People active on social media are not keen to be advertised to. They are not looking for solutions for the issues they face in their everyday life. They are on social media solely for the purpose to view baby pictures, vacation photos and check family updates. So if you are targeting these socially inclined people who don’t want to be advertised to, you have a lesser chance of success in attracting them to know more about your brand and products/services and to inspire them to buy your products for their needs.
But on the Google search network, you are advertising to people who are seriously looking for something particular that can help to solve a problem or issue in their life or which gives them information about a possible solution to their problem/issue in the form of a product/service.
When you Google ad appears on the search network, the interested people are able to find the answer to their question about a product/service they are seeking for solving their pain point or adding value to their life without interrupting their online browsing experience.
Google search ads are a form of inbound marketing as they assist people who have taken the first step to look for a solution (product/service) for their problem/issue. Through these ads, prospects come to you who are interested in interacting with your ad. Also, they get help in finding an answer for their problem. So you are able to place yourself in a position to earn their business exactly when they are ready to spend.
11. Provide control on ad spending
Google Ads provide users complete control over their ad-related spending. They can opt for both keywords that cost high or those keywords that cost less.
Even when they opt for highly expensive keywords, they can put constraints on their daily budget, maximum bids, etc. So they need not constantly monitor their ad campaigns for spending. Also, they can ensure that they need not spend more than they want.
Marketers and businesses have complete and thorough control over the budget of their Google Ad campaigns. Here they can control everything starting from their maximum bid on the ad to their campaign’s daily budget.
Moreover, they can decide on how much they want to spend each month on Google Ads and adjust their budget as per the performance graph obtained. Moreover, they can adjust bids as per their financial capabilities.
When an ad is performing quite well, they can increase spending on it to increase the intended results. Also, they can decrease spending on an underperforming ad. If required, they can stop the ad instantly before they lose more money on it.
Google Ads are governed by the PPC (pay-per click) model. According to the model, businesses need to pay only in the case of someone clicking on their ads. As businesses need to pay for user engagement, it turns out to be a cost-effective advertising solution for them.
12. Give a competitive edge
When potential customers search for something related to your products or services and you are not running Google ads for targeting these customers, then your competitors who are using the ads to target the customers will be gaining at your business’s expense. This will cause you to instantly lose sureshot sales and revenue generation opportunities to your competitors.
To gain an edge over your competitions, you should carefully research, study and analyze your competitors’ Google Ad strategies, the particular ads they run, etc. Based on the key and critical insights obtained from this research, you can undertake more focused and impactful Google Ads campaigns that make your business stand out from your competitors in the market and which deliver you more traffic, leads, customers, sales and revenue than your competitors. Thus, you will be able to gain an edge over your competitors.
Exploring the Different Types of Google Ads
By now you are well aware of various advantages that Google Ads can provide for your business. So let’s now discuss various types of Google Ads.
- Search Ads
Search ads present your ad on Google Maps, Google Search and different search partners of Google. Google Shopping is also included in these partners. When users search on these sites for terms associated with keywords in your campaign, they will get to see your ad.
Search ads use the power of intent-based targeting. These ads appear exactly when users are searching for something specific. For generating lead generation and sale opportunities through these ads, you need to bid on the keywords that align with user intent.
- Display ads
Display ads allow you to make your visual ads appear in front of people who are using products in the Google Display Network. These include YouTube, Gmail and various other websites that have partnered with Google.
By showing up on different websites across the Google Display Network, display ads help to foster brand awareness. Display ads tend to be more effective particularly when a business is targeting visitors who have visited a website previously.
- Shopping ads
In a Google Shopping ad campaign, Google does not use user keywords. Instead, it uses product data obtained from your online store for evaluating how and where to display your ad within Google Shopping results.
Shopping ads are extremely useful for e-commerce businesses as they help to boost their product visibility particularly in competitive markets. Experts of an accomplished and the top Google Ads Management Agency like UTS Sites can help your business set up impactful and rewarding Google Shopping ad campaigns that can immediately attract the attention of potential buyers.
- Demand Gen
This particular type of Google Ad targets your target audience through YouTube, Gmail and Google Discover platforms. Viewers may get to see these ads at the time of watching YouTube Shorts or view them on In-Stream, Home and Watch Next pages of YouTube. Discover ads appear at the time of users scrolling through the Discover feed. Gmail Ads contain images and they are located in the Promotion and Social tabs of Gmail.
Demand Gen campaigns can be made more efficient by using high quality and visually engaging images. Their use helps to improve engagement rate of users.
- YouTube ads
YouTube campaigns allow businesses to promote themselves through a video ad displayed on YouTube.
Video ads on YouTube enable businesses to capture their target audience’s attention in a visually engaging way. Making videos with strong storytelling elements and using them in your YouTube ads can help you make a huge impact on potential customers.
- App ads
App ads are ideal for businesses having a mobile app. They can help to put your mobile app in front of potential users on YouTube, Google Search and Google Play. This ad format is particularly beneficial for businesses who have preference for the mobile-first approach.
- Performance Max
This is the newest ad format from Google which is nearly entirely driven by Artificial Intelligence (AI). Performance Max Ads enable businesses to define their audience-associated details, set goals and upload their assets. Google AI puts your ad in front of customers at exactly those places where they are using Google. These can be YouTube, Gmail, Maps, Search, Display or Discovery. Performance Max is an outstandingly well-automated solution that reaches your most promising leads exactly at the right time.
Performance Max ads can perfectly serve those businesses who don’t care about the places where their ads get placed, but are only concerned about driving sales. By providing high quality assets and detailed audience signals, businesses can obtain better results from Performance Max ads.
Now you have gotten all the necessary knowledge for initiating and running your Google Ads campaigns, including the reasons you need the ads, the gains they deliver and their types.
You can either begin your Google Ads journey yourself. Alternatively, you can seek help from the proficient Google ad specialists of UTS Sites, one of the leading Google Ads management services and expert Google PPC agencies in India in case you lack the skills, knowledge or time to form and manage Google ads yourself. So go ahead with the journey. We wish you the best luck for it and hope it turns out to be a rewarding and successful one for you and your business.
