Marketing trends are always moving and evolving. Just when you think you’ve perfected your strategy, there’s a new app that can be used, new updates to be mastered, and new vocabulary to be learned.
And Google is no different. Although aspiring marketers and business owners can harness SEO tactics to drive search engine results, search engines like Google have evolved to help consumers find more accurate results, which means that even skilled marketers cannot rely on keyword or domain authority to drive traffic.
If your organic SEO traffic and optimize content are not yet giving you the lead traffic that you hoped for, incorporating Google Ads into your digital marketing strategy can help supplement growth and bring your target audience to you, regardless of your ranking on the search engine results page (SERP).
Why Should I Use Google Ads?
Google Ads, in its most basic terms, is an advertising forum that lets you pay per click on an advertisement. Because ads are based in the search engine, it’s far more likely, and natural, for consumers to see your ad and click on it. Despite the apparent popularity of paid advertising, studies have concluded that only 45% of small businesses have incorporated paid ads into their marketing approaches, which means that roughly 55% of small businesses are missing out on the following advantages of PPC ads:
- Consumers who see ads are “155% more likely to search for brand and segment specific terms.”
- According to Google, brands, businesses, and platforms can make up to $8.00 on every dollar they spend on their Google Ad campaigns.
- Got eyes on the competition? A strategic ad campaign could place you above your competition on the SERP.
- Google Ads can help you reach a wider audience at a much faster rate than traditional SEO tactics.
- Your pay-per-click ads can be used in conjunction with your other marketing strategies, like retargeting or remarketing, to help visitors return to your website.
So, what’s the verdict? Google Ads are an effective and flexible way to start seeing increased traffic to your website, and you can start and adjust campaigns depending on your budget, the time of year, and your inventory.
Because Google has established itself as the leading search engine word wide, it’s an excellent resource for displaying your ads. Think about how often you turn to Google to buy a gift, confirm a location, or even look up a question: Today, Google’s search engine will have about 3.5 billion search queries, which means that Google owns approximately 65.2% of all searches online. Translation: If done carefully, your ads will be seen by a high volume of searchers that are eager to find answers.
How do I Start a Google Ad Campaign?
As part of an inbound marketing strategy, Google Adwords can help you overcome the frustrating barriers of highly saturated SEO keywords. As we mentioned earlier, a well-timed, well-thought ad campaign can work with your existing SEO tactics to out-rank competitors who dominate SERP rankings.
- First, you’ll want to familiarize yourself with some of the basic terms to help shape your approach.
There are an abundance of terms and concepts that will be used within the context of your ad campaign, but we’ve selected a few basic ones to get you started.
- Cost-per-click (CPC): The maximum amount you’ll pay for an ad. Your CPC bid will be a determining factor in your ad’s placement on the SERP.
- Ad Rank: Your ad rank measures your position on the SERP.
- Quality Score: A rating that is generated by your click through rate (CTR), overall keyword relevance, the content of your landing page, and ongoing performance.
- Ad Group: The series of related ads that you create for you campaign is called an Ad Group.
- Keywords: It’s important that each ad use carefully selected keywords that will determine where your ads show up on the SERP.
- Ad Text: As you may have guessed, your keywords should make up your ad text. Both your landing pages and ads should contain relevant keywords to make sure users find what they’re looking for.
- Landing Page: Users will arrive on your landing page after clicking your ad, which makes it a significant part of your paid advertising strategy. You’ll want to make sure you plan out your landing page carefully!
- Next, you’ll want to decide what goals you’re trying to meet with your ads.
No matter what you’re after, increased leads, sales, greater brand awareness, or simply retargeting repeat customers, you’ll want to set some guidelines to make sure you can successfully achieve your goals and stay on budget.
Your ads should all include the following components to help reach your target audience:
- Establish your demographic.
- Create an engaging theme that customers can relate to.
- Set guidelines to keep track of your campaign’s success. Are you trying to increase sales, leads, or the number of customers who subscribe to your newsletter?
- Choose the type of campaign you want to run!
Your campaign’s type will reflect your desired goals. If you’re hoping to see an increase in web traffic, search ads, which will appear on SERPs, are a great option. Or maybe you want your ads to appear on alternate websites to reach your audience and promote a contest. Image-based display ads or even social ads let you advertise on various social media platforms that exist outside of search engines. Perhaps you’re running a promotion to encourage existing customers to engage with your website: A remarketing campaign would allow you to attract attention from visitors to your site, even if they didn’t buy anything. Does most of your revenue rely on e-commerce sales? No problem: Google Shopping ads will use your keywords to appear in related searches.
Need Help with Google Ads?
When “Googling” it just won’t do, our full-service digital marketing agency will help you in get your Google ads working for you. Our team will provide you with keyword analysis, targeted marketing approaches, and help you build ad campaigns that compliment your existing strategies. Request a quote and start your search with Symetric now!