Google Ads connects businesses to relevant customers through the use of paid and strategically placed ad messages. Through these connections, a company increases its website traffic, which grows the number of possible opportunities to complete sales and convert new customers.
This discussion will explore the basics of Google Ads and how today’s marketers use it to produce results and grow their businesses.
Why Is Google Ads Important
Google Ads is often considered a vital dimension to a successful marketing strategy in the Digital Age. Its importance coincides with the increasing significance of websites and web traffic. As more consumers turn to the Internet to find products and solutions, businesses are realizing the need to not only have a website, but also to drive traffic to that site.
For companies that operate entirely through a website, this importance is significantly heightened. That said, local, brick-and-mortar stores can also utilize Google Ads and the power of the Internet to drive in-person visits to their business.
Google Ads is also important because of its versatility and wide range of options. Google offers a number of different channels and targeting options to ensure that businesses and customers can effortlessly connect to one another. Almost any type of business can find value in creating paid advertising campaigns!
Google Ads Versus SEO
Google Ads is often compared to SEO and the two share an interesting relationship that helps shed some light on how Google Ads is used. If you’re unfamiliar with SEO, it is another digital marketing tactic. It focuses on climbing the search rankings to become a top result when people search keywords that relate to your business offerings.
SEO relies on building your website’s authority through valuable links and content. Unfortunately, this can take years and some businesses simply don’t have that kind of time to wait for a strategy to mature.
Thus, some businesses need to rely on Google Ads as a means to leapfrog the years of work and pay for real estate on the search results pages. Other marketers use these ad messages to compliment their SEO efforts and create more visibility on search results.
The Google Ads Networks
One of the reasons that Google Ads is such a widely used platform is because of the many different ad networks that Google offers. Each network has its own set of advantages that help certain types of businesses.
When marketers are able to craft messages across these different Google Ads networks, they are able to reach more potential customers and capitalize on the benefits provided by each platform type.
Here are the different Google Ads Networks and what each one is used for.
Google Search Network: As touched on earlier, the Google Search Network is about creating ads that appear on search results pages. Often, these headlines appear above the top organic results, which makes them a fast and effective way to be the first thing customers see when they search a keyword or question that relates to your business.
Search Ads are used for all types of marketing goals and can help significantly increase website traffic and drive conversions.
Google Display Network: Through the AdSense program, Google gets permission to publish image, text and other banner ads on millions of websites on the Internet. This allows marketers to place ads on sites that are commonly visited by their target audience.
Display Ads are often used for brand awareness and remarketing campaigns.
Google Shopping Network: For product-centric companies with a strong ecommerce platform, the Google Shopping Network allows you to submit your entire product catalog and publish shopping results on Google.
Shopping Ads are must-haves for ecommerce businesses that want to drive sales.
Gmail Ads: Google controls one of the most widely used email services in the United States and many other parts of the world. This ad network allows marketers to place sponsored email messages in Gmail users’ inboxes that can be opened and expanded like a normal mail message to reveal a much larger ad.
Gmail Ads are effective for connecting users with enticing offers that will encourage them to open the sponsored email message.
YouTube Ads: YouTube has exploded in popularity over the last decade and it is now the second most popular website on the Internet. YouTube ads are video messages that play before, during and after a YouTube video. The video format is incredibly engaging and the message cannot be skipped for at least a few seconds, which ensures that some part of your ad is watched by users.
If you have a great video message to display, YouTube Ads can help you generate the level of brand awareness that leads to conversions.
What Much Does It Cost To Use Google Ads?
Now that you understand what Google Ads is used for, you may feel enticed to try it yourself. After all, what business doesn’t want to increase website traffic, increase brand awareness and grow new customers?
The one thing standing in your way is the cost. A lot of businesses steer clear of Google Ads because there is a direct cost for paid Internet advertising. If you have a limited marketing budget, you don’t want to invest in an expensive strategy that you aren’t familiar with.
Luckily, Google Ads is not nearly as expensive as many first believe. First, the majority of ad types and networks use the pay-per-click, or PPC, model of Internet advertising. This means that advertisers only pay when one of their ad messages is clicked and a person is brought to their website.
Thus, Google Ads is primarily used as a means to pay for website visitors. If you can follow these clicks with conversions, you’ll offset the costs and make more money than you spend!
How much does a click cost? It depends on a lot of factors, such as the competition for the keyword or ad placement, the quality of your ad messages (as rated by Google), your cost-per-click bid, your overall ad budget and more.
In short, you control how much you’re spending and on what types of ads!
Given the versatility of Google Ads, it is used for many different purposes. At its core, it is used to connect your brand and products with more potential customers. This mission, however, creates several other benefits, like growing your brand awareness, generating new customers, producing more revenue and so much more.
The Digital Age is incredibly competitive and businesses need to gain attention on crowded channels. Google Ads is an effective platform for gaining that crucial visibility and building a competitive edge!