You’ve probably heard of Google Ads, but don’t quite understand how they work or why they can be beneficial to your business. Here, we have a quick look at what they are and how they can help you in your business.
The online advertising platform, run by the giant of search engines, Google, was launched almost 18 years ago. Until recently, it was called Google Adwords but has now been changed to Google Ads. The fundamental basis of the platform remains precisely the same. It is a pay-per-click (PPC) model that lets advertisers pay for product offerings and service listings, amongst various other things.
These ads are usually visible at the top of the results page when something has been searched for, or on the sidebar of the webpage, generally to the left. Occasionally, they can be seen at the bottom of the page.
If used to its full potential, Google Ads can be very useful for your business. In 2017, it was the biggest revenue generator for Google, bringing in almost $100 billion. Millions of companies use the platform all across the world, as it is one of the best forms of targeted advertising and costs a relatively small amount of money. They can be managed manually by yourself, or you can use the services of a Google Ads agency to do the hard work for you. They can help to identify any issues or trends and make sure that your ads are performing at their very best.
So, there is a brief explanation of what it is, but now we are going to look at why you should be using them.
Google is one of the biggest companies in the world and pretty much holds the monopoly on search engines – more than 90% of internet searches are done on Google. This means that the amount of people that you can reach is vast. Not every search made will be relevant to you and your business, but 4 in 5 consumers use a search engine to find out about goods and services, so you will definitely find your audience on there. Their algorithm is continually evolving and improving to make sure the most relevant ads are shown to consumers.
Carrying on with the point from above about reaching a large number of people, you can really hone in on your target audience. As well as other things, you can choose specific keywords relevant to your business, and you can narrow this down further this to the appropriate demographics, sorting them by region, gender and various other specifications.
The Speed of Results
In the long term, good SEO on your website is the most useful and effective way of bringing in traffic to your websites. However, Google Ads yields rapid results. SEO should be seen as a longer-term strategy which will increase the overall ranking of your website, but it can take months to see results. The results can be seen almost immediately, depending on the audience you are targeting and your budget, bringing in quick cash.
Google Ads is cheap in relation to other forms of traditional advertising. It does, of course, depend on the audience you want to reach. It is flexible in terms of your budget – so whether you have a $10 or a $10,000 budget, you will see results.
You can also go in and change your budget, decreasing or increasing it when necessary. If used properly, Google Ads can be useful, no matter how big or small your budget.
For some methods of advertising, such as direct mail or traditional newspaper adverts, it is almost impossible to find out how effective your campaign was. Even though Google can collate a vast amount of information, their reporting system is intuitive, accessible and straightforward. There is a dashboard, which gives you all of the information at your fingertips.
Some of the fundamental metrics available to you include clicks and impressions, the average cost per click, keywords, the devices used to access them, demographics, locations and times. To help you even further, Google provides recommendations. If you like data and statistics, you can go even further and have the information put into graphs, charts and tables.
One of the added benefits is the speed in which these reports are delivered. They are as close to real-time as you can get, with a delay of mere minutes.