How to benefit from using Google Ads in your Marketing Mix
Google Adwords can increase the right traffic to attract visitors to your website.
When you advertise with Google AdWords, your business can promote its products, websites, sales funnels, landing pages and services to people who are looking for them. You only pay when someone clicks on your ad. With Google AdWords, you can increase the right traffic to your website, sales funnels and landing pages from across the web. Use dynamic text insertion so that it's easy to create multiple ads with customised messages for specific audiences.
Improve brand visibility to your demographic target audience.
Google Ads can help you reach your target audience
Google Ads can help you reach your target audience in their language
Google Ads can help you reach your target audience in their location
Google Ads can help you reach your target audience at the right time
Improve brand credibility.
One of the great things about Google Ads is that it increases your visibility. Some studies have shown that customers need to see your brand as many as 7 times before they’ll decide to buy from you.
You can use a number of different strategies within Google Ads to increase the number of times people see your brand and ultimately improve your online credibility with customers. Here are some tactics you might want to test:
Use remarketing campaigns to target people who have already visited your site or have some other connection with you
Consider including a banner ad on other sites such as YouTube, Facebook, Instagram or display networks
Google Adwords allows you to increase the right traffic to your website.
You can target users based on the keywords they are searching for through Google Search. This means that your advert is only shown to people who have searched for a specific keyword. For instance, if you have an accountancy firm and you want to show your adverts to people searching for an “accountant” in London, you will be able to do so.
You can also specify the location of the searchers that you wish to target. Whether it’s within a 10-mile radius, or a specific country or continent, the choice is yours.
Another way that Google AdWords allows you to increase relevant traffic to your website is by allowing you to choose in which language your ads will be shown. This is ideal if, let’s say, your business only operates in one language at this time and therefore you would like all your potential customers searching in other languages to not see your adverts as it would be wasted exposure.
Make sure you are visible on mobile devices.
Google Ads (formerly known as Google AdWords) have been around for a long time. If you’re not using them, I would highly recommend incorporating them into your marketing strategy. Google search results are the first thing someone sees when they look something up on the internet – and most people default to Google when they are looking for something. According to Smart Insights, 47% of consumers view three to five pieces of content created by a company before interacting with the sales team.
So how does Google Ads fit in? Well here’s how it works: You bid on keywords that represent your business and whenever someone searches for those things, your ad will appear right at the top of their screen! So if you sell Consulting online, you can bid on words like “business consulting” or “marketing consulting .” By appearing at the top of their screen, there is more likelihood they will click on your link than any other result below it because they want answers NOW – not later when they scroll down four more pages
But let’s say you do all this hard work creating an ad campaign that converts well but then you realise one problem: most people now use mobile devices instead of computers! Now, what do we do?
Pay Per Click (PPC)
A form of SEM is called pay-per-click advertising (PPC) Google Ads.
Google Display Network
The Google Display Network is an online advertising network that allows you to showcase your ads in a variety of different formats across Google sites. You can run ads on over two million websites, apps, and YouTube channels that reach over 90% of all internet users.
This network is ideal for remarketing, although it should also be part of your marketing mix as it can effectively attract new customers as well. If you have the right targeting settings and creative ad copy, your ads have the potential to be seen by millions of people every day.
The beauty of using this platform is the opportunity to create video and image-based advertisements, which have a higher click-through rate than text-based ads - especially if they are eye-catching! These advertisements are often more memorable because they’re visually stimulating. However, make sure that you use images or videos which will fit with your chosen audience because these types of advertisements require more creativity than basic text ads for them to be successful."
Remarketing
Google’s remarketing service is a means for advertisers to reach out to their most recent visitors and offer them more relevant ads. And now, with the advent of Google’s new ad platform, you have a way to double down on your efforts and target those who aren’t already familiar with your brand or service.
Google can present relevant ads based on what it knows about users. You can choose to be notified when your customers likely return or interact with Google products again—and if they do, you can build on the relationship and drive sales. Using Google Remarketing will give you more control over how you market to potential clients, which is key for growth and retention.
Google advertising is a must for any digital marketing strategy
Google is the biggest search engine in the world and it offers a variety of advertising options and tools that allow businesses to target potential customers with demographic precision.
There is a myriad of ways to advertise on Google, but not all will be suitable for your business. Some may work better than others. That’s where having a reliable digital marketing agency by your side comes in handy!
The most common types of Google advertising include:
Pay-per-click (PPC) Advertising
Search Engine Marketing (SEM)
The Google Display Network
Remarketing ads on the GDN
Shopping ads (Google Shopping)
YouTube Advertising
Driving traffic to your Landing Pages and Websites
There are a few metrics you, the advertiser, should be aware of and keep track of when advertising on Google. While they can all be important, the best ones to focus on are cost per acquisition (also known as cost per sale) and quality score. Your return on investment is determined by these factors.
Before starting your advertising campaign, it is important to have an offer that is attractive to your potential customers. Because Google ads make use of keywords that are searched for by users, they must provide a relevant solution for those users. This means if you’re trying to sell lawnmowers or lawn care services in Florida, you need a compelling offer or else no one will care about clicking on the ad and you will waste money. The better your offer is at converting visitors to your websites and landing pages into sales, the lower cost per acquisition you will have for each keyword.
The benefits of running Google Ads to promote your products services
A use case for using Google Ads:
Intent-based advertising is the most powerful way to get people to notice you. If you let the internet know that you have what they’re looking for, through keywords. The statistics speak for themselves. Google ads generate twice as many conversions as any other online marketing channel (including social media). More than half of all clicks on paid search listings are made on Google Ads.
Driving conversions.
When you run Google Ads, you inevitably want them to be profitable. That's why you need to ensure that your landing page is optimised for conversions. This means that when someone clicks on your ad, they're taken directly to your website page where they can take action, such as downloading an ebook or signing up for a free trial. A good landing page should include the following elements:
A clear call to action (CTA). The CTA is fundamental to conversion optimization. Buttons like "Download Now" or "Sign Up Free" grab attention and tell the user exactly what they must do. If you have more than one CTA button on a page consider testing different language and colour options to find out which ones perform best.
A compelling offer. For example, if you sell shoes, don't offer free shipping when users sign up for emails from your brand—it doesn't really make sense because you sell shoes not shipping services! Instead, think about what would be most relevant based on your product or service offering and make sure that it's easy for users to understand what they're going to get from you when they sign up (e-book? Discount?).
Use a lead magnet as part of your offer. When people sign up with their email address in exchange for something valuable like an e-book or free report this gives them access into our database so we can send them offers periodically throughout their customer journey with us—not just at point of purchase but during the entire relationship!
Ensure that all forms are mobile responsive so there aren't any issues with submitting information from any device type
Brand awareness.
Brand awareness is a key factor in the success of any business. Building brand trust and credibility is crucial for long-term profitability and building awareness is the first step in the buyer's journey. By creating positive brand associations, building awareness helps your organisation to stand out from your competitors.
Giving you access to more customers.
Google Ads is a pay-per-click advertising program that can help you promote your business and connect with potential customers on Google. It's a great way to get in front of more people since Google is the most used search engine by far. That means your ads will be shown to people as they search for businesses like yours. For example, if someone searches for "how to buy a house" or "top-rated real estate agency," your ad may appear at the top of the results page.
The best part? You only pay when someone clicks on your ad, so there's no risk. Plus you can set a budget that works for you and create personalized ads that show what makes your business unique.
Reach more people with your marketing message.
If you thought that Google Ads only connects you to people who are actively searching for your products and services, think again. Google Ads can also connect you with people who are passively looking for your products and services. This is great news because it means that there is an even greater possibility that someone looking for what you offer will see your Google Ad!
Having a highly targeted audience.
Targeting is one of the best features of Google Ads. You can design your audience by a range of parameters, including demographics and interests, location, language, device and browser, as well as the time of day and day of the week. Do you want to reach people who are between 18-24 years old in France during lunch hours? No problem! Do you want to reach people who just searched for the word "mentoring" or have visited your website in the past? You got it!
There are many ways in which targeting can be used to your advantage: if you have a new product that is not yet available in every country, you can target specific geo regions until all countries are serviced. You can also target based on interests and demographics (for example, if you sell women's shoes with heels higher than 3 inches, you may not want to waste clicks from men). The options are endless!
Increasing your online visibility
The first step to success is being seen in the right places, and Google is hands down the most important place to be if you want customers. By running a Google Adwords campaign, you can increase your online visibility by promoting your business on Google’s search engine results pages (SERPs) and its Display Network of partner sites.
Google’s Display Network reaches more than 90% of internet users across 2 million websites and 650,000 mobile apps worldwide. With such an expansive network, it’s no secret that increasing your visibility across these platforms will help put you ahead of your competitors by driving more traffic (and potential leads!) to your website.
Use Google Ads to advertise your products and services
The fact that you're reading this already says something about the effectiveness of Google Ads. They are an effective advertising medium, whether your business is a multinational company or a local brick-and-mortar.
Reach more people
Google Ads can help you reach more people. On average, Google handles over 40,000 searches per second! That's 3.5 billion searches every day! Your business will have the opportunity to reach all those potential customers when you advertise on search results pages or through our display network.
Grow your business
If you're new in business, or if it's just time to grow your existing one, Google Ads provides many ways for you to increase sales and maximise profits.
How to prepare your Websites, Landing Pages and Sales Funnels for Google Ad campaigns
While your website is the home base of all your marketing efforts, Google Ads are one of the most effective ways to drive a huge amount of traffic to it. In fact, a recent study by WordStream found that Google Ads customers see an average click-through rate (CTR) of 1.91% on search ads and 0.35% on display ads. This can lead to significant sales if you’re running ads for products or services that convert well, and if you do your keyword research properly — which we’ll get into below.
Before you start throwing money at keywords and hoping they stick, take some time to understand how consumers use search engines like Google and Bing in their purchasing journey:
First awareness phase: The consumer has become aware of a problem but doesn’t know how to solve it.
Decide on your keywords.
Consideration phase: The consumer understands his or her problem and is considering potential solutions.
Decision phase: The consumer is ready to commit to a solution for his or her problem but needs help choosing between options.
Choose your campaign goals
It's impossible to get the results you want unless you know the goals. Without establishing a realistic and achievable goal, it's impossible to plan how to achieve that goal.
What do you hope to accomplish with google ads? Do you want an actual product sale or just generate qualified leads?
Define your target audience
After you've identified your audience, you need to start digging deeper. It's not enough to just know who they are. You should be able to answer the following questions:
What do they want?
What do they need?
How can you help them solve their problems?
For example, let's say your product or service is a tool for accounting firms that allows them to manage client accounts and send invoices online. At first glance, your target audience would be small business owners and startups. But what if there are different types of businesses that have pain points related to accounting? The more specific you get about the types of businesses (or individuals) who will benefit from your product, the better you'll be able to craft messaging that really speaks to those people.
Set up conversion tracking
Conversion tracking is indispensable for measuring the effectiveness of your advertising campaigns. Without it, you may be spending a lot of money on ad campaigns that don't convert well or even lose money. You may also be setting up your campaign to send people to landing pages that aren't optimized for conversions or are broken altogether. For example, if one of your goals is email signups and you're sending people from an Adwords ad to a landing page with a form that doesn't work, you're wasting money. Or if you have an e-commerce site, your ads are sending people to the wrong product page and causing cart abandonment rather than purchases.
The first thing you need to do is identify what actions actually constitute a conversion in your business (i.e., sale, newsletter sign up, eBook download). Once that's done, set up conversion tracking on your website so you can start collecting basic data like the number of conversions and conversion rate as well as other useful information like which ads generate sales vs leads vs clicks and how much revenue each campaign generates.
Create a remarketing list
One of the best ways to get the most out of your Google Ads budget is to create a remarketing list. Remarketing lists can be used to target audiences that have already visited your site, allowing you to create highly targeted and relevant ads. If you run an ecommerce store, remarketing lists are a great way to show ads to people who have abandoned their shopping cart. The average conversion rate for people who abandon their shopping cart is around 3%, but if you use remarketing emails and ads in Google Ads, it's possible to increase this by as much as 27%.
If you want an effective Google Ad campaign, do these 5 things first
Set your goals.
Choose your keywords.
Know who you are targeting.
Install your tracking code.
Set up conversion tracking.
Create a remarketing list.
Increase the right traffic to your website and landing pages with Google Adwords.
Now that you have a high-quality score for your keywords, make sure that your landing pages are relevant to the keywords, and that the ads are optimised. To do this, use Google Adwords Keyword Tool or Google AdWords Editor.
Optimise your ads by updating them and creating new ones with higher conversion rates. For example, consider allocating a specific budget to an ad group with low PPC performance. Run your ads and see if something else is missing at the end of the day. If not, then add it back manually so you can optimise again in the future.
Make sure you're targeting the right audience by doing keyword research and finding out what people search for online so you can target them specifically with relevant ads. You also need to set up conversion tracking properly so you can track how many visitors convert into customers or subscribers on your website as well as analyse exactly what qualifies as a sale or lead (e.g., clicks on an advertisement versus others).
I invite you to attend the Google Ads in a Day workshop here.