One of the key activities in business is marketing. Marketing is a way of making a product or service known by employing various strategies to achieve this goal. Marketing can be in the form of print, audio or visual media. However, this can be costly.
With the rise of the internet, marketing has made a shift towards the virtual world. Marketing online is often cheaper than previous marketing techniques, but can very well deliver the same or better results.
Many businesses have discovered the wonderful system which was developed by Google to market products or services electronically. This is what we refer to as Google Ads. It is a system which is based on the bidding for keywords used by businesses. When someone searches for a certain term on the Google search engine, sponsored links are displayed at the top of the search engine results. The website which has the highest bids will be displayed in the sponsored links section. This technique is proven to be a cost effective way of marketing through the Internet.
So, what are the different features and advantages of Google Ads? Here are 5 of them:
1) Traffic generation
Google is the major player when it comes to search engines. As of Jan 2022, it accounts for approximately 85.55% of the search engine traffic as reported by Statista. Bing accounts for just 7.61% while Yahoo is at 2.85%. The word “googling” has also been put up by Webster Dictionary and is defined as searching through Google. These facts reflect the power of Google and this implies the effects of using Google Ads to market one’s product or service.
By advertising on Google Ads, businesses can significantly boost targeted traffic to their website. This has a phenomenal impact on quickly improving brand awareness and the ability to generate sales leads fast.
2) Target Audience
By providing a separate section for sponsored links to a certain keyword search, Google Ads makes connections between the buyer and the seller. This is what marketers would refer to as a “laser targeted audience” connection. It clearly segments the market by analysing the keywords which are inputted by the searcher and the keywords that the businesses bid on.
In addition to keyword targeting, Google Ads allows further optimisation with audience layering and geo-location targeting. With audience layering, campaigns can target prospects that have particular interests or are ready to make a purchase. Adding geo-location targeting enables campaigns to focus on a certain geographic location which is useful for local area niche markets.
3) Control on Budget
This is one of the best features of the Google Ads system. The system allows for a designation of a daily budget which the advertisers can change whenever they want to. Advertisers are charged by Google for the number of clicks that is generated by the Google Ads system.
A business can set a budget so as to effectively analyse the strategies that it employs in the Google Ads system. If the daily budget is already exhausted, the advertiser is taken out of the bidding for the day and this prevents loss of money through advertising.
4) Reports
The Google Ads system is designed to be able to give data to website owners, which can be used by businesses in assessing their progress in marketing their products or services through Ads. Google Ads collects tons of data and there are various indicators that businesses can use to monitor campaign performance. Most notable indicators that are computed from the system itself are cost-per-click, return on ad spend (ROI), clicks, click-thru-rates, impressions, conversions and conversion rates.
Google Analytics can also be linked to a Google Ads account. This link allows the business website usage statistics to be linked to Google Ads campaigns. Businesses can then use analytics information to gain a better understanding how their website or landing page is performing when the traffic source is from Ads.
5) Strategy
Digital advertising agencies like Valles Digital Marketing believe in the power of Google Ads as it gives flexibility to businesses in terms of utilising the most effective way of getting their products or services advertised. They control their advertisements, its design and the combination of keywords that they would like to bid on.
Google Ads are short and concise, composed of a title line and a short body which contains the marketing message. It is a very efficient format which can be developed easily and can be altered anytime by the businesses themselves.
Conclusion
There are many ways of marketing one’s products and services through the internet and Google Ads is just one of them. However, the Google Ads system has unique advantages. As Google Ads operate within the largest internet search engine, businesses have a massive audience to target and the ability to focus on those who are truly looking to purchase a product or service.
With a well-crafted strategy and careful planning, any business can succeed in using Google Ads to increase brand awareness and boost their lead generation quickly. Once small businesses have their execution plan optimised, Google Ads can become a more powerful tool to increase the potential to make a profit. Hence, it is never too late for businesses to advertise on Google Ads.
“The opinions expressed by BizWitty Contributors are their own, not those of BizCover and should not be relied upon in place of appropriate professional advice. Please read our full disclaimer."
