Google Ads & Its Advantages.

Google Ads

 Google Ads

 is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The Ads program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

Businesses that use Ads can create relevant ads using keywords that people who search the Web using the Google search engine would use. The keyword, when searched for triggers your ad to be shown. Ads at the top ads that appear under the heading "Sponsored Links" found on the right-hand side or above Google search results. If your Ads ad is clicked on, Google search users are then directed to your website.

When choosing keywords for your Ads campaigns different matching options are available. The two main keyword match options include the following:

Broad Match: This reaches the most users by showing your ad whenever your keyword is searched for.

Negative Match

This option prevents your ad from showing when a word or phrase you specify is searched for.

Phrase Match

 Your ad is shown for searches that match the exact phrase.

Exact Match

Your ad is shown for searches that match the exact phrase exclusively.

When using Ads keywords are also used to determine your cost of advertising. Each keyword you choose will have a cost per click (CPC) bid amount. The bids specify the maximum amount you're willing to pay each time someone clicks your ad (the maximum cost-per-click). A higher CPC bid can allow your ad to show at a higher position on the page.

Google Ads is paid advertising or pay per click (PPC) advertising on Google. The way it works is simple:

People use keywords (or search terms) to search for specific products and services

If the keywords you’ve chosen match what people search for, your paid ad appears next to or above organic Google search results

When people click on your ad, they’ll go to your website to learn more or buy

As mentioned in my previous blog post, How To Market Your Local Business, I mentioned that paid advertising is probably the most direct, most effective, yet most complicated, of all the channels in which to market your business online. There are many benefits to using Google Ads to market your business, and in this blog, I’ve listed the top five.

Measurable

There’s an old marketing adage, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” With Google Ads, every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, click through rate (CTR), number of conversions, conversion rate, cost per click (CPC), cost per acquisition (CPA), etc. It’s very easy to measure your return on investment (ROI). Having a dedicated team regularly optimizing your campaigns, fine tuning keywords/ads/ad groups will ensure your metrics improve over time.

Cost Effective

One of Google Ads primary benefits is that it’s extremely cost-effective. You only pay when someone clicks on your ad (i.e. you pay per click) and you determine exactly how much you want to spend. You can set your budget to $10 per day to $5000 per day; the options are limitless. More importantly, if you’re working with skilled professionals, your campaign performance will be optimized in a way where your cost per click will gradually decline over time. This means, you’ll be able to see an increase in traffic without increasing your costs!

Maximum Relevance

I often remind my clients that Google’s job is to present the most relevant and accurate results in response to a user’s search query. Advertisers who have large marketing budgets may not necessarily get the best positions on the search page, nor the best ranking. Why? Every single time a search term or keyword is put into Google’s search engine, an ad auction takes place. This ad auction determines the order of how the most relevant ads will be organized on the search results page. For example, if you are bidding $10 for the keyword “Toronto dentist” and your competitor is bidding $20 for the same keyword, your competitor’s ad wouldn’t necessarily be ranked above yours. Google takes into account several factors when determining the ad rank. If your Google Ads campaigns generally have a higher click through rate than your competitor’s, then the probability of your ad being clicked is higher, and thus, your ad would be placed above the competitor’s. Similarly, Google takes into account your website and the page to which you’re directing the paid traffic (the landing page). If the quality of your website and landing page is more relevant to the search query than your competitor’s, then the user experience would be much higher for your ad than your competitor’s, and thus, your ad would be placed above theirs. This Ad Auction ensures only the most relevant ads are presented to the user and levels the playing field for all advertisers.

Highly Targeted

As an online advertiser, sophisticated targeting tools are essential to maximizing ROI with search marketing.  Google Ads’ targeting capabilities are quite sophisticated and provide advertisers various channels in which to fine-tune their campaign, including:

Location Targeting: Google Ads allows you to target specific geographic locations. For each ad campaign, you can select locations where your ad can be shown. You can choose locations such as entire countries, areas within a country, cities, territories, or even a radius around a location. More importantly, Ads allows you to target people searching for or viewing pages about your targeted location, even if they may not be physically located in your target location.

Mobile Targeting

Enhanced campaigns allows advertisers to target mobile device users. This is especially important because the mobile consumption of information and mobile search queries are growing exponentially each year. At the same time, devices are evolving quickly with a growing list of capabilities so enhanced, mobile targeting with Google Ads

 provide new opportunities to target the right audience at the right time. This is especially important for advertisers who want to customize their ad text or extensions to grab the attention of customers when they’re viewing the ad on a mobile device.

Language Targeting

Ads has over 40 language options for campaign targeting.

Time Targeting:

Ads allows advertisers to select specific hours during the day for optimal targeting.

Auto-Tagging

Tagging destination URLs for analytics tracking has to be manually executed with other advertisers; however this process is automatic with Ads

Remarketing:

Google re marketing, also known as re targeting, has been chastised in the media for the excessive frequency and poor targeting of the ads. However, if the audience is grown and cultivated correctly, there is a huge advantage for advertisers to recapture their audience’s attention elsewhere. Re targeting involves showing paid ads to users based on their past web activity on your site. Re marketing allows advertisers to follow users and show ads to them across Google’s large network of partner sites on the Google Display Network. The best way to ensure these ads are targeted correctly is to build a re marketing list on Google Ads. For example, you can create a re targeting list for visitors to your most popular product category and the re marketing tag tells Ads to save visitors to your “Popular Category” list. You can then build an Ads campaign with a specific message to show only to people in the “Popular Category” list, for more information on re targeting or remarketing.