Google is the market leader in search engine. It is the go to platform for everyone around the world. Users go to Google and enter their search query with the aim to search, inquire or buy a product/service. Google uses these search queries data to map to relevant keywords, which can be used by digital marketers to run campaigns.

Keywords play an integral part in how Google works. This is the reason that Google ads are very relevant to user and hence often gives better results. Google can be an extremely effective way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers.

Google ads offers search ad results in SERPs. Below is an image of how these ads appear.

How Google search ads appear in SERP

Visually search ads are different from organic results only by one difference; they have black ‘Ad’ label in the result(refer to the image). Generally paid ads are granted the top slots in the SERP’s, hence it is very likely that the users clicks on these ads.

Google ads work around keywords. Ad creator chooses a list of keywords on which the ads are shown in the SERPs to advertise their business offerings. Then the ad creator bids (amount they are ready to pay for a click on the ad) on these keywords. These bids along with other factors, which Google considers, contribute to their SERP rankings. When any user clicks on this ad some amount, referred to as CPC (cost per click), is deducted from his ad account balance.

Importance of landing pages in Google Ads

Your landing page is a key component of your customer journey. The landing page must contain information relevant to the ad copy, must be conversion optimized and must be of high quality.

Some important points for landing page are mentioned below

  1. The prime aim of your landing page is to capture lead info of the user. Always ensure that the landing page is Conversion rate optimized (CRO).
  2. Zero Digression – There should be ZERO digression on your landing page i.e. the user should not be given any chance or medium to get diverted from your landing page to any other page.
  3. Keep it simple – Do not add too much text. Try to keep it simple and only put in essential information in the page, that will tempt user & help you to capture user info.
  4. In sync with Ad copy – Ensure that the landing page & the ad copy are in sync and are related to the same product. A mismatch can interrupt the customer journey and can result in failure in capturing lead info.
  5. Thank you page – after submitting lead information the user must be shown a thank you page. It is also a nice gesture to thank the user.
  6. Tracking code – A tracking code (JavaScript code) must be installed on the thank you page. It helps in optimizing the campaign for better conversion.

Why Google ads are right for you?

  1. Get results fast – As compared to SEO, Google ads can give the results much faster. Most companies rely on SEO (including on page, off page and technical SEO) for traffic and results. But the problem with SEO is that it takes time to give results. It can take months or even years to bring the website to page 1 or rank 1 of SERPs. In such cases using Google ads, pouring some budget money and getting assured traffic from an optimized Ad is an option worth trying out.
  2. Massive Reach – From being recognized as a platform, Google has become a verb. It is market leader in terms of search engine. This translates to an opportunity of using Google to reach huge amount of audience across boundaries, geographies and gender
  3. User Intent – The biggest advantage with Google ads is the intent of the user. Because the user is already making search related to the Product/Service or related keyword, the traffic generated from Google is of high quality translating into high conversion.
  4. Ads for all budgets – Google ads can be planned and executed for any budget amount. Although Google ads can be used to spend massive marketing budgets with results but it not essential to spend that kind of budget. For eg. Long tail keywords are keywords which have low search volume but which gives good conversion percentage. Hence for a low budget plan it is advisable & possible to bid on more relevant long tail keywords.
  5. Measurable matrices & results – “You cannot improve what you cannot measure.” Thanks to Google, all the matrices can be measured for Google ads such as impressions, CTR, cost per result, reach etc. Also integrating it further with Google analytics can give you deeper insight into your audience and power to target them better.
  6. Maximize ROI with different bidding strategies –
    • CPC bidding is recommended if your goal is to drive website traffic.
    • CPM bidding, which stands for “cost per thousand viewable impressions,” is recommended if you’re trying to build brand awareness. With this strategy, you choose an amount of money you’re willing to pay for 1,000 people to see your advertisement in full view. It’s only available on the Google Display Network, not the search network.
    • CPA bidding is recommended to advertisers when they’re focused on conversions like purchases or sign-ups.

After reading all the points you should not be asking “Why Google ads?” but should be asking “why not?” Google offers the flexibility to cater to any kind of business, any budget size and any campaign objective. If used correctly and optimized, It can be a vital part of your marketing plan delivering consistent ROI.

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