When it comes to Search Engine Marketing, or SEM, we think of Google Ads. This is primarily because of Google’s size and influence, they hold over 90% of the global market share. All the other search engines, combined, hold less than 9% of the market. A staggering fact isn’t it?
The purpose of this article is to help you understand what Google Ads (previously known as Google AdWords) are all about, their relevance for your business, and the different ways in which they can add value to your marketing efforts. So without further ado, let’s reveal how you can boost your online sales in 2023 with Google Ads!
Google Ads have transformed even the smallest Brands into global empires.
If you want your business to be featured alongside the huge number of searches that take place on Google each day (spoiler, it’s over 8.5 Billion) and rapidly increase your Brand awareness whilst growing your bottom line, in our opinion there is no better ‘bang for your buck’ than using Google Ads.
Here are our top 5 reasons to consider Google Ads to boost your online sales in 2023:
1. Google Ads Deliver Quality Leads
Sales professionals and Marketers alike know the importance of quality leads. At the end of the day, your ad campaign should meet the objectives of your brand.
With Google improving its algorithms every day, you can be assured of reaching your target audience. With billions of searches every day, frankly it would be hard for them not to.
Google Ads allow you to bid for specific keywords – short or long-tail keywords. While the latter allows you to target potential customers with high intent, the former may get you higher traction with fewer leads.
You can generate leads in so many ways and from so many services with Google Ads – the world really is your oyster.
Ever felt that Google knows what you like more than your best friend?
This is all down to Google’s smart algorithms. They can detect user intent and serve them just what they are looking for on a silver platter.
Having the ability to essentially ‘know’ user intent, retain all that data and then provide a platform in which an every day person can advertise using it is a game changer.
No other platform, search engines or social media alike, come close to the power of Google in this regard and it’s all down to the algorithm and volume – the number of people, just like you, that use it every day making it more intelligent.
The power of Google Ads is in the Audience Segments
Your ad has to be exciting and make a big enough impact to sway users, ideally in under 3 seconds. With Google Ads, you can target users who are looking for a product that your business has to offer by using highly-targeted audience segments.
These audience segments and affinity segments are separate to keywords but equally as important. They help to focus your marketing efforts by connecting more deeply with the type of person who is most likely to engage with your Brand.
For example, someone searching for the latest super-efficient solar panel are likely to be the type of user who has affinity for green living. In this case, we would choose the affinity audience ‘Green Living Enthusiasts’ to target them (amongst others).
This level of precision provides you with an edge over other advertising channels and allows you to win more leads.
2. Control Ad Spend With Google Ads
Once upon a time, marketers really struggled to keep their ad campaigns within budget. The reporting capabilities and the speed of communication was poor to say the least so everything was slower and based on estimates.
Likewise, the marketing options available weren’t particularly effective either – but they were all we had – and you often needed to use multiple companies in order to advertise across multiple channels.
This approach increases operating costs and creates accounting challenges; trying to juggle lots of invoices and payment schedules isn’t easy and worse yet – they carry their own costs too.
Google Ads are a simpler & more effective marketing option
Google Ads use multiple channels, with powerful reporting capabilities that are near real-time combined with fast ad development times all provided by one single company.
This approach solves many of those marketing challenges from yesteryear. With the added benefit of it being digital marketing, which virtually puts your brand in someones pocket and follows them wherever they go.
Your business can be seen every day across Google Search, GMail and YouTube amongst others – the reach is extraordinary and the marketing of dreams only 20 years ago.
It is almost impossible to overspend with Google Ads as they hand complete control of how your money is spent over to you. You can target specific keywords, assign the number of bids, and set daily budget limits. Most importantly though, you are only charged when an ad is actually clicked putting you firmly in the driving seat.
3. Increase Brand Reach with Google Ads
Google Ads are so much more than just a means to drive clicks. They are a powerful tool to spread brand awareness and increase your exposure. This is particularly important for new businesses.
Reinforcing your Brand name, personality, reputation, etc are all vital to build trust with your visitors. The more you repeat these things consistently, the stronger your Brand becomes and the more trust you earn with potential customers too. And it is trust, that will ultimately earn you sales and loyal customers, make no mistake – trust is everything.
By leveraging the Google Ads network, even if potential customers aren’t clicking any of your ads, they see your Brand. Your name, your contact details and what you offer, in addition to whatever else you choose to showcase on your ad.
There are even options to focus on increasing your Brand’s reach above all else, less clicks and more impressions for example. With this level of customisation and flexibility, you can hone down and refine your marketing goals – and achieve them. It really is a ‘have your cake and eat it too’ situation.
4. Rich Reporting Capabilities in Google Ads
When it comes to marketing, reporting is vital. If you are unable to analyse precisely how your ad campaigns are performing then, at best, you are gambling with your advertising budget and at worst you are marketing blind.
Without powerful reporting capabilities, it throws into doubt just how effective your marketing campaign really is – your ROI and Conversion rates being the most important – and worse yet, you would have no idea what to improve to turn things around.
Google Ads not only provides a plethora of analytical information itself, such as the example seen above, but it also integrates seamlessly with Analytics suites to greatly expand these capabilities and provide the clarity of what this traffic leads to on your website.
Our Analytics suite AnaTrix, is 100% compatible with Google Ads and allows you to track all this ad traffic using Events, it’s a feature which helps track conversions. All the while, monitoring in real-time what all the website visitors are actually looking at on your website without compromising their privacy.
AnaTrix is a cookieless, privacy-centric analytics suite and well ahead of its competitors in simplicity and size – less than 1kb! Take a look…
Google Analytics also provides highly detailed monitoring capabilities which you can then report on. No matter which analytics suite you choose, it all serves to empower so you are fully in-control, at all times, and can see when campaigns are beginning to go ‘off piste’ and require intervention before the wheels really fall off.
5. Faster Results Than SEO with Google Ads
Google Ads are a faster way to grow your business. However, full disclosure, Search Engine Optimisation or SEO is still the backbone of the most highly visited websites. The posts and pages you see on the first page of the Google search results aren’t just well-written with carefully researched keywords; they belong to websites that have amassed a huge number of backlinks which they have steadily gained over time.
Backlinks are, and probably will be for some time yet, the joint number one ranking factor for websites along with Core Web Vitals (which we wrote an article on recently).
However, SEO does not happen over night. It can take years before one of your webpages is ranked on the first page of Google for a broad keyword search term. Many businesses, sadly, never see the day because they never saw the value of engaging with an SEO specialist to get them there. But with Google Ads, you can work around this problem.
When you get started with Google Ads, your chances greatly improve as you leap-frog all the organic results on the search engine results page (SERPs).
As you can see in the example above for an Accountant, when searching for ‘accountant in kapiti’ your business could be right there at the top. Because of this premium ad placement, your web traffic grows exponentially and it grows easier with time too.
There’s no endless search for valuable backlinks that will bump your page up the search results place by place like with SEO. Plus there’s no trawling over keyword density on your post-click landing page. When those Ads start – you are right there, at the top.
Precisely where everyone looks first and that means you stand to capture most of the web traffic. 75% of all clicks on the first page happen at the top.
Your next steps.
At VIEWFULE, we help to provide businesses, just like yours, with getting the best ‘bang for your buck’ every day. Putting up signs all over town, creating radio ads, writing a newspaper ad or even performing a leaflet drop have largely become inefficient marketing methods by today’s standards. The ROI is poor by comparison, very hard to track and report on, and the costs have increased considerably to $1000’s per month in some cases. You can avoid this entirely with Google Ads. So reach our for your FREE consultation and we’ll talk through if Search Engine Marketing is right for your business.