Google Ads are one of the most popular ways to increase revenue using several ad types.
If you’re like most business owners or marketing managers, the idea of Google Ads management is both tantalising and terrifying. After all, if done well, Google Ads could transform your business. Although, if done incorrectly, you could spend thousands of dollars and euros and get absolutely nothing in return.
What are Google Ads?
Google Ads is a pay-per-click (PPC) advertising platform; however, unlike other PPC platforms like Facebook, Google Ads offers businesses and advertisers two principal ways to reach people, either through the Google Search Network or the Google Display Network.
Whilst these methods are technically both different, they equally use a bidding system where advertisers must bid to display their ads to target audiences.
Google Search Network
The Google Search Network is where ads are shown to users who are actively searching for the keywords that you are bidding on. If you are a law firm in Arizona, then naturally, you need to ensure your ad is shown each time a user types in “real estate lawyer in Phoenix.”
As you can imagine, these ‘text ads’ offer an excellent possibility to capture users who are at the researching and possibly willing-to-buy stages of the sales funnel.
Google Display Network
Alternatively, the Google Display Network operates a different way. Rather than displaying ads to users who are intently searching for a product, service or solution online, ‘banner ads,’ or ‘display ads’ are placed on websites which permit showing ads on them, and that your target demographic will likely to be browsing on.
Typically, people are usually less likely to click on display ads, as these are not active searches per se. However, sometimes, people are not aware of what they want until they view it, so display ads can help businesses obtain much-needed brand awareness to potential customers. Display ads are also cheaper than text ads when comparing CPC rates.
Display ads are an excellent option for retargeting campaigns, where your ads are shown to previous visitors to your website, to get them to return and (hopefully) buy or sign up for your product or service.
Should my business be using Google Ads?
Today, there are a plethora of PPC platforms to choose from Facebook and Instagram Ads platform, Pinterest Promoted Pins, Twitter Ads and LinkedIn Ads. Google Ads is not even the only search engine ad platform—Bing Ads and Yahoo Search Ads are also options businesses can consider.
However, despite all the competition, Google Ads is still the best way to reach your target audience.
Facebook Ads and other PPC platforms certainly can work, and they can work exceptionally well. However, being able to reach customers who are searching for products, brands and content like yours (not an option on most social media PPC platforms) is an exceptional (and profitable) opportunity that should not be underrated. It could provide your business with the chance to accrue more sales before your competitor does.