10 Reasons Why You Should Use Google Ads

If you are a business interested in leveraging Google traffic then you should consider using their Google Ads platform. Doing so will give your website a near-instant traffic boost, and is much quicker than organic SEO or social media activity.

The platform used to be called Google AdWords but it rebranded to just Google Ads in 2018, so if you hear people referring to Google Adwords or Google Ads, it’s the same thing.

Why use Google Search Ads?

There are many reasons why people choose to use Google Ads for their online advertising. Some of the most common include:

  • A desire to monetise web traffic with advertising
  • To gain visibility for a new product or service, i.e. market validation
  • Increase site revenue per visitor
  • Raise brand awareness
  • Lack of existing visibility in the organic search engine results page
  • Run alongside existing marketing efforts
  • Compliment your visibility in the organic search results
  • To receive more phone calls to the business or visits to the business’s physical location

The above list is certainly not exhaustive and there are many more reasons why people might choose to use Google Ads.

Why should you use Google Ads?

If you’re a business interested in increasing your website traffic then using Google ads is a great way to do so, because it’s going to give your site a small but near-instant boost. This will be noticeable as soon as you start, be it more enquiries received or sales made. If your website is new and has no other source of traffic then using Google Ads will give it much needed traffic. You’ll need a Google Ads account to get started. There are a whole plethora of types of ad campaigns you can create too, including those for Google Maps (Google My Business), YouTube, Display Network and Google Search.

How do Google Ads Campaigns work?

Google Ads has a pay per click model. Advertisers search for specific keywords/search queries in Google and make bids on these same keywords. The bids you make are called “maximum bids” – the maximum you can pay for the advertiser. Google compares the bidding amount to a quality score. Your Quality Score combined with your bid amounts created your Ad Rank – the spot that the ad appears on Google’s search results. And when an audience sees an advertisement and clicks on it, the advertiser pays for this click. Your ads are created in an Ad Group, which contain the ads and keywords you want to target. You can create multiple ads and run split tests, to identify which one performs the best.

How do I use Google Keyword Planner for my ads?

Google Keyword Planner is Google’s free keyword tool for choosing the keywords that your business should target. The keyword planner will provide insights into these keywords in addition to asking how many times they are searched for on a monthly basis. From here, you need to decide which keywords are right for the type of Google Ads campaign you’re running. This can include brand awareness and conversion campaigns.

Why do you need to use Google ads?

The use of paid ads is beneficial for any business that wants to increase its website traffic from search engines. If you run a new website then using ads will give it the boost it needs. It’s also important to mention that results can be seen within days of starting out, whether this is through increased enquiries received or sales made. Another good reason to use Google Ads is that your competitors are probably already running Google ads too. With more optimised Google ad campaigns, you can not only appear above their ads but also pay less per click. (Google Ads isn’t about who pays the most to appear at the top)

Google Ads Terms to Know

Below are some important terms to understand before starting out with any Google Ads campaign.

  • Quality Score – this tells Google whether your advertisement is relevant and useful for each keyword.
  • Cost Per Click – this is what your business pays for each click on an ad, be it either text or display based. Each ad click will reduce the daily budget set in your campaign.
  • Conversion Rate – the percentage of visitors to your site that takes action after clicking on an ad. To maximise conversions, you should target keywords that are relevant to your business, have a high search volume and are easy to convert into leads.
  • CPCV – Cost Per Completed View – this is paid by advertisers of video ads on YouTube for every 1000 views
  • CPLV – Cost Per Lead Value – This value is determined based on the quality of leads generated via an advertisement and can also be used to measure lead generations.
  • CPA – Cost Per Acquisition – This is how much it costs you to acquire a customer and can be calculated by multiplying your total ad spend with the conversion rate of visitors from ads
  • CPM – cost per thousand impressions – this is what advertisers are charged for every 1, 000 times their ad displays.
  • CPC – cost per click – this is what advertisers pay for every time a visitor clicks on their advertisement, resulting in a conversion
  • Conversion Rate – the percentage of visitors to your site that takes action after clicking on an ad. To maximise conversions, you should target keywords that are relevant to your business, have a high search volume and are easy to convert into leads.
  • Ad Rank – this is an advertisers position on Google search results. Advertisers with higher quality scores and relevant keywords have a better chance of appearing in the top positions, with their bids taken into consideration when assigning this rank

How much does Google Ads cost?

The most important reason for using Google ads is that you can completely control the cost of ads. When you set a budget you cannot exceed the price when your ads show. The cost per click depends on the competition for each keyword, but also on your Ad Rank. Google determines this based on the bid, the Quality Score and the Ad Rank thresholds. The cost of using Google Ads varies greatly, depending on many factors. We can work with budgets ranging from £250/mth and above.

What are the benefits of Google Ads?

Google search advertising has a few advantages that many users don’t realise. Here are just some of the big advantages you receive when using Google Ads.

1) Earn more conversions

By driving quality traffic to your website or landing page, you’ll increase the number of conversions. The key point here is you’re attracting qualified traffic to your offer – people who are actively searching for what you sell or provide.

2) Build brand awareness

The Google Ads Display Network allows you to prioritize brand awareness by choosing to show your ads to more people than focus on clicks or conversions.

3) Bring any budget to the table

You can also decide how much you want to spend every month and adjust the budget based on the performance. When ads perform well you are able to increase the number of ads placed to get the desired reversible result. It helps decrease Google Ad spend on underperforming advertising. You’re allowed to control everything from the maximal bids of an ad to the daily budgets of a campaign. You have the option of how much time you spend per ad every month.

4) Get faster results than with SEO

Depending on the competitiveness of your market, it could be several years until one of your web pages gets placed on the first spot for broad keyword searching. When you begin using Google Ads, your ads can show up near-instantly (and at the top of Google – prime position)

5) Keep full control of your campaigns at all times

Google ads give you the power to control and optimize your advertising, making it more effective. You can easily adapt to any changes that occur in Google or your competitors’ strategy with just a click of a button. Every change you make is logged so you can view the history of changes made over time. You can also set up negative keywords – these are keywords for which your ad shouldn’t appear – and these will help minimise wasted clicks through better targeting.

6) Harness intent-driven searches

If you’ve ever used Google search, this one will make a lot of sense. When you enter a keyword into a search, it’s because you have an intent to find something. You’re not just browsing for the sake of browsing – there is a purpose behind every search. Google Ads allows you to place your website right in front of the person with that intent.

7) Google’s massive reach

You also have the ability to reach your target audience on Google, all of Google’s partner sites and over 75% of the web through the Google Display Network.

8) Capabilities that allow for a range of targeting

Bidding on broad keyword searches like “accounting software” will present your ad to prospects in the later stages of the product research process. Another great way to build your list is using long-tail keywords. They generally are less expensive and it’s worth it for you to attract people that are seeking exactly what you offer. Most times people looking for a long string of specific keywords have a higher intent. And intent is what makes ad sales so valuable.

9) Maximize ROI with different bidding strategies

With Google, you can decide how much or how little you want to spend on clicks. You can either set your CPC bid yourself or leave it up to Google. It’s very useful for maximising your return on investment (ROI). If the bids are low and visitors aren’t converting well, just raise them until they do.

10) See results in an easy-to-understand format in Google Ads

The Google Ads dashboard has been well designed so you can understand where your ad spend is going and what ROI you’re getting. In addition to this, you can also create your own feature-rich custom reports in Google Data Studio, especially when combined with your Google Analytics data.

In conclusion, Google Ads provides a lot of opportunities for reaching your buyers. It’s a very cost-effective medium and, if you know what you want to achieve, it can be used to gain valuable insights into the market. If you would like to explore Google Ads for your business, get in touch with us to discuss more.