In the digital world, having a good online presence is as important as having a great product or service. Online advertising is an area to never be neglected, especially for small businesses trying to establish brand awareness and widen their reach. There are many ways to achieve this, which can be both a good and a bad thing. It can get overwhelming, but the good news is there is one great place to start with. Google Ads is a powerful tool that encompasses many platforms, making it beneficial to learn and invest in.
Google Ads is Google’s pay-per-click (PPC) advertising platform. There are many types of advertisements under this program and the most common is search ads. They appear at the top of search engine results pages (SERP) for queries that match the service of the product being advertised.
When a user types in “best-fried chicken near me,” the result on Google search will display all websites, media, and documents that link to this keyword. What businesses pay for is being at the top spot. The paid results spot is at the very top while the organic results are below them. Businesses pay a premium to enjoy attention from users.
Another one of Google’s properties is the Google Display Network. It is a collection of third-party websites that agreed to be part of the network by serving Google ads. When a business pays for a display ad, the ad which can be in text, image, or video format will be displayed in selected websites. Businesses can shoes who to target by using audiences or remarketing as a targeting filter.
Nothing can be more straightforward in advertising than shopping ads. It appears at the top section of a SERP related to a query. However, how it works is different from how search ads do. Instead of targeting keywords, businesses need to maintain a catalog of products that Google will use to match the query.
Everybody is familiar with YouTube ads but not everyone knows that YouTube is Google’s property. YouTube ads can be a video, an image, or a text and work just like how display ads do.
How much businesses spend on Google Ads will depend on a lot of factors. Some are the competitiveness of keywords, the industry, the geographic location, and the quality of the ad campaigns. In the US, the average cost per click is $2.32.
Google ads’ benefits are undeniably helpful. One, businesses can get instant results. Another is that there is an avenue for experimenting with which types of ads work and which don’t. The results are measurable and the entire campaign can be tweaked according to budget. Plus, with Google’s extensive ownership of data and information, targeted advertising is a piece of cake.
There are also cons like ads being generally useless unless paired with other marketing efforts. So, depending on Google Ads alone to transform sales is a bad move. It’s a part of a puzzle that can be completed with a good product or service, effective landing pages, and convincing copy.
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