A lot of businesses that we speak to have a slew of questions about Google Ads. Google Ads can be a particular pain point for many businesses and because of this they can be cautious about taking the leap into their first ad campaign. In this Marla Academy article, we focus on some of the reasons why you should consider Google Ads as part of your digital strategy and their importance in driving online sales for your e-commerce website.
If your competitors are running ad campaigns when you are not, you are running the risk of losing sales that could potentially be yours. We always recommend giving Google Ads a try as ads can be changed at any time and campaigns can be stopped right away if they are not performing. This is the biggest advantage with these ad campaigns as they can be tested and you can avoid wasting too much money on campaigns that don’t deliver.
5 reasons why Google Ads are so effective
- They Complement Other Marketing Channels
Google Ads are highly scalable, which is why some businesses spend the majority of their digital marketing budget on Google Ads advertising. If you create a Google Ads campaign that is converting at a profitable rate, you can easily allocate additional advertising budget to the campaign and further boost online sales.
Google Ads are highly measurable compared to traditional marketing channels like TV and magazine advertising. Google Ads are very transparent and provide tons of PPC metrics that allow you to see at a granular level what is and isn’t working so you can make amendments accordingly. The measurable aspect of Google Ads allows you to quickly determine if your campaigns are not performing or giving a return on investment.
Google Ads are flexible and provide tons of options so you can customise your campaigns and ads to your particular needs such as hyper-targeting the audiences you most want to reach. You can, for example, only display your ad to people who search for an exact keyword you specify, like “Waterford hotels” – filtering out traffic on general terms related to Waterford or hotels. This is not possible with SEO.
You can also narrow your audience by location, time of day, language, browser or device type and more. With Google Ads, you can only display your ads when and where you want them. Google Ads also allows you to leverage their display network on third party websites, which is great for building brand awareness and often converts at a lower cost than Google Search.
Need some help with figuring out who you want to target exactly with Google Ads? Some of our persona development resources might be useful for you:
Google Ads have become much more engaging as they have rolled out lots of new ad formats in the past couple of years, such as product listing ads and in-video ads on YouTube. Google is motivated to do this because more engaging ads get more clicks and that means more revenue for Google. Higher clicks are good for the advertiser too, so take advantage of these new ad formats and extensions!
5. They Complement Other Marketing Channels
Google Ads are complementary to your other marketing efforts. Remarketing in particular is powerful way to use Google Ads to target people who have shown an interest in your business. With remarketing, you can track past visitors to your website with a cookie. Your display ads will then “follow” these people around the Internet, so your brand and products continue to stay in their awareness.
Get Going with Google Ads
Using the Google Ads Pay Per Click platform requires time and money, but as many businesses have discovered this is often time and money well spent. However it is important not to solely rely on Google Ads as you should have a healthy balance of digital marketing channels, including organic search through effective SEO, email marketing and social media. How you allocate your marketing budget will depend on which channels turn out to be most effective for your business.
Remember, we are here to help if you would like some guidance on Google Ads or assistance setting up your first Google Ads campaign. Get in touch at firstname.lastname@example.org to find out how we can be of assistance.