What is Google Ads?
Google ads (formerly known as Google AdWords) is one of the most powerful digital marketing channels available to marketers today. Not only that but Google Ads is arguably the largest advertising platform to have ever existed. In 2017, for example, the majority of Google’s $110.8 billion revenue was generated through its advertising platform, which was known as Google AdWords at the time. Through its knowledge and collection of people’s internet activity and relatively straight forward method of creating ads that can be launched globally at the click of a button, Google has created an advertising eco system like no other.
Why is Google Search Ads so important for digital marketers?
The key reason that Google Search Ads is important for digital marketers (and the companies they promote) is because they serve adverts to people while they are actively seeking a product or service. Compare this to a TV ad. You are watching your favourite TV show on a Sunday evening and during the break an advert for a new cleaning product is shown. This advert, regardless of whether or not is relevant to you has interrupted your viewing and you had no choice on the matter. Whereas with a Google Search Ad you will only see an advert for cleaning products when you are actively searching for a product or similar keywords or phrases to that product (more on keywords later). A term commonly used for this is “search intent”. Search intent is the single reason why so many digital advertisers flock to Google’s Ad network and allocate their budget to this behemoth platform.
Do Google Ads work?
The simple answer to this is yes. If Google Ads did not work then advertisers, marketing agencies, companies and individuals would have stopped running their digital adverts on this digital marketing platform. But! They don’t always work and they are not always the right move for every company. This is why a good deal of effort needs to go into the scoping and planning stage prior to launching into a campaign. There are times when at first glance it may seem like a campaign could be too costly to run or there isn’t enough search volume around your chosen keywords, but with some further investigation we often discover some very valuable low hanging fruit. For example, if your industry is very niche and has long sale cycles then the term that only gets 10 searches a month could be a strategic move for you to target compared to one that gets 10,000 searches a month.
The beauty of Google Ads is that you only pay when your advert is seen and clicked so as long as you’ve a well thought out campaign, there is very little wasted budget.
Get in touch today, if you would like to discuss how Falco Digital can help you generate leads using Google ads.