You’ve heard about Google Ads before. After all, it’s why you’re watching this video. But you’re probably watching this because you’re confused about how Google Ads get you customers and whether or not they’re worthwhile.
The problem with Google Ads is that they can be hard to explain – some people oversimplify them, and some overcomplicate them - I’m hoping to land somewhere in the middle.
So there are three main reasons, you want to use Google Ads.
The first, is immediacy.
For context, I’m sure you’ve heard how great SEO and Content Marketing are for generating customers, and that they are necessary and effective strategies because they work.
Which is true.
Unless you need results straight away.
Because although SEO and content marketing are powerful strategies, they take time and patience to implement and their effects won’t be seen immediately they are a slow burn.
Google Ads however, are the complete opposite.
Heck, you can get a Google Ads campaign up-and-running in next to no time. And if you do it right, you'll start generating new sales almost immediately.
And the best part is, they are performance-based.
What does that mean? Google Ads are pay per click (PPC) advertising which is different from other advertising such banner ads with a cost per thousand impressions because you’re not paying for views - you’re paying for actual results.
So with PPC, if you don’t get any clicks, leads, or sales, you don’t pay. It’s as simple as that.
And if you’re winning the bidding war for your keywords (we’ll discuss bidding in more detail in another video), then you’ll be getting clicks from the moment you launch your campaign.
But that’s not the only benefit…The number two reason is targeting.
When people visit Google, they’re searching for something specific which in marketing speak, means they have intent. They are actively searching for something to shop for. And with their search terms, they’re literally telling you what they need by typing out those words.
So when you combine the user intent, with your ability to tell Google exactly what words and phrases you want to show up for (as long as you have the expertise to do so – there’s an arty-science to getting it right), you can be certain that when your ads are delivered, they are being delivered to an audience who actually needs what you’re advertising.
Which is why Google Ads are so profitable. There’s no better SEM (search engine marketing) available.
The third reason is that Google Ads allow even small businesses to be competitive.
Let’s be honest for a moment.
When it comes to ORGANIC search results, Google loves to have the big brands right up there. So until you’re one of them, it’s going to be tough to outrank them no matter how much better your offer might be.
But Google Ads let you game the system with Google’s permission.
So instead of waiting around for months on end while your library of content and links gain recognition and crawl up the organic search results, with Google Ads, you can jump straight up to the top spot on the page.
Which means even the small players in an industry can compete head-to-head with the top of towners and all it takes is a few minutes and a few dollars as opposed to months or years with SEO and Content.
You see, the Google Ads marketplace is an auction. People bid money for clicks. But, it’s not just the highest bid that wins - Google combines the Cash Factor with an Ad Quality factor so as to make the most effective experience for the user.
So while a small business may not always have the most cash to splash, if their targeting, campaign set up and ads are optimised to the user experience, they can win.
Oh, and there’s one more bonus…
We all know that working out what keywords customers are using to find your business in the organic rankings is somewhere along the scale of difficult to impossible.
But using Google Ads can reveal the secret ‘money making’ keywords in your industry. So just by spending a few dollars, you can discover which keywords convert the most effectively so you'll be able to take them back to your content and SEO strategy.
Google Ads are an incredible means of getting targeted traffic delivered to your door and if you haven’t tapped into their potential, you should. But although they are simple, that also makes them dangerous.
Like anything, they take time to master so seek the advice of someone who knows what they’re doing.