What are Paid Ads / PPC / Google Ads and how these ads help in your business?
Basics of Online advertising
Every business whether dealing with products or services has a message. And to spread the message you have to advertise, you have to spread your name and put your face on display.
That is to say one has to advertise to get noticed and once you decide to go ahead, the next step for you will be to focus on the advertising options that are impactful and are trending. Online advertising or digital marketing cannot be ignored and has to be one of the main items in your advertising basket with the latest changes taking place mainly post covid.
Online advertising helps you to show your business to people who are searching you and further gives you the option to ignore those that are not interested. It also gives you the detailed information to track down your customers in the marketing journey. You can track whether these customers clicked your ad or not. You can track how many and who all revisited your website and who all were hesitant to close the deal as well. This enables the advertiser to follow up with the customer and make attempts to close the deal and win trust.
Online mode of advertising gives you the easy way to reach your potential customers through their different devices like laptops, smartphones, desktops or tablets.
While planning for this mode of advertising for your business, for the product or the services that you offer, Google ads will be a strong base to start with. Imagine how fast you can reach a customer who is searching a product or service that you are offering, the moment you plan to go online with Google ads.
What are Google Ads ?
Google offers advertising service which allows the advertisers to show ads that are clickable on the Google’s search results. On the search engine result page (SERP) it displays both organic searches and paid searches. Paid searches are the clickable ads ( that are the sponsored clicks).
These are pay per click ads which provides the advertiser the benefit to only pay for ads that are clicked by the visitors of the page.
The advertiser bids a rate for the advertisement based on certain keywords, that he wants his ad to show up in the Google’s search result page.
When a user searches a result based on such keywords then the ads are displayed on the search result pages. Since the ads are charged on “pay per click” pattern so the advertiser only pays if the user clicks on the said ad.
- 92% of the total searches made globally are on Google
- With 92.47% of all searches globally Google is the most dominant search engine followed by Bing 2.31% and then Yahoo 1.53%.5.6 billion searches are made on Google per day, making 63000 searches per second.
- 28.5% of the time Google’s first result is clicked by users
- 59% of all Google search traffic comes from mobile devices
- 46% of all Google searches are local (2016 data) and Key phrase ‘curb side pickup’ searches increased to 3,000% in 2020.
- Customers may not be searching for products or services but are certainly searching local business searches.
- Paid search is 1% more effective (in driving revenue) than organic search
What are the benefits of Google Ads or PPC
Google Ads provides various benefits to the advertiser and makes it the one of the many digital marketing techniques that companies are using to gain a competitive edge. Listed are few of the benefits for your reference.
You can reach your customers when they are looking for products or services that you are offering.
You can connect with your local customers, reliably
Enables you to show your location to searchers
Enables you to target highly specific searches
You can show your contact information
You can reach your mobile customers where ever they are
You can choose and optimize where your Ads is to be seen
It gives you ample customization options enabling you to get measured results
You can control your budget
You can run multiple campaigns based on your marketing needs
How Google ads can help business to grow?
This is a common question that every advertiser thinks on before making a move to start with Goggle Ads campaign on the popular online advertising platform. Google Ads help gives apt and in-depth idea of how to grow business with Google Ads.
Hanapin Marketing stated the importance of PPC in the modern advertising world and cited the fact that 74% of marketers say PPC is vital to their business as proof and is a huge driver for their business. StateofPPC_19-20 report (brainlabsdigital.com)
Few important points have been curated to help you understand of what role Google Ads can play in growth of your business.
Online advertising helps you target different types of customers you wish to target and filter those whom you are not interested in. You can plan different targeting methods to reach your customers when they are searching for your product or services.
Define and reach your marketing goals
Google offers different ad formats and features enabling you to customize your ad.But before you start working on your ad it is extremely important to decide and define your marketing goal. You can set your marketing goals through Google ads by simple adding call to action buttons, enabling the customers to move more towards completing the deal. Google ads gives you the options to set your goals as what you intend your customers to take action on.
Do you want your customers to
- Take action on your website
- Visit your shop / store
- Make a call to you
- Install your app in their devices.
Once the goal has been decided for your business;
Define your Keywords
Identify the keywords which you think your customers / visitors may try to search for the product or services that you offer and try to locate you. Choosing the correct keyword helps you rank better on the Google search engine result page and reach your customers who are looking for you.
While selecting your keywords you need to think like a customer and identify those keywords or phrases that are extremely close to your business.
You also have the option to list out negative keywords that will help you by not showing the ad to people who are not interested in your product or services and may uselessly click your ad, making it more expensive for you.
Define your target audience
This enables you to select the audience when your ads are published on Google Display Network or YouTube. You can choose your target customers based on their age, location, the sites they prefer to visit and their area of interest.
Define your budget
Google ads help you define and set your budget, even to the extent of daily basis.This guides you to decide the amount that you can send on the ads. When a customer interacts with you through your ad then only you are entitled to pay. You base your bid on what is best for your business.
Measure your ad’s performance
Once your ad is published you start receiving the inputs and data, Based on these you can track the performance of your ad. This enables you to make changes where ever you think you should and further improve your results. Online ads give you the advantage of measuring your results and correcting simultaneously to get better results.
Advertise across platforms
Online ads give you the advantage to publish your ads on any platforms enabling you to connect with your desired customers wherever they are and whenever they wish to locate you. They can be accessed though any device they carry be it desktop, laptop, tablets, mobiles or through any app.
You can effectively improve your business by acutely working on your ads that deliver the best results for growth provided your settings are correct.
Types of Google Ads
There are basically five types of Google Ad formats that give you the options to start your ad campaign as per your need. If you are new to Goggle Ads and you are hesitant what the outcome can be or frightened to try as the response may not be as desired then the best way to overcome it is to start with the basics of Google ads and just begin with Google search ads. The different formats mentioned below will give you an idea of what are the various types of ad campaigns you can try for.
Google Search Ad campaigns or search network campaigns enable your ads to appear on Google search result pages, on Google maps but it also appears on Google search partners on YouTube and on Google shopping. Once a user search using terms similar to your keywords, he can see your ads on all the above-mentioned sites.
Display Network Campaigns support the Display ads or the visual ads that have both text and images and are of various sizes. It appears on the Google Display network including Gmail and YouTube.
Shopping Ads Campaigns enables Google to use your data that you submit in the web stores to display your products when the user is making a search for products similar to yours.
Video ads campaigns are ads that help in promotion of the company through display of video ads in YouTube and other Google Display Network properties.
App campaigns enable you to display your ad on Google search, YouTube, Google Play, the Google Display Network, Google Discover, Google search patterns and many more publishers.
How to start with Google Ads?
For a busy business owner or a marketer Google ads or PPC can be a bit complex as it requires continuous monitoring and optimization of the ad and your website. You need to understand all the details that are important for you to know before you start with the PPC ads anticipating high returns. It is important that your customer experiences seamless journey as a buyer once he clicks your ad and finally when he closes the deal. To get the grasp of the basics or in case you are in need of any initial guidance you may contact us, to help you start your PPC ad.
Anchal Mehra
Anchal Mehra is the founder of Maayaz Media in and is a certified Google Ads ( including Google search ads, Google Display and Google Shopping ads) and Google Analytics expert. She holds knowledge in SEO and possesses more than two decades of work experience . Her passion is into digital marketing and with her analytical powers she goes in depth in her work.
