It is no doubt that digital marketing has opened up many new opportunities for businesses, big and small. Google Advertising plays a big part in online marketing, as they too were quick in cashing in on this newfound platform as it was expanding. Now as you search and scour the web, it is most likely that you will find a Google based advertisement on various sites. But let us start from the beginning.

Introduction of Google Ads

Now for those of you who are in need of a refresher, Google Ads is an online advertising platform created by, you guessed it, Google way back in 2000, where the importance of the web was just beginning to rise.

On this platform, advertisers pay Google to help promote their company through means such as advertisements, service offerings, product listings, video content and mobile application installs. 

You will have definitely come across many of their ads on platforms such as YouTube as you travel around the web. 

The Google Advertising services provides has become their primary source of income as of late. In 2019 alone, Google garnered around USD135 billion from advertising. So they need this service as much as you need it as well.

Google Ads uses the pay-per-click pricing model for it’s services. This basically means that the funds you put into a campaign will be deducted whenever someone clicks on the ad placement.

How it Works

The system in which Google Ads works employs the use of cookies and partly on keywords which are determined by advertisers. Google takes the characteristics and places ad copies on various pages around the web that are relevant to said characteristics. Websites which are partnered with may receive some income. The service operates on a local, national and international level. 

Features 

There are a vast variety of features on the Google Ads service that advertisers can use for a variety of reasons, some of them may include:

Keyword Planner

A tool that provides data regarding the different search queries and terms that users have use in the Google search engine, it also provides different resources for planning ad campaigns centered around keywords too.

This feature is best suited for small businesses that want to reduce the difficulty of managing ad campaigns. To reduce the difficulty, AdWords Express automatically manages keywords and ad placements. 

Google Ads Editor

Google Ads Editor allows advertisers to make various changes to ads and edit ads offline in bulk. It is a free downloadable program that comes along with Google Ads .

Google Ads Manager Accounts

Google Ads Manager Accounts  allows users to manage several accounts from a single login account and has a dashboard that helps visualise all the activity on the several accounts being managed. This feature is mostly used by Marketing and Advertising agencies who are in charge of large portfolios of their individual client’s accounts. 

Reach Planner

This tool allows users to see how far the reach and extent of their video ads can get  across YouTube and other Google video platforms and allows users to select their audience. 

Placement-targeted advertisements

With the use of the control panel, advertisers enter keywords, domain names, topics, and preferred ways to target demographics, after this is done Google will place ads on different sites that are relevant to the content of your company. 

If domain names are the ones being targeted, Google will give out a list of relevant sites for ad placements. With this, advertisers bid based on a cost-per-impression or cost-per-click basis.

The use of placement-targeting makes it possible for an ad to take up an entire ad block, rather than splitting the ad. This can ensure an increased visibility for the ad.

How Google Advertising Can Really Help You

It is faster than SEO

While SEO or Search Engine Optimisation is useful and can bring about great results, it can be rather time consuming. So to help with that, a Google Ads campaign can take use of the keywords that are relevant to help place your site in the top of the search engine results page or SERP, as an ad. You may have seen some of these ads the last time you searched for a service or a product on Google. 

A well optimised search ad campaign can be just as effective, if not, even more effective than a search engine optimised site. This is because, with a ad campaign, advertisers have the ability to:

• Manage and focus on multiple keywords at a time.
• Have the ability to switch the campaign on and off.
• Having ads that can appear on not just the first page, but the top of the first page.

However, It is still important to acknowledge organic results, as they are done through effort and have more long term benefits. But Google Ads can get you instant results, which is nice.

Both SEO and Search Engine Ads have both their benefits and downfalls, which can differ in their impact from company to company.

For more information on the difference between SEO and Ads, check out our article: PPC vs SEO: Which is the best for Online Marketing in Malaysia?

Brand Awareness Increases

If your brand is being seen around the web on relevant websites and if you get good on your Digital Marketing game, then it is in no doubt that the use of Google Ad services will therefore increase your Brand Awareness as more and more people will see your name.

Email Marketing with Ease

One form of digital marketing that we see and that is always there is email marketing. The practice of sending out emails to designated people who may be part of your relevant audience and demographic is the most used technique.

Back in 2015, Google integrated their Gmail service with their Google Ads service, making it available to advertisers. On Gmail, ads would usually appear in the promotion tab that has been created and placed there on default for any of those with Gmail accounts. 

Gmail ads are more cost efficient and can be used on both mobile and desktop platforms. 

Can See your Performance

Measuring the outcome of more traditional advertisements like newspapers, radio, broadcast television, cable television, billboards and so on is rather difficult. Not to mention that they are more expensive too, compared with Google Ad services.

There is no way to manage and control your own budget for these traditional mediums, it is all a matter of hoping for the best. 

With Google Ads, you would be able to see the on goings of the campaign and properly get a visualization to see how effective your ad campaigns are on the web. 

Google Ads can give information like:

• The people who click on your ads.
• The amount of leads that has been generated.
• The amount of traffic that a campaign has brought to your site.
• The keywords that generate the most traffic and leads.
• The cost per lead for your campaigns.

These are the kinds of information which can show advertisers or marketers what methods are working and what methods are not, this can help with allocating the budget to the more effective channels and alter other aspects of the campaign in order to achieve the best results without worthlessly digging through your wallet on campaigns which may not work. 

Access to More Analytics

You can link your Google Ads account with your Google Analytics account. While Ads is a very effective platform on its own,it itself won’t let you know what people do after clicking the ads however. By linking your Google analytics account, it will give you more information that would would show:

• The amount of time a visitor has spent on a page of yours
• The amount of pages that has been visited.
• The landing page’s Bounce Rate. 
• Various details about returning or new visitors to your site.

By linking your analytics account and Ad account, you get access to a wide array of important information that can further assist in your advertising campaign efforts. 

With the ability to measure the performance of the Google ads in its whole, an advertiser can halt the non-performing keywords, campaigns or ads and experiment with different variations in order to increase the effectiveness of your various campaigns and boost the overall results.

The data can also assist in the creation of content that is revolved around various keywords and behaviors of the consumers. Which can increase your pages ranking with organic results as well. 

Give you a Lead over your Competition.

Keeping an eye on your competition is a great way of ensuring you do not fall behind them. Google Ads is very transparent. You can use this transparency to see what sort of advertisements your competition is running. With that you can find new windows to move ahead of them. But be warned, if you are on Google Ads too, your competition is probably looking at you as well. 

So be sure to act quick in finding new windows of opportunity, before your competition does.  

Conclusion

Hopefully, this article has given some insight on the benefits of using the Google Ads Services and how they can help achieve better digital marketing outcomes and results for your business.  If you’re looking for an agency to handle your Google Ads campaign, Sterrific offers Google Ads services as well! Feel free to drop us an email or a call here – and we’ll be in touch with you in no time.

For more articles such as these, do visit our blog!