points covered

  • Control Your Budget
  • Get in front of high volume traffic
  • Use keywords to control who sees your ad
  • Advanced reporting to better understand your ads

here’s 5 reasons to advertise on google


A powerful tool

If you’re a small business and new to the game of marketing, you’re probably asking this question. Why should you consider advertising on Google? What can Google do for me that other platforms or outlets can’t? If you’re asking yourself this question, then consider this one fact. According to Google Zeitgeist, the search engine handled 3.2 billion searches in 2012. Industry experts estimate that figure to be 10x that amount today. Stop and think about that for a moment. How many other platforms or outlets can you name that bring in that much traffic? Social media is a close second contender, but it recently has been struggling. In this post, I’ll cover some important things to consider about Google’s advertising platform. If you’re not convinced by the end of it, then I didn’t do a good enough job of explaining.

Reason One: High Quality Traffic

In the paragraph above, I referenced Google Zeitgeist’s statement that the search engine received 3.2 billion searches in 2012. This is an astounding number of visitors. Of course, not everyone will see your ad. I would estimate only a small fraction of that number will actually see your ad. But it’s still quite a lot of visitors. From my experience, Google brings in the highest quality of traffic to your page. This is because only people interested in your product, service, or brand will see your ad. People who aren’t interested in what you offer are excluded.

Reason Two: Target Your Ideal Customer

Google has a variety of advanced targeting options that let you focus in on your perfect customer. When people have a problem and are solution hunting, they turn to Google. This gives you the perfect opportunity to get in front of them right when they need you. Google uses location targeting, keywords, and audience settings to narrow in on your market. If you owned a bakery in town and wanted more foot traffic, you could set a radius around your address so that your ads would only show to people close by.

 

Keywords give you the option to show on specific searches people are typing into Google. For example, someone might search, “best bakery shop in Portland.” Your bakery business could use “Portland bakery shop” or “best Portland bakery” as keywords. This allows your ads to show up on relevant searchers for bakery shops in the area. This also ensures you don’t show up on any unwanted searches like people looking for HVAC services.
In your campaign and account settings, Google gives you the ability to narrow your market down by audience. You can target people based on demographics, interests, and affinities. If you sold men’s razors, you could target only men of a certain age. But be cautious when choosing audiences. Before you go down this path, you want to make sure you know this audience segment will convert and bring you more leads. Sometimes you might find that the audience segment is too narrow and is losing you valuable traffic.

 

Reason Three: Control Your Budget

As an economical search engine marketer, I work with many small businesses to advertise effectively on Google within a limited budget. The one complaint I often hear is that people think Google is too expensive. This may be true in some industries like lawyers but not all industries. It can be difficult but advertising on Google within a set budget is certainly doable. In your campaign settings, you have the ability to choose your daily budget. You can also set the max amount you want to spend on clicks, conversions, or impressions. While Google won’t spend over your max CPC, it can go over your daily budget by 200%. I like to use scripts and reports to ensure this doesn’t happen on my account.

Reason Four: Advanced Reporting

Have you ever wondered why customers aren’t converting on a page? Would you like to know what pages prompt them to leave? Or how about how many times they return to your site? I like to tell my friends, clients, family, and whoever will listen that we are so lucky today. In the pre-internet era, it was impossible to track exactly what was working and what wasn’t. Google has so many ways to track how users interact with a page. This provides valuable insights into your customer’s journey so that you can tweak your messaging to fit their experience. In Google AdWords, you can see bounce rate, average time on site, conversion rates, and more. Google Analytics provides you with an even more endless supply of data. Google’s advanced reporting features have helped me to increase my clients’ ROI without having to raise the budget.

Reason Five: Quicker Results

In the world of digital marketing, there are two camps: SEO and SEM. People who do SEO believe their team is the best and tend to be scared of SEM. People who do SEM believe their camp is better and don’t have patience for SEO. I think both are integral to advertising on Google. SEO can help boost your website’s ranking which in turn makes you more favorable with Google. SEO is a great tool that I wouldn’t not recommend, but it can take a long time to kick in. If you aren’t patient or don’t have time to sit around waiting, SEM is the way to go. Advertising on Google gets you in the search results immediately. There is no long waiting period. You simply build your account and hit go. If done right, your ad will always be above the organic results.

Google is a powerful tool for getting in front of the right audience. Besides the features I mentioned above, Google offers even more tools to generate leads. Google Ads shouldn’t be an intimidating thing. Sure, if you don’t know what you’re doing, things can go wrong very quickly. But Google Ads has helped dozens of businesses gain successful leads and build a clientele. I’ve personally seen small businesses be able to expand because it brought in so much revenue. If done right, Google Ads can be your business’ best friend.