Why Google Ads Is Important For Your Online Success
The past few years in the world of Google’s search have been filled with uncertainty, with the newfound fight for ‘Position Zero’, the introduction of rich snippets and, of course, Google’s move to blend AdWords, Google Marketing Platform and Google Ad Manager into the new Google Ads platform. The battle between paid and organic SEO is nothing new in the world of search, but with these changes, you’d be forgiven for wondering whether paid search is still as important as it has been in the past.
However, with approximately 46% of clicks going to the top 3 search positions, which just so happens to be ads, this is a huge chunk of the search volume that many businesses can’t afford to miss. We’re taking a closer look at just why Google Ads is an important feature of any successful online campaign.
You’ll See Fast Results
Perhaps the most attractive part of any PPC campaign, putting together Google Ads is likely to get you tangible results, and fast. For new businesses looking to gain a bit of traction in their industry or for companies looking to pull in a more substantial number of leads during peak times, paying your way to the top of the SERPs can provide an effective solution for doing precisely that. After simply setting up an ad, you can reach the desired visibility almost immediately.
Google has been increasingly pushing the visibility of ads over the past few years, namely since the switch from listing them in a column on the right side, to putting them front and centre above the organic search results. This change happened back in February of 2016 and has become a standard part of the advertising process. It has increased the likelihood of organic clicks, particularly on mobile devices, ensuring that paid search is still very much an avenue that businesses can benefit from.
It’s Scalable And Flexible
Growing your businesses visibility isn’t always as straightforward as it sounds. SEO should be adjusted to reach wider audiences and traditional advertising campaigns may require different designs for changing audiences. With Google Ads, however, your campaign can be easily scaled up with just a little more investment. If your campaign is proving profitable, you can invest more of that profit into the campaign, ultimately scaling up the campaign with a few extra clicks.
On a similar note, Google Ads is one of the most flexible advertising platforms available which, in an ever-changing digital landscape, is a valuable asset to have as part of your campaign. From Google’s algorithm changes to the volatile nature of consumer demand, you can adapt and change the key features of your campaign. These include:
- Your Target Audience – While you can do a certain amount of targeting with SEO, Google Ads is a sure-fire way to capture the audience you want, even down to the time of day they conduct their search. You can change your audience by the language they speak, the location they’re in, the browser or device their using and more.
- Keyword Matches – One benefit of Google Ads is the ability to capture ‘potential matches’ for keywords within your ads. You can choose what you’ll appear for and filter out any keywords you want to avoid. This way, you can capture what you need, adapt your campaigns to the intent of your audience and easily capture trends.
- Extensions – Ads are more than just a link to your website – you can add extensions to them depending on the needs of your campaign at any one time. Whether that’s product images, your physical location, a number to call, a contact form or something else entirely, these can be adjusted and changed as and when you want to change up how leads interact with your brand.
It Offers Easy Measuring Of Campaign Progress
Following the results of any campaign is a vital part of the process and PPC makes it simple. The Google Ads platform not only allows you to put together the ads but track them too. Where SEO and social media make it difficult to determine which move you made led to an increase or decrease in ranking or sales, PPC offers full transparency through a number of different measurable metrics.
Google’s SERPs are a competitive minefield and what Google Ads’ tracking provides us with, is the opportunity to adjust any campaign to our advantage. This is particularly beneficial when it comes to cost per click (CPC). Advertisements cost money and being able to determine whether they are proving to be a worthwhile return on investment is an invaluable service that Google Ads does well. Search Engine Journal reported that your ROI can actually decrease as the cost per click increases, especially in terms of e-commerce companies and for this reason, the ability to track this in such a busy and competitive landscape can help you avoid overspending.
You Can Cancel At Any Time
Blending in nicely with transparent tracking and plenty of flexibility within your campaigns, the ability to cancel PPC at any time makes this particular method of marketing a safe bet for those on stricter budgets. PPC allows you to cancel any ad campaigns at any point, regardless of whether they’ve been live for five days, or five minutes and so if you aren’t seeing a return on investment for your ads, you don’t have to spend any more money than was necessary to realise this.
You also have the opportunity to pause, which can be a great way to adjust your campaigns to certain trends – for example during peak holiday times – and then restart them when the time is right.
With Adwords, marketers can easily monitor trends with heat maps which can help to identify how the performance of an ad changes over time, comparing day to day activity. This can benefit your search engine optimisation strategy as you will be able to identify what users want to see on your site and help determine the best structure.
Click Fraud is “the practice of repeatedly clicking on an advertisement hosted on a website with the intention of generating revenue for the host website or draining revenue from the advertiser.” While it can be a worry for many advertisers, AdWords can detect click fraud through advanced algorithms which detect invalid clicks the moment they occur. In addition, Google’s Ad Traffic Quality Team also conducts separate reports to identify invalid clicks before the ad account is charged to further prevent malicious activity.
Google Ads vs. Organic SEO
When it comes to Google’s SERPs, there’s likely to always be a blend of both paid ads and organic search positions. However, with this blend comes competition, with plenty of new and existing businesses debating whether one could prove a better investment than the other. The short answer to that debate, however, is that both forms of search have their own benefits depending on your business and your overall goals.
For a long-term marketing solution, organic SEO is the avenue of choice for countless business. It offers longer-lasting results when your business appears higher in the SERPs and, unlike PPC, these results can often be reaped for a while even if you reduce spending or pause investment in a campaign. SEO has a longer lifespan than a PPC campaign, but it can take longer to implement the strategy and start to see results.
Ultimately, an integrated blend of SEO and PPC could work in your businesses favour, particularly in such a competitive digital world. By investing your marketing spend in both, you can capture instant results and optimised return on investment through Google Ads, while adopting and maintaining a longer-term strategy that produces natural and valuable results within Google’s SERPs.
If you’d like guidance on a PPC or SEO campaign, or to find out more information about either of our services, you can contact the team on 0800 088 6000, today.