There are over 3.5 billion searches conducted on Google each day, making Google Search Ads a powerful advertising tool for your business. The nature of search makes it hard to beat as a direct response channel, but you’ll want to understand how Google Search Ads work before getting started.
Similar to the normal (“organic” or non-paid) search results, Google Search ads are triggered when people search for keywords you’ve decided are relevant to your business. Someone types in your keyword, and your relevant ad pops up. Brilliant!
When done right, search ads can build brand awareness, drive key actions on your website and ultimately generate leads (cool huh?). However, this advertising space is getting more and more expensive. The system is auction based, so the more advertisers jump in, the higher the prices rise.
There are more advertisers each year, making it even harder for businesses managing their own account to maximise the potential of this channel.
- Because you’re showing ads to people at the time when they have demonstrated interest, this is a strong direct response channel. Allowing you to buy some of the most relevant attention possible.
- Google Search Ads are data driven. You’ll get specific data that can be used to improve the campaign over time, and you’ll know exactly what is working (and what isn’t).
- A controllable channel that you can turn on and off like a tap.
- Amazing for B2C companies, and B2B companies with short buying cycles. Can provide good returns on investment quickly, especially for businesses with high existing brand awareness.
- When set up correctly, Search Ads can immediately increase the amount of relevant traffic to your website.
- As mentioned in the overview, Google Search Ads is getting more expensive due to the auction system and growing number of advertisers in many niches. Making it harder for businesses to get results.
- New categories of products and services with low public awareness.
- High value, low search demand B2B businesses can struggle without some form of ongoing nurturing or inbound marketing.
- Due to increasing competition and sophistication of the platform, expertise and experience with this channel is needed.
- Google Search Ads can be a money pit. Make sure you have a clear understanding of how Google Search Ads fits into your strategy before starting on this channel.
- Because people are telling you what they’re looking for, you should target the people who are identifying themselves as buyers e.g. “credit card applications” as opposed to “credit card”.
- Never mix search and display in one campaign, in fact, segment your campaigns as much as you can.
- Landing people on your homepage usually won’t be enough to drive them to take action on your website. Instead, create tailored landing pages that match the search intent of what people have typed in, and give them what they’re looking for.
- Genuinely guys, just hire someone that knows what they’re doing
Want to learn more about Google Ads? Check out our 2019 Google Ads Guide below.