In today’s digital age, advertising on Google has become a must have for most companies. Google offers several advertising products that all have advantages and disadvantages so understanding those will help you get the most out of Google Ads.

The short answer is that if people are searching Google for your product you are going to want to advertise there.  If they are not, you can explore options to advertise on YouTube or their display network to reach your ideal audience.

Understanding Google Ads

Google Ads, formerly known as Google AdWords, is an online advertising platform that lets businesses display ads on Google’s search engine results pages (SERPs) and its advertising network. The platform operates on a pay-per-click (PPC) model, where advertisers pay a fee each time a user clicks on their ad.  Most advertisers like the idea of only paying when a human takes an action.

The Benefits of Advertising on Google

  1. Vast Reach: Google processes billions of searches every day, offering advertisers an unparalleled audience size.
  2. Targeting Capabilities: With advanced targeting options, companies can reach their specific audience based on the keywords they are searching, demographics, interests, location, and more.
  3. Measurable Results: Google Ads provides free analytics that allow advertisers to measure their campaign’s performance in real-time.
  4. Flexibility: Advertisers can adjust their campaigns at any time based on performance data, allowing for optimization and improved ROI.
  5. Diverse Ad Formats: From text-based ads to visuals and video, Google Ads supports various formats to cater to different business needs.

Considerations Before Diving In

  1. Cost: While Google Ads can be cost-effective, competitive keywords are expensive. Many people who have never run google ads before are shocked to find that a single click can cost several dollars depending on what kind of product you sell.
  2. Learning Curve: To get the most out of Google there is a lot to learn. They offer an easy setup process for beginners but usually that option leads to terrible results.  Most companies reach out to a Google Ads expert because the cost of that help is more than worth the improved results.
  3. Constantly Changing Software: Google usually makes one major change and a few minor changes to their system each quarter. Usually, they don’t tell you what is changing so you need to figure it out for yourself.  This is very confusing to people who are used to buying ads through traditional media.

Key Questions to ask

Are people searching Google for your product?

Google provides a free keyword planner tool where you can enter the products and services you sell so you can see how many people are searching for them and how much it costs to advertise.  In 2024 most companies know that some percentage of people are searching for their products or doing research about their products through Google.  However, not all of them are.  For categories like grocery items very few people buy or do research through Google.  In that category shelf placement and packaging are vastly more important than Google Ads.

Can You Target Your Audience On YouTube?

YouTube has audience targeting tools that are vastly superior to traditional TV or radio ads.  However, they are nowhere near as good as targeting specific keywords that people are searching for.  That is why you usually see ads for larger brands on YouTube and you find more small businesses on Google searches.

Do You Have The Expertise In House?

Google makes it very easy for anyone to create ads and get started but usually the results are terrible.  Advanced targeting capabilities mean you need to have people that know how to use them to get great results.  For example, flying in a plane is an incredible way to travel but without a highly trained pilot the plane crashes.

Maximizing Your Google Ads ROI

  1. Keyword Research: Conduct thorough keyword research to find the terms your target audience is using. Include long-tail keywords to capture more specific search queries.
  2. Ad Quality and Relevance: Google rewards ads that are relevant and useful to users. High-quality ads will lead to lower CPCs and better ad positions.
  3. Landing Page Optimization: Ensure that the landing page your ad points to is optimized for conversions. It should be relevant to the ad and provide a clear call to action.
  4. Continuous Testing and Optimization: Regularly test different aspects of your campaigns, including ad copy, keywords, and landing pages. Use analytics to guide your optimization efforts.

Conclusion

Google Ads offers a dynamic and potentially lucrative advertising platform for companies willing to invest the necessary time and resources. Whether it’s right for your typical company depends on various factors, including your business model, industry, target audience, and marketing objectives.

By carefully considering these aspects and implementing best practices, businesses can leverage Google Ads to significantly boost their online visibility, drive targeted traffic, and ultimately, increase conversions and revenue. With its vast reach, powerful targeting options, and measurable results, Google Ads remains a compelling choice for companies looking to enhance their digital marketing efforts.