Every day, there are 3.5 billion searches on Google. That means, on average, Google hosts over 40,000 search queries every second. It is no wonder Google Ads has become one of the most popular pay per click (PPC) digital marketing platforms.
Many organizations across the world utilize Google Ads to promote their brand to new and relevant audiences. It is a proven marketing tactic for effectively driving more qualified leads to your website.
We’ll discuss how Google Ads works and the results you can expect from using this platform.
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What are Google Ads?
A Google Ad displays sponsored content throughout Google’s search engine results page (SERP) and other partner websites. The paid digital marketing platform allows advertisers to target consumers based on their keyword searches.
In the example below, you’ll see how Google divides ads into two sections. These ads came up after searching for “email marketing platforms.”
You will notice the first section shows sponsored content as “Ads,” while the organic content beneath is not labeled. Google search ads display at the top and bottom of search engine results.
How Do Google Ads Work?
Much like other paid marketing, Google Ads functions as an auction system. Many advertisers fight for their ads to be featured on the first page when users search for specific keywords.
However, it takes more than claiming the highest bidder slot to claim the top ad spot on Google’s SERP. For an ad to appear for relevant keywords, advertisers must also optimize for quality score. Higher quality score = higher ad positioning.
Google determines a quality score based on several factors, including:
- The elevancy of your ad to the search query.
- The relevance of your ad to the landing page.
- The historical click-through rate.
The quality score is based on a 1 to 10 scale, where 10 is the highest. Ads with higher quality scores will also see a lower cost per click and higher impressions. For this reason, it is crucial your Google Ads are set up and continually managed.
What Results Can You Expect from PPC Campaigns?
Perhaps the most crucial question our digital marketing agency receives when discussing Google Ads is, “Do they actually work?”
When executed correctly, most organizations will earn a strong return on investment from Google Ads. Here are a few robust statistics to support our claims.
- Businesses make an average of $2 in revenue for every $1 they spend on Google Ads. (Google Economic Impact Report).
- Pay-per-click ads are one of the top three generators of on-page conversions (Formstack).
- 65% of all clicks made by users who intend to make a purchase go to paid ads (Wordstream).
- PPC visitors are 50% more likely to purchase than organic visitors (Unbounce).
The reason many businesses find more success with Google ads compared to other digital marketing platforms is simple. Google Ads are more likely to convert consumers who are ready to buy. Let’s use the example from above of searching for “email marketing platforms.” Those who search these keywords are most likely looking for an email marketing provider. In other words, there is already an intent to make a purchase.
With other paid marketing platforms such as Facebook Ads, the sales process is more general and intrusive. Imagine this. A consumer, with little need for an email marketing platform, is scrolling on their newsfeed. They are interrupted by an ad from a CRM software. The consumer likely keeps scrolling, soon forgetting the name and software of the advertiser.
Utilizing Both Paid and Organic Marketing Strategies
Google Ads, while beneficial, should not replace organic and inbound marketing strategies. Organic marketing focuses on creating content optimized for SEO. This strategy includes blog posts, white papers, interactive content, and more.
Like Google Ads, organic marketing aims to increase website traffic by ranking for strategic keywords through lead-generating content. The difference? It’s free.
This approach can be especially advantageous for organizations operating in highly competitive advertising spaces. For instance, in the business-to-business sector, the cost per click of Google Ads may be as high as $100. Inbound marketing may be your organization’s best chance of appearing on the first page of Google.
Neither paid nor organic marketing strategies should cancel out one another. Instead, they should both be included in your marketing efforts for a best-in-class blended approach.
How to Get Started with Google Ads
Before launching a Google Ad campaign, it is crucial to educate yourself on the platform’s inner workings. To help get you started, here is a short list of action items to check off:
- Understand the importance of basic terms such as keywords, quality scores, ad ranks, keyword match types, etc.
- Identify how you will organize your account based on campaigns, ad groups, ads, and keywords.
- Conduct keyword research.
- Create high-converting landing pages.
Improve Your Paid Marketing Efforts With Rizen
While Google Ads is a useful marketing tool for generating new business, the platform can be overwhelming – for beginners and veterans alike. New features and optimization tweaks come out regularly, so your team will need to stay on top of professional development to continue effective scaling.
To achieve the greatest return on investment, work with a paid marketing expert firm like Rizen. Our specialists carry 10+ years of experience in building strategic Google Ad campaigns that deliver maximum results. Best of all? We combine any strategic plan with a diverse growth approach, including establishing sequences and workflows, creating targeted content, and using conversion rate optimization.
Our long list of satisfied clients shows we bring results.
Are you interested in working with us? Let’s talk! Schedule your FREE consultation by calling (305) 548-8464 or filling out our simple contact form. We can’t wait to hear from you!