There are many examples of successful brand names crossing over into generic usage, such as Cashpoint, Hoover and Xerox. All of these words are brand names but they’ve come to describe any device that performs a similar function.
The latest example of this is Google, which has become the universal verb to describe carrying out any search on the internet. The dominance of the Google search has propelled the term into dictionaries so its status is confirmed, which is not surprising, since there are more than 2 trillion Google searches every year [1], which is over 5 billion every day. No business can ignore the extraordinary power of this online titan.
Of course, Google is a much more sophisticated animal today, offering several highly effective ways of leveraging its search dominance such as the Google ad pay per click (PPC) feature as well as tools such as GoogleMyBusiness. What we intend to focus on here is the opportunities to connect with consumers presented by PPC marketing, and specifically the power of Google Adwords ads.
By creating its programme of Adwords Google has provided a way for businesses to circumvent the normal organic SEO process and accelerate the growth of their online visibility. Here are some of the most persuasive reasons to consider mounting a Google Adword campaign.
1. Google has unrivalled reach.
As we’ve already mentioned, the search engine handles a phenomenal number of searches every day. That means that your Google advert will be featured on the world’s biggest platform.
2. Google delivers active enquirers.
There are many places to run ads on the internet but most of them are aimed at passive observers through channels such as Facebook feeds. The ads are speculative. By contrast, a Google search is conducted by a consumer actively looking for a product or service. They have the intention to buy. So when your PPC ad pops up on the first SERP (search engine results page), it is in answer to a specific enquiry, making conversion much more likely.
3. A Google Adwords campaign is versatile.
Conventional campaigns consume resources as you have to negotiate inflexible start and end dates as well as imprecise parameters. With Google, you can stop and start campaigns at the click of a mouse, revise content, adjust the target audience and generally respond to any feedback that suggests a change of approach. It’s simple to set your budget to avoid overspend or to invest more where you’re achieving good results.
4. It’s fast than Search Engine Optimisation.
Organic SEO is a highly effective means of marketing with no above the line costs. It requires an investment of time and expertise but not a conventional budget. It is an excellent way to build visibility, trust and authority, but there are no short-cuts. Even the most skilled SEO professionals can’t promise quick results. On the other hand, a single Google advert can start driving traffic to your site on the very first day it appears. For the relatively low cost of a PPC marketing campaign, you can go straight to the head of the queue.
5. It earns more conversions.
Even amongst businesses running Google Adwords ads, there is strong competition. Google now prioritises those ads which lead to a strong post-click landing page experience. If your ad leads browsers directly to what they’re looking for, rather than just a home page from which they have to navigate themselves, Google will place your ads higher in their rankings. Your prospects for leapfrogging organic results increase exponentially and the quality of the ad combined with your investment will boost your chances of being seen before any of the organic results, which appear only below the fold.
6. It builds brand awareness.
A common misconception about Google Ads is that their only benefit is the direct pathway they offer to a website. This is immensely valuable, of course, and conversions obtained this way are easily measurable against the ad budget. However, they are also important for increasing your brand visibility. Even browsers who don’t immediately click through are being exposed to your brand, tagline and proposition. Just appearing on that all-important first page is sufficient to identify your business with the subject of the browser’s search. A key element in marketing is repetition, so your constant presence on relevant SERPs enhances awareness of your brand and message. Google’s first page is the biggest billboard in the world, after all.
7. It enables targeted bidding to increase ROI.
As we’ve mentioned, a Google Ads campaign is adjustable and flexible. Google offers different strategies for bidding on keywords, depending on your objectives. For example, CPC bidding is recommended for driving traffic while CPM is good for brand awareness and CPA for conversions such as purchases and sign-ups.
There are many more benefits to Google Ads and once you’ve opened your account and set up your Google Adwords login, you’re free to explore this invaluable resource.
We can guide you through the entire process with the expertise of a business that has followed this path for its own competitive advantage. Our experience is based on practical success. Please contact us today to find out how we can help you harness the virtually unlimited advantages of Google Ads.