What is Google Ads?

Google Ads is Google's advertising platform which allows businesses to reach their target market through its search engine and partner sites.

When you advertise on Google, your ads can appear to users as they search for keywords or phrases that are relevant to your business. For example, if someone searches for “SEO Agency”, ads specific to this search will show up on their results page, typically at the top of the search results.

Google Ads offers companies the option to advertise through their Search and Display Partner network. If someone is reading an article titled “SEO vs SEM” on a website leveraging Google’s AdSense for Publishers, they are very likely to see an ad for top SEO agency in Chicago.

Google Ads provides huge benefits to businesses on a global scale. As a business owner, you can research the keywords your target audience is searching for and then incorporate them into your ads. This allows you to collect quality leads by improving your brand awareness. Secondly, customers are likely visiting other websites, and Google Ads makes it easy to follow them to other Google sites like YouTube and their Partner Network. This is an effective way to lower cost-per-click while still increasing conversions.

Google Ads is a flexible, cost-effective solution to advertising your business. You can easily zero in on certain regions and demographics that match your target audience, as well as choose which sites should host your ads. Google Ads is really a win-win for customers and advertisers alike. Customers can quickly find exactly what they’re looking for, and advertisers can remind them of which products they’ve been searching for.

Why Paid Media Matters

Paid media is one of the most important digital marketing strategies available today. The first reason for this is because the results are immediate and you only pay when a user clicks on your ad or by a set number of display ad impressions. In other words, there are no subscription fees or hidden costs.

A Google Ads agency has the experience to help your business grow by leveraging the power of paid ads. They will set up Google Ads using popular keywords and phrases found through market research. Examples of paid advertising include pay-per-click and online partnerships. Pay-per-click is amongst the most popular methods of paid advertising; here are the top three reasons why.

  1. Affordable and Measurable

    Paid ads campaigns give you the opportunity to directly reach a targeted audience in a very short amount of time and depending on your goal. For instance, if you want to drive traffic or leads, then you would pick the CPC model; if your goal is to increase brand awareness, then CPM would be the best option.

    Google offers advanced tools to help your ad campaign resonate with the maximum number of viewers possible. One tool is Google Responsive Ads, which automatically adjusts to any ad space on the Google Display Network.

    To avoid overspending, Google allows you to keep track of your ad spend and set daily budgets.

  2. Fast Results

    Although it’s an effective marketing method, driving organic traffic through SEO can take months or sometimes even years. Paid ads eliminate the hassle of consistently measuring results and making adjustments. You’re guaranteed to elevate your brand by engaging with a specific audience, therefore, collecting more qualified leads to convert into paying customers.

  3. Specific Targeting

    Attempting to reach a wide audience can be time-consuming and costly. Many businesses – especially smaller ones – don’t have extra resources to waste. This is where paid ads come in. They allow you to target relevant audiences who are interested in your product or services and fit your demographics. For example, if you run a law firm, you can advertise only to residents within a few miles of your office. A Google Ads agency can assist you by ensuring your campaign is performing at its maximum potential by identifying the common denominators in your audience. These can include location, keywords, and interests.

Are B2B Google Ads Needs Different Than B2C Google Ads Needs?

B2B and B2C operations are quite similar, but there are a few significant differences that set them apart. These affect the method you use to target your audience and how much you pay for the ad spend. B2B purchases usually start with a personal referral and 92% of B2B buyers are more likely to make a purchase after reading a review. These reviews can be found on a business’s Google page and are highly influential in the buying process because they evoke emotion.

The B2B sales cycle takes a bit longer than the B2C one, the latter which encourages consumers to make impulse purchases rather than take months to make a purchasing decision. This length of time impacts how you generate leads and drive sales. For instance, the owner of a car dealership won’t necessarily expect a customer to purchase a car online. Rather, their goal is to encourage consumers to visit the dealership, where the sale can be made in person.

The buyer’s journey is an important aspect of paid marketing, and sometimes that means taking alternative paid advertising strategies to engage with your consumers. Retargeting programs are an effective method for doing this because you can reconnect with them as they are already familiar with your brand. When someone makes contact with your business, it triggers a sequence that will show them your ad again. Retargeting reinforces your product or service so it stays at the top of the consumer’s mind. Note that retargeting ads can be pricey, but a Google Ads agency can help you maximize your marketing budget.

Is There a Difference Between Google Ads and Google AdWords?

As of 2018, Google AdWords was rebranded into Google Ads, which encompasses all types of campaigns including search, display, and video. Two of the changes – in addition to the new name and logo – are the updated product interface and billing functions.

Note that these changes will not have an effect on your campaign performance or reporting, and our Google Ads agency will continue to build successful campaigns for your business.

Are Google Ads Free?

This is a common question businesses ask before they start budgeting for their ad spend. The answer is: yes and no.

Let’s start with the basics. Signing up for a Google Ads account is free, however, you will be charged every time someone clicks on your ad (known as CPC). This doesn’t have to be costly though; Google Ads allows you to set a budget cap for your campaign, so you never have to worry about spending beyond the set limit.

The reason why Google Ads is so popular is that it offers a flexible solution for your advertising needs without locking you in with a long-term contract. You can adjust your budget or pause your campaign whenever you want, plus you only pay when people click on your ad. So basically, if nobody clicks on your ad, you don’t pay (although our Google Ads agency has the expertise to make sure users visit your website).

Even though we’ve seen massive success with our Google Ads campaigns, there is always room for improvement based on current market trends. Google is known for its advanced technology that helps you gain a wider reach through advanced bidding strategies, all of which can be achieved within your budget.

Google’s bid strategies are based on two factors: your goals and the type of campaign. We will start by determining whether you should focus on getting clicks, impressions, conversions, or views. Then, we will build a strategy around our findings. For instance, if you want to increase your conversions, smart bidding would be your best option. But what is smart bidding?

Smart bidding is a sequence of automated bid strategies that use machine learning to maximize conversion rates or conversion values. To achieve optimal results, smart bidding factors in specifics like location, language, and the individual operating system. It also includes target Cost-Per-Acquisition (CPA) bidding, which is when you set an average cost that you would be comfortable paying for each conversion. Then, when a customer searches your product or service, Google will set a bid based on the chances of your click converting. Other strategies within smart bidding include Return on Ad Spend and Enhanced Cost-Per-Click.

Small and medium-sized companies will spend approximately $9,000-$10,000 per month on Google Ads, which generally offers an ROI of $8 for every $1 spent. As a Google Ads agency, we can guide you through your options within Google Ads – like Google Search Network or Google Display Network – to determine which one would offer the most benefits.

Can I Use Google Ads on My Own?

Yes, anyone can set up an Google Ads campaign on their own, however, it wouldn’t necessarily be your best choice. This is because you might not be familiar with how to scale your ads, which could potentially result in wasted resources. Here are three reasons why hiring an Google Ads agency is the way to go.

  1. Time Management

    Managing PPC ads is a time-consuming process because it requires consistent monitoring and testing. As a business owner, you have other aspects of your business to focus on, which is why you need a dedicated team exclusively for your PPC ads. An Google Ads agency has the time to manage and optimize your campaigns without distractions.

  2. Experience

    While you might have a couple team members who have worked with PPC in the past, as a business owner you need to ask yourself how much experience they really have. You might be wondering if you and your team can learn PPC advertising online in order to save money on hiring an agency. The answer is, yes you can. Keep in mind though that PPC is very technical, and it’s only through time and experience that you can really get the hang of it to see results.

    Additionally, working with an Google Ads agency also has all the software and tools to make your PPC ads a success. The investment that you make in partnering with an agency is more valuable than investing in tools to run PPC campaigns on your own. Your business is guaranteed to benefit from a comprehensive range of PPC advertising strategies that will significantly increase your ROI and profits.

  3. Keeping up With Changes

    As we mentioned earlier, the digital marketing world is constantly changing, which makes them difficult for you as a business owner to keep track of. These could include changes to the Google Ads platform or new best practices for managing campaigns. By falling behind, you risk losing out to your competitors.

    An Google Ads agency is committed to taking full control of your campaigns. Our experts read industry publications and test different marketing methods, so you can stay ahead of the curve.

How Long Does It Take to Show PPC Results?

This question comes with many different answers depending on your business. In general, it takes between 6-12 months to create and develop a strong campaign. Yes, that sounds like a long time, but given how cost-effective PPC ads are, the wait is completely worth it.

PPC campaigns take a while to show results because the data and performance history are not immediately available. Once you post your ads, the Google network will evaluate their quality, which has an influence on your ad performance. Once they start generating data, you can use it to improve specific aspects of your campaign. These could include keyword selection and audience targeting. Basically, the longer your ads are up, the better they can perform due to the available data.

Strong PPC ad performance boils down to a strong foundation. Our professionals will take the time to get to know you before onboarding your business, and subsequently building the campaign. We will identify your KPIs, set a budget, and create a roadmap so nothing falls through the cracks.

Working with an Google Ads agency is quite an investment, but when you consider the benefits it brings, there really is no other choice. You can start optimizing your campaigns for increased revenue and business growth today.