Why you should use Google Ads

So you did a search on your business and found your website buried at the bottom of the tenth page of Google’s search engine results pages (SERP). 

That should come as no surprise as competition is stiff in the digital marketing space. But there are ways for your website to get more visibility.

Tools such as Google Ads (formerly Google AdWords) can help level the marketing playing field for smaller businesses, which lack the financial clout of major players with a firm following.

And contrary to popular belief that Google Ads are only for the big boys with big advertising budgets, the platform is actually seen as one of the most effective means of paid online advertising, even for small brick and mortar companies with smaller budgets.

This is because budget limits can be placed on pay-per-click (PPC) ads. So you will only have to pay for the number of clicks you can afford, even for popular high-volume keywords!

Here’s why you should tap on this tool to boost your business presence online.

1. Reaching the right audience

If you are looking for a hair salon or a restaurant to dine at, who do you turn to for a recommendation? Friends or family, maybe. The internet, most certainly.

In fact, people often seek online recommendations and reviews these days when in search of a product or service. So much so that 40,000 search queries are processed by Google globally every second.

Google, in particular, has dominated the search engine market with a 78% market share, with Baidu (14%), Bing (4.6%) and Yahoo! (2.69%) playing catch-up. 

So it makes perfect sense to advertise on the platform that draws the highest traffic from potential customers who are already taking the first step to search for a specific product or service.

You would want your website to pop up prominently on their online search radar!

2. Bumping up brand visibility

Google ad

One major challenge small businesses face is in gaining brand visibility. Without good online visibility, you may lose out to competing brands with a bigger online presence. But by bumping up your website to the first few pages of Google’s SERP, your brand awareness can be significantly boosted when your products and services are strategically placed in front of potential customers.

In fact, statistics have shown that the lion’s share of clicks goes to the first page on Google’s SERP – by as much as 91.5%. In other words, about nine out of 10 users searching for a product or service will not click beyond the first page of Google’s search results.

Another study by Chitika, an internet advertising technology firm, found that 95% of web traffic goes to sites listed on the SERP’s first page.

So how do you get your website to appear on the first page of Google’s search results?

One way is tweaking your search engine optimisation (SEO) strategies. While this is a critical factor for ranking highly on the SERP, it may take months before you can see results.

For more instant results, try Google Ads instead. It can help your business gain immediate visibility at a premium spot.

You could be among the top four relevant paid ads displayed above the list of organic search results on the first page (see image above). There will be the word “Ad” that comes before your website.

It is a definite “ad-vantage”!

3. Paying only for results

Pay Per Click

With Google Ad’s pay-per-click advertising format, you are required to pay only when someone clicks on your ad.

What’s more, unlike traditional advertising, there’s no minimum ad spend – so you don’t have to pump in thousands of dollars just to get your ad running.

The cost of each click starts from a few cents. Simply set your keywords, target audience demographics and search budget, and Google will automatically optimise your bids to get the most number of clicks you can afford.

This means that Google will display your ad at the most optimal placement within your budget to ensure that you get the highest click rate – reaching the right audience at the right time.

Since you pay only when someone clicks on your ad, you can set your budget to cater to a target number of clicks you can afford daily, and Google will do the rest for you.

To make pay-per-click advertising even sweeter, impressions – the number of times your ad has been served up to a target user – are free, so long as your ad isn’t being clicked on.

4. Tracking your Google Ad conversions

Track google conversion

Unsure what happens after potential customers click on your Google Ad? Conversion tracking gives you valuable insights on what your customers are doing and whether they are hitting your defined goals – such as making a purchase on your website or signing up for your e-newsletter.

Such data is also extremely helpful in determining which ads and keywords are working.  Study the keywords that are driving the most amount of conversions and adjust your ad campaign to create the maximum impact you are looking for.

So why wait? Find out more about how Google Ads work and get a quick-start guide on how to set up a Google Ads campaign with Adtiq. See how it can deliver measurable results in terms of sales and business growth for your brand today!