Why Google Ads Search Campaigns Are Our Favorite
Did you know that 5.6 billion Google searches take place EVERY single day?
According to many studies, only 25 percent of users go to the second page of search results. That means 75 percent of users stick to the first page. Worse than that, the average web user won’t go past the first five listings on a search engine results page (SERP). According to a 2014 study from Advanced Web Rankings, more than 67% of all clicks on SERPs go to the top five listings.
So, if your website isn’t showing up at the top of page one for relevant search queries, your chances of being the service provider chosen is drastically reduced. Hence the importance of having a Google Ads campaign.
One of the quickest ways to get to the top of page one and be seen is to go with paid Search ads.
5 benefits of paid search ads:
1) Extremely Targeted
Whether the goal is to increase awareness of a new service, sell more products, or expand an email marketing list, paid search can play an important role in accomplishing business goals. Within Google Ads, we are able to research the terms used to find your products or services and bid on those keywords. It is recommended to start out with 10-20 keywords so you’re able to see how each performs before making any changes. There are also a variety of ad-targeting tools available that allow for very granular targeting, such as targeting by location, device, language, time of day, and even previous web visits.
In addition, paid search is different than many traditional marketing channels because it allows potential customers to come to you as they’re seeking out the specific product or service you provide.
2) Quick to Execute
Contrary to SEO, you’re able to see results with paid search in a very short timeframe. An SEO strategy can often take months to increase visibility in search, whereas paid search allows you to show up immediately for the keywords you want to target.
Though campaigns are reasonably quick to set up, they do require long-term care. It is critical that campaigns are monitored and optimized to ensure performance long term.
3) Flexibility to Optimize
Another great advantage of paid search is the flexibility to make optimizations. Every aspect of the ad can be controlled: keywords, ad copy, ad extensions, and the landing page used for the ad.
Based on data in the account, we are able to determine what’s working and what’s not. For instance, say one keyword is much more expensive than the rest, but users brought in with that keyword aren’t engaging with the site well. This keyword can be turned off or the bid can be decreased to focus on keywords that will bring engaged traffic to the site. These types of optimizations can also be applied to different ad copy, different landing pages, etc.
With Google Ads, you’ll pay only when someone clicks on your ad, which means no wasted money spent on impressions for users who won’t actually engage with your ad. Another great benefit of paid search is that there is no minimum spending requirement, unlike some other digital advertising platforms. If you’re a smaller company trying to manage a minimal budget effectively, paid search could be a great option.
With that said, we often see a higher cost per click associated with paid search campaigns in comparison to display ads. However, since users are seeking out information relevant to your ad in search engine results, there’s generally a higher level of engagement.
5) Measurable Results
Google Ads allows you to measure results for each ad, each keyword, and even each user. Connecting your campaigns with a Google Analytics account helps determine what’s working and what’s not working in a search campaign. We’re able to track specific goals (form completions, page visits, etc.) and determine performance by each variable.
There is no denying paid search advertising can be a valuable strategy to generate brand awareness, leads, and sales. Not only do well-crafted, targeted ads increase the effectiveness of your advertising efforts, but when paired with an optimized post-click landing page, they reach their full potential.
Search campaigns are what Ad-dictions do best. Get in touch with us today to get your campaign up and running!
Some extra information on Google search campaigns and why we love them:
Search ads work on a pay-per-click (PPC) model, so you only pay when a searcher actually clicks on your ad and visits your webpage.
It’s our job as a certified Google Ads agency to make sure your advert is appealing and relevant, to get people to visit your site in the first place. Whether action is taken once the searcher hits your webpage is based on the appeal of the page itself, it’s graphic design, how easy it is to navigate and so on.
How often your ads appear, the rankings, and how much you pay per click — all depend on your bid and quality score. First, you bid for ad placement by setting the maximum amount you want to spend per click (bid) and the maximum amount you’re willing to spend on the entire campaign (budget). Once you create an ad and connect it to a post-click landing page, Google will calculate a quality score to determine positioning. The metric is a good indicator of the relevance of your specified keywords, ads, and the destination page.
Quality Score can change over time based on a few factors, including how many users click your ads, if you change your post-click landing page (ad relevancy), and whether or not they convert on the post-click landing page or bounce. Brands with the most optimized paid search ads are given top placement, and therefore, likely have higher click-through rates.
Contact us today for more details if you’d like some extra info!