There is little point in having an amazing website if nobody can find it on the web. Yes, you can spread the word to family and friends and potential clients, but there could literally be thousands of others that would be using or buying your products or services – if only they knew you existed. This is where digital marketing and online advertising can help you.
What are Google Ads?
Google ads (previously Google Adwords) is a PPC (pay per click) online advertising platform developed by Google, that allows you to advertise on a SERP (search engine results page) by paying for specific keywords that are pertinent to your product or service. Every second, there are around 2.3 million searches performed on Google, and most of the search results pages include Google ads that are paid for by businesses. Of course, you could also get your business to show up on a SERP organically through SEO, and then your business or service would probably show up a little bit below the paid Google ads – which isn’t too much of a problem. So are Google ads really worth it then?
- You can do location targeting and zero in on a specific area or niche
- PPC means you only pay when someone clicks on your website or landing page
- Easy to track ROI (return on investment)
- You can start, stop or adjust your bid at any time giving your business great flexibility
- It allows you to advertise to thousands (if not millions) of people for a relatively low cost
- Google ads can be hard to navigate so it is easy to make mistakes
- Keyword pricing can be heavily influenced by the competition
- Will need a great website or landing page
- Ad campaigns need to be managed and adjusted to optimize results
- May take a while to see long-term benefits
Website or landing page specifications
If you decide Google ads would be good for your business, you don’t want to be giving Google your hard-earned cash for nothing. Since you will be sending more potential clients to your website, make sure your website or landing page is easy to navigate, not confusing in any way, and very importantly, actionable. Increased traffic to your website does not automatically mean more clients, so make sure your web page keeps them engaged and motivates your audience to take action.