Google Adwords has certainly become the world’s most popular online advertising platform with several enterprises making consistent Adwords spends over the years now. But what about the small and medium-sized businesses? Are they equally interested in Adwords marketing and how can this help them bring in more leads?
Let’s get down to the basics, first.
What is Google Adwords?
It’s a pay-per-click advertising service that helps you take control over how your brand, products and solutions are being received by your target audience. From specific keyword matches, customized marketing strategies, top spot at Google search results, advertising cost controls to fixing demographics, Adwords lets you have a tailor-made approach to creating and running ads to stay ahead of your competitors. According to Google Benchmarks and Insights, Google display campaigns reach 80 percent of global internet users and 155 % of those who see these ads are likely to search for specific brand-related keywords. The search engine giant is continually improving the Adwords tool, with the latest update being as recent as July 2018 where it has been renamed as Google Ads.
7 ways Google Ads has been transforming the world of business advertising:
- Extras :Along with your display ad, Google Ads lets you provide contact info, product images, company pictures and other URLs to your site.
- Measurable and in Control :You can measure your SEO campaigns through each click that took place via Google Ads PPC. Determining what is effective in the campaign and what is pulling you down is possible through the PPC’s own calculative system. This helps you gauge how you can customize your campaign to better suit your customer’s needs, behaviors, preferences and also address their pain points.
- Demarcates the demographics of your audience :With Google Ads, you can know almost everything you need to know about your target audience – their location, preferred language, the device they use to browse and even the time when they checked your ad.
- Allows Specific Keywords :Ads are most visible when they appear with specific keyword searches that zeroes it down to the location, the exact requirement and the details of the product or service. For eg. A Continental restaurant in Lower Parel, Mumbai is a way more specific search than Restaurants in Mumbai. You can control how your ad appears in the search result so it’s up to you to set up the keyword search.
- Better speed than SEO searches :While SEO advertising always boosts your business growth, there is no time limit before results start showing. However, with Google Ads, your ad starts appearing as soon as the campaign goes live and the results are immediate. The instant effectiveness of your ad lets you work on a stronger campaign messaging, more actionable keywords and a better SEO-driven initiative basis the Google Ads customer data.
- Lets you interact better with customers :In 2017, Google’s ad revenue came close to 95.4 billion USD. This shows why Google keeps on updating its Ads platform. In its bid to give B2B Marketers more visibility and a better performance on their advertisements, the system has been made way more engaging, intuitive and attractive for more and more customers. This enables your ads to meet the people exactly where they are.
- Controls on Marketing budget :Sure, Google Ads need to be paid for. But what if you could control your ad spends? Google Ads lets you do exactly that! You have the control on the maximum limit of the amount that you’re willing to pay per day for the campaign. This implies that you can set the budget for your campaign on a daily basis and also get results simultaneously. Increasing or decreasing your budget is again under your control, promising good lead generation regularly, whether you have a mobile-only campaign, a keyword-specific Google campaign or remarketing activities.
What are the latest Google Ads Updates and how do they help businesses?
- Google Smart Campaigns :This is a specific initiative by Google to bring the small businesses on board. Creating and measuring your ad’s performance is now easier and more user-friendly with this solicited move.
In June 2018, Google said in its blog post announcement about its Smart Campaigns that “It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting–so they can stay focused on running their business.” This doesn’t affect the ad spend amount or any available features of Google Ads, but drives better performance with more leads calling and visiting your website or your store.
- A Revamped Opportunities Tab :The new Opportunities tab explains advertisers about a few effective marketing strategies that they can implement for their business.
- Intuitive User Interface :A newly updated navigation bar, some additional features of ‘undo’, ‘copy-paste’ and a streamlined and automated UI in similitude with other Google apps lets small businesses get the help they need without having to spend much time on learning how PPC works and analyzing the nuances of the Adwords platform.
- Contextual Info :Google has made it clear with their recent updates that context is a key to good advertising, much unlike its earlier focus on keyword matches, helping businesses interact with their prospects with or without their exact keyword searches.
- Google Sheets Integration :If creating and analyzing reports in AdWords is a deal breaker for you, Google Ads now lets you integrate with Google Docs and Google Sheets, enabling you to create reports in a couple of minutes, get an overview and simply refresh the reports to get the updated data. These custom reports will help you track consumer behavior for your ads, conversion rates and ROI.
- Flexible Conversion Counting :With the conversion labels now simpler to understand, Google Ads now enables more control over tracking conversions.
- Responsive Search Ads :Machine learning is becoming the new rage with Google. The new responsive search ads uses machine learning to let advertisers add multiple headlines (up to 15) and four description passages and gives them options on testing different headline and description combinations.
- Google Keep :A new Notes feature, Google Keep helps you manage your Google Ads accounts and keep a tab on the details, changes or conversions in your account.
The interface overhaul and the addition of new features will only make the Google Ads experience more professional, easy to use and result-oriented. The Google Ads Editor Version 12.3 is yet another update in the offing that lets you leverage offline editing and bulk editing tools – great for marketers with multiple accounts. Google’s “People Also Search For” option that was only available as an organic search result will now be available for paid listings as well. Not only this, Google Ads now also lets you filter your reporting data too.
Too much to get a grip on? Our professional expertise will help you manage your multiple Google Ads accounts and plan your marketing budget to drive continuous success. Sometimes customer needs and behaviors change and your business needs to be prepared with the latest trends in the industry to accommodate in your ads everything that your customer could possibly expect from your brand. Collaborating with a digital marketing professional can make all the difference and help you stay ahead of your competitors with focused advertising and more clicks!