Everyone with a website has likely spent time thinking about Google and how to improve your visibility in the search engine.
While SEO gets a lot of attention (and rightly so), it’s not the only game in town. The fastest way to get your website right at the top of the SERP is with Google advertising.
If your website isn’t getting as much traffic as you’d like and you want a fairly quick and easy solution (and are willing to pay for it), Google advertising is well worth considering.
7 Reasons to Use Google Ads
Any business with an advertising budget has a lot of tactics and channels to choose between. Google Ads offers a few key benefits that can set it apart from some of your other options.
1. It’s a fast way to get noticed.
SEO is an important way to build your website’s visibility and get more visitors, but it’s slow. Most businesses can expect to spend months of continual work before they start to see much progress – and sometimes longer. Not all businesses can wait that long for results.
If you want to start gaining traction and getting people to your website faster, Google advertising works as a shortcut to getting the kind of visibility and results you want from SEO faster and with less work.
And with Google Ads, your ads usually show up above the natural results and can sometimes include images as well, which makes them that much more noticeable and likely to earn a click.
2. Google’s reach is vast.
Google gets over 3.5 billion searches every day. Advertising on Google gives you access to one of the largest audiences you’ll find anywhere.
But the Google Ads platform goes even further than that. In addition to buying ads on the search engine results page itself, you can also buy ads for Google’s other properties – including the extremely popular Gmail and YouTube – and for all 2 million websites and 650,000 apps that are included in Google Display network.
All of that adds up to Google Ads reaching over 90% of all internet users worldwide. That’s a bigger reach that you’ll get from just about any other advertising channel.
3. You can target ads for relevance.
The possibility of reaching a lot of people is nice, but what’s even more important is figuring out how to reach the right people. Google Ads offers two main types of targeting that are both very important for getting your website in front of the people most likely to click to visit and buy your products:
- Keyword targeting – The best visitors and leads will be the people who find your website when they’re in the process of looking for what you sell. With Google Ads, you have a direct way to reach those people and get them to your website. Choosing the right keywords to target is one of the most important parts of getting good results from Google advertising, because it’s the best way to ensure your ads are consistently relevant to the people who see them.
- Demographic targeting – Google has a lot of data on user behavior and demographics. When you advertise with Google, you get to tap into that data in order to better get your ads in front of the people most likely to be in your target audience. You can target your ads based on gender, age range, and general online interests.
Google Ads’ targeting options are a powerful way to make sure your ads have relevance and reach the potential visitors that are most valuable to your business.
4. You only pay when someone clicks on your ad.
Advertising is often useful for brand awareness, but your goal is usually less about just making people aware of your business and more about getting them to actually engage with your brand. A visit to your website is much more valuable than someone seeing an ad and scrolling past.
The main payment model for Google Ads is pay-per-click (PPC), meaning you don’t pay anything just to get your ad to show up – you only pay when someone clicks on it. You’re not paying for exposure; you’re paying for actual visitors.
For marketers who have long had to struggle with figuring out how to show results for hard-to-measure ad campaigns, the PPC model means that you always know you got at least a website visitor out of the money you spent. And if you use Google Analytics (and you should!), you can track what happens with the visitor once they land on your website as well.
5. It’s easy to control your budget.
You don’t have an unlimited budget. When you invest in a paid marketing channel like Google Ads, you have to know that you can stay within the limitations of the budget you have. Luckily, Google Ads has no minimum spend, so even small businesses that can’t spend much can use it.
And the platform makes it easy to set your daily maximum budget. Once you go over it, Google will simply stop showing your ads so you never spend more than you intend.
6. Remarketing reconnects you with relevant leads.
Every visitor that comes to your website is a potential customer, but many will visit their first time without making a purchase. Between the busy lives people lead and the ad saturation we all face both on and offline; a visitor could easily forget your brand completely after that first visit.
Google Ads provides remarketing, which lets you serve relevant ads to past visitors that make them more likely to come back and engage with your brand again (and hopefully buy). You can even use the data on what a visitor did on your website to further tailor remarketing ads by highlighting a product they viewed or content related to the pages they visited.
Remarketing gives you a way to keep a relationship going after that first marketing touch point and continue to reach your most valuable leads.
7. You can improve campaigns over time with useful analytics.
No one gets everything right on the first try. Google Ads provides useful analytics that provide a detailed view of what works in your PPC campaigns and what doesn’t, so you can continually improve your ads and the results they achieve over time. The longer you run campaigns with Google Ads, the more data you’ll have on what your target audience responds to. By continually making updates to your campaigns as you learn, you can count on a higher ROI.
Get Started with Google PPC
When your budget’s limited, accepting the need to dive into paid channels for online marketing can feel like a tough sell. But even for the types of online marketing that are technically free, like content marketing and social media, the amount you spend in time or on hiring professional help quickly adds up as well.
The extra boost you get from investing in Google Ads can make your other marketing efforts go further and help you get greater visibility and more traffic faster.
Ready to get started with Google advertising? HostGator’s team of PPC experts can work with you to develop a strategy for your website and execute your campaigns.
Kristen Hicks is an Austin-based freelance content writer and lifelong learner with an ongoing curiosity to learn new things. She uses that curiosity, combined with her experience as a freelance business owner, to write about subjects valuable to small business owners on the HostGator blog. You can find her on Twitter at @atxcopywriter.