For most people, the search engine is a go-to resource for whatever question life brings. Curious about a product? Looking for local to-dos? Or maybe you just really need to know how tall a celebrity is.
Whatever your questions are, the modern search engine provides a virtually endless supply of answers, and there’s no bigger search engine than Google.
What is search advertising with Google Ads?
Google’s primary form of search engine promotions, Google Ads, provides digital marketers with a very helpful option.
What are the benefits of using Google Ads for search advertising? Does it work for companies of all sizes, and can it offer users something they won’t be able to get anywhere else?
How do you measure the success of search advertising with Google Ads?
Search ads offer the extremely lucrative benefit of putting your promotion where it’s guaranteed to be seen. There’s no guarantee that users will click it or even read it, however—that often depends on the quality of the ad itself.
When you do get a spot on the front page of Google, though, you can automatically begin measuring the increases you get thanks to paid ads.
The right ad could lead to extra traffic, new leads, and additional sales.
Common rules still apply.
Remember, a search ad on Google Ads functions just like any other piece of content. The most essential strategies for search engine visibility still apply.
Be relevant, focus on the content, and always write for humans rather than engines. The ads you use are still chosen for viewers based on keywords, so proper research and optimization practices are still beneficial.
Anticipate what searchers want.
You should be looking further than just what people will input into the search engine. The benefit of search advertising is that, if you anticipate what people want to know, you can get them to click your ad as soon as they see it.
Source: Search Engine Journal
For the person searching the keyword shown above, many of their potential questions are covered in the ad. It goes back to good copywriting practices and research.
Search advertising with Google Ads won’t automatically make a company a success, but it does give improved visibility and quicker benefits.
Does it really matter?
Nearly every huge platform with a decent-sized following has some type of ad program, be it a traditional search engine or a social media platform. Does it really matter if you’re using search advertising and, in particular, using Google Ads?
Based on the number of eyes you can get on your content, the answer is yes. It’s one thing to make your website rank well: It’s another to get a guaranteed spot on the front page of the world’s most popular search engine.
The first page of Google results gets between 71-92% of all traffic.
For the company that’s already successful, using Google Ads is still essential. Not only do they keep their high-ranking spot within their industry, but they constantly grow their reach.
By keeping their ads in front of more users, they maintain brand recognition, even in growing fields.
For the smaller company, search advertising on a platform like Google matters even more. It’s a way to shoot to the top of the rankings and get some easy visibility.
Sometimes this little boost is all that’s needed to help a promising startup get the attention it needs.
Now that you know just how popular the front page of Google is and how their ads can be beneficial, you can start creating your own. Remember to craft your ads in such a way that you call your reader back to your site, product page, or subscription link.
Learn to write catchy CTAs to get the most out of your Google Ads, and make search advertising a lead magnet.