Performance Marketing is all about utilising innovative & digital marketing approaches to take the brands to new heights. Hence, it is recommended to interact with an expert or a leading Performance Marketing Company in India. They are well-updated on emerging trends and can help you identify appropriate channels that can help in your brand’s growth.
Among these innovative approaches, a key tool focused on is Google Ads. Along with being effective, it is also one of the most common digital marketing approaches being focused on. But despite such high popularity, there are several challenges/issues associated with the use of such statistical tools. Hence, in this blog, we will discuss Google ads, what they are, how they work, their types and how the results can be improved.
What are Google Ads?
If considering the global data, it can be identified that 91% of the global searches made are on Google. Then what’s better than simply placing your ad on the search page and attracting the potential audience? Hence, it is where Google Ads come into action. Google Ads, a Pay-Per-Click (PPC) advertising platform, is used commonly by performance marketers to boost brand presence in the digital realm.
Such an advertising platform is available for every business irrespective of the budget or the size the brand aims to achieve. Simply you can bid to place your brand advertisement at the topmost spot and further attract relevant traffic/audience to your webpage/landing page.
But at this point, a common question that arises is that listing on Google is free, but then why pay for Google Ads? The answer is simple the free listings are organic and to get on top requires extensive efforts in terms of keyword management and growth. But paying for Google Ads can instantly get your brand listed in the initial searches.
Benefits of Google Ads
Now let’s discuss key reasons why performance marketing companies in India prefer using Google Ads for brand marketing.
Immediate and Vast Reach:
Compared to any other marketing channel or tools used by performance marketers, Google Ads has the highest reach. As Google every day receives more than 8.5 billion searches, also any audience going to a website, first lands on Google and then moves to the website. Hence, it is a place where the majority of your targeted audience is present.
Reach the Specific Audiences:
While setting up your Google Ad campaign you get several options regarding the positioning of your campaign and grouping the audiences. Also, a USP of Google Ads is that it not only pops up when the user uses the search term. Google evaluates the user’s searches and history and recommends website/product suggestions accordingly. Hence, such allows you to better reach the audiences in the marketplace.
Measurable Results:
It is an implied aspect when we talk about Performance Marketing ads. Any tool/approach being used in Performance Marketing has real-time tracking measures. Hence, the performance of Google Ads can be measured in real-time and based on such further improvements in the campaigns can be planned.
Cost-Effective:
Google Ads are cost-efficient tools as there is a minimal initial investment and further depending on the clicks the payment or the cost is increased. Hence, it simply reflects proportionate returns in any case scenario. As a result, it is considered to be one of the most cost-efficient approaches for brand promotion/marketing.
Retargeting:
It can be identified that Google Ads are an effective approach that can also help in retargeting audiences. As it influences the audiences to revisit your website/landing page if they have visited earlier but got no positive response. Being on the top of the search results influences the user to click through your ad. Hence, such can act to be an effective approach to remarketing your brand.
How Do Google Ads Work?
Now, you must be interested to know how to use Google Ads for brand marketing and growth. To understand in detail you must connect with a leading Performance Marketing Company in India. But let’s have a brief discussion on how this ad platform operates.
To be precise, the process involves three steps; i.e., writing ads, setting priorities/targets, placing bids and finalization. Post wherever a user makes any action that triggers the ad, it gets activated and is further displayed. Now let’s move on to a detailed stage/aspect discussion.
There are certain key factors/aspects involved that define the working of Google Ads. Such include:
Auction Process
You are not the only one who is ready to pay for the topmost slot/listing on Google, there are many more players including your brand’s competitors. Hence, there is an auction/bidding process based on which the advertisers are selected. An experienced performance marketer is well aware of such a bidding process and how to surpass the competitors. But just placing the highest bid is not enough to secure the topmost spot, quality and relevancy also plays an important role.
Ad Relevancy and Ranking
Whenever Google’s bots evaluate ad relevancy they consider key factors. Such include; the matching of user expectations and your ad content, the quality of images and graphics used. The technical aspects associated, i.e., link speed, and experiences. All these factors collectively help in defining on relevancy of the Ad. Based on the relevancy and the bid placed the final ranking/positioning of your ad is decided.
Triggering Ads
Post the approval of your ad by Google, the next approach is to wait for the actions of the users that can trigger the ad. Once a user makes relevant input, either based on the search terms or their previous search history the ad is displayed. Hence, while finalising the settings, you need to be careful enough regarding the keywords, user intent and your ad placements.
Finally, if your ad has relevant content and can influence the audience, then there are higher chances that they will go through the final checkout and make the purchase.
Types of Google Ads
There are different types of Google Ads that you can prefer to have for your brand. Let’s have a look at those;
Search Ads
The most common type of Google Ads that everyone is well aware of is the search ads. These are the ads that appear on the search page with a sponsored tag on it. They either appear at the top of the webpage or after the organic search results.
To retain the authenticity of the search results, Google has only 2-3 slots available on the top of the search page, and the organic results are posted. It is also a form of native advertising, as it easily gets aligned with the search page, and includes the title and description, just as same as the organic search results.
Google Display Ads
These ads do not directly appear on Google but on different websites. These websites allow Google to post ads on their website and share the ad revenue with Google. Hence, the marketer is not required to search for websites and place their ads. They simply create their display campaign on Google, which further displays them on relevant platforms and to targeted users.
These ads contain images, graphics, and text and can appear either on the header, footer or sidebar of a website. The advertiser needs to use images that can better attract the audience’s attention
Shopping Ads
Google has introduced a segment i.e., Shopping, that allows users to search for products from different platforms and compare at common place. Hence, you can plan your Google campaign to be part of such shopping ads and represent your products in the initial search results. Hence, such allows you to get better audience attention and position your brand ahead of your competitors.
Google Video Ads
You must have seen video ads on several platforms including websites and YouTube. Such ads are also positioned with the help of the Google Ad Campaigns. Performance marketers leverage creative images, audio and engaging visuals to attract audience attention. It has been identified that such video ads have higher engagement rates than display and text ads. It allows the marketers to better represent their products, services or campaign.
Local Service Ads
An advanced approach that is being adopted by performance marketers is local ad forms. It is highly beneficial for organizations targeting a specific region or group of audience. Also, is beneficial for offline businesses, as they have a limited market to cater to. Hence, it delivers better service results as compared to other ad formats.
How to Create Google Ads?
Google offers a detailed guide that can help you to know more in-depth about the essential steps to be followed while planning for your Google Ads. Also, you can connect with a Google Ad professional/expert to get your ad campaign designed. Let’s explore the key stages to be focused on to create engaging Google Ads.
Set Up Your Google Ad Account
The first step in creating a Google Ad is to set up your Google Ad account. You can sign into your Ad account, using your Google My Business details and your website URL. It can be the first step of your creating a Google ad to promote your products. Further under the set profile, you can work on creating engaging and creative advertisements.
Set Up Your Campaign Budget
Before you proceed further, the most important aspect is to focus on setting up your campaign budget. It can be justified that there is a need to decide on your daily or monthly budget. However, Google asks for a daily budget, but you need to park on a budget for a month so that you can easily average out your final budget. The budget is dependent on your reach expectations as well as your ad positioning. Hence, it is recommended to consult with an experienced marketer to get relevant insights regarding the need for a minimum Google Ad budget.
Plan Your Bidding Strategy
Once you are clear on your budget and ad strategy, the next stage is to plan your bidding strategy. You can either set it to manual or automated by allowing access to Google. It helps define the cost or price that you are willing to pay for a keyword or to get your ad positioned. Hence, setting up such an automation or manual process is defined based on the budget that you have set for your ad campaign.
Include Keywords
The most impact aspect to be focused on while setting up your Google Ads is conducting detailed keyword research. It includes identifying the most searched keywords and how they can be associated with your ad campaign. It also helps you segment your audience and to target only a specific group. Such a practice can also help you save on marketing or ad costs. Doing keyword research and integrating it with your ad campaign is significantly important to ensure better visibility and reach.
Create Landing Pages
If you are planning for Google Ads, then you also need to work on creating engaging landing pages. If a user reaches your Google Ad and clicks on it, then where it will lead you? This is where the landing page comes into play. Hence, it is important that you meticulously plan your landing page elements that can help in better conversion.
There is a need to plan for the proper placement of CTA buttons and images on your landing page. Such can help in ensuring a better engagement of your visitors and converting them. You can connect with experienced performance marketers to learn more in-depth about an effective landing page design.
Define Your Ad Demographics
While designing your Google Ads, you must be clear with the demographic characteristics of the targeted audience. Every targeted group or audience base has a preference for visual or graphic choices. Hence, to convert such a diverse audience group, you need to plan a creative ad campaign, specific to your audience.
Publish Your Ad Campaign
The final stage is to publish your ad campaign, monitor the results and further plan on introducing key changes in the plan. While preparing and publishing Google Ads, you must keep in mind that there exists no standard approach that can guarantee your ad success. Hence, you need to work on evaluating your ad performance, based on which the relevant changes/shifts can be introduced.
Tips to Improve Google Ads
The above information may have provided you with relevant information that can help you while planning your Google Ads. However, along with such there are certain tips that you can plan on to ensure better ad performance.
Consider the trial-and-error approach
As defined there exists no standard approach that can define the success of your Google Ads. Hence the best approach is to adopt a trial-and-error method. Such helps you to identify an ad type or approach that best suits your brand. Also, can indicate a better conversion for your brand.
It also indicates key challenges or barriers associated with your existing Google Ad campaign. Further relevant changes can be made to suit the changing industry needs.
Make Use of all the provided attributes and features of Google Ads
Google Ads features do not ask for an additional payment for using its additional features. Hence, why simply ignore it, study them to understand their use case and accordingly plan to utilise them for your ad performance. If you partner with an ad expert they can help to better understand how to utilise such elements for improved marketing performance.
Focus and better plan on your keywords
You need to ensure that your keywords are up-to-date and aligned with the strategic goals. The strategic goal is to ensure that your ad campaign includes the relevant keywords being used by your audience. Also, a regular updation to your keywords must be ensured to ensure your campaign’s relevancy.
Utilise Your Ad Headlines
Along with the above tips, it is recommended that you make use of every ad headline and criteria being offered while creating a Google Ad. Your headlines must include the potential keywords and should indicate the product/service being offered. Such an approach can contribute towards a better conversion. Also, ensures that your ad can easily be viewed and can reach the targeted audience.
Consider Metrics and Analytics
It is not just a tip, but a must-plan approach that you must utilise for your marketing campaigns. It is to measure every element used in the campaign. Such can help you understand the potential impact of every key element being used. Further relevant improvements or changes can be introduced to ensure that your brand advertisement ranks at the top.
Wrapping Up
The above-provided information is just a brief compilation of the details that you must be aware of while planning your Google Ad campaign. However, if you are interested in knowing more about Google Ads and utilising them for your brand promotion, you can connect with our experts at VerveOnlineMarketing.
We are a team of experienced Performance Marketing Professionals, who have experience converting audiences at large for brands globally. We are the leading performance marketing company in India and can help you elevate your brand’s digital position. Our service portfolio is not just limited to Google ads but can assist you with SEO, Social Media marketing, as well as other digital ad formats.
You can explore more about our services and expertise by interacting with our agents at VerveOnlineMarketing.
Frequently Asked Questions (FAQs)
Do I need Google Ads, if I already have a Google My Business Account?
Google My Business helps ensure your local presence, and to be discovered by users looking for a service provider locally. But to boost your presence and to further attract audiences you need to create and run Google Ads.
Do I need to invest in SEO, if I am investing in Google Ads?
Google Ads and SEO both have different focus areas. SEO is an approach that can help you get traffic organically, but it does not imply with Google Ads. It is a paid form of advertisement, and will only last till you are investing in it.
Can I Run My Google Ads for Free?
For the first time, Google allows some free credits that can be used for promoting your products and services. But to keep your campaign running, you need to invest in it by adding more funds to your Google Account.
Where will my Google Ads Appear?
Google Ads appear on any of the platforms that have allowed ad sense to show ads to the user. It can be a website, application, blog page or any other relevant platform where your potential users are present.
