Use Google to Reach More People
Let them know you can help. Let them find you.
Make the most of most people’s search engine of choice.
When you think about it, it just makes sense.
Google knows they reach all those people conducting all those searches, which is why they created Google Ads, their very own online advertising program.
This gives you a highly effective digital marketing platform for reaching the people who are using Google to look for the solutions you provide.
You can reach potential clients, patients, customers, students, subscribers, readers…to generate more sales in less time for your business, practice, company, university, corporation…in any industry, anywhere in the world.
Google Ads uses a Pay-per-click or PPC model, which means you only pay whenever somebody clicks on your ad. The amount you pay is determined by a bidding system wherein people place bids on the keywords to be used in the ads.
There are many ways to use both Google and Google Ads to reach more of the right people, and we’re here to show you how.
Keep your eyes on your targets.
Make sure you reach the people who need you the most with Google’s Audience Targeting capabilities.
- Affinity & Custom Affinity Audiences: Reach people according to their interests and habits
- Custom intent & In-market Audiences: Reach people according to what they’re actively researching on or planning to do
- Remarketing: Reach people according to how they’ve interacted with your business
- Similar audiences: Reach new people with interests that match your website or app
- Placements: Reach people via a list of high-quality, high-traffic websites
Text ads: Open up more conversion opportunities with the right words.
Google text ads are ads that come out on top of the “organic” or “natural” results of someone’s search—you can tell they’re ads by the “Ad” marker before the URL in them.
The success of these ads hinges on your use of keywords, which make sure your ads come out when people use certain terms, or words or phrases when they use Google to look for something.
It can be a real challenge to write great Google text ads. You only have up to three headlines of 30 characters each, and two descriptions, each of which is 90 characters long (and you have to fit your keywords in there).
The effort—and the advertising dollars, however, are well worth it:
- Google ads have a Click-Through Rate (or CTR) of almost 8% (Hubspot)
- Paid ads on Google get 65% of the clicks from people who are ready to buy (Hubspot)
- Google ads can boost brand awareness by as much as 80% (Google)
- Businesses earn an average of $2 for every dollar spent on Google ads (Google)
Dynamic Search Ads: Craft the content that people are looking for.
When someone searches for your services or products on Google, Dynamic Search Ads pull the relevant content from your website and places this content at the top of the search results, marking it as an “Ad” (just like text ads).
This is different from using keywords (which is how text ads work) to tell Google which ads to show people who use these words to look for your solutions.
With Dynamic Search Ads, Google analyses the content of your webpages to generate headlines and landing pages to serve up to searchers, allowing you to reach more people than you normally would using Google’s search network.
Display Ads: Leverage the widest possible reach on the world wide web.
What better place is there for reaching the most people than the Internet? And because of the lion’s share it commands of the search market, Google is, by the far, the way to reach the most possible people via the Google Display Network or GDN.
Display ads run on GDN come out not just on the millions of websites on the network, but in Gmail, apps, and on YouTube. That means that wherever your target market goes on the Internet, they’ll see your Display ads in these different formats:
- Text: These display a headline, two lines of text, and a URL; often appear in website sidebars
- Banner: These include images and rich media, so animations and custom layouts can be used
- Gmail: Appear in your Gmail inbox
- Apps: Target specific mobile app categories
- Pre-roll and interstitial ads: appear in YouTube videos before the videos begin and during ad breaks
Enjoy the many benefits of using Google Display Ads:
- The Cost Per Click or CPC of Display Ads is lower than the CPC of text of dynamic search ads
- You reach a larger audience than you would with text or dynamic search ads
- Visual display ads have a higher chance of getting a higher CTR because they’re more visually appealing than pure text ads
- They’re a great tool for creating brand awareness and boosting reach
YouTube Ads: Communicate with a captive audience.
Get the most out of the reach that Google gives your ads by having your ads come out on YouTube. You can have a video version of your ad inserted before another video watched by your target market, or have your video come out in the results whenever people search for videos to watch YouTube.
Take advantage of the many different kinds of YouTube Ads:
- In-stream TrueView ads
- Discovery TrueView ads
- Non-skippable in-stream ads
- Bumper in-stream ads
- Sponsored card ads
- Overlay ads
- Display ads
Give your ads a second chance.
It’s a hard truth to swallow, but 96% of the people who visit the website of your business or practice, university or corporation, aren’t going to convert, or take the action you want them to (GrowthBadger).
But not to worry. Google makes it easier for you to remarket, or reach out a second time to that 96% that didn’t convert, to boost their chances of converting—that is, downloading, filling out a form, or making a purchase.
Remarketing Lists for Search Ads or RLSA are made up of people who have visited your website.
Sometimes, a second push is all your website visitors need: remarketing has generated a 30% increase in conversion rates for brands like Intel, and a 1,317% ROI for brands like Zendesk (GrowthBadger).
Google make remarketing easier because all it asks for are a minimum of 100 unique active visitors. Once you have those, you can retarget them for remarketing using Google’s demographics and audience targeting capabilities, as well the keywords and ad placements you’ve already used.
Get help for getting started with your own Google Ads.
Before running your own text, dynamic search, display or YouTube ads, you’ll have to figure out these six essential elements:
- Your business objectives
- Your Key Performance Indicators or KPIs
- Your Google Ads marketing objectives (e.g. lead generation or e-commerce)
- Your target locations (by city or country)
- Your preferred campaign type (e.g. search or display)
- Your media budget
As you can see, there’s a lot that goes into preparing a Google Ad campaign, which is why we can help you:
- Set up your Google Ads account correctly
- Determine your Google Ads campaign objectives
- Bid on the keywords you want to use
- Run your Google Ad campaigns
- Use Google Ads best practices
- Optimise your Google Ads
- Build, review and refine your list of keywords
- Create RSLA for remarketing
Not just Google Ads: Run Google Ads the 360 way.
Google Ads is just one of several digital marketing channels that business owners like you can use to reach out to potential clients. Because your target audience spends a lot of time on other channels like blogs or social media, it’s a sound, strategic decision to eventually use these other channels to complement your Google Ads campaigns.
This is why using Google Ads as part of a 360 digital marketing strategy helps you get the most out of your Google Ads use. You can make sure your Google ads are aligned with, and reinforce all your other digital marketing activities to create seamless communications and a cohesive branding experience for your target audience.
Even if you’re not using other digital marketing channels at the moment, or plan to use Google Ads for starters, you can lay the groundwork for future 360 digital marketing activities starting today.