Google Ads is a powerful tool for businesses that want to pursue digital advertising. Learn how to harness its potential for your brand.
Google Ads, formerly called Google Adwords, is one of the most powerful online marketing strategies for small businesses at the moment. Capitalizing on the wider search network that the platform offers, it is the perfect digital advertising tool for those who want to give an extra boost of exposure to their brands.
In this article, we will talk about Google Ads and why it is something you must get into if you are in the industry of digital advertising in the Philippines.
Why Use Google Ads for Digital Advertising
It gives you access to the right audiences.
Using paid ads can shorten the process for brands when it comes to connecting with audiences. It allows you to reach those who have the intent to purchase or interact with your product or service. This is all leveraged on doing the right keyword research, use of bidding strategies, and creating the right target audiences. By matching the right phrases with keyword intent, you can deliver your digital advertising message directly to the right people.
It gives fast results.
Unlike other digital advertising marketing strategies such as SEO, Google Ads can provide quality and measurable returns in a shorter period of time. By bringing your message directly to the right audience, a business can already cut through market audiences who have no intention of purchasing. This way, you can also make the customer journey shorter for those who do. Moreover, the faster that you create a following for your brand, the easier it is for you to earn more profits using other digital advertising strategies.
That is, if you follow digital advertising best practices when it comes to bidding. Search engines follow this format, where they let the market trends dictate the price of ads. Let’s say you have a budget of $3 for the keyword you are targeting. However, the highest competing bid is only $2. You can bid $2.50 — lower than your initial budget — to win the bid.
You can also offer higher bids to the ‘owned’ keywords of your competitors to steal their searches. When it comes to bidding, you have to be flexible to change your bid every now and then to keep up with the trends.
What Makes an Effective Digital Advertising on Google Ads?
Now that you already know the power of Google Ads, it’s time to learn how to create one. The tips below are the foundations of an effective digital advertising ad.
Use the right keywords
Keywords are the bedrock of your Google ad. Not only are they the basis when it comes to your budget. They also affect the exposure of your material.
When creating a keyword strategy, avoid broad or highly popular keyword terms. Most likely, these will already have very expensive bidding ceilings and will be hard for you to target already. Instead, search keywords that have high search intent but moderate pricing, because they are the ones that are easier for you to own and rank.
Only run relevant Google ads
Again, your keyword should match your searcher’s intent. This is to make sure that you get the most clicks from your ad spend.
Specifically, your headline and ad copy should complement the keywords you are bidding on. Is your ad meant for brand awareness, conversion, or customer retention? Being clear about this gives you a better quality score.
Improve your Google Quality Score
Quality Score is Google’s way of rating your ads by taking a look at user experience, keyword relevance, landing page quality, ad text, historical Google Ads performance, and expected CTR. Based on your Quality Score, the search engine will determine your final cost per click and your final rank in the ad auction.
Improving these factors will give you a better chance of getting a good score and ad performance. We discuss each of these elements in detail below.
Elements of a Good Google Digital Advertising Ad
As mentioned, the Quality Score affects the placement and effectiveness of your digital advertising. But what are the elements that affect them directly?
User experience and keyword relevance
This element looks at how well your keywords match the search intent of your target audience. If your phrase provides the exact intent of your audience, then Google will give you a good score for giving a good user experience to their searchers.
Expected click-through rate and historical performance data
Google provides an estimation of your CTR based on how well your keywords performed historically as per the position of an ad. The expected CTR provided for each keyword is also based on the assumption that the search term perfectly matches the keyword you chose.
Landing page quality
Your Quality Score is not only based on your ad keywords and copy but on your landing page as well. Specifically, Google determines whether your landing page is relevant to your keywords and if it successfully fulfills the search intent of your user.
Harness the Power of Google Ads as an Effective Digital Advertising Channel
Google Ads can be turned into a superpower for businesses when used well. Using it can be complicated at first. However, with proper research and a focus on creating quality content that delivers, it can be turned into one of the most effective online marketing strategies for small businesses.
Do you want to get into the world of Google Ads and digital advertising but don’t know where to start? We can help! Book a free consultation with Eight Media now so we can explore how they can benefit your business.