Why Are Google Ads So Powerful?
February 25, 2021
Today Google has elevated itself beyond a brand to a verb. The term “Google” is actually defined in the Merriam Webster Dictionary.
And that’s because, now, when people have a question that needs answering their first stop is usually Google.
Want to know if there’s a solution for that back pain you’ve been having?
Want to know if there’s a tool that makes collaborating on a post-click landing page easier?
The search engine handles an obscene 2+ trillion searches like these per year. That’s over 5 billion searches per day.
Among those are people looking for solutions to problems that your business can offer. If they’ve ever used the internet, chances are they’ve Googled the answer to something. And if you can help them find the answer, even if it’s with an ad, they’re more likely to choose you than your competitor.
With Google, there’s something for every business and every prospect at every stage of the buyer’s journey.
Bidding on broad keyword search terms like “accounting software” will show your ad to prospects at the earlier stages of the product research process and allow you to fill the top of your funnel with two really simple but powerful techniques:
- Capture their information with your post-click landing page and start sending them informative content that proves your authority.
- If they don’t convert, use retargeting software to draw them back until they do.
Another powerful technique for adding to your customer base is bidding on long-tail keyword search terms like “accounting software for freelance marketers.” These generally are less expensive, and they’re worth it for capturing the attention of people who are looking for exactly what you offer. Most times people who search long, specific strings of keywords have more intent. And intent is what makes the people you reach on Ads so valuable
If you are asking “Why use Google Ads?” right now you should be asking “Why not?”
The network has something for businesses of all sizes with different budgets and different advertising goals. Different target audiences — most of whom have used Google at least once in their life to find the answer to a problem. So in a sea of seemingly endless searches — 2+ trillion per year — why wouldn’t you drop a bucket in to see how much revenue you could bring up?
Why would I use Google Ads when I could just do some SEO (Search Engine Optimisation)?
Search engine optimization is still the backbone of most highly visited sites. The posts and pages you see on page one aren’t just well-written with carefully researched keywords; they’re also on sites that have amassed a large number of backlinks over time (still the number one ranking factor for web pages).
It can be years before you get to see one of your own pages in the coveted first position for a broad keyword search term. Some businesses will never see it.
When you get started with Google, though, your chance of leapfrogging all the organic results on a search engine results page grows exponentially, and it grows easier too. There’s no endless search for links that will bump your page up just a little bit; there’s no poring over keyword density on your post-click landing page. Start running ads and boost the odds people see you first thing, on a page like this, where organic results don’t even appear until below the fold.
The biggest difference between the people you’re reaching with Google Ads and the people you’re reaching with other forms of advertising is their intent.
On social media, for example, people aren’t looking to be advertised to. They’re not looking for solutions to the issues that plague their everyday lives. They’re looking for baby pictures and vacation photos and family updates. And when you advertise to someone who doesn’t want to be advertised to, there’s a better chance you get tuned out.
On the search network, though, you’re not advertising to people who don’t want to be advertised to.