Why Your Business Should Start with Google Ads

Written by Adam Hoppe while listening to Trampled By Turtles - Wait So Long at some point on August 31st.

You're ready to embark on your marketing journey--but where do you start? Many marketing professionals turn first to Facebook Ads or to another social media marketing campaign. Social media ads are often less expensive, and they'll allow you to reach a wide range of individuals. Not only that, social media ads allow greater potential for sharing, which means you'll get free advertising out of the process! In many cases, however, Facebook Ads isn't the best starting point for your business. There are several reasons why you might choose instead to turn to Google Ads for your initial marketing strategy. 

Collecting Data with Google Ads

You’re ready to embark on your marketing journey–but where do you start? Many marketing professionals turn first to Facebook Ads or to another social media marketing campaign. Social media ads are often less expensive, and they’ll allow you to reach a wide range of individuals. Not only that, social media ads allow greater potential for sharing, which means you’ll get free advertising out of the process! In many cases, however, Facebook Ads isn’t the best starting point for your business. There are several reasons why you might choose instead to turn to Google Ads for your initial marketing strategy. 

Collecting Data with Google Ads

Your data is the starting point for all of your marketing efforts. You don’t just want to put together a random marketing campaign; rather, you want to personalize your advertising efforts so that you’re able to reach your target audience and highlight the important factors that will lead to sales. When you work with Google Ads, you’ll be able to collect a wide range of data long before you even create your first Facebook Ad. This data includes a wide range of options, including:

Geographic performance

How does your campaign perform in specific geographic areas? If you’re a global or national company, it could be useful to know what areas most need your services. On the other hand, if you’re a smaller, local business, you want traffic that’s coming from your local area. Track your local geographic performance to determine the effectiveness of your ads in reaching your target population. 

Check your keywords.

What keywords are generating the best results for you? This could be the keywords that draw the most attention, but it could also include the keywords that offer you the best overall conversions. With Google Ads data, you can discover which keywords are most effective for your overall ad campaign, which will in turn give you a better idea of what your customers are really looking for when they come to your business. 

Evaluate your campaign.

Has a specific ad campaign been effective, or is it failing to meet your goals? As you’re developing your advertising efforts, you want to be sure that your campaigns are working: that they’re meeting your target audience, providing them with the information they’re looking for, and that they’re worded in a way that will draw attention and bring in interested customers. Being able to evaluate your campaigns will also allow you to test different ad types and keywords in order to shape overall more effective ads. 

Google Ads will also allow you to group your data in the way that makes the most sense to you. This means you won’t end up fumbling through the data as you try to understand how it relates to your campaigns; rather, you can easily view exactly the information you need, organized in a way that relates to your specific campaigns and your needs. 

The Importance of Keyword Planning

Keywords are as important as ever when you prepare your advertising campaigns. While the face of search is changing, particularly as voice search becomes more common, you still want to be sure that that you’re targeting the right keywords for your audience. Google Ads has a Keyword Planner tool that can offer a number of key advantages when you’re ready to improve your advertising strategy. 

Discover what keywords are in common use across your industry. What keywords are your competitors ranking for? You might not want to rank for identical keywords, depending on which segment of the market is yours, but you will certainly want to check on keywords that are relevant to your competitors and determine whether or not they’re relevant to your business. 

Examine new keywords that you might not have thought of before. In many industries, keywords aren’t a simple matter. If you’re a dog grooming business, your primary keywords be as simple as “dog grooming” and “dog washing.” On the other hand, a security firm may have a wide range of keywords ranging from armed guards to audiovisual monitoring. In some cases, the keywords might not be as obvious as you think–and you want to make sure that you aren’t missing out on important opportunities to meet your goals. 

Do your keyword research. Sure, ranking for many keywords is great. That doesn’t mean, however, that you want to rank for every keyword every time. Keyword research can tell you:

  • How often specific keywords are used
  • What budget you should anticipate for given keywords
  • How searches for specific keywords change over time (for example, keywords involved in new technologies or releases may see a temporary spike in use which will fall off quickly, while standard keywords in your industry may see a lot of long-term use). 

Keyword research is a critical part of setting your advertising budget and deciding what you want to focus on–and once you understand the keywords that are most important to your customers, you can create better profiles that will more effectively target your buyer personas. 

The First Place You Go

Ultimately, there’s one key reason why Google Ads should be your first line of advertising: it’s the first place people go! Think about it: when there’s something new you want to search or information you need to find, where do you turn? More than 67% of online searches are performed using Google. When people want to find out new information about a product or they want to research a product for the first time, they aren’t using Facebook search to show them that critical information. Instead, they’re turning to Google–and with Google Ads, you can get your advertisements directly in front of those individuals. 

Google Ads is also a low-cost way to break into advertising. Many ads cost only pennies per click to get started, which means that you can easily get your ad in front of a high volume of people without having to dive in with a large advertising budget. While your costs will vary based on your keywords and the extent of your campaign, this simple strategy is one of the most effective ways to ensure that you’re able to reach a wide audience on a comparatively low budget. 

Google Display Remarketing: Find Leads Again

Sometimes, people who have visited your website don’t remember exactly where they saw a specific item or what website offered exactly the services they were looking for. Other times, seeing your website a second time will simply help increase customer trust, which can lead them to trust your brand more in the future. One of the most effective advertising strategies you can use is reconnecting with leads, letting them know that your business is still out there. It can take multiple touches for a customer to make a purchase. Unfortunately, a simple shift in the search terms they use can change what websites display first in their search results. Since most searchers never get past the first page of Google, even a customer who is trying to get back to your website may not be able to find you, especially if they can’t remember your business’s name.

Google Display Remarketing offers the opportunity for you to get your website back in front of people who have already visited it. This can accomplish several things:

  • Raising your search ranking for people who have already visited your site, which can in turn increase their confidence in your website and make them more likely to trust you
  • Increasing overall brand recognition, which can help bring customers back to your website–next time, potentially because they searched for you deliberately
  • Allowing you to pick up leads that could have otherwise have been lost, making your overall advertising campaign more successful.

With Google Display Remarketing, you’ll be able to specifically target your ads to individuals who have already visited pages on your website or to those who have tagged your website in the past. In some cases, you’ll do this by adding a simple tag to your website, which will let Google know in the future who has been to your site. In other cases, Google Ads will create a list of all the visitors who have already been to your website, allowing you to target them in the future. Note that this is not a feature that is available to websites that might collect sensitive information, nor should any information used in these campaigns make it possible to personally identify a customer.  

If you’re ready to dive into business marketing, consider whether or not Google Ads is the best place for you to start. Many marketing professionals find that targeting the right keywords on Google Ads is one of the most effective strategies they have for reaching a wide audience, allowing you to improve your overall advertising success. With Google Ads, your advertisements go straight to people who are genuinely interested in your product or services right now–and that significantly increases your rate of successful conversions and can raise the return on your advertising investment. While Facebook Ads have their own unique successes, starting with Google Ads is a highly effective way to get your marketing efforts off the ground.