RGC Digital Marketing

By Richard Gerretson-Cornell

A Guide To PPC Advertising

Since launching in 2000 and attracting only 20 million searches during its first release, Google Ads (previously called Google AdWords) has grown immensely, now attracting over 3.5 billion daily searches and equating to roughly 40,000 search queries a second.

In fact, when the lucrative service initially launched, Google Ads had a measly 350 advertisers hoping to capture their audience’s attention. Fast forward to a more dynamic and fast-paced digital world, over 7 million advertisers now implement Google Ads, generating billions of dollars for the search engine giant and attracting their consumers to a place they use the most.

In fact, with widespread access to online resources in today’s society, online search has become an important tool for the entire customer journey. A 2016 study by Forrester even identified that 71% of consumers begin their customer experience by using a search engine such as Google to discover products and services, while 74% of consumers use search platforms for consideration and purchasing reasons. Therefore, pay-per-click services and Google Ads play an integral role throughout the entire consumer journey and thus should have a cemented place in a brand’s overall marketing and advertising services.

What Are Google Ads?

Formerly known as Google AdWords, Google Ads are a group of pay-per-click advertising services designed to attract and reach consumers during various stages of the online customer journey. In fact, the change in name, implemented on the 24th of July 2018, reflects the holistic offering of pay-per-click services that Google provides as tools to advertisers to engage their audiences throughout the entire decision-making process.

Broken down into text-based search advertisements, graphic display ads, YouTube video advertising and mobile application ads, Google Ads provide advertisers with the opportunity to engage with audiences through a variety of modalities. In fact, historical research conducted by Wordstream identified that for high commercial intent searches, in which a consumer is ready to purchase a product, paid advertisements receive 65% of all clicks.

However, while each of these pay-per-click services can be utilised on their own, and have different rates of effectiveness throughout the entire consumer decision-making journey, concurrent use of various Google Ad types can generate unparalleled results. According to Search Engine Land, conversion rates increased up to 52% when a variety of Google Ads were implemented simultaneously. In fact, while Google identifies that search ads can increase brand awareness by 80%, Google display advertising can increase website traffic by 300%, further facilitating brand awareness and consideration.

How To Effectively Use Google Ads

With numerous statistics providing the benefit of pay per click and Google Ads, what are the best ways to implement the services in order to attract consumers through various stages of the customer journey? As a leading Google Ads and pay per click agency, our team at RGC Digital Marketing has compiled great ways to use pay per click in order to engage audiences, maximise conversions and boost return on investment (ROI).

Testing Landing Pages

While a variety of Google Ads including search advertising, display advertising, video advertising and in-application advertising can definitely be useful to engage audiences, the pay per click services are actually most effective when integrated into an overall advertising strategy. In fact, one effective way to utilise pay per click Google Ads is to test and optimise landing pages.

Hubspot identifies pay per click as a useful investment to conduct landing page A/B testing. When setting up pay per click services, the advertiser has the choice to direct and split the traffic to various pages. By doing so, advertisers are able to determine the pages that achieve the most engagement and highest conversion rates.

With that being said, the concurrent use and optimisation of Google Ads and effective landing pages are needed in order to achieve the best online marketing results. While these digital advertising and marketing services are generally thought of separately, the conjunction and integration of the two online marketing services provide marketers with measurable data and insights to better inform their strategies and Google Ad Campaigns, while also increasing conversions and minimising unnecessary advertising costs.

Assist Search Engine Optimisation

There is a common misconception that Google Ads are unnecessary if a sound search engine optimisation strategy is in place. In fact, Google’s own research highlighted that 89% of traffic generated by Google search ads is not replaced by organic clicks when ads are paused. Neil Patel, A New York Times best-selling author and SEO expert even notes that Google Ads can help improve your SEO strategy and reveal the most important, and highest converting keywords for your industry.

In fact, when using Google search advertisements, keyword reports are generated, identifying the types of queries consumers are searching and that are relevant to your campaign. In some instances, these keywords may not have been previously considered, therefore enhancing your overall Google Ads campaign, search engine optimisation strategy and even landing pages.

Not to mention, smaller and newly established businesses may find the implementation of an SEO strategy lengthy and time consuming, failing to achieve the results they need. Through Google Ads, smaller businesses who may be operating in highly competitive markets have the chance to rank amongst the more established organisations.

Craft Your Own Pay-Per-Click Advertising Campaign

Evidently, the use of a Google Ads is not a stand-alone strategy, but one strengthening other digital marketing services. While Google Ads are an effective way to engage audiences and capture their attention through a medium in which the customer journey often begins, Google Ads can help improve landing page conversions and enhance SEO strategies to keep consumers progressing through the funnel. It is for these reasons that Google Ads provide immense benefit for both large and small entities.

If you’d like a team of experts to assist you in crafting and implementing a personalised pay-per-click advertising strategy, don’t hesitate to reach out to the Google advertising experts at RGC.

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