Thursday, January 23, 2020

This is Why Google Ads are Crucial to Your Marketing Strategy

In this day and age, there are so many different avenues for advertising online that it can all get a bit overwhelming. Well, fear not! We’re here to run you through why Google Ads are the best choice for your business in 2019, and how to go about ensuring you get the most out of your Google Advertising campaign. 

First things first; people come to Google with intent. Let’s dive into what that actually means, and why it’s one of the primary reasons Google is such a powerful tool when it comes to securing customers for your business…

You’re driving down the road, there are billboards all around you, bus stops with ads in them, stores with sales in the window, and someone is standing on the side of the road with a giant arrow doing flips to ‘point’ you in the direction of discount flowers. What do all these things have in common? They’re all push marketing. That means the business is trying to put their service or product in front of you without you previously showing interest. Are you a 25 year old male with a magnificent beard? Perhaps you’re interested in this hair straightener that this billboard is showing you! Oh, wait... of course you aren’t. 

Now, that isn’t to say Push Marketing isn’t crucial in today’s day and age. It certainly has its benefits in that it gets massive amounts of exposure, tends to be low maintenance, and helps keep your brand fresh in people’s mind. But it also has downsides like you can’t target specific demographics, your ads are likely surrounded by a huge amount of ‘noise’ (other ads for different products or services in the same area) and they’re difficult to gauge the success of. You’ll never know if someone came to your business after seeing a poster or billboard. 

This is where Google Ads is here to save the day. 

When someone is doing a Google search for a product or service, for example; “digital marketing company”, they are already looking around for someone to solve a problem for them. They are actively looking for information about a product or service that your business might offer, and this single fact makes them one of the easiest warm leads your business will ever be able to get its hands on. This is an incredibly powerful position to be in, as it allows people to not only find your ads reliably and easily, but also lets you then direct them to a specific page on your website that you’ve set up to sell your services as efficiently as possible. Now while that’s great, it’s not even the best part! 

You can track ALL OF IT. 

Because you’re bringing in traffic you know is qualified, reliable, and has intent, you now have access to a HUGE amount of data on every single visitor to your site that has come through Google Ads thanks to our trusty sidekick Google Analytics (which you should be running on your website regardless of if you’re advertising or not!). Once those users start converting into leads or sales, you start to get a very accurate outline of what your typical customer looks like, something that would take years of manual work to be able to achieve with traditional marketing methods. 

So Google is great for bringing in new leads, but what about the long term? 

This is where remarketing comes in handy, and our good friend Google Analytics is here to help again. You can set up specific audiences for categories of people using Google Analytics to remarket your ads to in order to retain, remind, and re-engage users after they have left your website. For example:

Did a user add something to cart, but not purchase? Add them to a list of near-converters that just need to be pushed over the line. Show them ads with the products they’re showing interest in to reel them back in.

Did someone sign up for a newsletter but not browse your products? Add them to a list for some gentle branding outreach so you stay in their mind.

Did someone go all the way through the purchase process already, but you think you can sell to them in the future? You guessed it, you can make an audience list for that.

The potential is limitless, and the tools available are so powerful for initial engagements as well as long term marketing that it’s no question that Google Ads are one of the most effective and efficient methods of advertising a business online. So what are you waiting for? Click here to drop us a line, and we’ll get back to you on how we can help scale your online business through Google advertising!