Google averages more than 63,000 searches. Per. Second. That's around 2 trillion searches per year—and that number only ever goes in one direction. If your marketing campaign isn't making use of Google Ads Search, it isn't making itself useful. Let's dive in head-first.
The clue’s already in the name. Google Ads lets you run PPC (pay-per-click) ads with the world’s most powerful search engine.
Marketers bid to place advertisements directly in the search rankings, or on non-search websites and videos that use Google Ads to earn revenue. Google Ads are displayed at the very top of the SERPs in the search feed.
That means that any user querying something will spot your ads before organic search results.
Like Meta, your ads take part in a live auction automatically. This happens any time a person uses the search engine.
Googles’ algorithms use four indices to select an ad to display:
The search context accounts for time, location, and other factors to your ad. Ad extensions are additional features that may impact your ad’s performance.
And the quality rating of an ad is based on three factors: relevance to search intent, landing page quality, and expected clickthrough rate.
By putting it all together, Google places your ads where they’ll perform best.
There are three options for choosing how your ads bid: pay-per-click, cost-per-engagement, and cost-per-mille (thousand impressions).
You can choose to set your bids manually for specific keywords and groups of ads. Avoid manual bidding if you’re just getting started—but remember it can be effective to inflate your bidding price on competitive keywords.
All of the best digital marketing strategies make use of Google Ads with good reason. Google is more than a search engine, and it’s more than an advertising platform.
It’s the entity that calls the shots in SEO. Advertising through Google means making the most of the latest developments. And it’s how the tech giant makes a profit.
Ease of use, effectiveness and customer feedback are all at the top of the list of priorities.
Managing your marketing campaigns through the ad manager couldn’t be easier. Starting a new campaign, adapting it for a target audience, and organizing ad spending for a budget is a breeze.
We all know what keywords are. But that doesn’t mean they’re easy to find for niche areas.
With A/B tests and lookalike audiences, you can prototype and test your marketing campaign ideas on the fly. There’s no need to tear your hair out over keywords—simply try out a list of keywords and see what works best.
In OrbitalAds we specialize in keyword management automation, making the progress of keyword optimization a breeze.
Running a successful marketing campaign means a lot of improvement and iteration. You can’t know in advance what will fly and what will flop. And that means generating a lot of data and interpreting it.
Usually, big data isn’t easy to read, requiring in-depth know-how.
Google analytics makes short work of the mountain of data generated from an ad campaign. Data are presented in a digestible format.
With goal tracking, you can configure target goals, such as click rates, form completions, and page views. Flag them as conversions, and you’re good to go.
Nowadays, you can search for any string of words and get an impressive array of results. This is because of the Hummingbird algorithm and Google’s use of deep learning to understand what people mean when they search.
In other words, your ads are displayed to users when they would be the most appropriate. By targeting keywords related to conversions, you can make the most of this.
For instance, “buy” or “purchase” plus your niche as targeted keywords will always deliver great results.
Keywords aren’t the only thing that can be targeted. Google Ad Search allows you to target your ads only at a specific audience. Audiences are grouped together by demographic, specific interests, and search intent.
How does an audience look in practice? That’s entirely up to you. For example:
Specific marketing is good marketing, and targeted ads let you be as specific as you’d like.
This one should go without saying, but we’re saying it anyway: Google has unprecedented reach.
It’s the world’s most used search engine by an enormous margin. You can Google anything, and you’ll get the answer you’re looking for. And the best marketing campaign is one that exploits this fact.
Failing to use Google Ad Search in marketing is like failing to add a call to action to your SEO. You just don’t do it.
One of the biggest challenges facing marketers—and business leaders—is scalability. What works on a small scale doesn’t necessarily translate. That’s the cost of doing business.
As your budget increases and your business digital marketing campaign shifts into a higher gear, it’s easy to get lost at sea. Analytics makes it easy to detect trends in your campaigns and act on them.
We already mentioned lookalike audiences – and these are fantastic for scale. As you seek to grow and market to new demographics, your ROI remains stable. The law of diminishing returns doesn’t apply.
Playing with keywords can also provide you with great scalability among other optimizations.
Your marketing campaign is the lifeblood of a successful business. It’s one of the core pillars that you rely on.
And Google Ad Search presents you with the best tools in the industry to get the job done and maximize your ROI and profit.
At Orbital Ads, we’re pushing the boundaries of AI and Natural Language Processing to help our clients maximize the potential of their keyword strategies. Contact us today for expert advice.
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