Just as companies began to understand how important search engines were to reach their consumers, they, in turn, designed platforms that would allow these companies to achieve greater positioning in their search engines. Studies affirm that 75% of users who reach a website through a search engine do not click beyond the first page, therefore, positioning oneself in the first search results became a necessity and at the same time, in a business opportunity, therefore, you cannot miss the 5 advantages of using Google Ads.
According to the data provided by the consulting firm NetMarket Share, Google far exceeds the absolute majority in the online browser market thanks to the fact that 58.64% of them use Chrome, almost three times more than the 18.95% of Internet Explorer or 11.79% of Firefox. In this sense, Google is the search engine most used by Internet users. With the aim of taking advantage of that reach, Google created Google Ads as a tool to monetize all this traffic, its main platform for pay-per-click and SEM (paid search engine advertising campaigns).
Let’s start with the basics. What is Google Ads?
Google Ads is an online advertising tool that helps businesses connect with their customers. Ads are displayed along with search results when a person makes a query on Google using a keyword that is related to the sponsored content.
In other words, when an Internet user enters a particular term into Google, the search engine automatically displays, among the first results, advertising ads that are activated with the keywords used by it. Google Ads works through a PPC (pay-per-click) business model, that is, they charge companies that use the service for each time a person accesses their website by clicking on the ad.
Now, what are its main advantages?
1. It allows you to connect with your target audience
When you create an ad in Google Ads, this platform gives you the opportunity to limit the audience to which you want to direct your ad by tastes, language and geographic location (country or region). On the other hand, it also allows you to segment your advertising by keywords, devices used to browse the Internet and times of day in which you consider that your ad can have a greater impact.
This, without a doubt, is a great advantage. First, because your ad attracts the right readers and second, because it adapts to the interests and characteristics of your buyer’s persona. The better geolocated, focused and specific the campaigns are, the better they work, but what’s the point of making an advertisement that doesn’t attract the right audience?
2. It fits your budget
Although Google Ads works as a paid advertising platform, you are the one who has full control over your budget. Both you and your marketing team have the freedom to choose according to your objectives and investment capacity, how much you want to spend per month, per day or even per ad.
This is possible since advertising in Google Ads does not require a minimum investment. This platform only charges for each click made on the ad , so what you are really paying for is the visit and the visit to the website.
3. Shows your statistics and data about your campaign
One of the most important advantages of Google Ads is that it gives you real-time data on the performance of your ads and customization options to track and measure all your campaigns through a control panel. It allows you to configure and track your objectives in more detail to calculate your KPIs and measure how effective the campaign has been.
At the same time, it shows you statistics about the traffic your ad has received, the conversions achieved and the keywords that are having the most searches. In addition to the above, Google Ads also allows you to run several campaigns at the same time and progressively improve your results.
4. Direct traffic
When you build a pay-per-click campaign in Google Ads, you are attracting your target audience directly to your content. There are no intermediaries when positioning yourself among the first search results. Users will be able to consider you as their first option and access your website more easily.
In this way, you are attracting traffic directly to your website. Of course, the title, description and calls to action that you use to attract that audience come into play in this process.
5. Official training and certification
Google cares that its users know how to use its tools appropriately. So it designed a free online certification in Google Ads in which anyone can enter, train based on the characteristics of this platform and present a test that validates their knowledge at an international level. So Google not only gives you the opportunity to use its platform but also teaches you how to get the most out of it.
As we have compiled throughout this article, Google Ads has multiple advantages when incorporating paid positioning into your digital marketing strategies. These can perfectly complement your content and organic positioning strategies and thus be able to connect with your potential clients from multiple platforms.
The important thing is that as you relate to this tool, you can evaluate which elements to incorporate and which not. There is no formula to be successful in Ads, each business, campaign or advertisement has different characteristics where some circumstances influence over others. The key is to monitor your results and analyze which things are being successful and which are not.
