Google Ads are a great way to get your business in front of potential buyers exactly when they’re looking for what you’re selling.
It’s important to cast your net wisely in the digital ocean so that you land conversion rates that would make any accountant happy. The best approach depends on whether you’re selling products or services, how quickly you want to grow your business, and your budget.
Managing and optimising a high-performing campaign involves time, constant up-skilling, staying in the loop of new updates, and persistent testing. “Set and forget” campaigns won’t give you the results you’re looking for. Which is why your ad campaigns need to adapt regularly for the ever-changing currents where your fish swim.
The Google Ads space consists of four key advertising oceans: Search, Shopping, Display, and YouTube. Which one(s) you fish in depends on a number of factors (mentioned above). To follow are your options in more detail.
These are text-based advertisements that appear at the top of Google Search Results. They are commonly used to direct users to your landing page(s). These advertisements camouflage themselves in the sea of results making them almost indistinguishable from organic links (links which appear in the search results through standard SEO practices). They simply float above other search results so you get noticed faster. Searchers click on ads as often as organic search results.
These ads place your product images, description and prices directly into the search results above organic links (just like Search ads). Google Shopping ads usually appear before standard Google Search ads because Google wants to create a good user experience to its audience. Presenting your product visually helps you stand out, leading to higher click rates to your content.
These are banner ads targeting niche audiences and pages on sites outside of Google. They’re essentially digital billboards that appear on websites that allow Google Display Ads to appear. They also have the potential to repeatedly retarget existing and prospective customers. And they’re a really good way to raise awareness for your brand in a non-invasive way.
These are branded videos targeted at specific users or content before, during and/or after content creators’ videos. They can appear on YouTube as well as websites that present videos using the YouTube platform. If your ad content resonates with the website owner’s audience, it can be a great way to positively associate your product or brand with them and gain more customers quickly.
If someone has browsed your website it’s very likely they were interested in your product/service, but they either weren’t ready to buy or your site couldn’t convert them. Just because a visitor didn’t turn into a conversion, it doesn’t mean you’ve lost them. Google Ads and social media such as Facebook and Instagram can be used to leverage each other through retargeting. You can retarget potential customers on another platform with an enticing offer, or simply make them feel familiar with your brand.
Retargeting works by following your visitors around the web, presenting your ads or content to them, to remind them to return to you to make a purchase. This technique is often used with abandoned shopping carts (incomplete sales). Whether you’re a new company or up against big fish, retargeting levels the playing field and is an extremely valuable strategy for turning bounces into conversions.