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19 Reasons You Should Use Google Ads

Google Ads App

The power of Google
Ads
today.

Google Ads is Google’s proprietary online advertising platform and network.

How does google ads work?

Google Ads works on a simple “bid” basis.

Advertisers bid what they’re willing to pay each time a user clicks on one of their ads.

Google then displays the advertiser’s ad in the SERP or on the display network, based on a combination of quality score, bid, and click-through rates.

Google displays the winning bidder’s advertisement higher up in the SERP.

The ad is displayed to users who are:
  • Searching for a specific
    search term

  • Viewing a website that
    uses Google advertising

  • Watching YouTube
    videos

  • Looking to buy a
    specific product or
    service

Google ads should be an integral part of your digital marketing strategy. If it’s not, you’re leaving a ton of money on the table. Google covers over 80% of search engine advertising, so if you want to bring in new customers (especially those who aren’t on social media), there’s no better platform.

google ads measure

How can Google
Ads impact your
business?

No matter what you’re selling, Google ads offer an opportunity to gain massive exposure for your business.

To understand what’s possible,
check out these statistics:

5.8 billion

According to HubSpot, 5.8 billion Google searches take place per day.

$39.6 billion

Citing an eMarketer study, Forbes reports that Google's ad revenues will be $39.6 billion in 2020.

29.4 %

According to the same report, Google has 29.4% of the U.S. digital ad market. Facebook is the only other advertising platform with a double-digit market share.

86.86 %

Statista reports Google has an overall search market share of 86.86% in 2020.

Google is undoubtedly the best digital marketing platform for increasing your brand exposure and online footprint.

Another incredible benefit of using Google Ads is the ability to simultaneously target people at different levels of your sales funnel.

Nobody wants to pay for the same user to click to their site a handful of times, right? Well, the important thing to remember is if your customers are shopping around, Google Ads will ensure that you remain at the forefront of their thoughts.

You can also bid on search terms that your competitors rank for!

Another Google Ads strategy is to target your competitors’ funnels! It’s an effective way to build targeted audiences from their own keywords. Using powerful tools like SEMRush, you can bid on the search terms your competitors rank for. Google makes it easy to dominate your niche if you know what you’re doing.

Also, Google Ads is driven by demand. If people don’t search for your keywords or click when they see your ads, you don’t pay a cent! So you can direct your resources exactly where customer demand is, ensuring that you run the right campaigns at the right time.

Where can you
advertise
with
Google Ads?

One of the best aspects of Google Ads is the potential reach you’ll have. There are 5.8 billion Google searches every day. But Google’s Ad network extends even further.

When you use Google Ads, you can advertise on:

Sorry, your browser does not support inline SVG.
Google Search
To take advantage of those billions of searches per day
YouTube
Whether you're promoting your product in an advert or promoting a video you've made yourself
Google Display Network
Google Display Network, via visual Google Ads found on various websites. Google states its Display Network includes over two million sites and claims to reach 90% of internet users. Display ads also mean you could potentially find your advert on a competitor's website!
Google Shopping
If you sell physical products, you can pay to appear in the Google Shopping carousel, which appears for some product searches
Google Maps
You can promote your business listing on Google Maps. When customers search for a business type or brand using Maps, paid ads show up on the screen's left. For some searches, only paid ads appear rather than organic ones!
Google Play
You don't need to be advertising an app to promote your business on Google Play. You can advertise in the Google Play Store or within apps themselves!
Google Search Partner Network
Google partners with other lesser-known search engines to expand your reach even further. This results in more impressions and clicks across the internet!
In Store Visits
You can use Google to drive foot traffic to your brick and mortar stores with an in-store visit campaign
Google Maps
If you sell physical products, you can pay to appear in the Google Shopping carousel, which appears for some product searches
Google Search
To take advantage of those billions of searches per day
YouTube
Whether you're promoting your product in an advert or promoting a video you've made yourself
Google Display Network
Google Display Network, via visual Google Ads found on various websites. Google states its Display Network includes over two million sites and claims to reach 90% of internet users. Display ads also mean you could potentially find your advert on a competitor's website!
Google Shopping
If you sell physical products, you can pay to appear in the Google Shopping carousel, which appears for some product searches
Google Maps
You can promote your business listing on Google Maps. When customers search for a business type or brand using Maps, paid ads show up on the screen's left. For some searches, only paid ads appear rather than organic ones!
Google Play
You don't need to be advertising an app to promote your business on Google Play. You can advertise in the Google Play Store or within apps themselves!
Google Search Partner Network
Google partners with other lesser-known search engines to expand your reach even further. This results in more impressions and clicks across the internet!
In Store Visits
You can use Google to drive foot traffic to your brick and mortar stores with an in-store visit campaign
Google Maps
If you sell physical products, you can pay to appear in the Google Shopping carousel, which appears for some product searches

What customer
outcomes
can
Google Ads deliver?

Google Ads can have an enormous positive impact on your business. Here’s what you can expect to achieve:

Building brand awareness

Although social media is a bit better for this,
Google Ads will have a significant impact
on your digital footprint.

Lead generation

Use landing pages to capture customer data or
bring visitors to your site so you can
retarget them later.

Direct phone calls

Another lesser-known possibility
that can have an impact.

Website visitors

Increased traffic to your website = increased
conversions! Google Ads helps you bring
more people to your site every day.

Sales

Learn how your paid campaigns are working alongside
your other marketing channels to deliver sales.
This is a great way to understand the value
of your Google Ads campaigns in relation to
SEO, email marketing, and social
media advertising.

Brick-and-Mortar Customers

Tons of people use Google to find businesses
in their area.  It’s not typically an easy metric
to track, but you can use Google to track
correlations between your ad campaigns.

google ads monitor

Other than Google Ads, what are your other digital marketing options?

Google Ads isn’t your only option when it comes to paid advertising online, but it is your only option when it comes to effective search engine marketing.

Slide You might first consider advertising with other search engines, like Bing or Yahoo! You might first consider advertising with other search engines, like Bing or Yahoo!

You might first consider advertising with other search engines, like Bing or Yahoo!

However, such is the market dominance of Google that you’d likely have lower conversion rates, less granular targeting options, and less traffic in comparison to what you’d get from Google, making it hard to sustain your business.

It’s always a great idea to expand beyond search engine advertising to other channels –– they all work together and feed off each other if used effectively. Social media, and Facebook in particular, should be the first place you look.

The way to get value from paid social media advertising is to understand what your objectives are. For example, when targeting customers using Google Ads, your typical visitor will have some degree of transactional intent. Therefore, you want your Google Ads to deliver at least a lead, and ideally sales.

On the other hand, social media advertising is more geared towards:

Building brand awareness
Building brand awareness

Content marketing
Content marketing

Growing your audience
Growing your audience

Growing your email list
Growing your email list

Increasing engagement
Increasing engagement

Highlighting your products and services, or anything innovative that you're doing
Highlighting your products and services, or anything innovative that you're doing

Social media marketing challenges
Challenge 1

Although social media can benefit your business, these platforms are often unstable with the engagement that you get.

For example, a topic that’s trending worldwide (like an election) has the power to take over peoples’ social media feeds. Your visibility can drop overnight. And even though your ad spend won’t be as high, your business won’t be growing either.

In contrast, since search engines are driven by user intent, outside of seasonal trends and demand changes (which you can plan for), you’ll have a more stable traffic baseline.

Challenge 2

Another challenge with social
media advertising is that it
requires all your other marketing
touchpoints to be excellent.

For example, you could spend thousands of dollars building brand awareness and growing your social media audience. Still, if none of that eventually turns into revenue, your business might be struggling.

In contrast, if you’re using Google Ads specifically to generate sales, you can quickly take action based on visitor engagement and conversions.

Reason #2

You can use Google Ads to run a
variety of campaign types

Remember earlier when we explored where you can advertise
with Google Ads? You can manage all of that activity from the
same Google Ads account!

It is recommended that you set up each campaign individually in Google Ads. This will make it easier for you to track the success of keyword and ad groups. For example, if you can specifically see the performance of your Search Network vs. Display Network ads, rather than one combined figure, you’ll be in a far better position to optimize your marketing. Combining these types of campaigns gives you what we call “dirty data” this means your data is all mixed up and it’s hard to tell where it’s coming from and to make meaningful adjustments.

Spend some time learning about Google Ads campaign types and how to use them to hit your goals.

You don’t want to be wasting your money on an app or video campaign when a shopping campaign is what you need!

Reason #3

You have a massive captive
audience

Google grants you access to the most prominent captive
audience in the world.

Your advertisements will only be displayed when people search for your specific keywords. As such, you’ll only spend advertising dollars on customers who’ve shown an interest in your products and brand!

Don’t forget that in addition to Google’s 5.8 billion searches every day you’ll also have exposure to the rest of the Google Ad Network which includes:

2 million

Google Display Network, across two million websites.

In all, you probably have the opportunity to show your business, products, and services to well over half the world’s population thanks to Google!

Reason #4

It's easy to measure and optimize
performance

In addition to giving you incredible exposure, the Google Ads platform has one of the best and most intuitive dashboards of any service on the planet.

At the click of a button, you can easily:
  • see how each of your campaigns are performing
  • identify areas where you could benefit from increasing your ad spend
  • identify areas where you should save your
    cash and redirect your spending elsewhere

You should treat your Google Ads campaign like an ongoing A/B test.

If one ad for a keyword is working, but the other isn’t, change it. Keep optimizing and evolving to supercharge your performance!

By working with metrics like Quality Score, you can easily see what you need to do to improve, too. For example, the Google Ads platform will tell you if users don’t find your ad or landing page relevant. You can then make the necessary changes and track the improvement in your Quality Score.

Using this metric can also be particularly important as a low Quality Score can mean your ads don’t show at all!

Reason #6

You can use remarketing lists to
increase your chances of a conversion

Google Ads Remarketing helps you reconnect with users who have previously visited your website or used your app.

With Google Ads, you can create remarketing lists to then advertise to people strategically. This is great for brand building and reminding people to come back and complete their purchase. It’s never been easier to get distracted online, so stay top-of-mind by reminding your customers about your products at every opportunity.

You can manage your Google Ads remarketing campaigns within your dashboard and even decide which segments of your audience you remarket to and which ones you don’t. This can help you optimize your campaigns and overall ad spend even further.

Reason #8

Intelligent use of Google Ads data can
help improve your SEO performance

Besides giving you an edge over competitors who are only doing organic SEO, you can use data from your Google Ads campaigns to boost your SEO performance.

For example,

let’s say you’re just getting started with digital marketing, and you don’t have any organic presence at all.

Using data from your Google Ads campaign, you can see which keywords are the most effective at attracting visitors and which ones convert.

Therefore, when looking to build your organic search presence, you can focus on keywords that you know are relevant to your audience, helping you make money.

It is not merely a case of “if you use Google Ads, your SEO will automatically improve.” Increasing traffic to the page also helps with your SEO results.

When people talk about Google Ads being beneficial to SEO, this is what they mean. The benefit is in how you use the data and what you learn to be strategic with your approach to earning organic traffic. It is not merely a case of “if you use Google Ads, your SEO will automatically improve.”

Reason #13

Long-term, using Google Ads
can help you dominate SERPs

Many businesses follow a marketing strategy that reduces their Google Ads spending as their organic SEO presence increases. This isn’t necessarily the wrong approach. Still, by bolstering your growing organic search presence with a continued commitment to Google Ads, you can truly dominate the search results and lock out your competition.

SEO presence
INCREASES

Google Ads Spending
DECREASES

How would this work?

Well, remember what we said earlier about using Google Ads to make sure you appear above your competitors? If you achieve a top position for an organic search and switch off your ads, your competitors can bid on that term and users will see their advert above your ranking.

By leaving your Google Ads campaign live, you might be able to achieve the top ad and top organic ranking.

This could mean that a search for your brand or a specific keyword will present users with a full screen of your business links! Seeing your business multiple times within the SERP will have a profound effect on your results, giving you more prominence and increasing both organic and paid CTR’s and CVR’s.

Bottom line?

If you’re not using Google Ads, you’re missing out on a huge opportunity to build your brand, win more customers, and grow your business.