As spend on digital advertising continues to grow and dominate in 2018, Google ads remain an essential component of many small business marketing strategies.
Many consumers are now turning to Google as their primary source for finding products and services. Think about it – how often do you use Google to search for a local business or service?
With the immense benefit paid Google advertising can bring to a brand, every small business should be using or planning to start using this targeted online media solution to increase their brands reach and increase sales. Here’s some of the top reasons you should consider a paid search advertising strategy for your business.
PPC advertising gives you a return that’s great value for money
Google AdWords campaigns can provide a great return on investment for businesses. In Google’s 2016 Economic Impact Report, they identified that businesses make an average of $2 in revenue for every $1 of ad spend. With a properly managed and fine-tuned campaign, this number will only increase, resulting in great value for your business!
The actual cost per click (CPC) or per acquisition (CPA) your business pays will vary greatly between different industries, however a properly managed campaign will almost always result in great return on investment.
The average CPA in AdWords across all industries is $59.18 for search and $60.76 for display ads. While this number will vary, if a standard sale for your business is greater than your CPA value, these ads will make a profit, and this doesn’t even consider the repeat business or brand recognition created for your business from the campaigns you run!
Google ads provide high intent customer traffic
Focusing on the correct keywords allows Google advertising to focus on high intent visitors who are looking to buy immediately. Google ads can be targeted to specific, long-tail keywords which hold high intent for a specific consumer habit such as a direct purchase.
For example, consider the varying levels of intent between the searches of “running shoes” and “where to buy running shoes in Sydney”. The latter consumer is definitely searching with higher intent to actually buy a product, whereas the former may just be looking for more information.
By nominating ads to high intent search terms, you will be targeting consumers who are already looking to buy, meaning half the work is already done for you! Additionally, with the ability to target Google ads specifically to geographic locations around your physical location(s), your new audience will be close enough to actually visit your store.
When properly managed, the targeting possibilities of Google ads are second to none. While other forms of traditional and digital marketing may result in more general business traffic, Google ads can be tailored specifically to ensure you are receiving hits from high intent consumers who are ready to buy!
You can use remarketing to target people who’ve already viewed your website
With the great retargeting capabilities of Google AdWords, it is possible to serve your ads specifically to audiences who are already aware of your brand! This process is known as remarketing, and allows you to target users who have already been to your website but clicked away without buying anything.
This function allows you to reconnect with said consumers to potentially push them over the line to make a purchase from your business. Remarketing audiences have a 2-3 times higher click-through rate on digital ads, and these allow you to continue the conversation with a viewer after they have left your website, giving you another chance to convince them to make a purchase.
With these capabilities at hand, proper targeting and ad design will result in a higher conversion rate for your web visitors and ad viewers!
Paid ads allow you to stand out from your competitors
With all the competition your business is no doubt dealing with in the digital marketing space, it is more important than ever to stand out. Consumers are spoilt for choice when searching for a business, and are looking to make an easy decision of where to buy from.
Properly managed Google ads are a great way to break through the noise and get your business noticed by consumers. Ad clicks make up 31% of actions that take place as a result of Google searches, making them the primary response made by consumers who are presented with ads.
Ads are placed at the top of search results to give immediate suggestions for searchers who are looking to buy. As consumers want an easy solution provided to them immediately, making sure your business is shown at the top is a guaranteed way to increase sales.
Google ads are one of the best ways to drive qualified traffic to your website, and can help businesses of all shapes and sizes. Year-on-year ad spend has increased 23% over the last 12 months – and this number is only going to continue to rise. If your competitors are using Google ads to find new customers and you aren’t, your business will get left in the dust.
How can GDR help?
PPC advertising through Google can be one of the best methods of digital marketing for your business, but only if managed correctly. At GDR, we know how to reach the best customers for your business and ensure an optimal return on investment on your ad spend, to ensure you are getting the most out of your AdWords efforts.
We can handle all aspects of your paid search efforts to deliver a campaign which will:
- Increase reach to high-intent customers who are ready to buy
- Expand your digital reach and brand recognition
- Increase traffic to your business website
- Optimise and track return on investment
We’d love to help!