With Google AdWords, marketers bid on certain keywords so that their advertisements appear when consumers type those keywords into Google's search engine. When consumers click on the advertisement, Google makes money. Each participating marketer has a Quality Score, which helps to determine the position of the advertisement in search results and impacts the overall cost-per-click.
While paid advertising--and Google AdWords in particular--is one of the most direct ways to drive traffic to your website, it can also be expensive if you don't execute your strategy properly.
Our team at New York Ave recommends using a mix of paid and organic search strategies to build your brand online and generate traffic on your website.
Here are several reasons why you need to use Google AdWords to promote your business:
1. ROI is measurable
Google makes it extremely transparent as to how much your spending on paid advertising and breaks it down by the number of clicks, number of impressions, click-through rate, cost-per-click, cost-per-acquisition, and more. Reviewing these metrics will allow your business to optimize its campaigns and fine-tune keywords so that your ROI improves over time.
2. Emphasis on relevancy
You don't have to have deep pockets to have success with Google paid advertising. When determining ad placement, Google places emphasis on relevancy. If your advertisement links users to a relevant landing page on your website that offers value, your advertisement could earn a higher ad rank position. The AdWords auction process helps to ensure that Google is serving users with only the most relevant ads, and it also helps to level the playing field with advertisers of all sizes and budgets.
3. Sophisticated targeting
The more targeted you can be with search marketing, the better your ROI will be. AdWords offers a number of sophisticated targeting tools to help advertisers fine-tune their campaigns and drive the right traffic to their websites.
Location targeting is one of the hottest search trends for 2018, and AdWords allows advertisers to select specific locations where they want their ads to be shown. AdWords digs even deeper with its targeting features by allowing advertisers to target people that have viewed websites about a specific location, even though they may not currently be in that location.
With nearly 60 percent of searches originating on mobile devices, mobile targeting will be essential to a successful search strategy in 2018. By taking advantage of the mobile targeting features offered by AdWords, your business can capture the right audience at the right time.
Other targeting features offered by AdWords include language targeting, time targeting, and auto-tagging.
Remarketing, also referred to as retargeting, is the process of serving advertisements to users based on their previous activity on your website. When consumers visit your website and don't convert, you can set up a remarketing campaign to remind them of the product or service that they viewed and the value that your business can provide.
As you can see, there are many advantages to using Google AdWords to promote your business and encourage your audience to take action. With Google being such a dominant player in the search space, many businesses are planning to increase their investment in Google AdWords in 2018.
Please contact us at New York Ave to learn more about the wealth of benefits that Google AdWords can offer to your business.