Google Advertising 101
We get it, it’s confusing. But you’re reading the right content. Close all those other tabs you opened when you searched for “How To Run Google Ads”. We’ll cover everything you’ll need to know, from the features of the platform, the difference between Facebook, and where you can learn more.
Google Ads has a reputation of being able to get 246 million unique visitors, 3.5 billion daily interactions, and has an estimated of 2X return on investment (ROI).
Google Ads is a paid advertising platform that falls under the pay-per-click (PPC) marketing channel. This is where a business (the advertiser) pays per click or per impression on an ad they run on the platform. You only pay when the action you want (a click or a view) is taken by the customer!
3.5 billion Google searches are made every day. That’s why it’s highly likely that people are searching for solutions you can offer.
Your business will show up on the search engine results at the moment your customers are looking for products and services like yours via Google Search.
Ads from the platform can span across other channels owned by Google too. This includes YouTube, Shopping Ads, Maps, and the full Google Display Network.
You can tailor your ads to suit your budget. The Google Ads tool gives you the opportunity to stay within budget and even pause or stop your ad spending at any point.
Google prioritizes quality ads. Putting more money in the platform doesn’t guarantee more results.
This makes it extremely easy for small to medium businesses to compete with brands that boast huge budgets.
What do Google Ads look like and how do they work?
Average click-through rate of Google Ads around the world
Average number of impressions per month for Google Display
Percentage of users who are ready to buy when they make a search
Percentage of users who buy a product or service they saw on Youtube
Google Ads vs Facebook Ads
How exactly does Google and Facebook ads differ from each other? The easiest way to look at it is through INTENTION.
Facebook boasts over 2.4 billion monthly active users. Many of them post photos, write articles, and create other sorts of content that they share with family, friends, and fans. They are practically the biggest media company in the world – all while owning essential zero of the content being shared on the platform.
Most people use Facebook for entertainment and connecting with other people. Their minds are set on being informed, entertained, or educated. As such, focusing on just selling your product almost guarantees that nobody will pay attention to you. Brands that excel on Facebook tell stories and start discussions.
Don’t forget that Facebook owns Instagram too! That’s another platform that boasts countless of content created by millions of users around the world. Their Stories platform is also unique with it’s content format. Instagram is an essential part of any young person’s life — making it an integral part of any marketing strategy.
This is why Facebook is the best platform to create awareness. You want to talk about problems and share insights. It’s effectively replaced TV and magazines as the go-to mass media tool for businesses. It’s great for DEMAND GENERATION.
With 3.5 billion searches every day, Google serves as the ultimate resource for any and every question we have about the world. What’s the movie schedule? What’s the best Japanese restaurant? How do I wash my jeans? Google has an answer for every question imaginable.
Think about that! There is someone who is just aching to have their problem solved. They go to Google for solutions and browse through dozens of websites that can offer the answer they need. That’s where you can come in. Google offers marketers access to people who are really in the market for the good or service the business is offering. No demand needed to be generated. It’s already there!
The diversity is also amazing. Google’s advertising can be categorized in two ways: the Search network, and the Display network. The Search network encompasses the entirety of the Google as a search engine. The Google Display Network, which is used more for visual ads, spans approximately 98% of the World Wide Web. Those little ads you see on the side of your site? Probably a GDN ad!
Google is an essential part of any digital advertising strategy because it’s designed for DEMAND FULFILLMENT.
Why Advertise on Google?
Google is the most used search engine, receiving 3.5 billion search queries a day.
$2 FOR EVERY $1
Advertisers around the world make an ROI of 2x for Google ads.
Google is the most powerful platform that can fulfill demand – mostly because users are already looking for solutions to problems they have!
Your competitors are most likely using Google Ads, too. Now’s not the time to back down from them. There are thousands of companies using Google Ads for their business, which means that even if you’re ranking organically for a search term, your results are being pushed down the page, beneath your competitors.
And even when they’re not, they will soon discover the beauty of Google Ads, and what you would want is that your brand has already dominated the space before they even started.
Best to mark your territory now.
THE ONLY GUIDE YOU’LL EVER NEED!
Three AMAZING e-books filled with pure, unadulterated Google Advertising goodness. This is everything you need to get started!
- VOLUME 1 – GOOGLE ADS: THE BASICS
- VOLUME 2 – CASE STUDIES AND BEST CASE PRACTICES
- VOLUME 3 – KEYWORDS THAT WORK
Want to geek out some more?
Here are other resources you can review to improve your skills. Check them out! You’ll be an expert Google advertiser in no time.
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