Google Advertising

Jana Benedik, January 12, 2016

It was Google, among others, that finally created a search engine that ranks pages in a meaningful and simple way. Ever since, the number of searches has grown dramatically, which did not only benefit consumers but also companies. This new technology has enabled companies to recognize, direct and generate interest about their products and services by consumers searching for it. Today Google is much more than just a search engine: it offers a ton of tools in addition to the original search engine that can be very valuable for marketers.

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Google as one of the Internet giant’s has been swallowing the lion’s share of advertising online since launching its advertising platform. But what is so special about it? It is pretty simple to use and extremely convenient. The goal is to show an ad that matches exactly what people are searching for. And by doing so, advertising becomes way more cost effective with increased click through and conversion rates for the ads. Not only it benefits companies but also consumers, since they get what they are actually looking for without too much effort. It sounds simple right? Well maybe on the surface it is but the “behind the scenes” is a bit more complicated. Every gain comes with a certain payment; hard work, intelligence, investment or time.

The most important part of any Search Engine Marketing campaign is to have a clear goal in mind. What specific action marketers are trying to get from their target group. Is it making an online purchase? Giving a support with voting?

Before starting an ad-campaign, you should make sure to identify a goal and know how to measure and interpret results of your ads. When creating ads, the AIDAS principle of advertising can be helpful in order to get the most out of your money. Attract the Attention of your audience, raise customer Interest, convince customers that they Desire your product/service, lead customers towards taking Action and provide Satisfaction once they come to you.

However do not mislead customers; ads need to be accurate and specific also in order to be cost efficient. Don’t make your ads too generic - e.g. don’t use the same ads for different keywords. Creating multiple ad groups for different sets of keywords will allow you to separate and interpret results better. What about keywords? Probably the most important thing in Google advertising: Sit down. Imagine you are a customer looking for your product/service. Write down ten keywords or keyword combinations you would type. Include them in your campaign. That means: include them in your ad headline, text and/or even link. Customers are more likely to click an ad which includes keywords they just typed in. For search results, Google even bolds those keywords for search results. When creating your ads be creative but simple and straight to the point. Google advertisement doesn’t offer much space and competition (especially for common keywords!) is high. Include a call-to-action to increase click rates of your ads.

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Test, test and test! The success of your ad campaign also depends on how you test and implement learnings to improve your results. Test headlines, texts, keywords and even offers. Once you know what works, keep only the best performing ads running. It’s a little like Charles Darwin’s theory of evolution: survival of the fittest.

Have you ever asked yourself about the difference between Facebook and Google advertising? The biggest difference is how an ad content reaches you. Whilst in Google you specifically search for something, Facebook pushes an ads based upon your interests or demographic characteristics. You could call it pull vs. push marketing strategy. So which one works best for you? Up to you to figure it out! ;)

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