Published on
by Lucy Greenaway
Are you seeking new ways to enhance your business marketing, and increase enquiries and sales in 2023?
Search engine and Google Ads advertising has become an indispensable tool for businesses looking to establish their online presence and attract potential customers.
In this blog, we shall delve into whether Google Ads is still worth the investment and what the impact of advertising on Google can be.
People are four times more likely to click ads on Google (63%) than on any other advertisem*nt network - Clutch. This statistic underscores the effectiveness of utilising Google Ads to drive user engagement and conversions.
What is Google Ads?
Google Ads is a sophisticated online advertising platform developed by Google and is one of the most widely used PPC advertising platforms online.
It allows businesses to display targeted ads to vast and specific online audiences.
Core Features Of Google Ads
Keyword-Based Advertising: Google Ads operates on a keyword-based system. Advertisers will select relevant keywords in varying match types that are related to their products or services, and when users search for those keywords on Google, their ads may appear.
Ad Auction: Google Ads employs a real-time auction system where advertisers bid on keywords. The ads that appear are determined by factors such as bid amount, ad quality score, ad schedule, locations, and relevance to the user's query.
Ad Formats: Google Ads offers various ad formats. This is something we will delve into shortly.
Types of Google Ads
Google Ads offers a range of ad formats to best advertise your service. Understanding these ad formats and their suitability is crucial in deciding whether or not Google Ads is worth the investment for your business.
Search Ads
Search ads are text-based advertisem*nts that appear at the top of Google Search results and throughout the results page. You can tell the difference between an organic search result and a paid ad as a paid ad search ad is displayed with a "sponsored" heading like this:
Search ads are a brilliant choice if your primary objective is to drive website traffic, increase brand visibility, or increase leads. They are highly effective for targeting users actively searching for specific products or services.
Shopping Ads
Shopping ads display product images, titles, prices, and store information directly in the Google Search Results or within Google Shopping. They often appear at the top of the search results page in a carousel format.
Shopping ads are perfect for e-commerce businesses looking to promote their products. They allow you to showcase specific products, their prices and availability, making them ideal for driving online sales.
Display Ads
Display ads are visual banners or interactive ads that appear on websites within Google's Display Network, which comprises millions of partner sites.
Display ads are ideal for brand awareness and reaching a broader audience. If you want to showcase your brand, products, or services to a wide range of users, display ads offer visual appeal and can be highly engaging when set up to effectively target audiences.
Video Ads
Video ads are short video clips that appear on YouTube and across the web on partner sites.
Video ads are excellent for conveying complex messages, storytelling and engaging with audiences emotionally. They are particularly effective for brand storytelling, product demonstrations and reaching users who are more likely to engage with video content.
There are more ad types and campaign types available in Google ads and more options to set goals for your ads and refine the audience targeting.
Advantages of Google Advertising
Google Ads has a proven track record of being an indispensable choice for businesses venturing into digital marketing.
It offers unparalleled reach on a global scale, which capitalises on Google's status as the world's most popular search engine, with billions of daily searches.
The precision of audience targeting really allows advertisers to fine-tune their audiences by specifying demographics, locations, keywords and device types, ensuring ads reach the most relevant leads.
Google Ads provides the possibility to achieve a favourable return on investment with proper account management due to its data-driven approach.
The use of ad extensions enhances the informational value of the ads by including details like site links, callouts, and reviews. A/B testing capabilities empower campaign managers to experiment with different elements and identify the best strategy going forward based on data.
Cost vs. Results
One of the key advantages of utilising Google Ads for digital marketing lies in its cost-effectiveness. With the correct management, you can make Google ads work for you. Deciding factors like who you choose to manage your Google Ads campaigns and what your daily/monthly ad spend is will impact its cost-effectiveness.
For example, with poor campaign management, you can end up spending needlessly or fail to see a desirable return on ad spend. Understanding metrics such as ROAS and ROI, alongside using Google Analytics to track conversions and user behaviour on your landing pages will help you analyse whether Google Ads is an effective method of advertising your business, or if adjustments need to be made.
This leads us to the importance of setting goals in your Google Ads campaign and overall marketing strategy.
Setting Realistic Goals
Setting clear objectives is foundational when running a successful Google Ads Campaign. These objectives provide direction and allow your business to measure the effectiveness of your advertising efforts.
Without clear and specific objectives, your advertising efforts can become unfocused and therefore less effective. When you outline clear goals, you ensure that your strategy aligns with your broader business goals, whether they be boosting sales, increasing brand visibility or driving website traffic.
It is also crucial that you set realistic goals. If you want to use a budget of £5 a day but expect 10 clicks and 8 conversions, this is unlikely to happen on any PPC platform. This is why it is helpful to work with a Google Ads Management Agency, as they can advise on what expectations and goals are realistic for your PPC advertising campaigns.
Ongoing Campaign Management
Managing Google Ads campaigns is an ongoing process in order to achieve successful and ongoing results.
To answer the question of whether Google Ads is still worth it in 2023, you must consider the power of adaptation. Successful digital marketers recognise that Google Ads remains a great tool, but it requires a proactive approach.
In 2023, the emphasis on high-quality ad content is more significant than ever. Google rewards ads that provide real value to users. Crafting compelling, relevant, and engaging ad copy is essential.
Google's targeting options have become increasingly sophisticated. Leveraging these options effectively can help you reach the right target audience at the right time. Continually refining your audience targeting is crucial for successfully running PPC Ads.
With the rise of mobile browsing, ensuring that your ads are mobile-friendly is non-negotiable. Google's algorithms favour mobile-optimised content, and this trend will continue into 2023.
Data-Driven Decision-Making
One of the key advantages of Google Ads is the wealth of data it provides.
In 2023, data-driven decision-making is paramount. Regularly analysing campaign performance metrics, such as click-through rates, keyword search volume, conversion rates, and ROI, will help you make informed adjustments to your paid search campaigns.
Making Google Ads Work For You
Harnessing the full potential of Google Ads requires a strategic and adaptive approach. We've explored the importance of ongoing campaign management, adaptation, and data-driven decision-making in ensuring the success of your Google Ads campaigns in 2023.
But what if you're looking for expert guidance and support to navigate the complexities of Google Ads? That's where our experienced Google Ads managers come into play.
We understand that not every business owner has the time or expertise to manage their Google Ads campaigns effectively. That's why we offer a dedicated team of Google Ads managers who are armed with a wealth of knowledge and years of hands-on experience. They know the ins and outs of Google Ads, from crafting compelling ad copy to fine-tuning audience targeting.
Curious about how your current Google Ads campaigns are performing? We offer a free review of your Google Ads account. Our experts will assess your account's strengths and weaknesses and provide you with recommendations for improvement.
So, if you're ready to take your Google Ads campaigns to the next level and achieve remarkable results in 2023 and onwards, consider partnering with us. Our Google Ads managers are here to make Google Ads work for you, bringing your marketing goals within reach.
