Google Adwords Marketing Ottawa | Digital Marketing Agency Ottawa

What is Google Ads?

Google Ads is a paid advertising platform that comes within the pay-per-click (PPC) marketing channel, in which you (the advertiser) pay per click or impression (CPM) on an advertisement.

Google Ads is an efficient approach to attract qualified visitors or clients who are a good match for your company to your website when looking for items and services similar to those you provide. With Google Ads, you can increase website traffic, phone calls, and in-store visits.

Google Ads enables you to design and distribute well-timed advertisements to your target audience (through mobile and desktop). This means that your company will appear on the search engine results page (SERP) when your target clients use Google Search or Google Maps to browse for items and services similar to yours. In this manner, you reach your target audience at the optimal time for them to see your advertisement.

Google Advertisements will also assist you in analyzing and improving your ads over time to ensure that they reach the maximum number of people possible and that your company meets all of your sponsored campaign objectives.

Additionally, regardless of the size of your organization or the resources available to you, you may personalize your advertisements to fit your budget. The Google Ads tool enables you to keep under your monthly budget and even halt or terminate your ad expenditure at any moment.

Now, let us consider another critical question: Are Google Ads really effective? To address this, consider the following statistics:

Google Ads has an almost 8% click-through rate.

Each month, display advertisements generate 180 million impressions.
Paid advertising on Google gets 65 percent of clicks from individuals who are ready to purchase.
Forty-three percent of shoppers make a purchase after seeing an advertisement on YouTube.

Why advertise on Google?Why advertise on Google

Google is the most popular search engine, with over 5 billion searches performed daily. Not to add, Google Ads has been for over two decades, establishing it as a leader in the field of sponsored advertising.

Google is a search engine that individuals use all over the globe to ask inquiries and get answers in the form of sponsored adverts and organic results. If you’re using PPC to sell your product or service, Google Ads must be a part of your paid strategy – there is no getting around it (unless maybe via Facebook Ads, but that’s another story).

Google Ads Best Practices

If you’ve attempted and failed to advertise on Google, do not despair. There are several reasons why your Google Ads may be functioning poorly. Let’s take a look at some of the most often used Google Ads best practices.

  1. Use a PPC planning template. 

By using a planner, you can maintain track of your PPC campaigns.

  1. Avoid broad keyword terms.

When it comes to keywords, you really need to nail it, which is why testing and tweaking should be a part of your plan. If your keywords are too wide, Google will show your ad to the incorrect target, resulting in fewer hits and a higher ad cost.

Examine what is working and make necessary adjustments to ensure that your advertising is most relevant to your target demographic. While you are unlikely to obtain the perfect balance the first time, you should continue adding, eliminating, and adjusting keywords until you do.

  1. Don’t run irrelevant ads.

If your advertisement does not correspond to the searcher’s objective, you will not get enough clicks to justify your advertising cost. Your headline and ad text must match the keywords for which you’re bidding, and the solution you’re promoting must address the searcher’s pain point.

It’s a mixture that will provide the desired effects, and it may be only a few changes away. You may build many advertisements for each campaign – utilize this tool to determine which ads perform best. Alternatively, or even better, use Google’s Responsive Search Ads functionality.

  1. Improve your Quality Score (QS).

Google uses your Quality Score (QS) to decide where your ad should appear. The higher your rank, the more favourable your placements will be. If your quality score is poor, your ad will get fewer clicks and fewer conversions. Google will inform you of your Quality Score, but it is up to you to improve it.

  1. Optimize your ad landing page.

Your efforts should not end with your advertisement – the user experience after a click is just as critical.

What does your user see after clicking on your advertisement? Is your landing page conversion-optimized, that is, does it include the same keywords? Is the website resolving your user’s issue or providing an answer to their question? Your user should have a smooth transition from the landing page to the conversion.