Google Ads is an advertising platform that uses pay-per-action pricing, which means businesses only pay when a user takes a desired action (such as clicking on an ad or making a purchase). This pricing model can be much more cost effective than other marketing strategies that use fixed prices for products or services.
Google ads work by targeting keywords that people search for on the Google search engine. Advertisers bid on these keywords, and the winning advertisers’ ads appear on search engine results pages (SERPs). Google prides itself on providing relevant content and ads, and it continues to improve its algorithms to deliver high-quality traffic that results in leads and conversions for businesses.
To create an ad, advertisers set up a campaign, choose a budget, and decide on keywords and locations. Then, they craft an ad with a title, description, image, call-to-action button and URL linking to their website or landing page. They also include a maximum bid per click and a daily budget. Google then places the ad based on its Quality Score, which is determined by multiple factors, including whether the ad copy and landing page meet searcher intent.
One of the biggest challenges to running a successful generate more leads now Google Ads campaign is ensuring that the ads you run are aligned with your business goals and the words used in searches by your target audience. To do this, you can look at online ads from competitors and industry leaders to get a sense of how others are talking about their products and services in their ad copy. However, you should never copy another company’s ad word-for-word; your business is unique and how you speak about it should be too.
When you know what keywords are converting, you can then use them to drive targeted traffic to your website and blog posts. For example, if you are getting traffic from people searching for “project management tool,” you can use this information to boost your site’s visibility in the organic search results by creating a helpful blog post about your product and why it’s the best in the market.
Then, you can share this post through your social channels to attract more interested prospects to your business. Once you have a strong presence in the organic search results and on Google Ads, you can continue to refine your campaigns, and eventually you’ll be able to generate a steady flow of qualified leads and customers from this single marketing channel.
While Google Ads can be difficult to master, it’s possible for any small business to make good returns on their investment by following best practices and optimizing their campaigns. This will ensure that they stay competitive in their market and continue to deliver positive results for their business. To learn more about Google Ads, consider enrolling in a course from an online PPC certification training provider. Upon completion, you’ll be ready to take your Google Ads knowledge to the next level and become an industry-ready paid marketing professional.