Why you should Use Google Ads

Graham Apr 17, 2024

Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses to create and display ads on Google's search engine results pages (SERPs), as well as on other Google properties and partner websites within the Google Display Network.

With Google Ads, advertisers bid on specific keywords relevant to their products or services. When users conduct searches on Google using those keywords, the ads are displayed alongside or above the organic search results. These ads are typically marked with an "Ad" label to distinguish them from the organic listings.

Google Ads operates on a pay-per-click (PPC) model, meaning advertisers only pay when someone clicks on their ad. The cost per click (CPC) varies depending on factors such as the competitiveness of the keywords and the quality of the ad and landing page.

The platform offers various ad formats, including text ads, display ads, video ads, and shopping ads, allowing advertisers to tailor their campaigns to their specific goals and target audience. Advertisers can also set specific targeting parameters, such as geographic location, language, demographics, interests, and more, to ensure their ads reach the right audience at the right time.

Why Local Businesses stick to the Search Network

The search network within Google Ads is a powerful advertising platform that allows businesses to target users who are actively searching for specific products or services. When users enter search queries into Google's search engine, ads relevant to their search terms are displayed alongside or above the organic search results. These ads are highly targeted and appear to users who are already expressing intent or interest in finding particular solutions or information.

Many businesses prefer to focus their advertising efforts on the search network because it allows them to capture potential customers at the exact moment they are actively seeking out relevant products or services. By targeting specific keywords related to their business offerings, advertisers can ensure that their ads are shown to users who are most likely to convert into customers.

In contrast, some businesses may choose to avoid using the display network within Google Ads. The display network encompasses a vast network of websites, blogs, and apps where advertisers can display their ads to a broader audience. While the display network offers opportunities for brand awareness and reaching a larger audience, some businesses may find it less effective for direct response advertising.

One reason some businesses may avoid the display network is that they prefer to focus their advertising budget on targeting users who are actively searching for their services. Unlike the search network, where ads are shown to users based on their search intent, display network ads are displayed based on factors such as demographics, interests, and browsing behavior. While this can be effective for certain marketing objectives, such as brand awareness or remarketing campaigns, it may not always result in conversions for businesses seeking immediate responses from potential customers.

Example - Moving Company Ad Campaign

Imagine a moving company based in Dublin looking to attract customers who are actively searching for their services online. To achieve this, they set up a Google Ads campaign targeting the search term "Moving company Dublin" within the search network.

First, the company creates a targeted campaign within their Google Ads account, specifying the location (Dublin) and relevant keywords ("Moving company Dublin"). They then craft compelling ad copy that highlights their services, expertise, and unique selling propositions, encouraging users to click on their ad.

When users in Dublin search for "Moving company Dublin" or related terms on Google, they see the company's ad prominently displayed at the top of the search results. The ad includes a compelling headline, descriptive text, and a call-to-action, prompting users to click through to the company's website.

Upon clicking the ad, users are directed to a dedicated landing page specifically designed to capture leads and encourage conversions. The landing page features relevant information about the company's services, testimonials, and a clear call-to-action, such as a contact form or phone number, prompting users to inquire about their moving needs.

The company closely monitors the performance of their Google Ads campaign, tracking metrics such as click-through rate (CTR), conversion rate, and cost-per-acquisition (CPA) to optimize their advertising efforts. They continually refine their keyword targeting, ad messaging, and landing page design to maximize the effectiveness of their campaign and generate high-quality leads.