Google advertising is a great means to marketing your services and products online. Google ads enable you to show your unique messaging or ‘ad’ to people who are actively searching for what you offer, your kind of business or a preferred service provider in your local area on Google’s Search and Display networks Advanced targeting features, optimized campaign formats and a ‘pay-per-click’ ad-bidding system makes most organizations, business and brand owners want to advertise on Google locally and worldwide.
What Is Google Advertising?
Google Adwords defies the classic way businesses advertise online especially when in comparison to social media marketing platforms such as Facebook and Instagram: It uses a bidding system on based on keywords with the commercial intent of convincing your potential customers and target market to click the advertisement to visit your website or campaign landing page.
What Makes Google Advertising The Better Option For Your Online marketing?
At KWETU, a Google certified advertising agency in Kenya, we recommend Google advertising for businesses and organizations that require digital marketing to reach specific target market(s) or customers. in-platform features on Google Ads formerly Google AdWords enable you to accurately pin-point your messaging or advertising.
Another advantage of using Google Ads According to Neil Patel’s ‘Google AdWords Made Simple: A Step-by-Step Guide’
“When people go to Google, they’re looking for something specific. That means they have intent. They’re actively looking for something to buy. They’re literally telling you what they want to buy by typing out words around your products and services”
Unlike advertising on social media marketing platforms whereby your budget will be exhausted after a prescribed duration e.g. 7 days or 30 days, Google advertising offers a pay-per-click ad bidding system whereby you only pay when someone clicks on your ads!
Quick Stats on Advertising with Google
According to quicksprout 2017 PPC Stats from ‘SEO vs. PPC: Which Should You Focus on First?’
- PPC visitors are 50% more likely to buy than organic visitors
- 65% of all high-intent searches result in an ad click
- Search ads increase brand awareness by as much as 80%
- 32% of companies use PPC to sell products directly to consumers
- On average, businesses earn $3 for every $1.60 spent on AdWords
How Advertising on Google Works
When a potential customer or Google search engine user searches for a term or phrase, Google will show the user a number of results, both organic and relevant ads based on the keywords used in the search.
Websites that want their ads to show on the results pages for users queries on Google bid on keywords that they believe people will use when looking for their type of business. services or products.
For example, a restaurant located in Gigiri, Nairobi, Kenya might bid on the keywords such as “hotel Nairobi,” “Four-star hotel,” or even “top hotels Kenya.” Depending on how much you bid compared to other hoteliers in the target area, such as Nairobi from our previous example -your ad may show up on the user’s results page when people search for the terms you bid on.
What Is Quality Score?
Quality score is an estimated average score of overall performance in ad auctions for your keywords. In addition to how much you bid on your preferred keywords, Google also takes into consideration the relevance of your messaging, quality of your ad and website or campaign landing page. Higher quality ads can lead to lower prices and better ad positions.
A great quality score is one of the most important factors to observe when advertising on Google alongside properly setting up your campaign. So even if you have the highest bid set for your keywords so that you can rank number one on search results, you may end up spending much more from a lower position of your Google ads because of a poor quality score.
We recommend the KWETU Starter package which includes website design or re-design and/ or Search Engine optimization in one affordable package for a great quality score before advertising on Google in Kenya.
Where will your advertising be displayed?
Google will display your messaging on either or both the Search Network (Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, and Google Maps, including the Maps app or Display Network (a variety of sites across the internet which ranges from blogs to news sites and even YouTube, referred to as the Google Display Network – GDN)
Read all about: Google and YouTube Advertising in Kenya
Top Advantages of Advertising on Google
As the world’s most popular and widely used search engine, Google is considered the de facto leader in online advertising. Fielding more than 3.5 billion search queries every single day, Google offers advertisers access to an unprecedented and unequaled potential audience of users who are actively looking for goods and services
1. An Wide Audience & Targeting Pool
- how many people see your ad,
- how many click on your ad,
- and how many take an action once on your website.
This way, if you notice that a lot of people are clicking on your ad, but no one is buying anything once on your website or campaign landing page, you know you will need to edit either the landing page or the ad itself to improve better results and quality score.
With the new Google Ads platform, you are able to keep track of how your campaign is performing on a daily, weekly or even monthly basis. The platform also provides useful insights and suggestions for you to make any necessary adjustments quickly in order to have a successful digital campaign.
A report by Google is also available whenever you need it – all in understandable format.
Reasonable Investment, Great Rewards!
Just to highlight the return-on-investment that Google stands to deliver your business in comparison to other advertising channels such as billboards or print advertising, here is a scenario:
Imagine you own a large retail outlet/ shop and decide to buy billboard advertising. Unless a customer told you that they decided to buy your services or products because they saw your messaging along the highway, there would be little to no information otherwise. You would be making a big investment without really knowing if it was yielding a positive return on your advertising budget.
With Google ads, you can track exactly how many people visited your site because they clicked on your ad and there is minimized risk of budget wastage since you can stop running an ad at any given time if you notice that you are not getting the results you want.