How Google Ads Investment Pays Off

Google Ads is a highly effective and efficient tool literally for every entrepreneur who wants to run online advertising campaigns and actively reach potential customers. Whether you run a small local hair salon or a well-known large online store operating on several continents, Google Ads can be incredibly beneficial. If customers are searching for us online, we definitely need to be there, especially when they are looking for our products and services.

Thanks to Google Ads advertising, we can create a strong brand and a company with a stable position in the market. Regardless of the goals of our business, whether it’s sales, lead generation, brand awareness, or customer loyalty building, Google Ads advertising can help us achieve success. If we are introducing a new product or service, we can generate interest among potential customers through this form of advertising. With Google Ads, we promote our products and services when we need to. Google Ads campaigns are perfect for any seasonal products, promotional campaigns, or when we are taking the first steps in running our own business.

The marketing opportunities provided by advertising on Google are also evidenced by its reach. Over 90% of users worldwide and over 95% in Poland use Google search and look for products, services, and information there. In addition to the search engine, we have over two million websites, mobile apps, and video content in the Google Display Network. Wherever we can find a potential customer, our ads will be displayed.

One of the advantages of using Google Ads is the almost immediate results. With Google Ads, we can establish a presence in the search results of the world’s most popular search engine in a very short time. This allows a business that has just entered the market to compete with industry giants and quickly appear on the first page of the search engine. On the other hand, large companies can further solidify and strengthen their position. Taking care of website visibility in the search engine is a necessity if we want to actively increase traffic and sales.

The Google Ads program provides us with full control over advertising costs and the timing of ad displays. We decide how long the campaign should last, and we can turn it off and on again at any time. We also have the option to schedule ad displays, allowing us to show our ads on specific days or during certain hours (a useful feature, especially when targeting B2B businesses). To stay within our monthly advertising budget, we set a daily average budget for the campaign. For example, by setting a daily budget of 30 EUR, we ensure that our monthly campaign expenses will not exceed 30 EUR x 30.4 (the average number of days in a month), which is 912 EUR.

There are many options for setting bidding strategies. The most popular method is CPC (cost-per-click), where the cost is charged per click on the ad. If our goal is sales, we can set up payment for each completed action – CPA (cost-per-action), meaning we only pay for the ad when someone makes a conversion on our website. For campaigns aimed at brand promotion and increasing brand awareness, the best option is typically to pay based on CPM (cost-per-mille), where we pay for every 1000 ad impressions.

In all marketing activities, the key to success is proper ad targeting. Even the best advertisement won’t yield results if it’s not displayed to the right people at the right time and place. Flyers, newspaper ads, or TV commercials reach a broad audience with diverse ages, interests, and locations. Google Ads enables us to set up ads to reach audiences valuable to our company, those most likely to take important actions for our business. For example, instead of reaching a general group of travel enthusiasts, we can target only those seeking vacations in Bulgaria. By creating precise and effective ads, we save time and money. Among the many available targeting options, we have:

• targeting selected keywords that Google users search for,
• targeting by device language (choosing one specific language or all),
• targeting by demographics (people in specific age ranges, gender, education, parental status, or even household income – this feature is available only in selected countries),
• targeting by location (targeting a specific country, region, city, or even a specific radius around a particular address),
• targeting by users’ interests and online behaviors,
• contextual targeting, such as displaying ads on specific websites or in specific applications,
• targeting using lists, displaying ads to users only from our lists (e.g. data of people who have already made purchases in our store).

Google Ads allows advertising in various places on the internet, which requires appropriately tailored ad formats. Each format has its own capabilities and advantages. Below is a list of all possible formats:

• Text ads – displayed in a textual format based on phrases entered into the search engine, so they are tailored to users’ queries and appear at the right time when users are actively searching for specific products or services.
• Display ads – visual presentation of products or services on websites partnering with Google, i.e., in the Google Display Network (GDN).
• Shopping ads – display users a product image along with the title, store name, price, and other information in Google Shopping, Google Search, and the Google Display Network, including YouTube.
• App promotion ads – direct customers to the app store (e.g. Google Play), where they can download the app or directly to a specific location within the app. This format helps increase app downloads and interactions. It can be displayed in Google Search, Google Play, YouTube, and the Google Display Network.
• Video ads – can be displayed as standalone video ads or inserted into other video content (e.g. on YouTube). This format allows reaching audiences on websites partnering with Google.
• Call-only ads – appear in Google Search only on devices capable of making phone calls. When clicked, users can directly call our business. We can choose to display ads only during our business hours.
• Google Maps ads – ads displayed in Maps help people interested in a local business easily find the right place.

Thanks to the functional Google Ads dashboard, we can manage all campaigns from one place and control whether they are delivering the expected results (such as ad impressions, clicks, website visits, conversion rates, ROAS, etc.). When creating ads, we can accurately segregate data and create custom metrics to quickly and easily assess the effectiveness of individual campaigns, ad groups, and ads. Based on available data, we can refine settings. During the campaign, we can conduct optimization actions, adjust bids, create new ads, and expand the account structure. For easier and more detailed analysis, Google Ads allows importing and exporting data to external files and databases and linking the account with tools such as Google Analytics, Google Merchant Center, and Google Tag Manager.

Advertising with Google Ads is a huge opportunity to increase reach, visibility, sales, and profits, which undoubtedly is a measure of a company’s success. The effectiveness of campaigns depends on proper settings, continuous monitoring, and optimization. Therefore, if you are interested in an effective campaign but don’t know how to run it properly or don’t have the time, seek help from a professional agency.