Is your business starting to show sluggish sales? Are you noticing that you’re generating low quality leads? Have you recognized a dip in website traffic?
If the answer is yes to one or more of these questions, you should consider using Google Search Ads.
But first things first, what exactly constitutes as a Google Search Ad and how are they going to make an impact?
What are they?
Simply put, they’re a form of paid, biddable media advertisements that appear in the Google search results based on a user’s search query.
I’m sure many of you have booted up Google, entered something in the query, and clicked on the first result at the top of the page.
Maybe something like this:
Ignore the immediate result at the top, as this is a form of Google’s Shopping ads. But the first search result we see clearly states “Ad” above the title tag.
This is a Google Search Ad, paid for by Uline, set to appear for keyword phrases like “wire shelving”.
Of course, it’s not as simple as this image may demonstrate. There’s a lot more to it than the user searching for a given phrase and your ad appearing for it. After all, there are a lot of other competitors who are trying to achieve the same success!
Let’s talk a bit about how Google Ads Auctions work to further explain the appearance of a business’s ad in the search results.
Google Ads Auctions
Google’s users want to find relevant information that solves their questions at the right time. There’s no time to be wasted with irrelevant content that doesn’t align with the user’s search intent.
And advertisers want their ads to be applicable so that users will want to clickthrough. To accomplish both of these goals, Google ranks and displays ads based on a measurement named Ad Rank.
But first, let’s talk about the methodology behind the auctions, which occur at lightning speed each time a search is conducted.
Methodology Behind the Auctions
In Google’s auctions, a systematic version of “second-price” auction is used in which advertisers are not required to actually spend their maximum bid. Instead, advertisers have to pay at least $0.01 higher than the next leading competitor’s bid.
So, for example, let’s say there were three advertisers bidding on the ad space for “wire shelvings”. And let’s say their bids consist of $3, $2, and $1. While the highest bidder is willing to pay $3 for the space, they can actually bid $2.01 and still surpass the next highest competitor.
As you may have guessed, there are absolutely more factors than simply bid price for earning an ad space and achieving a high Ad Rank.
If this were the case, businesses with seemingly unlimited budgets would constantly be earning the best ad space. It would lead to unfair competition and fewer customers interested in using Google Search ads and other ad variations.
While I’m not going to get into the nitty-gritty details, as it would drag this post on for quite some time, I’ll tell you about the three components of Ad Quality.
Reviewing Ad Quality
Ad Quality directly correlates to your Ad Rank score, and without decent quality, your ad may not be eligible for entering auctions. Here are the three main factors that dictate Ad Quality:
- Expected CTR (Clickthrough Rate): Google discerns the expected clickthrough rate of your ad based on smart algorithms and widespread user feedback. They use this data to determine their decision-making, as it tells Google what their users are more likely to favorably respond to. User feedback signals to Google which ads are most fitting for each search query.
- Ad Landing Page Experience: This is the location where a business’s ad directs customers when they click on their ad. First and foremost, it should deliver the relevant information the visitor is looking for. Transparency, easy navigation of the site, and how the business plans to utilize personal data are imperative for a higher quality ad.
- Ad Relevance: This is exactly what it sounds like; how well your ad fulfills and matches the context of a user’s search intent. This factor aims to ensure that only helpful ads are displayed. It also weeds out businesses trying to increase exposure by buying themselves into a search unrelated to their products/services.
Optimize these three factors when using Google Search Ads and other ad formats to increase your Ad Quality and overall likelihood to compete well in auctions.
Now let’s talk about why you should consider using Google Search ads and the fruitful benefits that you can reap from them.
Why Should You Use Them?
Daily, Google receives roughly 3.5 billion search results from all around the world. Users are looking for answers, looking for products, and most importantly they’re after valuable and reliable information.
So, why should you consider using Google Search Ads and what kind of benefits can you realize from them?
A quick example can demonstrate the practicality Search Ads and their impact on customer motivations.
Let’s create a hypothetical situation with a potential customer named Isabelle who’s passionate about exercising.
Isabelle is tired of having to pay for a gym membership just for the cardio equipment she enjoys using. So, she saves up enough money and decides to boot up Google.com to search for a reasonably priced treadmill.
She types in the search query “best home treadmill” and examines the populated results. Isabelle checks out the organic results, but none of the headlines quite stand out to her.
Instead, she looks back to the top of the search results page and finds your business’s ad:
“Exercise at Home|20% off Cardio Equipment|Fast & Free Shipping”
Isabelle’s interest is now peaked, and she’s curious to see what is available. Happy that she found something that speaks to her, Isabelle clicks on the ad to learn more about your offer.
However, she needs time to reconsider such a major purchase and wants to look around more and compare prices before hastily purchasing. Now, Isabelle goes and visits her local sports and exercise store to view their selection. The selection is reasonably nice, but their prices don’t align within her budget.
Therefore, Isabelle comes full-circle back to your website where she first saw your exceptional deal. Confident this time, she fulfills your call-to-action and completes her purchase at a great price, and with fast and free shipping.
Can you see the potential value here? The amount of mere exposure your ads can get, albeit with a well-made ad, can generate lucrative results. With a well-crafted ad, you can attract hundreds of new customers that were previously invisible.
Properly using Google Search Ads can drive traffic to your website, increase conversions like sign-ups or phone calls, produces more qualified leads and a significant increase in sales.
Thank you for reading today’s post. If you’re interested in more Google Ads content, I’ll be writing a post on Google Display Ads shortly.