Google is one of the largest used online advertising platforms in the world. It has become one of the most widely used platforms of advertising online for businesses and has reached new heights since its inception. By choosing to advertise on Google search, you give your business the opportunity to reach thousands of people every month depending on your budget and target market.
Advertising on Google search is one of the best decisions you can make to expand your business’s reach. It is a great tool for finding new customers and growing your business.
Like many other good Google advertising methods, allocating a higher budget will allow for an even greater reach, more leads, and more clients. Therefore, there is a cost for the setup and management of it if you are using a professional service from a Marketing or Advertising Agency.
Google Ads is Google’s online advertising program, the program allows you to create online ads to reach audiences that are interested in the products and services you offer. The Google Ads platform runs on pay-per-click (PPC) advertising, i.e. you have to pay every time a visitor clicks your ad.
However, there are so many advertising mediums and methods out there. It can be hard to determine which is a better fit for your business. Influencers and salespeople are always telling you to invest in this and invest in that without actually explaining why.
Do you want to know the answer to “Why use Google search advertising?”. There are plenty of big benefits. In this article, we go over the 5 reasons why you may want to invest in Google search advertising for your business.
1. Google’s Massive Reach
Today Google has elevated itself beyond a brand to a verb. The term “Google” is actually defined in the Merriam Webster Dictionary
And that’s because, now, when people have a question that needs answering their first stop is usually Google.
Want to know if there’s a solution for that back pain you’ve been having?
Want to find a plumber near you?
The search engine handles an obscene 2+ trillion searches like these per year. That’s over 5 billion searches per day.
Among those searches are people looking for solutions to problems that your business can offer. If they’ve ever used the internet, chances are they’ve Googled the answer to something. And if you can help them find the answer, even if it’s with an ad, they’re more likely to choose you than your competitor.
2. High Purchasing Intent
The biggest difference between the people you’re reaching with Google search advertising and the people you’re reaching with other forms of advertising is their intent.
On social media, for example, people aren’t looking to be advertised to. They’re not looking for solutions to the issues that plague their everyday lives. They’re looking for baby pictures and vacation photos, family updates, and friend updates. And when you advertise to someone who doesn’t want to be advertised to, there’s a massive chance you get tuned out.
On Google search, though, you’re not advertising to people who don’t want to be advertised to. You’re advertising to people who are looking for something specific, like “accounting firm in Johannesburg”:
And when your ad appears, it helps them find the answer instead of interrupting their online browsing experience.
Most experts even consider search ads a form of inbound marketing as opposed to outbound advertising because they assist someone who has taken the first step to look for it. Using Google search advertising, you let prospects come to you, then help them find answers, and position yourself to earn their business when they’re ready to pull out their wallet.
3. Get Quicker Results Than With SEO Marketing
Search engine optimization is still the backbone of most highly visited websites. The posts and pages you see on page one aren’t just well-written with carefully researched keywords; they’re also on sites that have amassed a large number of backlinks over time (still the number one ranking factor for web pages).
It can be years before you get to see one of your own pages in the coveted first position for a broad keyword search term. Most businesses will never see it.
However, Google advertising is relatively quicker instead. We typically start seeing a good return of investment (ROI) within the first 1-3 months.
4. Earn More Conversions
When Google decides which ads get seen by browsing potential clients, they take post-click landing page experience into account. According to a Google Ads support page:
Post-click landing page experience is Google Ads measure of how well your website gives people who click your ads exactly what they’re looking for–quickly and effortlessly. Your post-click landing page is the URL people arrive at after they click your ad, and the experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.
Ad networks that don’t prioritize landing page experience will let you direct internet users to any old page. It can be a homepage, an “about” page — and that will drain your budget quickly since visitors do not want to hunt for what you promised them in your ad.
But to even get your ads seen on Google search, you’ll need a highly persuasive post-click landing page behind them. And when you build a highly persuasive post-click landing page, you’ll maximize ad spend because of two things in particular:
- Message match
- Focused design
5. Maximize ROI With Different Bidding Strategies
A persuasive post-click landing page built to appease Google isn’t the only thing that will maximize your advertising ROI. To help you reach specific marketing goals while draining your budget the least, the Ads team has created several different bidding strategies:
- CPC bidding is what Google recommends if your goal is to drive website traffic.
- CPM bidding, which stands for “cost per thousand viewable impressions,” is what Google recommends if you’re trying to build brand awareness. With this strategy, you choose an amount of money you’re willing to pay for 1,000 people to see your advertisement in full view. It’s only available on the Google Display Network, not the search network.
- CPA bidding is what Google recommends advertisers use when they’re focused on conversions like purchases or sign-ups.
This way, if your primary goal is to boost brand awareness. You’ll be able to show your ads to more people than you would if Google was trying to serve your ads to only people that have the best chance of clicking or converting. And it works the other way around, too.
If your goal is an action further down the funnel-like a click or a conversion. You can bid for that, and Google will cut down on spreading your ad to the masses and instead show it to people who will be more likely to convert.
How Does Google Search Advertising Work?
Think of Google search advertising as a kind of auction. The difference with this auction is that the money you put into it does not get you that top-ranking you are looking for. It’s not your bid that matters, but the quality and relevance of your ad campaigns that are more important and deciding factors.
Now that you have a clearer understanding of what Google search advertising is and how they work, you can better understand where the costs come in.
As mentioned before, the bigger the budget the higher the reach. Spending more on your Google search advertising campaign can get you a better quality of management, as Google search advertising is not a once-off request, but something that needs planning and consistent managing to make sure your brand stays relevant.
Speculating the Cost of Google Search Advertising
An average cost per click in Google search is usually between $1 to $2. On average it’s more often than not $1. In South Africa, that accumulates between R25 to R30 per click which is why we keep the budget, category, and location in mind. The most expensive keywords in Google search cost $50 / R 695 or more per click, but this would be a cost charged to a big company with a big budget.
To budget for advertising on Google, the recommended monthly budget that should be allocated to Google search advertising for starting budgets in South Africa should range between R10 000 to R15 000 per month, for a big business with a solid financial flow.
The final cost will be entirely dependent on the business’s industry, its cost-per-click that you will find within it and how likely you are to succeed as a business. If your Google search ads are managed correctly, Google will register it as a business that will succeed.
For SMEs, the minimum suggested budget should start from R5000. If you opt for the smallest cost price you can go as far as R500, but to be honest, that will not achieve much.
The budget and ROI (return on investment) also depends on the type of services and products advertised, as some of these may be quick to sell, whilst others might require a longer sales life cycle, but the profit margin is bigger.
Get a professional company to set up a campaign and continuously improve on it on your behalf. Continually improving the campaign will increase your ranking and relevance – putting your brand at the top of your industry. Budget for R5000 to R10 000 as a starting budget.
Once the campaign has matured in time, increase the budget if available, you will see your standing increase over time. Stay ahead of your competitors. Start with what you can afford as the guideline and you will see an improvement with the leads, and more business will come in. Use Google search advertising to your fullest advantage!
Get your business a professional Google search advertising campaign running, use as much budget as your business allows to get the reach that your company deserves. The higher the budget you are able to feed into Google search advertising, the higher the results and rewards. Start with a bare minimum budget of R5,000 per month (and this includes the agency maintenance fee).
Shava Consulting can help you manage your Google search advertising campaign hence we encourage you to contact us to get started.