Google Ads

Improve your ability to drive conversions through search and make paid advertising work better for you by embracing Google Ads.

Google Ads is the internet search giant’s online advertising system, which works by allowing you to bid on keywords your customers will be using in their search queries. 

It should be a key priority if you’re adopting paid advertising as part of your marketing strategy, as Google is still the primary way a large percentage of your audience will find you.

What to know about Google Ads

When someone searches for a term you’ve paid to rank for, a clickable ad directing users to your website will appear at the top of the results. Every time someone clicks on one of your ads, you pay an agreed amount to Google, which is why this type of advertising is called pay-per-click, or PPC.

The details of your ad setup – such as how much you can expect to pay for each click you receive – will depend on various factors, such as the keywords you’re focusing on and how many other brands are bidding on them.

While the effectiveness of Google Ads is also specific to each business and depends on a range of variables, many advertisers find that it’s a good way to boost their search visibility and attract more traffic to their website.

It’s important to remember that Google Ads isn’t a replacement or a shortcut for a good organic SEO-focused content strategy – you’ll need both if you’re to raise your brand’s profile and turn clicks into sales.

Improving your odds of success with Google Ads

Getting a Google Ads strategy to work effectively, however, takes work. You can’t simply set up ads for your primary keywords and expect to instantly see success. The chances are there will be many competitors doing the same thing, so you’ll need to take steps to stand out from the crowd – especially if you don’t have the same budgets as other firms.

A Google Ads plan should therefore begin with in-depth research to determine exactly what search terms your audience are using. This can often lead to surprising results if you find your customers’ thinking isn’t aligned with your own, or highlights keywords you would not have otherwise considered.

There are a range of positive steps you can take to increase your likelihood of success with this approach, such as:

  • Having a detailed, well-informed idea of the audience you’re targeting, based around key buyer personas
  • Conducting keyword research to find the terms that are most likely to deliver results, without blowing your budget
  • Identifying longtail keywords that you can use to attract customers who are making highly specific searches
  • Taking the time to write high-quality, engaging ad copy that will jump out at customers and draw them to your site

Working with an experienced marketing partner is also a good idea if you want to optimise your Google Ads strategy and get strong results from this channel.

Axonn can provide the technical advice and creative abilities you need to succeed.