Google Ads

The general assumption is that people do not like paid advertising in search results, that they trust natural results and ignore advertising. Real data shows that this is not the case and that Google advertising is effective. The main reason is that people who are already interested are approached. However, this is not the only reason and there are many benefits to be gained from using Google Ads if they are configured correctly and take you to the right landing page. Here are the most important ones:

• compared to SEO, the results from advertising are immediate, as it starts working the moment it is activated
• Google search dominates the market and the majority of searches are conducted through it
• Google allows you to reach potential customers at every stage of the customer journey
• Google’s search engine AI is being developed to understand exactly what people intend to do when they search and to deliver relevant results
• advertising platform interface gives you 100% control over each individual ad or the campaign as a whole, including budget
• advertising returns can be measured on many parameters and continuously improved
• it increases website traffic and brand awareness

The size of the marketing budget is irrelevant if it is not used effectively. A company can use Google advertising on a daily basis and pay large sums for it, but the results can be dismal. To get the best return, it’s not enough to have a quality website that drives traffic. The headline of the ad needs to immediately appeal to the interested person and there are many ways to achieve this, such as:

• by including a keyword
• by framing the title as a question
• answering a search phrase
• adding an element of humor
• including figures and statistics
• being understanding (empathy) and honest
• using plain language, respecting grammar
• using the maximum number of characters allowed
• focusing on benefits or solutions to a problem
• make and keep a promise or guarantee

It is good and necessary to study what your competitors are doing. Adopting best practices is necessary. But you can’t just copy, you have to be different, with a twist. To better reach potential customers, your ad needs to stand out from the rest  and that’s not just by copying.