What are Google Search Ads?

Unlike display advertising, search ads are only visible to those who have already shown an interest in your businesses products or services. Search ads focus on ensuring you are reaching the right audience, a high click-through rate (CTR) and increasing sales. 

The most common form of search advertising is PPC campaigns (pay-per-click advertising), this is when your ads are displayed based on the relevance and number of keywords you have used. Your ads will appear on Google’s shopping results page, Google Maps and other websites. 

Why should you use Google Search Ads?

One of the benefits of using search ads is that you can attract organic traffic using a budget of your choice. With PPC, you can implement a daily max spend, and will only get charged if your ads are clicked on. Because people are directly searching for that product or service that you are offering, this can generate leads a lot faster. 

This inexpensive marketing technique is a great tool for increasing brand awareness and reaching more customers across various platforms; whether they are directly interested in your product or service or not, the brand introduction has been made. 

When looking at specific keywords, Google states that if the keywords have a lower search volume, it should typically be less expensive to pay for an ad (also known as purchasing a listing). 

Google’s Quality Score is crucial for your paid ad campaigns because it determines the quality and relevance of your ad and the website pages that you link them to, so again, choosing your keywords carefully is vital in ensuring a high CTR and maximum ROI. 

Furthermore, Google allows your search ads to be easily tracked and measured. In real-time, you can view the exposure your ad has garnered, how many users have clicked on it, and the number of sales you’re generating. 

When browsing through the search results, you can easily notice when a page has been paid for or promoted due to the ‘Ad’ button in the top corner.

Display advertising vs Google Ads

Display ads and Google Ads are both effective in their own ways. The same way that Yeezy’s have their own style and audience, display and google ads can also be distinguished in their own way. That being said, it is important to determine your business goals and how both ads can support you achieve them and reach your audience. 

Two metrics that can help you decide which strategy to use are conversion rate (CR) and cost per click (CPC). According to Instapage, “the average conversion rate across all industries is 4.40% for search campaigns, while the average for display campaigns is only 0.57%.”