In Field of Dreams, Iowa farmer Ray Kinsella walks through a cornfield and hears a voice that tells him, “If you build it, he will come.” The voice inspires Ray to build a baseball diamond in the midst of his cornfield where Ray later meets the spirits of Chicago White Sox legend “Shoeless” Joe Jackson and his own father. At the end of the movie when Ray is trying to decide whether to sell his property to avoid foreclosure, a local writer assures him, “People will come, Ray. People will most definitely come.”
When business owners invest time and money on a website, their hope is that people will come. The importance of understanding and using Google Ads is that they drive website traffic and ensure people most definitely come. Once on your website, visitors can buy from your e-commerce store, fill in a lead form, or learn more about your business.
What are Google Ads?
Google Ads are Pay Per Click (PPC) digital advertising campaigns. The ads are described as Pay Per Click because the advertiser only pays for the ad when someone clicks on it, not per ad impression. There are Search Network ads which are text ads and Display Network ads which are images. In June of this year, Google rolled out Smart Campaigns, a more automated, optimized alternative geared towards small business.
PPC campaigns drive traffic to your website so visitors can see the products and services you provide. When people look at a page of internet search results in Google, it’s hard to distinguish between ads and the organic search results because text ads have only a small “Ad” box near the website address. Ads blend in with search results, and therefore, are a powerful way to get potential customers to a website.
How do Google Ads work?
In its simplest form, you can think of Google Ads as four-layered ad campaigns. From top to bottom:
- Campaigns – how much do I want to spend or geographically, where do I want my ads to show?
- Ad Sets – what are my different products, services or groups?
- Ads – what is my message?
- Keywords – what words or phrases will someone type into Google when they are searching for my product or service?
A digital marketer will set up a campaign by thinking about how much to spend, who to target and where they are, and what product or service you are advertising. At the core of every Google Ads campaign is a keyword list, a list of search terms or phrases a person may type into Google when they search for your product or service.
The Google Ads algorithm determines which ads to show, the Ad Rank, based on two criteria: the maximum keyword Bid you have specified and Quality Score which is a combination of ad relevance, Click-Through-Rate (CTR) and quality of the landing page for the ad. The landing page is the website page where the person who clicks on the ad is directed.
How can Google Ads grow my business?
On a desktop computer, approximately two-thirds of all search queries are done on Google. On mobile devices, some estimates suggest Google controls 95% of all search queries. Therefore, by being part of the search results mix, Google Ads drive website traffic. When someone clicks on an ad, it brings him or her to your website and then you’re in the driving seat. You can try to prompt your site visitors to take actions like purchase a product, fill in a lead form, or schedule a demo.
Google Ads Pay Per Click campaigns do some of the marketing heavy lifting by allowing your business to be more visible in search and driving potential customers to your website. PPC campaigns push your message out in a structured, systematic, and targeted way to an audience that has an interest in your product or service.
When it comes to Google Ads, if you build them, people will most definitely come and your business will grow.
Interested in learning more about Google Ads campaigns? Contact us.
Photo credit: Field of Dreams, 1989, Universal Studios