Many people falsely assume that profitable advertising on Google is as easy as pie. In reality, however, it’s more complicated. The good news is that with the right approach and support, you can create a profitable Google ads campaign that will boost brand exposure, churn conversions, and grow your company.
Benefits of Advertising on Google
There are many benefits of advertising on Google that you should consider before launching your campaign. It’s important to gain a full understanding of this platform and what it can offer.
- Reach: Even if you have some background knowledge of Google as a user, it’s hard to truly comprehend the reach of this enormous platform. Google totally dominates the search engine game — conducting an average of over five billion searches each day. Doing the math, that adds up to more than two trillion searches each year. These two trillion searches comprise 90% of all internet searches. Google is accessible and easy to use, making it a great place to reach people of all demographics.
- Intent: Unlike traditional social media targeting, Google ads will offer you the benefit of intent — that is, people are actively searching for information rather than receiving unsolicited information. Just think about what you see on your personal social media feed — ads may seem intrusive when you’re simply trying to keep up with friends and family. On Google, however, people are searching for answers that your brand might be able to provide! As a result, advertising on Google is really a win-win scenario for both the brand and the user.
- Targeting: Sure, Google is able to track and record all your searches for the purpose of targeting, but there’s really so much more to it than meets the eye. This is because, these days, Google is more than just a search engine — it’s a comprehensive internet platform. Just think about all the extensions of Google that you likely utilize on a regular basis, whether it’s Google Maps, Google Docs, Gmail, YouTube…the list goes on. All of these features gather valuable data about users that can then be used for targeting purposes, for instance demographics, life events, and affinity groups.
- Insights: But Google doesn’t just gather data about its users — it will also gather data about your ad campaigns that you can then use to optimize your overall advertising strategy. Sometimes no matter how much testing and research we do before launching a campaign, it just doesn’t seem to be effective. With Google’s data and insights, you can notice the lack of effectiveness right off the bat, monitor your campaign, and make any necessary changes to get it back on track.
- Costs: Finally, the last benefit of advertising on Google that you should know about relates to cost. Many newer and smaller businesses falsely assume that they cannot afford to advertise on a platform as big as Google. However, depending on your target keywords, advertising can be quite affordable. This is because Google uses a bidding system that selects the best possible results for a given keyword.
Costs of Advertising on Google
But what will it really cost you to advertise on Google? Unfortunately, there’s no straightforward answer to this question but we are going to give you all the information we can so that you can employ a cost-effective advertising strategy.
Generally speaking, you can expect to pay anywhere between $1 and $3 for each click on your Google ad campaign. Perhaps the best thing about Google ads is that you only pay per click rather than per impression. As a result, you can be confident that your money is being well-spent. For example, the average return on investment (ROI) on google is $8 for every $1 spent on advertising.
Getting into the nitty gritty cost details, Google employs a rather complicated bidding model that utilizes several different factors. For starters, you will set your maximum bid for a certain keyword. Then, Google will calculate your “QS” score or quality score on a scale of one to ten based on the relevance and quality of your content and your website. From there, your ad rank will be calculated and whoever has the highest ad rank will end up at the top of the search results list!
While this sounds quite complicated and maybe unfair, it really isn’t. This is because smaller companies who cannot afford to spend a fortune on their maximum bids are still able to compete by improving their QS. As a result, you should definitely work on making your website and content top-notch.
Best Practices for a Profitable Google Ads Campaign
While a Google ads campaign can earn you an incredible return on your investment, success isn’t guaranteed. Instead, you should take note of the following best practices for a profitable Google ads campaign to get the best bang for your buck:
- Research: While it may be tempting to get out there and launch your first Google ads campaign right away, you may need to pump the brakes first. Research is a key component to profitable advertising, especially on a platform like Google where you really have to know your keywords to bid in the right places. Furthermore, you need to know your audience to set effective targeting mechanisms.
- Targeting: Speaking of targeting, this is one area that you definitely don’t want to skip out on. Once you know your audience better, you can begin to determine how to reach them on this platform. For instance, where are they located? What are they interested in? What are they looking for?
- Testing: If you really want to make money on a Google ad campaign, then you should always test before launching. If you can’t afford to run in-depth A/B testing, simply run your content by friends or family from a wide range of different backgrounds. Overall, make sure that your eyes aren’t the only ones on the ad before it launches.
- Consulting: If you want another pair of eyes on your content who really knows their stuff, you should consider hiring a Google ads agency to do all the heavy lifting for you. Working with experts is a solid investment for any company looking to profit from advertising on Google.
Hiring the Right Google Ads Agency
That being said, not all Google ads agencies are created equal — some will earn you more ROI than others. So how can you choose the right one? In these situations, experience is key. You’re going to want to go with an expert who has proven results. Greg Gillman is an expert in omnichannel growth strategies for direct to consumer brands and has generated more than $4 billion in annual revenue for his clients that include big names like Adidas, Lunya, Petco, Ring, Theragun, and more. That being said, Greg Gillman also knows what it’s like to be a small business, so he’s able to use that background to achieve you the best possible results on Google.
Final Rundown
As you can see, creating a profitable Google ads campaign is definitely possible but not a given. Instead, it will require time, effort, and resources in order to create and launch a profitable campaign that puts the right content in front of the right people. Instead of dealing with all the intricacies of Google ads on your own, hire a Google ads agency to do it for you!
Sources:
How to Pick Your First SEO Keywords | Entrepreneur
A/B Testing: The Benefits And How To Use It Efficiently | Forbes
