What does Google offer to business owners? That is the key question of this article.
In short, Google’s key value proposition is directly related to marketing. Having a Google ad is a must for most businesses today. You landed here because you’re asking yourself: what is the key value proposition of Google Search campaigns? Great news, we will now explore what Google search campaigns are and how your business can benefit from them.
Before We Begin: What Is a Value Proposition?
When we say: “What is their value proposition?”, we mean “What do they offer, and what’s in it for me?”. Every business has a value proposition, including giants such as Google.
What Is a Search Campaign?
With Google Search Ads, you can reach people when they search on Google or Google Search Partners. Search Ads is just one type of campaign available in Google Ads. The main focus of search campaigns is reaching people who are actively searching for something on search engines.
Search campaign is a form of digital marketing. It allows businesses to reach an audience that is genuinely interested in their product or services. In other words, search campaigns are based on monitoring customers’ online behavior and then crafting useful content that will attract their attention and, possibly, lead to a purchase.
Google Search Campaigns
Today, most people buy and look for products online. And they will most probably look for these products on Google. With more than 8 billion searches every day, this search engine takes up more than 90% of the market, leaving only 10% to Bing, DuckDuckGo, and other competitor engines.
Because Google absolutely dominates the search engine market, having a good SERP (Search Engine Results Page) ranking is a big concern for most businesses. At least for those who take themselves seriously.
And a good SERP ranking is the primary result of a successful Google search campaign. It means that, if you’re a brand selling ski equipment, a person typing “ski equipment near me” gets to know about your store and website.
It is important not to confuse two main features that are both available within the Google ad interface: search ad campaigns and display ads.
The function of search ad campaigns is already described above and is primarily shown to people who are already interested and are actively googling a product. On the other hand, the display ads feature is reserved for audiences that might be interested in the product. The algorithm targets potentially interested people according to a set of criteria defined by your team or the digital marketing agency you decide to hire.
Except for functionality, these two functions are different in terms of conversion and CPC rates.
So, you can expect that the search ad campaign feature will be more expensive because it has much better conversion rates.
● Conversion rates
◦ search ad campaign: 4.40%
◦ display ads: 0.57%
● CPC
◦ search ad campaign: $2.41
◦ display ads: $0.59
Although Google display advertising still originates within the Google Ads interface, display ads perform very differently from their paid search counterparts. The main difference between Google search ads vs display ads is that search ads are a form of “pull” advertising while display ads are “push” advertising.
Do you want to leverage Google search campaigns to propel your business?
Google’s Key Value Proposition
Google ads can help you advance your business goals. As a company that optimizes users’ online experience, Google offers an efficient shopping experience as well. Since it stores huge amounts of data about online behavior, Google finds new customers and new markets for you. Additionally, it targets your audience in the right time and in the right way.
Another great thing about Google search campaigns is that you are in control. It is you who develops the ads, chooses the keywords and matching phrases. Google only applies your settings in the most efficient way possible.
In other words, the value comes from access to Google’s algorithms.
Google has several apps, whose features have different sets of benefits for your business.
The superstar among Google’s services is the Google Search engine. It is used by over 4 billion people and has countless opportunities for promoting products and services. Besides, Google Advertisement is another great tool for marketing and promotion. This app includes features such as AdWords and AdSense. The first allows you to display ads on Google SERPs, while the latter enables you to display ads on websites.
Over the years, Google developed a series of other features, that are equally beneficial for you:
- Google Mail
- Google Voice
- Google Sites
- Google Ads
- YouTube
In short, it is these apps developed by Google that bring value to you by enabling you to efficiently reach new customers in many different ways.
What Are Other Benefits of Google Search Campaigns?
Now that you understand the essence of Google’s key value proposition, let’s get some details. What exactly do you get from all these apps?
Get Organic Traffic
Google search campaigns and your SEO efforts are complementary. At times, inbound marketing takes too long.
Besides, in some cases, investing in some search results ads can have even better results compared to your website content.
For example, if you are promoting urgent products or services, you will probably benefit from Google search campaigns more than a blog. When people need a plumber because their apartment is flooded, they don’t read blog posts. They are typing “plumber near me” and clicking on the first ad that comes up. Hopefully, this ad will be yours and will lead users to your website’s cornerstone content.
Reach Your Marketing Campaign Goals More Easily
Google can help you with virtually any marketing goal you can imagine. If you use one or, preferably, combine different Google advertising features, it will boost traffic to your website. It will generate new leads, and warm up the latent ones. Finally, by making you visible to audiences you couldn’t dream of reaching otherwise, it can boost your sales.
How does Google do that? This is a complex question, but in essence, Google’s algorithm works with keywords. You set keywords that will trigger an ad, and Google shows your ad to those who typed the keywords.
On the other hand, you can also set negative keywords. You usually do that when you notice that the algorithm displays your ads by mistake. For example, if you sell eyeglasses, you could set “wine glasses” and “sunglasses” as negative keywords. It will prevent losing money on ads that will go to people that are typing “glasses”, but are looking for something entirely different from what you have to offer.
Also, when you do search campaigns with Google, you can monitor your KPIs for PPC optimization and maximum performance on other measures such as ROAS (return on ad spend), CPA (cost per acquisition) and CPC (cost per click).
It goes without saying that Google’s features are very powerful tools for brand building. Both Google ads features are particularly useful in that regard.
Another great thing about Google is that its services are relatively inexpensive for many keywords, considering the benefits. There is no minimum budget for your campaign. So, everyone is welcome, regardless of how big or small.
Great ROI
One of the main reasons businesses use Google search campaigns is the fact that they are very cost-effective. A Google search campaign can give wonderful results for a percentage of your digital marketing budget.
When you use PPC advertising, you don’t pay anything until a person clicks on the ad. That means that you don’t pay anything for all those people who saw your ad without clicking it.
In other words, it’s free branding!
One of the great things about Google Search ads is that you can use them no matter the size of your business. They are not out of reach for small or medium companies (SMB) with smaller teams or budgets. That is particularly important as these businesses frequently don’t have access to the same marketing professionals as large companies.
Now is the time to implement Google search campaigns in your strategy.
Target Your Audience More Efficiently
In marketing, proper audience targeting is half the job. It is not an easy task, and it is virtually impossible to do it without a specific digital tool.
For example, the Google shopping ads feature allows you to target new customers based on the data you have about the existing ones. If you analyze the best-performing customers you already have, you will be able to segment your audience better, define buyer personas, and use that knowledge to attract new leads. It could discover an entirely new market segment for you.
Schedule Ads
In business, like in life, one needs to be at the right place and at the right time. If you are addressing the proper audience, then you know you are at the right place. But how to know you are addressing them at the right moment?
Google search campaigns can do that as well. The algorithms will schedule your ads, targeting your audience when it is expected to be online.
For example, if you are targeting elderly people, then Saturday morning ads make more sense than if students are your audience.
It Takes Time, But It Is Possible to Learn
To say the truth, one needs to learn a lot to use Google search campaigns. Also, practical experience is extremely valuable. That is why most businesses decide to outsource Google search campaigns to marketing agencies. It is because marketing agencies have the professionals and automation tools to perform the work. Thus, if your team’s time would be poorly spent trying to craft effective marketing creative briefs for each campaign, or if their inexperience with Google ads could result in unsuccessful campaigns, you can delegate your Google ad work to an agency while your team focuses on other things instead.
Although most businesses choose to outsource their Google ad campaign work, that doesn’t mean small businesses can’t perform a Google search campaign on their own. With some research, time, and experience, it is possible to master Google ads and improve sales.
Access to Data and Analytics
Google is famous for being secretive about how it collects, stores, and uses data. However, as a business using their services, you can take advantage of their immense databases.
Actually, Google data analytics is so important for tracking website traffic, campaign results, as well as customer behavior that most website builders have this feature integrated.
Final Thoughts About What is The Key Value Proposition of Google Search Campaigns?
For a business owner, the key value proposition of Google search campaigns is the algorithm that easily finds new customers. The Google search network is so powerful and that’s the reason why many businesses, no matter the size leverage Google ads.
Also, Google’s many apps and features, such as Google Shopping and Google Sites, have a variety of options that will help you achieve your marketing goals more easily, efficiently, and quickly.
Running a Google search campaign is not an easy task, which is why many businesses outsource the work to experts. However, it is not impossible to do it yourself. That will take thorough research and a few trial and error sessions. Once your creative team learns to make the suitable content and manage the analytics, you can leave it to Google’s powerful algorithms to do the rest.
Growth Hackers is an award-winning digital marketing and growth hacking agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners with Google search campaigns, driving targeted traffic, generating qualified leads, optimizing their conversion rate gathering and analyzing data analytics, acquiring and retaining users and increasing sales. We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
