Brands are asking: “Why use Google AdWords?”, “Does it work?”, and “How does it compare to marketing on other online platforms?” The quick-n-dirty answers to each of these questions have one common denominator: Google AdWords gets to your customers before you do.
At this very moment, everyone’s on their mobile device. Some folks might be checking in on the social scene to scope out what’s new with friends, what visual fun is being served up on Instagram, or to dish the latest tweet about Lebron’s status with the Cavs.
Other folks are there with intention. They’re searching for specific information on a topic, they’re comparing product prices, they’re reading about your services and the services currently being offered up by your competition.
Fortunately, Google AdWords is three steps ahead.
Through Keyword Targeting (broad match, broad match modifier, phrase match, exact match and negative match), Location & Language Targeting, Device Targeting, and Audience Targeting, Google AdWords is designed to help brands capitalize on these micro-moments by aligning intentional, would-be customers with the products or services they’re hunting.
We’re not here to bother the folks who are leisurely enjoying social time; we’re here to place our services in the outstretched hand of an audience member who’s asking for them.
This is targeted advertising made laser precise.
So, how exactly does Google AdWords connect with your audience? Here are the mainstream advertising options:
• Search Network with Display Select: Popular option due its ability to reach the most customers
• Search Network only: Google search and search partners
• Display Network only: Google’s network of partner websites
• Shopping: Best way to create Shopping Ads
• Video: Video ads on YouTube and across the web
• Universal app campaign: Promote your app across Search, Display and YouTube
And check this out, you can actually narrow your audience by adjusting your bid strategy to best leverage all keywords and targeting options (i.e increase your bid for mobile device or locations to ensure your target audience is being reached).
Another favorite option is employing ad extensions with your ads and campaigns. Get more results and higher click through rate by providing users more options. More ways to get to the information they want means more reasons to choose your business. Extension formats include calls extensions, location extensions, callout extensions, structured snippets, and more.
The Last Word on Google AdWords
Google is the largest global search engine. This we know. And being friends with the biggest kid on the playground means benefitting from the street-wise brawn of the rest of his gang. Robust business tools, such as Google My Business, Google Merchant, Youtube, and Google Analytics are part of the resource-rich package you inherit once you’re indoctrinated into the Google-sphere.
Being able to learn more about your audience, what’s working where, and why, forges new opportunities for brands. And it’s why Google is lauded as the most transparent and metric-meaty platform available today. Customers are learning more about your brand in the exact moment you’re learning more about their browsing behaviors.
It’s our global economy’s newest relationship between supply and demand, cultivated by one, instantaneously-peaked, brilliantly-timed, strategically-orchestrated connection.
Made stupid easy.