With over 8.5 billion searches every day, you can’t deny that Google is inevitable. No matter what type of website you have, from blogs to webshops, it is essential that you are visible on Google.
When you think about Google results and advertising your business there are two main categories; SEO and SEA. Search Engine Optimization is about ranking your website organically in search engine results, whereas with Search Engine Advertising, you pay to have your ad or search query placed at the top of Google’s Search Engine Results Page (SERP). Today we’ll focus on the second option, where you pay to make your ad more visible on Google, and whether you should pay for Google Ads in 2022.
How do you run Google Ads?
You simply select specific keywords and bid on them according to the amount you are willing to spend per click. Choose keywords; that is, specific words or phrases that are often used in searches related to your product or service. When someone enters one of your keywords, your ads will appear above the organic search results on the search engine results pages. This increases your potential to attract new customers based on the search terms and keywords they enter into Google. With Google Ads, you can set up online ads to reach a specific audience that is interested in your products/services. This platform works on pay-per-click advertising, PPC, so you pay every time someone clicks on your link.
What’s so good about Search Engine Advertising?
If you invest in Search Engine Advertising, you will generally get results much faster than with SEO, as organic results can take several months. SEA results are immediate, after a few minutes of setting up your ad you will see instant traffic to your webpage. That being said, you do need to do the necessary research and ensure that you are attracting the right people. Sometimes you have to deal with negative keywords, which are search terms that are too broad. This would make it unclear to Google if the general term corresponds to other search terms. For example, say you sell bicycle tyres but choose to advertise on the word ‘tyres’. People who are looking for car tyres are more likely to see your ad than your target demographic.
With SEA, the potential is enormous; the Google Ads marketing strategy is highly scalable. There are an infinite number of keywords to bid on, with new ones being added daily. If you are looking to boost or broaden your target audience, you can continue to add new keywords. Try out multiple campaigns and concentrate on the ones that work. The more you spend, the better you’re ranking and the more results you will get. Make sure it doesn’t turn into a bidding war; it might not be worth it if you are up against companies with big budgets. That being said, it does not always mean that the biggest budget wins.
Google prefers quality and relevance when deciding on which ad to display, similar to SEO ranking factors. There is more to it than just the budget. Moreover, a campaign can be interrupted and resumed at any time without any risks or disadvantages. There are no contracts or fixed terms, and it’s completely flexible, which is great for the advertiser and brings less risk for the future.
Advanced analytics and tracking
Everything that passes through your website can be tracked. This data will help you learn how to effectively set up landing pages and structure your website correctly. This process can take a while to master, so reaching out to experts in the field will likely save you time and money in the long run.
Google Analytics shows you various statistics such as click-through rate, cost-per-conversion, quality score, search volumes and much more. These indicators will help you in future decision making.
Are there any cons to Google Ads?
There is no magic formula for Google ads. Google’s algorithms change constantly, and you must be able to adapt on a weekly basis. Things that worked last week may not work next week. This can be frustrating, but it’s a good thing that Google keeps optimising and changing. It just means that we have to adapt too.
It takes time to learn how to properly target the right people. If you choose the wrong keywords, your ad may be seen by the wrong people, and you are effectively wasting your money. Spending that time to find out everything could get costly, without any immediate results.
When deciding whether you should pay for Google Ads in 2022 or not, it’s important to recognise the difference between SEA and SEO in terms of long-term results. When you stop spending money, all the clicks go away. With SEO, it will take longer to get results, but they’ll hold their place in the search engine results over time. For this reason, many companies combine both strategies, which is what we advise you do. Make sure your website is SEO proof before you start spending on ads. Google will automatically rank you higher and reward you for creating an SEO-friendly website. Google also wants to ensure that users spend more time on Google. So if they show good, clear websites it will reward them too.
So, should you pay for Google Ads in 2022?
The bottom line is that it is definitely worth it. Being able to reach an endless audience will stand to benefit any business. With all the available information that Google has, they can efficiently target the ads as long as you do the work in advance. The cost-effectiveness really makes it an attractive option when reaching out to potential prospects. The flexibility offers another dimension, where you can control, pause and change your strategy at any time.
Doing this the right way can really boost your sales, growth and potential in the future. It’s essential to have the right foundation and scale your success.
Fortunately, our team at Method can help you set up a good campaign and monitor it along the way. Have a chat with us today to discuss how we can get your business ranking in search engine results.