If you’re considering how a digital advertising campaign can benefit your business, you’ve come to the right place. Our Advertising with SWBR blog series provides insight into different advertising mediums and how they can be leveraged to effectively promote your business.
In this installment of Advertising with SWBR, we’re breaking down the benefits of utilizing Google Search Network to advertise your business.
While Google may be best known for dominating the global search market (with a market share around 90 percent), the majority of its revenue comes from advertising. With roughly 85 percent of the company’s revenue dependent on advertising, you better believe this online search giant offers advertising capabilities to benefit nearly any company.
What is Google Search Network?
Google Search Network enables marketers to place text advertisements within the results of relevant search engine inquiries. Leveraging Google Search Network, marketers can reach potential customers actively searching for their products and services.
Whether your company sells sporting goods or precisely manufactured ball bearings or anything in between, advertising with Google Search Network will place your ads in front of potential customers at the exact moment they’re using Google to find the products or services you offer. How cool is that?
In addition to appearing in Google search, the Google Search Network provides marketers with the ability to reach customers utilizing Google Shopping, Google Maps, Google Play as well as Google Search Partners like YouTube, Amazon and many others.
Who will see your Google Search Network ads?
Google Search Network provides marketers with two primary targeting parameters to narrow in on their ideal audience – geography and keywords.
Geographical limitations should be used to ensure your Google Search Network ads are only seen by potential customers within the areas you serve. You can target entire countries or limit your ad reach to zip codes nearby. Geographic targeting can also be used to focus your advertising on elevating awareness in new markets or to help grow market share in the competitive locations you already serve.
After determining geographic targeting, selecting the right keywords are essential to the success of your Google Search Network ads. Deploying a Google Search Network campaign with too broad or too narrow of a keyword list will result in an ineffective campaign, often yielding few if any new customers. An effective Google Search Network campaign requires a keyword list that reaches as wide of an audience as possible while ensuring your ads are appearing only in searches relevant to your products or services.
In addition to geographic and keyword targeting, there are several other factors that can improve the effectiveness of your campaign. From limiting the time of day that your ads appear to refining ad groups and optimizing your bidding strategy there are countless ways to continuously improve the effectiveness of your campaign.
Why advertise through Google Search Network?
Google Search Network provides your business with a variety of unique advertising benefits not available with other paid media channels, that include:
- In-Market Audience Targeting: Google Search Network campaigns limit your advertising to only in-market audiences, customers currently looking for your products and services.
- Increase Website Leads: Google Search Network campaigns often provide higher conversion rates compared to other paid digital media channels.
- Cost: Advertising with Google Search Network can be scaled to fit your budget and you can rest easy knowing that you only pay when your ads are clicked on.
Does Google Search Network work?
We’ve found that Google Search Network campaigns are one of the most effective forms of digital advertising. The unique ability to reach prospective customers at the very moment they are looking for a specific product or service has delivered impressive results for many SWBR clients. Better yet, with Google Analytics we can track website traffic and leads that resulted directly from your Google Search Network campaign.
As with most things in life, having the right partner is often the difference between success and failure with your digital advertising campaign. We’ve helped businesses of all sizes establish an effective digital marketing campaign and we’d welcome the opportunity to discuss how we can take your business to the next level. Get in touch with SWBR today or send me an email.
