Google Advertising is still the most popular form of digital advertising today, that’s why I sat down with Nadine Swarts (head of business development at iLEAD et al to discuss what you need to know about driving business growth using Google Ads.
What is the difference between the organic and paid side of Google?
The organic side of Google works on a ranking system.
That means putting in the work to make sure that your website is optimized according to Google’s best practices.
As a result, you will rank well on the results page. Search engine optimization requires a lot of time and is seen as more of a long term goal.
When it comes to the paid side of Google, this means that there are shortcuts you can take to ensure that your website appears on the first results page and all associated networks, by paying for Google Ads.
What is the time frame for Search Engine Optimization (SEO)?
If you are looking to do some SEO, there are many factors to consider.
The more competitors you have in your industry, the more challenging it can become, especially if your competitors have been doing SEO for a more extended period.
Therefore, you are looking at a time frame of 4 to 9 months.
What is the potential reach when using the paid side?
As a result of the different networks included with Google, such as Google Display, Gmail, etc., you could reach over a billion people globally.
What’s the most significant difference between social media Ads and Google Ads?
The main difference between the two platforms is that social media is where you are seeking to create intent with your customers, whereas with Google, the intent is already there.
As a result of people seeking out information and doing their research, conversions are very high.
However, you should always continue to test the different platforms to find out what works best for your business and avoid putting all your eggs in one basket.
What are the most popular ad products on Google?
- Google Search, and Google Shopping.
- Google display
- Youtube video marketing
What makes for a good Google Search campaign?
There is a lot that goes into making a successful Google Search campaign.
The first step is research and identifying which keywords best suit your business.
The less competitive an industry is, the less you would spend and vice versa.
Another thing that one would need to take into consideration is the region they would want to target.
From there, you start building the campaign and for the next 3 months, proceed with optimization.
For as long as the campaign is up, you would continue to track and optimize.
Also, identify your primary and micro goals, as this is what drives the optimization process.
What are goals?
Your goal is the action on your website that is most valuable to you.
What are keywords?
A keyword is any word that someone would search to bring up your ad.
The broader the keyword is, the more traffic it could potentially meet.
Although, the danger here is that if it is too broad, it might not be of interest to all targets.
Luckily, Google does have components to combat this, in the form of broad match and exact match.
An important thing to note when it comes to keywords is that more traffic doesn’t necessarily mean more sales.
What you need to do is look at the percentage of traffic that is converting and then consider minimizing traffic to target more sales.
What is Google Shopping?
Google Shopping is the first thing that comes up on the results page.
You can identify it quickly as it contains the image, price and website URL associated with a product.
To list an item with Google Shopping, the best thing you can do is hire a professional.
It is a tedious and challenging process.
Secondly, you need to have an e-commerce website where the customer would be able to:
- 1) add the product to a cart,
- 2) make a payment and
- 3) have the product delivered to them.
In other words, you would need to have your merchant centre set up.
What is Google Display Network?
With the use of Google Display Network, it makes it easier to target customers based on their online behaviour.
The process is used to identify customer intent or an in-market audience.
Also, Google Display is the perfect tool to use in remarketing areas, where you can continue to remind a customer of previous searches where they did not make a purchase, by reshowing an ad.
As an SME, where should you start and what should your budget be?
Google Ads works in the form of an auction.
Therefore, the more bids there are, the higher the bids go, and the more expensive it becomes to get an ad space.
Once again, it is, therefore, dependent on how competitive your industry is.
For example, for a business that could pay R7.50 per click, a business in the insurance industry could pay up to R700 per click, just because it is a much more competitive industry.
Keep in mind; location also makes a difference. Keywords in Gauteng would be more expensive than those in Mpumalanga.
Does it make a drastic difference if your website is not optimal?
Yes! Everything starts and ends with your website.
Whether you need to do SEO on Google Ads depends on your site; however, each website will receive a quality score based on Googles best practices.
The higher your quality score is, the higher you will rank on the first results page.
Things that would affect your quality score are those such as whether or not your website is user-friendly, whether it is mobile-friendly, whether it takes to long to load, etc.
At the end of the day, if your quality score is low, you will pay more to get people on to your site.
The higher your quality score is, the less you pay!