Establishing a strong online presence is essential for all brands. With so many marketing channels available, brands face the challenge of choosing the most profitable channels to bankroll. Among all the options, Google Ads has emerged as the ultimate investment, offering the widest reach, AI-optimised ads, measurable results, affordable metrics, and a competitively high ROAS (Return On Ad Spend).
Today we'll be exploring the wonderful world of SEM and several ways that you can increase ROI by including some custom Google Ads in your brand’s digital marketing mix.
As a Google Ads specialist, there are a few things brands considering SEM should know first
Many clients who start using search engine marketing want their ads to show up on the first page on day one. What they don’t realise is that we grow a relationship with the Google Ads ecosystem every day that we pay for clicks. We are competing with longstanding advertisers who have collectively spent billions on highly-competitive clicks and have earned their top positions for popular searches. It takes time (and money) to compete on Google Ads, so get strategic. Aim for long-tail keywords that consumers would use to find your unique brand and offerings. Target those that are most profitable and optimise your ads regularly. Figure out exactly what works for you, and don’t spend a cent on the things that don’t. Showing up at the top of the page is like going viral, it’s not going to happen instantly, you’ve got to build a rep and experiment with what gets the best results. You have to earn it and that takes time.
1. Start by investing in the global leader of modern ads
Google Ads made a whopping $224 billion in 2022 just by collecting ad revenue from brands around the world. The closest runner-up was Meta (which owns Facebook & Instagram) with $113 billion generated from ad revenues in the same year. While traditional forms of advertising like television, print and radio respectively generated $157 billion, $47 billion and $23 billion globally in 2022. Google Ads is the undisputed leader of modern marketing.
Businesses invest more in Google because the ads pay for themselves, the average ROAS is 200%, which translates to earning $2 for every $1 spent on Google Ads.
2. Research is nothing without (Google) search
Google generates roughly twice as much revenue as Zuckerberg’s social media platforms due to the nature of search engine marketing. As a tech-obsessed society, if we are actively looking to research or buy anything online, we instinctively go straight to Google and ask for what we want. Google then uses artificial intelligence to ensure our desires become accessible in an instant. This, in turn, allows advertisers to direct their efforts towards those who are already actively searching for their products, services, offerings or brands.
3. Build awareness amongst all relevant audiences
Google is the world's most popular search engine, it processes billions of searches every day. By investing in Google Ads, brands gain access to an extensive network of websites, search results, and apps where ads can appear. With such a vast reach, your brand can tap into any target market, ensuring your message is seen by potential customers across the globe or exclusively by those in your local area. This dynamic exposure can help you increase your visibility, generate brand awareness, and capture the attention of the ideal audience.
4. Target ads towards consumers that matter the most
One of the standout features of Google Ads is its ability to deliver highly targeted advertising. Your brand can define your audience based on factors such as demographics, location, affinities, in-market interests and search behaviour. This precision targeting ensures that AI-enhanced ads are only displayed to those who are most likely to invest in your specific brand and unique offerings. By reaching the right audience at the right time, you can significantly improve your conversion rates and maximise the return on advertising investments. This works especially well for improving ROI because you only pay for ads when consumers click on them.
5. Customise ads with full flexibility & financial control
Google Ads offers businesses unparalleled flexibility & comprehensive control over their marketing campaigns. Your brand can set your own budget and bidding strategies, allowing you to optimise your ad spend according to specific goals and financial capabilities. Additionally, Google Ads provides various ad formats, including text ads, display ads, video ads, shopping ads, and more. This versatility enables your brand to choose the most suitable format for your offerings, ensuring that ads are visually engaging and responsively irresistible. Giving you the power to tailor campaigns to align with your unique KPIs and core objectives.
6. Easily measure results & ROI instantly
Unlike traditional advertising, Google Ads provides extensive real-time data on campaign performance. Brands can track key metrics such as impressions, clicks, conversions, revenue, and engagement rates, as well as the cost of clicks, conversions & more. This extreme level of transparent measurement allows you to gauge the effectiveness of your Google campaigns accurately, and see exactly how much website traffic & online revenue has been generated by each campaign and ad. By analysing the data, your brand can optimise your ads, identify areas for improvement, and allocate the budget more efficiently to maximise ROI and ROAS, as we have done for NAC. The ability to measure results and calculate return on investment at any point throughout the process makes Google Ads an invaluable tool for any brand looking to strengthen its marketing strategies and drive success online.
7. Take advantage of Google’s evolving dynamic tech
By continuously innovating and enhancing its advertising platform, Google Ads provides brands with new tools and features to maximise their profitability. From automated bidding strategies and ad extensions to advanced targeting options and ad customisers, Google Ads evolves to meet the ever-changing needs of brands and advertisers. By investing in Google Ads, you gain access to these cutting-edge features and can stay ahead of the competition. The platform's commitment to innovation ensures that you can continually optimise your campaigns and capitalise on the latest advertising trends and AI-infused technologies.
To summarise Google’s many advantages
Google offers us a world-leading marketing platform with comprehensive flexibility, precision targeting, unparalleled reach, innovative functionality & measurable results. All of this makes Google Ads the ultimate investment for brands who prefer transcending traditional ads by using modern digital marketing strategies that, if implemented properly, will lead to steady streams of profit and a sky-high ROI. By leveraging the power of Google Ads, brands can amplify their online presence, connect with the right audiences, and drive meaningful results. In today's competitive landscape, including Google Ads in your digital marketing mix is a wise decision that can lead to increased conversions, brand visibility, and sustained growth.
Reach out to Platinum Seed if you need help maximising ROI with SEM, SEO & Google Ads – AKA ROAS.
As the PS Google Ads expert, I live by (and for) these catchphrases
- Stop interrupting what people are interested in and be what people are interested in.
- Don’t push people to where you want to be, meet them where they are.
- Ignoring Google Ads is like opening a business, but not telling anyone.
- Less is more, but keeping it simple takes time and effort.