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How Search Advertising Works and Google PPC Essentials

In the current time of global lockdowns, a robust digital strategy is becoming increasingly more pertinent for business success. However, many small business owners still make the decision to scale back on digital advertising, likely because digital advertising results in little bang-for-buck when not implemented correctly.


When included as part of a holistic marketing campaign, digital advertising can yield significant results. Search Advertising, in particular, has many cross-channel advantages. Business owners can quickly improve their brand image, zone-in on the correct marketing techniques, and save precious time.





How exactly does it work?

Google looks to connect its users with the most relevant information. This is accomplished through the use of keywords. Businesses can use their budget effectively by including keywords that match their product or service with the need that they are looking to fulfill.


Search Advertisements can be turned on and off as one pleases. Ads can be set in different locations and at different times to target consumers at the right moments. For example, the owner of a coffee shop may choose to advertise during rush hour, to attract consumers in the morning on their way to work. They may decide to limit the search to a one-kilometer radius to focus exclusively on individuals who live or work locally.


Search advertisements via Google come in many different forms. Text ads, dynamic search ads, and call-only ads are the type most popularly used. They may contain additional information through the option of ad extensions. Ad extensions allow sellers to incorporate additional information into their ads, such as contact information and product reviews. In contrast, shopping ads feature direct links to products available for purchase. Often these will be labeled with “sponsored.” The additional option of image and video ads can also be used through search advertising.

Implementing search advertising can be challenging. Because it is difficult to generate leads with the first keywords you try, small businesses may benefit from using Google PPC (pay-per-click) Advertising.


PPC is a gamechanger


PPC is a flexible tool because you will only have to pay when your ad is clicked. Thus, you do not have to spend as much money on the initial ad copy. The tracking conversion feature means that users can measure results and see what key words working and which are not. This allows you to save money while testing different keywords. Your business can create multiple versions of an ad to see what works best.


You will identify customers who are ready to buy

PPC advertising improves your bottom line by reducing the need for retargeting efforts. Advertisers can view the number of users who have clicked based on specific keywords. As a result, you can modify the offering to better match the needs of consumers, free of any additional cost.


Traditional marketing takes a long time to generate leads, regardless of the keyword strategy used. Conversely, a strong PPC strategy can create an instantaneous spike in traffic overnight. This is because PPC offers a refined audience targeting method, which will ultimately boost relevant searches.


Unlike other forms of digital marketing, PPC allows for business owners to be extremely strategic. PPC advertising allows for the use of long-tail keywords: terms that are longer and more specific. These searches match what your audience is searching for more carefully than a general search. Consequently, your page will be closer to the top - attracting customers who are interested in precisely what you are offering.


PPC can be highly cost-effective

You can spend more effectively by focusing your budget exclusively on consumers who have demonstrated interest. Individuals who use search advertising are likely in the early stages of a purchase decision and be can more easily be influenced. Once you know who your interested audience is, you can spend time improving your website and other components to turn leads into sales.


Additionally, you will save through increased control in your own advertising budget. PPC gives the opportunity to say goodbye to unexpected expenses as you can set a budget cap.



Search advertising improves brand strength

PPC advertisements can increase brand awareness over a more extended period. This is because consumers may not choose to click on an ad every time it appears. However, this means that consumers may be exposed to a brand multiple times without the business ever spending any money. Consumers will keep your brand in the back of their mind and ultimately decide to revisit the brand when they realize your offering is just what they need.



Google PPC also provides the opportunity to include search partners. Google partners with thousands of organizations who comply with their ad policies to share one’s message. Exposure to consumers through a broad array of websites may be helpful in generating initial interest and brand recognition.


-> PPC is not just for boosting online sales; a strong digital strategy can help drive consumers in-store as well <-


An easy way to boost digital engagement

Search engine marketing, social media marketing and video advertising are all elements of digital engagement that increase revenues and access new customers. A recent Deloitte study has demonstrated that strong digital engagement increased the revenue of small businesses by 28% overall, and by 60% per employee. This is because strong search advertising in combination with other elements is memorable in the eyes of consumers. Cross-functional efforts create a strong brand image by delivering a consistent message. Not only will PPC drive online sales, but by developing better brand awareness, you will benefit through increased sales across all channels.



PPC is the simplest way to step up your digital strategy without spending copious amounts on marketing. This way, you can focus your energy on the things that matter – and let the customers come to you.

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