Entrepreneur & Business Owner Jesse Willms Lists Four Reasons Why Using Google Ads is a Smart Strategy
If you are considering using Google Ads (formerly known as Google AdWords) to market your business online, then you are definitely headed in the right direction — because when a Google Ads campaign is developed, implemented and optimized the right way, the results and ROI can be significant; and in some cases, remarkable.
According to Jesse Willms, a seasoned entrepreneur and business owner with a deep background in digital marketing from Las Vegas, Nevada, here are four reasons why using Google Ads is a smart strategy, and a valuable part of a robust and profitable strategic digital marketing mix:
Without question, the most compelling advantage of Google Ads is its fundamental affordability. For as little as few dollars a day, a business can find itself featured at the top of Google’s coveted first page. What is more, when advertising via the search network, businesses only pay for results. If nobody clicks their ad or ads, then they do not pay a cent regardless of how many times it is displayed.
“The bigger the budget the higher the visibility, and some sought after search terms — otherwise known as keywords — have a premium price tag,” commented Jesse Willms. “However, the fundamental point remains that Google Ads is incredibly affordable, which is why it’s so popular with small businesses.”
2. Measuring and Tracking
Another core advantage of Google Ads is the ability to measure and track performance at all levels, from large campaigns to single keywords. Compare this to conventional marketing and advertising like display advertising and TV/radio advertising, where figuring out the ROI can be fuzzy and difficult (if not impossible) to accurately calculate.
“Rooted in Google Ads’ inherent tracking capacity is the capacity to scale,” commented Jesse Willms. “For example, if a particular campaign is generating significant results, a business can simply add budget. They don’t need to spend days, weeks or months to scale. With Google AdWords, scaling up takes a matter of seconds.”
Google Ads enables businesses to specify how, when, and to whom their ads should be displayed. There are multiple options, including various keyword match types, geo-fencing (i.e. having specific ads display only in certain zip codes, cities, states or countries), ad extensions, platforms (e.g. search, display network, Gmail, etc.), and the list goes on.
“Flexibility is another area where Google Ads really shines, and is far more beneficial than many forms of conventional and traditional advertising,” commented Jesse Willms. “There are numerous ways to customize and optimize campaigns, and just as valuably, to understand why certain campaigns are outperforming others. This actionable intelligence can then be used to refine all campaigns, which ultimately translates into greater ROI.”
Search engine optimization (SEO) is widely and correctly viewed as the cheapest way to generate quality leads. However, there is a core drawback to SEO: it can take several months (or in some cases more than a year) for a business to push through its competitors, and establish a place on page one of Google. It also takes a significant financial investment in content creation such as web copy, blog posts, articles, social media content, and so on. Jesse Willms says Google Ads are like SEO on rocket fuel, because literally within hours (and sometimes minutes!) of launching a campaign, a business can show up on page one of Google for specific keywords.
“The message for businesses here is not necessarily to skip SEO and focus entirely on Google Ads,” commented Jesse Willms. “SEO is still the lead generation king when it comes to getting the most bang for the buck. But SEO can take a while to start delivering results. The best approach is to have a strong and supported SEO strategy, which is complimented by a targeted and optimized Google Ads strategy. It’s not a question of one versus the other, but how they can both work together to do what matters most: generate high quality leads that eventually convert into profitable and happy customers!”