Blogs > How to Use Search Ads
How to Use Search Ads
March 19, 2015 Michael Bickerton
We all know “Google” and we all know that Google is the main search engine being used by Internet users across the globe. However, if you’re a small business and you have never tried or tested Adwords, you may be in for a bit of surprise if you want to use search ads.
Wikipedia describes Adwords as “an online advertising service that places advertising copy above, below, or beside the list of search results Google displays for a particular search query, or it displays it on their partner websites”. If you’re not familiar with how Google uses paid and organic search that allows users to find what they want when they want it, this video is a must view.
Search ads allow you to showcase your ads next to relevant Google search results. Search ads help you find targeted customers on all the platforms and devices they use to help them search for information. The result to retailers and small business is quite simple, testing and developing “keywords” & “keyphrases” that i) drive traffic and ii) drive sales.
Think with Google tells us that Google reaches “over 190 million people every month, making over 100 billion searches. That’s 80% of all Internet users. With Search Ads retailers can reach customers who want what you provide, exactly when they’re looking for you.” Big numbers to consider, especially considering that number grows all the time.
Marketers can track of search ads by running reports to see how your campaigns are performing, and there are a variety of Adwords tools to edit and improve ad performance. With a variety of tools at your disposure, you can maximize your budget, focus on key markets, and automate bids, based on a target return on investment.
Many of these tools are quite simple and others are quite complex. Here is the full list.
When retailers want, they can drive search quickly to a variety of pages, offers or other relevant pages. One of the most useful tactics is to use Google Adwords to engage customers during two very different periods. Period one, when the market for your specific product or service is slow, thereby driving new, found customers with discounts, offers or other new customer tactics. Period two, when the market for your specific product or service is busy and in demand, thereby driving new, found customers with stock, images or pricing tactics. It’s easy to be found, and make your introduction during the busy season, after all consumers are looking.
Google Adwords has a variety of settings for local marketers. Adwords has features called extensions. Not only do you have location opportunities, you have site extensions that would allow you to include a map to your store, but also call extensions (also called Click to Call) to drive calls to a specific number. You can review and measure these results as part of the report, so marketers can see what’s working and what’s not. Online reviews can be included as part of your ad, as well as part of your Google Places account.
On a separate note, we think that users may find this video quite useful when using Google Search. Hope this gives you some idea on how you might utilize Google Search, and how consumers will be using search.
I’m certain at this point that you can likely see how Google search ads (Google advertising) can work for retailers and small businesses and retailers. Finding customers who are looking for your product in your location, when they are looking, gives smart marketers the first opportunity for engagement.
I’m also certain that for many, Google Adwords may appear a touch overwhelming. As such, we recommend you reach out to a professional or an agency. When dealing with a professional, take the time to review the reports and learn about what keywords are driving clicks, where most of the clicks come from, what consumers are looking for, and what landing pages consumers are seeing. The online experience must meet with the searchers experience.
Keep in mind, Google has staff to assist you, especially when testing with Google Adwords, so give it a try. The take away here, Google’s goal is quite simple, Google wants “Mike to find what Mike wants when Mike wants it” … Search is one of the first marketing tactics that retailers and small business should utilize and master in as part of their marketing effort.
Go ahead, give it a try, search “Contest Marketing Agency” … you’ll see that Raven5 ranks in both results for organic search and paid search. Adwords really works.
Want to know more? Check out why Search should be your first move here!
Michael Bickerton, Raven5 Ltd. March 2015
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