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Navigating the world of Google Ads

We’ve all heard of Google Ads (formally known as Google AdWords) – but do we really understand it – probably not. It’s one of those things where you either know it inside out, or you steer clear. Which side are you on?

Google Ads can be confusing, especially understanding all the marketing jargon that comes along with it. But if you know how to use it, it can do some serious good for your business. With that, it means that if you aren’t setting it up properly, you could be wasting your money.

Learning the ins and outs of the system may take a bit more than a blog post, but for now we can shed some light on the reasons why you should take advantage of it and navigating the world of Google Ads.

So what are they and do they work?

According to a Hootsuite blog post, the short answer is - Google Ads is a paid online advertising platform offered by Google. The way it works is simple: When users search a keyword, they get their results of their query on a search engine results page. Those results can include a paid advertisement that targeted that keyword.

Google Ads is essential a pay-per-click (ppc) advertising system. It’s set up to give you fast result shortly after going live. The reports are transparent and easy to read – so you can easily understand how your campaigns are doing.

The biggest upside to running a campaign through Google Ads is that it will have a measurable ROI. It will provide tons of ppc metrics and give you details on what’s working and what’s not, allowing you to tweak and edit your campaign as you go.

There are different ways you can optimize your Google Ads campaign – one being to specify keyword matches. The reason this works so well is because if you know your business and your product well, you have a pretty good idea of what people would be asking and searching to get to your page. You can specify keyword matches to analyze what they are searching for and only reach a specific and targeted audience. SEO works in a similar way, crawling your website for similar keywords and relevant content – however, you just hope for the best with SEO and the growth and traffic results take longer.

Another useful aspect of Google Ads is having the ability to add ad extensions to your campaigns. What this is, is adding images, links, phone numbers, addresses or other information relevant to your business. It’s useful to the user because it provides all the information they need to make a decision and potentially become a quick lead.

Google Ads has the ability to narrow down your audience so specifically – down to location, time of day, language, device and more. It gives you the ability to target specific people who would benefit most from your product. Generally, it works faster than SEO – so while working on your websites SEO, you can put resources into a Google Ads campaign to get impressions and clicks immediately.

While Google Ads are a great use for your business and generating more traffic, it’s only alongside a healthy dose of other marketing, where it is truly optimized. Make sure you are putting your best efforts into your SEO, your content and taking the time to understand your analytics. Having good visibility on all levels will increase your reach and impressions at a consistent rate.

And hey, everyone’s doing it. Chances are, if it’s something you’re considering – your competitor is already doing it, so get on board!

Need help understanding Google Ads or creating a campaign? We’re happy to help. Send us an email at and we’ll give you the inside scoop.

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