How To Effectively Advertise on Google

Google is one of the largest and most recognizable search engines available on the internet today. In fact, it’s so engrained in our everyday lives that “Googling” has become a widely accepted verb and a standard part of colloquial speech. It goes without saying that if you want to be found, this is the place to set up shop.

Fortunately, Google is more than a search engine. No longer do you have to wait around for people to find your webpage by selecting it from thousands of similar search results. Now with Google Ads, you have more granular control over what is displayed, where and how it appears, and who is targeted. Of course, you can also manipulate the search algorithms to maximize your site visibility with search engine optimization (SEO).

First, you should get to know the many formats that Google offers. There are several available for use, but which one you select will depend on your campaign strategy. Here’s a brief list detailing some of the most common ad formats available on the platform:

• Search. These promoted links appear near the top of a list of search results. This is ideal for building awareness for your business in relation to a predetermined set of keywords.
• Shopping. The shopping tab in Google is perfect for advertising physical stock and the associated prices.
• Video. YouTube is a Google platform, so video ads often play before or during YouTube videos. This is an opportunity to express your creativity and push the boundaries of advertising.
• Local. Maybe you’re a small business that wants to target a local audience. Local services ad campaigns show up in maps to highlight nearby businesses.

While Google provides the necessary tools, it’s up to you to put them to work for you. Here are 4 quick tips for effective advertising on the platform.

1. Have a Clear Goal. Clear goals make it easier to measure your success. If you know what you want from your campaign up front, then you’ll be able to better tailor your content and target audience.
2. Avoid Google Ads Express. While it may be faster, Google Ads Express does not allow for fine-tuning of settings and metrics. It will be better in the long run to stick with Google Ads.
3. Target Long-Tail Keywords. Keywords can be pretty general and all-encompassing. Long-tail keywords are typically made by stringing shorter keywords together, making them much more specific and less competitive.
4. Embrace Automation. Google’s suite of tools will allow you to set up an automatic bid for ad space. This can save your business time and money.

Want to make the most of your marketing and advertising? Leave it to the professionals to get the most bang for your buck. Sumner Group offers consulting services for those who want to leverage our decades of industry experience. Get in touch with us today to learn more!