You will have heard or read that currently, a business or company must absolutely have an Internet presence. Carrying out a commercial activity outside the web is inconceivable today, and even more so if the changes in consumption generated by the pandemic are taken into account.
What exactly does this mean?
Let's see. It is likely that when starting a business or company, you begin by creating a website, a profile on Linkedin, Facebook, Instagram, Youtube (depending on the activity) or Pinterest, among other networks related to your brand. The same applies to businesses or companies that already have a track record.
This set of actions designed to communicate your brand can be enhanced and amplified with the support of an Internet advertising strategy.
Precisely, this is what Google Ads is about, the digital advertising platform developed by Google that potentially reaches more than 90% of users with Internet access.
Google Ads is an advertising medium - just like television, radio or print media - that works on the Internet and has a characteristic that distinguishes it from other forms of advertising: your ads are shown only to people interested in your product or service.
This is a big difference compared to other advertising actions. Google Ads is based on active marketing, acting on an audience that already has a need. On the contrary, Facebook Ads performs passive actions, seeking to generate in the audience the need to consume our products or services.
Depending on the industry you are in, it is generally more efficient to resort to one type of marketing over the other to optimize resources. Then, when you exhaust one channel, you can venture into the next.
How does Google Ads work?
In summary, the circuit is as follows:
- A person does a search on Google. For example: “t-shirt factory” or “online English classes”.
- Different ads are shown and the person clicks on the one or ones that seem interesting to them.
- By clicking, the user enters the website and performs the inquiry or purchase action within the website.
All this happens under an auction model, where ads are shown based on an evaluation made by the system. Google Ads does not offer a “classified” type ad service; it is not a commercial guide where a fixed and determined space is acquired.
With each new search, an auction is activated that yields results based on two fundamental factors:
- It shows in the first places the advertisers who are willing to pay more for each click (CPC).
- It prioritizes advertisers with higher quality and relevance; this evaluation is done by the system and depends on the analysis of several factors..
Ads are not only published in the search engine, they can also appear on websites, mobile applications or in videos within Youtube.
Now, why is it necessary to run a Google Ads campaign if my brand name appears in the search results?
Undoubtedly, “searching for oneself” on Google is an action that can give us a quick diagnosis of the positioning our brand has acquired.
However, we must consider that the user does not always know us, meaning they will not always search for us by our company name. Generally, people use short phrases or loose words that may even have very little in common with our trade name.
That is why the campaign is configured with keywords that guide the search, thus reaching the largest number of interested people.
Is it better to optimize SEO or Google Ads?
SEO (Search Engine Optimization) is a set of actions aimed at improving the positioning of a website in the list of results on Google and other search engines.
It is composed of the results that appear below the search network ads.
If we make a comparative list between SEO and Google Ads, without a doubt, the fact that the former is free is an interesting point.
The issue is that it is increasingly difficult to rank on Google without advertising. Competition between companies in most sectors is growing, which is why SEO positioning is taken as a complementary strategy that yields long-term results.
Google Ads is comparable to an “exact” science”, in which every action and its result can be measured, budgets can be modified, keywords changed, audiences segmented, and, above all, comparisons made to always choose the most effective and profitable option.
Running a marketing campaign on Google Ads without technical knowledge is an almost certain loss of investment. Therefore, it is always advisable to have the advice of specialists who can guide and execute the campaigns.
We invite you to think together about the best strategy to grow online.
