According to Google, ad campaigns are “A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings.” In short, Google Ad campaigns can be broken up into various types that allow marketers to test, target, and track their ads’ analytics. This tracking enables advertisers the freedom to set their budgets and the flexibility to use different ads to target specific consumers within the Google stratosphere. From the introduction of Google AdWords on October 23, 2000, through their name change to GoogleAds in June of 2019, to the present advances in their interface, Google Ad campaigns have continued to help countless businesses succeed in the online promotion of their products.
What the Experts say…
I contacted five e-marketing experts and asked what they believe the benefits of Google Ads are.
Ana Barrera, the director of Product and Content Marketing at Road America, explained, “There are many benefits of using Google Ad campaigns. One of the main reasons I use them is to achieve brand exposure to grow my business. They help support the business sales funnel, determining the path my prospects take on becoming customers. I have used different Google ads to increase brand awareness for my business and clients, and they have brought more profit to the company. This type of campaign is a tool I always keep in my back pocket.”
Daniel Khiyayev, CEO of PPCDan.net, added, “Google Ads provides one of the best ways to reach your target audience, as everyone is doing the searching for you. The intent is set in motion long before consumers see your ad.”
When speaking to Jessica Grenier, a Masters in Marketing candidate at FIU, she explained, “When using Google Ads, you have the advantage of generating targeted leads. Google Ads campaigns will help you attract the right target audience to your website. They display the ad you created to those searching for related information on what your company offers. Your Google Ad will be displayed to potential audiences, increasing the chances for lead generation.”
Professor Vivian Chen of FIU stated, “Google Ad campaigns are valuable tools for businesses to use to increase their website traffic. Keyword selection is vital, so that you can receive enough clicks to cover your ad expenses. Additionally, linking Google ads with your CRM allows you to better understand your customers, and market what they are interested in, so that you can enhance sales.”
According to Terry Reeves, a Google Ads grant consultant, “Google pioneered the pay per click model. Though it existed before Google, they have improved and revolutionized an ad platform that has made Google one of the world’s most profitable companies. It has also made an unknown number of individuals and businesses very successful.”
A Summary of Benefits
These experts shared quite a wealth of knowledge. Each one of them explained how Google Ads have been beneficial, highlighting different perspectives. They all agreed that Google Ads help businesses to grow in a positive manner. Ana Barrera spoke from first-hand experience, while the rest referred to benefits in a more general sense. Three of the experts agreed that utilizing GoogleAd campaigns can increase the generation of leads. There is, in fact, a specific type of campaign available for this purpose. According to AdExpresso.com, this type of campaign helps businesses “supply their salespeople with sales opportunities.” In addition to providing sales leads, correctly developed campaigns result in brand exposure. Although this exposure can be achieved through the use of nearly every type of service offered, it is accomplished explicitly by brand-engagement campaigns.
Reaching a target audience is another benefit that was mentioned multiple times. To reach them, however, it is crucial to understand who they are. Reviewing the analytics that are offered helps marketers understand who is viewing the ads and who is clicking on them. Such analytics results may help reach a target audience, providing a better idea of the relevant demographics. The option to link campaigns to CRM also allows a clearer view of the customer base, providing useful clues about improving ads. The more of a target audience viewing an ad, the more clicks that ad should receive. Google uses a PPC or pay-per-click model, only charging for clicks and not for impressions. As Professor Vivian Chen mentioned, these clicks then translate to another benefit, which is increased website traffic.
Tying all of these benefits together ultimately results in creating a monetary profit. What good is website traffic if it doesn’t result in sales? The process begins with ad creation and then proceeds through lead generation, brand exposure, reaching a specified target audience, presenting a product or service, and luring customers to a website. Each of these steps is designed for one primary purpose: to generate revenue. Google Ad campaigns are perhaps the easiest, most cost-effective way to reap this benefit. And the good news is that they are available to anyone with a Google account and even a modest budget.