Last Updated on: 6th December 2023, 10:09 pm
Google Ads has come a long way from yet another channel in our marketing toolkits. These days, it can be a veritable lead generation facility that grows your business and grows with your business.
If you’re unsure if Google’s advertising platform is the right fit for your industry, let’s dive in! I’ll show you the top 5 ways Google AdWords helps you get more sales.
Keyword Intent Is One of the Main Google AdWords Benefits
You can try putting yourself in your leads’ shoes all day, but Google Ads is the only advertising platform that shows you what your leads need. You can create hyper-targeted campaigns based on the keywords your leads use.
For example, Facebook allows you to target the people who fit your audience. But only Google Ads enables you to reach the same people with offers that correspond to:
- The informational intent – leads who need more information, signified by keywords such as “what is” and “how to”
- Transactional intent – leads who want to perform a transaction, illustrated by keywords such as “plumbing quotes”
- Commercial intent – leads who want to purchase something, signified by keywords such as “best trainers”
- Navigational intent – searchers who want to find a specific brand, represented by brand name keywords such as “Coca-Cola”
For example, if you want to attract plumbing leads who are renovating a bathroom, you could create dedicated campaigns for different search intents:
- Campaign 1 – Informational intent – “How to add a toilet to an existing bathroom”
- Campaign 2 – Transactional intent – “Adding a toilet to existing bathroom cost”
Similarly, if you wanted to get more consultations for your therapy practice, you might target people who are more knowledgeable about the types of therapy they’re interested in.
Do you want to maximise your ROAS with Google Ads? Target high-intent keywords used by searchers who are ready to purchase. This is an excellent strategy for small business Google Ads budgets, making every penny go farther.
Google Ads Benefits Growing Businesses
One of the key Google AdWords benefits is that your account grows with you. Google Ads won’t just get leads through the door for you when you first launch your business. As your business and campaigns mature, you’ll optimise them to:
- Improve your lead quality (and quantity)
- Reduce your costs per click and acquisition
- Increase your impression share and reach higher SERP positions
- See results faster
Customer research is at the foundation of Google Ads. As I always tell my marketing coaching clients, there’s no substitute for understanding your audience. Once you know your most profitable customers, you can transform their buyer’s journey into your Google Ads keyword journey.
With your foundations in place, you’ll quickly scale up, down or sideways to branch into new markets.
A Constantly Expanding Product Suite
Google Ads isn’t a one-trick pony. They’re constantly launching new campaign types, display channels, and audience targeting options. I recently wrote about optimising your Performance Max campaigns, a catch-all campaign type.
While it pays to be careful with new campaign types, savvy advertisers can turn them into your competitive advantage.
While your competitors sit on the fence, wondering whether to reap the Google AdWords benefits, you’ll be navigating new channels to adapt to your audience’s preferences.
Google Ads Offers Measurable and Reliable Performance
Unlike SEO, which is prone to performance fluctuations, you can rely on Google Ads’ performance.
Once you launch and go through a few optimisation cycles, you’ll be able to generate a steady flow of top-quality leads while only optimising your campaigns.
(Of course, don’t hand over the reins to Google’s AI and expect steady performance! It’s not on the same level as Google Ads experts just yet.)
Similarly, you’ll be in total control; you control the budget and who the campaign targets.
- Lead group quality
- Cost per conversion
- Multi-touch-point campaign cost
And more! Your Google Ads KPI stack takes a while to set up, but once it’s in place, you’ll know exactly where your budget is going and where to optimise.
Reach Leads Who Didn’t Convert on the First Visit with Google AdWords Remarketing
A lead that didn’t convert on their first click-through isn’t a lead lost. If you use the Google Pixel or create your own first-party data lists, you’ll be able to reach the previously lost leads.
Google Ads remarketing is one of my favourite strategies as a Google Ads specialist. Remarketing ads (and Google Ads in general) are incredibly cost-effective, increasing your conversions along with brand awareness.
While the rules of the game have changed somewhat with the recent privacy updates, you can still leverage your proprietary data (CRM, lead gen forms, etc.) to convert leads.
For an additional revenue boost, use remarketing to maximise the lifetime value of your existing customers!
Show Up When Your Audience Needs You
… or your competitors will!
When your potential customers look for information or offers, the first place they turn to is Google. If your business advertises on Google Ads, you’ll show your audience that you’re serious, increasing their level of trust in you.
And with ads taking up the majority of prominent search engine results placements, you can’t afford to rely exclusively on SEO.
Instead, research your audience, understand the keywords they use when preparing to purchase and intercept them when they’re most willing to hear your offer.
Google Ads will work like a charm for your business!