Benefits of Google Ads: 7 Reasons to Grow Your Business

The biggest benefit of Google Ads is that it delivers search visibility far faster than SEO does. A well-optimized campaign can target several keywords at once and appear at the top of the results page immediately. Below are seven concrete advantages the platform offers a business.

Why does Google Ads work faster than SEO?

Both SEO and Google Ads are search engine marketing strategies for generating more traffic and leads. However, a well-optimized Google Ads campaign can work much faster to win the most prominent position in search results.

Here is why it is faster and more effective:

• You can focus on more than one keyword at a time.
• Ads that appear at the top of the page gain instant visibility.

This does not mean you should ignore organic sources, since SEO has long-term benefits. But ads have a higher chance of driving more traffic and generating immediate leads. The platform is also more transparent: you know exactly what is happening with your ads.

Search engine optimization, on the other hand, is a long-term process even though it is very valuable. Ranking for any keyword takes perseverance, well-written articles and feedback, and even then it takes time for those pages to gain the necessary authority.

In simple terms, ads provide instant visibility at an immediate cost, whereas SEO gives you long-term success depending on the effort you put into the quality of your content. Rather than arguing the merits of one over the other, use both at the same time and stay realistic about the time frame and the effort or money each requires.

How does Google Ads build brand awareness?

Apart from increasing traffic, clicks and conversions, Google Ads is an effective way to tell people about your brand.

When it comes to SEO, your ranking also depends on the number of searches and the variations of your brand name. That is another reason to aim at increasing brand awareness with display ads as well as search ads.

How can you reach more customers through the Gmail inbox?

One of the most widely used forms of digital advertising in any business is email marketing, which is why Gmail ads can help too. In September 2015, Google integrated native Gmail ads into Google Ads and made them available to all advertisers. That means you can reach more customers directly from the Gmail inbox.

Gmail ads usually appear in the promotions tab, but you can sometimes see them in the social tab as well. They run on both desktop and mobile. Since Gmail ads are usually much cheaper than search ads, they are worth testing if you have a small budget.

How do you reconnect with your website visitors?

One of the biggest benefits of Google Ads is reconnecting with your website visitors.

Your site will have its share of window shoppers: people who browsed your pages but took no action. How do you remind them of you and of what you can do for them? Through remarketing and RLSA campaigns.

Display remarketing

This helps advertisers target visitors across different ad-supported websites using banner images. Say you run a travel business and a visitor searches for Thailand packages, then decides to leave without making a purchase. You can create a remarketing list to target that visitor again.

Similar to remarketing lists, you can also create suppression lists. These allow you to target new leads while avoiding ad spend on people who have already converted.

Search remarketing (RLSA)

RLSA stands for Remarketing Lists for Search Ads. As the name suggests, it runs remarketing campaigns on the search network, similar to display remarketing. The advertiser also needs to add keywords to this campaign. By doing so, Google Ads can match the user’s search query with both the keyword and the remarketing list, which helps it show relevant ads for each search query.

How do you measure performance continuously?

It is very difficult to measure the results of traditional advertising such as newspapers, radio, broadcast television, cable television, outdoor billboards and brochures. It is also much more expensive than Google Ads, and you cannot control your own budget in the same way. You also do not know the source of the leads coming from these media unless the client chooses to disclose it. As a result, calculating ROI from traditional media is very difficult.

Google Ads, by contrast, tells you exactly what is happening in the campaign:

• Who clicked on your ad?
• How many leads were generated?
• How much traffic came to your website from Google Ads?
• Which keywords generated and referred the most traffic?
• How much does each lead cost you?

This helps marketers understand what is working and what is not. Using that information, you can fine-tune your campaigns until you get the best results.

What does linking Google Analytics add?

There is a lot more to discover when you link your Google Ads account to your Google Analytics account. Ads is a great platform, but on its own it does not tell you what people do after they click. Google Analytics helps you understand:

• How long a visitor stayed on the page
• How many pages were visited
• Your landing page bounce rate
• Details about new versus returning visitors

By linking the two, you have far more data at your disposal. An advertiser can measure the performance of their Google ads more precisely, pause the keywords, campaigns or ads that are not performing, and try different variations to improve results. This data also helps you write more articles using the keywords that perform best for your business, which in turn can rank better in organic search.

How do you handle your competition?

When someone searches online for something related to your product or service and you are not advertising while your competitors are, that is a problem. You will lose business almost instantly.

You need to keep an eye on competitors to see how they are developing their business and what kind of ads they are running. The transparent system behind Google Ads helps you do that. Take the opportunities that come your way and set yourself apart from the competition.

Is Google Ads right for you?

The seven points above give you solid reasons to advertise on Google Ads. The remaining question is whether the platform makes sense for your business model, your product margins and your sales cycle. Answering that is the first step, before any campaign is built.