Search engines have always been a part of the Web landscape as increasing complexities of retrieving information from the Web make it more difficult for regular users. In the past, the toss-up for search supremacy has been pretty neck-and-neck. Now Google is the acknowledged king of the hill.

Google has so far been a rising meteor as dot-com companies go. When the bubble burst on tech stocks, Google navigated to safer waters with its savvy marketing, shrewd technological advances, and a gamut of user-friendly features that cater to the whim of its consumers.

Most of the revenue of Google comes from solicitations from its clients through the use of Google Ads. Tied with its Search Engine function, Google Ads piggybacks on the search results to allow the user to go to a relevant company website.

Google Ads can be described as a pay-per-click service that can draw traffic to client websites. Depending on the client’s budget, Google can scale the ad’s exposure, leveraging its frequently used search engine to draw interest from consumers.

Advantages of Google Ads include:

  1. Reach. Ads claims that about 80% of internet users alone and uncountable browsers abroad can be reached through its advertising on the Google Search Engine. This is a powerful advantage when on a budget but needs to reach as many people as possible to get the fastest returns.

Google is a well-known household word. Brand retention is high and is one of the first engines to be used online for searches. Furthermore, its affiliation with other major and strategic search engines means that Ads can also appear on those sites, exponentially increasing exposure.

  1. Cost. The cost of using Ads is, in a word, manageable. Cost is a primary concern for companies, and here Google’s strategy makes it easy for users to control their costs.

Google only charges clients of Ads for every click on the client’s website. There is no minimum cost for usage, and the client can specify how much their budget is per day, between 1 US cent to $100 per click.

  1. Timing. Google Ads places the advertiser in the right place at the right time. The customer is on Google looking for something to answer a question or find out about an item. This places the browser in a mood that is open to selling offers. Adverts are where selling decisions are constantly being made.
  2. Flexibility. Ads can get up on the Web in as little as 15 minutes. When consumer behavior trends change, Ads advertisers are agile enough to change with them at the turn of a dime. Changing Ads is free.

Furthermore, Google is present in other geographical locations and languages. Ads can also specifically target these users depending on the campaign.

  1. Tutorials. Ads has a large array of help and tutorials available to the starting advertiser. The user can even control the cost of advertising for initial experimentation and eventually kick up the cost once confidence in the engine increases due to actual results.
    Disadvantages of using Ads may include:
  2. Every click on the company website is a charge on the company’s part. Even if the browser makes a purchase or not from the site. Depending on the product, your visitors can vary, ranging from your competition to researchers to kids having a ball.
  3. Delinquency in payments for Ads can immediately remove your presence from the Google web engine.
  4. Google Ads share no competitor data comparison. As a company policy, Google does not disclose the performance of other companies that may have the same service or product as yours.
  5. Advertising strategies on Google Ads still have to be well planned to garner an effective response from the consumer.
  6. Ads must be considered one of several tools to promote the company or get people to go to their site. Alternative methods can include email, and instant messenger, the best being by word of mouth, passed on from one user to another.
  7. At the minimum, the copy space for Ads is 70 characters, so choose your words carefully to maximum effect.

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