Google Advertising: The Myth & The Power

 

Posted on Jul 11, 2017

As the world continues on its journey with the ever evolving ideal of digital marketing, there are certain revelations that can simply no longer be ignored. Google receives over 100 billion searches a month with 81% of shoppers conducting online research before making a purchase decision. In life, the motto of “you never get a second chance to make a first impression” is commonplace in any professional environment, so why should this be any different when it comes to a brand's online reputation?

Statistics show that the first position on Google search results has a 34.36% clickthrough rate, opening up a world of opportunity for brands hoping to win the online search war and secure a monopoly in their sector. With only 22% of businesses satisfied with their current conversion rates, it’s impossible to ignore a powerful phenomenon sure to secure you first place, Google pay per click (PPC).

Google Adwords is Google’s advertising platform for its search engine. Simply, these are ads which are shown in Google’s results when a specific keyword search is performed. The top 3 results displayed are typically ads, followed by “natural” search results. Pay Per Click refers to the charging system, meaning advertisers pay when viewers “click” on an Ad, at a pre-agreed rate, which could be anything from 1p to £100 per click. In this sense, advertisers effectively “bid” for the advertising space.

 

 

A USP With the PPC sensation is that you only pay when someone physically clicks on the ad, and not for people who may see it, but are not interested in looking further. Most advertising methods work on the basis of paying for information to appear in front of people regardless of whether they are actually interested or likely to respond, essentially, a shot in the dark. It becomes paramount to find a way to cut wasted costs and resources and ultimately, reduce advertising risk. As an extremely low threat method (provided you convert effectively) PPC opens up doors to reach those who are truly interested and allows you to quickly discover a correct strategy before investing large amounts.

A common misconception is that Google Adwords is not as effective as it once was. A driver of this myth is a shift by Google in the placement of some of its ads, with just 3 being shown above the natural search results, while the rest remain on the right, significantly enhancing click through rates for those on the left. More significant still is the impact of mobile phones. Only the left hand position ads show up on mobile searches, and with 65% of all searches now being conducted on mobile, the war of ad positioning has become ever more critical. Advanced methods allow Google Advertisers to ensure ads appear on the left as much as possible through optimisation for mobile phone use, specific keyword selection, improved quality score and most importantly, repeated testing and measuring.

Leah Hickey, Marketing Manager and Google Adwords expert at Why Media comments “With Google holding such a dominant stance in the search engine market, Adwords has become a consistent way for our clients to source valuable new leads and we have seen tremendous results from both our PPC and Display Ad campaigns. Keeping up with the changing digital world and the rise of mobile technology, we constantly adapt and tweak not only our ads, but also our bespoke website landing pages with compelling copy and call to action, to ensure maximum conversion and ROI for our clients”

To find out how Why Media can help you win the Google Search War, contact [email protected].