Google AdWords is the leading online advertising platform and is based upon Google’s Chrome browser, which processes 3.5 billion searches per day, world wide. This scope allows advertisers to piggyback their ads on top of relevant searches.
A common question that advertisers ask us is: “How do I carve-out a relevant portion of those 3.5 billion searches to reach my audience?” Another one is: “Why should I advertise on Google when there are so many other options (Facebook, Instagram, LinkedIn, Pinterest, Twitter, Snapchat, etc.)?”
The answer to those questions have to do with Scale, Advertising Platform Maturity, and Audience Targeting.
Google’s Chrome browser is the world’s most-used tool to browse the web. From a share of searches made, it captures 79.88% of world wide search traffic (July 2016). That is eight times more than its next competitor (Bing).
Advertising Platform Maturity
Google AdWords was launched in 2000 with 350 advertisers. Today, there are over 1 million advertisers (which, depending upon how you look at it, can be positive [platform maturity, funding for advertiser support] or negative [bidding competition for keywords]).
The AdWords platform has grown to be, in our opinion, the most complete and best supported online advertising medium. It is the only one that provides phone support to advertisers (as a Google Partner, our wait times run around 60 seconds) and gives unprecedented access to virtually everyone who uses the internet.
Google is constantly upgrading their advertising platform to make ads more effective and rewarding advertisers who deliver the highest quality experience.
With all of those people using Google’s browser, how do you fine-tune an online advertising strategy to reach only prospective customers?
An advertiser has to be able to articulate their strategy. Are you trying to reach people everywhere in the sales funnel (Awareness, Consideration, Purchase)? What’s your geographic area? How much are you willing to invest to get one lead?
If you are pursuing a branding strategy to develop Awareness in your market, you can use all of the Google advertising properties (Google Chrome browser, YouTube [the browser with the second most traffic], Google Display Network [websites that accept advertising]). You select top-of-funnel search terms and drive traffic to the “explainer” part(s) of your website.
If you are looking for people in the Consideration funnel section, you will use terms that indicate a higher knowledge level, i.e., your brand names and those of your competitors, phrases relating to case studies, testimonials, white papers, reviews, and “near me” searches.
In order to make the Purchase phase frictionless, your website has to have a clear and simple path to purchase online or to contact a salesperson. This is especially important on mobile devices, as they are reliant upon mobile networks, which can have spotty coverage or “throttled” bandwidth. Studies show that a person’s attention span is lower on a mobile device, as 50% of visitors will abandon your site if it takes more than three seconds to load.
If you would like to advertise to people who already know of your company, you’ll want to upload your email list to the Google AdWords platform. This will allow you to create a Custom Audience to which you can tailor your messages. If you are an eCommerce vendor, you can also tailor ads to those who have abandoned shopping carts. Once you have tested the response of a Custom Audience, you can scale-up by creating a Lookalike Audience.
Although there are a number of online advertising platforms available, we feel that Google AdWords is a first pick due to its scale, advertising platform maturity, and audience targeting capability.
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