Google Ads as a component of search engine marketing
In addition to SEO (Search Engine Optimization), i.e. optimization for normal search results, there is another discipline: SEA (Search Engine Advertising).
Search Engine Advertising is about the paid ads in Google or Microsoft’s Bing search.
Here, companies can buy advertising space and thus increase their visibility on the web.
, “But why should I spend any more money on online ads when I already have a website and a Google My Business listing?”
The answer: The Google Ads ads are still displayed above the regular Google results. Entrepreneurs who rely only on SEO are therefore not always visible at first glance. You have to hope for Internet users who keep scrolling down. It’s different with ads – they are immediately present.
Google Ads for Small Business
SEA is a big field. Corporations invest five to six-figure sums a month. SEA agencies keep an eye on the accounts, improve the advertising texts, search for new keywords and adjust the advertising strategy.
A retailer cannot keep up with either budget or time. But how do you participate anyway? A sensible solution in many cases:
Local SEA, i.e. local search engine advertising. With regional advertisements, costs and effort remain manageable. The strong geographical limitation to a city district, a postcode or a district as well as advertising texts with a strong local reference, which can even be written in dialect, enable entrepreneurs to lure customers into the shop on their doorstep.
With 500 euros, a company in the Local SEA can already win some new customers. With the ads you are directly present on Google. You have maximum control over the content and get immediate feedback on whether or not the content appeals to new customers.
Finding a suitable Google Ads agency is often not easy for small businesses.
For specialized Google Ads agencies, only projects with a four-digit advertising budget per month are often worthwhile. Google has recognized the problem and is investing in the development of automated ads for micro-businesses.
If you use a profile on Google My Business, you will already be offered the machine-generated ads. The program writes the advertising texts based on the set information about the company and places the ads when relevant keywords and the city are searched.
The advantage: The time required for entrepreneurs is limited, and they can also regulate the advertising budget on a monthly basis. If Google changes the specifications for the ads, they are automatically implemented. The disadvantages: loss of control and fewer opportunities to exploit the business niche and set yourself apart from the competition.
This is how Google Ads work
The ads at the search engine giant are called Google Ads. They are displayed above the normal search results. Advertisers pay for individual keywords, the keywords. If an Internet user searches for these words, the advertisements are shown to him.
The Google Ads auction
Companies do not pay a fixed amount for ads, only for the Internet users who actually clicked on the ad. When creating the ad, you need to specify how much you want to spend at most.
The prices are created through a sophisticated auction system. Depending on the keyword and industry, there are many competitors who all want to be found with their ads.
Those who are willing to pay the most for a potential customer’s click land higher up. The amount per click can range from a few cents to several euros.
But not only the price determines the position of the advertisement. The ads are also judged by Google’s quality factor.
The quality factor
The quality score is a rating of the relevance of the keywords, ads and landing pages on a scale from 1 to 10, where 10 means very good. Google assesses various criteria for this:
- The expected click-through rate, i.e. what percentage of all users to whom the ad is presented will click on it.
- The ad relevance, i.e. the thematic match of keywords, ad texts and content on the target page.
- The quality of the landing page, for example, very relevant content or fast loading times.
A high Quality Score ad costs less. The opposite applies: If an ad is clicked less than the competition, it loses quality and more and more money has to be offered for the keyword.