Online advertising is a form of marketing that uses the internet to deliver promotional messages to potential customers.
Online advertising can help you achieve various business and marketing goals, such as increasing brand awareness, generating leads, driving sales, and growing your online presence.
However, online advertising can be challenging, especially if you don’t have the time, skills, or resources to do it properly. That’s why many businesses choose to advertise on Google, the world’s most popular search engine and online advertising platform.
Google offers various online advertising solutions that can help you reach your target audience, optimize your budget, and measure your results.
In this article, we will show you how to use Google Ads, Google My Business, and Google Marketing Platform to create and manage effective online advertising campaigns for your business.
We will also cover the benefits, costs, and best practices of each service, as well as some examples of successful advertising campaigns on Google.
Google Ads
Google Ads is Google’s pay-per-click (PPC) advertising platform that allows you to create and display ads on Google and its partner websites, apps, and devices.
You only pay when someone clicks on your ad, which means you can control your budget and target your audience effectively.
Google Ads can help you achieve various business and marketing goals, such as:
- Increasing brand awareness: You can show your ads to people who are searching for keywords related to your business, industry, or products on Google. You can also use display ads, video ads, and shopping ads to showcase your brand and products on other websites and platforms.
- Generating leads: You can use search ads, display ads, and call ads to drive people to your website, landing page, or phone number, where they can sign up for your newsletter, request a quote, or book a consultation.
- Driving sales: You can use search ads, display ads, shopping ads, and app ads to drive people to your online store, product page, or app, where they can make a purchase, download, or subscription.
- Growing your online presence: You can use search ads, display ads, video ads, and app ads to drive people to your website, blog, social media, or app, where they can learn more about your business, engage with your content, or follow your updates.
The benefits of using Google Ads for your business include:
- Reaching a large and relevant audience: Google has over 3.5 billion daily searches and reaches over 90% of internet users worldwide. You can use Google Ads to show your ads to people who are searching for your products or services, or who are interested in your industry or niche.
- Using advanced targeting options: You can use Google Ads to target your ads based on various factors, such as keywords, location, language, device, time, demographics, interests, behavior, and more. You can also use remarketing to show your ads to people who have visited your website or app before, or similar audiences to find new customers who are similar to your existing ones.
- Controlling your budget and performance: You can use Google Ads to set your own budget and bids, and adjust them at any time. You can also use Google’s smart bidding strategies, such as maximize conversions, target CPA, target ROAS, or target impression share, to optimize your bids and performance automatically. You can also use Google Analytics, Google Tag Manager, and Google Data Studio to track and measure your results and ROI.
- Accessing various ad formats and features: You can use Google Ads to create different types of ads, such as text ads, image ads, video ads, shopping ads, app ads, call ads, and more. You can also use various ad extensions, such as sitelinks, callouts, structured snippets, location, call, price, and promotion, to enhance your ads and provide more information to your customers.
The costs of using Google Ads for your business depend on various factors, such as your industry, competition, keywords, ad quality, and bidding strategy.
However, the average cost per click (CPC) on Google Ads is between $1 and $2 on the search network, and less than $1 on the display network. The most expensive keywords on Google Ads can cost up to $50 or more per click.
The best practices of using Google Ads for your business include:
- Conducting keyword research: You can use tools like Google Keyword Planner, Google Trends, and Google Search Console to find and analyze the best keywords for your business, industry, and products. You should use a mix of broad, phrase, exact, and negative keywords to match your ads with the right search queries and avoid irrelevant ones.
- Creating relevant and compelling ads: You should use clear and concise language, include your keywords, highlight your unique selling proposition, and include a strong call to action in your ads. You should also use ad variations and responsive ads to test and optimize your ad copy and performance.
- Optimizing your landing pages: You should make sure that your landing pages are relevant, fast, mobile-friendly, and user-friendly. You should also use clear and consistent headlines, subheadings, images, and CTAs, and provide valuable and persuasive content to your visitors. You should also use landing page optimization tools, such as Google Optimize, Unbounce, and Instapage, to test and improve your landing page conversions.
- Tracking and analyzing your results: You should use Google Ads reports, Google Analytics, Google Tag Manager, and Google Data Studio to track and measure your Google Ads campaigns and goals. You should also use conversion tracking, attribution models, and experiments to understand and optimize your customer journey and ROI.
Some examples of Google Ads campaigns for different industries and goals are:
- Home Services: A plumbing company can use Google Ads to generate leads and sales by bidding on keywords like “plumber near me”, “emergency plumbing service”, or “plumbing repair”. They can also use call ads to allow customers to call them directly from the search results, and location extensions to show their address and directions. They can also use remarketing to show their ads to people who have visited their website or requested a quote before, and similar audiences to find new customers who are similar to their existing ones.
- Healthcare: A dental clinic can use Google Ads to increase brand awareness and bookings by bidding on keywords like “dentist in [city]”, “teeth whitening”, or “dental implants”. They can also use display ads, video ads, and shopping ads to showcase their services and products on other websites and platforms. They can also use callouts extensions to highlight their special offers, promotions, or guarantees, and promotion extensions to show their discounts or coupons.
- Law Firms: A personal injury law firm can use Google Ads to drive traffic and conversions by bidding on keywords like “personal injury lawyer”, “car accident attorney”, or “slip and fall lawyer”. They can also use display ads, video ads, and app ads to reach potential clients who are interested in their niche or industry. They can also use structured snippets extensions to show their areas of practice, and call extensions to allow customers to call them directly from the search results.
Google My Business
Google My Business is Google’s free tool that allows you to create and manage your business profile on Google. Your business profile shows up on Google Search and Maps, and provides your customers with important information about your business, such as your name, address, phone number, website, hours, reviews, photos, and more.
Google My Business can help you achieve various business and marketing goals, such as:
- Increasing brand awareness: You can use Google My Business to show your business profile to people who are searching for your business, industry, or products on Google. You can also use posts, photos, and videos to showcase your brand and products, and attract more attention and engagement.
- Generating leads: You can use Google My Business to drive people to your website, You can use Google My Business to drive people to your website, phone number, or location, where they can learn more about your business, products, or services. You can also use messages, offers, and bookings to connect with your customers and generate leads.
- Driving sales: You can use Google My Business to increase your sales and conversions by showing your products, prices, and availability on your business profile. You can also use reviews, ratings, and Q&A to build trust and credibility with your customers and encourage them to buy from you.
- Growing your online presence: You can use Google My Business to grow your online presence and reputation by managing and responding to your reviews, ratings, and Q&A. You can also use insights and analytics to understand and improve your performance and customer satisfaction.
The benefits of using Google My Business for your business include:
- Reaching a large and local audience: Google My Business allows you to show your business profile to people who are searching for your business, industry, or products on Google, especially in your local area. You can also use local services ads, local campaigns, and smart campaigns to reach more local customers and drive more actions.
- Using free and easy tools: Google My Business is free and easy to use, as you only need to create and verify your business profile, and update it regularly with relevant and accurate information. You can also use the Google My Business app to manage your profile on the go, and the Google My Business website to access more features and resources.
- Accessing various features and integrations: Google My Business offers various features and integrations that can help you enhance your business profile and online presence, such as posts, photos, videos, products, services, offers, messages, bookings, reviews, ratings, Q&A, insights, analytics, and more. You can also integrate your Google My Business profile with other Google products and services, such as Google Ads, Google Maps, Google Search, Google Analytics, and Google Webmaster Tools.
The costs of using Google My Business for your business are minimal, as the service is free and does not require any ad spend.
However, you may incur some costs if you use other Google products and services that are integrated with Google My Business, such as Google Ads, Google Maps, Google Search, Google Analytics, and Google Webmaster Tools.
The costs of these products and services depend on various factors, such as your industry, competition, keywords, ad quality, and bidding strategy.
The best practices of using Google My Business for your business include:
- Creating and verifying your business profile: You should create and verify your business profile on Google My Business, as this will allow you to show up on Google Search and Maps, and access more features and benefits. You should also make sure that your business information is complete, accurate, and consistent across all platforms and channels.
- Updating and optimizing your business profile: You should update and optimize your business profile regularly with relevant and fresh information, such as your hours, photos, videos, products, services, offers, posts, and more. You should also use keywords, categories, and attributes to help your customers find you and understand what you offer.
- Managing and responding to your customer feedback: You should manage and respond to your customer feedback, such as reviews, ratings, and Q&A, as this will help you build trust and loyalty with your customers and improve your online reputation and ranking. You should also encourage your customers to leave feedback, and thank them for their positive feedback, and address their negative feedback professionally and politely.
- Tracking and analyzing your results: You should track and analyze your results using Google My Business insights and analytics, as this will help you understand and improve your performance and customer satisfaction. You should also use conversion tracking, attribution models, and experiments to understand and optimize your customer journey and ROI.
Some examples of Google My Business profiles for different industries and goals are:
- Restaurant: A pizza restaurant can use Google My Business to increase its brand awareness and sales by showing its business profile to people who are searching for pizza or restaurants in their area. They can also use photos, videos, products, and offers to showcase their menu and specials, and reviews, ratings, and Q&A to build trust and credibility with their customers. They can also use messages, bookings, and local services ads to connect with their customers and generate orders and reservations.
- Retail: A clothing store can use Google My Business to increase its traffic and conversions by showing its business profile to people who are searching for clothing or fashion in their area. They can also use photos, videos, products, and offers to showcase their inventory and promotions, and reviews, ratings, and Q&A to build trust and credibility with their customers. They can also use messages, bookings, and shopping ads to connect with their customers and generate sales and appointments.
Google Marketing Platform
Google Marketing Platform is Google’s suite of integrated marketing tools that help you plan, execute, measure, and optimize your online marketing campaigns.
It includes tools such as:
- Google Analytics: Google Analytics is a web analytics tool that helps you measure and analyze your website traffic, conversions, and user behavior. You can use Google Analytics to track and evaluate your online marketing campaigns, such as Google Ads, Google My Business, email marketing, social media marketing, and more. You can also use Google Analytics to create custom reports, dashboards, and segments, and get insights and recommendations to improve your website and marketing performance.
- Google Tag Manager: Google Tag Manager is a tag management tool that helps you manage and update your website tags, such as Google Analytics, Google Ads, Facebook Pixel, and more. You can use Google Tag Manager to add, edit, and remove tags on your website without coding, and to track and measure your website events, such as clicks, form submissions, downloads, and more.
- Google Optimize: Google Optimize is a website optimization tool that helps you test and improve your website design, content, and user experience. You can use Google Optimize to create and run experiments, such as A/B tests, multivariate tests, and redirect tests, and to personalize your website for different audiences, such as location, device, behavior, and more.
- Google Data Studio: Google Data Studio is a data visualization and reporting tool that helps you create and share interactive and customized reports and dashboards. You can use Google Data Studio to connect and integrate your data sources, such as Google Analytics, Google Ads, Google Sheets, and more, and to visualize and analyze your data using charts, tables, maps, and more.
- Google Surveys: Google Surveys is a market research tool that helps you get feedback and insights from your target audience. You can use Google Surveys to create and run online surveys, such as customer satisfaction, brand awareness, product feedback, and more, and to reach and survey your audience on Google, YouTube, and other websites and apps. You can also use Google Surveys to analyze and report your survey results and insights.
Google Marketing Platform can help you achieve various business and marketing goals, such as:
- Increasing brand awareness: You can use Google Marketing Platform to measure and improve your brand awareness and reach on various online platforms and channels, such as Google, YouTube, social media, email, and more. You can also use Google Marketing Platform to create and share engaging and interactive reports and dashboards that showcase your brand and products.
- Generating leads: You can use Google Marketing Platform to measure and improve your lead generation and conversion on your website and landing pages, as well as on other online platforms and channels, such as Google Ads, Google My Business, email, social media, and more. You can also use Google Marketing Platform to test and optimize your website and landing pages, and to personalize your website for different audiences.
- Driving sales: You can use Google Marketing Platform to measure and improve your sales and revenue on your online store, product page, or app, as well as on other online platforms and channels, such as Google Ads, Google My Business, email, social media, and more. You can also use Google Marketing Platform to track and evaluate your customer journey and ROI, and to get insights and recommendations to improve your sales and revenue.
- Growing your online presence: You can use Google Marketing Platform to measure and improve your online presence and reputation on various online platforms and channels, such as Google, YouTube, social media, email, and more. You can also use Google Marketing Platform to get feedback and insights from your target audience, and to create and share engaging and interactive reports and dashboards that showcase your online presence and reputation.
The benefits of using Google Marketing Platform for your business include:
- Reaching and engaging your target audience on the most popular and trusted online platform, where they are searching or browsing for products or services like yours.
- Using advanced data and analytics tools to measure and improve your online marketing performance and ROI, as well as to gain valuable insights and data to improve your decision making and marketing performance.
- Using integrated marketing tools to plan, execute, measure, and optimize your online marketing campaigns across different platforms and channels, such as Google Ads, Google My Business, email, social media, and more.
- Using website optimization and personalization tools to test and improve your website design, content, and user experience, as well as to personalize your website for different audiences and goals.
- Using market research and survey tools to get feedback and insights from your target audience, and to understand their preferences, behaviors, and intents.
The costs of using Google Marketing Platform for your business depend on various factors, such as your industry, competition, keywords, ad quality, and bidding strategy.
However, some of the tools and features of Google Marketing Platform are free or have free versions, such as Google Analytics, Google Tag Manager, Google Optimize, Google Data Studio, and Google Surveys.
Some of the tools and features of Google Marketing Platform have paid versions or plans, such as Google Analytics 360, Google Optimize 360, Google Surveys 360, and Google Marketing Platform Partners.
The prices of these paid versions or plans vary depending on the size and scope of your business and marketing needs.
Some examples of Google Marketing Platform campaigns for different industries and goals are:
- E-commerce: An online clothing store can use Google Marketing Platform to increase its sales and revenue by using Google Analytics to track and measure its website traffic, conversions, and revenue, and to create custom reports and dashboards. They can also use Google Tag Manager to manage and update their website tags, such as Google Ads, Facebook Pixel, and more. They can also use Google Optimize to test and improve their website design, content, and user experience, and to personalize their website for different audiences and goals. They can also use Google Data Studio to visualize and analyze their data using charts, tables, maps, and more. They can also use Google Surveys to get feedback and insights from their customers, and to understand their preferences, behaviors, and intents.
- Education: An online course provider can use Google Marketing Platform to increase its brand awareness and leads by using Google Analytics to track and measure its website traffic, conversions, and user behavior, and to create custom reports and dashboards. They can also use Google Tag Manager to manage and update their website tags, such as Google Ads, Facebook Pixel, and more. They can also use Google Optimize to test and improve their website design, content, and user experience, and to personalize their website for different audiences and goals. They can also use Google Data Studio to visualize and analyze their data using charts, tables, maps, and more. They can also use Google Surveys to get feedback and insights from their potential students, and to understand their preferences, behaviors, and intents.
Conclusion
Advertising on Google is a form of online advertising that allows you to display your ads on Google and its partner websites, apps, and devices.
You can use Google Ads, Google My Business, and Google Marketing Platform to create and manage effective online advertising campaigns for your business.
By advertising on Google, you can leverage the power and reach of Google to grow your business online. You can increase your visibility, traffic, and sales on Google, as well as build your brand awareness and loyalty among your target audience.
In this article, we have provided you with a comprehensive guide on how to advertise on Google and boost your sales.
We have also covered the benefits, costs, and best practices of each service, as well as some examples of successful advertising campaigns on Google.