Google Ads is the advertising network of Google (formerly Google AdWords). It is an essential digital marketing tool for developing or asserting your presence on the Internet. Discover in this article, written by our SEA experts, the main advantages of using Google Ads.
Why use Google Ads? Discover the main advantages
LEADER OF SEARCH ENGINES
Today, Google is the world's No. 1 search engine in the world, with more than 93% market share (PDM). It is far ahead of Bing (4.5% of PDM) and Yahoo (1.65% of PDM). It records 6.9 billion requests per day and 20 billion sites visited each day.
Thus, Google is the go-to search engine for online advertising. It offers advertisers powerful visibility to a maximum number of Internet users.
Namely, more than 64% of people who search on Google click on Google Ads. The ads, in addition to good visibility, therefore have an interesting click-through rate.
VERY PRECISE TARGETING
Google Ads offers very precise targeting. Indeed, the advertiser targets a list of keywords or expressions related to his ad. Then, its ads are shown only when people search Google for a query containing those specific keywords or phrases.
Thus, the ads are displayed only to Internet users who are interested in the services or products requested. Therefore, advertisers get qualified traffic related to their industry.
In addition to keywords, Google Ads offers other targeting methods : ad location (search and display networks), demographics (age range, geography, and language), delivery schedule (days, times, and frequency of broadcast) and devices (mobiles, tablets and computers).
A CONTROLLED BUDGET
Google Ads allows you to fully control your advertising budget. Indeed, the advertiser determines the average amount he wishes to spend per day. We talk about an “average” amount because Google can exceed this price on certain days and be below it on other days. Overall, at the end of the month, the targeted monthly budget is respected by Google.
No minimum spending threshold is required. It is thus possible to launch an advertising campaign with a small budget.
In addition, Google Ads is a result-based advertising system. That is to say that the advertiser pays only for the number of clicks on his ad. Note that the cost per click is based on the bids of all advertisers.
A QUANTIFIABLE ROI
At any time, Google Ads makes it possible to measure the ROI (Return on Investment or “return on investment” in French). The advertising network offers a wide range of indicators to measure the success of a campaign: number of impressions, number of clicks, average cost per click, conversion rate, etc.
These indicators make it possible to precisely measure the results of a campaign and therefore to calculate its ROI. Thus, if it is not optimal, it is possible to modify the keywords or other parameters of the campaign and adjust the strategy. Google Ads campaigns are therefore often quickly profitable.
QUICK RESULTS
Unlike SEO, Google Ads campaigns deliver quick results. An ad can be found on the 1st page of Google 24 hours after the start of a campaign. This advertising network makes it possible to set up distribution boosts to increase the visibility of advertisers at specific and important times.
In addition, Google Ads allows you to position yourself on very competitive keywords for which it would be difficult to emerge with natural referencing.
Finally, even if the results are quick and effective, they do not dispense with developing an SEO strategy . Indeed, SEO and SEA strategies are complementary.
These 5 advantages are the main ones of Google Ads. Obviously, the advertising network has many others: easy management, possible modifications at any time, many features, choice of an auction strategy, standby, different formats, remarketing, etc.