Most likely not, it is not enough. At least not in the short term. In a competitive market, where every day millions of people search for your product, you risk being left out if you do not use the right techniques and platforms. One of the arrows in your bow comes from the world of Google and is the Google Ads advertising platform.
What is Google Ads
Google Ads is the advertising campaign management tool , a platform capable of reaching millions of people around the world every day, the most powerful advertising tool thanks to 20 years of experience and billions of acquired data, but also highly complex.
Thanks to Google Ads you can intercept people at the very moment they are looking for products or services ( conscious demand ) or while they are viewing content on the web, thus stimulating an interest ( latent demand ).
When you intercept aware users who are actively searching for something or asking a specific question, conversion becomes easier. But the real power of Google Ads is being able, through a well-considered strategy, to intercept even latent demand by acting on the interests that the search engine has intercepted and catalogued for each of us over the years.
How Google Ads Works: Types of Campaigns
Google Ads offers advertisers different types of campaigns that respond to different needs depending on the chosen strategy. If you have a clear objective, but you do not know which type of campaign is best suited, Google Ads will first ask you to choose the purpose of your ads and, for each of these, it will suggest the most suitable type of campaign.
Campaigns to intercept informed demand
In order to reach those who are actively searching for a product or service on the search engine, you have the possibility to choose between the following campaigns:
Search (or Search Network),
Shopping (replaced by Performance Max)
These types, the most well-known because you encounter them every day during your navigation in the search engine, allow the ads to appear on the SERP ( Search Engine Results Pages ) that are displayed when a user performs a search using a specific query.
If you have an e-commerce and want to offer your products, for example, the most used and effective campaigns could be the Performance Max because they activate the product sheets relating to the items on sale in your online shop.
If, on the other hand, the user is looking for a generic service and needs to find someone who can provide it nearby, a Search campaign is the most suitable because the user will get text results on Google's SERP. In this case, the result will appear with the wording " Sponsored" or "Ad".
Google Ads and Keywords: How are Sponsored Results Positioned?
Google Ads Search campaigns work through the logic of keywords, the key words . If your company operates in a very competitive sector, such as clothing, the mere presence of the right keywords within the site and all the SEO work done may not be enough to ensure that your store is positioned on the first page of Google.
If you want to position yourself among the first results, it is necessary that a user, typing the query “ clothing (brand name) Rome ”, is able to see your business among the first results. In this regard, Google Ads allows you to create extremely targeted advertising campaigns to conquer the first advertising positions on Google.
The platform works through an auction system in which the customer establishes a maximum budget for each click. It sounds easy. Obviously it is not.
If you started from an in-depth analysis of the target, competitors and online searches, you should have identified a series of keywords to use within advertising campaigns.
After creating a campaign, one or more ad groups and one or more ads and after entering the key keywords for your business, you will have to make a bid, or set the maximum cost that you are willing to pay for each click received. Based on your bid and that of other advertisers for those same keywords and based on the relevance score of the ads, Google will decide how many times to show your ads and in what position .
This price is not fixed, in fact each auction depends on several factors: how much your competitors will offer, the frequency of searches for those keywords, the category, the conversion capacity of your site.
E-commerce campaigns
Google Ads is a tool to use especially if you have an e-commerce. But how can you transform a user's search into a conversion/sale?