Is it worth ordering contextual advertising on Google Ads or is it better to try Facebook / classic SEO promotion / targeting on social networks? Let’s see what advantages Google AdWords offers.
Show ads only to the audience ready to buy
You decide for which keywords (search queries) your ad will be displayed. Businesses often need commercial queries that include the words “buy” and “order”: they will be shown to an audience that is ready to buy a product or service.
Geolocation and showing ads in a specific area
Geolocation in Google Ads contextual advertising is an option that allows you to show ads only to users who are in a specific county/city/area. The Google Ads tools allow you to set up an ad within a 5-10km radius of the desired property: restaurant, tyre repair shop, beauty salon, coffee shop, and so on.
Why is it better to order search advertising through Google Ads than through Facebook or other social networks? Flexible tools allow you to set up ads to appear when the user has made a query (ensuring maximum conversion).
For example, your business is a pizzeria with local delivery. A potential customer types “pizza order” into the search bar and immediately receives a relevant ad. All they have to do is click on it and create a shopping basket.
Flexibility of settings
The power of contextual advertising Google Ads – flexible settings that allow you to run ads on any budget for maximum effectiveness (both branding and direct response).
Pay-per-click (PPC) with Google Ads
Google Ads uses a pay-per-click (PPC) model. This means that a business only pays when a user clicks on an ad.
How much does a Google Ads pay-per-click campaign cost? The price depends on the competitive bidding for the keyword that generated the ad. For example, there are some very competitive niches (‘selling air conditioners in London’, ‘solicitors in London’, ‘new homes in Chelsea’ and others).
The Google Ads tools allow you to set
- Bid limits per click for ads;
- Maximum budget per day.
In other words, you control your own spending (you can increase it during promotions / sales or reduce it during the “dead season”). Traditional advertising implies a fixed payment and display for everyone.
Track conversions and effectiveness
Google Ads contextual advertising is flexible. You need to know how to set up analytics by parameters:
- How many people see the ad in the issue;
- How many times the ad was clicked;
- How many targeted actions (forms completed, shopping baskets created, etc.) users have taken.
Analysts build sales funnels and constantly monitor where corrections need to be made. For example, if an ad is shown often but there are few clicks, it is necessary to look at the attractiveness of the offer to the user, the settings for minus words, the relevance of the display, and so on.
