Since launching in 2000 and attracting only 20 million searches a day, Google Ads (previously called Google AdWords) has grown immensely, now attracting over 3.5 billion daily searches and equating to roughly 40,000 search queries a second.
In fact, when the lucrative service initially launched, Google Ads had a measly 350 advertisers hoping to capture their audience's attention. Fast forward to a more dynamic and fast-paced digital world, over 1 million advertisers now implement Google Ads, generating billions of dollars for the search engine giant and attracting their consumers in a place they use the most.
In fact, with widespread access to online resources in today's society, online search has become an important tool for the entire customer journey. A study by Forrester even identified that 71% of consumers begin their customer experience by using a search engine such as Google to discover products and services, while 74% of consumers use search platforms for consideration and purchasing reasons. Therefore, pay per click services and Google Ads play an integral role throughout the entire consumer journey and thus should have a cemented place in a brand's overall marketing and advertising services.
What are Google Ads?
Formerly known as Google AdWords, Google Ads are a group of pay per click advertising services designed to attract and reach consumers during various stages of the online customer journey. In fact, the change in name, implemented on the 24th of July 2018, reflects the holistic offering of pay per click services that Google provides as tools to advertisers to engage their audiences throughout the entire decision-making process.
Broken down into text-based search advertisements, graphic display ads, Youtube video advertising and mobile application ads, Google Ads provide advertisers with the opportunity to engage with audiences through a variety of modalities. In fact, research conducted by Wordstream identified that for high commercial intent searches, in which a consumer is ready to purchase a product, paid advertisements receive 65% of all clicks.
However, while each of these pay per click services can be utilised on their own, and have different rates of effectiveness throughout the entire consumer decision-making journey, concurrent use of various Google Ad types can generate unparalleled results. According to Search Engine Land, conversion rates increased up to 52% when a variety of Google Ads were implemented simultaneously. In fact, while Google identifies that search ads can increase brand awareness by 80%, Visually notices that Google display advertising can increase website traffic by 300%, further facilitating brand awareness and consideration.
RGC Advertising is a full-service digital marketing agency based in Sydney, with expertise in pay per click services, Youtube advertising, SEO and landing page creation. Our integrated and holistic approach to digital marketing connects consumers to brands and achieves optimal results for the client's we work with. To find out more about PPC, Google Ads or our other online marketing services, please do not hesitate to contact Richard on (02) 8883 2988 or email richard@rgcadvertising.com.au
Article originally published at www.rgcadvertising.com.au
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