Google is regarded as the undisputed leader in online advertising since it is the most well-known and frequently used search engine in the world. Google provides advertisers with access to an unmatched and unprecedented potential audience of consumers who are actively looking for goods and services. Google processes more than 3.5 billion search queries every single day.
The Search network and the Display network are Google's two main networks that distribute its advertising options. Advertisers can place bids on millions of keywords and phrases on the Search network, which includes the totality of Google's search engine, to target potential clients.
The Google Display Network, which covers about 98% of the World Wide Web and offers advertisers more visual ads like banners, is a great option for advertisers who want to achieve marketing goals that aren't always as conversion-driven as those of PPC ads, like raising brand awareness on a significant scale using banner ads.
1. An enormous audience
The enormous reach of Google as an advertising platform is one of its key benefits. More than 40,000 search inquiries are handled by Google every second, for a yearly total of more than 1.2 trillion. This incredible search traffic is set to rise as Google grows more smart, which is partly due to its increased dependence on its own artificial intelligence and machine learning technology, RankBrain. This will also enhance the opportunity for advertising to reach new consumers.
Simply put, Google has a larger potential audience than any other search engine. Google is a great complement to your digital marketing plan only for the sheer volume of potential clients it may attract, but when you factor in Google's increasingly precise search results, it becomes clear why AdWords is the most well-known and widely utilized PPC platform worldwide.
2. A level playing field
Whoever has the biggest advertising budget somehow automatically "wins" at Google AdWords is one of the biggest myths among people new to PPC. Fortunately, this couldn't be further from the truth, as Google Ads places a greater emphasis on ad quality and relevancy than on the amount of money spent by advertisers.
The user is more likely to have a positive experience and, as a result, be more inclined to stick with Google as their primary search engine if an advertisement is more relevant to them. Because of this, Google Ads prioritizes relevance and quality over all other aspects. Because of this, clever advertisers with targeted, well-optimized, high-quality ads rarely need to bid as much as those with subpar ads, making the investment well worthwhile.
Even though some keywords may be more expensive than others, such as those in the banking business, which are typically among the most expensive of any professional area, the quality and relevance of an advertiser's ad will have a significant impact on how much they must bid. The click-through rate, which is regarded as a solid indicator of an ad's overall quality and appeal, is one parameter that Google values more highly than others when determining quality and relevance.
Check out our free learning resources at PPC University to find out more about relevance and Quality Score, Google's system for evaluating ad quality, as well as a general introduction of Google AdWords.
3. A variety of advertising formats
The text-based advertising that Google presented alongside its search results were, to put it mildly, primitive when AdWords originally started in 2000 (with a grand total of just 350 advertisers), but they did include many of the same components that can be seen in today's ads.
Despite the fact that PPC advertising in AdWords are still text-based, advertisers can benefit from a staggering array of capabilities to make their ads more attractive and alluring to potential clients. Ad extensions, sitelinks, location targeting, shopping advertisements, social proofing like user reviews, and a plethora of other capabilities are all available to marketers, giving them an unmatched degree of personalization and control. Even more advanced than the typical text-based ad experience, Google has introduced ad formats that are tailored to the particular requirements of particular types of businesses, such as hotels and car manufacturers. These formats include rich visual elements like high-resolution images and interactive map data.
Chances are excellent that there is an ad format or feature that will make your products or services more appealing to your target market, regardless of what you sell or to whom. Google is continuously introducing new ad formats and capabilities, giving marketers even more flexibility to reach new customers and grow their businesses.
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