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You are here: Home / Google / Should you use Google Ads as part of your online marketing?

Should you use Google Ads as part of your online marketing?

July 30, 2012 by Jan Kearney

It’s no secret that Google Ads are taking over the search results, slowly but surely.  It really hit home for me this morning. 

I dropped my coffee pot the other day and it smashed.  Since my model of coffee machine is no longer in existence, I thought I would look at new coffee makers.

Contents

  • Google Ads take over search…
  • Not all searches are equal
  • When to use Google Ads?
  • The War On Free Clicks
  • Related Posts

Google Ads take over search…

I live online, but the majority of my searches are local or informational.  These type of searches still do well using traditional search techniques.  I searched for coffee makers – just to see what was on the market. 

The whole screen was taken up with ads!

when to use Google ads as part of your online marketing

Google shopping results have also switched to a commercial model.  That means those nice images at the bottom of the screen will also be paid ads very soon (if they’re not already).

Not all searches are equal

This type of sponsored results take over only happens on keywords with buyer intent – and then not all of the time.  The push from Google over to ads and sponsored results has been going on for a while.  Team that with the aggressive organic search changes – well it makes sense to use ads as part of your online marketing mix.

Studies have shown that for commercial keywords, paid clicks beat organic by almost 2:1 in the US, although overall organic search still wins.  It all depends on the intent of the searcher.

When to use Google Ads?

If you are operating in a competitive search sector – like product listings where you want the click direct to the product, ads are the way forward.  While not every search pushes organic listings completely below the scroll, it’s certainly dog-eat-dog out there.

Mixing Google ads in with other online marketing techniques also increases your visibility and conversion.  These days you can get ads that do all kinds of fun things:

  • build your email list with a direct sign up
  • remarketing
  • click to call
  • product search
  • local map markers
  • not forgetting traditional Adwords

My coffee maker experience this morning reminded me of this great infographic from Word Stream.  While the stats are US based, it still makes for a good read.  Plus, it has pandas with battle axes…

The War On Free Clicks

How Google Ads are Taking over the Search Engine Results Page.

© WordStream, an Google AdWords partner.

Over to you… Do you use Google ads or other paid advertising as part of your online marketing?  What’s your experience?

Should you use Google Ads as part of your online marketing? by Jan Kearney
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Filed Under: Google Tagged With: advertising, Adwords, google rankings, google search, local business advertising

About Jan Kearney

I believe that every business, no matter how small or how local can use the power of the web to gain more customers. I offer no bull coaching and mentoring so small business owners can strategically put the web to work for their business. I've been called a "compass" and a "navigator" and probably a few more names that aren't suitable for a profile!
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Comments

  1. Athena Brady says

    July 30, 2012 at 4:33 pm

    Great post, which I am thinking about as you know, not made my mind up yet though.

Meet Jan Kearney

I believe that every business, no matter how small or how local can use the power of the web to gain more customers. I offer no bull coaching and mentoring so small business owners can strategically put the web to work for their business. I've been called a "compass" and a "navigator" and probably a few more names that aren't suitable for a profile!
Connect with me on Google+, Facebook, Pinterest or Discover More About My Local Business Online…

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