For businesses of any size looking to stay afloat for their audiences, ranking top on search results is a must. Google search is the all-powerful source of valuable traffic and visibility considering the fact that 93% of user experience starts from a search query on Google. So we don’t simply trust Google’s results, but we rely on them.
Let’s see how to rank your business page top on the Google Search results especially for local businesses, and how effective a Google search Ads is towards a goal of bringing potential customers to your business.
There are several suggestions like rich snippets, below that Google local pack listings, then organic results, and Google ads at the top of all.
A rich snippet is often used when the search query is a question. Frequently referred to as “position zero,” rich snippets are relevant and more eye-catching. To get a few pages featured as rich snippets you need to use structured data such as Schema, and is a best practice considering Google is rapidly becoming the world’s Answer Engine.
Organic search results also known as natural search are calculated strictly algorithmically. They are ranked according to their relevance to the user's search query, links and domain authority, and other organic ranking factors.
The process of Search Engine Optimisation helps the web pages be more visible in organic unpaid results. SEO is a mandatory marketing tactic if you want higher organic traffic to your website.
The Local Pack is a section of Google’s search results for local intent searches. When a local search is performed, Google will show three local businesses that might answer the query. This is a major advantage for small businesses. Google My Business Setup, Website SEO, and online reviews are major factors for a good Local Pack strategy.
Google search Ads are paid text ads that appear whenever a user queries a search term that is relevant to the business offerings of the advertiser. This is a powerful online advertising method since the user here is having very specific intent and easy to get converted. For the best conversions you need to optimize your ad copy, keywords, bid amount, landing page experience, and in total, the quality score of your ad.
Out of these four separate opportunities Google Search Ads is the easy instant method, and unlike others it’s guaranteed to be seen on Google with full control over its performance and budgeting.
Google Search ads setup embark with any of these three goals you're aiming to achieve:
It Works faster than SEO and helps to reach more customers, increase your brand awareness, reconnecting with your previous customers, target your audience based on geography, language, and in-market audiences.
Search ads are extremely lucrative since it is visible to qualified users and charges only when user click on your ad. But there’s no guarantee that users will click your ad or even read it, however—that often depends on the quality of the ad itself.
The Google Ads marketplace works based on an auction system. Those who pay more get more clicks, But, the highest bid amount is not the only factor to win the auction, rather the Quality score of your ad too. Google combines the money factor with a quality factor, in order to create the best experience for the user.
Quality Score is an important metric in determining your ad rank, let’s see multiple factors it depends on:
A high quality score lowers your cost per click and helps improve Return on Ad Spend(ROAS). Also your ads will display more often in better positions. This enables you to get more clicks and conversions without having to raise your bids.
And the Ad Rank, which is the order of your ad in the auction is calculated by following factors:
Here are some important reasons why your business should use Google Search Ads:
Getting seen by customers at the exact time they are looking for your information, products, services, deals or location is intent marketing, and it’s profitable. So if you already have some online presence and if people are actively searching for your business offerings online, then we would recommend that you go for Google Search to promote them.
Let’s illustrate this with an example, if you're running a dental clinic based in Qatar, and someone is searching for your service on Google using a query like ”Best dentist in Qatar ”. Running a Google ad program that serves up your service and optimises to keywords like ”Dentist in Qatar ” is a great way to attract new customers.
Location targeting is an impressive feature that allows you to target specific markets like cities, airports, congressional districts, and even a radius measurement around an area.
Keyword Targeting includes words or phrases relevant to your products and service, which are used to show your ads when customers search for those terms or visit relevant websites. You can also set different match types like exact match , broad match modifier and phrase match to each keyword by understanding user search querying in order to maximize conversion.
More audience targeting features includes
Landing Page is web pages where visitors ‘land’ after clicking through your ad and helps better engage. Optimizing each element on the page is a critical task in order to maximize the conversion. The primary benefits of a landing page are
For higher conversion rate for your campaigns, you can implement conversion rate optimisation(CRO) strategies for your landing pages. CRO improve customer experience and engagement with your campaign.
Creating a separate landing page for a particular product or service is a best practice. Also adding relevant content including headlines, product details, refund policy, demo for the services, call to actions(CTAs) and forms will improve the conversion rate of your Google Ad marketing campaigns.
While running a Google Ads, you probably want to know how that ad is performing, how much calls or leads received, total ad spend and of course your Return on investment. These are huge considerations for your marketing plan, and Google ads won’t leave you guessing.
Some of the key metrics of Google Search Ads are :
As mentioned earlier, Google Ads is known for delivering quick, straightforward results of your campaigns. With Organic search ranking and rich snippets, in order for your business to get exposure in search engines, it can take a longer time and the conversion and profit is more difficult to measure.
You can start getting sales right after the ad placement on Google if you are well aware of your products or services, ad copy, keywords list, landing pages and daily budget. It's suitable for all kinds and sizes of organizations. You can literally turn the traffic on and off using this system.
The average cost per click in Google Search Ads is between $1 and $2. And the return on investment (ROI) is $8 for every $1 spent. Which is impressive, but some keywords like insurance, loans, lawyer and mortgages have huge CPC(Cost Per Click)s. These are mainly financial, legal, real estate industries that manage vast sums of money and with very high lifetime customer value. So If you are considering entering into one of these industries, be ready to pay high cost per click rates for the top keywords.
Cost of the Google Ads depends on many factors including the competitiveness of your keywords and industry, your geographic location, the quality of your advertising campaigns and more. Although Google always rewards businesses with high quality ads with lower costs.
Qatar has an average CPC which is 81% less than that of the USA according to recent studies. But the cost is continuing to increase and more competitors will appear.
Google’s Search Network is still one of the best ways to capture user intent, it is an effective way for business exposure at the very moment the customer needs your service or product. Almost any type of business can make Google Ads work for them with relatively lower cost of advertising.
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