How To Use Google Advertising In Your Business.
In this article, I want to show you how Google advertising will help your business. Before starting, however, let’s try to analyze the current situation together …
For some years now, many companies have been approaching the world of the Internet.
Many of them enter the web hoping that their site will become the new Amazon, but what happens is something they certainly have not prepared for.
Do you want to know what happens?
Customers do not arrive …
Entrepreneurs who think it is enough to open a site (or a Facebook page ) to make money with the web, are wrong.
Because?
Because the Internet is a place full of competition and it is difficult to reach our customers without a good strategy.
By strategy I mean a series of activities developed and coordinated to encourage people to visit your company’s website.
One of the best ways is to create an editorial calendar
Just like with flyers, that is, you try to push people to visit a certain point of sale.
One of the best ways to do this is to take advantage of online advertising.
Offering your product or service while your users are looking for the solution to their problems is incredibly effective in bringing people into your business.
If it is still not clear to you how online advertising will allow your company to gain visibility and increase sales, read on …
According to a Microsoft study, people’s attention span is around 8 seconds (unlike that of a goldfish, which is 9 seconds).
It means that we are less and less attentive to what we have around us.
Think about how many billboards you see on the street and think about how many you remember at the end of the day.
I think I don’t remember even one …
How come we don’t remember anything?
One of the causes of this low attention span is attributed to technological evolution.
Technology is changing our behaviors, but not only in the negative …
Every day we inform, we read articles and deepen topics of interest, but we do it in the manner and by the time we are most comfortable.
We have developed selective attention.
And what is the only solution to find the right answer to satisfy our selective attention?
It’s Google!
Let’s see it together …
The Search Engine
Whenever you search the Internet, you use a tool called a search engine.
A search engine is an automated system that allows you to find all documents on the web that contain a specific word or topic.
The most used in the world is Google (about 85% of the population uses it).
It’s a great tool because it allows you to find all the information you need with a simple search.
Use of Google
It is Google that I want to talk to you about because so many people use it to:
- Look for information
- Shop
- Search for places
- Search for data and information on commercial activities.
Today you will see how to bring new customers to your company using paid advertising.
Paid advertising is one of the best tools to capture users and encourage them to buy.
You can also use advertising on social media, such as on LinkedIn
I’ll explain why, but first I want to make a premise.
When people use the search engine, they write exactly what they need.
Do you need a recipe?
Write the name of the dish you want to make on Google.
Do you need a product?
Search for the name, or brand, on Google
Are you looking for a company phone number?
Guess where you are looking for it
All these researches express a very clear intention.
Google collects them and makes them available to its advertisers, i.e. those who decide to advertise on its search engine
Google Advertising
When I told you that paid advertising is a really powerful tool, I was serious.
Google gives us access to all the terms that its users use when searching and allows us to use them for advertising.
How?
We can buy ad space on top of all search results and be visible with our message when the user types the word on which we have chosen to appear.
How to recognize advertising?
To differentiate the paid results from the free ones, Google puts a small icon to the left of the result with the words “GIVEN.”.
When the user clicks on our message he is redirected to a specific page (which you decide), showing him exactly what he needed.
The only thing left for the user to do is click on the “Buy” button.
To facilitate the purchase, we always recommend designing a user-oriented site
I try to explain myself better:
You can decide on which searches to appear and push the user to visit a specific page of your site (we always recommend using a page that can answer the user’s question)
When used correctly, search engine advertising is one of the best ways to promote your business and bring results quickly.
I know what you’re thinking, but how much does it cost me to advertise
Leave aside the rumors and clichés that advertising on Google for companies costs so much.
On the web, you decide how much to invest.
You can start with a budget of a few Nairas a day and increase it to get more results, or you can resize it to contain costs, you can even stop it whenever you want.
Google, in this case, offers many possibilities.
You can even decide to increase or decrease your ad spend on specific days of the week!
Before I get lost in listing all the features of Google AdWords (Google’s advertising tool), I’d better explain what I mean:
Here in IVEN Digital, we manage the advertising campaigns of various companies, starting from multinationals, passing through e-commerce, up to start-ups, and from experience, I can assure you that you can start with very low budgets (a few thousand Nairas per month).
This will be proportional to the investment you are willing to make, do not expect hundreds of thousands of Nairas in sales if your budget is N 10,0oo per month.
One of the most important things when setting your budget is to think about the type of market you are in.
In very competitive markets, such as fashion, the insurance sector, or the hotel sector, setting a budget that is too low may be the wrong choice
How to take advantage of Google Advertising for Companies and increase the Traffic and Sales of your Business.
People bid to appear in the search and the system decides, based on multiple criteria when to show the advertisement.
If the offeror budget is too low, you risk not appearing in searches or appearing only in less interesting searches.
So it is always advisable to do a market analysis before launching into this type of activity.
If you don’t know how we can give you a hand!
Visibility strategies
One very important thing you need to know is that just one advertising campaign is not enough to sell.
But it will be necessary to study an advertising strategy that suits your business needs.
The buying process is one of the most complicated things there is because it all depends on the human mind.
The buying process is the (psychological) path that people follow to:
- Become aware of the product/service
- Be interested in what are the strengths and weaknesses
- Purchase the product or service.
Each step takes time because the user may not have an immediate need for the product or may want external advice.
Are you promoting your product to a person who is not convinced to buy? I tell you for sure that you have less than a 1% chance of buying right away.
People need to know about your company and see it multiple times before they trust your products or services.
The number of times the user will have to get in touch with the company is directly proportional to the expense he will have to incur.
So, don’t lose your head if the first few times they enter your site they leave without buying.
Focus on satisfying their questions and getting them closer to your business.
Just like it happens offline.
Google AdWords provides companies with many tools with which to achieve these results.
How to Promote Your Business with Google AdWords
The functions of the Google advertising program are very useful for companies.
You will be able to:
- Advertise on the search engine
- Advertise on other websites (associated with Google)
- Advertise your entire product catalog
- Advertise your business on the Google map
- Advertise your app
- Increase the views of your corporate video on YouTube
- With each of these, you will be able to reach different audiences and each one with specific needs and requests.
The important thing is to understand how your users behave online and how your products can help them solve their problems.
As you can see many possibilities can allow you to increase the visibility of your company.
What tools to use?
I’m sorry to give you bad news, I can’t answer you because I don’t know your company yet.
Suggesting a campaign without first having seen your business model and understanding what your goals are, would mean making you lose money unnecessarily.
Be wary of those who offer you certain solutions, without first having examined your business situation.
I can tell you what is the best way to promote your company, but first, we need to talk about it together.
