Direct-Response Search Advertising with Google Ads
Direct response marketing is a type of marketing that elicits an easy, specific, immediate, measurable response to an explicit offer of something of value to the prospect...
...as distinct from mass marketing that’s primarily intended to keep your company name and products constantly in front of prospects through a variety of (expensive) media, in the hope that you’ll be top-of-mind when someone is ready to buy a product like yours.
Sponsored search with Google Ads places your ads on Google’s search-return pages, and on those of other Google partner search engines and directories, as well as (optionally) on relevant pages of Google partner content sites with high traffic. You pay nothing for search ad impressions (views); only for visits to your website that occur when someone clicks through from your Google Ad to a landing page on your site. I’ll cap your daily click charges at any level you want through Google’s budgeting mechanism, help you select the most relevant keywords, create your ad groups and ads, and provide ongoing bid-management and campaign adjustment services, to maximize results for your budget.
For best effectiveness and highest return on investment, advertising that produces immediate direct response from prospective buyers should be the first priority for any business owner whose product or service lends itself to this approach.
And that Google Ads provides the best single set of tools available for implementing direct response online.
Why Google Ads?
Google Ads are displayed to people when they’re actively looking for what you have to sell. The people reached by Google Ads have demonstrated an intent to buy - or at least get information about - your products and services.
If your business is location-specific, you can have Google Ads displayed only in the geographical areas you choose: your country, state, or the area within a certain radius from your location. And you can also exclude locations within your target market area, and target by demographics like language and household income. You won't have to waste money on advertising to people who are unable to buy your stuff. More precise targeting will produce more conversions and higher return on your advertising investment.
You can show prospects your location by linking your Google Ads account to your Google My Business listing.
You can include in your ads clickable links to your phone number, physical address (to display in Google Maps), specific pages on your website, reviews, special offers and more.
You can prequalify visitors to your website by associating specific queries with your ads. If you want people searching for "Boothbay Harbor boatyard" to visit your website, you can associate that phrase with one of your ads or ad groups.
You can do automated remarketing to prospects who visit your website but leave without converting, just by adding a snippet of code to all or some of your pages. Then prospects who are comparison-shopping will start to see your ads more often than those of competitors.
If a lot of people use smartphones or other mobile devices to search for what you’re selling, you can specifically target users of various kinds of mobile devices.
You can use the Google Display Network to place your ads on Google partner sites that reach over 90% of internet users worldwide, with more than a trillion ad impressions every month.
You control your Google Ads budget simply by setting a daily cap that can be adjusted anytime you want.
You can run multiple Google Ads campaigns within your account, for different product lines or target demographics.
Google Ads will give you feedback that identifies your most effective ads, so underperforming ads can be tweaked or simply turned off.
Compared to other marketing channels like TV, print and social media, Google Ads provides a much better measurability and higher ROI. Google Ads are highly measurable: website traffic, conversions, ROI, most effective ads, days and times people are visiting your website, and much more. For even more metrics, your Google Ads campaign can be linked with Google Analytics.
Google Ads is highly scalable: once a campaign is converting profitably with a small click budget, you can grow leads and sales simply be increasing budget.
How Google Ads work
Sponsored listings with Google Ads place your ads on Google’s search-return pages, and on those of other Google partner search engines and directories; as well as (optionally) on relevant pages of Google partner content sites with high traffic.
International and local search options are available also.
You pay nothing for search ad impressions (views); only for incremental visits to your website that occur when someone clicks through from your Google Ads ad to a landing page on your site.
I’ll cap your daily click charges through Google’s budgeting mechanism.
Then I’ll help you select the most relevant keywords, then create your ad groups and ads and provide ongoing bid-management and campaign adjustment services, to maximize results for your budget.
The biggest advantages of Google Ads are:
- Virtually instant-on (no waiting for search-engine indexing)
- Ability to control ranking and spend through ad and landing page quality and the bidding process
- Widespread, selective distribution via worldwide search and display networks
- Integration with Google Analytics, for measurement, performance assessment and ongoing improvement
Google offers many features and options for Ads campaigns and Analytics reports. I'll work with you to select those that will be most effective in reaching your business objectives:
- Search ads
- Contextual ads
- Text, image, video and mobile ads
- Keyword suggestions based on Google’s enormous database of actual searches
- Targeting by location (country, state/region, city), language, demographics, interests
- Ad scheduling for any time zone
- Performance reports by campaign, ad group, keyword, geographic area, device (mobile vs. desktop), more...
- Ad quality scoring
- Diagnostic tests of your pages
- Conversion tracking
- Remarketing to site visitors who don't convert
Some of My Blog Posts About Google Search Ads
Why you should invest in paid search ads now
Paid search produces the greatest ROAS across media per dollar invested in US.
Travel PPC advertising paradox since onset of COVID-19: need to remain visible while conserving budget for post-pandemic
High clickthrough rates now may be coming from consumers wanting to cancel bookings.
Google to offer affinity audience targeting for search campaigns
Search advertisers will be able to layer affinity audiences on top of search keywords, to deliver ads to people who are known - because of their search history and frequently visited Web pages - to have an interest in things like what you're selling.
US and UK consumers consider search advertising to be the most trustworthy type of digital advertising
Research by Trustpilot.com found that consumers in both the US and the UK find search advertising to be the “most trustworthy” form of digital advertising (30.7% agree, vs. 29.6% who trust social-media ads more).
To add to your tourism business's bottom line with Google Ads, use the Search Network
Better financial performance - more conversions, lower cost - from the Search Network is to be expected because most advertisers using the Display Network are trying to increase brand awareness or image, as opposed to inducing immediate sales.
Search Advertising with Google Ads - Resources
Google Ads Frequently Asked Questions by Google
All the basics, direct from Google
Google Ads Help System by Google
Index to the very comprehensive Google Ads help system, with links to video tutorials and the Help Community
Google Ads YouTube channel by Google
Dozens of Google Ads tutorial and informational videos on Google-owned YouTube
What is Google AdWords? by Wordstream
An independent explanation of how Google Ads (formerly AdWords) works by the search software developers at Wordstream