Your company has just launched its new website and now it’s time to generate as much value from it as possible. But how do you do that immediately? Google Ads is the answer!
In this post, I explain how Google Ads (formerly know as AdWords) works and why it makes sense for most B2B companies to integrate into their B2B marketing strategy.
How Search Ads Work
If your firm has never utilized Google Ads before, here is a summary. Google makes most of its revenue off advertising and most advertising is pay-per-click advertising, also known as PPC. These are ads that appear on search engine results pages.
The beauty of Google Ads is that you only pay for advertising when or if a searcher clicks on your ad. Gone are the days of paying for impressions or ad space, with no clue if anyone really engaged with your brand. With Google Ads, you at least know that someone proactively clicked on your ad and visited a landing page on your B2B website.
Working back from your SEO keyword strategy, you identify keywords you want to have your ads show up for, then design text ads that typically show above the organic search results on Google. You bid on these keywords with other competitors and, based on your bid, your ad will show up