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How to Use Google to Market Your Business

Posted by Catherine Hatch on Fri, May 04, 2018 @ 02:21 PM

Google is a valuable tool to market your business. Many people do not realize the profitability of using search engines for marketing. However, searchers often have more buying intent than other platforms on which to advertise. For example, advertising on Facebook can hit your exact target audience, but each target is not necessary looking to make a purchase. However, someone searching for products or services on Google is attempting to make a purchase in that moment. Therefore, smart marketers make use of Google when attempting to promote their brand.

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Advertising on Google

How it Works

In order to place an ad on Google, you must first choose keywords relevant to your business. For example, a pizza shop might choose “pizza,” “late night delivery,” “thin crust pizza,” or other relevant terms. You will then bid on these keywords on Google, who determines the price based on the popularity of the keyword. When you pay for a Google ad, it will show up when someone searches for your keyword, appearing at the top of the results page. Google will only charge you for the ad when someone clicks on it. For this reason, these ads are known as pay-per-click ads, or PPC ads.

Advantages of PPC Ads

Immediate Visibility

One of the biggest benefits of PPC ads is that they grant immediate visibility on Google. As soon as you start paying for the ad, it will be visible to everyone searching for your keyword. Because people searching for that keyword are likely looking to make a purchase, ads on Google are the most likely to reach the people who will make a purchase from your business. Because your ad will not only appear on searchers’ results, but at the top on the first page, searchers will be more likely to click on your site than someone else’s.

Smart Spending

Much like any other type of ad, advertising on Google is not free. However, spending money on Google ads is a wise use of money. You will only pay when someone clicks on your ad. Because people who click on your ads will be interested in your business, you will only be spending money on people interested in your business and looking to make a purchase. PPC ads are the most targeted method to spend money on advertising.

Turn It Off and On at Any Time

One of the advantages to PPC ads is that you can turn them on and off whenever you want. If you’re looking to advertise something seasonal or push a product of which you have surplus, you can turn on your PPC then turn it off when you’re no longer looking to sell the product. You can also cap your spending on these ads, stopping the ads when you’ve reached the amount you want to spend. PPC ads are a great tool because you can gain immediate visibility and halt your spending just as quickly.

Easy to Track

Google ads are extremely easy to track through your Google Analytics dashboard. Not only can you track how many people click on your ad, but you can also measure how many people take action once they click on your ad. Google Analytics will also help you conduct A/B testing in order to discover the best copy in your ads for the most successful results. Through Google Analytics, you can measure the success of your PPC ad and use the analytics to make appropriate changes to improve its future success.

Search Engine Optimization

How it Works

Advertising on Google is an effective way to promote your business on Google, but it’s not he only way. Through search engine optimization, or SEO, you can promote your website organically on Google. SEO involves optimizing the pages of your website to rank for certain keywords and phrases. Including these keywords in headings and the body of your pages is a great start. Good SEO tactics also involve blogging about your business, writing posts about specific questions your potential customers might have. SEO aims at educating your consumers and including everything your potential customers might be searching for on your site.

Advantages of SEO

Long-Lasting Visibility

Good SEO will lead your site to be highly visible on Google. When you use SEO tactics, Google will rank your site highly for topics related to your business. Unlike PPC ads, your site can maintain this visibility permanently, as no spending is required. It will take time to build up your site’s SEO to rank your website highly, but once you do the work, your site will receive consistent high rankings.

Improves Your Website

When you use SEO tactics, you will improve your website. Therefore, investing your time in SEO will lead to a better website. In addition to the SEO tactics that will improve your site, Google ranks professional, high-quality sites highly. High-quality websites make your business appear more professional and build trust in your brand. Therefore, improving your website will not only help your SEO, but it will serve as its own promotional tactic for your brand.

Building Trust in Your Brand

When Google ranks your site highly, it establishes you as a leader in your industry. The combination of the high ranking from Google and the strong content that caused the high ranking will lead to customers and potential customers trusting your brand and considering you a thought leader. It will also build brand recognition and create better relationships with your customers. When you spend time on your SEO, you can help educate your customers and potential customers, generating interest and trust in your brand.

Cost Effectiveness

One of the main benefits of SEO is that it will not cost you a dime. You will need to devote a significant chunk of time to SEO, but no additional funds. However, SEO is highly effective and will promote your brand on Google. For this reason, SEO and PPC work great together. While working on your SEO, PPC ads will generate traffic to your site. Once your SEO is built, you can turn off your PPC ads and allow SEO to continue to generate traffic to your site and save you money long term.


ImageWorks, LLC | CT Google Marketing

Whether you're interested in PPC ads, SEO, Google Analytics, or a strategy that combines all of these elements, we can help! Navigating Google marketing yourself can be difficult, so you shouldn't be afraid to call in the experts! Our proprietary bidding algorithm makes PPC ads a breeze, and our in-house SEO experts can improve your Google rankings, increase your web traffic, and help you generate leads. 

If you're interested in using Google to promote your business, contact us today.

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Topics: SEO, PPC, Google Analytics, Google Marketing

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