Many times during the day, we turn to Google for the answer to our questions, discover a new place to eat and look for products to buy. Google calls these the moments that matter “I want to know,” “I want to go,” “I want to do,” and “I want to buy” moments. A customer that wants to know, well you can tell them. If they want to go, you can take them. If they want to do, show them how.
If users want to buy, you can sell them. You are the “I can tell you,” “I can take you,” “I can show you,” “I can sell you” answer to those moments. Google’s online advertising platform is called AdWords and it’s built to put you in front of a potential customer at the right time with the right message when they’re in the right mindset. You basically create ads for your business and choose when you want them to appear in Google or what search results are relevant to your business. The concept is simple.
You identify words that are relevant to your products or services, and then AdWords shows your ad on Google when someone searches for these or related words. I’m going to visit Google.com and run a search for web hosting. So in this case I’m actually looking for a new web host. So once I hit search, Google’s going to comb through billions of webpages, blogs, and other listings to find the ones most relevant to my search for web hosting.
Now Google happens to know my location and it’s determined that this service is something that might be valuable to find locally. So here at the top of Google results are some locations that are here in London. Listings that don’t have an ad label next to them indicates to me that they are organic results. People didn’t pay to put these listings here. Now you will notice there is the yellow icon labeled ads, and these are all paid placements. Now, look at the number at the top of the screen.
It says 92,70,000 results. When you think about that many results, you’ll see only a fraction of web hosting businesses are going to be among the top few page of results. And that’s where AdWords comes in. AdWords gives your business visibility even if your website is not in the top result. AdWords can help get your business to appear on Google in front of many potential customers. And it’s not just any customer, it’s the right customer. In this example, I’m ready to get a new web host.
Advertising stand out
And here the ad that jumps out to me might be this one that says, “Includes Unlimited Subdomains.” Well, that sounds pretty good. Plus they’ve got a special deal for me and so I might be inclined to click on that ad and ignore everything that’s going on. Now this advertiser has done a pretty good job creating this message. They’ve likely tested variations of this ad copyand headlines to find the combination that works best.
How to produce an advertisement similar to this, that appears in front of the right audience,has the right messaging, and can be tracked so you can see the full value of your effort. So a user’s going to search, click your ad, and if you’ve done your job right, they become your customer. One thing we stress is that consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.
This presents a tremendous opportunity for marketers to reach people throughout all the new touch points of a consumer’s path to purchase.