Google adverts are one of the most effective ways of increasing a company's online visibility and attracting new customers. Through their use, entrepreneurs are able to reach users who are searching for products or services on offer. What do you need to know about this form of marketing and what strategy should you use to make the most of it?
Google advertising - what is it?
Google Ads advertising is a form of paid promotion. It is a popular online marketing model that allows you to reach potential customers when they are looking for information about specific products or services.
Google Ads works on the basis of an auction system, a advertisement is displayed depending on certain criteria. Google takes the following factors into account:
- Announcement quality;
- the number of page views of the landing page;
- the amount that an advertiser is prepared to pay per click for posted and promoted content.
All marketing material can be targeted to specific keywords, audience groups, geographical locations and even peak web traffic times. Entrepreneurs who decide to use company advertising on Google also gain access to detailed statistics. This is an excellent tool that, when used efficiently, allows targeting of potential customers and, therefore, a more accurate determination of the required budget and possible profits.
Google Ads graphic advertising
Advertisers choose the format, size and content of a graphic or video ad and Google displays it on selected sites belonging to the programme partners.
Google Ads text advertising
Text ads consist of three main elements: title, description and URL. They are displayed in the first positions in organic search results when the relevant phrase is typed into Google.
Google business card advertising
Google Business Card (Business Profile) adverts include basic business information such as name, address, opening hours, phone number and email address. Advertisers can also add photos and customer reviews, allowing them to stand out among their competitors.
Advertising on Google maps
Ads in Google maps are displayed in response to user queries related to a specific location, such as 'restaurants in my area' or 'car dealerships nearby'. The technology giant also allows a location to be highlighted by marking it with a larger-than-others square icon. Underneath this, a short text, such as the company's promotional slogan, can still be included.
Advertising on Google Shopping
Google Shopping adverts display product information such as the name, image, price and the online shop where it can be purchased. Such promotional material is displayed at the top of Google search results and in the Shopping section.
Which type of Google ad to choose?
There is no clear answer to this question. All formats are suitable for creating extensive online shop advertising. The best results, i.e. reaching the greatest number of potential customers, will be achieved by using several methods of promotion.
The type of Google marketing is also worth depending on the nature of the business itself. Text advertising will be an effective way to increase website traffic. A business card, on the other hand, will make it possible to display information about a company and its location in the search results, which can be beneficial to, among others, those who run a stationary shop or a service point.
What is advertising on Google and is it worth advertising your shop?
Advertising on Google enables companies to reach a wider group of potential customers than would be possible using only traditional promotion channels. Marketing content is displayed to internet users who have typed in specific keywords or are browsing websites related to a particular topic. Targeting increases the chance that advertising will reach people interested in the services and products offered.
It is always worth promoting your business, regardless of its size or the industry in which it operates. However, it is important to remember that you need to prepare for this properly and:
- first carry out a keyword analysis;
- produce a report on the target group;
- familiarise themselves with techniques for effectively optimising a marketing campaign, and thus take advantage of the expert assistance and tools provided by Google (e.g. Google Analytics).
Does advertising on Google pay off?
The cost-effectiveness of advertising on Google depends on a number of factors, such as the industry, the number and wealth of competitors, the choice of advertising techniques that best appeal to the target audience and the budget.
The effectiveness of promotional activities can be measured by more than a dozen indicators, including:
- CPC - cost per click;
- CPA - price per customer action, e.g. placing an order;
- ROI - return on investment.
What does advertising on Google offer?
A well-thought-out promotional campaign on Google helps to increase the conversion rate. The offer primarily reaches people who are likely to be interested in it. In comparison, entrepreneurs choosing to buy marketing content on popular TV stations do not have as much influence over who their audience will be.
How do you make your business advertise on Google?
Creating a promotional campaign for a company on Google's advertising network starts with creating an account on the Google Ads platform. Then follow the instructions, viz:
- select the type of campaign;
- define the target group;
- establish keywords;
- calculate the budget and the rate per click;
- create the content of the announcement;
- launch the campaign.
It may be a good idea to use the services of a marketing agency. This will avoid basic mistakes. Creating advertising that is effective seems simple. In reality, it requires a lot of experience and knowledge of online promotion. 
Google advertising - price list
The cost of advertising on Google depends on the competitiveness of the industry, geographical location and even the type of marketing content itself. Pricing is usually determined by a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) model.
In addition, advertisers bid against each other for advertising positions on Google's search results pages or marketing partners' websites. What counts is not only the budget offered, but, for example, the compatibility of the ad with the search term.
Finally, CPC and CPM prices range from a few cents to a few zlotys. To find out exactly what the cost of Google advertising will be, please contact the company's staff.
Paid Google Ads campaign
An entrepreneur selling cosmetics decides to buy Google advertising. He carries out an analysis which shows that:
- The key phrase "facial cosmetics" is searched 1,000 times a month;
- The cost-per-click (CPC) of a website is PLN 2;
- The ratio of clicks to total published advertising (CTR) is 10%.
The above information allows the entrepreneur to determine that advertising for the desired key phrase will cost him PLN 200 per month. Such a campaign will allow him to gain up to 100 new clients (10% of 1000 = 100; 100 × PLN 2 = PLN 200).
Calculations show that Google Ads advertising is more than cost-effective. It is usually cheaper than any other marketing method. At the same time, it produces better results. In other words, Google Ads pricing does not disqualify even entrepreneurs just starting out. However, the solution that works best is an omnichannel strategy, which involves using different channels and advertising mediums.
Advertising on Google for free
Is advertising on Google paid? Not always. Free features include:
- creating a business card;
- use of SEO;
- acquisition of affiliate links;
- joining the Google Merchant Center (and thus advertising in the Shopping section).
How is the position of an advertisement in Google determined?
The higher the quality of the ad, the greater the chance of it being displayed at a higher position in the search results. In addition to this, budget will be important, as well as keyword selection.
How do you advertise on Google effectively?
Google's specific requirements change from time to time, so it is worth following one rule in particular. Google robots favour content that is useful to users. For this reason, it is worthwhile to structure promotional materials so that they are as clear and helpful to customers as possible.
What else affects the ad positions in Google?
The position of the ad is also influenced by the behaviour of internet users after the search results. If internet users click more frequently on those in lower positions, Google may decide to display them higher in the future, even if the advertiser's price bid at the time of the auction is lower than other participants.
Google Ads targeting - what does it involve?
Advertisers can use several effective methods to target promotional content. The rules of thumb are similar to those to be followed when targeting a social media campaign such as Facebook, Instagram or TikTok.
Effective promotion requires identifying audience characteristics and behaviours such as:
- age;
- education;
- residence;
- interests;
- previous web search history;
- hours of use of the search engine.
How else to advertise your business online and offline? With InPost!
The internet is a powerful tool, but offline marketing channels should also be used to increase your chances. What should you consider when choosing the right sites? First and foremost, visibility! Even the best promotion will not have the desired effect if it reaches a small audience. Our offer will help you to increase the effectiveness of your marketing campaign.
Parcel Machine® as a place to promote the company
We offer entrepreneurs from all industries the opportunity to exploit the potential of our network of Paczkomat machines. The machines, loved by millions of our customers, can be covered with promotional materials. This way, not only people who have come to send or receive a parcel, but also passers-by will notice the advertising.
Parcel machines have another place where advertising can be displayed - the screen. Importantly, the number of devices that we clad or enhance with promotional content on the display is flexible.
It is entirely up to our customers to decide how many of the machines will be included in an advertising campaign. The parcel machine can also be used to send product samples.
Other methods of advertising the company with InPost
Our offer includes other effective forms of promotion and after-sales customer service. Advertisers are likely to be interested in promotional campaigns in the form of:
- PUSH notifications displayed by the InPost Mobile application;
- newsletters sent to customers' e-mail addresses;
- banner ads displayed on our homepage.
Contact us to find out more and launch an effective advertising campaign!
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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