With almost 5 billion people using the internet around the world, it’s no surprise that more businesses are turning towards digital marketing, such as Google Ads, for their online advertising efforts.
A digital marketing campaign is like its traditional counterpart but using online platforms, such as Facebook and Google, to run advertisements.
Similarly to traditional marketing efforts, not every platform is suitable for every industry, but with an estimated average of 40,000 search enquiries every second, it’s no surprise that Google has been the market leader for digital marketing for the past decade.
Google Ads provides several tools that allow advertisers to build their ideal audience by layering different targeting options into their campaigns.
By default, Google Ads target users with a presence or interest in the country where the account is based, this is where further targeting comes into play.
Including targeting options such as location, demographics, topics, placements, keywords, audience affinity and more can help refine a Google Ad campaign to perform more effectively.
One of the appeals of Google Ads campaigns is its ability to continue to learn the longer the campaign is active by gathering quantifiable data.
The data Google Ads gathers is based on the conversions established by the advertiser, such as contact form submissions or telephone link clicks.
When someone engages with your ad, Google learns about that person. With enough data, Google begins to understand the type of people, both demographics and psychographics, and searches that are most likely to engage with your ad. It then decides to show your ads in front of similar people, continuously learning as it goes.
Google also recommends keywords and searches that it thinks will improve your campaign, based on its learnings.
Plus, with the introduction of Google Analytics 4, we should now be able to utilise Google’s new predictive analytics function that uses AI and ML to make proactive decisions (learn more).
It usually takes about three months for a campaign to receive enough data to ‘learn’ and further optimise its performance. So, if your Google Ads campaign doesn’t get instant results, don’t worry!
Let’s not give all the credit to Google; while it learns about your campaigns, we learn alongside it!
Our team continuously manages your digital marketing campaigns, using the results to tweak keywords, budgets, campaigns, landing pages, audiences and more.
Google Ads aren’t set and forget. Unless you’re continuously developing your targeting and message, your ads are only going to get so ‘smart’.
Trust your digital marketing to an expert.
