Google Ads – The Ultimate TOF Platform

by | Mar 25, 2021 | Advertising

Google Ads have been a major player in the advertising game for years. Any modern marketer will tell you they are absolutely vital to a successful campaign in today’s market, but why is that? 

Google Ads offer distinct features that make it one of the most efficient TOF (top of funnel) advertising tools. When used correctly, Google Ads provide a means of testing audiences, generating conversions, and preserving budget. This blog will break those features down and advise on best uses in your marketing campaigns.

1.) Pay Per Click

Unlike Facebook ads, Google Ads only charge you when a user clicks on your ad. This means more often than not, you’re only paying for clicks from people who have intent with your business or who are likely to convert. This preserves your budget, preventing you from wasting it on people who have no interest in what you have to offer. It also opens the door for extensive testing since you wont get charged if people don’t click on your ads. 

You do need to be mindful of your messaging though so users know exactly what you’re offering and don’t click with the assumption the ad is for something else.

2.) Keyword Volume

The next advantage Google Ads provides is the volume of keywords allowed. Although the recommended average is 20-25 keywords per ad group, there’s nothing stopping you from using dozens of keywords and weeding out the low performers or building off of high performers. This is especially helpful for campaigns where buyer persona information is limited, or if you’re looking to expand into new market niches. 

3.) Keyword Targeting

Google Ads have three main forms of keyword targeting: broad match, phrase match and exact match. Broad match works well if you’re looking to reach a large audience, phrase match narrows the targeting by only showing your ads to people who search the keyword phrase you specify, and exact match only shows people your ads when your exact keywords are searched in an exact order.

These keyword match types should be used in the top, middle, and bottom of your conversion funnel to lead customers to your target conversion action. This ensures the right people are seeing the right stages of your funnel and are thus seeing the ideal content for where they are in the conversion process.

As stated before, Google Ads are a major player in the advertising game and provide almost endless opportunities for modern marketers to capitalize on, no matter the business field they’re used in. To learn more about our Google Ads Process, or if you’re interested in partnering with us, go to our contact page to send us a message or give us a call.

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