Google marketing has been a major focus of my business since I started as a marketing agency about twelve years ago. If you’re interested in knowing more about marketing your business with Google, you might want to read the following. It’s a list of common questions and answers related to Google exposure for businesses. I hope that it’s helpful to you.

How do I show up in Google searches?

The three primary ways to show up in Google Searches (and you should probably try to succeed with all three) are:

  • Organic links — This is where Google shows links to specific web pages in search results. To get exposure in this way, you’ll want to have web pages that are highly focused on particular keyword phrases. Also, the higher quality the content, the better. Aim for copy that people will truly be interested to read; not just what you think Google might like.
  • Google Business Profiles – Formerly known as Google My Business, a GBP is where you can add your business to Google’s local business directory. A physical address is a key component because the system corresponds with Google Maps. (A P.O. box will not suffice). You can use your home address if you work out of your home. If you’re a service area business and don’t welcome customers at your location, you can set your address to be hidden.
  • Google Ads – Google’s ad platform offers the opportunity to get exposure on a pay-per-click basis. There is no cost for appearances (a.k.a. “impressions”) of your ad; only if someone clicks on it. The learning curve is big for understanding how the system works, and not knowing your stuff can lead to wasted money. However, it’s an ingenious system that has the potential to deliver positive ROI for many types of businesses. Proceed with caution, or better yet, talk to a Google Ads specialist (like me) about how to take advantage of Google Ads in an efficient way.

Why was Google My Business shut down?

In 2022, the Google My Business web interface and mobile app were both shuttered for good. They have been replaced by a new system called Google Business Profiles. The new system is similar to Google My Business but does not require a separate mobile app or web interface. Instead, business owners can manage their businesses directly in Google Search. If your Google account is assigned as an owner or manager of a business location on Google, you can go to Google Search and search the words “my business.” You should then see a link to the Google Business Profile where the business can be managed and updated.

How much does it cost to advertise with Google Ads?

One of the great things about the Google Ads system is that there is flexibility in how much it costs. Each campaign in your account can have either a daily budget or lifetime budget. When your budget is reached, your ads stop running. There is no minimum amount for your budget, but it needs to be enough to become active in the auction. Yes, ad appearances are determined by auction, and you bid how much you’re willing to pay for a click. Bids are made for particular keywords. Some keywords are competitive, which means the auction price for clicks can be very high – even hundreds of dollars per click, in some cases. Other keywords are less competitive and might be one dollar per click, or even lower. It all depends on the competition in the auction. Each keyword is basically a marketplace in itself.

 

Need a proposal or consultation for marketing services? Click Here

How can costs be controlled in Google Ads?

Costs in Google Ads can be controlled in two basic ways: by budget and by bid. Your budget is the maximum amount you want to pay in a given time period. For each campaign, you have the choice between a daily budget or a lifetime budget. If you opt for a daily budget, Google will multiply your daily budget by 30.4 (the average number of days in a month) to determine the most you can be charged for that campaign in a month’s time. Your daily budget may be exceeded on some days, but it will be used less on other days to compensate. You can also control the amount you’re willing to pay per click. For each keyword in your account, you can choose to set a bid manually for the auction.

How does the auction work?

For ads to be seen through Google Ads, bids are placed to compete in an auction. For search engine advertising, each keyword targeted can have a different bid, which the advertiser can manually set. There are also automated bidding features that allow Google to determine the bid on an auction-by-auction basis, using machine learning to achieve a defined conversion goal. Either way, an auction takes place to determine which ads appear and in what order. Although the bid in the auction is a crucial factor, it’s not the only one. Google discloses that there are three factors that affect the ad auction:

  1. The bid (how much the advertiser is willing to pay)
  2. The quality of the ads (Google’s analysis of how well the system is being used, especially based on the relevance between components, such as keywords, text in the ads, and the ad’s landing page)
  3. The expected impact of ad extensions (Features like phone numbers, links to various pages of your website, or lead forms can affect the predicted click-through-rate of your ads, thereby affecting the ad’s rank in the auction.)

What measures of success can I analyze?

A lot of data can be analyzed when running Google Ads. Common metrics to look at are: impressions (the number of ad appearances), clicks (the number of times an ad was clicked), CTR (the click-through-rate), CPC (the cost per click), conversions (the number of conversions), conversion rate (the rate at which people converted), cost-per-conversion (the average cost for each conversion in a given time period), and much more. These metrics can be seen at different levels of the account and over any specified period of time. For example, you might only want to look at the previous ten days, seeing metrics on a keyword-by-keyword basis. Or you might want to see metrics for a whole campaign over the previous six months. You can also see the combined amounts and averages for all account activity at once for a customized time frame.

If you use Google Analytics, you can see even more data related to the quality of traffic brought in from the ads. For example, you can see how many web pages visitors looked at in relation to the keyword that was targeted, what pages they looked at, and in what order they looked at them.

As for conversions, there are two main types you can track from ad and web activity:

Website actions – including purchases, newsletter signups, quote requests, page views, video views, and more

Phone calls – calls made directly from your ad (via call button) or calls to a phone number on your website

 

Google vs. Meta Webinar on May 29th, 7 pm

Day(s)

:

Hour(s)

:

Minute(s)

:

Second(s)

Wednesday, May 29th, 7 pm

Webinar on Zoom -- free

Subject: Google vs. Meta for Marketing

What types of ads can you make through Google Ads?

Through Google Ads, several different types of ads can be made. It’s important to realize how very different these approaches are. For example, an ad that shows to someone who is searching Google relates to what that person is looking for in the moment, whereas an ad that shows next to a news article may or may not be relevant to what the viewer is looking for or interested in. Here are some types of ads you can run through Google Ads:

Search – ads show in the Google search results triggered by the words being searched  

Display – ads show next to content on publisher websites (e.g., news sites) and in mobile apps

YouTube – video and banner ads can appear in and around YouTube videos

Discovery – ads show in feeds, such as the feed in the Google search app, YouTube app, and the Gmail Promotions tab

Maps – ads for business locations can show on Google Maps

What ad targeting options are available through Google Ads?

When it comes to search engine ads, keyword targeting is the most important type of targeting since people use words to search for what they want. Of course, location targeting is also very important. You can choose locations by country, state, city, zip code, or a customized radius around an address. When it comes to other types of advertising, like display ads or video ads, different methods of targeting come more into play. You can target by demographics, such as age bracket, gender, parental status, and household income level. You can target by interest, meaning people who have shown recent interest in certain topics through their search or web activity. You can target by content context; for example, if you sell accessories for motorcycles, you can choose to advertise on websites that relate to motorcycles. You can also target by placement, meaning you can choose specific web pages, mobile apps, or even YouTube videos where you want your ads to appear.