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What are Google Search Ads?

When you search for a service or product in Google, Google Search Ads show at the top of the results page. They're a subset of Google Ads (previously Google Adwords), and use a pay-per-click spending strategy, which means you only pay when people click on your ad.

When talking about Google Search Ads, the “search term” is what a potential customer types into the Google search engine.

This search term comes with a specific “search intent”, which is what they’re hoping to get out of the Google search. When you understand your target audience’s search intent, we can target it by showing ads for related search terms.

Why Google Search Ads?

Google Search Ads only show when someone searches a phrase related to your business. This means they'll only show to customers who are actively looking for your services and are likely ready to buy. This makes Google Search Ads very powerful when it comes to generating traffic to your website, and getting motivated customers looking at your services.

Google Search Ads also create fast results when compared to other marketing techniques, such as Search Engine Optimisation. They’ll be up and running within a day of being created, and after a brief (around seven days) learning period while Google collects data on your ads, they’ll be optimised for conversions. This means you’ll start seeing results, fast.

Google Ads allows users to create multiple Search Ad campaigns with different target audiences and search terms. If you have more than one service or product, this means that you can advertise each of them separately, ensuring that the ads match the search intent. If there’s even a slight mismatch between customer search intent and your Google Ad, searches probably won't click on it. Even if they do, they probably won’t convert. This means you’d be spending money for clicks from people who were never actually interested in your services!

Splitting campaigns up into different customer search intents means that the clicks you get for your ads will be high quality, and from customers who are looking for you specific services.

Additional Benefits

Another benefit of being able to split up your campaigns is to target different audiences. Think about your customers — even if they’re purchasing the same product or service, they’re all quite different. They'll have different interests and different reasons for wanting your services. If we tap into these differences, we can create campaigns that target subsets of your audience. This means we can specifically appeal to their unique needs and interests. The better you understand your audience, the better Google Search Ad campaigns we can create.

Brand awareness.

While the most common use of Google Search Ads is to advertise products or services, they’re also great for brand awareness.

Think of it this way — if someone is searching for your brand name, you want to make sure you’re the top result they find. With Google Search Ads, we can direct people who are searching for your brand name to your website, and make sure they don’t land on a competitor’s website instead...

Are there any drawbacks?

You have to pay for every click

But, not every click is going to convert. This means you spend precious advertising budget for people who won’t pay for your services.

This is an inevitable part of PPC advertising — in fact, a good conversion rate is considered to be between 2 - 5% depending on your industry. That means that between 95 - 98% of people who click on your ads don’t convert! However, we have ways to maximise the number of conversions, and reduce unwanted clicks.

First, the ads need to be good quality. They need to be well set-up, target the right audiences, and use the right search terms (we can help with that!). After that, we need to make sure the landing page is optimal. A good landing page has to load quickly, and be relevant to both the ad and the search intent. Our in-house creative team create custom landing pages for our clients to ensure their ads generate the best possible results.

After these two crucial first steps are taken, Helium takes a third step. On every Google Ads account we manage, we use industry software to block fraudulent clicks from competitors or bots (yes, this actually happens). With these three factors, we can ensure that you get the most conversion bang for your advertising buck.
They require continuous upkeep

Online markets, search intents, and competitor businesses are changing constantly, and if you want your ads to keep showing you have to keep on top of them. Of course, when you work with Helium, all that is taken care of — you can rest easy knowing that our experts are on the job and consistently checking your campaigns.
There can be competition

If Google Search Ads are so great, why isn’t everyone using them? Well, a lot of businesses are. They’re an effective way of getting in front of a motivated audience, and people know it. If you’re in a highly competitive industry, you might find that others are competing to show ads for the same search intents as you.

At Helium, we've spent years becoming experts in Google Search Ads. We know how to maximise your ad rank and get more customers seeing your services - so you can focus on your business while we handle the technical stuff.

Want help managing your Google Search Ads? Check out our ads management services today.

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