When it comes to online advertising, there is an array of options available in the market today. However, Google and Bing Advertising have turned out to be the best advertising platforms among all these. But it is crucial to understand why you should pick one alternative as against the other. This blog will discuss how Google and Bing Advertising fits into your overall strategy to boost your online presence. Let’s dive into the five reasons why you should start using Google and Bing advertising right away!
#1 ATTRACT NEW CUSTOMERS
Both Google and Bing enjoy billions of searches every month and, in the case of Google, every day. This is a known fact that a vast majority of users use Google to search for products or services. In fact, there might be hundreds and thousands of searchers looking for a product or service similar to yours right now. So, if you manage to get your brand on the first search engine results page, you are highly likely to convert those prospects into customers.
This is the reason both Google and Bing let brands target relevant ads at searchers. Take note of the word “relevant” we just used. It is crucial to keep in mind that search engines thrive off of delivering users precisely what they are searching for. Hence, the more relevant your ad is, the higher its position will be in the search results. Search engines gauge your ad relevance by considering your ad message, landing page, keywords, and so on.
#2 BOOST YOUR WEBSITE TRAFFIC AND CONVERSIONS
Advertising on search engines helps drive traffic to your website immediately. Your ads instantly become active or live after clicking a couple of buttons. In contrast, the other way to drive traffic to your website viz. search engine optimization might take several months or even years! SEO (or search engine optimization) involves optimizing your site to show up higher in the SERPs and get more organic traffic. Even though it is incredibly effective and cost-efficient once you achieve it, search engine advertising lets you immediately reach the searchers. It also allows you to target as many keywords and audience demographics as you want.
In order to generate conversions, your ad needs to live up to its promise. For instance, if your advertisement shows a 30% discount on all products, your website must reflect it as well. You need to build a clear, succinct, and well-designed landing page where searchers land when they click on your advertisement. Therefore, your landing page is essentially the first page of your website that the prospective customers will land on. If your landing page or website isn’t effective, it will drive the users away, and you’ll end up wasting several hundred dollars on advertising.
#3 HYPER-TARGET PROSPECTS WITH LOCAL TARGETING
Another notable benefit that comes with using Google and Bing advertising is the ability to target potential customers geographically. This is hugely beneficial for small and local businesses who only want to advertise their products or services to people who are near them. Search engine advertising enables brands to target potential customers within a specific mile radius of their business. For instance, if you own a coffee shop in Pasadena, you can target searchers looking for coffee shops within a 10-mile radius of your business location.
This is something that most of the traditional advertising sources couldn’t do in the past. Print media, TV commercials, and radio usually reach a broad audience. Local businesses with storefronts need to focus on the potential customers in the proximity of their business address. On the other hand, national businesses might want to try out targeting particular cities or areas. You might stumble upon specific regions that tend to convert more compared to others. With the help of search engine advertising, you will be able to focus on those particular areas that are generating the most results for you.
#4 MEASURABLE RESULTS
One of the top advantages of using search engine advertising is that it is measurable. You pay to get results. Google and Bing advertising systems offer analytics that lets you track the performance of your ad campaigns. For instance, by installing conversion tracking on your ads, you can examine the total number of sales certain advertisements have generated.
Here are a few measurable results you can get from Google and Bing advertising:
- Leads and sales: You can install conversion tracking or set up website goals in Google Analytics to measure your leads and sales. You should audit your CPCon (cost per conversion).
- Website traffic: You can measure your website traffic by analyzing the total number of clicks specific advertisements are generating. You should audit your CPC (cost per click).
- Brand awareness: Track the total number of people your advertisements have reached to measure this. You should audit your CPM (cost per mille or cost per thousand impressions).
In order to obtain these results, it is vital to grasp and interpret data. Google and Bing will present performance data based on location, time of the day, device, etc. Today modern advertisers are utilizing performance data to test out new ad campaigns or tweak the existing ones. When you get this right and continue to do it successfully over time, your cost per the desired outcome will gradually reduce.
#5 REMARKET TO INTERESTED CUSTOMERS
Have you ever noticed that you visit a particular website, and ads from the same site start popping up wherever you go (online)? If yes, it means you have been remarketed to earlier. Remarketing is indeed one of the most prominent benefits of using search engine advertising. It allows the advertisers to display their ads to users who have visited their website earlier—wondering how this is a good thing? It’s because people who visit your website are most probably interested in buying your products or services.
As per a recent study, on average, websites are only able to convert less than 10% of their total traffic into customers. This means more than 90% of the users who visit your website for the first time will not buy something right away. With the help of remarketing, you can specifically advertise to those people who have shown an interest previously in the product or service your brand is offering to them. Remarketing gives you the golden opportunity to reconnect and engage with potential customers who already know your brand and its offerings. When you get it right, you can dramatically boost your website conversions in no time.
WRAPPING IT UP
Search engine advertising helps put your business in front of your target audience. It helps them become aware of your brand. While SEO takes time to generate results, search engine advertising does it immediately. However, that is not to say that you should not focus on your SEO efforts. Do it simultaneously for short-term and long-term benefits.
Google and Bing advertising indeed emerge as winners among the broad range of advertising options available today. By now, you must have realized why that is. So go ahead and get started with search engine advertising right away to grow your online presence and increase your overall sales and conversions.
Happy advertising!
Hariom Balhara is an inventive person who has been doing intensive research in particular topics and writing blogs and articles for E Global Soft Solutions. E Global Soft Solutions is a Digital Marketing, SEO, SMO, PPC and Web Development company that comes with massive experiences. We specialize in digital marketing, Web Designing and development, graphic design, and a lot more.
SOURCE : Google and Bing Advertising
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