Every time you enter a search into Google for a product or service, unseen auctions take place at lightning speeds between businesses and advertisers who are at war for your click, with the hope that it may eventually lead to a sale. Google Ads is Google’s online advertising platform that allows you to create online ads to reach audiences that are interested in the products and services you offer. This Ads platform runs on pay-per-click (PPC) advertising, meaning you pay for every time a visitor clicks your ad. If you’re an advertiser who wants to start capitalizing on the overwhelming number of searches that take place on Google daily, there’s no better way to start than by signing up to use Google Ads.

Google Ads is measurable and scalable

Compared to traditional marketing channels like TV and magazine advertising, digital marketing is highly measurable, and PPC Google Ads is one of the most measurable digital marketing strategies. It’s difficult to make exact measurements in SEO because you can’t always know what actions led to increased or decreased rankings. Social media can be equally difficult to measure. In comparison, Google Ads is more transparent, providing tons of PPC metrics that allow you to see what works and what doesn’t. You can quickly determine if your campaigns are sucking or returning your investment. Google Ads is also highly scalable – meaning, it doesn’t require four times the effort to get four times the leads.

Google Ads allows you to harness intent

The biggest difference between the people you’re reaching with Google Ads and the people you’re reaching with other forms of advertising is their intent. On social media, for example, people aren’t looking to be advertised to. They’re not looking for solutions to the issues that challenge their everyday lives. They’re looking for dog pictures and vacation photos and news updates. And when you advertise to someone who doesn’t want to be advertised to, it’s likely you get turned down. On the other hand, with Google you’re not advertising to people who don’t want to be advertised to. You’re advertising to people who are searching for something specific, and when your ad appears, it helps them find the answer instead of interrupting their online browsing experience. Using Ads let prospects come to you, then you help them find answers, and subsequently you’ll put yourself in the best position to earn their business.

Google Ads is faster than using SEO

For new businesses and websites, it can take months to see organic results from SEO. This used to be referred to as the Google sandbox effect – people assumed Google was intentionally filtering new websites out of the results. However, the reality is that competition is tight and it takes time for a website to “prove” itself and earn authority and links. Google Ads is a great workaround for new businesses because you don’t have to wait around so long to see results. While working on your site’s SEO, you can put a budget into a Google Ads campaign and start getting impressions, clicks, and sales immediately. Because it’s so fast, it’s also a good way to test whether a given keyword or audience is worth pursing via organic search – if it converts well in Google Ads, you can assume that it’s worth trying to rank for in SEO and build out your content accordingly.

Google allows for massive reach

Today Google has elevated itself beyond a brand to a verb. The term “Google” is actually defined in the Merriam Webster Dictionary: “to use Google search engine to obtain information about (someone or something) on the world wide web”. When people have a question that needs answering they usually turn to Google. Want to learn a new cooking recipe? Google it. Want to learn about sea horses? Google it. Want to find the most affordable fitness gym plan in your area? Google it. There are over 2 trillion searches on Google annually, which is over 5 billion searches per day! Among those are people looking for solutions to problems that your business can offer. If they’ve ever used the internet, chances are they’ve Googled the answer to something. And if you can help them find the answer, even if it’s with an ad, they’re more likely to choose you than your competitor.