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First things first, if
you're considering search engine advertising, then you need to answer
this FAQ...
Are My Customers
Really Using Search Engines To Make Buying Decisions?
Let's take a look at
some key stats:
·
86% of consumers use the Internet to find a local
business. (WebVisible
survey)
·
72% of consumers prefer to find information on local
merchants via search. (WebVisible survey)
·
29% of consumers search for local businesses at least
every week. (BrightLocal
survey)
OK, so your customers
are searching, but does that mean you should use Google Ads? That leads
us to the next common question...
Why Use Google
Ads Versus Bing Ads?
I'll let the stats
speak for themselves here:
·
Google owns 70% of the search market share. (NetMarketShare). This stat alone
answers the question, but we won't stop at just search. Here are some
stats about Google's Display network...
·
Google owns the world’s largest online display advertising
network. (comScore)
·
Google display campaigns reach 80% of global internet
users. (Google
Benchmarks and Insights)
·
Consumers exposed to display ads are, on average, 155%
more likely to search for brand- and segment-specific terms. (Specific Media)
Before we move on, here's
one more stat that is important to understand:
·
About 97% of Google’s total revenues come from
advertising. (Google Investor
Relations)
Why is this stat so
important? It highlights the importance of Google Ads to Google's
business. Since Google depends so greatly on Google Ads, that means
Google's focus and priority is on maintaining and continually improving
the Google Ads toolset.
Now, if you're familiar
with search engine optimization, then you're probably asking this next
question...
Why Not Just
Invest in SEO?
Unfortunately, it's not
quite that simple, as the following stats highlight:
·
89% of the traffic generated by search ads is not replaced
by organic clicks when ads are paused. (Google Research)
·
For high commercial intent search queries, the top three
ad spots take about 40% of the clicks on the page. (The War on Free Clicks - Wordstream)
·
98% of searchers choose a business that is on page 1 of
the results they get. (BrightLocal). This emphasizes the importance of ranking
on the first page of Google. If you're investing in SEO (which I highly
recommend for many of the same reasons listed here), then advertising
is yet another way to get your business on the first page to ensure you
in front of 98% of your audience.
And, of course, we need
to address the most important question...
Do Google Ads
Campaigns Really Work?
When set up and managed
correctly, then businesses can see strong return on investment from
Google Ads, as indicated by the following stats:
·
Businesses make an average of $2 in revenue for every $1
they spend on Google Ads. (Google Economic Impact Report)
·
72% of Google Ads marketers plan to increase their PPC
budgets (Search Engine
Watch). This is a strong indication that those businesses were
generating positive ROI, because if they were not, then they wouldn't
increase their budgets.
·
70% of mobile searchers call a business directly from
Google Search. (Search Engine Watch)
·
70% of mobile searches result in action being taken within
an hour. (Mediative
Labs)
Of course, there are a
lot of factors that determine the success of a Google Ads campaign so
these stats should not imply that every ad campaign will be profitable.
The reality is that you must set up and manage your ads correctly to
see positive results.
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