Why is it worth supporting advertising in Google Ads?
Do you want to reach a wide audience, so you're investing heavily in Google Ads? While this is a step in the right direction and an excellent way to acquire customers, it's often not enough to attract the optimal number of customers. Find out what other marketing activities you can implement to attract customers to your company!
Google is the most popular search engine in the world, so a website's presence in the top positions is highly desirable. It allows you to reach potential customers who can become actual recipients of the products or services you offer.
The problem is that the path to the top is convoluted and winding. That's why many choose the perfect shortcut – investing in Google Ads. This advertising strategy allows, among other things, the placement of text ads in search results—sponsored links to a website that don't significantly distinguish themselves from other links.
Well-optimized campaigns of this type can be very effective while generating reasonable costs. However, this requires knowledge, practice, and continuous monitoring of results and analysis of their effectiveness.
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Moreover, although paid advertising on Google brings many benefits , it cannot always be the only way to acquire potential customers.
It's worth pursuing other tasks in parallel – only a multifaceted approach will increase your chances of achieving your goals and scaling your sales. Below, you'll find information on which marketing techniques to use to support Google Ads and why.
5 examples of online advertising
Google Ads is an ad that appears above the organic results. This means it allows you to appear at the top of search results without the tedious SEO process, which doesn't always get you to the top spot.
Sponsored links are highly visible and, at the same time, not an intrusive form of advertising, but not every user chooses to use them. By limiting yourself solely to this form of advertising, you're effectively closing off access to a different audience, some of which are your potential customers.
This is the main reason why it's worth opening up to other online marketing activities . Their proper selection and implementation will help you significantly increase the effectiveness of your advertising—that is, achieve a better return on investment (higher effectiveness at lower costs). How can you effectively utilize available marketing tools? The examples below should help you plan your strategy appropriately.
SEO optimization
To achieve high rankings in search results, a website must meet certain standards. SEO optimization plays a significant role in this regard—a series of activities that adapt a website to Google's crawler requirements.
SEO optimization includes many activities, including:
- customizing meta tags,
- checking the content for duplicates and possibly removing them,
- checking whether the website is indexed by Google,
- performing redirections so that the website will be available at one address,
- ensuring responsiveness – i.e. proper operation of the website on various types of devices.
It's important to remember that SEO optimization isn't a one-time effort. Activities should be repeated regularly and, if necessary, adjusted. It's worth keeping an eye on Google's algorithm requirements for desirable website features.
Meanwhile, only an optimized website will properly support your online marketing activities.
Positioning
SEO is a key element of a strategy designed to complement the effectiveness of Google Ads ads. It involves taking steps to achieve higher search engine rankings. The process involves numerous factors.
These are variable in nature – everything depends on what modifications Google makes to its algorithm. Therefore, SEO is a multi-stage process that must be systematically implemented and constantly monitored. Only then will it increase the likelihood that your website will maintain high search engine rankings.
SEO is truly a system of interconnected vessels. Many factors influence a website's visibility. The good news is that you can influence most of them. While SEO doesn't deliver quick results like other marketing activities, its effects are quite long-lasting.
Once achieved, it's relatively easy to maintain a position, provided you don't rest on your laurels and continue with your established strategies. Meanwhile, a high position in search results for key phrases in itself ensures website traffic and improves the effectiveness of all advertising efforts.
High, meaning what? The goal is, of course, the very top, but second or third place is also a very good result. Generally speaking, SEO aims to place a website in the so-called top 10 results. Research shows that only a small percentage of internet users visit the second page of search results (where positions 11 to 20 are located).
One of the key elements of SEO is selecting the right keywords. It's not worth focusing on very general phrases – it's difficult to stand out in a highly competitive environment with a high concentration of content. However, choosing local and long-tail keywords is a good solution.
Users who enter such keywords into a search engine usually know what they're looking for and are much more likely to take advantage of the offer. There are many tools (including free ones) that help in selecting keywords that are thematically related to a specific website.
It is also possible to monitor the number of searches and trends in this area, as well as the activities of competitors who occupy the highest positions in search results for a given phrase.
Using various long-tail phrases also improves your website's ranking for your primary keyword. For example, if you run a shoe store, ranking for the phrase "shoes" will be very difficult.
However, if you consistently use specific long-tail phrases on your page (e.g., "women's insulated winter boots", "women's high-top sports boots", "girls' shoes size 36", etc.), your ranking for your main keyword will steadily improve.
It is worth remembering that the activities performed as part of positioning are a long list, which includes, among others:
- adding new subpages – if necessary,
- providing the website with valuable links,
- daily monitoring of position in search results for selected phrases.
These are just a few examples, as each SEO specialist chooses and builds on their own strategy. The optimization mentioned above also greatly aids SEO.
Moreover, modern positioning strategies are often based on content marketing, i.e. providing users with valuable content that is also optimized in accordance with search engine requirements.
Website positioning requires knowledge and experience. This is crucial because, when done correctly, it translates into an increase in search queries and organic traffic. It's also worth noting that positioning is often confused with SEO. SEO, however, is only a component of positioning.
Running a blog
A blog is an important tool that can support marketing efforts . It's the primary method for conducting the aforementioned content marketing, which has been considered one of the most important online advertising techniques for several years.
A blog typically has a less formal nature than a website, making it an excellent channel for communicating with your audience. It can be used to engage with potential users, converting them into real customers. It also serves as an additional resource for creating social media posts and recording podcasts and videos.
Blogging is also important from a SEO perspective. Statistics show that regularly publishing blog articles increases your chances of achieving better Google rankings by up to 434% (source: TechClient).
This creates additional space for publishing valuable content—the kind that Google appreciates. This allows a company website linked to a blog to rank much higher in search results. This translates into increased organic traffic to the website. This, combined with Google Ads advertising, increases the chances of acquiring new customers. Rivers with tributaries are always wider.
Importantly, blogging is accessible to virtually any business. Regardless of the industry, you can create articles on related topics and use relevant keywords. Content should be unique, engaging, and long enough to cover the topic as comprehensively as possible.
That's all there is to it. Theoretically, you can start and run a blog yourself – then it's a free form of advertising that only costs you a little time. However, when conducting well-thought-out marketing activities within a company, it's usually better to outsource the writing to professionals.
They will ensure the content is accurate and optimized for SEO. You can provide substantive knowledge yourself, for example, by preparing educational materials for copywriters. This can be especially important in technical or niche industries.
Presence on social media
Activities conducted on Facebook, Twitter, and Instagram make a company visible to users – potential customers. The more relevant touchpoints, the better. Today, social media is a key tool for interpersonal communication, so it's certainly worth using them to promote your company, gather feedback, and maintain customer relationships.
A presence on popular portals also allows for additional advertising. Promotion in this area can be very effective!
How to be active on social media? Start by choosing the right portals.
- Facebook is the most universal and, in fact, mandatory. It's where you'll find the majority of Polish internet users – according to the latest estimates, as many as 20 million! It's also a service that offers a wide range of advertising options.
- Facebook also owns Instagram, which focuses on visual content and is primarily used by young people. It's a great platform for lifestyle businesses, including those in the fitness and beauty industries.
- Pinterest, often overlooked but with a significant audience, has a similar reach. Primarily a place for sharing ideas and inspiration, it offers opportunities for creative advertising. It primarily attracts young women (especially young mothers). Therefore, it should certainly be on the radar of all companies targeting this group.
- LinkedIn is a service for professionals. It enables networking (establishing business contacts), promoting your business to B2B clients, and searching for qualified employees.
- Some companies also find it beneficial to have a presence on Twitter. It's primarily a tool for commenting on current events, recommended primarily for businesses seeking B2B clients. However, there are exceptions, such as the renowned Bytom Funeral Home (@bytompogrzeby), which has gained immense fame thanks to its darkly humorous tweets and creative real-time marketing.
- YouTube shouldn't be forgotten either, as it's also a user-generated platform. It's a tool that can be used across many industries. It's worth exploring, as audiovisual content is rapidly gaining popularity.
Adding engaging posts—especially those with the potential to go viral—will increase brand awareness and help build your brand image, regardless of your chosen channel. It's worth utilizing all social media platforms relevant to your business to maximize the results of your efforts.
This way, you can achieve a variety of marketing goals. Examples of successful social media campaigns are readily available online, along with the often impressive results they achieved. Perhaps they will inspire you to create your own inspiring ideas.
Social media presence has another advantage: it allows you to learn who your potential customers are. You can use this information to create even more relevant and engaging advertising messages – including in Google Ads.
Publishing on external sites
Publishing texts in external sources is similar to running a blog. Thematic articles offer an additional opportunity to showcase your company, which – through the expert nature of the published texts – will appear as a specialist in its field.
Being published in a reputable source brings prestige and undoubtedly helps build your image as an expert in your industry. This can help you achieve various marketing goals. The first examples that come to mind are, of course, increasing your company's recognition and credibility.
But that's definitely not all. If the text is published with links to your website, you'll also have a greater chance of attracting new customers and strengthening your website in the eyes of the Google search engine.
The marketing activities presented here are a must-have for any company looking to expand its sales and brand awareness online. While Google Ads campaigns are incredibly effective and necessary, it's not worth relying solely on them.
If you're looking for truly effective promotion, it's worth utilizing a variety of marketing channels and techniques. Most of the available solutions complement each other perfectly, allowing you to create a coherent message that reaches a wide audience.
Remember – online marketing activities can be very effective. However, it all depends on how you approach the topic. Both Google Ads and other marketing methods require commitment and appropriate content tailored to the audience.
It's essential to constantly analyze the situation and monitor results to achieve greater effectiveness and profitability. This requires knowledge, commitment, and time, so it's certainly not for everyone. If you want to ensure your company's marketing is conducted efficiently and effectively, trust the experts. Verseo is at your service!
Summary
The above article covers the following topics:
- Investing in Google Ads is an effective way to reach customers, but to achieve optimal results, it is worth combining it with other marketing activities and professional optimization.
- Combining Google Ads with SEO optimization allows you to increase your reach and reduce the costs of reaching customers who avoid paid links.
- Systematic positioning based on long-tail phrases and valuable content ensures a lasting increase in visibility and organic traffic, effectively supporting paid campaigns.
- Regular blogging builds relationships with customers and dramatically increases your visibility on Google, providing free or low-cost support for your Ads campaigns.
- Social media activity builds brand image and provides valuable customer data, which allows for more precise advertising targeting and increasing the number of touchpoints with the audience.
- Publishing expert articles on external websites builds brand prestige and strengthens website positioning, providing a necessary complement to a Google Ads campaign on the way to market expansion.
