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Can you use Ads to Drive Traffic from Google?

Paid advertising (Ads) on Google is a great way to drive people to your website who is seeking out the services and products you provide. With Google Ads, you pay to have your website showing up at the top of search results for particular keywords. When an inquiry is entered using those keywords, Google looks at all accounts bidding on those keywords and will display and rank the paid results according to the quality and relevance of the advertisement.

Paid search results show up first, at the very top of the results pages. This type of exposure is a great way to generate more traffic to your website by qualified visitors. So, you only pay when someone clicks on your ad.

What is paid advertising?

Paid advertising simply means buying traffic with online ads.

You can see the ads displayed on the search results, these spaces are reserved for paid ads, making it attractive for website owners to pay Google to have their ads displayed in these spaces.

Advantages of paid advertising

Here are some of the reasons to integrate paid ads into your website marketing strategy:

  • By displaying your ads on Google, it is a great way to expose your company’s name to a larger audience
  • It is a quick way to drive relevant traffic to your website
  • With all the targeting options available, even small budgets can produce great results
  • Results can be tracked and measured to provide you with a better picture of your ROI
  • Collected data can be used to help you find and target valuable keywords as well as learn more about your visitors’ behavior trends

 Types of paid advertising

The two most common ones are Pay-Per-Click and Pay-Per-Impression.

What is PPC? Pay-Per-Click

It is the amount of money you will pay every time a visitor clicks on your ad. Of course, the amount depends on what the ad is about and which platform you are using.

What is PPI? Pay-Per-Impression

It is the amount of money you will pay to have your ad displayed a thousand times. Note that with this paid advertising method, you are paying for the ad to be displayed, not clicked.

PPC vs. PPI, which one is better?

It is difficult to say if PPC or PPI is more effective, as both have their strengths and weaknesses.

  • PPI rates are usually inexpensive and it is easy to apply a budget since you are only paying for a certain amount of views. Also guarantees that your ad will be shown the number of times you paid for it to be seen. However, it doesn’t measure how many people clicked on your ad.
  • PPC is very easy to track people who either did or did not click on your ad. You only pay for the actual clicks. But at the same time, because you are competing with other advertisers for the same ad space, PPC can become an expensive bidding war.

SEO Strategies for Driving Traffic to Your Website

Search engine optimization (SEO) is the single most important marketing channel for a small business, and if you are not investing in it today you need to be.  Business owners often spend money hiring expensive SEO consultants or agencies without seeing results. And it can be hard to compete for the top three positions against big box companies that have giant marketing budgets. But there’s still hope for the little guys!

The importance of analytics in online Ads

The statistics are everything once you start campaigns. With them, you are going to decide which campaign yields more to you or which one you should turn off. The connection of all the analytics in the transit of a user through the web, are the ones that give you the best inputs to make decisions.

  • Google Analytics
  • Website Analytics
  • Social Media Analytics

  • Facebook Analytics
  • General analytics in your target market
  • Analytics of your competitors

The power of Segmentation

Market segmentation is a marketing technique that involves segmenting a target market into smaller segments, enabling a business to conduct strong market research into customers. It helps you send the right message, every time, by efficiently targeting specific groups of consumers.

What Are the Five Types of Market Segmentation?

The five types of market segmentation include:

  • Behavioral Segmentation

Behavioral segmentation digs deeper into customers' purchasing habits. Includes behavior patterns, like customer loyalty or engagement level, specific to customer interactions with a brand or company. You can use behavioral segmentation to gain insights into customer experience, allowing for improvements in customer success.

  • Psychographic Segmentation

Psychographics is a type of customer segmentation that focuses on inner or qualitative traits. Psychographic attributes are the ones that aren’t obvious just by looking at your customer. Instead, psychographics requires deeper analysis. Examples:

Habits

Hobbies, activities, or interests

Values or opinions

Personality or attitude

Lifestyle

Social status

  • Demographic Segmentation

Demographics are the breakdown of your customer in the market for random traits like age or gender. These traits offer basic information on your customers. Examples of demographic segmentation include age, income, family size, education, or gender.

Occupation

Marital status

Political party status

Race

Religion

Living status

  • Geographic Segmentation

Geographics are the study of your customer based on their physical location, which can affect more physical interactions in the market. Examples:

    City

    State

    Country

    Population density

    Economic status

    Zip Code

    Regional climate

  • Firmographic Segmentation

Companies can use this type of segmentation to determine whether or not a smaller firm is apt for an investment.

With millions of firms worldwide, businesses can use firmographics to identify prospects based on size, scale, and funding. You can also breakdown firms into sections of:

    Non-profits

    Businesses

    Governmental entities

    Agencies

    Small-retail shops

    Independent contractors

The benefits of market segmentation

Companies that properly segment their market enjoy significant advantages.

Benefits include:

Stronger marketing messages: You can speak directly to a specific group of people in ways they can relate to, because you understand their characteristics, wants, and needs.

Targeted digital advertising: This helps you understand and define your audience’s characteristics, so you can direct your marketing efforts to specific ages, locations, buying habits, interests, etc.

Developing effective marketing strategies: Knowing your target audience gives you a head start about what methods, tactics, and solutions they will be most responsive to.

Better response rates and lower acquisition costs: These will result from creating your marketing communications both in ad messaging and advanced targeting on digital platforms like Facebook and Google using your segmentation.

Attracting the right customers: Helps you create clear and direct messaging that attracts the people you want to buy from you.

Increasing brand loyalty: when customers feel understood, well served, and trusted, they are more likely to stick with your brand.

Differentiating your brand from the competition: More specific, personal messaging makes your brand stand out.

Identifying niche markets: Can discover underserved markets, and new ways of serving existing markets, opportunities that can be used to grow your brand.

Staying on message: It’s easy to stay on track with your marketing strategies, and not get distracted into less effective areas.

Driving growth: You can encourage customers to buy from you again, or trade-up from a lower-priced product or service.

Enhanced profits: Different customers have different disposable incomes; prices can be set according to how much they are willing to spend. Knowing this can ensure you do not undersell yourself.

Product development: You will be able to design with the needs of your customers top of mind, and develop different products that cater to your different customer base areas.

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