Executed correctly, a Google Ads Search and Display advertising campaign will complement your organic search results.

We’ve grown accustomed to believing that the search and social media platforms on the internet are a free service. The truth, however, resides in the fact that paid advertising on those mammoth digital platforms keeps all those bits and bytes flowing in and out of your smart phone, tablet, and desktop computer.

Therefore, marketers should consider those platforms as paid media channels. Adopting this mindset puts a different perspective on how to receive the greatest benefit from investing in internet advertising.

If your company has a website, then it probably has been included on a Search Engine Results Page (SERP) in response to a search query. Companies invest a considerable sum in website development, content generation and security, in hopes of achieving first page SERP results.

However, it’s still a crap shoot to try and maintain a first page SERP result.

Adding Google Ads text and digital display campaigns are tactics to complement organic SERP and to provide an avenue to consistently achieve first page position results.

Committing to an Google Ads campaign requires an understanding about the mechanics of bringing an Ad Words campaign to life, beginning with:

• Allocating a key word daily budget
• Selecting quality key words that pertain to the service or product offering
• Creating text and display advertising
• Developing landing pages that contribute to the ad rank
• Determining geographic locations
• Targeting the desired audiences to be reached

The big difference is that in the Internet ad world, it’s three times more labor intensive than print and requires constant monitoring, adjusting, and updating to achieve successful outcomes.

What you receive for all that extra effort is a myriad of measurements of how well the campaigns are performing, contribution to revenue generation through ROI measurement, and a close look at your competition’s efforts to add new customers and increase their market share.

Paid internet advertising is a juggling act combining keywords, landing pages, and bidding to achieve conversion goals.

What’s important to remember is that the internet has matured and is now filled with very competitive and complex search and social media channels. Advertising on these channels can offer a granular view of what your customers are interested in, how your product or service offering addresses their need, and if your creative efforts are enticing enough to warrant a click through leading to a possible sale.

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