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Just Google It: What are Search Ads and How do They Attract Customers?

Do you get slightly annoyed when you Google “cat food” and the first result shows “ad” next to it?

Wait. “This is exactly what I was looking for,” you think as you click on the “ad.”

Search ads are evolving. They don’t show you useless information anymore. They don’t leave you wondering, “who thought THIS is what I wanted to see?”

As more and more people turn to online shopping (Amazon has nearly everything these days), search ads are becoming increasingly relevant for businesses. They capture search intent and offer a fast, simple solution to users’ needs.

Are you looking for a way to attract customers by offering them top-quality service the instant they search for it? Getting familiar with search ads is the way.

Keep reading to learn the ins and outs of Google search ads.

So What Are Search Ads?

A search ad is any search result with “ad” next to it on a search engine results page (SERP). They appear at the top and bottom of the page.

Getting to those top spots is the goal for businesses investing in search ads. How do you make it to the top spot? That requires a high Google Ad Rank.

How does Google determine your Ad Rank? Google doesn’t reveal the exact formula, but there are a few factors we can be sure of:

  • How much you bid for your ad to be seen
  • The quality of the page (determined by Google) your ad sends users to

How Do They Attract New Customers?

To put it simply, they capitalize on the user’s search intent.

You build search ads by targeting keywords related to the services you offer. You can target a broad product like “cat food,” or you can go with something like, “organic cat food near me.”

This is why local businesses love search ads. Everyone typically knows where their nearest big pet store is. But if you’re a smaller business that sells a specialty product, targeting these keywords with Google search advertising can help attract new customers.

What About Organic Search Results?

Organic search isn’t going anywhere. Not every SERP has ads at the top, and Google knows people don’t like scrolling past rows of ads before they get to what they want.

What search ads excel at, however, is showing users services with a fast solution to their needs.

For example, if you’re looking to compare the best baby food blenders, an organic result is your friend.

If you need to find urgent care for your broken toe, however, a search ad is going to lead you to one fast.

Getting Your Ads on Google

Can you think of a product or service you offer that people would be searching for?

If the answer is yes, you want to dedicate some time to keyword research, search intent, and making sure you have a valuable, useful place to send customers. After that, invest in some search ads to get the traffic you want.

If you’re looking to learn more about marketing for your business, be sure to check out the rest of our digital marketing blog for more.

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