It can’t be stated enough how important it is to have a robust presence on Google. With Google’s domination of the global market share (over 85% in 2021), it’s crucial for business owners to establish themselves on Google to help increase brand awareness and convert leads into clients.
There are two major platforms Google provides to businesses for their digital marketing efforts and business listings: Google Ads and Google My Business. Although these platforms differ in purpose and function, they both benefit a business’s performance in Google searches.
Today, we’re taking a close look at both Google Ads and Google My Business to see how they differ and why they are both important.
Launched in the year 2000, Google Ads (formerly called Google Adwords) is the online platform businesses use to manage their ad campaigns on Google. Anyone with a Google Ads account can strategically bid on keywords to appear in searches that are relevant to their business.
Who Are Google Ads for?
Google Ads is a benefit to both advertisers and web users. A business wants to appear in front of people searching for the products and services they offer. A user wants to see valuable search results relevant to their search query. Google Ads helps satisfy both parties, depending on whether the business implements the right tactics or not.
What does Google Ads rely on to work properly?
Google Ads operates off keywords and keyword phrases, but not just any words or phrases. To run a successful Google Ads campaign, you must build a strategy around the commonly searched terms your audience uses.
For example, let’s say you manage a shoe store and want to run a campaign to promote your tennis shoes. You can put all your effort into building a strategy around keywords that use the phrase “tennis shoes.” From “quality tennis shoes” to “best tennis shoes,” you can incorporate those keywords into your content to show up in searches related to “tennis shoes.” The only problem is if your audience searches Google for “best sneakers” instead.
This is why keyword research is essential for any Google Ads campaign. Knowing the terms your audience uses and implementing them into your ads helps ensure content optimization to get the most out of your efforts.
When do Google Ads campaigns run?
Through your Google Ads account, you can customize your campaign schedule, appearing in front of users at your ideal times. Many businesses don’t need to set a particular schedule, but some do. Perhaps an emergency clinic only serves after hours, or a bakery is only open on weekends. These facilities would benefit from an ad schedule that fits their schedule best to prevent wasted spend.
Google Ads can also run indefinitely or for a particular amount of time. It’s wise to maintain a continued campaign to establish brand recognition among your audience and steadily increase conversions.
However, campaigns created to promote a particular event should have an end date. This prevents the ad from running beyond the event date and potentially costing unnecessary budget spending.
Where do Google Ads show up?
There are five types of Google Ads that will appear in specific places:
Search ads – These text-only ads appear as a result on Google’s search results pages.
Display ads – Graphics display as static ads on websites and apps.
Video ads – Similar to a traditional commercial, video ads play before or during a video on YouTube.
Shopping ads – Sometimes referred to as product listing ads, shopping ads appear at the top of Google searches and present product images, product names, company names, and prices.
App ads – App ads appear across Google’s platforms like Search, Google Play, YouTube, and Google’s display network, promoting relevant apps available to download.
Why Google Ads?
Google Ads allows businesses to increase brand awareness, brand recognition, website traffic, and conversions. With over 4.3 billion worldwide users, 246 million of which are in the United States, Google provides an ideal platform for your marketing efforts.
For a further look into Google Ads, check out some of our recent articles:
- Google Ads for Beginners: A Glossary of Terms
- Google Ads FAQ: Answers to Your Most Burning Questions
- Do Google Ads Really Work? How to Track Ad Performance
Google My Business
Launched in 2014, Google My Business (also referred to as a Google Business Profile) is a free business listing for Google. There’s no fee attached to your profile, and Google uses the information from your profile across platforms like Google Search, Google Maps, and Google Shopping.
Who is Google My Business for?
Google My Business is for anyone with a business that has direct, in-person contact with customers. Online-only businesses cannot create a profile, but companies with physical locations (ex: retail stores, doctors’ offices, restaurants, etc.) or those who provide services in the field (ex: HVAC companies, locksmiths, home healthcare providers, etc.) are eligible for a Google Business Profile.
What is included in a Google My Business Account?
With a Google Business Profile, you can define your business type and provide contact information, location, hours of operation, and more. You can also add a description of what you offer and share a little about your company’s history, mission, or values.
Google My Business allows you to upload photos of your location, products, logo, or any other image that captures the heart of your business. You can even:
- Interact with customers
- Respond to reviews
- Accept online orders
- List products
- Offer services
When is my Google My Business information available?
Profiles take roughly 5-7 days to become verified. It can then take a few weeks for your information to update across Google’s platforms.
If you need to revise the information on your account, some items may automatically update. However, it can take longer for certain changes to apply due to Google’s approval policy. In some cases, Google’s process can take up to 2 days before the edit is approved. In other cases, it can take up to 60 days. (The review process is more involved when information is removed from the profile).
Where does my Google My Business profile appear?
Your business information will appear on Google Search and Google Maps.
Why Google My Business?
Google My Business is your opportunity to present accurate, detailed business information to your audience on the platform they use to find a company like yours. As mentioned before, over 4.3 billion users search for solutions on Google. By showing up with an accurate and informative business profile, you’re sure to grab users’ attention far more than you would without a profile.
For a deeper dive into Google My Business, check out some of our latest articles:
- How to Optimize Your Google My Business Profile
- Google My Business: Essential Glossary of Terms
- How Does Google My Business Impact My Local SEO Ranking?
M&R Marketing Can Help You Navigate Your Google Ads and Google Business Profile
The digital experts at M&R know the right strategies for Google Ads and Google My Business management. We can apply our expertise to your accounts to maximize your SEM efforts, reach your target audience, and grow your business. Ready to talk about improving your digital marketing? Call our team today: 478-621-4491