The popularity of Google for search has made Google Ads the default choice of some marketers for digital marketing. According to statcounter.com, Google's share of the search engine market held steady at 92% in 2019. Google has helped drive up the desirability of advertising on its applications through new initiatives like local service ads (LSA), "Google Guaranteed" badges, and Google My Business (GMB) profiles in addition to the original Google AdWords program. But is Google Ads a comprehensive marketing strategy? Even though Google Ads is used by about 35% of all websites, its effectiveness depends on the need of a customer for a product or service. While Google Ads can capture a customer who has an immediate need, it may not be the optimal advertising channel for those who are not actively seeking a solution. In fact, comparing it with radio, social media, and video advertising, and even simple Search Engine Optimization (SEO) indicates that Google Ads is not necessarily the channel with the best ROI.
Great advertising doesn't happen accidentally - it's created by a combination of factors that includes reach, exceptional messaging and content that is specifically created to appeal to your target audience. Ad content can take a variety of forms across media channels: text, audio, images and video. But regardless of the medium, it's the quality of the content that will drive people to your product or service. See first-hand why data-driven, relevant, informative and engaging content can make the difference between advertising that is simply good or truly great.