Advertise on Google and Grow Your Business in Zambia
Google advertising is a great marketing strategy for businesses in Zambia. You can show an ad for your business to people who are searching for your type of business at that very moment and who are looking for businesses in your area. This type of targeting makes most business owners want to advertise on Google. If you want to enlist help with your Google advertising, try using a Google Partner like Icono Global.
Icono Global will craft a buyer persona for your business so you know which demographics are most likely to buy, write targeted ads to interests your best customers and have them visit your business website or Icono Global custom-made, high-converting webpage, and keep track of analytics and progress. Best of all, we have a dedicated team of Google-qualified online ad experts to answer any questions you may have and no contracts, so you can change your plan or cancel at any time. Contact us to get started.
What Is Google AdWords?
Google AdWords (now Google Ads) is an online advertising service that allows businesses to have their ads run on Google’s search results page. The ads look almost identical to the normal search results, with the only difference being the small word “Ad” in green. Google ads will show at the top and bottom of a search results page.
If you are interested in learning more about how to rank highly in the organic search results, contact us today.
How Advertising on Google Works
When a consumer searches for a term or phrase, Google will show the consumer relevant ads based on the keywords used in the search. Websites that want their ads to show on the results page bid on keywords that they believe people will use when looking for their type of business. For example, a plumber located in Atlanta might bid on the keywords “plumbing atlanta,” “plumber,” or “broken toilet.”
Depending on how much you bid compared to other plumbers in the area, your ad may show up on the results page when people search for the terms you bid on. In addition to how much you bid, Google also takes into account the relevance and quality of your ad and website. So even if you have the highest bid, the ad for your plumbing company will probably never show when someone searches “flower store.”
The Advantages of Advertising on Google
There are three primary benefits to advertising on Google:
1. Local Searchers Have Buying Intent
People searching Google are actively seeking what you offer. For example, it is not too presumptuous to assume that a user searching on “pizza Lusaka” is looking for a place to get pizza in Lusaka. Since you can set the geographical location that you want your ad to show in, you can make sure only people in your area are seeing your ad. For example, we can tell Google to only have your ad show to people located in Lusaka, or in a 5-km radius.
Compare this to advertising on Facebook. Even though you can show an ad for your restaurant to someone who is a known pizza enthusiast, you can’t show it at the moment they are looking for a pizza restaurant. Instead, you are targeting them when they’re browsing their news feed, not the moment they are hungry for pizza.
This is what makes advertising on Google so successful and unlike any other type of advertising. You are specifically targeting people who are in the market for your goods or services at the moment they’re seeing your ad. Not only that, but you can target only those people who are located in your area, which is a huge plus for local businesses.
2. You Only Pay if Someone Clicks on Your Ad
Another enticing factor is that you only pay if your advertisement works. Since Google uses a pay-per-click (PPC) advertising model, you only pay if someone is searching for the keyword you have bid on andis interested enough in your ad to click on it.
We can set how much you are willing to pay per click on your ad and set a maximum daily budget. This differs from traditional advertising, which costs you a set price to display your ad and does not consider whether or not someone even looks at it.
Google AdWords has revolutionized the way advertising works by only making you pay when the user has taken an action to view your site. We will go into more detail about how much it costs to advertise in our packages.
3. Advanced Tracking Ability
With the Google Ads, or AdWords, dashboard, we can track how many people see your ad, how many click on your ad, and how many take an action once on your website. That way, if we notice that a lot of people are clicking on your ad, but no one is buying anything once on your site, we know you need to edit either the landing page or the ad itself. By keeping a pulse on how your ad is doing, we can make any necessary adjustments quickly in order to have a successful ad campaign.
The tracking capabilities with advertising on Google is a huge plus for businesses in Zambia.
Imagine you own a flower store and decide to buy a billboard advertisement. Unless a customer told you, there would be little to no information telling you if anyone came to your store because they saw the billboard. You would be making a big investment without really knowing if it was yielding a positive return.
With Google Ads, you can track exactly how many people visited your site because they clicked on your ad. There is little risk since you can stop running an ad at any time if you notice that you’re not getting the results you want.
How Does Google Determine if Your Ad Will Show on the Results Page?
Google Ads uses an algorithm to determine which competing bidder’s ad gets displayed in relevant search results. While Google Ads is a type of auction, it’s not simply the highest bidder whose ad gets the top ad positions. Instead, Google considers how good of a search result your ad is for a user performing a search, and with that, how likely they are to click your ad. Ads that have high bids and are deemed good search results are those that get placed.
Google uses these three primary factors to determine when an ad shows on the results page:
- Bid – The bid is the price you are willing to pay for a click on your ad. You bid against other websites on keywords that you believe people search for if they are interested in your product. A flower store might bid on the terms “roses,” “cheap bouquet,” or “wedding flowers.”
- Quality Score – Quality score is a number Google assigns to your ad that reflects its relevance to a keyword. Your ad needs to be relevant to the search being made in order to show on the search results page. If someone searches “wedding flowers,” it wouldn’t make sense for Google to show an ad for a nail salon. You want to make sure you have a lot of the same keywords that you are bidding on in the ad itself, so Google can tell your ad is relevant to the search.
- Landing Page Experience – When someone clicks on your ad, the landing page that they are sent to should have similar content as the ad itself and the keywords used in the search. If you own a salon and are advertising manicures, you’ll want to link directly to a page that has more information on manicures, instead of to the homepage that includes all of your services.
How Quality Score and Bid Determine Ad Position
Google uses quality score and your bid to determine how each competing company’s ad will rank in Google’s search results. Quality score is measured by Google, and considers your ad’s relevance to the keyword you are bidding on and landing page experience in an overall effort to consider how good of a search result your ad is for the user.
Differences Between Mobile and Desktop Advertising
Mobile and desktop ads on Google are very similar. They both display ads at the top and bottom of the search results page, and you bid on keywords the same way with both. Though some business owners overlook mobile, it is something you definitely want to think about when advertising on Google. More than half of Google’s searches are done from mobile devices, and people searching on their phone often have local intent.
The key differences between desktop and mobile advertising are:
- Device Size – There is less space on a mobile device, so you need to make sure your message is to the point.
- User Intent – People on their phones are on the go, so you want to tailor your message depending on if it’s for desktop or mobile.
- Cost-per-Click – CPCs are based on keywords. However, you will find that CPCs will vary by device. For example, tablets typically have the lowest average CPCs and desktops have the highest. For many industries, especially B2B and ecommerce, desktop ads yield the most conversions, so while they cost more per click, they may still have a higher return on ad spend.
Below is an example of two ads for the same company, with the first showing on mobile and the second showing on desktop. Notice that the mobile ad incorporates a “click to call” button so that people searching on their mobile devices can easily call for more information.