How to make use of google to market your product

Google is undoubtedly the search engine of choice for most people out there. It has been seen that statistically, Google alone accounts for 76% of all web search traffic on desktop & 86% of all mobile search traffic. This means that if you are looking to leverage any search engine, Google would be your best bet to fast results.

But just saying that google is the preferred search engine, is not making a case for why you should invest your time & money into it. So, here’s a stat that takes the cake.

About 93% of all website traffic ever comes through the search engine. This means that around the same or possibly more customers are finding you through Google. However, Google has so much more to offer to you in terms of advertising. Organic search is not the only way Google can help your business gain visibility & bring in leads.

Google’s paid advertising is in fact, the largest paid advertising channel among businesses today. If so many businesses prefer it, there must be some magic in the sauce right? Two out of every five small to medium businesses would choose google advertising over everything else. 80% of all companies invest in Google Ads. That is more than 700,000 advertisers who are actively using Google ads to scale their business & grow.

So what are the things that you can get into with Google?

Search Engine Optimisation

Search Engine Optimisation or SEO is a way to optimise your website & your business’s online presence to gain a higher ranking on Google’s search engine. SEO is often the go-to strategy for small businesses as the capital involved is little to none. Infact, for the most part, the spends involved in SEO are none. SEO is an active effort to put out targeted content that carries heavy references to relevant keywords. This could be content in the form of webpages, landing pages, blogs, blogs written on external sites, or even press releases.

SEO is a continuous effort. And is not something that can be achieved in a matter of days. It must also be noted that once you achieve a certain ranking on the Google search engine, it does not stay that way forever. It can change at any time. Therefore, SEO must be an activity that you or your business consistently engages in until your business has achieved such a presence on the internet that a slip in rankings does not affect you.

With the exception of the press release, none of the activities that are encompassed by SEO are paid activities, if you have writers in-house.

Search Engine Marketing

SEM is what people are most familiar with when it comes to marketing on Google. SEM constitutes a process where you bid for the first two spots on any search engine result. That being said, when you market through SEM, you are paying for the top spot and therefore the person that is searching is also made aware of the same by a small but significant “ad” symbol on the top left corner of your search result.

SEM works by targeting and bidding for specific keywords that your business is interested in. If you choose a keyword that is popular in your industry, you may find yourself biddign higher amounts and competing for the top spot.

You can think of it as an auction where Google auctions out the top two spots on a search page, and you and other companies in the space bid to be seen in that spot.

Unlike SEO, with SEM comes a monetary requirement too. You will be paying for your bids, clicks, and also be charged for every few hundreds of impressions.

On the bright side, with SEM you are guaranteed a spot on the search page and you could perpetually keep a single ad running and never have to work on it again.

In comparison to SEO, SEM is not time-intensive, but budget-intensive.

The Display Network

The display network is one that spans across the internet and is not limited to Google.

It is, however, run and managed by Google. The display network consists of an infinite number of ad spaces available across the internet on websites, streaming sites, blogs, mobile applications, games and more.

Through Google’s display network, you can create and share graphical and video advertisements to people as they move across the internet. You could identify sites that your target audience is likely to visit and pay to be advertised on these sites.

Alternatively, you could pick out the sites where your target audience would go or the sites of your competitor’s, share the links with Google, and target those people with ads wherever else they go.

The display network, like SEM is a paid activity and is more capital intensive than SEM. It also involves the need for basic graphics skills and video editing skills that may not be possible for a small company. That being said, the display network is certainly worth investing in.

You know those ads that follow you around right after you look up the product that you like? That’s part of the display network. And that’s how powerful it is.

Ideally, you would use a combination of all 3 methods to advertise and market your company online.As a starting point, here’s a thumb rule,

  1. If you have less capital and lots of talent, choose SEO.
  2. If you have a little capital and less talent, choose SEM.
  3. If you have an abundance of budgets and talent, go for the display network.

It never hurts to try, so give all three a shot on a smaller scale and see what works for you. There’s no formula that is set in stone when it comes to digital marketing.

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