The Importance of Google Ads for Your Organization

Learn why your organization should begin utilizing Google Ads and what type of Google Ads there are.
min read

It’s no secret that Google is the most-used search engine in the world. In fact, Google processes 40,000 search queries every second, which amounts to over 3.5 billion searches per day—about 1.2 trillion searches in a single year. It is extremely likely that you have used Google recently and have come in contact with ads on the platform and even interacted with them. 

Does your organization currently have Google ads as a part of its marketing strategy? If not, there’s no time like the present to include this lucrative marketing tactic. Still on the fence? Read on to learn why your organization should begin utilizing Google Ads and what type of Google Ads there are.

Why Use Google Ads?

Let’s lead with a few statistics as numbers don’t lie and these numbers are quite impressive.

According to Moz, people who click on Google ads are 50% more likely to make a purchase compared to those who found the website through organic results. It is possible that your organization’s website has excellent search engine optimization (SEO) and ranks on the first search engine results page (SERP). However, you are able to increase the likelihood of a purchase by 50% if you run Google search ads, which can place your ad within the first three results as opposed to the bottom of the page depending on your bidding strategy. As a matter of fact, 41% of clicks on the search engine results page go to the top three paid ads within the search results. So it is advantageous for any organization to utilize Google ads not only to raise brand awareness, but to also increase conversions or purchases.

Something to also keep in mind is that the Google Ads Display Network reaches 90% of all Internet user through 2 million websites. The more eyes on your ads, the better. Especially if you utilize excellent keywords that you know your prospects are using when it comes to your organization and what it offers to the community.

Are Google Ads Cost-Effective?

Google Ads allows your organization to choose a budget, as well as how high you are willing to bid on specific keywords. However, the thing to remember is that this is an auction-based platform, and some keywords are more expensive to bid because some are more popular than others. 

Google recommends that a daily budget be between $10 to $50 for beginners and adjust as necessary. Google also states that it delivers an 8:1 return on investment (ROI)—or $8 for every $1 spent. The goal, as with any PPC campaign, is to keep the cost per click (CPC) down. 

Right now, the average CPC for Google Search is $1 to $2 while it is $1 or less for Google Display ads.

Types of Google Ads

There are two types of ad networks within Google Ads: search network and display network. Each has a different function but ultimately leads to the same results—traffic and conversions. 


Ads created for the Google Search Network appear on the search engine results page once a query has been made. Search ads can appear as the top three results of each page, as well as the bottom three. The goal is to have a bid strategy in place where your ad will appear at the top of the page rather than the bottom since 41% of clicks on the search engine results page go to the top three results. 


Ads created for the Google Display Network appear as users browse the more than 2 million sites across the Google Display Network, which equates to about 90% of online users. These display ads appear as banners or videos while people are watching YouTube videos, browsing online and checking their email via Gmail while using any internet-connected device. Ads can even appear in apps. 


While video is a part of the Google Display Network, it is worth noting that video ads only run on YouTube, which is owned by Google. Currently, YouTube has more than 2 billion logged-in monthly users, which means that it’s a lucrative platform to get your organization’s video ads on. However, it’s likely that the number of monthly users is much higher because you don’t have to have an account to watch a video on YouTube. 

According to Google, 70% of viewers bought from a brand after seeing it on YouTube. If your organization has the ability to create high-quality video ads, then utilizing video ads in the Google Display Network should definitely be in your marketing strategy.

ACTIVE Can Take Your Google Ads to the Next Level

‍ACTIVE’s digital marketing services can get your organization in front of the right audience by utilizing paid ads on Google and social platforms, as well as improve your website’s SEO. Our digital marketing services team can assist you with the creation, implementation and optimization of a digital marketing strategy that’s sure to see a return on investment. Connect with us today to see how ACTIVE can help set up and run your Google ads and more!

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Jessica Harp
Marketing Specialist, B2B
June 7, 2021
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