How to Use Google Marketing to Promote Your Business?

Everyone who is engaged in business today is aware that appearance on the Internet has become the cornerstone of any successful business. The development of the Internet has contributed to the primacy of this field of marketing. If you’re not online, it’s the same as if you don’t exist. According to Google, 8 out of 10 shoppers are online at least once a day. What is Google Marketing and How to Use It Effectively?

Given that Google is the most used search engine, both globally and in our country, knowledge of the functioning and terminology of this ecosystem is crucial for your business.

Marketing on Google

The first question that arises is what kind of traffic and information flow are there on the site?

It is very important to differentiate the types of traffic on our website in relation to the source from which they come. Organic traffic consists of visits when using a search engine, while direct traffic consists of visits from people entering your company’s URL directly into their search engine. In addition to this, you need to understand the difference between all of your traffic sources and how they are classified. Google Analytics is a tool that provides us with a wealth of valuable information about the type and sources of traffic generated on our website by Google.

Referrerl: Traffic that occurs when a user finds you from a web address that is not the main page of the search engine

Social: Traffic from social networks, such as Instagram, Facebook, LinkedIn, Twitter

Organic: Traffic from search engine results that is earned, not paid for.

Paid search: Traffic from search engine results resulting from paid advertising through Google Ads

E-mail: Email marketing traffic that is correctly tagged with an email parameter

Other: If the traffic does not fit into any other source, it will be packaged in the Other option.

Direct: Any traffic where the source is unknown, i.e. the address is entered directly into the browser

Which of these types of traffic is most important to your business?

Depending on your marketing strategy and plan to reach your target audience, each of these types of traffic can have its own value. Of course, organic traffic is the most desirable form of traffic on a website, and some would say the cheapest. But is that really so? In order for the content of our site to be valued by Google and highly positioned, it is necessary to spend a lot of effort and resources to create content that will deserve attention. This is especially difficult when you are competing in an area where there is a lot of competition. In some cases, it may be better to resort to paid traffic.

How do paid ads work on Google?

Google Ads is an online advertising platform developed by Google, where advertisers pay to display short-form ads, offer services, product listings, video content, and incentivize the installation of mobile apps within the Google Display Network. There are 2.3 million searches on Google every second, and most search results pages include Google ads. There are two sections for displaying paid Google ads, one above the organic results and one at the bottom of the results page. The main campaign that we participate in the auction to display ads in search results is the Search Network.

Google also offers ads that appear on the Google Display Network. The Display Network is an extensive collection of external third-party websites that have partnered with Google and agreed to display Google ads. Google ads on the Display Network can be in text, image, video, or rich media formats and can be customized for a variety of purposes. This includes remarketing and banner ads. If you use AdSense, your ads will appear in selected areas on sites that contextually correspond to your product.

Google works with businesses and organizations in a variety of ways. These companies and organizations are called partners. For example, over 2 million non-Google websites and apps are ad partners. A very powerful and branched network that guarantees that advertising will come in front of a large number of users and potential clients.