It feels like Google has been around forever. That’s largely because they’ve so strongly cornered the search engine market that “Google it” has become the term for looking something up online, whether you’re actually using Google or not. But these days Google is so much more than just a search engine. Sure, most of it still involves online search, but there are a variety of different ways you can utilize their platforms to increase your business’s exposure online.
Whether you’re looking for foot traffic or web traffic, Google is the ultimate search referrer. A Google My Business account ensures that when someone looks your company up on Google Search and Google Maps, they find it. You’ll also be able to add photos and relevant information such as hours, phone numbers, and reviews for people to see when they are looking at your business.
Since Google is the king of search, you want to be top of the list when people search for terms relevant to your business. Whether it’s through paid ads or by improving your organic SEO, you want people to find you quickly and easily. Also, Google’s paid ads have many different options on how and where you want your business, or individual products, to appear when people are searching.
Google AdWords can be used to make advertisements that are seen on relevant search results and related webpages. Most people think of AdWords just being a simple Cost-Per-Click search engine marketing tool, but many don’t utilize the different options available to them. You can set up Google Shopping ads for individual products, display ads using photos or video, or even responsive ads that automatically adjust their size, appearance, and format to fit available ad spaces.
AdWords offers robust reporting and analytics tools, so you can monitor ad performance to ensure campaigns meet advertising goals. Utilize this and make sure that you’re well versed in Google AdWords, or find someone who is, because if you don’t know what you’re doing it can be very easy to lose money.
Google Analytics is a powerful free tool that lets businesses measure traffic and track visitor behavior to determine what is and isn’t helping a website meet its goals. It offers a range of visitor metrics, such as audience engagement, mobile and social media traffic, bounce rates, and where people are coming from so you can effectively measure the success of your digital campaigns.
Many small businesses get by without implementing some of these Google practices, but they’re missing out on numerous opportunities to get in front of potential customers. There’s no denying the importance of Google in today’s day and age, so why would anyone leave the world’s largest platform out of their marketing plan? Take a look at your goals and you’ll find that Google inevitably fits into many facets of a successful marketing plan.