Above-the-line marketing channels offer businesses the means to cast a wide net and reach broad audiences to generate leads for their business. Such channels include billboards, television advertising, and running ads in printed media. Today, we will compare ATL marketing channels with Google Ads Marketing and discuss the differences, benefits, and adaptability of running a Google Ads campaign for your business.
A Laser Focus vs. Taking Aim at Everybody
When your business puts up a billboard next to a busy highway, you expect people to see your ad and react on it. Statistically, out of the thousands of people who saw your billboard during a regular workday, only a low percentage of people reacted to it. This concept applies to all forms of ATL marketing channels, and it is simply because of relevance.
Put yourself in the shoes of the consumer for a moment and ask yourself, would you react to an ad that is completely irrelevant to you? The simple answer is no – you would only react to an ad that interests you.
This brings us to the effectivity of Google Ads Marketing. When someone uses Google’s search engine, it “remembers” recent and frequent searches, along with utilising your Google account’s personal data to generate relevant search results that is tailored to your online footprint.
It also considers the location from which you use Google for more accurate results. This type of below-the-line marketing is one of the most effective ways to directly market to your online target audience and generate relevant leads for your business!
Tailored to Your Business and Target Audience
Google Ads operate on the concept of monthly and daily budgets that are allocated to a specific ads campaign. By displaying the ads and having people click on them, the campaign spends money from its allocated budget. When the daily budget runs out, the ads do not display anymore. As a result, it offers you more control over how much money you spend on your ads campaigns.
Google Ads also include display ads for banners and images, as well as video ads on YouTube. Therefore, you can run a multimedia ad campaign that specifically targets users that can be potentially interested in your product/service.
How Does Google Ads Marketing Work?
The best way to explain how it works, it to use a relevant example. Let’s say that you own a coffee shop in Menlyn Park shopping centre. If someone googles “coffee Menlyn Park”, your ad can pop up on Google’s search results – above or next to the organic search results.
Along with that, if someone visits a website that runs Google display ads, that user’s cookies will generate relevant ads and display them on the allocated spaces. Since the person in our example googled a coffee shop in Menlyn Park, your display ads can be relevant to them in the future.
Finally, if that person goes on YouTube and clicks on a video, they will be blessed with several ads before being able to watch the video that they clicked on. If your coffee shop runs YouTube video ads, they can be targeted to see your ad as well.
The conversion rate of targeted below-the-line advertising is undeniably higher than above-the-line advertising channels. This is simply because of people being more willing to react to an ad that is relevant to them instead of reacting to something that they do not have any interest in. If you want to try out Google Ads marketing for your business, Laetus Life is your solution!