When I saw this scene before my eyes, I got out my mobile phone to take a photo right away, already knowing what the title of this blog post would be.
I see two boats of very different sizes sharing the same water in the same harbour.
What does this have to do with Google Ads?
Everything, because Google Ads is a meritocratic platform.
In the past, digital advertising was dominated by advertisers with substantial financial resources. Small companies used to have huge problems getting results due to their low budgets, which were very different from those of big companies and multinationals.
This trend has changed in recent years, and Google Ads is the perfect example to show that any company of any size – and with very limited marketing budgets – can achieve impressive results with carefully tailored digital marketing campaigns.
I won't go into the technical details of how this change has taken place because it would take several pages and you probably won't have understood everything by the end of it. I'll just say that by focusing on ad quality, relevance, and performance, Google Ads has created a fairer and more inclusive landscape for businesses and advertisers of all sizes.
And since I like to back up my words with real data, here's a screenshot of the account of one of my clients in the hotel sector.
As you can see, my client has an impression share of 53% and is positioned first in the target market, ahead of behemoths such as Booking.com, Airbnb, Tripadvisor, etc.
My client's budget in this market: €18/day
Booking's budget in this market: between €5,000 and €15,000/day.
To show you how important Google Ads is for businesses, Booking Holdings spends around €2,000,000,000 (2 billion euros) a year on Google Ads, which is around €500,000 a day.
Yes, if you're wondering, advertising accounts for more than 90% of the Google group's turnover, which is exactly why Google Ads is designed and has been refined over the years to generate positive results.
Google Ads is an incredibly powerful tool for businesses of all sizes.
Think about it:
- Google Ads has over 246 million unique visitors per month;
- Google Display Network serves 6 billion ad impressions daily;
- Google Ads display campaigns reach 80% of global internet users;
- 65% of small business-to-business (B2B) companies have acquired a customer through Google Ads;
- On average, 41% of clicks on Google Ads go to the top 3 paid ads on the search results page.
The best digital advertising platform at your disposal is meritocratic, and it gives your small business the possibility to position itself and capture leads and sales in the same way as a multinational.
And I'll tell you a secret: I have advised the marketing staffs of several multinational companies, and don't think that because they're much bigger than you, they advertise better. They simply have a bigger budget than you. But, as you've just read, with Google Ads this is not a problem.
I'll close by telling you that the acquisition cost of my client in the example is €14, and that each booking generates an average of €1,600. I'll leave it to you to calculate the total profit.
On to the next conversion with Google Ads!
Dean.