This article was last updated with relevant content in June 2024.
It can’t be stated enough how important it is to have a robust presence on Google. With Google’s domination of the global market share (over 90% as of 2024), it’s crucial for business owners to establish themselves on Google to help increase brand awareness and convert leads into clients.
Google provides two major platforms for businesses’ digital marketing efforts and business listings: Google Ads and the Google Business Profile. Although these platforms differ in purpose and function, they both benefit a business’s performance in Google searches.
Today, we’re examining Google Ads and Google Business Profiles closely to see how they differ and why they are both important.
Google Ads
Launched in 2000, Google Ads (formerly Google Adwords) is the online platform businesses use to manage their ad campaigns on Google. Anyone with a Google Ads account can strategically bid on keywords to appear in relevant searches for their business.
Who are Google Ads for?
Google Ads is a benefit to both advertisers and web users:
- A business wants to appear in front of people searching for the products and services they offer.
- A user wants to see valuable search results relevant to their search query.
Google Ads helps satisfy both parties as long as the business implements the right tactics and strategies in its Google Ads campaign.
What does Google Ads rely on to work properly?
Google Ads operates off keywords and keyword phrases, but not just any words or phrases. To run a successful Google Ads campaign, you must build a strategy around the commonly searched terms your audience uses.
For example, let’s say you manage a shoe store and want to run a campaign to promote your tennis shoes. You can put all your effort into building a strategy around keywords that use the phrase “tennis shoes.” From “quality tennis shoes” to “best tennis shoes,” you can incorporate those keywords into your content to show up in searches related to “tennis shoes.” The only problem is if your audience searches Google for “best sneakers” instead.
This is why keyword research is essential for any Google Ads campaign. Knowing the terms your audience uses and implementing them into your ads helps ensure content optimization to get the most out of your efforts.
When do Google Ads campaigns run?
Through your Google Ads account, you can customize your campaign schedule, appearing in front of users at your ideal times. Many businesses don’t need to set a particular schedule, but some do.
Perhaps an emergency clinic only serves after hours, or a bakery is only open on weekends. These facilities would benefit from an ad schedule that best fits their schedules to prevent wasted ad spend.
Google Ads can also run indefinitely or for a particular amount of time. It’s wise to maintain a continued campaign to establish brand recognition among your audience and steadily increase conversions.
However, campaigns that promote a particular event should have an end date. This prevents the ad from running beyond the event date and potentially costing unnecessary budget spend or creating confusion among your audience.
Where do Google Ads show up?
There are five types of Google Ads that will appear in specific places:
Search ads
These text-only ads appear on Google’s search results pages.
Display ads
Graphics display as static ads on websites and apps.
Video ads
Similar to a traditional commercial, video ads play before or during a video on YouTube.
Shopping ads
Sometimes referred to as product listing ads, shopping ads appear at the top of Google searches and present product images, product names, company names, and prices.
App ads
App ads appear across Google’s platforms like Search, Google Play, YouTube, and Google’s display network, promoting relevant apps available to download.
Why use Google Ads?
Google Ads allows businesses to increase brand awareness, brand recognition, website traffic, and conversions. With over 4.3 billion worldwide users, 246 million of which are in the United States, Google provides an ideal platform for your marketing efforts.
For a further look into Google Ads, check out some of our recent articles:
- Google Ads for Beginners: A Glossary of Terms
- Google Ads FAQ: Answers to Your Most Burning Questions
- Do Google Ads Really Work? How to Track Ad Performance
Google Business Profile
Launched in 2014, a Google Business Profile (formerly known as Google My Business) is a free business listing on Google. There’s no fee attached to your profile, and Google uses the information from your profile across platforms like Google Search, Google Maps, and Google Shopping.
Who is a Google Business Profile for?
A Google Business Profile is for anyone with a business that has direct, in-person contact with customers. Online-only businesses cannot create a profile, but companies with physical locations (ex: retail stores, doctors’ offices, restaurants, etc.) or those who provide services in the field (ex: HVAC companies, locksmiths, home healthcare providers, etc.) are eligible for a Google Business Profile.
What is included in a Google Business Profile?
With a Google Business Profile, you can define your business type and provide contact information, location, hours of operation, and more. You can also add a description of what you offer and share a little about your company’s history, mission, or values.
A Google Business Profile allows you to upload photos of your location, products, logo, or any other image that captures the heart of your business. You can even:
- Interact with customers
- Respond to reviews
- Accept online orders
- List products
- Offer services
When is my Google Business Profile information available?
Profiles take roughly 5-7 days to become verified. It can then take a few weeks for your information to update across Google’s platforms.
If you need to revise the information on your account, some items may automatically update. However, it can take longer for certain changes to apply due to Google’s approval policy. In some cases, Google’s process can take up to two days before the edit is approved. In other cases, it can take up to 60 days. (The review process is more involved when information is removed from the profile).
Where does my Google Business Profile appear?
Your business information will appear on Google Search and Google Maps.
Why use a Google Business Profile?
In the realm of search engines, Google reigns supreme. A Google Business Profile is more than a good idea to set up, it’s an absolute necessity for:
- Boosting your visibility and gaining the attention of relevant users and Google’s algorithm.
- Improving your local SEO performance, thus improving your brand awareness and business growth.
- Strengthening your listings management strategies.
- Communicating important business information to people interested in finding you.
And the list goes on.
As mentioned before, over 4.3 billion users search for solutions on Google. By showing up with an accurate and informative business profile, you’re much better situated to grab users’ attention than if you didn’t have a profile.
For a deeper dive into the importance of a Google Business Profile, check out our Definitive Guide to Local SEO, our Definitive Guide to Business Listings Management, and some additional articles:
- How to Optimize Your Google My Business Profile
- Google My Business: Essential Glossary of Terms
- How Does Google My Business Impact My Local SEO Ranking?
M&R Marketing Can Help You Navigate Your Google Ads and Google Business Profile
The digital experts at M&R know the right strategies for managing Google Ads and Google Business Profiles. We can apply our expertise to your accounts to maximize your SEM efforts, reach your target audience, and grow your business. Ready to talk about improving your digital marketing? Call our team today: 478-621-4491
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