Google for branding: Getting more from search engine services
Google hasn’t been merely a search engine for some time. These days it has grown into a massive space on the web where businesses and potential customers can meet. In this article, we’ll touch on the aspects of using Google for branding.
Here’s a list of Google’s underused services, and suggested ways you can use them to your advantage.
Analytical tools which help you understand your website and app audience
Google Marketing Platform is a kind of umbrella brand that Google has developed to make its products work together more effectively. It is essentially a merger of Google Analytics 360 and DoubleClick Digital Marketing.
Source: Google support
Google Analytics is a part of the Google Marketing Platform which tracks website traffic and reports information about who is searching for what and where. There are many analytics services available, but Google’s is the most widely used in the world. It can track visitors to your website, and tell you quite a lot about them and how they interact with your site.
When someone visits your site, Google Analytics can keep track of the duration of the visit, the number of pages they viewed, how they got there, and even the bounce rate. It does all this anonymously, of course, you can distinguish between unique users, but you will not have any idea who any particular user is.
Analytics for Mobile Apps is like Google Analytics, the only difference is, it tracks and gathers data for users of any iOS or Android apps you may have. It was designed to give app developers better data on how people use their apps, what people want from them, and how the apps could be making you more money.
Analytics for Mobile apps allows you to keep records of
- What actions your users take
- Track their in-app spending (and your revenue for that customer)
- Check the navigation path they take
- Use that data in conjunction with Google Analytics data to really understand the way your customers (or potential customers) approach your brand
Services that you can use to improve brand visibility in searches
Google My Business is a service that lets business owners verify the data Google holds about them. Google generates its own internal business listings for areas literally all over the world, getting its data from a range of online and offline sources. As the process is mostly automated and done without the human verification, errors sometimes occur.
Google My Business allows business owners to ensure that Google has accurate information about them, after claiming the existing listing business can make all the necessary corrections. Besides, if the company is for some reason still off Google’s radar, by creating a Google listing they can let Google know about them.
Thanks to Google My Business, companies can be certain that their customers will find up-to-date information about their business, and their chances of getting featured in the local pack increase as well.
Google Maps is more than just a navigation tool, as well. Google suggests businesses and events in the areas where people are searching for directions and encourages people to search for services (“Show me restaurants near 35th and Maple”) relevant to the way people use Maps.
Some businesses now try to outsmart Google Maps by adding fake business listings to Google Maps, and so, such fake results sometimes crowd out the real ones. Not let this happen Google is now putting effort into verifying the results it displays in Maps and elsewhere – more on that below.
Cloud-solutions for creating and customizing domains as well as store server
G Suite is a set of software products developed by Google Cloud. It was initially called Google Apps for Your Domain. The current lineup of tools and services includes collaboration tools like Sites, Forms, Slides, Sheets and Docs, cloud storage solutions like Drive, and communication tools like Currents, Calendar, Hangouts, and Gmail. Premium versions of the service often include Jamboard (an interactive whiteboard app) as well as Vault and an Admin Panel to help you manage both users and features.
Google Cloud Platform is a suite of software services offering cloud-based access to the same global data infrastructure that it uses to deliver Google Search and YouTube. It essentially combines all of Google’s “infrastructure as a service”, “serverless computing”, and “platform as a service”. Google Cloud Platform offers cloud-based processing, data storage, analytics, and even some pretty advanced machine learning applications, all under a single set of management tools.
Advertisement platforms to pull in additional traffic from popular web channels
Google Ads, which was until very recently known as Google AdWords, is where Google really makes its money. It is still at its core a pay-per-click advertising service, but it operates across all the Google’s ever more sprawling service landscape. Businesses of all kinds can pay to get highly targeted users from showing them ads, relevant product listings, videos with sales or branding content, or offering users an opportunity to download the business’ app.
Some of the services under Google Ads include AdWords Express, Keyword Planner, Reach Planner, Google Ads Manager Accounts, Google Ads Editor, Google Partners, and IP Address Exclusion tool.
Google for Retail is a service designed to make it easier for retailers to connect with existing customers as well as finding new ones. It gives you tools that you can use to better engage with existing customers and potential customers over Maps, Google Assistant, YouTube, and Search.
Source: Google for Retail
Google for Retail includes individualized solutions for offering inventory to local customers, developing shopping campaigns with partner organizations, and combining Google Ads with Smart Shopping Campaigns.
YouTube Ads is, as you might have guessed, the primary way to get your ads served up on YouTube. YouTube is the second biggest search engine on the planet, only Google processes more searches than YouTube. It is the infrastructure that connects nearly 2 billion active users to more than 50 million content creators, and 10% of US businesses already have a YouTube Business Account.
Ad types include TrueView Ads – demos, testimonials and adverts that users often search for directly, Non-Skippable YouTube Ads – ads which last up to 20 seconds that play either before or in the middle of a video, and Bumper Ads which last up to six seconds at the end of a video.
Universal App Campaigns are a way to advertise your app throughout Google Ads, Google Play, YouTube and the rest of Google’s advertising empire. It is heavily automated and relies on Google’s machine learning expertise to determine which of your ads work best with particular types of audiences (the ones which cause more users to install your app) and then ensures that the right users see the right ads.
The big benefit here is that you are relieved of the burden of manually split testing and tracking ad performance.
The secret key: NAP
NAP in Google terms stands for Name, address, and phone number. Most experts believe that Google relies heavily on your business’ listed NAP to target search results to individual clients. That is why using NAP in SEO is incredibly important. If you aren’t using it consistently and accurately, you could be losing out on a huge number of highly targeted, site visitors every day – those who Google believes are in your area and actively looking for the goods or services you provide.
How do you use it correctly? It’s not difficult. List your business’ name, address and phone number accurately on your website, and on as many other sites as you can manage. Start with the obvious – your GMB listing, the Internet Yellow Pages, Yelp, Facebook, Twitter and any local or national business directories which cater to your industry or niche. Most importantly, though, list it consistently. Always use the exact same name, address and phone number, and make sure that all are real.
Why does Google care so much about NAP? It isn’t merely about geo-targeting search results. It is about eliminating false and spam sites from those search results. There are a great many businesses that depend on showing up in as many searches as possible, even those that are not particularly useful to the searcher. Great for them, but it makes Google’s results seem less reliable and relevant to the user, and Google can’t let it happen. It looks for widespread, consistent NAP data for a business or a website to gauge how legitimate your business is. Few false sites have real addresses or phone numbers, and even fewer use them consistently across multiple sites and platforms. Using Name, Address and Phone Number data accurately and consistently help your company look legitimate, as well as bring in geo-targeted searches.
Google has become a vast landscape of user-centric services that are almost completely funded by advertising. It has become incredibly canny about how to get advertising messages out to its users in a way that does not annoy users and brings them something they actually need. They make sure that your sales message reaches people who actually need your service, which truly is a game-changer.
Google now has so many individual services that it can be difficult for non-experts to really get the most from its features. However, failing to gain a certain level of expertise in Google advertising can be disastrous for even a small business these days.
Diana Ford is a digital marketing specialist with writing expertise that spans across online marketing, SEO, social media, and blogging.
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