But to capture the other 40 to 50% of the market share you should consider Google Ads.
If you are saying to yourself, "Well when I search Google, I never click on the Ads, and I know that no one in my family clicks on the Ads." Well, the statistics show that 45.5% of people that search on Google don't know the difference between a sponsored Ad and an organically listed search result.
I know, the Ad symbol is right there on the page. Why would they still click on it? Nearly half the folks polled have never paid attention to that or even learned what that is. Surprising, but true. This is probably because the Ads are not blatantly apparent unless you are paying close attention and nearly half of the people searching Google aren't.
Why does an Ad get clicked so often? This is not an accident. Google manages to get these clicks by way of two different means. The first is the Quality Score of the Ad. The quality score ensures that the Ad is specifically targeted, relevant and tailored for the keywords the user has searched. The second thing they modified over time is the appearance of the Ad. Long ago, Google Ads had a yellow background which helped to differentiate them from organic listings. Then they decided to go with a little green icon before the Ad. Nowadays the image is a transparent background (for blending) and a tiny symbol just before the result. Notice how they transitioned over time from easily distinguishable to nearly not noticeable?
Another fact, in 2017 Google Display Advertising Network reached over 80% of the internet. And it puts ads in front of the audience that is looking to buy exactly the item or service you are selling. Other advertising avenues such as radio, television, Facebook Ads, local newspaper advertising, magazines, billboards and other are not able to deliver a highly targeted audience that has an intent to purchase, as Google does. These different media sources are putting your advertising in front of a specific audience that may or may not have the intention to acquire and is selected based on particular demographics as their primary filtering methods. Their viewers can somewhat be narrowed by where they live, level of income, age, sex, race, marital status, etc., but they can not filter those with intent like Google can. For this reason, we like Google Ads.
Another excellent feature of Google Ads is that it is agreeable marketing. It is permissive in that you are pitching your offer to someone searching to purchase that item or service. In contrast, with Facebook Ads (not putting them down, we love Facebook too!), your advertisement may be shown to a user that views it as an interruption, or at worse a nuisance, because they aren't looking to purchase. They are merely trying to socialize on the platform.
Because it is permissive is why Google Ads are so powerful. They accurately show your Ads to people who are looking to purchase. No other platform in the world can give you that level of selected targeting for your advertising, does what Google can do, has the reach that Google has and also has the trust factor that Google has. And this is why they dominate.
Another advantage of Google Ads over other forms of advertising is that you only pay Google when your Ad is clicked. With radio, television, billboards, and others you pay when your Ad is run or posted. With Google, they could show your Ad listing to a million people and if no one clicks that Ad, you don't pay Google a dime for that advertising. It is astounding when you think about that fact. No other form of advertising does this. Facebook comes the closest with their pay-per-click bidding; however, they can not deliver the audience. Facebook can not dial in and put your ad only in front of the people with the intent to purchase as Google can.