Are Google Ads Worth the Investment?
Google Ads – Much More Than Lead Generation
Google Ads – Find Out What Matters Most to Your Prospective Customers
Do you really know why your customers buy your products and services?
Do you know how they find your business online and can you replicate that to multiply your sales?
If you answered yes to both questions above then move on. There is nothing to see here!
As long as you are not simply fooling yourself of course…
It Can Take Quite a While to Rank a Web Page Organically
Having built a lot of websites and launched quite a few products and services I can accurately tell you that it takes quite a while to rank a new or updated page organically in Google’s search results (if you are trying to rank for a lucrative keyword that is).
Google Ads offer you the opportunity to find this key information out very quickly.
If your ads are appearing in the right places, to the right people and with sufficient regularity and they strike a chord with your ideal customers then they will click through and they will either become hot leads or will purchase from your shop.
If you get any of the above wrong then the results will not be so encouraging.
The good news is with Google Ads you can quickly modify your copy or your placement and get immediate results and access to detailed information that will allow you to continually improve your leads and sales.
Use Google Ads Results to Improve Your Sales Message & Marketing
Of course, the next step is to use the information you gain from your experience with Google Ads to improve your other marketing and sales collateral.
Your website, your promotional materials, your sales pitch etc etc….
Keyword & Competitor Research are the Keys to Your Ad Campaigns
There is very little, if anything, in the digital marketing toolbox that will not be done better by good research and analysis and continuous monitoring and tweaking.
In truth, there are very few things that benefit as much from this fact as your Google Ads.
Start with Keyword Research
As with organic SEO you always need to start with keyword research.
A keyword is a word or a key phrase (when we say keywords we mean both of these terms) that your potential customers enter into a Google search to find products or services such as yours.
What are valuable keywords for your business;-
Never, ever skimp on keyword research or else you will be quite literally handing your money over to Google.
Validate with Competitor Research
Who are the ‘winners’ in your niche? What works for them and why?
A simple question and one you might be able to answer off the top of your head.
But how much more valuable would it be if we could analyse specifically what the best / closest competitors to your business are doing with their online marketing and what is working then replicate it for you?
Well, yes it is and yes we can!!!
In truth, Google Ads can be the best and most accurate market research you will ever perform.
Google Ads Management – A Sound Investment
After you set up your Google Ads account with campaigns, ad groups and ads then your Google Ads account will happily run your ad campaigns whilst you keep paying your bills. Your GA account will offer suggestions for improvement and give you valuable analytics / feedback on what is working and what is not. You can leave this run on auto-pilot and get reasonable results or you can manage your GA account for much better returns.
Why Do I Need Google Ads Management?
As time moves on your business change, your market changes and even your products and services change.
These changes may be driven by internal or external factors, seasonality (Christmas anyone?), global factors (Covid19 for exercise equipment for home) or innovations in your market segment.
Such changes should lead to changes in your ad campaigns, ad groups, budgets and the ad copy. If you do not react then you are leaving money on the table or, worse still, having it taken from your pocket for low or zero return.
Daily Google Ads Management – a Quick Way to Improve ROI
In addition to the larger changes as discussed above, you really need to be on top of your Google Ads campaigns on a daily basis.
In this way you can be modifying your ad bids (higher to get you onto the front page, lower because you do not need to bid so much to be on the homepage).
You can also be adding positive keywords to your ad groups that Google is recommending though their analysis of your account and what people are searching for and clicking on in recent history.
In the same way you can be stopping your ads being displayed for negative keywords that are either irrelevant to your product or reflect people doing research rather than people with an intent to buy.
For example someone looking for a service manual for an XYZ widget may not necessarily be looking to buy a new XYZ widget so setting “service manual” as a negative keyword would stop your ad being shown to any searches that included that keyphrase such as ‘XY Widget Service Manual’…
Can I Manage My Own Google Ads Account?
Yes, of course you can. The process is logical and there are tools that make it easier.
Before you do that, though, you need to ask yourself whether you have the background digital marketing knowledge and experience or the time to spare from running your business to take on this additional task.
Reporting and Continuous Improvement of your Google Ads Account
There is never a doubt that continually monitoring, analysing and tweaking your Google Ads account will drive results.
Much if not all of this work can be accomplished through your Google Ads console, however, it is not a particularly user friendly environment for end users in our experience.
It is also essential that you have some knowledge in the use of the Google Analytics tool and how to set up goals and reporting. Once again, this can be daunting for people not doing this on a regular basis.
Setting up your Google Ads to automate all of the above and providing a reporting environment that reduces the available information to the essential whilst displaying it all in an interface that is simple to understand and evaluate is where we come in.
We have the tools and the knowledge to make regular analysis and updates to your account a relatively simple exercise where the focus can be on making money rather than trying to man handle and bring together the important data from different technology platforms.
And, as an added bonus, if you are advertising on multiple platforms such as Facebook then we can combine the data into a single online report that significantly reduces the complexity of the management and improvement process.
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Stephen Gaebler is a strong, clear, big-picture thinker. He is helping to create the future of work and of free enterprise. I've worked with him on several formal and informal projects over the past few years, and he has never failed to enlarge my perspective, challenge my blind spots, and clarify my vision.