Now called Google Ads, it works better than ever if you have a good landing page on your website. Google Ads is the one way to be at the top of the first page of Google and for this reason it is well worth doing. It works best for services and sort-after products. Ads for products that need to be “sold” to customers don’t work as well on Google Ads. If you are in the business of selling a service, then this is the place for you to advertise.
The great thing about Google Ads is that there is no advertising cost while your ads are being presented because you don’t pay until someone clicks on your ad. This is known as the cost per click. You can run ad campaigns with multiple ads and from the number of clicks per each ad, you can see which ad gains the best response. The customers tell you which ad works best. This is powerful knowledge for marketers and why I love Google Ads because it’s something that can’t be achieved in traditional media.
Google Ads is the most effective way to find your ideal prospect. It is the quickest way to reach your target market because the people who click on the ads are the ones who are searching for your service or product right now. When a prospect clicks on your ad, they are taken to your website therefore you had better have a very well-designed page for them to see. To achieve the best results, this page must be designed by an experienced marketer. Google Ads needs to be used in conjunction with Google Analytics to show you how the customers react once they land on your website. The statistics from Google Analytics are invaluable because they reveal the weaknesses in your website. As you make changes to your website you can measure the improvements.
The only downside to Google Ads can be the cost. If you are in a very competitive market like insurance or mortgage brokerage then the cost per click can become very expensive. For any service or product, to keep your ad at the top of the first page of Google may require a high bid on the clicks. It is run like an auction where you enter the highest price that you are prepared to pay for one click. The four businesses with the highest bids are the ones at the top of the page therefore companies with deep pockets are the winners in this scenario. Specialists in Google ads marketing will have a good knowledge of strategies to decrease strong competition. For example, choosing less competitive times of the day will reduce the competition.
Google Ads is the most effective for businesses who don’t have high competition. Of course, all businesses have competition, but I mean competition from large companies and corporates who have high advertising budgets. If you think Google Ads is right for you then don’t try doing it yourself.
A DIY approach to Google Ads will result in a large spend with little or no results. It is a very specialised advertising tool therefore if you are not experienced then you will simply waste your money. This is a job for the experts and their management fee will be well worth it. If you don’t have the budget to pay a specialist, then it is best not to consider it. Extensive trial and error needs to be carried out at the beginning of a new Google Ads campaign therefore specialist knowledge is required to do this to achieve the least amount of ad spend. Once the most effective ads are proven and the wrong keywords are weeded out, then Google Ads will produce outstanding results.