At what point should a business commence Google Advertising?
It’s no secret that Google makes most of its money through advertising. In fact, 85% of the search engine giant’s revenue comes from ads and in 2018 that figure amounted to almost 116.3 billion U.S dollars. In 2019, 63% of people said they would click on a Google ad, so it’s clear that advertising on Google is still a reliable way to grow your business.
No doubt you’ve heard of Google’s very own online advertising platform. Previously known as Google Adwords, it’s been called ‘Google Ads’ since 2018. With Google Ads, customers will see you on the first page of Google the moment they search for your product. Google Ads works on a cost-per-click (CPC) basis, meaning you only pay if someone actually clicks on your Ad. Generally, if a user clicks it means they’ve shown interest, and they found your Ad relevant to their needs.
There are a number of well-known benefits to using Google Ads. It’s transparent, well renowned and users have full control of Ad copy, targeting & budgets. Best of all, it’s effective. So, when is it the right time for your business to start running it?
Well, before you set up your own Google Ads account, there are a number of questions you should ask yourself:
Are people searching for your product or service on Google?
If web users aren’t searching for your product or service, you’re just not going to get the results you need to make using Google Ads worthwhile.
According to the top 10 marketer and New York Times bestselling author Neil Patel, a great first step is the ‘Google Ads Keyword Suggestion tool’. This tool will help you find the keywords that are most relevant to your product because if nobody is searching for the keyword, your ad is unlikely to be effective. With the Google Ads Keyword Planner Tool you can see the average monthly search volume plus the predicted CPC (cost-per-click) on your suggested keywords, plus discover a host of new keywords, you may not have initially thought of.
Do you have a marketing budget?
While searching for popular, high-intent keywords is a good place to start, remember that the more popular keywords will generally mean a higher CPC, as often competitors will have identified this keyword also, and will be very keen to appear for it. It’s a good idea to pursue not only the most competitive keywords but the keywords that your competitors may not have thought of. Deciding how much you’re willing to pay (per click) is important.
Do you know what the competition is doing?
Which keywords are your competitors using and more importantly, which ones are making them a profit? Using websites like KeywordSpy.com or SpyFu.com, you can gain invaluable insights into the keywords your competitors have been using. After all, these keywords are the ones that are likely making them a profit.
Read More: 5 Tips to Effective Email Marketing
What do you have to offer that the competition doesn’t?
Showing up on the front page of Google is definitely an effective way to get noticed. But with the sheer number of businesses out there offering all kinds of products and services, how do you stand out among the crowd? To give yourself the best chance of success, you should be offering something that the competition isn’t as well as making your potential customers an offer that’s hard to pass up.
Neil Patel (industry expert) says there are four components to making an irresistible offer. It should be valuable (more so than the price), believable (not “too good to be true”), low risk (offering a money-back guarantee, etc.) and finish with a direct call to action.
Do you know how to put together compelling ads?
This is a big one. Ads with a high click-through rate are often deemed highly relevant by Google, and as such Google rewards the advertiser with marginally cheaper CPC’s. (Basically saying thank-you for being a relevant advertiser). Every aspect of the ad including the headline, the URL and the description should be enticing & relevant. You can write multiple Ad variations to split-test over time which is highly advised by all digital marketing specialists.
If you need to improve your copywriting skills, there are plenty of websites, podcasts, and books out there that can help you.
Are you familiar with how Google Ads works?
Before you use Google Ads to find greater success in the digital world, it’s worth knowing a thing or two about how the program works. For example, you should know how to track how your advertising campaigns are performing using the Conversion Tracking tool, which you’ll have to ensure is activated. Tracking how users interact with your ads, website and ultimately what keywords/ads lead to calls, leads or sales is vital to Google Ads success.
If you need help with your Google Ads campaign, Farsiight can help you build a solid foundation. We deep-dive into your industry, research your competition and analyze the data to make sure you have the highest-performing keywords and other metrics possible. We’re specialists in decreasing CPCs, improving Click-Through Rates, and increasing Conversion Rate to help grow your business through Google Ads Management. Feel free to contact a member of our team today for more information.
- Google Ads Terms Glossary
- 5 Social Media Marketing Tips
- Sales Enablement Strategy
- Landing Page Writing Services