Google is one of the most profitable organizations around, and you can cash in on their success by using Google Ads. Google Ads can be tricky. There are countless ads on the internet explaining why they might not work for you. However, what’s missing in those articles is when it’s right for your company and utilized well, Google Ads can do wonders for you. If you need proof, just look at the amount that some companies spend on AdWords every year — amounting to tens of millions. If Google Ads didn’t work well, there’s no way these companies would be dropping that kind of money.
Here are a few arguments and counterarguments to convince you that Google Ads does work.
Argument #1: Google Ads are expensive.
Google Ads indeed costs money. The problem often arises when advertisers are starting. Most of the time, they don’t designate all of their marketing dollars to the correct places, leaving them disappointed. The fact remains, however, that marketing channels cost money. And you should be asking whether you’re getting a return on your investment. If you’re spending too much and don’t see any results, it’s time to reconsider your spending. Most companies make the mistake of running their ads on autopilot without constantly updating it, thus losing money in the process.
Here are some options you can use to make Google Ads less costly and more successful.
Discover how to utilize it best: This number one factor causes people to lose money: they haven’t taken the time to discover AdWords. The AdWords system may indeed take time to learn, but success doesn’t come overnight either. It’ll take time and plenty of hard work to know how to utilize it well. Stick around reading, continue training, and watch webinars. You can also try comprehending things like unfavorable keywords, account structure, match types, and bidding strategies.
Use restrictive match types: With these match types, your ads are most likely to be seen by a larger, although sometimes unresponsive audience, which results in squandered clicks. This doesn’t mean you should stop utilizing broad match keywords. Just make sure to set up negatives to block irrelevant searches, bid on phrases and specific keywords at greater quotes to get more pertinent clicks, and regularly watch over your Search Inquiry report to evaluate if you’re bidding on the right keywords.
Set a realistic budget & bidding strategy: Trying to figure out budget plans and quotes can be challenging, but there’s no need to be too hard on yourself. Think of what you’re able to spend on every campaign and set your daily budget appropriately. When it comes to bidding, I recommend doing bidding by hand to have the best possible control over your account without allowing Google to run the show.
Don’t Be On Browse with Show Display Select: This can work well for the marketer to get the most exposure and branding possible. The problem is that users blindly choose this and end up confused as to why their budget diminished so rapidly. The answer is that the display network is taking your ads and showing them across the web rather than placing them on the search results page. Instead, I recommend splitting these projects and having different strategies and budgets for each.
Track spending: You can lose control over many things. Maybe your keywords would end up triggering irrelevant clicks, or you’re using automated bidding that is rapidly depleting your budget. Perhaps an algorithm update caused your CPC to increase. You need to be active and always review your KPIs. Look at how much you spend regularly. With this, you’ll be guaranteed not to lose money on irrelevant clicks.
Argument #2: We have excellent SEO, so we don’t need to purchase clicks.
This argument is misleading. Studies have shown that paid search matches good SEO and increases general profitability.
If you want to target new keywords in organic search, it’ll take a long time for your content to rank — and sometimes, it never does. However, one option is to target new keywords with Pay Per Click now, then figure out later if they’ll be successful keywords for you.
Different types of keywords with varying levels of intent will drive other search behavior. SEO is fantastic for informative searches and funnel traffic, but search inquiries with high business intent tend to deliver various SERPs. For those types of high-intent and high-converting keywords, ads are often stealing most of the clicks. People may never get to your natural result at the bottom of the page.
The problem with SEO is that it isn’t 100% reliable. You can do all the best practices, but it won’t ensure top rankings. With PPC, you remain in control. The real winning formula is to optimize your website and content for SEO purposes while implementing a reliable paid search strategy.
Are you doing both but doubting the efficiency? Just look at the paid and organic report in analytics. It’ll help you comprehend the worth of combining your SEO and paid efforts and help you win at a higher level.
Argument #3: The traffic I receive from Google AdWords never converts.
It’s a legit concern, and with dedicated efforts, you can turn your paid search into a conversion-producing machine.
Your account is structured poorly: Marketers mostly don’t see conversions because their account is disastrous. Maybe they’re targeting keywords that are either too broad or have horrible quality scores. Most likely, they’re not utilizing negative keywords to block irrelevant searches. Plus, their advertisement groups are often packed with unassociated terms.
Abuse of dynamic keyword insertion: Dynamic Keywords Insertion (DKI) in Google Ads allows you to place a search inquiry from Google into your advertisement. Hopefully, it’ll make the ad as pertinent as possible and boost click chances. This strategy can work wonders. If you’re new to Google AdWords, you might wish to stay away from DKI until you’ve mastered the basics.
Your ads aren’t relevant: Your ads must be significant. Your keywords need to match your ads and landing page. For example, if you were searching for brand-new sneakers and were directed to a landing page with hats, you wouldn’t want to purchase from that brand. This pointer might seem obvious, but many individuals still group a large set of keywords, directing to an advertisement not related to the keywords, and leading the searcher to their homepage.
Your landing pages are awful: This one is difficult for marketers to accept. Break your ego down a bit, and become aware that your landing pages might be terrible. If you’re getting clicks but no conversions, the problem could be on your landing page. Try searching for ways to improve your landing sites. The results will surprise you!
You’re not remarketing: When it comes to B2B business with longer sales cycles, you can’t purely rely on acquiring conversions through search. Take a step further and do the remarketing method. Cookie your website visitors and give them pertinent deals. Remind them that you exist. Individuals nowadays have browsing ADD, so you need to push your brand and their need to buy your services or products to the next level.
Argument #4: No time for managing my Google Ads.
Paid search can be time-consuming, and if you’re not dedicating the correct time to evaluate, track, and tweak your Pay Per Click projects, then your outcomes might plunge or never even arrive. These days, various tools and systems can help you minimize the time invested in your paid search. Make life easier by implementing a time-reducing system to assist you along the way.
Yes, Google Ads works. Google Ads is a cost-effective form of advertising that allows for targeting certified and in-market potential customers. If handled correctly, it can deliver strong ROI, assisting you in growing your business’s sales and leads. Even if your SEO practice is exceptional, research studies reveal that including Google Ads advertising produces substantially more clicks from search.