Google Ads

Why Your Business Should Use Google Ads

5 Reasons to Sow With Google Ads
(Get Ready to Reap)

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SPICY NUGGET
Google Ads are one of the greatest marketing and advertising tools available to you today. (Yeah, we’re fans.)

— Adam A. Sene, CEO

 

harvest with google ads A Google Ads account in the hands of a dedicated expert is a ferocious tool that will reap in customers from the online battlefield known as the competitive marketplace. In other words, it works very well if you know what you’re doing. “But, will Google Ads work for me?” you ask.

They will work for your business if it meets these criteria:

  1. Your customers go online.
  2. Keywords relevant to your business are searched for online.
  3. Some of your competitors or companies with similar offerings use it.

If You’re Not using Google Ads, You’re Making a Big Mistake

There are a few reasons why your business, no matter the size or its current phase of growth, would benefit from Google AdWords.

1) AdWords gets much faster results than SEO (organic traffic takes much longer to build).

SEO and Google Ads are both search engine marketing strategies that generate traffic to your site. SEO is organic, Google Ads are paid; but hiring an SEO team (it’s one of our digital marketing services) to get you those organic rankings can be costly, and it is slow. Google Ad campaigns, expertly designed, will work much faster to get you top rankings in Google’s pages when people search for your services and products.

You can also monitor very accurately what you’re paying for and getting with Google Ads — you can’t track your results as precisely as that with SEO.

2) Surprising to many, Google Ads often converts to more leads/sales than organic traffic.

As reported by HubSpot:

a) The top 3 paid advertising spots get 46% of the clicks on the page. The top three links on a search engine results page (SERP) capture almost half of all traffic for that keyword. This data supports the PPC method as it involves buying ad space at the top of the SERPs.

b) Businesses make, on average, $3 in revenue for every $1.60 they spend on AdWords. PPC is a relatively inexpensive way to experiment, and there is a solid average ROI for investing in paid search ads.

c) PPC Ads can boost brand awareness by 80%.

d) Google’s algorithm updates don’t affect PPC. While not a stat per se, a big benefit of PPC is that it’s immune to Google’s changing ranking algorithms. In 2018, Google reported that they had updated their algorithm 3,234 times! If you’re using SEO, you have to adjust many factors on and outside of your website to match updated algorithm requirements.

e) 63% of people reported that they would click on a Google Ad. A high click-through rate (CTR) is the goal driving both PPC and SEO, and if the majority of surveyed consumers report that they would click into a paid search ad, it is a compelling statistic for investing in PPC.

f) 75% say it’s easier to find what they’re looking for from paid ads. The reason the top search results in Page 1 gets the vast majority of clicks is due to a combination of ease of use and finding what you are looking for. Bidding on target keywords through PPC accomplishes both needs: Paid Ads are easy to find at the top of the page, and they bring the right answer to the question of the searcher.

3) Google Ads are Scalable.

One of the most difficult things to do in marketing is to create lead sources that can scale — that means that you don’t have to 10X your ad spend to 10X your leads. Google Ads is very scalable. When you create a Google Ads campaign that converts with a good ROI, you don’t have to limit your ad spend for that campaign. You can increase your PPC ad spend… and your profits will increase in proportion to the higher budget.

4) Reconnect with past website visitors.

This is what’s known as remarketing (or retargeting). Google Ads provide the capability to reconnect with your past website visitors who didn’t convert on your site, abandon a shopping cart, peruse the site but don’t download anything, etc. With remarketing, your business can continue to show the visitor your offerings through targeted ads directed at them.

This is a great way to pinpoint the people who are interested in what you offer without the need for them to navigate your website — you target your Google Ad message precisely, and send the people who click on it to a specific landing page that gets your message across clearly (without anything else to distract them).

Remarketing can produce a very high ROI. These targeted ads provide a second chance to convert those ‘could-have-been’ customers into paying customers.

5) Increase your brand awareness.

In addition to increasing traffic and conversions on your website, Google Ads are a compelling way to tell people about your brand. It’s been reported that paid search ads lift top-of-mind awareness by an average of 6.6%.

Ready to Kick Off a Google Ads Campaign?

If you’re not yet convinced to try Google Ads, you should speak with a trained Google Ads Consultant on our team who can evaluate your website and offerings, answer your questions and help you determine an advertising strategy that’s right for you, your brand and the products and services you offer.

 

WTH Are Ad Impressions, and Who Cares?

Spicy Nugget: Ad impressions – Use & limitations

“If your digital marketing agency is leading with ad impressions as their number one metric for your campaign’s success, run. As fast as you can. What this statistic tells you is how many times your ad was on the screen of a user/potential buyer. It shows that your ad is going out and saturating, hopefully multiple times over, your target audience.

“What it does NOT tell you is whether that user even noticed the ad, did anything with it, or if that user is even the right person to be targeting. We don’t use this metrics to determine an account’s success, but rather to diagnose the source of potential problems.

“Our advertising nerds—ahem, I mean experts—will compare Impressions to other metrics but never as a standalone measure of success. If your agency is reporting Impressions to you as a “results” metric, then you might have an expensive problem to fix.”

-Adam A. Sene, CEO

What are impressions, and who cares?

ad impressions facebookImpressions are, to quote Facebook exactly: “the number of times your ads were on a screen.” Google defines the word in much the same way, counting one impression each time your ad is shown on a Google search results page or as a display ad in the Google network. Since neither of those definitions really tell you anything about what impressions actually are, let’s dig in.

Ad impressions are a commonly monitored metric and usually make the “top 5 fave metrics” list for marketing pros. This is because they are the number one way to measure how many times your ads were exposed to your target audience, so obviously they matter to a certain extent.

How Are THEY Counted?

One impression is counted for each instance an ad appears on screen for the first time. The example Facebook gives is that if an ad appears on screen for a user, and then the user scrolls down and back up to the same ad, that counts as only 1 impression. If an ad appears on screen for someone 2 different times in a day, however, that would count as 2 impressions.

On Google, an impression is counted each time your ad is shown on a search result page or on another site in the Google Display network.

What’s the Difference Between Impressions and Reach?

Reach is defined as the number of people who were exposed to your ad campaign at least one time. Reach might seem super similar to impressions (because it is), but the main difference between the former and the latter is that impressions can include multiple views of the same ad by the same user.

Reach is essentially a PEOPLE metric, whereas impressions are VIEWS.

Get to the Point… Why Do AD Impressions Matter?

Impressions are a great metric for a number of reasons, not the least of which is brand awareness and recall-ability for your potential buyers. If you’re running a brand awareness campaign, this IS your key metric.

Have you ever seen an ad on Facebook or elsewhere for a brand or product you liked, and then when someone else mentioned that brand or product to you, you said, “Oh yeah, I know them… I saw them online somewhere”? Boom. Impressions.

Impressions are an awareness metric. They are eyeballs on your brand. This, loosely speaking, can translate to new clients, leads and more sales. Without impressions, you’re literally living in a cave where nobody sees you or knows about the amazing services you offer.

Impressions tell you that your ads are being seen by your target audience, but just on their own, they definitely don’t determine the success of your campaign. You have to keep one eye on Impressions while keeping another eye on each of your other metrics like Spend, Click-Through-Rate (CTR), your Leads, Cost Per Click and Cost Per Lead. (That’s at least 5 more eyes—yikes!)

A Lesson From Nerds: Ignore Data if You Like Wasting Money

A little known secret about ad experts is we’re actually complete nerds. You might think splashy creatives and amazing taglines are what get the job done, but we’re here to tell ya—it’s the numbers and the data. Our super nerds analyze, refine and optimize campaigns based on the data we gain from metrics, so that campaigns perform beyond our clients’ expectations. The honest truth is that our Design Team just does a heck of a job making math look sexy.

For example, if we see a campaign getting thousands of Impressions per day for months and months, yet CTR and Leads are still in the toilet, chances are the audience isn’t refined enough and you need to tighten things up.

Do I Need an Agency to Run My Ads on Facebook and Google?

Business owners hire professionals to handle ad campaigns because agencies have more eyeballs than business owners. Plain and simple.

Can you run your own ad campaigns? Of course you can! We even created this guide to getting Facebook Ads approved because we believe in you! But you’d better be prepared to lose some money along the way as you learn the ropes. Ads without precise optimization, targeting and data analysis can be quite a money pit.

Want some help? We’re here, and we give out free advice all the time. Reach out!

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