Google Ads (aka AdWords) is Google’s pay per click (PPC) option and has fast earned its place as the world’s most successful advertising platform. Google Ads can be a great digital marketing tactic for businesses who want controlled, measurable search engine success without waiting for optimisation efforts to kick in or the hassle of dealing with changes in search engine algorithms. It’s also a great way to quickly test-market products and services or to try new product or service ideas easily and with fixed budgets. Google Ads also has a display advertising option to build brand and product awareness and get lots of traffic to your site on demand.
AdWords is a near instant solution and a budget-able, controllable source of hot leads for business!?
You can easily target and get listed on Google for specific search queries and you can have those searchers on your website almost instantly. No waiting for optimisation campaigns to start working, no worrying if the latest change at Google is going to drop your site in rank, just a controllable flow of hot leads.
With Google Ads you pay for the visitors by bidding on keywords and you set budget limits to prevent surprises. The flow of visitors becomes predictable and very manageable. You can control the ads showing by day or time of day and can pause your campaigns if you need to catch up. You can market almost anything as long as there is a search demand for it and you have some budget.
As you might expect with such a powerful marketing platform it does take some experience to get the most out of it and diving in without the right knowledge can be dangerous – that’s where professional Google Ads management comes in. In our experience we see self-managed accounts wasting 50% or more of their budgets through unwise keyword choice, poor keyword matching options, lack of campaign tracking and tweaking and several other potential problems that await the inexperienced user.
Most small businesses find they are much better off in getting a Google Partner to manage their AdWords to maximise their success.
One huge mistake we often see in self-managed accounts is the use of ‘obvious’ keyword phrases. These can bring huge amounts of traffic and quickly drain your budget yet bring few enquiries or sales. It’s all about the intent of the person searching really. Just think about it – when a person puts ‘web design’ into Google, what are they looking for? We don’t actually know do we! They may be looking for information as to how its done, they may be looking for career options, they may be looking for software or even a free website. Somebody who searches for ‘web designer northern beaches’ however is clearly looking for a web designer in the area. Guess which keyword phrase is a much better one to use if you’re a local web designer!
It’s not just keyword selection however, there are many more traps also waiting for the inexperienced. Using the wrong matching option for the same keyword phrase can be equally disastrous. Not using negative keywords, not using high CTR ads, not using ad extensions, not adjusting for different devices and a whole bunch of other stuff. Then you need to keep up with the many changes Google makes on a constant basis, let alone how your competitors change their approaches. It all gets a bit much for the average user who can’t devote the many hours a week to keep up with everything.
Don’t waste up to 50% of your budget – a good AdWords manager more than pays their fee through identifying waste and generating many more leads than is achieved in self-managed accounts
Many businesses use both SEO and Google Ads to maximise their search engine marketing. Having the same digital marketing service handle both is generally the best idea as each can be used to complement the other. There are other Ads options you can consider, from making your ads show on other relevant websites to re-marketing, (aka ‘following’ your previous visitors to remind them of your offers) and using display ads to build brand and product awareness – it’s all available!
Get in touch! Use the form on this page to see How AdWords Campaigns managed by Adsurf can Bring the Customers In!
We’re not just certified Google Ads managers, we can assist with other marketing services to help with your online marketing efforts too including SEO, social media marketing and we work with some great local designers who can provide website design and development services. We work with them on optimising the design of your website to maximise conversions from your visitors. Contact us for a chat about your internet marketing needs, we’ll show you how it’s done.