If you haven’t tried Google Ads, you may want to. As the most widely used search engine, Google can reach almost any target audience for your products/services. The question is whether a Google Ads campaign is right for your business. Let’s find out.
How Do Google Ads Work?
If you aren’t familiar with Google Ads, here’s a breakdown of how they work:
- The Google Ads platform covers the Google Search Network, the Google Display Network, and the YouTube Network. When a searcher clicks an ad, they are directed to the seller’s landing page, where the searcher might covert and purchase something.
- The seller pays for each click, whether or not a purchase is made. The cost-per-click (CPC) is the average paid for the clicks.
- The CPC varies depending on the search terms and industries. Since keywords are priced on bidding, the seller sets limits for the bids and pays what they can to make a profit.
- Ad Rank, made up of bid amount, quality score and other factors, determines which ad appears at the top of the search results.
How Can I Get Started with Google Ads?
Google Ads can increase your company’s brand awareness, sales, leads and more. To determine whether the platform is right for you, consider your marketing budget, time constraints and offerings.
Analyze the average CPCs in your industry, then benchmark the cost with conversion rates. This gives you an idea of how much to spend each month and the type of returns to expect. Compare the benchmark to your own historical conversion rates. Be sure to include factors, such as lifetime value, that impact the revenue you can make off a customer. While the acquisition cost may seem high, if your average customer makes multiple purchases each month or year, you can make more than you spent to acquire them.
Consider whether your products/services are easily sellable online. Use your key drivers of sales to determine whether simple text ads are enough to generate interest. If your offerings are hard to sell without images, you may want to look into Instagram or Facebook Ads instead.
Determine whether you have an employee who can run your Google Ads account. It’s time-consuming work that requires many hours each week. The process involves daily and weekly tasks like creating new ads, adjusting budgets, testing new designs, scouting new search terms and adding negative keywords. You may be better off outsourcing the process to digital marketing experts.
Interested in learning more about Google Ads?
We’re here to help! Contact BARQAR’s performance marketing experts today. We’ll explain the process and create an ideal Google Ads campaign that generates real marketing results for your business.