Google Ads, like Facebook Ads, is a part of Pay Per Click, a broad term used for an online marketing communication channel. Let’s begin with a bit of background to Google products.
What is Google Ads?
Google has its own advertising product called Google Ads, formerly named Google Adwords. It is an online advertising system that allows both manual and automatic bidding on keywords to create an ad. As these ads appear in Google search results, it means that the keywords related to a search query must be carefully planned and selected.
It is important mainly for two reasons; First, to reach your target audience and increase your brand coverage and exposure; Second, the right keywords can minimize your online advertising costs. Therefore, you need to manage Google Ads professionally or you wast your money.
Many online advertisers believe that Google has the highest standard of quality, and their system of online advertising is the most rigorous.Google claims that advertiser earns $8 for each $1 spent in Google Ads.
Google processes 40 K queries per second which means 1.2 trillion searches a month. Perhaps, that’s why Google is, no doubt, the de facto leader in the online advertising category.
The Do’s of Google Ads
1: Do a comprehensive keywords research. If you can afford it, use like professional keywords search tools such as MOZ, SEMrush, AHrefs.
2: Use negative keywords
3: Do research about the demographics(age, income, interest etc.) of your target customer. ( the type of people etc.)
4: Take care of the landing pages on your website. It should deliver conversion. A good web developer can help.
5: Integrate your Ads to track calls or leads coming from your campaign by using Ad extensions
6: Train and motivate your staff to convert leads into sales. Just pay your team better salaries, half of your motivation problems are solved 🙂
7: Use a combination of Google Display Ads, Video Ads and Search Ads.
8. Improve Click though rate (CTR) and Conversion Rate because it will tell Google that your landing pages or sites are delivering good user experience.
The Don’ts of Google Ads
1: Don’t quit after a few months. Stick to it until you become efficient at finding your target audience/customers. You can allow a room for trial and error to test different ads.
2: Don’t ignore your campaign. Instead, watch and monitor it constantly.
3: Don’t stick to the same keywords all the time. Try different keywords and observe the changes.
4: Don’t do it yourself if you don’t have the time for it. Outsource or hire a permanent staff to take care of your Google Ads.
Manage Google Ads without losing focus on your main business
I have noticed that a lot of small business owners cannot manage Google Ads campaign on their own. They also can’t afford to hire a professional staff.
When they run an ad campaign, it is mostly unproductive, and it also takes away the focus from their main business. These owners or mangers fail to understand the almost classic saying in management i.e you need to work on your business, not in it.
It is a classic issue that every owner or entrepreneur faces as it is difficult to let go of the processes in your business. I know this because I am guilty of it.
Perhaps, you are too physically & emotionally invested to empower others in the business that you have struggled to raise for years. I must say it can be a recipe for disaster in a business.
In order to grow your business, you have to realize that you cannot do everything. You are not an accountant, a marketing or human resource specialist, and that’s why you hire these people to work for you. Easier said than done 🙂
Similarly, you may not be a digital marketing expert. Therefore, please don’t do try it because you can never be as productive as a real professional. If you are as good as any professional, then I humbly invite you to also open a digital marketing or advertising agency.
You can either close down your current business or start running it as a side business 🙂 I am with you, champ. Just go for it!
I don’t think a businesses that lacks in focus can go very far.
Google Ads cannot solve all problems: Keep it Real
Google Ads can be just one element of your brand communication. There are other platforms such as SMS, Radio & Social Media etc to spread your brand message. Only if you can afford to do so.
Many small business owners are still not convinced that Pay Per Click advertising can help them. Some of the entrepreneurs continue to use the traditional advertising channel.
Over the last three years, several reports have shown that traditional advertising is on the decline fast. On the other hand, Pay Per Click or Online Advertising, is steadily on the rise.
Traditional advertising is on the decline because most of the target customers are found online today. The number of people who read print newspapers and watch TV is constantly shrinking. Due to its cost advantage, online advertising creates special opportunities for small- and medium-sized businesses to reach their target audience.
After the smartphone revolution, mobile users have outnumbered PC users now. The mobile phones have created unprecedented opportunity to reach an audience. With Google Mobile ads, you can reach anyone as long as they have a smartphone.
The UAE has a world-beating mobile penetration of 78%. This change has brought about a revolution of how a business must market and advertise in the country. However, the small business sector that is the major part of the economy does not use online advertising as much as they would be expected.
Additionally, online advertising targets use advanced algorithms and you can easily measure the results of the ad campaigns. Therefore, in order to increase profitability, it is useful to consider acquiring Pay Per Click marketing services as an alternative to the expensive traditional communication outlets. Having said that, you can still use a mix of traditional media if it suits your business.
After using online advertising effectively, you will surely make it a regular part of your communication strategy.