Are you a business owner wondering whether you should be running Google Ads? With the plethora of digital marketing options available, it can be overwhelming to decide which channels to invest in. But fear not! As a marketing expert, I'm here to guide you through the ins and outs of Google Ads and help you determine if it's the right fit for your business.
First off, let's talk about what Google Ads is and how it works. Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses to create and display ads across a variety of Google properties, including Google search, YouTube, and the Google Display Network. Google Ads operates on a pay-per-click (PPC) model, meaning that businesses only pay when someone clicks on their ad.
So, should you be running Google Ads for your business? The short answer is: it depends. There are a variety of factors that can influence whether Google Ads is a good fit for your business, including your budget, target audience, and marketing goals. Let's take a closer look at each of these factors.
Budget One of the biggest considerations when it comes to Google Ads is budget. While you only pay when someone clicks on your ad, those clicks can add up quickly. The cost per click (CPC) for your ads will vary depending on a number of factors, including your industry, keywords, and competition.
For example, according to a report by WordStream, the average CPC for legal keywords in Google Ads is $6.75, while the average CPC for retail keywords is $1.16. This means that if you're a law firm targeting high-value legal keywords, you can expect to pay significantly more per click than if you're a retail store targeting lower-cost keywords.
So, before you dive into Google Ads, it's important to consider your budget and how much you're willing to spend on advertising. You'll want to ensure that your budget aligns with your marketing goals and that you're getting a good return on investment (ROI) for your ad spend.
Target audience Another key consideration when it comes to Google Ads is your target audience. Who are you trying to reach with your ads? Are they likely to be searching for your product or service on Google? If so, Google Ads can be a great way to get in front of potential customers at the exact moment they're searching for what you offer.
For example, let's say you run a landscaping business. If someone in your area searches for "landscaping services near me" on Google, you could have an ad appear at the top of the search results, highlighting your services and encouraging the searcher to click through to your website. This type of targeted advertising can be highly effective in driving qualified traffic to your site.
However, if your target audience isn't likely to be searching for your product or service on Google, Google Ads may not be the best fit for your business. For example, if you run a niche B2B software company, your target audience may be more likely to be reached through targeted LinkedIn advertising or industry-specific publications.
Marketing goals Finally, it's important to consider your overall marketing goals when deciding whether to run Google Ads. What are you hoping to achieve with your advertising? Are you looking to drive more traffic to your website? Generate leads? Increase sales?
Different marketing goals may require different types of advertising. For example, if you're looking to drive more traffic to your site, a Google Ads search campaign may be the most effective way to do so. But if you're looking to increase sales or leads, you may want to consider a Google Ads shopping campaign or a remarketing campaign, which targets people who have already interacted with your brand.
To give you a better sense of how businesses are using Google Ads to achieve their marketing goals, let's take a look at a few real-life examples.
Best Buy
Best Buy, the electronics retailer, uses Google Ads to drive traffic to its website and increase sales. The company runs search ads for a variety of products, targeting keywords like "laptops," "TVs," and "smartphones." By bidding on these high-value keywords, Best Buy is able to appear at the top of search results and drive qualified traffic to its site.
But Best Buy doesn't stop there. The company also runs Google Ads remarketing campaigns, targeting people who have already visited its site or added items to their cart. These ads appear across the web, reminding people of the products they were interested in and encouraging them to complete their purchase. According to Best Buy's 2020 annual report, the company's online sales grew 89% year-over-year, driven in part by its digital marketing efforts.
Dollar Shave Club
Dollar Shave Club, the subscription razor company, uses Google Ads to reach potential customers at the exact moment they're searching for grooming products. The company runs search ads for keywords like "razors," "shaving cream," and "beard oil," highlighting its affordable, high-quality products and encouraging people to sign up for its subscription service.
But Dollar Shave Club doesn't stop there. The company also runs Google Ads shopping campaigns, which display product listings and prices directly in search results. This allows potential customers to compare Dollar Shave Club's offerings to those of its competitors and make an informed purchase decision. According to a case study by Google, Dollar Shave Club's shopping campaigns drove a 5x increase in return on ad spend (ROAS) compared to its search campaigns.
Casper
Casper, the online mattress company, uses Google Ads to drive traffic to its website and generate leads. The company runs search ads for keywords like "mattresses," "bed frames," and "pillows," highlighting its innovative products and encouraging people to visit its site. But Casper doesn't stop there.
The company also runs Google Ads display campaigns, targeting people who have already interacted with its brand or who are likely to be interested in its products. These ads appear across the web, reminding people of Casper's offerings and encouraging them to make a purchase. According to a case study by Google, Casper's display campaigns drove a 4.4x increase in conversion rate compared to its search campaigns.
So, should you be running Google Ads for your business? The answer is: it depends. Consider your budget, target audience, and marketing goals before diving into Google Ads. And if you do decide to run Google Ads, take a cue from these real-life examples and think beyond just search campaigns. Consider remarketing, shopping campaigns, and display campaigns to reach potential customers across the web.
Ultimately, Google Ads can be a powerful tool in your digital marketing arsenal, but it's important to use it strategically and in a way that aligns with your overall marketing goals. With the right approach, Google Ads can help you reach new customers, drive traffic to your site, and increase sales.