Let's jump into the heart of the matter by asking, "What is the thing that you need most in your business?"
We've talked to many business owners and the answer, "More Sales", stays at the top of the list. It's the reason why you need to advertise your business and its products and services, right? As you well know, you can have the most incredible product or service, but if nobody knows you exist, those sales just aren't going to happen.
100% of Fortune 500 companies advertise, and a large percentage of successful businesses have sizable advertising budgets. Most businesses nonetheless seek the most cost-effective way to get their message across to potential customers.
That's where Google Ads comes in. The world's largest digital advertising platform can quickly turn searches into sales.
You may have tried Google Ads in the past but have had less than desirable results. Your biggest concern was probably that the advertising budget was spent while leading to little or no sales.
It's a mistake to think that just creating Google Ads will magically take you to the top of the search engine results pages (SERPs) with lots of customers wanting products or services like yours.
Creating Google Ads that convert into sales requires specialization and experience. Experimentation, failure and repetition are an essential part of the learning development process. The trick is to do it in rapidly. You don't need to wait weeks or months to learn from your mistakes.
Many businesses go the route of doing the ads in-house to save money and 90% of the time give the task of creating the ads to IT, Sales, or Marketing. Practitioners in their own fields, but not necessarily with Google PPC campaigns.
Unless you have specialized knowledge of the Google Ads platform and advertising best practices (two distinctly different skill sets), you tend to become unraveled by the complex Google Ads system as your efforts fail to hit the mark at a significant cost to the company.
First, there is the specialized knowledge that comes with the accreditation exams for Google Ads, of which there are several. These deal with the technical aspects of setting up and managing the complex Google Ads platform.
Second, there is the process of crafting a great ad, which starts with understanding what needs to be advertised and the message that must be created. This includes an understanding of the service or product and how it relates to users' needs.
Next, keywords need to be researched in tight keyword themes that will form the basis for the copy. The copy itself must grab attention while addressing user queries. Assets such as quality images, logos, and extensions must be collated to improve the ad quality.
Once your ad has been created, the process of approval takes place. At this stage, Google may disapprove of several elements of the ad due to its extensive list of restrictions and policies, which would take you a lifetime to read as they are constantly updated.
Great, now you have created an ad, it has been approved, and it is up and running. Unfortunately, it doesn't end there.
The next part kicks in, running pay per click advertising campaigns and this is the hardest task, because optimization of your ads is key to their performance.
Google offers insights on how to optimize the performance of your ads. These insights are often puzzling or outright don't make sense. As one wise observer noted, "AI might be taking over the world, but not today." This wisdom is very true of Google insights as AI learns what users want, as opposed to what it thinks users want.
Often taking a Google suggested action can lead to poor ad performance instead of improved performance. And some suggestions just cost you more money.
And then there is the very real need to simply redo the Google Ad completely, multiple times, and to create A/B testing variable options. All of which is terribly time consuming and interferes with your 'real' job.
Lastly, how do you interpret the results? Cost per Click (CPC), Click Through Rate (CTR), or do you simply count conversions, assuming you even get to set this up successfully? Tracking the conversion from the Google Ad to the action on the page or the sale is the ultimate test of what you are trying to do, but many campaigns fail to get this resolved.
Google Ads does offer support, but often they are hard to get hold of or do not understand the issue causing poor performance. They are human, after all.
Simply put, Google Ads is not easy and requires a specialist to get great returns on ad spend. Even specialists need to compete in the sea of digital advertising agencies.
On a positive note, Google Ads can and does produce phenomenal results for those who use the services of Google certified professionals to create their ads.
Below are some encouraging thoughts to help you break through and reach out to a Google Ads specialist today.
We offer exceptional value Google Ads services, from our competitive pricing models, to our dedicated service levels. We pay close attention to each customer campaign until we get optimal results, and then we monitor this performance.
Have a look at our Pay-Per-Click Campaign Prices and Packages
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