How Google Ads Works
Google Ads is a promising advertising platform due to its expansive demographic and versatility for customer targeting, but it is also one of the most challenging and time-consuming platforms to use.
Google Ads is a PPC (pay per click) platform. In other words, you only pay when someone clicks on your ads, not just when the ad appears. Your ads appear when a searcher inputs keywords (commonly searched for phrases) and Google selects your ad, perhaps along with other ads, too.
But selecting the most relevant keywords, delivering enticing ad copy, and selecting the correct bids takes time and practice. Anyone can learn how to properly set up and manage a Google Ads campaign, but is it worth your time?
Benefits of Hiring an SEM Agency
Save Yourself the Headache
Creating a Google Ads campaign is a lot of work. For each ad, it’s suggested that you create 3 headlines, 2 descriptions, a display URL, and up to 4 sitelinks with additional descriptions (among other best Google Ads practices). A campaign may be comprised of hundreds of ads, all of which require a thoroughly researched list of positive and negative keywords. These ads and keywords must be entered flawlessly into the Google Ads platform in order for the campaign to be effective. In addition, an apt bid must be placed for each keyword and ad group. A lot can go wrong in the arduous process of creating an ad campaign.
To make it simpler for anyone to make an ad, Google created AdWords Express. This basic program breaks everything into steps and makes it possible to comply with the extensive list of requirements, but it is almost impossible to create a successful ad campaign without all the bells and whistles. AdWords Express accounts leave users with little to no control and often result in less than relevant traffic. Overall, we suggest going with the regular Google Ads platform.
Save Money on an Optimized Campaign
One of the most crucial measurements of a successful PPC ad is CTR: click-through rate. This is the number of times a user clicks on the ad divided by the number of times it appears (AKA impressions). CTR is a great indicator of how relevant a keyword is to the ad, how eye-catching it is, and how compelling it is to click on.
There is no easy way to deliver quality ads. Deleting poorly performing ads won’t raise the CTR of your best ads. Paying Google more won’t increase your CTR. In the end, CTR must be raised the old-fashioned way: by designing and testing new ad content with a well-trained eye utilizing your keywords.
Special Note for Nonprofits
In most cases, nonprofits are limited to bidding $2 for each ad. That means they have a slim chance of appearing when competition is fierce. However, if set up correctly, any nonprofit can use maximize conversions bidding to make the most out of their keywords and remove that $2 cap.
Here’s the catch: even with maximize conversions bidding, it’s tricky to use Google Ad Grants’ generous $10,000 per month effectively. Letting loose on each bid, you may be spending upwards of $20 per click. An effective nonprofit ad campaign requires patience, finesse, and thousands of keywords. A well-rounded nonprofit campaign will spend $1-2 per click and still use its full monthly budget.
Take Advantage of Expert Knowledge
As seasoned Google Ads experts, we have the opportunity to compare data and techniques within each industry. This allows us to develop a comprehensive game plan. We boost your Google Ads outreach with a combined SEO approach, honing each landing page to the intended ad. We can increase conversions (the number of sales and leads resulting from the ads) through website auditing and optimization.
When you sign on with a digital marketing team, you don’t just get expert Google Ads production. You get access to a devoted team that knows not just how to hone your SEM campaign but how to optimize every aspect of your online presence.
Focus on What Matters
Perhaps the greatest benefit to partnering on Google Ads, or any digital marketing work for that matter, is the freedom to concentrate on your own wheelhouse. There is a learning curve to any new avenue of business, and you have to overcome many obstacles to develop new skills. Creating SEM ads in-house involves hiring, training, market research, strategy, and most of all, time. When you sign on with a highly reputed marketing agency, you can turn your focus back to turning your company into a success.
We don’t like to toot our own horn, (well, maybe a little), but our team has been in the business for over 80 collective years and we’re good at what we do. We regularly take over age-old ad campaigns and make the numbers soar. If your Google Ads have come to a standstill and you’re not seeing the numbers you should, please reach out. We’d love to hear from you.