Is Digital Advertising Right For Your Business?
Google AdWords and Facebook Ads
There really are 3 scenarios that I would consider using Google AdWords or Facebook Ads. The irony is that it covers just about every business in existence today. I decided to make this a blabcast on Google AdWords. As a Google AdWords certified partner I thought it was my obligation to give a broad overview of scenarios, case studies and a very quick walk through of setting up an ad.
This should not by any means be considered to be an AdWords tutorial as there are a lot of intricacies and rules that I did not even begin to touch. The truth is AdWords is a very intense system that takes time and training to understand.
The 3 scenarios in which Google AdWords is probably a good idea:
- A new business or startup. It takes time for a new business to gain traction through organic or social media efforts, sometimes it takes months or even years. If anyone tells you that you will be on the first page of Google in days or weeks I would run as fast as you can. No one can guarantee those results through organic search, or social media.Therefore if you’re looking to reach people immediately then ads are the way to go. Most businesses tend to shy away from spending money on ads as they get started but if ads are set up properly they will more than pay for themselves. That also depends on the businesses sales process and follow through.
- An existing business not gaining traction through organic and social marketing. This one is really a no brainer but there is one thing I would check before even starting an ad campaign. If your business has been around for a little while and you have not gained any ground on social or organic we need to assess why that is. Once we can determine that then we discuss how advertising can enhance your program further.
- An existing business who already shows up on the first page of Google but wants even more traction. You show up on the first page of Google results, and the Google 3-Pack. Now imagine if on the first page of Google your business shows up in 3 different spots? The authority that this will give your business will pay for itself over and over.Keep in mind that ads show up above everything else on Google. Even though they are labeled ads and have a light yellow background many people do not know that those are ads. For those that do know that these are ads they are more likely to click through to your website if they see your business listed in the ads section, the 3-pack and the organic results. While I don’t have the statistics the number of clicks to your website is significantly higher if you fall into this scenario.
Things to consider when running a digital ad campaign:
- Target your ideal clients. If you don’t know who that is then don’t run ads until you do or you will be throwing money out the window
- Closely monitor the ads, especially AdWords. If you’re getting clicks for things that are not relevant to the ad you will be throwing money out the window
- Track conversions and measure the cost per conversion
- Start with a small geographic area to measure results and keep costs down
- Make sure the ad points to a relevant, content rich, landing page or location on your website
- Know the difference between the different networks to advertise on
- Be cautious with suggestions from Google
- Facebook Ad images cannot contain more than 20% text
That’s just a few key points..there are lots more. In reality you should have a Google Certified AdWords Partner assisting with your ad campaign. If you have questions or just want to make sure your ads are running properly and efficiently a member of my team would be more than happy to talk to you.