If you’re active in the online space, you’ve probably heard of Google Ads (previously called Google AdWords). It’s one of the more popular forms of digital marketing, and it can be extremely productive when it’s used right.
However, it’s also very easy to waste money with Google Ads if you’re not sure what you’re doing. I know countless people who have wasted thousands of dollars by doing Google Ads the wrong way, and I don’t want you to join them.
With this in mind, I’ve put together a short guide to help you decide whether or not it’s the right choice for your business.
What Is Google Ads?
To get us started, let’s have a quick look at exactly what Google Ads is and how it works.
Basically, Google Ads allows advertisers – business owners like you and me – to present their website within the Google search results for relevant keywords. The best thing about it is that you can effectively place your business at the top of the search results, even if you’ve completely neglected search engine optimization (SEO).
The way it works is by using a pay per click (PPC) system which means that you will only pay when someone clicks on your ad. You can define the keywords that you want your ad to appear for, and when people search for these keywords, your ad will appear as a “sponsored link” or something similar.
Why Should I Use Google Ads?
When used right, Google Ads can be extremely productive. You can use it to drive relevant, interested people to your website, encouraging them to perform specific actions like purchasing a product or contacting your company.
For example, the online shopping industry is growing exponentially. If you’re selling high-value products in a semi-competitive niche, you will need to leverage various digital marketing channels to improve your chances of success. Google Ads provides one such channel, and can thus drive large amounts of relevant traffic directly to your site.
Should I Be Using Google Ads?
However, the downside of Google Ads is that it can be expensive, especially for competitive keywords. If you’re not careful, it’s very easy to spend a lot of money with very little return to show for it.
I would recommend using it, but it’s a good idea to do some research so that you understand Google Ads and how it works before you start. Make sure that you’re comfortable creating high-quality, relevant ad copy that is likely to drive people to act.
Similarly, it’s important to choose highly targeted keywords with the user intent in mind. Think about the things people are trying to do when they use specific search terms, and choose keywords which are likely to result in sales (or other conversions).
To sum things up, you should definitely be using Google Ads, especially if you have a large marketing budget. However, it’s important to make sure that you understand what you’re doing and to create highly targeted campaigns, otherwise you will just be wasting money.