Google Ads (formerly Google AdWords) is one of the most popular tools that online marketers all over the world use. If you are interested in investing in Ads for your business, you surely will want to know the truth about the software and its functionality.
Common Misconceptions About Google Ads
Google Ads help my organic ranking?
The short answer is no, doesn’t matter if you’re spending $50,000 a month on Google Adwords it doesn’t impact your organic ranking.
Google Ads (paid search) works on a completely different algorithm to Organic Search (Free natural search). Being first on Google Ads comes down to budget, cost you’re willing to pay per click, ad relevancy, landing page & keyword quality score.
Organic Search comes down to an optimized website; optimized for speed, UX, mobile, on-site SEO and off-site SEO and having strong content.
No one clicks on the ads
If this myth were true, PPC would have died a quick death years ago. You must remember that this is a key source of revenue for the search engine Google (and we all know what that means…).
Businesses large and small spend a significant amount on this channel each year and if users simply scrolled past – nobody would be investing in it.
You don’t have to tend to it
It is common practice for people to create their Ads campaign and then forget about it. This is something that can render the entire advertising process completely ineffective.
Ads isn’t a tool that one can set it and forget it. It is something that requires weekly monitoring and optimization.
Moreover, it is always good practice to keep updating your ads based on the response that you get from your target audience and the changing trends in the industry that you are operating in.
It’s expensive to be #1
While 87% of stats you read online are made up, I won’t pretend to know this one, but I would estimate that 65% of the #1 placements within Google Ads are not the accounts paying the most per click.
Well structured means many things, but here are a few important ones. Keeping an eye on negative keywords, having more than 3 extended text ads rotating all the time with relevance to the keywords within the ad group.
Splitting ad groups up to match the theme of the keywords.
No one browses at night
Many businesses opt to turn off their PPC ads at night, under the impression that nobody is online then. Wrong! By switching ads off at certain times, these businesses are limiting themselves to a certain audience.
With the ability to shop and browse 24/7, there are plenty of night owls out there. Why miss out on this traffic?
You’ve set your daily budget and if that means that some is spent at night then what’s the problem? This is especially true if you want to attract international markets on different time zones.
To sum up, PPC can be an effective way to maximise your brand exposure and see an uplift in enquiries. Yes, there are some areas you must take into consideration such as budget and advert monitoring but they shouldn’t put you off.
If you take the time to ensure the ads are relevant to your audience then it can be a very profitable way to generate new business.