Why Use Ads in the First Place?
Wouldn’t it be nice to drive brand awareness and generate quality leads for free? Of course.
Unfortunately, there’s no such thing as free.
There will be costs in one way or another whenever you make a concerted effort to gain new customers.
Creating content like blogs, videos, white papers, etc., is free in the sense that you’re not paying someone like Google or Facebook for exposure. However, many companies outsource content creation, which has costs.
Even if you create it internally, it takes time to research, plan, and execute new content that is consistent and valuable.
There’s a lot of competition out there when it comes to blog content. Bloggers are spending more time writing longer blogs, with higher frequency each year to gain an edge on the competition.
It can also take time to see results from your content. Moving up Google's search rankings and generating backlinks can take years.
Although paid advertising costs money, you save the time and sweat equity it takes to research, develop, and execute a quality organic campaign.
Even earned media, which is as close to free as one can get, such as referrals, requires time spent attracting, converting, retaining, and nurturing a customer until they’re satisfied enough to recommend your business to someone else.
What Do Google Ads Offer That Social Media Ads Don’t?
Paid social refers to sponsored updates and advertisements on social media sites that appear in people’s newsfeeds. Paid search refers to advertisements that appear at the top and bottom of search engine results once users have entered a query.
There are many social media and search platforms, but the big players and focus of this blog are Facebook and Google.
Paid social media is useful for building awareness, driving traffic to your website, and generating leads. A huge benefit of social media advertising is detailed targeting.
Paid search is worthwhile when you know (a) what people are searching for, and (b) that you have content that addresses their search.
How to Be Successful With Google Ads
Monitoring and tweaking your ads is the key to success. It's also important to give Google time to optimize the changes you've made.
It’s not enough to simply launch a new campaign. It can be tempting to set and forget, especially if you don't know what changes to make. You’ve spent hours creating campaigns, ad groups, and ads, researching keywords, creating extensions, targeting particular locations, the list goes on.
For the first few weeks, you should pretty much forget about it. But once your campaign has exited the learning phase and Google has collected data, it’s time to jump back in.
Optimizing your ads can be daunting. To make things simple, here are a few key places you should check.
The “Keywords” section is the best place to start when optimizing Search Ads
Once you log in to your Google Ads account click on the "Keywords" dropdown in the menu on the left side of your screen.
From here, you can view data on:
- Search Keywords
- Search Terms
- Negative Terms
- Auction Insights
Let's dive in.
1) Search Keywords
These are the keywords you are bidding on. If you click on the columns button, you'll see around 100 different metrics to use to gain data insights. Beyond the usual columns like impressions, clicks, conversions, CTR, conversion rate, cost-per-click, etc. There are a few important columns you should make visible.