Why Google Ads?
Facebook advertising is big business.
Everyone knows a friend of a friend who made killing advertising their business on the platform; everyone knows a business that owes its success to it.
It’s no surprise, then, that Facebook is the go-to platform for countless startups.
If you use Facebook every day, are comfortable with the layout, and have a good idea of how the ad system works, it makes sense to focus on this platform.
The problem is, Facebook isn’t for everyone. It certainly has its uses and can be incredibly valuable to the right business, but by focusing wholly on this social media network, you’re neglecting one of the biggest (and arguably the best) platforms of all:
What Is Google Ads?
Google is one of the biggest companies in the world.
You probably knew that already, but you might not know that most of this company’s revenue comes not from smartphones, tablets, or laptops, but from advertising.
It generates over $120 billion in annual revenue, with Amazon, Yahoo, Microsoft, AT&T, Walmart, Target, and countless others all feeding into the Google Ads ecosystem.
So, what makes it so unique; why are these companies relying on Google Ads to keep their sales ticking over?
What Makes It Unique?
Google is big on data. It uses advanced machine learning algorithms to understand your business better than you do and it combines this understanding with an in-depth knowledge of every single search engine user.
During my recent discussion with Isaac Rudansky, I asked him for his most valuable insight—a $100,000 tip.
He told me that it all boils down to Google’s machine learning, and the key to succeeding on this platform is to let Google do its thing. You probably have a good idea of what your customers want, but Google knows what they want, why they want it, and when they are likely to purchase it.
It has taken ad experts like Isaac a lifetime to learn that information, but Google can master it in a few short weeks.
To understand just how effective Google Ads can be, let’s compare it to an old-fashioned marketing method: magazine advertising.
By focusing on a relevant subject, you can target potential customers in your demographic. But you’re paying for the placement, not engagement; you’re relying on people finding your ad, reading it, and then picking up their phone to visit your site and buy your product.
The publishers will insist that you’re getting your money’s worth and may even throw the word “exposure” around, but this is 2020—that doesn’t cut it anymore.
With Google Ads, you only pay when someone clicks your ad, and because you’re targeting specific keywords, you know that all of those clicks will be somewhat relevant. You can even narrow it down further, focusing on specific locations, age groups, and platforms.
If 1 million people see your ad and only 1 of them clicks, you’ll only pay for that 1 click.
That’s the beauty of Google Ads.
Where Does Google Show Your Ads?
The Google network is vast, and you can display your ads across all of it. However, not all options offer the same benefits. Some are more suitable than others. It all depends on what you’re advertising.
1. Google Shopping Ads
Google Shopping allows you to capitalize on commercial intent, making it significantly more valuable than platforms like Facebook and Instagram.
As an example, let’s say that you’re selling premium football merchandise—autographed helmets, jerseys, etc.,
On Facebook, you can create a product-specific ad for a Patriots helmet signed by Tom Brady. You can target people in New England who have shown an interest in the Patriots, and you’ll pay every time one of those potential customers engages with your ad.
The problem is, engagement is pretty loosely defined and can include a like, a share, or a click. Maybe they’re just curious about the price. Maybe they’re sending it to a Steelers fan as a joke, or maybe they’re just leaving a vague comment to express their fandom.
In all cases, you’re paying for that engagement, even though most of the people engaging with the ad have no interest in buying the product.
With Google Shopping, your ad will be displayed at the top of the Google results and will be shown to people using purchase-specific keywords. It’s not going to appear to people randomly searching for Patriot’s results, but it will appear to people looking for a signed Pats helmet.
Furthermore, you only pay when they click, and if they’re clicking, there’s a good chance they’re ready to buy. Shopping ads typically charge you more per click, but it’s one of the easiest and most reliable ways to boost your cost-per-conversion, with many users seeing an ROI of between 200% and 400%.
2.Google Search Network
Your results will appear in Google search engine pages, known as SERPs. These ads will display just like regular organic listings but will often be pushed to the top or bottom and clearly marked with “Ad”.
SEO doesn’t impact where these ads show. It’s all down to your bidding strategy and your keywords.
Your listings will include headlines, descriptions, and links, just like an organic SERP listing.
Using site link extensions, you can expand on these results, adding call-outs, phone numbers, additional headlines, additional links, and more. You can create these yourself or use the Google algorithm to create them for you.
3. Google Display Network
How many times have you shopped with an online retailer you’ve never heard of, only to be bombarded with their ads as soon as you leave the site?
This is the Google Display Network at work.
Google Ads are shown on millions of websites across the internet. They also appear on Google Play Store apps and YouTube videos.
You create these ads using images or text (they can be created automatically) and Google will show them to relevant users on connected websites.
When someone clicks one of these ads, you pay Google and Google pays a commission to the website owner through their AdSense account. You don’t have any control over where your ads are shown in the beginning, but you can modify them once the campaign is underway, removing websites and apps that you deem inappropriate.
Who Can Benefit?
In the early days of online advertising, companies with the biggest budgets had all the say, simply outbidding their rivals and letting their money do the talking.
Thankfully, that’s no longer the case.
Google uses optimization scores and quality scores to provide businesses of all sizes with the opportunity to publish highly-targeted and cost-effective advertising.
This platform can also be utilized by nonprofits. All nonprofit agencies are entitled to receive up to $40,000 in free ad spend, and while there are restrictions on how this money can be used (mostly concerning CPC bidding) nonprofits have the same freedom as every other business.
It’s free money, and it can be used to drive traffic, improve conversions, and further your cause.
The trick to succeeding as a nonprofit is to treat it like any other business.
Focus on analytics and conversions; test, monitor, optimize. And more importantly, remember that you’re targeting a select group of people.
Don’t assume everyone will donate just because you have a worthy cause.
You’ll appeal to a small number of people or no one. Some people won’t like your cause, others will appreciate it but not help. A small number will devote themselves entirely, and it’s this final group that you need to focus on.
Just because you have free money, doesn’t mean you should throw it away. Create targeted campaigns, use every penny of that grant, and you’ll see a significant increase in donations.
How To Get Started
- CPC: The “Cost Per Click” is the amount you spend each time a user clicks your ad. Find the perfect price point by determining how many of these clicks turn into leads.
- CPA: The “Cost Per Acquisition” is the amount spent on each conversion. It should always be lower than the money made via that conversion.
- Lifetime Value: A conversion isn’t the only way you profit from a customer. If you spend $100 per customer and earn just $80, it may seem like a bust, but if half of those customers refer a friend, make a repeat order, or purchase another product/service, that return could be positive.
- How to Find Keywords: Google will scour your targeted URLs to suggest keywords. You can also use Google searches, Ubersuggest, Mangools, SEMRush, Ahrefs, and other tools to find targeted keywords.
- Match Types: You can choose several different types of keyword matches, but Isaac recommends sticking with “Broad Match”, which is often the default option. This improves Google’s learning capacity and gives you more valuable insights into your customers.
- Let Google Learn: Don’t place unnecessary restrictions on your campaigns. Set a budget, create your ads, and start the wheels turning. Google learns by running ads and the more it knows, the more effective your campaigns will be.
- Ad Extensions: Ad extensions, also known as Sitelink Extensions, can be added to Search Campaigns to expand your marketing real estate. These often-overlooked extensions are hugely important, improving both your quality score and clickthrough rate, so use as many of them as you can.
What Should I Do If I Only Have $1,000 To Spend Every Month?
As noted by Isaac, it’s important to consider that everything is relative. You may only have $1,000 in your marketing budget right now, but what if that $1,000 generates $10,000 of sales?
Are you going to continue spending $1,000 per month and getting roughly $10,000 worth of sales, or will you put more of that money back into your business, increase the budget, and grow those sales?
The goal is to generate sales, increase your budget, and then reassess.
Should I Choose Google Ads Over Facebook/Instagram?
It depends, but it’s important not to spread your budget too thin, to begin with. Choose the one you think is best suited to your business; commit, monitor, reassess, and if you feel that it’s not working for you, move onto another platform.
You need to give these platforms time to shine. Don’t pull out too soon, don’t panic because you’ve had a few days of low conversions. Be patient, analyze, and let each platform show you what it can do.
How Much Should I Bid?
Before you ask yourself how much to bid per click/conversion, you need to know how much that click/conversion is making you.
As an example, let’s assume you operate a service business and have a lifetime value of $1,000. If 10% of form submissions turn into an actual conversion, then your break-even CPA for form submission is $100. If that’s the case, there’s very little point in marketing—it’s $1 in and $1 out.
But if you’re collecting contact details or selling additional products/services, it becomes viable.
Which Is Better, Maximize Conversions Or Enhanced CPC?
Maximize Conversions is generally the best bidding strategy, but it’s not always effective in the early stages.
Google needs to collect data on your business and your customers. It needs to learn which customers are more likely to purchase, and this can take time.
This is where Enhanced CPC comes in. It gives Google some control and lets its algorithm learn. At the same time, it doesn’t strain your budget and allows you to maintain some control.
Summary: Quick Steps To Master Google Ads
Google Ads is easy to join, but fully understanding how it operates and how to maximize ad spend is a little more complicated.
It goes beyond simply digging through the help files or following best practices. Proper account management is an organic, evolving process, one that requires a deep understanding of your business, your customers, and Google.
That’s why so many students are flocking to join Isaac’s courses and why his company, AdVenture Media Group, manages so much revenue.
Visit them for more information and keep the following quick tips in mind:
- Understand your business
- Learn who your customers are and want they want
- Gather as much data as you can
- Persevere, adapt, improve
- Learn from your mistakes 6. Get help from ad experts and educate yourself on the latest changes
About Our Guest: Isaac Rudansky
Isaac Rudansky, CEO of AdVenture Media Group, is widely considered to be an industry-leading expert on all matters related to pay per click advertising, online traffic acquisition and conversion rate optimization. As an educator, Isaac has over 225,000 paying students enrolled in his full-length online courses, and his beginners guide to Google Ads has been watched by over 950,000 students. Isaac founded AdVenture Media, a digital advertising agency based in Long Island, NY, in 2013. Since then, Isaac and his team have consulted with over 450 companies around the world, ranging in size from small mom and pop ecommerce boutiques, to multiple, publicly traded companies. Isaac and his team manage the digital advertising campaigns for well known companies like Forbes, AMC Networks, Hanes, The International Culinary Center and many more.