Myth #1: It Doesn’t
Work
This myth is only
partly right. It doesn’t work if you don’t know how to use it.
Google Ads isn’t as
easy to use as people may believe. Google Ads experts do research and
analyze mounds of data to find what works best. If you set up a Google
Ads campaign without knowing how to find the right keywords, target
audience, write good ad copy, and set up proper tracking, then it
likely won’t work the way you want it to.
Let me share a case study with
you. We were helping an E-commerce client generate more revenue using Google
Ads. In February, when we started, they spent $11,016 on their ad
campaign. This generated $48,535. By September, we were able to reduce
ad spend by $8,100 and increased revenue to a whopping $87,628. That is
an 81% increase in revenue and a decrease of 36% in ad spend.
There’s no question
that Google Ads can definitely work, but the key is making sure you
know how to create and manage the campaigns properly.
Myth #2:
Internet Users Don’t Click on Ads
This is untrue. Most people
can’t tell the difference between Google Ads and organic search
results. And, even if you can tell the difference, if that ad is giving
you the information you searched for, you probably don’t care if it’s
sponsored or not.
Over the last several
years, Google has made changes to the way their ads look on search
engine results pages. In 2000, they used a yellow background for the
ads. In 2014, they removed the yellow background and just placed a
yellow “Ad” icon next to them. In 2017, they changed the yellow icon to
green. By the end of 2017, they simply put a green ring around the word
Ad.
Moz has found that
people are clicking on ads vs organic search results more than they
used to. It’s likely because of the changes Google has made to make ads
look as much like organic search results as possible.
Myth #3: You
Can’t Track ROI with Google AdWords
John Wanamaker once
said, “Half the money I spend on advertising is wasted; the trouble is
I don’t know which half.”
Sure, this may have
been true for him back in the day, but it doesn’t have to be this way.
We now have more data to show how profitable Google Ads can be for
marketers.
When campaigns are set
up correctly on the AdWords platform, you can see how each ad is
performing. From that data, you can make changes to when your ads
display, who your ads target, or change the messaging in your ads to
improve performance. This can significantly boost results.
Google Ads isn’t a “set
it and forget it” type of marketing campaign. The power of it comes
from paying attention to the data Google now provides on its platform
and then using it to maximize your ROI.
Myth #4: Display
Ads Don’t Work
Again, this myth is
only partially true. The reality is display ads don’t work if you show
them to the wrong people. If ads are shown to people who are not
interested in a product or service they care about, they won’t be
effective.
Display ads DO work if
you show them to people who are interested in the ad content. For
example, if you’re in the market for a new lawn mower and you see an ad
for $100 off a model you were considering, you’re more likely to click
on it than if you weren’t interested in buying one. A picture is worth
a thousand words, and an effective Display campaign makes use of the
value of images in advertising.
Myth #5: You
Need a Lot of Money for Google Ads
With Google Ads, you
pay for the number of clicks your ad gets. If you set up your campaigns
correctly, then each click is hopefully from someone who is interested
in what you’re promoting. Each click can cost a few cents to a few
dollars depending on the keywords you’re bidding for. So, does this
mean you CAN spend a lot of money? Yes. Does it mean you HAVE to spend
a lot of money? No.
Neil Patel was
able to scale his ROI to give him 155 leads for just $343. This was all
from carefully selecting the right keywords that targeted the right
audience. Careful targeting is one of the secrets behind getting the
best ROI – no matter how much money you spend.
So while you do need to
invest some budget if you plan to use Google Ads, your budget doesn’t
have to be a huge one.
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