1. Perfect
Timing For Your Offer
When prospective
customers search in Google, then they are in need right at that exact
moment. It’s similar to how people used to use the Yellow Pages. You
didn’t just pick up a Yellow Pages and scroll through it unless you
were looking to buy a product or service.
That’s why the Yellow
Pages were so effective. Businesses could get their ad in front of
prospective customers when they were making a buying decision.
Of course, no one uses
the Yellow Pages book anymore. Instead, most of us turn to Google to
search. And the Yellow Page ads have been replaced by Google search
ads.
The same idea holds
true today. Google search ads allow you to get your business in front
of your prospective customers exactly when they need your product or
service. It’s hard to beat that kind of timing with any other kind of
advertising.
2. No Minimum
Investment
No business, regardless
of size, wants to risk a lot of money upfront in order to test a new
marketing channel.
Luckily, with Google
Ads, you don’t have to. There is no minimum investment to get started
and no minimum monthly ad spend either. That means there’s much less
risk compared to other advertising options.
3. Built-in ROI
Tracking
Google has done most of
the heavy lifting for you when it comes to tracking and reporting on
your return on investment (ROI).
Sure, you’ll likely
need help from a web developer, but it’s not overly complicated. Google
has simplified the setup to a few clicks and then instructions can be
emailed directly to your developer to complete the final installation.
Most businesses can
complete these steps in a few hours and then you’ll be able to track
webform submissions, e-commerce sales, phone calls, and even offline
sales that were closed via phone calls or in-person.
Plus, you’ll be able to
run reports to see exactly which keywords and ads are driving sales so
you can allocate your budget to what’s working and maximize your ROI.
4. Assist With
Your SEO Strategy
With search engine
optimization (SEO), it can take months to even years to get your
business to rank high on the first page of Google. But once your
website is ranking high, then you don’t pay for all the clicks.
With Google Ads, you
can get your business #1 within hours, but of course, you have to pay
for each click.
Here’s the key takeaway
– Google Ads give you the ability to test different keywords quickly to
see if they drive sales for your business. Yes, it will cost money to
test the keywords because you’ll be paying for clicks.
However, you’ll save
money in the long run because you’ll ensure you’re investing your SEO
budget on keywords that will actually generate sales when your website
is ranking.
5. Improve Your
Website
This one is not so
obvious, but Google Ads will help you improve your website for two
reasons:
- When
you’re investing money into ads, then you’re going to be more
critical of your website. It’s easy to ignore your website when
the traffic is free, but as soon as you start paying for traffic,
then that’ll light a fire under you to finally upgrade your
website.
- Google
Ads give you consistent traffic to split test your webpage copy
and layout to find the best combinations. Once you see what works
best from your ad tests, then you can roll that out across your
entire website to improve overall website conversion rates.
6. Improve All
Your Other Advertising
Last but not least,
Google search ads will help improve all your other advertising.
How?
First, as mentioned
above, Google Ads give you consistent traffic to improve your website
and also test different offers until you find the one that generates
the most sales.
Second, Google Ads
force you to understand your numbers.
Once your ads are live,
you’ll see how much it costs to generate a visitor to your website.
You’ll also see how many of those visitors convert to leads and sales.
And ultimately, you’ll be able to compare your cost per sale versus
your lifetime value per sale.
To be successful with
Google Ads, you have to know exactly how much you can afford to pay per
click for all of your keywords. That’s what determines how much you can
bid.
By going through the
exercise of calculating your customer lifetime value and defining how
much you can afford to pay for a visitor to your website, you’ll be
able to make better decisions about all of your other advertising.
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