Many companies try Google Ads but give up on it because they have spent a fortune and do not perceive that they got sufficient benefit from their advertising. Others are put off from even trying it because of what they’ve heard about the cost.
But the sheer volume of advertising run using Google Ads should tell you that it can be very cost effective.
When most people think about Google advertising, they usually think of ‘search’ – where the adverts appear above the organic search results. But there are numerous other types of advertising available – e.g. display, remarketing, shopping, apps and youtube.
IT’S NOT THAT SIMPLE
Many small companies get drawn into using Google Ads Express because Google says that “AdWords Express offers online advertising for all businesses looking to increase their site traffic and get more transactions on their website locally or globally. It’s perfect for the one-person marketing team, or if you don’t need all the features of Google Ads.”
What they don’t say is that this dumbed down version of Google Ads is made easy to use by not including many features ESSENTIAL for all but the most basic one service / product advertising. Using Google Ads Express for anything more than this is doomed to be unprofitable.
THE ESSENTIAL OVERHEAD
Ways that Google Ads can go wrong – target geography, target search phrases, use of negative keywords, target audience, bidding, scheduling, advert wording, use of extensions, destination content, Campaign / Adgroup structure, conversion measurement.
Google Ads is complex and for anyone to become reasonably skillful in using it requires them to be spending several hours a month on just keeping up to date with changes in its features.
Running Google Ads without this overhead investment is the road to failure..as is running your advertising with no ongoing management.
LIVING STREAMS SUPPORT
I (Tony Thornby) have been supporting client companies on their Google Ads since 2006 and each year take Google’s 2 hour exams on each type of advertising that is relevant to my clients. Exams in which I must obtain a mark of 80% or more to pass.
My hourly rate for this work is very competitive and you only get charged for the time that I spend on your specific advertising.
You also get the benefit of experience gained running other companies’ advertising to improve yours. Something you don’t get from using one of your own employees to manage your company’s Google Ads.
