If I can rank organically for free, why do I need to pay for ads? You may have found yourself asking this question, and rightly so! Google ads are becoming more expensive and competitive, so are they really worth it?
We have previously spoken about the differences between SEO vs PPC and which you should choose. In our latest guide, we are focusing on Google Ads specifically and why, in 2024, they are very much still worth the investment…
Accurate Metric Analysis
A Google Ad campaign supplies accurate, reliable and practical metrics that can take your marketing strategy to the next level. You can identify the search terms that produce the best results and the keywords that are wasting your PPC budget.
Google Ads do not just generate more clicks, they secure genuine leads that result in actual, real-life clients. If a search term is producing non-quotable, low-quality leads, metric analysis allows you to adjust your campaign quickly and accordingly.
Low Risk, High Return
Similarly, this approach is low risk, high return. SEO is certainly powerful, but it often requires trial and error, which can be costly. A good Google Ad campaign, however, bypasses this experimentation stage and goes straight to the results.
You are not at the mercy of the ruthless, ever-changing Google algorithm updates, you can react to the metrics in front of you and invest in high-return search terms. Where SEO casts a wide net, Google Ads targets users at the purchasing stage of the marketing funnel.
Faster Results
Ask any expert and they will tell you the same thing – SEO requires you to play the long game. The changes you make to your online platform today may not produce visible results for months, which makes it difficult to know if you are on the right track.
We are certainly not dismissing the value of SEO, but Google Ads simply produce conversions and leads faster, which is why you should invest in both. Kickstart your marketing strategy with Google Ads, then play the long game with SEO and watch the clicks roll in.[/vc_column_text][/vc_column][/vc_row] So, you have decided that Google Ads are worth the investment – what’s next? Now it’s time to build your paid search account structure. The Google Ads interface may be overwhelming at first, but with our quick-fire guide, you will be advertising in no time. Step 1: Consider the structure of your website, the products or services you offer, and the location you wish to target – this will help you decide how you want to structure your account. Step 2: Conduct keyword research to identify the best search terms to target. Aim for keywords that are specific to your goals and have a high search volume, but make sure to avoid highly competitive terms. Step 3: Create your first campaign by selecting the location and language, bid strategy, and default bid and budget. Then, create your first ad – making sure to follow Google’s ad-approved guidelines! Once you have chosen your desired landing page/s and launched your Google Ads campaign, you can use metric analysis to adjust where necessary. Keep in mind that you are targeting your user at the point of sale, so your ad should be focused on solving their query. If you are targeting the search term “cheap greenhouses”, for example, select a landing page that allows users to purchase affordable garden supplies quickly and easily! A recent case study found that a PPC campaign conducted for the UK clothing brand Boohoo resulted in a 139% return on investment, and a 431% increase in non-branded PPC revenue. This is just one of many case studies that reflect the untapped potential of Google advertising for many businesses. But when Google Ads are not done right, you may invest significant money but see limited results.Quick-Fire Guide to Building a Paid Search Account Structure
Conclusion: Google ads are still worth it… when done right.
){kind=link}