Google Ads is the world’s most popular digital marketing platform, and if you’re an online business, you have heard of it. Advertising of Google Ads is a form of Search Engine Marketing (SEM) or Pay-per-click Advertising (PPC) businesses use to bring their website to the top of search results to increase site traffic.
If you’re considering investing in Google Ads, you might have heard about a lot of things about the platform, especially negative ones that may leave you ‘addled.’
With all the myths and urban legends, it’s about time someone addresses them and clear the confusion.
Google Ads for Businesses
Businesses of all sizes use Google Ads to drive more traffic to their websites. Every time a user clicks on the advert, Google will charge your business a fee accordingly. By doing this, businesses save time getting to the top of search results when compared to doing it organically.
If you’ve only heard bad things about the platform, some of the following statistics will surprise you:
- 79% of marketers say PPC is highly beneficial for their business.
- Search Engine Marketing on mobile is expected to reach $22.8 billion in 2020.
- PPC visitors are 50% more likely to purchase from your business compared to organic visitors.
- In 2019, businesses spent $106 billion on search advertising.
- For every $1 spent on Google Ads, businesses earn average revenue of $2.
- Google Ads is the most popular PPC network with digital advertisers.
- 96% of brands spend money on Google Ads.
There are many more statistics we can show, but we’re sure you get the idea. Even with these stats, you may have heard many myths and opinions about the platform from friends, colleagues, and business.
Let us now look at 7 misconceptions to address regarding Google Ads:
1. It’s Expensive
The biggest concern of businesses looking to invest in Google Ads is the ‘pay per click’ element. They think it’s a huge investment and will dry up through people clicking on their ads and bouncing off their site. However, this is far from the truth as only you set the PPC budget.
Ultimately, the daily spend is up to you, and you can change daily, especially during high or low seasons. For example, if your business is closed on weekends, you can stop the ads for the weekend as well. Similarly, if your business thrives on the weekends, you can increase your weekend budget at any time.
2. The Higher You Bid, the Better You Rank
Many people believe that businesses with the deepest pockets will always come out on top. Interestingly, the bidding process doesn’t determine your position alone as your keyword quality is also a contributing factor.
You could bid the highest amount and still not make the top due to your keyword’s low quality score. Even if you increase your bid even higher, you might make it to the top but still won’t get the return on investment you’re looking for. This is why you need to increase your ad’s relevancy by choosing high-quality keywords to match your bid. This way, you’re more likely to obtain your desired results.
3. First Position is Most Profitable
There is no denying that the first position of search results gives your ad maximum exposure. However, this doesn’t guarantee more profit because conversations vary according to the top as well. For example, ranking first and second got you a hundred sales each, but it cost more to place your ad on top, ranking second more profitable.
Furthermore, many users randomly click on the first thing they see following their search result, without considering if the ad is relevant to them. As a result, businesses have to pay the cost with fewer conversations and higher bounce rates.
4. No One Clicks on the Ads
If this was true, Google Ads would have died years ago. Moreover, Google Ads is Google’s key source of revenue, so if you think that no one clicks on the ads, this can’t be further from the truth. Moreover, if no one clicked on the ads, businesses wouldn’t spend billions of dollars each year on it.
5. You Don’t Have to Tend to It
Google Ads require weekly monitoring and optimization, so you cannot assume that your ads will look after themselves. If you want to see great results, you must keep updating your ads according to the response you get, time of the year, or other relevant factors that affect your business.
6. No One Browses at Night
Many online businesses choose to turn off their PPC ads at night, thinking that nobody is online. Switching off ads means that you are limiting yourself to a certain audience. There are many night owls making the most of their online purchases from the comfort of their beds, so your businesses need to be available round the clock.
Besides, you’ve set your daily budget, so why spend it all during business hours? What if you have potential customers in other time zones or international?
7. Google Ads Help Boost Organic Ranking
The organic ranking comes down to your website’s performance, search engine optimization, and content. So, even if you spend thousands of dollars every month on Google Ads, it doesn’t impact your organic ranking. This is why you should invest in paid and organic marketing for optimum performance.
To sum up, Google Ads can be an effective way to lift your brand exposure and increase site traffic. However, there are some things and areas you must take into consideration, such as budget and monitoring.
If you want to take the time and learn more about Google Ads to boost your engagement and generate new business, we recommend that you try the services of Business Marketing Solutions Group.