Paid Advertising

Online advertising is showing no signs of diminishing with year-on-year increases in spending expected to continue well into the 2020s and a predicted spend of around 500 billion US dollars by 2023. Google Ads also shows no sign of losing its mantle as the number one paid advertising platform online, with it accounting for around one-third of that spending.

This data should be highlighting to business owners the necessity for their online marketing to include Google Ads. After all, if Google Ads wasn’t producing results for those businesses that use it, it wouldn’t have such a huge share of the market. The problem for many businesses is that if they have already started using Google Ads, they may not be getting the results they’d hoped for.

Those problems can cover a variety of issues, but there are one or two which tend to be more common than others. As you read through, if these sound like the problems you are facing then it’s probably time for you to consider employing a digital marketing agency that specialises in Google Ads and by doing so, turn your struggling campaigns, into profitable ones.

One which is often cited as the most common problem business owners face when they try to use Google Ads is lack of time to manage it. The keyword research, competitor analysis, ad copywriting, bidding analysis, monitoring and adjusting the campaign, all take time if results are to be achieved. Attempting to do so, whilst also running a business is near impossible, even for the most hard-working business owners, and so their Google Ad campaigns suffer.

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Google Ads is one of the most effective ways to drive high-quality targeted traffic to a website, so if that is the case, why do so many businesses fail to make it work for them? Some of the more basic reasons for this can be attributed to factors like insufficient budget or trying to operate within a highly saturated market.

There are other reasons which can cause a campaign to fail that are more attributable to the specific elements of how Google Ads work. We are going to look at three of the most important because if you get one or more of these wrong, your Google Ads campaign is almost certain to fail.

Poorly Designed Landing Page

This is certainly one of the most common reasons for a Google Ads campaign to fail. Despite good keyword research, excellently written ads, and clever bidding, if, when the traffic these generate are sent to a landing page that won’t convert, your efforts, and your ad budget, are simply wasted.

We’d have to write a dozen pages to properly explain what it takes to make a good landing page, but some of the basics include relevant content, a clear call to action, attractive images, and trust signals. If web design isn’t your thing then outsource to a website development company that not only can redesign your landing page, but they can also make it convert too.

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When it comes to online paid advertising the clear number one platform in terms of revenue is Google Ads.  It generates a comparable amount of revenue to the second and third and fourth-placed platforms combined. When you consider that these just happen to be Facebook, Alibaba, and Amazon, it is an even more remarkable feat.

The fact that it is the top online advertising platform does not necessarily mean that Google Ads should be chosen just for that reason although it is certainly a signal that it produces results if businesses invest so much of their ad spend into it. There are more reasons which will resonate more with what business owners which to achieve.

Highly Targeted Advertising

With most media advertising the targeting is very broad. Even having an ad in a niche magazine about pets is going to be shown to pet owners of all kinds, which isn’t a great help if you are trying to sell a dog training course. It is being seen by owners of cats, birds, fish, and reptiles. Even many dog owners aren’t going to be that interested if they’ve already got a well-behaved dog.

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If you’ve already made the decision to use Google Ads to help promote your business, then you join millions of other businesses that have already done so. Further, you may also have decided that you want the campaign to be managed by a Google Ads management company rather than trying to do it in-house or by yourself. This then begs the question, ‘How do I choose the right Google Ads management company?’, so we are going to help you to answer it.

In truth, there are many approaches to this, however, the tried and tested one is to measure any Google Ads management company you are considering against several key elements in terms of how they operate, and the results they can potentially achieve.

The first is to assess the experience they have, and specifically their track record. This can be done in several ways, but one of the most effective is to ask them to show you the results they have achieved with previous campaigns they have managed. This does not necessarily mean having access to commercially sensitive advertising data relating to another business but an overview of previous campaigns and how they performed.

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