Google Search
Google Search holds the distinction of being the most potent (albeit costly) advertising method. It stands out due to its ability to target individuals actively seeking a product or service precisely when they are searching for it. No other platform in existence can match Google Search's unparalleled capability in this regard.
How does it work?
When people search in Google, they are presented with a series of results on the search engine results page (SERPs). Usually, at the top of the search results, there will be three sponsored or paid listings.
Following these sponsored results, you can find business listings and subsequently, ten organic results, which are determined by Google's intricate algorithms.
Paid Google Search revolves around appearing in the top sponsored results section of the search results. It involves a multifaceted bidding system where you compete for positions based on different keywords.
Google Display Ads
Google display advertising is like placing your business in front of specific people as they browse the internet. Your ads can appear on various websites that are part of the Google Display partner network, such as gumtree.com and ebay.com.
How does it work?
To set up display ads, you use the Google Ads platform. You provide Google with instructions on when and where to display your ads.
For instance, you can tell Google to show your ads only to people who are actively looking to purchase a particular product or have shown interest in it. This is where retargeting comes into play, which may make it seem like certain ads are "following" you as you browse different websites.
However, this type of advertising is considered less effective because you're trying to capture the attention of people who may be interested in a service but not necessarily at that exact moment.
Read below: Real Risks For Business Owners Self-Managing Google Ads
Basic PPC
Management
- Manage (Ad Spend: up to $1000)
Search Campaign - Google Search Campaign
- Full Conversion Tracking
- Fortnightly Optimisations
- In Depth Monthly Google Reports
- Daily Website Traffic Dashboard
Standard PPC
Management
- Manage (Ad Spend: up to $5000)
Search Campaign - Google Search Campaign
(Display Campaign if Required) - Full Conversion Tracking
- Weekly Optimisations
- In Depth Monthly Google Reports
- Daily Website Traffic Dashboard
Advanced PPC
Management
- Manage (Ad Spend: Unlimited)
Search + Display Campaign - Multiple Search Campaigns
Display Campaigns - Full Conversion Tracking
- Weekly Optimisations
- In Depth Monthly Google Reports
- Daily Website Traffic Dashboard
- Competitor Click Monitoring
Real Risks For Business Owners Self-Managing Google Ads
1. Time-Consuming: Managing Google Ads requires constant monitoring, tweaking, and analysis. Business owners already have numerous responsibilities, making it difficult to dedicate the necessary time.
2. Complexity: Google Ads involves intricate settings, targeting options, and bidding strategies. Without expertise, it's easy to make costly mistakes that impact campaign performance.
3. Expertise Required: Successful Google Ads management demands understanding of keyword research, ad copywriting, A/B testing, and data interpretation. Lack of expertise can lead to ineffective campaigns.
4. Algorithm Updates: Google's advertising platform regularly updates its algorithms. Staying updated on these changes is crucial for optimizing campaigns, which can be challenging for non-experts.
5. Budget Management: Inefficient budget allocation can exhaust funds quickly without delivering desired results. Professionals can optimize spending for maximum ROI.
6. Data Analysis: Interpreting campaign data is vital to make informed decisions. Misinterpreting data can lead to wrong strategies, wasting resources.
7. Competitive Landscape: Industry competition impacts ad performance. Professionals can analyze competitors and adjust strategies accordingly.
8. Ad Copy Quality: Compelling ad copy is essential for attracting clicks. Copywriting skills are necessary to create persuasive and relevant ads.
9. Keyword Optimisation: Picking the right keywords and negative keywords is critical. Mismanaged keyword targeting can lead to irrelevant clicks and wasted budget.
10. Performance Tracking: Regular monitoring and analysis are needed to identify underperforming elements and optimize for better results.
11. Quality Score Management: Google's Quality Score affects ad placement and costs. Maintaining a high Quality Score requires expertise in campaign optimization.
12. Ad Testing: Effective A/B testing involves creating variations and analyzing performance. Professionals can derive valuable insights from tests.
13. Ad Extensions: Utilizing ad extensions enhances visibility and engagement. Expertise is needed to implement these effectively.
14. Local Targeting: For local businesses, geotargeting is crucial. Professionals can ensure accurate targeting based on location.
15. Return on Investment (ROI): Without proper management, ads might not generate the expected ROI, wasting valuable resources.
16. Constant Changes: Google Ads policies, trends, and platform features change frequently. Professionals keep up with these changes to adapt strategies accordingly.
17. Technical Challenges: Setting up tracking codes, conversion goals, and integration with other tools requires technical knowledge.
18. Emotional Attachment: Business owners might become emotionally attached, leading to biased decision-making rather than data-driven strategies.
19. Costly Mistakes: Misconfigurations or poor choices can quickly deplete budgets without yielding results.
20. Focus on Core Business: Outsourcing ad management allows business owners to focus on core operations and strategic growth.
In summary, the complexity, expertise, time commitment, and risks involved in Google Ads management make it advisable for business owners to entrust this task to professionals who can deliver optimal results.