Google AdWords (now “Google Ads”) used to just be for PPC campaigns (also known as pay-per-click). Nowadays, Google offers a full suite of advertising services for businesses of all sizes.
Here is a list of the types of campaigns you can run on Google:
- Search campaigns (PPC marketing)
- Display campaigns (also includes remarketing)
- Video campaigns (YouTube)
- Shopping campaigns (Product Listings on Google)
- App campaigns
- Local campaigns
With so many options to choose from, how do you decide which is best for your business? And moreover, how do you know if it’s REALLY worth it? We’ll break it down for you here.
Define your Marketing Goals First
Our first recommendation doesn’t start with choosing with Google Ads product is right. You first need to define what your marketing goals are. A few common goals we hear from our clients are:
- Get more leads (definitely the most common)
- Get more phone calls
- Grow e-newsletter subscribers
- Brand awareness
There are more to add to this list and your goal will be highly customized to your business, but these are a good place to start.
Once you’ve defined your goal, you’re then able to move into deciding which Google Ads product is right for your business and will help you meet your goals.
Google Ads has a product for every type of business and every type of goal.
Google Ads are often our first recommendation to most clients. As a Florida Google Ads Agency and Google Partner, we’ve helped our clients grow their businesses tremendously by using Google Ads.
Define Your Optimal Cost per Conversion/Lead Second
This is a step that most of our clients skip. As a digital marketing agency with over 15 years of experience, we’ve found that asking our clients just how much a lead is worth to them is crucial.
For example, we work with a boat dealer on their website and PPC services. Their boats average anywhere from $65,000 – $300,000+ and if we can secure a lead for them for less than $10, then that makes Google Ads worth it to them.
So, before you bring in any sort of PPC agency, you need to define just how much a lead or conversion is worth to you. Using this information, your PPC agency can help drive down that cost-per-click or cost-per-impression to get the most out of your budget.
Search Engine Marketing – What to Use & When
You’ve defined your goals. You’ve defined what a conversion or lead is worth to you. Now, here is where you can decide which Google Ads product to move forward with.
Below is a breakdown of the different types of ad services and which goals they best serve.
- Search campaign (PPC) – driving leads, traffic, and sales
- Display campaign – brand awareness
- YouTube campaign – brand awareness, e-commerce/shopping/driving purchases
- Remarketing campaign – re-engaging website visitors
Creating the campaigns is just the first step. To REALLY make Google Ads worth it for your business, there are other factors to consider.
What is your budget? You’ll need an impactful budget that will help you compete in your industry’s space. If it’s too small, you won’t see the results.
What does your website look like? Do you need a new web design? Ads are just the first half. If your website isn’t build to convert, you won’t experience effective PPC results.
What is your industry? How competitive is it? This is something your internet marketing agency will be able to assist with.
Find a Florida Google Ads Agency to Help Your Business Run Google Ads
Atilus is a full service online marketing agency and we’ve been in business since 2005. We’ve watched Google grow as an advertising platform and 9 times out of 10, we see Google Ads drive amazing results and conversion rates for our clients.
We recommend you review our search engine marketing services and give us a call at (239) 362-1271 to schedule a free digital consultation.