Have you been considering PPC marketing strategies? Many small businesses utilize Google Ads, Facebook Ads, and other PPC methods to get more leads, increase awareness of their brands, and remarket to existing customers. When optimized well, Google Ads has a great return on investment. But many businesses do not know whether or not Google Ads or Facebook Ads are right for them.
What Are Your Goals?
When choosing whether or not to utilize paid traffic for your business, you need to consider your goals. Even if you decide to run ads, it is important to consider which ads service you will use. Different PPC options are better suited for different goals. For instance, if you are looking to create a stronger community around your brand because you utilize social media or a contact platform to distribute information about sales, you may consider Facebook Ads. However, if you are looking to gain new business leads, Google Ads may be the most effective decision. When categorizing ads, many marketing professionals break them into three groups: awareness, consideration, and conversions.
- Awareness: Awareness campaigns are great for new businesses or businesses launching new products and services. Social media ads can be an effective way to spread awareness. Google Ads’ display campaign options are also valuable for awareness.
- Consideration: Comparatively, consideration is one step further in the buyer’s journey. Some would even refer to consideration as a micro-conversion. This can include signing up for newsletters or following your social media platforms.
- Conversions: If your goal is strictly to gain new business or remarket to old customers. Google Ads campaigns are highly effective. Google Ads comes with a variety of extension options including a direct click to call feature that can help increase your conversions.
What Is Your Budget?
The next thing to consider when running ads is your budget. Different ad campaigns will require different budgets. The first thing to consider is the ROI. What is a conversion worth to you vs a like/follow on social media? Generally speaking, as you move from Awareness to Conversions, the cost per click is going to increase. And the value of a lead is going to determine the value of the ads. That is why it is important to correctly identify and set up your website goals in Google Analytics. Ad costs can also differ by industry. A restaurant may have a better cost per click or cost per conversion rate than a medical facility. This is because ads are bid on by your digital competitors. Because of this, the value of a keyword shouldn’t be worth more than the value of the conversion. Your budget and your cost per click rate are determined by your industry, geographical location, time of day, audience, and the strength of your ads.
Who Are Your Digital Competitors?
Understanding your competition is vital in understanding when you should use ads, and what your budget should be. There is a key difference between your local competition and your digital competition. When most business owners are asked about their competition they think of businesses in their area offering similar services/products. However, your digital competition could offer different services or be in different areas. Your digital competition is any other websites that come up when you search for relevant keywords. A good way to gauge your digital competition is to do a few searches on Google, find companies that appear often, and track their methods.
What Are Your Competitors Doing?
Competitive analysis is vital to SEO and SEM. Knowing your digital competition and understanding what they are doing can help inform your own decisions. One consideration is to see how many other businesses are running ads for the keywords you are organically ranking for. Because ads appear before the organic search, this may be a good reason to consider starting your own campaign. This is especially relevant when the sites ranking in the paid search areas are also competing with you organically. In those cases, your competition is getting an extra advantage over you because of their multiple placements on the search engine results page. This is partially because the success of your ads is dependent on your website’s SEO strength.
How To Get Started?
If you are considering ads you should be aware of how ad rank works. For Google, Ad Rank is a metric used to decide where your ad will be positioned compared to your competition. Ad Rank is dependent on your bid, the time of the bid, the landing page strength, and the expected clickthrough rate of the ads. If you are planning to build out an Ads campaign you may want to contact a digital agency that can help set up ads, track their performance, make relevant adjustments, and build website content that will decrease your cost/conversion and increase your overall conversions.
Contact Boston Web Marketing For Google Ads Support
If you want to add Google Ads to your digital strategy, consider working with Boston Web Marketing. We would be happy to help create a budget for Facebook or Google Ads and help you manage your campaigns. Our team provides constant support and monitoring for PPC methods. Contact us to learn more.