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Are Google Ads Right for Your Business?
With all of the search engine optimization tools available to us, is it necessary to pay for online ads, specifically Google Ad Words?
Even if Google Analytics didn't change their SEO rules daily, it's very hard to show up in the top 1-5 positions in a search if you are not paying for Google Ads. People can find you if they search for your name or url, but they may not find you by product or subject matter unless you're advertising.
Google Ad Words
- Text Ads: No images allowed. Text ads show in the Search Network only (when someone "googles" key words or terms that appear in your ads), or in the Display Network (on sites similar to your topic). You can set a daily, weekly or monthly budget for ads. You may choose when the ads run or let Google's magic algorithm decide. You "bid" on how much to pay per click to appear in the top 1-3 positions in searches, and this pricing varies based on the popularity of your topic. Your text must match the copy on the page you're linking to in the ad and Google is quite firm about this. They will not approve your ad if there are inconsistencies with the copy, if there are broken links in your website or if you use punctuation such as all caps or exclamation points.
- Image Ads: Text and image; these ads appear on the Display Network only. That means your ad will appear on sites that your target audience visits or on sites with similar topics. You can provide the image or Google will scan your website and suggest images. Again, no excessive punctuation or use of all caps allowed. Text must match the copy on the landing page you're linking to. Google will approve your ad and then offer a couple of alternative styles, and will show how your ad will appear on all devices.
It used to be easy to tell whether a search result was organic or a paid ad - it's very difficult to tell now. In most cases, the ads will appear first and in the most prominent positions.
Setting up an ad campaign can be a bit daunting. Variables include defining your target audience, bidding on ads, choosing key words, monitoring the search terms people use to find your ad, maximizing your bids for a mobile audience and more. You'll find tutorials on the Google Ad Words site and on YouTube, and you can also take advantage of Google techs who will help you once you're spending money. OR, you can hire someone like us to handle this for you!
Before You Pay for Ads
The purpose of all social media and digital advertising is to direct people back to your website, so before you start thinking about paid advertising, make sure your website is optimized. There are a number of things you can do to make sure you are getting as much organic traffic as possible, including:
- Install an SEO tool if one does not come with your website template. This tool will evaluate your search engine optimization for every page of your website. By revising the content and following their guidelines, you'll be in the best position to invite organic searches.
- Make sure your page url's match the page headline. Sounds like a no-brainer, but as you change copy and revise things on your website, it's easy to forget this. Double-check this for every page on your website.
- Offer something free in exchange for an email address. This will help you build an email list of course, but also help you track engagement. This could be a White Paper, an Infographic, an eBook or other item that directly relates to your business and will be useful to your clients and prospects.
- Link to other websites or information. Search engines love links so anytime you can link to or from your site, do it.
Whether you do this on your own or hire a professional to handle it for you, it makes sense to fully optimize your website before paying for advertising.
Next month: Facebook and Twitter ad tips!
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