Patience Hurlburt-LawtonIf you’re on the fence about using Google Ads, you’ve come to the right place.
Don’t worry, though—we’re not gonna try and convince you to use the platform. Instead, we’re here to help you decide if it’s right for you in the first place.
Solutions 8 Senior Client Strategist John Moran gave us the lowdown in one of our most popular YouTube videos. In this informative segment, he explains how to tell if your business is a good fit for Google Ads.
So…do I need Google Ads?
Nine times out of 10, the answer is yes.
There’s just one catch, though. You need to understand the limitations, along with the usual cadence of the overall process. (Translation: It takes time to build, launch, and optimize campaigns—and ultimately, see results.)
You should also have realistic expectations under your belt. After all, Google Ads may seem like a miracle worker, but the magic certainly won’t happen overnight.
First things first: Ask yourself if you’re ready to commit.
Like all relationships, working with Google Ads takes commitment.
“Whether you’re trying to have a certain ROAS or a target cost preposition,” says John, it takes time to figure out if it’s worthwhile for you. The same goes if you’re striving for a specific amount of leads, phone calls, et cetera, et cetera.
Based on our experience, we’d say it takes about 90 days (a.k.a. three months) to determine if there’s potential for a predictable, scalable growth schedule. (That is, of course, if you know what to look for.)
In other words, getting serious with Google Ads takes time and patience—especially in the beginning stages. But if you aren’t willing to stay committed, it might not be worth spending money on the platform.
On that note…
Consider how much it costs to get the ball rolling.
After the initial build (which takes about 10 days, by the way), the first month involves testing your campaign. From there, explains John, you’ll work on optimizations in the second month and starting (or stopping) said optimizations in the third month.
Basically, during those 90 days, there’s a lot of adjusting on the agenda. Maybe you’ll bid less here or more there. Or maybe you’ll shut off keywords or launch Smart Shopping at a certain point.
Here’s what that means for your marketing budget: “You’ll want to spend at least $1,000 to $1,500 per month—then times that by three months,” says John. “So, you’re looking at three to $6,000—at a minimum—that you need to invest over the next three months to make sure the campaign is going to be worth it for you.”
What about your business goals? Make sure you’re clear on those, too.
If you haven’t defined your business goals, it’s time to strap in and figure ‘em out before diving into Google Ads. “Having clear goals will allow your Google Ads agency to work autonomous,” notes John. These goals should be measurable, scalable, and most of all—realistic.
For example, ask yourself:
- Do I know my close rates?
- Do I know how many leads I need to make a sale?
- Do I know how many leads each month I need to make a profit?
By establishing your specific goals, you can determine if you can successfully run a Google Ads campaign on the long-term.
Evaluate the quality and speed of your website.
Before delving into Google Ads, make sure your website is in tip-top shape.
Specifically, John recommends that your website is:
- Fast
- Mobile responsive
- Informative
- Easy to use
Think of it this way: If you’re going to spend a few thousand bucks (per month) on driving people to your page, you want to make sure they like what they see.
And even if you had the best Google Ads campaign in the world, it’s not going to be fruitful if your website leaves much to be desired.
In this case, it’s best to focus on fine-tuning your website before considering Google Ads.
Assess your ability to handle traffic. (Be honest with yourself!)
You may think you’re prepared for the mass influx of traffic… but you might also find that you’re not.
Now, we’re not doubting your skill as a business owner. But we like to keep things real here at Solutions 8, so let’s review a few basic questions to ask yourself.
Let’s say a customer calls you at 7 P.M. Are you actually going to answer your phone? Will people call you directly, or will you have a sales team that’s trained and ready to take calls?
Similarly, if you sell physical products, are you fully stocked and ready to ship? Can you accurately forecast how much product you need?
If not, you’ll essentially spend $5,000 on driving traffic—only to have users wait weeks until your inventory comes in. It’s not a good look, to say the least.
If you’re truly ready to handle a huge spike in business, then great! But if not, you’ll want to establish your offerings and operations before bringing in the masses.
Think about your audience size and location.
Consider the location of your ideal customer. Do you sell your products or services to folks nationwide? Or are you a purely local business?
According to John, if you’re local and rural—with only a handful of people nearby—your audience size might be too small. In this case, Google Ads probably doesn’t make sense for your business.
Besides, something tells us you’d rather not spend money and time on setting up Google Ads, only to find that no one is searching for what you offer. (P.S. A good agency should be able to tell you this right off the bat.)
Finally, are you ready to be competitive?
“Make sure your ad spend [is] competitive enough to make sure you get enough clicks,” explains John. Otherwise, Google Ads won’t work in your favor.
Imagine you’re a dentist who wants to cover a 50-mile radius, but there are 300 other dentists in the area. If you plan to bid just 10 bucks a day, it’s not going to be appropriate because it’s not competitive.
This brings us back to cost and commitment. More competition equals more ad spend, which also equals more investment. It can all pay off very well—but are you ready to devote the money and time to make it happen?
Solutions 8 can determine if you’re in a good position for Google Ads.
If you’re wondering if Google Ads is right for your business, give us a call. By analyzing factors like your service, audience, and location, we can figure out if the platform makes sense for you.
The same goes if you’re already running Google Ads, but you don’t feel like it’s working. Solutions 8 can assess your campaigns, examine the data, and identify what needs to be added or changed.
To get started, call us at (480) 908-8609 or send us a message at info@sol8.com. We offer free action plans, including estimates and projections, so you can get a realistic idea of what you can expect to achieve. Oh, and if you’re looking for more Google Ads tips? Check out our Google Ads YouTube channel. See you there!
