Although both Google Ads and Google Analytics are practical marketing tools on their own, what if you could integrate them to get the best of both worlds? You can connect your Google Adverts account to your Google Analytics account to monitor users’ behaviour once they click on one of your ads and visit your website.
Australian Internet Advertising is a Sydney-based Online Google Ads Agency with a team of educated and enthusiastic online marketing professionals who have come together to offer Australian businesses the knowledge, creativity, and work ethic needed to drive positive returns on campaign investments.
Just two years after Google.com, the most well-known website in the world, Google Ads was introduced. You probably have seen (and most likely clicked on) a Google ad that has given the company extensive reach. The same has been done by your potential customers too.
If you are considering investing in advertisements to reach your target market, you should do it carefully.
Additionally, Google is putting forth significant changes that will impact all types of marketers and organizations. If Google’s future adjustments are not correctly handled, everyone, from PPC experts to SEO strategists, small businesses to major corporations, will experience a significant decline in advertising performance.
Google is renowned for often updating its platforms for Google Ads, Merchant Centre, and Search Console. Google does not typically opt to make such significant adjustments as it has done recently.
Let us review in this article whether Google ads are really worth it by looking at their pros and cons.
Google ads pros:
The following are the most crucial benefits of Google Ads that you should be aware of:
You may reach consumers when they are most likely to purchase since you are utilizing Google Ads to target specific keywords. Not to mention that 91% of customer journeys start with a search engine.
Even though SEO services are essential for any organization, it might take weeks or even months to establish a solid presence on the SERP. Paid search adverts, however, start appearing right away.
Search engines are the most common source for customers doing online brand research, and they also display search adverts at the top of the SERP.
Google is unquestionably the most used search engine among users. It has 92% of the market share for search engines. Because of this, running ads on Google is an intelligent approach to reaching consumers who are looking for brands, whether they be yours or those of your rivals.
The Google Advertisements platform gives quantifiable outcomes, like the majority of digital marketing strategies, so you can see which ads, keywords, offers, and landing pages are doing the best.
Various formats are available.
Although most people only think about Google Ads when they think of search ads, there are many additional formats to consider, and each ad channel has a different function in your marketing plan.
You are required to spend the least amount feasible for a click on your advertisement due to the structure of the Google Ads auction. This is because the cost-per-click calculation adds a cent to the highest bid of the advertisement that appears below yours.
Naturally, you only receive payment when a user clicks on your advertisement. PPC typically generates a return of $2 for every $1 invested, whereas Google claims that Google Ads generate an actual return of $8.
Google ads cons:
The following are the most significant drawbacks to be aware of:
Low prices cannot always be guaranteed
Continuing from the last statement. The cheapest click on your advertisement can still cost you money, even if you pay that amount.
As is widely known, Google Ads is also one of the most successful marketing platforms. Google Ads get increasingly competitive and pricey as more people start using them. Compared to your rivals, you are spending the least, even though some keywords are expensive.
The success you have in optimizing your adverts is one of many variables that affect how much you pay for your campaigns. To effectively manage a Google Ads account, you must set up your account correctly, conduct keyword research, and keep track of your campaign’s progress.
Hands-free does not always imply automation.
Even if Google uses a lot of machine learning, still you need to understand how to use automation and the new data it produces. Additionally, it is not often advised to apply recommendations automatically.
The Learning Curve
The development of the Google Ads platform has a paradoxical effect; as more features and capabilities are added to the platform to make it easier to use, it can become more challenging and complicated to use or, at the very least, to learn.
The learning curve cannot be avoided, despite the abundance of suitable free Google Ads training classes. Additionally, many beneficial features leave you more open to errors in Google Ads.
Factors that can influence the Google ads cost
Here is a quick summary of these aspects.
Each sector has a distinct set of average click-through, and conversion rates since consumers’ purchasing habits vary based on the product/service they are looking for.
As a result, each industry has a different cost per click and cost per lead profile. But remember that many sectors with more significant costs also have higher conversion values.
The customer lifecycle
Customer lifecycles also vary by industry. While some customer journeys are completed in a single day, others take months or even years.
These patterns alter customer behaviour and have an impact on your Google Ads results, whether they are related to inflation, a pandemic, a supply shortfall, or something else.
Other platforms, including social media and SEO, can raise brand recognition while indirectly affecting your Google Ads’ effectiveness.
As was previously mentioned, your attention to your account will primarily influence whether Google Ads is useful for you.
The people who succeed are the ones who perform routine audits, maintain the relevance of their advertising and landing pages, remain up-to-date with platform updates, test, and also make data-driven optimizations.
Will Google Ads be worthwhile for your company?
As was already mentioned, the benefits mentioned above and drawbacks of employing Google Ads are merely the most elementary, surface-level ones. We will now go a little more deeply into these elements.
As we have already mentioned, we cannot give a general response that applies to all kinds of businesses. However, the advice below can help you decide whether Google Ads is worthwhile for your particular industry.
- What do you prefer Google to accomplish for you?
- What is your projected profit?
- What are your initial costs?
- What do you like Google to do for you, first and foremost?
There are several things Google Ads can achieve and many things it cannot, so we must start with the end in mind.
What Google Ads cannot do is:
- Ensure leads or sales.
- Make sure the leads or sales you get are profitable.
- Take advantage of the clients of your rivals.
- Place your advertisements on the websites of your competitors.
- Boost your website’s organic ranking.
The first three requests are the most frequently made to Google Ads, and while they may be fulfilled, this is not a given. Outside variables influence the fourth. The last is something that it is unable to do.
What Google Ads are capable of:
- Help you show up in searches for your name, products, or services.
- Assist you in coming up when people look for your rivals.
- Utilize audience and persona targeting to reach potential buyers.
- Encourage any local prospects to visit your store physically.
Assume you wish to do something in one of these groups and are in the camp of realistic expectations.
What changes will Google make to Google Ads and Google Analytics?
Sun-setting expanded text Ads.
One of the most talked-about Google Ads improvements for 2022 is the sun-setting of Expanded Text Ads. As per the product manager for Google Ads, Expanded Text Ads will no longer be supported by Google as of June 30, 2022. Instead, the primary ad type for Search campaigns will now be Responsive Search Ads (RSAs).
This modification demonstrates Google’s desire for automation. Google claims that RSAs are more effective at generating further dialogues using fewer advertisements.
What are responsive search Ads?
Google RSAs variety lets you change the headlines and descriptions of your directed ads on the fly to find the most profitable combination.
This is a simple and effective way to enhance your automatic PPC ads. Advertisers can instantly construct up to 15 headlines and four descriptions for RSAs.
Google uses RSAs to identify the most successful ad combinations while removing the unsuccessful ones. As a result, you won’t need to compare ad sets, dig through mountains of data, or rely on luck to determine your ROAs.
Google is attempting to increase the flexibility and effectiveness of search marketing. This is due to the search engine’s AI (artificial intelligence), which uses various pairings of descriptions and titles to produce unique search ad listings for individual users.
To determine which headline and description combinations are the most effective, Google tests several varieties. You may increase interaction and establish connections with more potential customers by using the most effective version of your advertisement.
To make the most of the RSA format, Google advises making headlines visibly distinct from one another. They recommend stressing unique selling points (USP), new features, call-to-actions, or benefits rather than using minor variations of the same message.
For instance, this might entail using “buy today” and “free delivery” in place of “purchase today” and “buy now.”
By making your advertising eligible for more auctions, RSAs, according to Google, may help you achieve more conversions. Additionally, it asserts that by reducing your cost per click, RSAs can raise your click-through rate and quality score.
What is the difference between responsive search ads and expanded text ads?
Results from ETAs and RSAs are comparable. They can each display a maximum of three headlines and two descriptions at once.
The degree of automation is the primary difference between the two. Although text advertising requires a manual process, it gives marketers total control over the content. When writing a text ad, only two descriptions and three headlines need to be completed.
While you cannot always count on seeing all three headlines and descriptions, you can be sure that the information will appear in the order you typed it.
The consumer will always see these two headings together when the ad is triggered, e.g., if you produce an advertisement with an address in headline one while a CTA visits that address in headline 2.
However, RSAs automatically organize the text ad in accordance with the search query. AI pulls roughly 2 or 3 headlines from your material to better align user-submitted search terms.
You may say the same about your descriptions. Even if this has advantages, it lessens some advertisers’ capacity to manage the content experience.
You cannot, for instance, anticipate how your headlines and descriptions will line up. Assume you are promoting a deal that is only available for a short period of time and will shortly expire.
You will need more than 30 characters to explain the offer and the need to participate. Some marketers would separate this information between their headlines or descriptions in a text ad, ensuring that one section always clarifies the offer while the other conveys the expiration date.
Using RSAs makes this much more challenging. You cannot guarantee that each advertisement will contain the right offer name and expiration date. You would have to condense all of that info into your four descriptions or reduce the variety of your headlines if you wanted it to appear consistently.
Overall, several factors may influence whether Google Ads will be “worth it” for you. We would venture that almost every business can get benefit from it in a certain way, but we will also like you to fully understand various components that really go into implementing, developing, and managing a successful strategy for Google Ads.