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Overcoming Resistance to Google Ads Marketing.

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Not for the faint-hearted and without doubt it takes time to master it, but Google Ads is still one of the most financially rewarding digital marketing tools available. Despite this many businesses avoid it, and the excuses quoted are the same ones every time. 

Banish Your Adwords Excuses And Get Results

Probably the biggest misconceptions are:

1)“We tried it and it doesn’t work”

2) “It’s like gambling – the house always wins”

3) “It’s only for big players with deep pockets”

Like most myths and misconceptions there is a little bit of truth in these statements but fundamentally there are hundreds of thousands of businesses worldwide proving these platitudes wrong on a daily basis. Having said that it's certainly not surprising they exist.

For the uninitiated, Google Ads can seem incredibly complex and confusing, and if you try to understand every metric, and setting then no one can argue that it's not. 

If we use an analogy of cycling, a cheap bicycle with an inexperienced rider can manage a 10-mile trip slower than a Tour de France professional but both cyclists get to the same destination. So where do we start? How do we choose the bike, and set off on our first ride.

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“The agency has a committed, innovative, knowledgeable and responsive team who worked closely with us and really do care about results.

Ricky Isibor – IDT Express

The first step to getting rid of your excuses is to define your Google Ads goals for your business using the SMART Principle. In other words, make sure your goals are Specific, Measurable, Achievable, Realistic, and Time-Bound. This will immediately improve your outcomes.

Banish Your Adwords Excuses And Get Results

The first step to getting rid of your excuses is to define your AdWords goals for your business using the SMART Principle. In other words, make sure your goals are Specific, Measurable, Achievable, Realistic and Time Bound. This will immediately improve your outcomes by helping you distinguish between genuine problems and excuses.

By doing this before anything else, you’ll be able to set and stick to a budget, target the correct location, manage network preferences, understand click costs and ad ranking and schedule advertising. You’ll better understand what the needs are in the group you are targeting, what you want them to purchase from you, starting when and using what style and type of communication.

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Once you have created a SMART goal, your second step is to understand what goals are directly linked to which specific outcomes in the Google Ads platform. For example, if you want to increase brand awareness you need to increase ad impressions. If you wish to drive engagement you would need to look at whether or not customers have clicked on your ads to view your offer, how long they spend on a landing page, and how they interact with the content – play videos, download PDFs, scroll, and so on. 

Banish Your Adwords Excuses And Get Results

Knowing what you want to achieve and how you can measure it will make all the difference in gauging the success of your advertising. With these metrics defined clearly a process of optimisation begins. This involves figuring out what is working, and what isn't.

When you’re armed with the right data, you can make good decisions.

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