Are Google Ads Right for Your Business?
Google Ads is difficult to manage. It’s very easy to spend money and get nothing in return. So, how can your business avoid a wasted Google Ads budget?
At Bubble, one of the services we offer is setting up and monitoring Google Ads accounts for our clients and we’ve been doing this for a long time. We’re often approached by new clients asking if the spend is worth it and how to get the most out of their budget.
The answer to this is that it depends on a few things. We can’t give a definitive answer until we’ve done some research on your industry, your competition and talked about your budget expectations.
If you’re wondering if Google Ads is right for your business, then let’s schedule a consultation. We can take a look at predicted forecasts and help you come to a decision.
Is Google Ads Useful?
Yes and no
When properly set up with proper budget restrictions, specific keywords, targeted ads and a good maintenance plan, then yes, Google Ads is useful.
However, when set up with lose boundaries, broad keywords and no maintenance, then no, Google Ads will not be useful.
The main thing to remember when using Google Ads is that it is Google’s source of income. If you give them a budget, they will spend it for you. You must have the proper restrictions in place to ensure you’re hard-earned budget it’s getting washed down the drain.
How To Ensure Your Google Ads Budget Isn’t Wasted
There are several things that you can do to avoid wasted Google Ads budget.
Understand How the Budget is Calculated – Google asks you for a daily budget, but when it calculates usage of that budget is multiplies it by 30.3 and uses that number as a monthly budget. This is regardless of how many days you have it running for in a month. This usually means that the first couple of days of your campaign, the budget is overspent to try and generate clicks. Then it should settle down.
Use Specific Keywords – This is one that many users find hard. You need to be very specific with your keywords, especially if your keywords have multiple meanings. For Example a website selling solar panels and systems. Should use words such as “solar panels”, “solar panel systems” “solar PV systems” but should avoid “solar system” because this could be confused for people searching for information about our solar system (earth, stars, planets etc). Google is better now than it used to be at search term relevance so these aren’t as damaging to your budget as they would have been years ago, however, best to be specific and avoid the confusion.
Avoid Automation/ AI Campaigns – Because we work with Google Ads every day, we recommend avoiding the automated and AI campaigns completely if you can. They’re less specific, they’re harder to control, and it’s difficult to see where conversions have actually come from. If you have the time and the knowledge to monitor your Google Ads account, then you don’t need these types of campaigns. And if you don’t have the time or knowledge then we are here to help you!
Monitor, Monitor, Monitor – Google Ads is not a “set and forget” activity. For multiple reasons, you need to be checking in on your account regularly. Within the space of a week so much can change and you’ll be surprised how many clicks can still slip through the net. We log in to all of our client Google Ads accounts to check in on
- Current search queries (and remove any irrelevant ones)
- Keywords and click/impression distribution
- New Google Ads updates
- Recommendations and score optimisations
- Updating Ads and Assets
Successful Google Ads Accounts
The main things you need to ensure your Google Ads budget isn’t wasted are Time which many businesses owners or marketing managers unfortunately don’t have, and Expertise within the platform, which takes time to build. This is why so many clients come to us to successfully run their Google Ads accounts for them.
When you work with Bubble, we can help to ensure you’re Google Ads budget isn’t wasted. That you’re targeting the right keywords to bring in the right clients and your cash isn’t simply going down the drain. Contact us today to discuss how we can work together to make Google Ads work for you.