Have you pushed your startup away from using Google Ads until you become profitable? Please, start right NOW.
I’m sure most of you have at least heard of, or have seen a certain form of Google Adwords in your life before. Remember the ads you see when you search for something on Google? Or the ones you see as an image on the side of websites (Youtube, blogs, etc) like a banner? Those are the two main types of ads offered by Google: Search and Display Ads.
New startups, or individuals who’ve just launched their first product, tend to stay away from using ads of any form until later in their journey. I would partially agree with the idea, however not for Google Adwords. The faster you utilize this service, the quicker and better you’ll learn what works for your target audience, how you should operate your startup’s components, and lastly, if your idea is worth continuing moving forward. Of course, we shouldn’t forget the the extra leads that it could bring! The potential of this service far outweighs any other type of advertisements available out there.
Google Adwords is the ‘marketing brain’ of your startup
Why do I need those data from Google Adwords?
Analyzing performance based on the location
Just like how we commonly know that people in different parts of a nation act very differently, it also applies to how they see and feel when seeing various ads and products. If you are a startup that provides offerings to a wide variety of areas, you will have to divide your attention and costs greatly; not to mention, you don’t have the capacity to do so considering your startup is still new. In order to maximize efficiency, it is crucial for you to know which locations have the best results, so you can choose where to apply your most focus.
Finding what keywords work best for SEO (Search Engine Optimization)
Google Adwords allows you to set certain keywords that will show your ads when those terms are searched. These keywords will also be what you likely use to setup your homepage.
The process of optimizing these keywords and your homepage to make them stronger and show up higher on organic search results is called SEO.
It is usually told that it would take around 3 months – 1 year for you to be able to see results from your SEO keyword optimization. But what if you chose ineffective keywords? What if the terms you set did get many viewers, but no sales (signifying the gathering of many ‘unwanted’ clicks), or simply got no clicks at all? If other fixes don’t work, you may be left with no choice other than to change your keywords all over again, which means you wasted 3 – 12 months of building SEO.
Instead of going through this pain-staking process, you can figure out what keywords work best by using Google Adwords first, and then depending on the results, you can find out what terms you should focus on for SEO.
The ability to point out the vulnerabilities in your business
Using these ads, you may track how many people are coming from what route of access, and which ads result in most conversions.
Let’s say your startup seem to not be creating any sales/conversions. The issue usually lies in one of the following: the ad, the landing page, or the idea itself. Usually, the cause being the first two.
It will be far easier for you to test what the problem is, as you have all the data you need. If testing the ad phrases doesn’t change the result, it is likely the landing page.
Although I wouldn’t go too in-depth about this part, landing pages are the webpages that are made specifically to sell a certain ‘message’, and is separated from the homepage. It acts as the Sales of your web-business, as this will do most of the work convincing the viewer to buy your product. Once you figure out the problem, you can also try AB testing, sending viewers from the ads to different versions of your page for further optimization.
Please read the following articles I wrote to learn more about these topics:
Google Adwords is a type of advertisement called
PPC stands for Pay-Per-Click, which means that the ad fee is generated every time someone clicks the ad listing. This is another reason why Google Adwords is a great platform, as you will only be spending for the number of people that got interested in your product. However, this is also a reason why you should put great focus on decreasing unwanted visitors/individuals with less purchasing power.
How are Google Search and Display Ads Different?
As the photo on the right suggests, these are the ads you see when you search for something on the Google search tab. The following are the unique traits for using this form of Google Adwords:
- Satisfying the Search Intent – Targeting more towards people who are actively searching for something. Visitors know what they want, and is looking for an answer ASAP.
- Segmenting and Targeting – Able to specify to the smallest details of the kind of persona you hope to show your ads to.
- Competitive – Compared to display ads, far more number of profiles using this type of ad platform. This may also lead to higher costs to post ads.
- Lower Impression, Higher CVR – Much less impressions and clicks than display ads, however the visitors are of far higher ‘quality’ i.e much more likely to purchase.
- Copywriting – Needs great copywriting, as text is the only deciding factor for users to choose whether to click or not.
- Possibility of Misunderstood Visitors – Optimization for advertisement text highly required, to cut down on unwelcome visitors who may be looking for something else.
These ads are what you see as a form of images or short videos on various web sites. Have you ever seen photos of shoes or other products/services as a form of banner on blogs or even Youtube? Those are display ads. Here’s the unique traits of this form of Google Adwords:
- Search Intent Unavailable – Targeting users who have yet to realize their demand for the product/service. Purchasing power is much lower compared to search ads.
- Higher Reach – Ability to reach far more individuals with double to triple the impressions of search ads.
- Rich Media – Can create and use attractive designs to further enhance appeal.
- Branding– Has the power of branding (constantly showing your logo in numerous websites)
- Building Awareness – Can set to show ads to related/relevant websites, signifying the potential of users to build interest to your product.
- Lower CVR – As users have no ‘intent’, conversion rates tend to be low.
If you hope to learn how the ‘intent’ of users affect your marketing efforts and results, check the article below where I go in-depth on the topic.
Researching the ‘Search Intent’: Why it’s crucial for SEO Marketing
Not using this great marketing tool is a waste for any startup, with the numerous opportunities and potential it can bring to your company. Not only does it allow for you to learn about your customers, you can learn new parts of your own business that you never knew before. Through these data that you collect, you can optimize the other platforms that you use as well, such as SEO, SNS, landing page, and so on.
Whether you choose to use search or display ads (or both) depends on what you hope to accomplish and what kind of product you have, but I assure you, the data you collect will come in handy for the long-term. One last thing to note, do not give up on these in the first 1 – 3 months even if you are not experiencing the results you hoped. Google Adwords is built to be continuously improved over time with the information you gather, further optimizing for better results. The fruit will be delivered after you climb the first wall!