Hey everyone!
Jason here, digital marketing consultant and this Google ads tutorial for beginners, you're
going to learn what the heck Google ads are, how they work.
And most importantly, the top five reasons you might want to avoid them.
Like the plague, if you're looking for a viable solution for driving more traffic and sales
to your business.
So make sure you check out the timestamp table of contents in the description, along with
some other helpful videos, that will walk you through how to set up Google ads, if you
decide it's right for you.
So, before we get into those five big warnings, let's go and talk about what Google ads are
and how they actually work to drive, potentially drive more customers and sales, keyword being
potentially.
So, you have four different ad types.
You have search, you have display, you have video and you have app of course, app is all
about downloading mobile applications.
Video are ads that are displayed across YouTube and some search partners.
Google display ads are ones that show up in Gmail and across other websites.
And then of course the one we're going to be focusing on is search, which are the ads
that show up on the search results page.
So, here's how Google ads work for search.
Someone is looking to buy something.
So, they head over to Google and they type in whatever their question or query or product
they're looking for us.
And as an advertiser, you can say, “Hey, someone types that in, I want my ad to show
up.”
And is pretty much as complicated as it gets.
Of course, when we get to warning, number three, you're going to see that it can actually
get pretty convoluted pretty fast, but that's just a basic overview.
Someone goes to Google because they're looking for something you say, “Hey, when someone
is looking for this, then show my ad” And then you have the opportunity for them to
click on your ad, which is when you pay and then they go to your website, or if they're
doing it on their phone, they can click and directly call you, if you're doing call ads.
I won't get into the different types of ads you can do on search, but that's just a general
overview of how search ads work.
So why would you not want to do these right?
Because there's a lot of reasons why you might want to do these, because it's a great opportunity
to get in front of people who are actively looking for your product or service, but here's
the big downside.
Other businesses have already figured out that they can find customers on Google, which
means prices are high.
And they're going to continue to go up as more and more businesses, jump on the Google
advertising train.
So here's the thing, unless you're going to spend at least $1,500 a month for the next
three to four months, Google search ads is not a good solution for you.
Now, this doesn't mean at minimum, you have to spend 1500 in order to be successful.
It's just a good rule of thumb or bar to look out because your first two to three months,
you're probably not going to see a great return, if any, because you it's just a time to learn
and test.
So if you have a tight marketing budget and you're trying to figure out where can I immediately
spend some money and actually start seeing some results back, because you don't have
any time to test, then Google ads really isn't the place for you.
Google ads is a proven platform, but it's an expensive platform, especially if you're
just joining because there are a lot of PPC nerds or pay-per-click nerds, that’s what
PPC stands for, who do Google ads day in and day out.
And it's just not reasonable as a beginner to think that you can jump on the platform
and be successful and compete with those people who pretty much do it every single day.
Now the second big reason you might not want to do Google ads, is if you have a long lead
time.
Google ads are great where local services-based businesses, because you can target by geolocation
like a city or a zip code or a state.
And then if you're selling products online via eCommerce store, you can have your product
listing show up exactly when someone's looking for the exact product that you have, which
is awesome.
But, if you're in a niche or industry or you have a service where it takes a longer period
of time to educate your potential prospect and warm them up to the idea of doing business
with you, then Google ads probably isn't the best place to spend your advertising dollars
because Google ads is great for people who are actively looking to buy right now, it's
not necessarily always an impulse buy, but it's an easy way to think of Google ads as
an impulse buy versus trying to warm people up and bring them into a prolonged sales process.
Now, the third reason Google ads might not be for you, is if you're not a type a OCD
personality.
So, in the beginning of this tutorial video, I talked about how search ads work, right?
Someone type something in and you say, “Hey, when they type that in, I want my to show
up”.
Well, the problem is via something called match types, which we won't get convoluted
and get into.
Essentially, you can tell Google how strict you want to be with what someone is typing
in.
And part of the problem is unless you know exactly what people are typing in, you're
going to spend a lot of money, figuring out which search phrases actually produce the
results that you want, meaning customers.
And then also, number two, it's really hard to know what keywords are actually working,
if you're not super OCD, because Google will show your ad pretty much any time, it is remotely
possible to show your ad.
And this just goes into Google's business model, right?
The more they show your ad and the more it gets clicked, the more they make money, but
they don't make money necessarily by sending you the most qualified traffic, which means
you can get a lot of unqualified traffic from Google search ads.
Now I almost didn't include this because I know there's going to be some people in the
comments who say, “Well, that's really the advertiser's fault”.
And that's true to an extent, but when you're just getting started, you're not going to
know which key words are going to be good and going to be bad, or which keywords are
going to give you a bunch of unqualified people hitting your website, who are just lookie-loo,
right?
And so you're going to get a lot of unqualified traffic.
And even after a few months, you could possibly still be paying for unqualified traffic.
So that's a big downside.
And that's why in number one, I talk about needing a significant budget and stomach to
continue to spend that amount of money, while you try and filter out all those unqualified
people.
Now the fourth big warning I have for you here, a reason you don't want to use Google
ads is, if you're going to just rely on Google setting it up for you.
Now, there's going to be some pushback on this.
But when it comes to Google ads reps, they really aren't experts, when it comes to setting
up your account.
Just as an example, not necessarily a brag, we had a client who spent over 14 K over six
months and in just two weeks of reworking his account and $750, we cut his cost per
click by half and he got more leads off that $750, than he did in spending 14 K and six
months.
And this is something we see as a digital agency over and over and over and over again
to the point where, I just can't in good conscious say that you can trust a Google ad rep to
help you set up your account.
And you have to think of it this way too.
You're working with a company that's incentivized to have you spend more money and pay more
per click set up your account.
So, there's just an inherent conflict of interest.
And by the way, the Google ad reps that agencies have access to, and you have access to as
an individual are two very different sets of people.
So, if you're working with an agency and they say they have a Google ads rep, that doesn't
necessarily mean it's a bad thing.
Those Google ad reps are very different.
The ones that work with agencies who spend hundreds of thousands of dollars a month,
we get to talk to very different people than individuals, who are just spending a few thousand
a month.
Now the final one, number five is, it's definitively answer the question; is Google ads, a scam?
And the answer is no.
There is a lot of hate thrown at Google ads out there for a variety of reasons.
Many that we've talked about.
Number one, budget, Google ads will just burn your budget, like no other, right?
You're going to get a lot of unqualified people in the beginning.
If you're not careful and turning off your campaigns at the right time, Google would
continue to spend your ad budget.
And they're very unforgiving when it comes to a runaway ad spend, they're also extremely
strict when it comes to the types of ads that run.
And so you can set up an account on Monday, and get a warning on Tuesday and be completely
banned from the platform on Wednesday.
They just don't care about the individual advertiser and suspensions and banning go
on across the board for a variety of reasons.
However, when it comes down to the relationship between advertisers and Google and the breakup
and saying, “Oh, it's not you it's me”.
Well, 9.9 out of 10 times, it's not Google.
It's the advertiser.
And so, Google isn't a scam.
Google ads are not a scam, but you do have to be so, so on top things in order to make
sure that you don't lose a lot of money, because at the end of the day, Google has no responsibility
for whether or not your ads perform well, for whether or not you get any sales or leads
out of your ads.
And really they don't care because their service is simple.
They provide you an opportunity, to get in front of potential customers.
And that's it, it's up to you as the advertiser to figure out the rest.
And I strongly, strongly recommend you check out the links in the description to in-depth
Google ads, tutorial videos that will help you get set up on the right track and curtail
a lot of that wasted ad spend or the stupid tax that a lot of new Google advertisers wind
up paying.
So, I hope you found this video helpful and just a bunch of cautions as you get started
with Google ads, or you might decide, “Hey, you know what?
I don't really want to deal with all that.
I don't want it to do Google ads”, YouTube ads and Facebook ads are two other very viable
platforms, that are significantly cheaper and give you a lot more flexibility in terms
of testing because you're $1,500 or $2,000 is going to go a lot further on those platforms.
So let me know in the comments section below, if you have any questions about running Google
ads or if you've had any problems or successes with Google ads, because your experience is
going to help other business owners figure out whether or not Google ads is right for
them, make sure you hit that like button and subscribe for more in depth tutorials and
walk through videos, just like this one.
And until the next one, keep building the business you love.