Myth(s) Busted: Common Google Ads Myths Explained
At some point in time, we have all heard about MythBusters, the popular television show which featured Jamie Hyneman and Adam Savage who spent the episode “busting myths” based on scientific data, information, and practices (and often with impressive explosions).
Well, when it comes to myths that need to be busted or disproved, there are several regarding Google Ads that your digital marketing agency would love to dispel in order to convince you that they are definitely worth the spend. So, if you are having a hard time believing that you should invest in this marketing strategy, keep reading below for some common Google Ads myth-busting.
Google Ads Cost Too Much Money
Okay, so the truth here is that Google Ads do cost money, but they are only expensive if they are not done properly. It is important to remember, too, that almost all marketing channels cost money but they only become something that is not worthwhile if you are not using them correctly or if you have not allocated enough money to the right places.
If you have not taken the time to learn how to correctly use Google Ads, or if you have simply allowed it to continue running on autopilot, this is likely why you are spending so much on it. It is time-consuming to have to learn all of this yourself, which is why you should invest in a digital marketing agency who can manage your account and use best practices to garner actionable results.
Nobody Clicks on Ads
This is one of the easiest myths to bust because it is simply not true. A recent survey showed that up to 49 percent of participants clicked on ads because the ads were relevant and answered their queries the best. Many of these same participants were unaware that they were clicking on ads, which further disproves the myth.
One of the major reasons why people do not realise they are clicking on an ad is because Google has transformed the appearance of advertisements, from being one which was intrusive and overt to one which is more subtle and enticing. Users are more likely to click on ads because they are relevant to their search queries and intent.
My Current Seo Tactics Are Good Enough
Now, there is nothing wrong with wanting to improve your organic search results, but organic search engine optimisation (SEO) cannot be used alone if you want a good return on investment (ROI) and increased profitability. Combining SEO with Google Ads will yield better results and you will see an increase in brand clicks form bidding on keywords rather than relying on SEO alone.
You should be bidding on your own brand keywords, because your competitors are doing the same. Organic search tactics, such as writing blogs or articles, can take a significant amount of time to rank on Google. Search queries with commercial intent, such as making a purchase, will show very different results to informational searches, and your organic SEO efforts may not be seen if they rank low on the page.
My Competitors Will Click on My Ads to Waste My Money
Click fraud is a valid concern of many businesses, but Google has put unique technologies in place to prevent this from happening. Click fraud is when a person or computer program is used to register clicks on a PPC advertisement in order to cost the advertiser money. Fortunately, search engines have found ways to prevent this from happening.
Google tracks the location of the suspicious IP addresses that are clicking on advertisements and also looks at the click pattern behaviour. The reports that Google AdWords provides are highly in-depth and any suspicious or malicious behaviour can quickly be discovered. For example, if you notice that there is a large volume of clicks from a geographical area that you are not targeting, you can contact Google directly to be reimbursed and for an investigation.
Keywords and Bids Are Enough
You might think that simply choosing the right keywords and entering your bid are all that are necessary for a successful Google Ads campaign, but there is one item that is missing from this list: a customised landing page for the campaign.
Think about it from a consumer’s point of view: if they were to click on an advertisement for shoes but land on a page that shows them your new range of t-shirts, they will be confused and will simply click away from the page. Having a tailored landing page will help to improve user experience and your SEO efforts.
Now that you understand that the common myths surrounding Google Ads, you will be able to see the value of the service. If you are working with a digital marketing agency in Cape Town be sure to ask about their Google Ads offerings. It is not an expensive service, and users will click on your ads and garner you more traffic if the ads are at the top of the search results page.
If you realise that your current Google Ad tactics are not working well enough for you, contact NetMechanic today and see how we can grow your business.