In the last few months, the world seemed to have slowed down, if not entirely put to a stop. Borders and establishments were closed, people were contained, and lockdowns were implemented causing some businesses to shut down and permanently cease operations.
The outbreak of Covid-19 has forced us to see things on a different aspect and quickly adapt to the changes the pandemic has bring forth. As marketers and business owners, we often ask "how permanent are these changes and how do I keep the business afloat despite them?".
If you were to take things on a more optimistic light, the pandemic has given us a gift: the evolution of digital marketing. Nowadays, you can see people practically stuck to their laptops, tablets, and phones browsing almost 24/7. Meaning, this is an opportunity for us to sell to them and we definitely should take advantage of it—through ads.
If you're a business owner who is currently running Facebook Ads, then investing on Google ads might be a game-changer for you! Here are 5 good reasons why you should put your money on a Google Ads basket:
1. The traffic is ready for you.
These days, "Google it" has become one of our common routine when we are trying to search for answers. Most often than not, people who are searching for services on Google are practically the ones who are "ready to buy" or "already close to buying".
To compare it with Facebook ads, a user comes across your shampoo ad, stops to read, maybe clicks the ad to know more, and saves it for later should she need a different shampoo next month or next year. But that doesn't mean that it's a waste of ad spent.
With Google ads, a user will first have to search for the "best shampoo for dry hair" or anything of that sort before your ad pops up on her screen. She then clicks it, thinks it's a good shampoo, adds the product to her cart, and BAM! Ka-ching, ka-ching! You got to close a sale on a significantly shorter period of time.
Timing is the best thing Google Ads can offer that no other advertising platform can. With Google, your ads will be pushed out to the right people at the right moment.
2. You get what you pay for.
Unlike Facebook, Google charges you for the number of clicks your ad incurred instead of the number of times it was shown on users' screens. This is definitely a bang for your buck because you do not necessarily have to pay for people who see your ads and don't click them.
Although the average cost-per-click on Google may be a little higher than on Facebook, you can be reassured that you are getting quality and strategic clicks. With more quality clicks, come more quality leads, and more sales eventually.
3. You have COMPLETE control over your ads.
I am not exaggerating on this, but yes, hats off to Google for giving advertisers the total freedom to plan and play with their ads. With Google Ads, you'll get the liberty of bidding on your desired keywords, with your desired budget, and your desired placements. How does it work? Simple.
Once you set up a campaign with Google, you can choose the keywords and maximum cost-per-action (CPA) that you think will best push out your ads to the right people at the right time. For example, I only chose the keywords "best shampoo for dry hair" and "dandruff shampoo" for my ads with a maximum CPA of $5.
Google will then start pushing out my ads only to the people who are searching for the keywords I have placed a bid on. What if there is competition? Let's say there is another shampoo brand bidding on the same keywords with a max. $3 CPA. Of course, my ads will be pushed out first since I bid $2 higher than them. Do I have to pay $5 then? No. Google will only charge me $3 for each click since I outbid my competitors at a maximum of $3 CPA.
4. You are in for a BIGGER competition.
You may think that this is a disadvantage, eh? Well, I guess that depends on your preference of seeing things. Any starting business have dreamt of being side-by-side and in competition with bigger and more well-known brands, right? Google can make that dream come true!
With Google, you will have the opportunity to work your way to make it to your competition's placement ranks or even better them at it with just the right keywords and strategic budget.
Unlike in SEO, it can take months or even years to get your business rank high in Google. On the other hand, Google Ads can make your business #1 within hours with just the perfect keyword and budget combo!
5. It complements and boosts your other marketing efforts.
As a business owner or an advertiser, you may now be thinking of investing on Google Ads and completely putting your other digital ads to a stop. DO NOT DO IT! That would be a total mess and a marketing sabotage!
Facebook and Google ads work best when they are done together. One important strategy that may help boost the performance of your ads is build brand awareness with Facebook and close deals with Google.
Simply put, when users see your ad on Facebook, they will somehow have an interest in your offer but still do not know what your brand is about. The next thing they would want to do is conduct a little research on Google and that paves the way for you to convince your warm audience to buy or take action.
The key here is coherence. When a same offer or message is conveyed across different channels, taking action is going to be more likely and closing deals will be much easier. That way when someone sees your Google ad after seeing your Facebook ad, they will know what to do and where to click.
In closing, the uncertainty of the future for marketing is understandable. Collaborative efforts on different marketing platforms could either be your business' holy grail or not, depending on how you see it and work your way around it.
But one this is for sure, this too shall pass and as marketers, with every crisis comes an opportunity waiting to be taken.
If you'd like to know more about Google Ads and other marketing strategies, you may follow CPC Ninja on Facebook. If you're interested in getting an agency that could help you get better ad results, shoot us a message.