Google Ads Basics from a Paid Media Expert

10 March, 2023

9 mins read

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So, you’re considering starting Google Ads for your business, but you’ve heard they can be expensive.

To help shed some light on why this is the case, we spoke to Lead Paid Media Expert, Michael Collins.

In this guide, you’ll find everything you need to know when starting up Google Ads for your business, including how to get the most value for your money.

Top 4 Tips for Google Ads Beginners

1. Understand the difference between SEM & SEO.

Firstly, you want to make note of the difference between Search Engine Marketing (SEM) and Search Engine Optimisation (SEO).

SEM is your paid presence at the top of the search engine results page, while SEO focuses on making your website more noticeable to Google through your unpaid presence.

While SEO is a long-term strategy where results are gradually increased overtime, SEM can help businesses compete right away. So, using both strategies together for different purposes can be beneficial.

“If you want to get something up and running quickly, then running with paid ads while you’re doing SEO in the background can be a great way to start competing from the get-go.”

Lead paid media expert Michael Collins

Paid ads let you reach your ideal customer at the moment they need you most, increasing conversion opportunities.

This is what Google Ads does for your business — it lets you put your business where people are searching for what you do, when they’re searching for what you do.

So, if you create campaigns on Google correctly, you can start generating leads and receiving website traffic from pretty much the first day.

2. Ensure your website is aligned with your Google Ads.

Not only do you need a good website, but you need a website aligned with what you are currently advertising.

You don’t want to advertise a service or promotion, only to send people to your website where you’re not backing that up.

“Don’t let your ads write cheques your website can’t cash,” is a saying Michael and his team stand by.

Ensuring your website covers everything you want to advertise in your ads is definitely something to keep in mind when starting up Google Ads for your business.

3. Set the right budget for your business.

The cost of Google Ads can be intimidating for a small business.

However, Michael notes, “Realistically, businesses can start with any budget they want.”

It’s important to consider what outcomes you’re expecting as a result of your campaign. This will determine the amount of money you will realistically have to spend to achieve those outcomes and make visible impact on your business.

“With the right strategy, Google Ads can be like a magic ATM machine, where businesses put in $1.00 and get $3.00 in return. The question then becomes how much businesses are willing to invest in that ATM machine.”

Lead paid media expert Michael Collins

Michael also explained there are a lot of hurdles for business owners to run their own Google Ads as it is not the most forgiving platform.

He warned, “If you’re not careful, you can spend a lot of money very quickly with very limited return.”

Feel free to contact Localsearch if you have any questions or queries regarding paid advertising, we are happy to point you in the right direction.

4. Follow up with reporting feedback.

Google Ads is relatively expensive compared to other advertising types due to its transparency and reporting capabilities.

If your business invests in Google Ads, you can see what impact your advertising is having through reporting feedback, such as recorded phone calls.

You can then review the cost of the click that resulted in the call your business received to assess what you are spending to attract leads.

Michael explained, “Google Ads are so expensive because when a $20 click is going to bring back a $300 job, businesses are willing to pay $20 a click.”

This transparency allows businesses to see how much they are spending, versus what they are getting in return. However, this also means competitors can see the value of Google Ads and are willing to pay top dollar for clicks that bring in revenue.

Overall, Google Ads can be a powerful tool for businesses if used effectively. The transparency and reporting allow businesses to see the value of their investment, and the ability to start with any budget enables businesses to control their spending.

Looking to start Google Ads for your business?

If you are interested in starting Google Ads for your business or even just looking for more information on the topic, feel free to contact Localsearch today.

To find out more, you could also listen to our full podcast episode, “How much do Google Ads really cost” with Michael Collins.


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