"Google Ads are dying." (Eyeroll.)
"Google Ads are too expensive." (Until they're not.)
We’ve heard it time and time again, over and over.
Thinking of stopping your Google Ads campaigns and putting that money to use elsewhere?
Twitter, Instagram, Snap, LinkedIn? Pay to play.
Facebook ads? CPMs are more gut wrenching than your Kale juice cleanse.
Meanwhile, Google Ads costs have remained virtually unchanged in years while average performance metrics continually rise.
That’s increased conversions without paying to reach your own followers.
It’s the perfect time to double down on your Google Ads campaigns. Here are seven concrete reasons why.
1. Everything is Pay to Play Now
Social is pretty compelling when it comes to reaching your target market online.
You build up a loyal following and you can send messages to them for free, forever!
Well, so we thought.
All of those like and follow campaigns we all ran were basically for nothing.
Social isn’t free to play anymore, and we all know it.
Organic reach on just about every platform is in the toilet. It should come as no surprise to see that 2018 organic reach on Facebook is half of what it was in 2017.
What about organic reach on Twitter and Instagram? Declining, too.
With every major platform that helps you reach users becoming pay to play, Google Ads (AdWords) is a fantastic place to be.
You don’t need high budgets or elaborate campaigns to see instant results.
And by being on Google Ads, you aren’t missing out on free marketing to your current audience since organic reach rates are practically nothing.
Even simple ad campaigns that take minutes to create on Google Ads can generate profits. No elaborate sales funnel with several concurrent campaigns required.
On the bright side, you only pay for results and can easily track success.
Google Ads are often bashed for being complex, but they’ve recently released dozens of new features to help speed up the process.
For instance, like their new “Ad strength” tool that helps you automate and optimize ad text in responsive search campaigns.
Say goodbye to laboring hours and hours over ad copywriting, trying to find the perfect words without simply plagiarizing the competition.
Now, you simply write a few ads and let Google handle the legwork.
Everything is pay to play now, whether we like it or not. But Google Ads are also becoming increasingly simple, easy, and optimizable, making it one of the fastest ways to reach new customer segments.
There is simply no reason to think of leaving Google Ads for free advertising organically on social. But rather, you should start thinking of doubling down.
Need more reasons? I’ve got you covered.
2. Google Ads Have Intent. Social Doesn’t.
Google search ads revolve around specific, niche keyword searches that generate clicks and subsequent purchases or leads.
PPC can be a dominant factor in driving B2B leads.
People are specifically giving away clues of what they want within a search and ad click sequence.
Minor details and differences in keywords can relate to major fundamental expectations for the searcher, and all of these minor details are chances for your brand and business to deliver.
The great part about it? You know what they want already, so you don’t have to prime them.
There’s no need to funnel them down a rabbit hole for the next month.
You don’t have to wait 7-13+ touches for them to give you information.
Instead, you’re skipping the line at the deli and collecting $100 when you pass Go.
Google ads leverage intent. If someone is searching for a “mechanic near me,” chances are your landing page with good calls to action, social proof, and a killer deal are going to land their business.
Not six months from now. But now. They don’t have weeks and months to analyze options.
In fact, they probably already have.
The beauty of Google Ads is that different keywords easily signify funnel stage.
Maybe that searcher was looking for “how to DIY fix my clutch” and couldn’t find answers for a month. So now, you capitalize on their funnel stage without paying for multiple ads like you would on social.
On social, people aren’t there searching for products and services. You’ve generally got no idea what funnel stage they are in.
Meaning you have to warm them up with awareness ads, then lead ads, then remarketing, then maybe (just maybe) you can close the deal.
You have a higher likelihood of delivering ads at the wrong stage on social due to ambiguity.
Instead, double down on Google Ads because you know what stage a searcher is in and exactly what content to deliver.
If it didn’t work, it’s not likely a big audience mismatch that can happen on other PPC platforms. It’s a problem with your offer or landing page.
3. On-going Campaign Maintenance Is a Breeze With Rules and Scripts Google AdWords.
That simple two-word phrase can invoke living, breathing nightmares for some.
Just a few years ago, AdWords was truly a nightmare to run if you were doing any sort of advertising at scale.
Running a single campaign with a few ad groups was fine, but creating unique keyword landing pages for each SKAG in a dozen campaigns?
Writing new ads for all of those SKAGs too?
That could send any sane human off the deep end.
But in the last few years, Google has delivered some impressive features and updates that make campaign maintenance a breeze.
In fact, you can automate almost anything now.
On top of the ad strength tool I showed you earlier, Google keeps improving and adding features to their scripts and rules.
If you aren’t familiar, scripts and rules are essentially different ways you can automate changes to your account based on account performance.
For instance, let’s say that you cost per acquisition range for breaking even was $45. Anything higher than a $45 CPA and you’re not profitable.
Checking your account daily to make sure that CPAs aren’t inflated is annoying. Conversely, what if CPAs are at record lows and you aren’t there to catch it? You’ve missed out on a critical opportunity to increase your spend and capitalize.
Instead, set a rule that can do it for you without ever touching a single tab:
This automated rule says:
Increase my daily budget by 25% (while maintaining a maximum of $500) if my CPA is less than $45.
It’s that easy. You can run automated rules for almost any metric giving you the freedom to customize.
Want more automation? Get emails sent to you if any of your metrics shift by enabling them in the rules section:
Next time you login to Google Ads, you’ll know right where to look to solve the issue rather than spending hours sifting through campaigns for red flags.
4. Double Down to Keep Dominating Branded SERPs
What do you see when you search for your own brand or a company?
Ahh, isn’t that a nice sight? You’ve got social, organic, paid, and knowledge graph information.
Bidding on your own branded terms seems like a farce, but it has huge benefits:
- It’s dirt cheap to drive a sale and most will click on your organic results anyways
- It allows you to control the message of your brand and therefore build your brand
- You can ward off competitors trying to leach your leads
Don’t believe me? Take a look at this branded search and tell me that it isn’t a good idea to bid on your own terms:
That’s two competitors bidding on “Buffer,” that are also using better ad extensions to get a better CTR.
Chances are they’ve stolen a few clicks and sales.
With Google being the #1 search engine, doubling down and bidding on your branded terms is key to keep competitors away and keep your message consistent.
5. Mobile Ad Varieties Are Diverse and Effective
Mobile traffic is king. Sorry, desktop.
Mobile is everything right now, from the mobile-first index to mobile ads and paving the way for a mobile future.
Facebook and social media used to be the king of seamless mobile advertising.
It’s why many flock to Facebook and Instagram for advertising.
You have messenger ads that can drive great conversational marketing campaigns.
Or lead ads that collect information with ease.
But they aren’t the only ones pumping out great mobile ad types anymore.
Google has some amazingly revamped mobile advertising options to perfectly compliment your other advertising endeavours.
For instance, call-only ads that generate 50% conversion rates.
Or use ad extensions to perfectly fit mobile pain points:
Using ad extensions on mobile breaks the traditional mold of clunky, hard-to-use websites that cause bounce rates to skyrocket.
Sitelinks help mobile browsers find the link they want before clicking your site, preventing pesky navigation issues if you site isn’t mobile-first in design.
Mobile ads are dominating on Google and can be a great way to compliment your social ads.
Double down on them ASAP.
6. Average Ad CTR Is Increasing Fast (and Costs Are Almost Stagnant)
Facebook CPMs (and costs in general) are on the rise.
According to the latest data from MarketingLand, Facebook CPMs have been climbing each year.
And unfortunately for advertisers, that trends is steadily pointing up and to the right, which for this case isn’t a good thing.
On top of that, Facebook CPCs rose 136% in 2017.
With that being said, you would likely expect a positive correlation to performance, right?
As in: if costs are increasing, it’s likely that performance and demand are booming. I should double down, right?
Facebook CTR has remained absolutely flat in all industries, signaling no trends of upward performance.
Meanwhile, new data on Google advertising shows that CTR is climbing fast, with average CTR across all industries being 3.17%.
WordStream reported that average CPCs for AdWords were $2.69 for search ads and $0.63 for display ads, noting that:
“These average costs have increased very little over the figures we found a couple of years ago (when the averages were $2.32 and $0.58 respectively).”
Over the course of multiple years the costs on Google haven’t changed much, but the performance has only increased.
On Facebook, the performance is stagnant yet costs have exploded over 100%.
If you were on the fence about AdWords, consider the fact that you can get more bang for your buck on it.
7. New Campaign Creation is Easy (Piggyback on Your Competition)
Starting a new campaign on Google Ads isn’t always fun or easy.
It’s usually time consuming and consists of loads of trial and error.
You test a new strategy and wait to see the results. Then you continually tweak and tweak until you’ve “perfected” the campaign, for now.
This same old process of new campaign creation is enough to drive people away from Google Ads.
But there is an easier way: get insight by looking at your competitor campaigns to see what works and what doesn’t.
Then you can double down on effective campaigns without spending the weeks or months of research and development.
Meaning you save money in labor and time, too.
Using the AdWords Advisor tool, I can plug a competitor website directly into the tool and generate a curated list of top keyword buys for my next campaign.
Combine that with some previous ad history data and I’ve got a compelling value proposition without any work.
Creating new campaigns doesn’t have to be hard. When it comes to Google ads, piggybacking on your competition can give you insight into what works and what flops so that you don’t have to make their same mistakes or spend weeks testing ad types.
Google Ads are far from dead, while organic reach of other platforms is skating on thin ice.
Finding outlets to reach your customers is getting more expensive and difficult by the minute.
While Google Ads used to be a nightmare to run and maintain, new features and a continuous, serious focus on automation and optimization have given it new life.
It’s easier than ever to generate bigger results on Google Ads. With intent, scripts and rules, branded search, and mobile ad varieties, you simply can’t go wrong.
Augment your current budget or spend and dedicate more time and money to Google Ads.
Double down on Google Ads and skip the pay to play nonsense of social, or to simply enhance your PPC performance overall.
Want big wins? Start pumping your budget into Google Ads and leave slow converting social ad funnels behind.