There are a ton of businesses out there who say Google Ads doesn’t work. They say it doesn’t work for their business. There were so many other people out there who tell me that there are so many things wrong with the platform that they can’t get success. In this video I’m going to break down the five most common Google Ads myths that I always hear from different business owners and I’m going to completely and utterly dispel them coming up.
Hey, there marketers, my name is Darren Taylor of thebigmarketer.co.uk and my job is to teach you all about search engine marketing. If that’s up your street, you should consider subscribing to my channel. Today, we’re looking at the biggest myths out there when it comes to Google Ads. A lot of people have been telling me that it doesn’t work and there are so many reasons why. Let’s get into it and break down the five biggest myths when it comes to Google Ads.
The first one is a bit of a strange one because it doesn’t make any sense. That is a lot of people assume nobody clicks the Google Ad listings on the search results page. Of course, you know and I know that simply isn’t true. However, what I will say is that there is some small amount of truth to that statement. Obviously when you look at the Google’s search results page there are ads and people would do indeed click the ads. That part is obvious.
However, what’s not so obvious is that the ratio of clicks for organic search results versus the page search results on the search results page is very different. On average, more people click the organic search results. That is a fact. Although I’m a massive advocate for PPC, it’s still a fact that organic search gets the lion’s share of the clicks on the search results page. What does that even mean for businesses?
It doesn’t mean you stop doing PPC because even though PPC gets a smaller share of the clicks, getting any share of clicks for highly commercial terms that will do well for your business if somebody was to click an advert is worthwhile doing. You need to do it. Even though organic search results get more of the clicks, don’t ignore the portion of the clicks that go to pay search because you’re going to benefit from that traffic and there’s no reason not to do Google Ads because there is less traffic than on the organic results.
Myth number two that I always hear so often these days is that people say Google Ads doesn’t work. Now, that is a crazy statement to make because of course, Google Ads does work and it works very well and it’s very, very effective at driving consistently to a business with high quality traffic, but the traffic quality from Google Ads is only as good as you make it.
I recently did a video about this. In fact, I went into great detail the main reasons people say Google Ads campaigns don’t work and the five main reasons Google Ads campaigns fail. Of the back of that work and that video, I really understand now the biggest problem people have and the reason people say that is because they have poor traffic quality, they don’t understand how to use the Google Ads platform to the best of their ability, maybe they don’t have the ability in the first instance to get the most from it. More important than that, the thing they can control even more than their knowledge Google Ads is having bad websites.
If your website’s poor, and it doesn’t convert, and it’s not going to turn traffic into paying customers or leads, then what is even the point in doing Google Ads? You’re going to definitely be throwing money in the bin. Make sure your website is set up to convert. In fact, I did a whole conversion rate optimization walkthrough on another video in my channel and that will detail to you the things you need to look for to make sure when people land on your website they know what to do and that they convert into paying customers.
Myth number three that I often hear is that people think they need to be in position one and I can’t think of any other reason people would think that beyond vanity. Just the thought of their competitors going to Google, typing in a search, and then they show at the top. They think, “Yes, my competitors can see I’m at the top, I dominate the niche and that’s me.” That’s completely wrong being in position one for vanity is a very, very easy way to waste your money just to try and think you look good. In reality, what you need to do is optimize your bids. Make sure that if you do need maximum visibility for key words because they’re generating a ton of leads and business for you, then you bid on those key words and make sure it’s profitable from an ROI perspective. \
If there are other key words in the account that are moderately positive and moderately profitable, and you don’t want to bid maximum amounts on them because if you show in position three or four and get a lower cost per click, then it builds up the overall picture of your average ROI. There’ll be some keywords in there that converts to higher and lower rates. You need to make you optimize your bids and don’t worry about keywords that aren’t showing in the top position. If your ROI is positive, it doesn’t matter.
Myth number four and much like myth number one, there is an element of truth to it. That is people often assume that all that happens on Google is competitors click your ads. If you’re in particular niche, you think you’re going to be on the search results page, and then customers will do a search and click your ads which is what’s meant to happen. But what a lot of advertisers think happens is that competitors within their niche go on to Google type in their key words and click their adverts wasting their budget meaning they’ve got no money to advertise for real customers. Now, this isn’t true. However, there is an element of that going on, but let me explain.
There is such a thing as click fraud and Google does account for this on its reporting. It understands there are certain situations or certain scenarios where people are clicking your ads fraudulently. It tries to counter act that not very well in my opinion, but it does actually happen within Google. Google actually acknowledge that this is a thing. Even though I said it’s a myth, it does actually happen, but how big a problem is it? In my opinion, it’s a minute problem. It’s absolutely pointless worrying about that because do you know why? Your competitors are not busy clicking your ads. Your competitors are trying to run their business.
In 2018 going into 2019, running a business at this time of the year and this time in our lifetimes is very difficult. There’s a lot of challenges out there. To think your competitors are spending all of their time and resources clicking your text ads is nonsense. At the end of the day, they’re trying to run a business, you’re trying to run a business and the problem of click fraud and people clicking your ads is minute. As long as your ROI is positive, even if there is an element of people clicking your ads, which is quite rare, then either way it doesn’t matter because you are still profitable on Google Ads.
The final myth I often hear about is that people, generally speaking, business owners who don’t have any experience on Google Ads think they can run it themselves to a high level and make it profitable without either investing time in learning the platform or speaking to a consultant, or an agency, or hiring somebody in-house to help manage their ads. If you’re going to fit or install a new kitchen into your house, you wouldn’t do it yourself if you never so much as pick up a drill in your entire life. But for some reason a lot of people think they can just jump into AdWords, go into Google Ads and think, “Yes, I’m going to set a campaign at myself and do it all myself and I expect it to be profitable.”
That’s just ridiculous because it’s a very complex tool. It’s got quite a steep learning curve. If you’re not learning about it and growing your knowledge in the area then you can’t expect your campaigns to be profitable. The biggest myth I think is this one, number five, is that people think you can just start running a Google Ads campaign without any issue whatsoever if you got no experience.
Do one of three things. Learn about it yourself and I mean actually take time to learn about the platform and accept that on that learning curve you are going to make some losses because you’re learning something new and you’re not going to be good at it overnight. The second thing you can do is of course, hire somebody to do it for you internally. Hire a member of staff maybe somebody who understands the platform and can help you. The third thing to do if you can’t hire internally is hire an agency or a consultant to run the campaigns for you.
Think about how much money it costs to hire an agency and you might think, oh, my God, there’s fees, there’s things involved and you don’t want to necessarily do it, but now think about how much it will cost you running AdWords yourself with no experience and getting poor quality traffic. That will quickly be more than an agency or consultancy fee. Definitely consider hiring in or hiring outside of your organization in order to make your campaigns successful. If you really don’t want to hire then invest time instead of money. Invest time to learn the platform because that’s where you’re going to get the most out of it.
There you have it. They are the five biggest myths I often hear about Google Ads and I hope you don’t make the same mistakes and believe in the myths. Thank you guys so much for watching this video. If you liked it, leave a like below. Let me know in the comments if you’ve fallen for any of the Google Ads myths in the past or whether you’ve heard them before and you hear them all the time. More important than that don’t forget to subscribe, check out the other content on my channel and I’ll see you guys on my next video.
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