The Art and Science of Google Ads
When it comes to using Google Ads, which is the name of Google's advertising platform, you can exploit the power of data and numbers to power your marketing campaigns. But leveraging the tools for your business also requires an artistic touch, to make sure your ads are seen by the right audience, and tailored to get clicks, and then for those clicks to become customers.
The Science
Targeted Audience
But first of all, how is Google Ads effective? The superpower of Google Ads is targeting your specific audience when they're looking for your product or service. That potential customer has typed in some keywords in their search bar that relate to your business. That way, your ad will only appear to a relevant searcher. And you can customize your keywords, too, to help exclude similar but not relevant searches. If you sell shoes, you want customers looking for "shoes" but not "free shoes."
Measuring Success
Now you know that Google Ads can help you find potential customers, you'll need to craft a careful ad for them to see. Whether it's a text ad, video ad, or any of the variety of ads Google can show, you will only pay when people click on your ad. This is another benefit of using Google Ads, which you can also measure. How many people see your ad, engage with it, or click on it? The platform can answer these and other questions to help you maximize your ROI.
The Art
Killer Keywords and Catchy Copy
To make sure that searchers can see your business, your ad will have to compete with similar ads on the same keywords. So you'll want an ad with copy targeted to your specific audience with your specific offerings. Let the potential customers know what they'll get if they click on your ad. Then your ad will have a higher click-through rate, (which Google likes,) and a higher conversion rate, which benefits you.
Learning Curve
If you're using Google ads as part of your marketing strategy, be aware that if you're not carefully optimized, costs can quickly escalate. And sometimes you will have to compete with other business to show your ads--that is part of the bidding process. A major drawback to using Google Ads is that learning the platform, managing your budget, and optimizing your keywords and copy can take some time to master.
That's why hiring an experienced marketing campaign manager can help you launch your digital marketing campaign faster with lower costs and less risk.
By the way, Google Ads is one of the many marketing platforms we work with at Dallas Web Shop. So if you want your digital campaign up and running lickety-split, reach out to me at
