These days, I often feel that a large part of my job is protecting my clients from Google. This is especially true of Google Ads.
Over the years, Google Ads have become
- more and more expensive
- less transparent
- pushier in their sales recommendations
Google ads have become more expensive
A monopolistic company can create its own pricing structure. Google has taken this position time and time again.
Why are costs rising?
The cost-per-click (CPC) of Google Ads has been rising due to several factors:
- Increased competition: More businesses are investing in online advertising, driving up prices. Fair enough.
- “Forced inflation”: This is the shadier part. Google increases the “base price” for each click over time. It’s a sort of forced inflation that works to their benefit.
Online marketing used to be considered cheaper than print advertising. This is not always the case any more.
Less transparency
With Google Ads, Google used to show you the exact keywords used in searches that pulled up your ads. But over the years, Google has reduced this visibility quite a bit. Now you might not know which keywords/search terms trigger your ad (hello Performance Max Campaigns).
Google had some good reasons for doing this. Machine learning makes the concept of “search term” less important. The full context of the specific user running the search now carries more weight.
But still, it’s less transparent.
A pushy sales rep
If you’ve logged in to a Google Ads account recently, you’ve likely seen messages from Google in the “recommendations” tab. These are Google suggestions on how to improve your ads and account quality.
However, these recommendations often won’t do much to improve the return on the ad spend (ROAS) of your account. Google is pushing you to spend more and display ads on more platforms, often with little concern as to whether this benefits you.
Why should I continue to run Google ads then?
Because they are still profitable—although not in all cases and not all the time. Organisations can reach their audiences in a variety of ways. Paid marketing is just one of them.
The value of Google ads
Despite the challenges, Google Ads remain a powerful tool for reaching potential customers. Here’s why:
- Reach: Google’s vast network ensures that your ads reach a broad audience—meaning almost everyone on the planet. Almost no other channel allows you that kind of reach.
- Targeting: Advanced targeting options allow you to hone in on specific demographics and interests.
- Performance tracking: Google Ads provides detailed performance metrics, helping you to refine your campaigns.
How can you navigate Google Ads successfully?
My mission as an online marketing specialist is to bring the companies I work with to the attention of relevant audiences. In other words, I help the companies I work for thrive by finding their customers.
In the process, I strive to ensure this is a net positive for my client. Sometimes it is, and sometimes it’s not. Sometimes, it’s complicated.
Best practices
To maximise the effectiveness of your Google Ads campaign, consider these best practices:
- Set clear goals: Define what you want to achieve with your campaigns (e.g., brand awareness, lead generation, or sales).
- Regular monitoring: Continuously monitor and adjust your campaigns based on performance data.
- Test and optimise: Experiment with different ad copy, keywords, and targeting options to find what works best.
- Question Google’s recommendations: Ask yourself why they’re proposing this “improvement”. Is it to your advantage or theirs?
Digital marketing agencies should protect their clients from Google.