Establishing and maintaining a solid online presence has become a necessity for many small businesses and their survival. As the most popular search engine across the globe, Google maintains a large search market share. Known for its ever-changing organic search results algorithms, e.g. Penguin and Panda, getting on Google’s first page and retaining the top spots has become quite a challenging task.
As it takes time to show up on Google SERPs, many business owners are opting for pay-per-click advertising, such as running Google ads. This form of advertising can help quickly drive high search engine traffic toward one’s website and increase brand awareness, especially when the competition is high.
The problem, however, is that not all business owners have the general know-how of Google ads. That’s why running their own campaigns may not be the best idea.
Let’s look at some of the issues surrounding the said DIY approach.
Being Unfamiliar with PPC Terminologies May Prove Counterproductive
HTML5 ads, demographic target ads, apps promotion, call tracking, and call out ad extensions are some of the common terminologies surrounding Google advertising. In order to run fruitful advertising campaigns, it is important for you to understand these terms and how they evolve over time. It is, however, not a common man’s job to easily learn Google ad terminologies as they are often difficult to know and use. In many cases, hiring a professional Google AdWords management team to keep track of regular updates and implement them correctly can drive greater success.
The Costly Mistake of Forgetting to Turn Off Your Google Ad Campaigns
Humans make mistakes – knowingly or unknowingly. In the case of AdWords, it is a programmed tool that operates on a predefined set of rules called algorithms. Within these algorithms, there are two main types of patterns to keep in mind: logically correct and strategic. The first pattern refers to showing ads to the right users at the right time.
Business owners who are unfamiliar with Google ads management may forget to turn off their campaigns and drain their PPC marketing budget. If you happen to fall under this category, you may end up causing significant financial losses for the company.
Launching Google Ad Campaign on the Wrong Devices
The latest statistics show that there are over 2.7 billion smartphone users worldwide, and that number is expected to exceed 2.8 billion individuals by 2020.
With that in mind, nearly 90 percent of shoppers perform their research online before making actual purchases. As you can see, finalizing the devices for one’s Google ads campaigns is of utmost importance. Running ads on the wrong devices can be detrimental to a company’s ROI. That’s why business owners who are new to paid search should consult with professional teams that can suggest the most ideal platforms through market research.
Poor Ads Copy and Keywords
Business owners are unlikely to achieve successful results from their AdWords campaign if there’s a lack of effective ads copy and keywords. These elements are the backbone of any AdWords campaign and are needed to attract consumers for higher click-through rates. For many business owners, it is extremely challenging to come up with lists of valuable keywords because it is a time-consuming task.
Neglecting Core Business Objectivities When You Go DIY
If you spend too much time managing Google ads in a DIY approach, you may end up neglecting various important roles and responsibilities within the business. For example, you may be in charge of operations and need to personally oversee everything from customer service to inventory to procurement to keeping the company vision alive. Time for a reality check! There are just not enough hours in the day for you to take on another time-consuming task – running Google ads on your own. This highly technical process requires proactive monitoring and it’s better to save yourself from this burden by working with professional Google AdWords experts, don’t you agree?