With over 20 years of experience in the marketing industry, we have witnessed significant transformations, and one platform that has undergone many changes—though not all necessarily positive—is Google Ads. Not to be confused with Google Business Profiles which we work with nearly every client on to achieve #1 rank, a crucial achievement for all local service businesses.
As a business owner, you are inundated with persistent calls, emails, and solicitations from various Google ad service providers. This incessant barrage can be overwhelming, to say the least.
An intriguing aspect of Google Ads that is seldom discussed is the phenomenon of ad avoidance. Astonishingly, statistics indicate that approximately 99.6% of users tend to bypass paid advertisements, instead gravitating toward the first organic search result. Although the underlying psychological reasons for this behavior remain unclear. Think of your own browsing habits: how often do you click on ads as opposed to scrolling down to find the genuine, organic outcome? It is for this reason that we recommend prioritizing organic solutions for most businesses. Organic refers to the natural attainment of a #1 ranking on Google’s search results page using onsite SEO, quality content creation, and properly built websites.
Furthermore, in terms of conversion rates, a well-targeted Facebook ad campaign tends to outperform Google Ads. So before allocating resources to Google Ads, we tend to recommend prioritizing the essentials: focusing on attaining a favorable Google business profile ranking, and a proper website that ranks well organically followed by implementing Facebook and Instagram PPC ads. Once these fundamental building blocks are firmly established, venturing into Google Ads may be considered a supplementary avenue.
Nonetheless, we acknowledge that there are exceptions to our perspective. Google Shopping Ads, for instance, have proven highly effective, generating exceptional outcomes for our clientele in the e-commerce sector. Similarly, Google Guaranteed started out with very good results it has gradually declined over the past two years, however, it still remains a viable option in select industries.
There is still a role for Google Ads in certain industries. Some industries tend to employ professionally managed SEO, while many other industries attempt to handle their SEO themselves. Professionally managed SEO (that is done well) nearly always outperforms businesses that handle their own optimization. Therefore, if you operate in an industry where most competitors rely on professionally managed SEO, such as law firms, achieving that top spot can pose significant challenges. In such scenarios, implementing Google Ads can be a wise strategy, despite the potential for lower click-through rates. The advantage lies in securing a prominent above-the-fold listing, thereby boosting your visibility and strengthening your brand recognition.
No matter which path you decide to take for your business, FOCUS Digital Marketing is here to assist you in overcoming the challenges and maximizing the effectiveness of your marketing budget. Our team is dedicated to helping you navigate the journey ahead and achieve optimal results.
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