A recent conversation with a new client reminded me of the times my mom would introduce a new dinner side dish.
If it was green or did not smell like French Fries I’d usually opt out. My mother would then say, “Have you ever tried broccoli?” “Yes and it was horrible.” “Well, try these, I’m sure it will taste better than what you had before.”
Sometimes I’d relent and ask for some to be put on my plate. And some of those times, the “new” food was tasted good and it eventually became part of family dinners.
The conversation with our client was about Google Ads (formerly Google ADWORDS). We had suggested that in this current situation Google Ads are an efficient way to reach future customers who search the Internet for solutions to their problems.
When our client appeared interested in what we were suggesting, we added that this new normal is the time to leverage the opportunities associated with consumers spending much more time online, a large part of it typing in long tail keywords in search of a specific solution.
Accordingly, Google Ads are an effective way to reach future customers.
We asked him for his reasons for not trying Google Ads in the past and he gave us four answers.
In no particular order, here are his reasons along with our response to each.
Google Ads are expensive, I prefer SEO. We explained that SEO is time consuming to optimize his webpages and that Google Ads is a much faster way to drive traffic to his Landing Pages.
Nobody clicks on Google Ads. We used the data to answer this. Google’s 2020 1Q had over $40 Billion in revenue. Their 2019 total revenue was $113 Billion. Google’s main revenue source is Google Ads. Clearly, people click on these ads.
Google Ads are expensive. We always answer this response with a simple formula:
(estimated sales conversion rate) x (average value per customer) = Maximum cost per click.
We suggest you use 2% as a conversion rate. For help with this, call or email us.
I tried it and it didn’t work. Our response is that it depends greatly on how you tried. We often find that clients who tried Google Ads in the past, did not have their campaigns properly set up.
The results are that you can efficiently reach a target audience with Google Ads and I now enjoy broccoli several times a week at dinner, lunch or even as a snack.