Google AdWords can seem like mysterious black magic to a lot of people and as such a number of myths and misconceptions have emerged. Outfox have addressed the most common here.
My competitors will click on my Google ads and use up my budget.
Google is very smart and uses highly sophisticated systems to identify click fraud and invalid clicks. Invalid clicks include manual clicks intended to increase your advertising costs and clicks by automated clicking tools, robots, or other deceptive software. You won’t be charged for those clicks.
I can’t spend the kind of money that my competitors can to get top of page position.
Who gets top position is not based purely on how much you are willing to bid, but on an overall Ad Rank. You can challenge your cashed up competitors and achieve top position if your ad is more relevant, your landing page is more relevant, and you have a positive click-through-rate history. These three characteristics contribute to your Ad Rank and whoever has the best Ad Rank will achieve top position. You will only need to pay as much as is required to outbid the competitor with the next best Ad Rank.
However, it is essential not to overstate the importance of top position. There is no correlation between ad position and conversion rate. In some instances, you may get more clicks by aiming for a lower ad position because your ad is appearing more often, even if lower down the page, and your daily budget is utilised more effectively. Google AdWords strategies should be customised to meet your specific business and marketing objectives.
People don’t click on Google ads.
People do click on Google ads. Google generates over $100 million in revenue every day from people clicking on ads.
I tried Google AdWords and it didn’t work.
Google AdWords will only work if you are clear about your objectives and establish Google AdWords campaigns specifically to achieve those objectives. Also it will only work if you frequently adjust your Google AdWords campaigns to constantly optimise them.
I had a Google AdWords manager who set up AdWords and then I never heard from them again.
Find a Google AdWords manager who has transparent processes, open communication and frequent performance reporting. Importantly – ensure you always retain administrative ownership of your Google AdWords account so that you can control access and can go to another manager if you want to.
Google AdWords is too expensive.
You control how much you are willing to spend for someone to click on your ads and a daily budget. You can set your daily budget at any amount and change it at any time.
Cost per click varies depending on industry and location. The more optimised your Google AdWords strategy is, the more qualified the lead is that is generated from your ad clicks. You need to be clear about what a qualified business lead is worth to your business and consider if there is another marketing strategy that can result in a similarly or more qualified business lead for less.
I can manage Google AdWords myself.
Google AdWords is a powerful tool and has many features and layers. You can manage it yourself if you have the time to invest in learning the intricacies of it and frequently optimising it.
SEO is better than Google AdWords.
Google AdWords also has the benefit of instantaneous results whereas SEO takes more time to achieve results. Organically appearing in Google search results for your key business activities should be one of your online marketing objectives. Google AdWords should complement this marketing objective and form part of your business marketing strategy. Using Google AdWords in conjunction with SEO ensures that your business appears as much as possible when someone searches for your key business activities. Your business name will be dominant compared to competitors.