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Introducing Google Ads
If you’ve tuned into the eComm Growth Show at any point in the last year, you’ve probably heard us preaching about omnichannel marketing. In 2020, the stars aligned for businesses to take advantage of monumental growth opportunities through Facebook Ads, but we knew it wouldn’t last forever.
As 2021 came into view, we began recommending eCommerce brands leave their single-channel marketing strategy behind in favor of a diversified strategy that utilizes several channels at once. Along the way, we’ve been highlighting many of the different marketing channels that online stores should be considering. There are plenty of options, from influencer marketing to TikTok and YouTube ads, and it can easily become overwhelming.
This week, we’re talking with Elliot Manson, Shopanova’s Google Ads expert, about who can benefit from Google Ads, who should avoid the platform, and how scalable this marketing channel is.
Are Google Ads Right for You?
As much as we would love to tell you that Google Ads are an easy marketing solution for everyone, we don’t believe that to be true. However, we do think that they are an excellent option for many online businesses. So, how do you know if Google Ads are right for you?
“I think the key to start with Google is just to research and understand if your market even lives on the platform.” (12:22)
The truth is, Google is similar to every other marketing channel in that you need to know if you have an audience living in that space. Google is an ideal solution for brands that have solution-aware markets. These are markets in which the audience knows about their problem, and they generally know what the solution is.
Markets that are not solution-aware typically don’t fare well with Google Ads because their target audience isn’t searching Google for a solution to their problem. For example, someone might not understand that they need a specific eye cream to combat aging wrinkles. In this case, an ad centered around the product would likely struggle. A different approach that is more problem-centered would be much more likely to succeed. For example, an article titled 5 Tips to Avoid Aging is likely to grab the target audience’s attention.
“If there’s nobody searching for your problem, Google is the absolute wrong place to be, because then you’re not actually serving the problem.” (12:03)
How Scalable Are Google Ads?
In the wake of 2020’s marketing outliers, many brands focus solely on how scalable a campaign is, but we encourage a different approach. Yes, highly scalable campaigns are quite beneficial, but writing off a marketing approach because it isn’t as scalable as Facebook Ads used to be can be detrimental.
Google Ads campaigns often reach a ceiling based on the keywords you choose and how many people regularly use these keywords in their searches. If you already have a large audience searching for your product, scaling will look different. For example, if you have 2 million searches per month, you can narrow it into more specific niches and demographics, which often improves scaling possibilities.
“Every good campaign, in theory, has a cap to it at a certain point, all based on how many people are actually searching for these types of keywords. And so what ends up happening is you can kind of max out a campaign and then you kind of have to start from a whole different one if you want to keep scale.” (20:55)
Ultimately, we believe that Google Ads are beneficial for many online stores, and we’d love to help you get started! If you’re interested in learning more about how Google Ads can grow your business, contact us today for a FREE audit to see if Google Ads are right for you!
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