Suffice it to say, we hear every day from prospective clients that "our Google Ads aren't working" or "I keep spending money on Google Ads (or Adwords) and I'm not seeing any leads." This is all too common in the marketing world and here are the reasons why.
Before we begin, a quick back story. I own SIX Marketing® and I decided to write this blog hoping to help others understand the value and threat of digital advertising tactics like Google Ads. I'm serious when I say 99% of the time when I'm in a meeting with a potential new client and they have "tried" Google Ads that they tend to have a negative feeling about them. Most prospects know that Google Ads are an integral part of digital marketing, and most view them as a cost instead of an investment. I'll give you our approach on how we make Google Ads work for our clients, but first let's take a deeper dive into why people think they don’t work.
The #1 Reason Your Google Ads Aren't Working Is...
The firm you hired are not experts!
In today's world, anyone can read a blog or go on YouTube and learn how to begin with Google Ads. There's absolutely nothing wrong with researching to learn more about the many ways to execute a Google Ads strategy. However, more often than not, advertising firms have, at best, only a basic understanding of Google Ads. They create a strategy that seemingly makes sense, deploy it, get all the wonderful marketing impressions and "qualified" clicks but the client doesn't see much of an increase in calls, emails, customers or sales! If you own a business, let me ask you, do you care about hundreds of thousands of marketing impressions or do you care about the phone ringing? So what are they doing wrong?
Primarily, they are pretending to be Google Ad experts. I spoke at an event a couple of weeks ago where I ran a live experiment that I welcome you to try.
The Google Ads Experiment
Our main agency location is in the Albany Capital Region of Upstate New York. I Googled "Google Ads Albany," and here's what came up. Remember, these are firms paying for Google Ads, trying to get you to hire them through Google Ads.
Obviously, we hid the company's names.
Company #1's Google Ad
This company uses the term Adwords instead of Google Ads. Google Ads changed their name from Adwords to Google Ads almost two years ago. To be fair, targeting people who still call it Adwords might be part of their strategy, but read the ad. The copy is bad. It took me 3 read-throughs to understand it was one long thought. They ran out of characters and thought it would be acceptable to simply put the rest of the sentence in position two (right of the pipe "|"). At the end of the day, tactics aside, you are speaking to real people. Bad copy will crush a campaign in a second.
They also used a "?" in the ad. This is a little more technical, but question marks can severely damage a campaign if not tested properly. I'm not saying don't use them, but you need to test them. That's a story for another day.
Company #2's Google Ad
These guys are supposedly Google Premier Partners. Again, they use Adwords- same possible strategy as #1 but their entire ad states they are "conversion-focused" and "ROI-focused" and they say to "call now" (twice in the ad) and they don't even have a call extension in the ad. Whatever the shaking my head emoji is, I'm doing it right now. If you want people to call now, add a call extension or a phone number. This ad has a lot of great sales language and value propositions but I question their ability to execute when an intern shouldn’t even make this mistake. No offense to our interns (love you guys).
Company #3's Google Ad
I just can't. They're a "local ad agency" according to their copy, yet the very last thing you see is "Local California Agency." I'm in Upstate NY. What does this mean? Their geographic targeting settings are off.
The second issue with this ad happens frequently. The copy is written in lowercase sentences. Google will reward you with lower click cost if you write in Title Case. Every sentence in the ad should have a capital letter in front of each word, even in the description.
Qualified Google Ads Experts
My goal is not to bash other agencies and make SIX look like some infallible firm. We have done our fair share of learning throughout the years. The truth is there are plenty of qualified Google Ads experts out there; I urge you to take the time to vet them before you waste a lot of time and money. If you don't know what to ask, here are some easy questions to try:
1) Can you walk me through our Google Ad conversion strategy?
2) What is our Quality Score and how can we increase it? This is a big one- a poor Quality Score could cost you 630% more per click.
3) Are we running remarketing campaigns?
4) Are we running brand awareness and conversion campaigns?
5) Are we targeting our competitors? Are we protecting our brand against our competitors targeting us?
6) How many leads did I get this month, quarter, year?
7) How often are you updating our ads? Can I see the change log? In Google Ads, there is a record of every action someone takes in your account. Many agencies, marketers, and traditional marketing companies (radio, tv) "set it and forget it" and KEEP CHARGING YOU.
8) What's new in Google Ads? What's trending for 2020 and how can we take advantage of it?
These are some general questions that should help you ascertain if the firm you hired is doing the job you hired them to do. Moreover, it will show them you are holding them accountable.
If you want a comprehensive performance report of your Google Ads, please make an appointment. We invest heavily in software that can analyze your Google Ads and give you an accurate report on how your account is truly performing. We will give you this report for FREE and have our PPC experts go over it with you for FREE. After that process, if you think we can help, we want to discuss how we can earn your business. I guarantee we will provide you with an honest impartial review. Yes, we want to earn your business but building trust is paramount. Ask any of our clients, at SIX, we strive to build lifetime partnerships - I am always personally available to every one of our clients... I hope my next call is with you.
Thank you for your time,
Christopher Ryan | CEO & Supreme Commander
P.S. Looking for the proper Google Ad structure? See this post: The Anatomy Of A Google Ad!