Five Things to Consider Before Running Google Ads

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So our topic today is what to consider before running Google Ads.

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Yes, we've both seen many, many websites and businesses who come to us desperate

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for running Google ads to increase their leads, increase their sales but Google

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Ads isn't always right for every business.

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And there's a few steps that every business should take before

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even starting with Google apps.

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Also, it's important to.

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Comfortable losing your monthly budget for the first three months.

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Unfortunately, Google's not a magic button where you just push and it rains money.

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Hello YouTube.

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Welcome back to another episode of Gads Girls.

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We're your host, Mel and Leandra.

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Hi.

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Thank you for joining us again to our second episode of Gads Girls.

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If you didn't tune in last week, Gads Girls is taking

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it right back to the basics.

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So we know that you get a lot of really high level strategy from Kasman John but

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we think that a lot of you are looking.

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To talk about fundamentals of Google Ads, which is exactly what we're

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here to help you guys understand.

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So our topic today is what to consider before running Google Ads.

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Five things to consider before running Google Ads.

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Leandra and I were both client managers here at Solution eight.

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So we think it's really important to go over this topic with you all.

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Yes, we've both seen many, many websites and businesses who come to us desperate

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for running Google Ads to increase their leads, increase their sales but Google

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Ads isn't always right for every business.

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And there's a few steps that every business should take before

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even starting with Google Ads.

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So the first one, know your numbers.

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This is really, really important.

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So knowing your lifetime value, knowing your knowing your cac,

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knowing your profit margins.

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All of these numbers help you determine realistic goals.

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So if you're, aiming for a roaz goal, if you're aiming for CPA

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goal you have to know your numbers first before you start running.

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That's right.

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We see a lot of businesses come to us and they just say, Oh, we want

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more sales, or we want more leads.

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But it's really important to quantify what your goals actually are based on actual

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numbers, because it's easy to come in and say, I want a 300% return on ad spend,

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but it's possible that you don't need 300.

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You could be perfectly profitable with, let's say 200

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because of your lifetime value.

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So there's lots of numbers to go into, and we can cover that more in detail.

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in another video.

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All right.

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And number two is set a realistic budget.

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So this goes back to the numbers that we were just talking about.

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So once you have an idea of your numbers, what you're looking for then you can more

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easily set a realistic monthly budget that you're ready to spend on Google ads.

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We'd recommend also getting an understanding of your cost per

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click, so how much clicks cost in your industry and working with.

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also it's important to be comfortable losing your monthly

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budget for the first three months.

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Obviously is a test, not like . Yeah.

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At the end of the day Google Ads is a test.

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In the first couple months.

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You have to see what type of campaigns are gonna work, if Google Ads is going

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to work kind of sort out the bugs in the first couple months to see you

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know, is this going to be profitable?

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So it's really important to.

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Aware that you could lose money and to determine what amount of

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money you're willing to lose.

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In the beginning you might not.

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At the end of the day, you might not, you might be profitable from

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the get go, but you have to have some sort of risk tolerance to start off.

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That's right.

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Unfortunately, Google's not a magic button where you just push and it rains Money.

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There is always risk involved, and the first few weeks and, up to three

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months is really a testing period to learn what works, what doesn't work,

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so that you continue to optimize of.

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Next one, we have optimize your website.

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this one is close to my heart, as a cm, I think we can all say we've worked

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with some really terrible websites.

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You know, we're driving traffic to the website.

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But ultimately something to really remember is that, It's

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your website's job to convert.

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So Google Ads is paid traffic, so you're paying to, we're sending

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relevant traffic to your website.

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But at the end of the day, the website has to convert.

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So making sure that you have a clear calls to action.

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And I know Leandra has a really good example about this one, so

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I'll let it tell your example.

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So call to action on websites.

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It's important to have it really, really clear what you want the customer to do.

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So we had an example last week of a call to action, a nice think button

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right on the front of the website.

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And what it said on it was made in USA while.

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USA is a great selling proposition.

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It's definitely not a call to action.

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You're not asking anyone to do that in that specific example.

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So really important to have really clear messaging on what

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you want your customers to do.

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And I also thought of another example where a client has a login option on

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their website, but it was placed in a very similar area of the website

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where a call to action would be.

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So people are expecting that to be the call to action.

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So they're clicking it, but it's actually a login for the members

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that are already signed up with them.

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So thinking about the placement of the call to action is also important

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and making sure that you're repeating your call to action multiple times.

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So it gives people the opportunity as they're scrolling through the website

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to see it again and again and again.

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Another.

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That we wanted to talk about is an easy checkout experience.

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So lean, you can talk about this one.

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Yeah.

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So I think we've all had experiences trying to buy something online,

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and then you get these popups and then something's not clear and the,

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shipping option doesn't make sense and making things really, really easy.

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We'll get you better conversions because people don't have very much patience.

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The harder things are, they'll just leave and probably never come back.

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So the more clear your website is and the more clear the steps

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that you want them to take are and making it as easy as possible,

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we'll definitely help things long.

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Melissa and I, before this, we were just saying how we, think that websites

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should be easy to understand that your grandmother or your Yes, not

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technologically inclined mother should be able to understand what's going on

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so you're not speaking to other people.

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That know about your industry as well as you do, cuz you'll know about it the best,

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but make it understandable enough that anyone could dive in and understand it.

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And John uses a really good example that like a mom with like three yelling

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children on her phone should be able to easily navigate and easily complete the

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action that you want her to complete.

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And I always remember that one because it's true.

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I mean, moms might not be your target audience, but it has to be

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that easy that it could be navigated quickly and it's super clear.

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So next point here is ensuring that your website clearly

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states what your service is.

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We work with a lot of lead gen businesses.

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I know probably 60% of my clients are leg gen.

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And sometimes.

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The service isn't clear.

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So this goes back to what LiRo was saying about, make sure that your

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mom or your grandma would understand.

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So someone who has no experience in your field or in that particular

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market or niche, whatever it might be.

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If they read it, they're gonna know exactly what you are offering If you

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have multiple services, I think it's really important to separate them

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so, have a different page for them, or just make sure that it's super

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clear, separate them on the same page.

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Cuz sometimes things can get muddled and it becomes very confusing for the user.

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Okay.

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Yeah, and I think at the end of the day, it's really important to

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understand that you're spending a lot of money on Google ads and

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you're driving traffic to a website.

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if the website isn't doing its job, then it's really not a good investment.

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And we have a lot of clients where we see the search terms are so relevant

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and everything looks perfect on our end.

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The search terms are relevant, the clicks are there, everything's great.

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But once they get to the website, that customer's just lost.

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And of course, The last thing you wanna do is just throw money down the drain.

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So really important to have a professional look at your website or

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your mom, look at your website and make sure that it makes sense for

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everyone and it's easy to navigate.

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There's also a tool, I'll just quickly say if you think this might be happening to

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you, you're running Google ads, you think that your search terms all look really

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great but your conversion rate is low.

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And you wanna check in on, the website we recommend it all the time.

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Something like Lucky Orange where you can watch the user experience.

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There's heat mapping so that you can really see what's going on on the website.

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And if people are just leaving or people are interacting with things

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that you didn't think they were interacting with That's really powerful.

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It's a really powerful tool to help you uh, fix those things.

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Yeah, definitely.

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It's really neat to see.

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You can watch where people are navigating around on your website and it can help you

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make better decisions on what to change.

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Yeah.

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All right, number four.

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This is not a glitch.

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I'm interrupting because I need to remind you that I'm always

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looking for people to join our team.

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So if you're passionate about Google Ads and you wanna work with the best

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Google Ads agency on the planet, please go to so late.com/apply.

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Speaking of working with the best Google Ads agency on the planet, if you're having

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trouble with Google Ads and you want professional help, that's what we do.

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You can go to so late.com, that's o l eight.com to apply for your

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free, no obligation action plan.

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And if I've.

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Any level of value at all.

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Maybe think about giving me a thumbs up and subscribe your channel.

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That's how we choose the YouTube algorithm, so they actually know

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that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions,

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hit me below in the comments.

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And now back to your regularly scheduled program.

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On our list here is consider products and services and their pricing.

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So obviously pricing is always a big factor in people buying, but people are

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fine paying a little bit more as long as your product or service is unique

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and can help them meet their goals or help them with their challenges.

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We have mostly stopped working with drop shipping companies because it's

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really, really difficult to differentiate yourself if you're a drop shipper.

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When you have multiple vendors selling the same product, that generally the same

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price, there's nothing to set you apart.

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So running ads doesn't.

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Necessarily always work for those kinds.

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So we love products that are brand new, that people that, you know, the business

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owner has created or has, worked on.

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And it's, very different than others.

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and if you are selling similar products to other companies just make sure that your,

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pricing is competitive, like Leaner said.

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And if it's not, your unique selling proposition has to be super, clear

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for people to understand why they should pay more for your service.

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So, yeah, We have two P's of the four P of marketing.

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Consider your product and consider your pricing.

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It's very important.

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like the in said, there's no point running ads if you know

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people aren't going to buy yours.

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They can buy cheaper on Amazon.

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If there's no differentiation there.

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Yeah.

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And just a little side note there.

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So Melissa mentioned the four P's of marketing and we were just talking about

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this before this call and every marketing course that we took in university.

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These four P's always come up.

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So I came out of university thinking marketing is only about these

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four P's, which what I did list of product placement, price, and.

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People, I think, I think there's actually seven P's now if you really look into it.

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But that's all I've ever learned about university for marketing.

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And we're just looking at two today.

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Yeah.

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Two.

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Okay.

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And then our last topic which is very important.

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What other marketing are you doing?

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So we have had clients come in, we've run ads for them.

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Google Ads is the only thing that they're doing.

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And unfortunately, like Leandra said, we wish that Google

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Ads was magic, but it's not.

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It is only one piece of the puzzle.

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It can't be your only strategy.

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There has to be, you know, what are you doing for email marketing?

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What are you doing on social media?

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are you running native ads?

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Whatever else.

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Is applicable to your business.

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You have to be kind of diversify yourself in terms of your other marketing efforts.

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Cause Google Ads it won't work if you don't have anything

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else going on for marketing.

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Yeah, it's dangerous in anything in life to put all your eggs in one basket.

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And unfortunately, we see that a lot.

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And when Google ads starts to not work business owners are

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sometimes left with, with nothing.

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So it's important to invest in different, channels, different

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networks, and not just rely on, the one and they help each other, right?

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If you get Facebook traffic, it'll help your, your Google remarketing

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so they can work together.

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Absolutely.

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And even your email remarketing it can be super powerful along with Google Ads.

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So other things to consider outside of Google Ads for sure.

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That's right.

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And that takes us to the end of our five things to Do before

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Running Traffic to your website.

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Thanks for joining us.

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We'll be back probably next week with another video topic for you.

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We've got some good ones coming up, some guests, so stay tuned.