I often get asked by clients to create and manage an AdWords campaign for them. My answer to all for the past one year was - don't do it. It's not worth it.
The main reason why I said that was because Google was preparing an algorithm update, which was not due for release until 2020.
In the process, a lot of Google services suffered. You probably noticed that Google Maps were in total shambles at some point. Google+ was shut down and there was more trouble. AdWords were not an exclusion.
However, the new update is here and it's been rolling for a month now. The best thing about it, advertisers say, is the improved machine learning and precision of the algorithm. This is what we wanted, needed and waited for.
So, do we have the green light to use Google Ads again?
I mean, I'm not going to tell you what to do with and for your business unless you hire me to do so. But my in humble professional opinion, there are other advertising avenues, which may be way more effective. Yes, I'll explain which and why.
Google Ads are Complicated
There's no denial of that. No matter how experienced you are, the constant updates and changes will keep you on your toes with every campaign you create and manage. At a glance everything looks pretty straightforward. In reality, though, there are plenty of little details that you need to pay attention to and deal with appropriately.
As a heavy user of social media ads, I must say, they are much easier to navigate successfully than AdWords. Even a non-professional can create a campaign, achieving decent results with a little guidance.
Competition for Keywords is Crazy
Because Google Ads is one of the most popular advertising platforms for businesses of all sizes, the competition is fierce. Some industries, mainly offering local services, are even more affected by this.
Think about it, your business is competing with hundreds or thousands other businesses that do the same thing. Logically, you use the same keywords. Your saving grace is location. Then again, you have local competitors too!
How do you beat the competition? Increase your budget.
Google Ads are Expensive
In comparison to Facebook or Twitter ads, Google Ads are indeed more expensive. This is a direct result of the huge competition for keywords. And the demand.
Often times, you pay a very high price per click, which doesn't bring any tangible results, i.e sales.
However, if you dedicate the same budget to a conversion ad on Facebook and use the pixel data, complemented by additional fine targeting, you will get sales.
Yet to Prove how Accurate the Algorithm and Targeting is on AdWords
As I mentioned in the beginning, my number one reason for not recommending Google Ads in the past one year was the poor targeting and high prices.
After announcing the new update in May 2019, Google claim to have massively improved the AI and targeting options. There are also some good reviews coming from experienced marketers and business owners who use AdWords. However, since the update is still very new and settling, I would hold my guns.
If you are a micro or a small business, I would really advise you to spend your efforts and money on different platforms. When you are trying to grow, it's important to keep marketing expenses under control and at the same time achieve results.
It is possible. You just need the right knowledge or the right person, who can do the job for you.
Facebook ads are the perfect converting funnel that WILL bring you sales when you execute it correctly.
Wanna know more? Just ask in the comments!