When looking to achieve more cost-effective leads, Google Ads has likely crossed your mind.

Search engine giant, Google, offers an enormity of internet-based services with the most successful being its advertising platform, Google Ads. With a constant increase in marketing strategies, we thought it was worth investigating whether Google Ads are still worth using in 2019.

Are Google Ads Effective?

The effectiveness of Adwords has become substantially recognised over recent years which has led to the great increase in Google Ads popularity. In fact, the advertising platform now rakes in the majority of Google’s annual revenue, turning over a whopping $116.3 billion US dollars for 2018.

So can Google Ads be effective? Yes. However, the rise in demand means the cost to use them has steepened accordingly. Which begs us to question, does the fall in its affordability change the worth of using Google Ads?

The Pros

Reach the Ultimate Audience

Unlike traditional advertising, Google Ads provides advertisers with complete control over targeting criteria. From specific search terms, age, location, all the way down to interests and hobbies, Google Ads knows people and will help you reach your ultimate audience. Your advert has the chance to be seen only by those that matter most to your business. The results? More cost-effective leads and smarter marketing. With search queries exceeding more than 3.5 billion each day, it is evident that having access to Google’s audience is still powerful for your business’s marketing.

Smarter Spending

Google Ads uses the cost-effective advertising model Pay Per Click (PPC). This means that advertisers are only charged if a user clicks on the advert. So despite the growth in Google Ads popularity leading to an increase in cost per click, the PPC model continues to regulate effectiveness.

Advertisers are also completely in charge of their spend as they can set daily budgets for their campaigns with the flexibility to change them at any time. How much is a click worth you might wonder? The average cost ranges between $1 - $3 however it is officially determined through Google’s auction system. Here Google rewards low costs and prime ad placement to businesses with high-quality ad campaigns. Together this means smarter spending and encouragement for excellence.

Performance Tracking

Google Ads continues to allow clear and insightful performance tracking, which can’t be done as well in traditional advertising methods. You’re able to see how many leads are generated from your campaigns, as well as find out detailed information on who exactly is clicking on them.

This allows advertisers to recognise what is and what isn’t working with their campaign so that they can alter and further develop it to achieve optimal results. This performance information is imperative to keep on top of, as when implemented strategically it can be the difference between reaching targets and missing them.

The Cons

Competitive Keywords and Big Companies

Despite Google Ads having helped to create an even playing field for small businesses, they are still left to compete against bigger organisations who are also fighting over the same keywords. The downfall? The bigger the organisation, the bigger the marketing budget. Google Ads rise in usage and cost means smaller businesses with smaller marketing budgets have less opportunity than the big guys who are more able to afford highly effective keywords, setting them ahead of the game.

Not for the Faint Hearted

PPC advertising is known to cost a lot less than traditional advertising due to its cost-effective nature, however, if not managed correctly, Google Ads will burn through your marketing budget. It is vital that performance tracking is set up for your campaigns to ensure you stay on top of your analytics and use them to your advantage.

Google Ads is designed to help advertise, but is only effective when campaigns are constantly customised to align with the analytics outcomes.

High Maintenance

The hard work is not over once you’ve created a campaign - it has only just begun. The campaign’s performance rate needs constant and thorough checking. Once analytics are pulled from the campaign’s performance, adjustments need to be made strategically to the advert based on the results.

This is all necessary to ensure that your business is taking full advantage of the money that is being put into Google Ads. There is good reason to why massive companies continue to pay agencies specialising in Google Ads hundreds of thousands of dollars to run their ad campaigns - it takes a lot of time and knowledge to run correctly and effectively. Google Ads is not a set and forget advertising method, it is high maintenance.

So, Are Google Ads Still worth It?

If you’re looking for a cost-effective way to market your business while remaining in control of the audience you’re reaching, Google Ads remains to be a safe bet. We can back this claim up with some outstanding client results. However, it is essential to ensure that any and all campaigns are strictly monitored and managed in order to achieve positive results.

It is a competitive and time-consuming advertising method that requires more maintenance than traditional advertising, but with a good marketing budget, and when used correctly, Google Ads can provide a great return on investment.

Tips to Help You Win

  • Create A Plan - Going in blind without a plan of attack will have you throwing away bundles of money from the get-go. You need a strategy which includes, a planned budget, keywords, ad groups, and landing pages.
  • Conversion Tracking - Only 57.7% of Google Ad accounts have their tracking set up properly. Don’t fall into the 42.3% that make the killer mistake of skipping this step. Set up conversion tracking in Google Ads to track crucial movement on your campaigns and websites.
  • Attention And Adjustment - Although it can be done by yourself, we recommend investing in a skilled and knowledgeable agency (such as Neon Hive) to manage your Google Ads campaign performance. If they’re good, you’ll not only be stress free and receive higher quality leads, you will also likely end up saving money in the long run.
Hannah Moulden

Hannah has a strong background in managing the digital growth of leading brands which has brought to Neon Hive a unique set of skills. She first joined Neon Hive as a marketing strategist, and quickly found her niche in paid media. Highly ambitious, Hannah is always pushing boundaries to build creative and effective marketing strategies.

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