Since Google holds such a large share of the search engine market, many brand owners and internet marketers feel like Google Ads is the best option to promote their business to their target audience. Unfortunately, just because you invest your advertising budget in pay-per-click campaigns to generate more website traffic, it doesn’t necessarily mean that it will translate into more sales for your business. There are several important reasons why Google Ads might not be your best promotional strategy.
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Google Ads Are Expensive
Search engine marketing isn’t cheap – especially if your brand is in a really popular niche. That’s because competitive keywords are a lot more expensive – which will make your Google Ads campaign costly. For example, let’s say that you bid on a highly competitive keyword that costs you $5 per click. Even if you have a high conversion rate of five percent, your customer acquisition cost is $100. That’s really expensive for most industries because it cuts deeply into your profit. You can end up spending more to generate sales than you actually make from profit in sales.
Click Fraud is Rampant
The appealing aspect of pay-per-click advertising is that you only pay when a user clicks on your ad. Hopefully, the user is from your target audience. However, there are many times when you can get charged for fraudulent clicks. For instance, an unscrupulous publisher might create a bot to click on your ads so they can earn revenue from them. An unscrupulous competitor might use a bot to click on your ads to deplete your advertising budget. Once your budget runs out for the month, your ads will no longer appear in search results. Click fraud alone should really make you think twice before investing a lot of money in a Google Ads campaign.
Users Trust Organic Search Results
Consumers are often a bit wary of advertisements – especially if they aren’t that familiar with a brand. Therefore, your target audience will likely trust organic search results more than they will display ads. One reason users tend to trust organic search results better is because they are likely searching for information – maybe a solution to a problem. That means they might not really be in the market (at the moment) for a product or service you are selling. They will probably place greater trust in sites that offer relevant, valuable content that answers their questions about a given topic, instead of Google Ads trying to sell them something.
Text Ads Offer Poor Conversion Rates
In the early years of the Internet, most websites consisted of text-based content with fewer images. That also means early ads on the Internet were text-based. However, online users typically find content with high-quality images and videos to be more engaging. Unfortunately, Google Ads hasn’t evolved from text-based advertisements. In most niches, you will get fewer conversions from text-only ads – because they don’t do a good job of catching (and keeping) a user’s attention. They just look unimpressive to most users.
Mistakes Can Be Costly
Finally, one of the most expensive and frustrating aspects of Google Ads is that mistakes can cost you dearly. For example, forgetting to set a daily ad budget means that your advertising budget can be depleted in as little as a day. There will be no money left in your budget to run your ads for the remainder of the month. Another problem is bidding on the wrong keywords. It can be hard to know which keywords will work best for attracting your target audience and generating sales. Selecting the wrong keywords mean that your ads might not generate any sales. Typos in Google Ads aren’t uncommon either, which can end up hurting your brand’s image.
In short, if you are looking for a fast and easy way to generate sales for your online business, Google Ads might not be it. You should at least carefully research the pros and cons of pay-per-click advertising before you invest a lot of money in a campaign. You might be better off investing your money to improve your site’s search engine optimization instead.