Google Ads may seem like an easy way to boost your business, but if you don't do it right you can end up wasting valuable time and money. In this guide, we'll take a look at why running Google Ads may not be the best choice for your business and what alternatives are available.
5 Reasons Your Business Should Not Run Google Ads
- No clearly defined goals or outcomes
- True ROI has not been calculated
- You cannot track Customer Lifetime Value
- You don't have the resources to manage your ads
- You have not determined if paying for content is better than paying for ads
No clearly defined goals or outcomes
One of the biggest mistakes businesses make when running Google Ads is not setting clear goals or outcomes. Without a clearly defined goal, you won't be able to measure if your ads are successful or not and whether they are providing a good return on investment. That means your ads could become a big drain on resources without any tangible benefits, so make sure to define your goals beforehand!
True ROI has not been calculated
Many businesses do not take the time to calculate their true return on investment (ROI) from Google Ads, instead simply relying on generic metrics like cost-per-click. Without looking at whether conversions or sales took place from visits generated from an ad campaign, it can be difficult to truly understand if you are achieving your desired outcome from running Google Ads. Unless you have a clear understanding of how effective your campaigns actually are, investing in Google Ads may not be worth it.
PRO TIP: Use Gross Profit For An Accurate ROI.
Can you track Customer Lifetime Value from your ads?
It is crucial to understand the true value of a new customer before you invest in Google Ads. Without tracking how long someone stays with your business or how much they purchase over the course of their lifetime as a customer, you won’t be able to determine whether the cost of running campaigns was worth it. Therefore, if you’re not tracking your customers’ lifetime value and deducing its correlation to your ad campaigns' effectiveness, investing in Google Ads may not be best for your business.
Do you have the resources to manage your ads?
Google Ads are not a hands-off approach to ads. Often, businesses do not have the dedicated resources and skills necessary to manage these campaigns. Setting up and adjusting these powerful campaigns is difficult, as they often require in-depth technical knowledge of how their platforms work and what targeting strategies produce the best results. Because of this, investing in Google Ads could be a tricky business for those without the proper skill sets.
Paying for content or paying for ads: Which is better?
Deciding between paying for content or running a Google Ad campaign comes down to what kind of results you’re looking for. Investing in content offers more visibility and organic search traffic, whereas Google Ads offers targeted visibility that reaches most people searching for relevant terms directly. Ultimately, it depends on your strategy and budget.
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Everyone tells you that clicks mean success, but what your business really needs is more customers.
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