Google is complicated! It’s more than just Google. It’s YouTube. It’s the local pack. It’s Gmail. And it’s what’s called the Google Display Network or GDN. Ads can appear in multiple places and formats and be triggered not just by keywords but even by user behavior.
Oh yes. This is just one way in which Google advertising can swallow up your advertising budget. I know this only too well. A friend of mine is a writer. He does work for many different companies writing their blogs online and creating web pages. This means that he has to carry out research online to find information because he is not an expert in everything that he writes about. It is so varied.
Only the other day, he was telling me about research for a company that manufactures footstools. He does not own a footstool. Nor has he the slightest interest in buying one. Yet within half an hour of doing such research, he was bombarded with ads for footstools, (including from the company for which he was writing), simply because Google believed that he was looking for a footstool. It might be a very big company, but it hasn’t yet got around to being able to read our minds!
Other Situations with Online Ads
There are many other situations that can occur. For instance, a kid who has finished his homework, played some online games, and now got bored, may just sit at a laptop clicking on ads to see what they are all about. This kid has no money, and even if he did have, has no intention of buying anything. Yet that kid can be costing you $2, or $5, or even more, every time he clicks on one of your links! The trouble is that it is not just one kid. There are millions of them out there!
This is why it is vital to use the services of an expert like me when it comes to Google advertising, unless you are an expert yourself, of course. You have to know how to craft and design the ad, how to get potential customers to click on it, and – critically – where to place the ads and how much per click you are prepared to pay. To some extent that last part will be dictated by Google and by how much your competitors are willing to pay.
Then you also need to design your landing pages. You have to know what to say and what to do in order to get those clicks to convert into leads or sales or whatever your objective is. As a Google advertising expert, I can help you with all of this so that your advertising budget produces tangible results and not just clicks from people who have no interest in you at all.
