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Today I wanted to go into when it would be a good idea to use Search-based Google Ads (eg Search and Shopping) for your business.

Certainly, if you sell products from your website you should be using Google Ads as long as people are searching for those products and they are not too commoditized. This is especially the case if people may be searching by brand names or other terms that you can match specifically.

Another reason for investing in Google Ads, one you might not have thought of, is if you have a business name made up of generic words that you don’t rank well for organically. If someone in your target market searches for you by business name and they can’t find you on Google then you should invest in Google Ads to get your name to the top of the page.

If you’re looking for leads from your website rather than selling products directly you may also want to use Google Ads, but you want to ensure your overall conversion value per user is high enough. You do want to cover the cost of your ads or at the very least break even on them in the first sale unless you’re very comfortable with the long term value of that lead.

Another reason you might want to invest in Google Ads is if you are after a highly targeted remarketing list.

On the other hand there are several scenarios when you would not want to use Google Ads. Learn more in today’s video!

Well, I hope that is really helpful. I hope that you are able to make some decisions now about whether you should go ahead with the Google Ads campaign or not.

There’s no exact science for a lot of these things — there are some websites where they will roll out a Google Ads campaign and it will just go gangbusters and immediately result in a five to ten times ROI and there are other websites where Google Ads can really fall flat. It doesn’t fit in to every single business circumstance so don’t try to apply it in every case.

Well, I hope you’re having a wonderful day today and I will speak to you again soon.


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SleepWise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Strategy Session August 1, 2018