Running Google Ads Without Breaking the Bank

What Is Google Ads?

It’s Google’s own powerhouse marketing tool.

And if you have expertise in using Google Ads (formerly AdWords), it works really well.

As a local florist, you can use Google Ads to raise your flower shop’s online profile, driving order volume in your preferred delivery areas.

Think about that.

You compete against order gatherers and wire services targeting your customers, with all the muscle of Google supporting you.

Google = Powerful = Expensive?

Sounds reasonable, but that last part is wrong.

Here’s why.

Google Ads is:

  • Pay-Per-Click — you are charged only when a potential customer clicks your ad
  • Powerful, low risk paid advertising you can cancel at any time
  • A provider of valuable online real estate that it doesn’t charge you for

When Should You Use Google Ads?

If you’re a local business with local competition, along with wire services and order gatherers continuously targeting your potential customers, the best answer is right now.

According to Internet Live the number of daily searches on Google is 3.5 billion, which equates to 1.2 trillion searches per year worldwide.

Google Ads provides the ability to target your audience, stand out, and be effective despite the high level of competition.

It’s also a great practice to raise your budgets in the run up to major industry events, like Mother’s Day and Valentine’s Day.

Why?

Because everybody raises their game during these hectic periods when businesses like yours become top-of-mind for thousands of potential new customers.

With Google Ads you can compete effectively today and every day, regardless of the occasion.

And once you have new customers, you can work on making them loyal customers.

M-Commerce and Google Ads

Google Ads is seen everywhere.

Mobile commerce (m-commerce) means your ads can appear across desktop computers, laptops, smartphones, and tablets. And with Google Ads, they do!

This is so important because:

“M-commerce will reach $284 billion, or 45% of the total U.S. ecommerce market, by 2020” — BI Intelligence, 2016

Also, things are changing fast.

Organic search results increasingly require scrolling by the potential customer just to view them.

Google Ads with a high quality score, on the other hand, appear above them and are seen immediately.

More on Google’s quality score below!

This is a business reality, so taking advantage of some of that prime online real estate, with all the benefits that come with it, is smart.

However, having a great organic-based ranking, thanks to optimized SEO, as well as a well-managed Google Ads presence, can mean double brand exposure.

And that’s a highly powerful way to compete.

So why is Lovingly so in love with Google Ads?

That’s easy. We’re online marketing and SEO experts. So we understand its value and manage it for our partners.

That’s why it wasn’t hard for us to analyze Google Ads and wax lyrical about how great it is for businesses.

Why Is Google Ads’ Quality Score Important?

Google is great at evaluating the quality of advertisements made using Google Ads. And the key elements they are analyzing are your keywords and your landing pages.

In a nutshell, your keywords need to work for those people who want to find a business like yours. Your landing page needs to be highly relevant to that search, so the potential customer has a smooth experience.

This is an area where expertise and continuous optimization is needed. It can make all the difference in this highly competitive area.

And if you get it right (and keep it right) your Google Quality Score stretches whatever budget you choose to have.

How?

A great QS earns a lower cost-per-click and higher ad rankings for you.

So it’s basically a rewards system that Google implements to encourage best practices and ongoing great experiences for its users.

The return on investment (ROI) for those who take this seriously can be a game-changer.

What Are the Pitfalls With Google Ads?

Google Ads is a powerful tool, but it’s still a tool. If it’s in the hands of people who really know how to use it to target your market, and who understand that it must be continuously optimized, all that power will be focused on your business.

Some companies offering a Google Ads service, for example, may have no experience whatsoever in the floral industry, so how do they optimize in your favor?

And with that thought comes the question of management fees.

In all things, your ROI needs to be top of mind.

A low management fee that buys a poorly run campaign, with mismatched campaign and landing page, shoddy keyword research, and low to no conversion tracking, isn’t really a low management fee.

It’s a waste of your time and money.

How Can You Maximize Your Return On Investment?

Understand the realities.

Google Ads is highly competitive in the floral industry. Big money wire services and order gatherers live and breathe this type of marketing.

Because it works so effectively.

You would need to invest real time into learning the best practices needed to continuously optimize for robust competitiveness.

Expert help could be a smarter investment.

If you do choose to get expert help, make sure those “experts” know your industry and your competitors.

Again, your ROI is everything.

It’s the whole point. And you need to keep it in mind at all times.

Happily, Google Ads itself comes without contracts, so you can pick it up, try it, and drop it at will.

And we certainly recommend picking it up!

Like so much in life, it’s all about having the right people on your team.

Bottom line? Add Google Ads to your marketing strategy soon.

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