What would stop a small business owner running Google Ads?
Customer Questions and Thoughts from Our Marketing & Sales Campaigns answered by Amod Inamdar.
Mentioned that he was running Google Ads through an agency and he is receiving leads, but it is not converting to business.
So his question was should he stop running Google Ads?
I would like to address this in two ways.
a. First check for relevancy of the leads.
b. Check in the marketing process.
a. Relevancy Of Leads:
If the leads are coming in, but not relevant and the marketing team can validate this.
The problem lies with the ads that have been created. So sit down with your agency & checkout the ads that are being created. So you could check
• The keywords that are been used,
• The audience profiling,
• The ad copy and
• The landing pages that have been created to capture these leads.
All this has to be very very correctly validated. Because that’s the only reason why the irrelevancy problem will occur. Because the customer may be searching for something else but the ad is showing up for something else and then when the marketing talks then irrelevancy is found. Right. So. This is the first level evaluation.
b.The Marketing Process Evaluation:
For example if the leads are relevant, but still not converting.
In that regard, the marketing team will have to evaluate & find out where are gaps, why the prospect is not connecting? What his requirements are or whether we are not able to deliver on customer requirements.
So these two valuations if done well, Google Ads can really work well.
We have seen them with so many customers.
But these two aspects are the most important to evaluate any Google Ads Campaign.
and that is we should have regular intervals of evaluating these campaigns.
As long as your ROI is been met, Google Adwords is very good powerful tool.
But coupling it with Organic way of marketing will actually give you long term business. Probably we can cover that in some other Q&A session.
But to answer this specific question. If evaluated well on those two aspects Google Adwords generates Real Business for you.
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