I recently spent about $500 0n a Google Ads campaign in order to test out their marketing services. The results weren’t what I expected, which I’ll share in this post.
Google Ads is a service which displays ads to a specific customer demographic. You can choose the keywords you want to use and which website to show.
You can choose the layout of the advertisement, the wording, etc. The interface wasn’t hard to use. But the results – wow. Let’s dive right in.
Building the Google Ads Campaign
I set the budget at $750 and I ran it for 3 weeks. I decided to cut it short because Google was choosing weird search phrases which had nothing to do with my product or advertising campaign.
Here’s my ad below.
Before starting the ad campaign I was already selling one of these courses every few days at $500 a pop. I expected this would increase.
Ad Campaign Results
I had 1,500 clicks on the ad which seems way too many in that short of a period. And It cost me $500. That’s $0.30 per click.
I would have preferred to get charged more and instead target the proper audience.
I had zero sales in this time. Which means that I lost money in 2 ways; I lost my $500 which I spent on the ad campaign and I lost the revenue from course sales.
That’s right – I didn’t sell any courses in those 3 weeks. Odd. The opposite of what I expected.
Stopping the Campaign
After stopping the campaign, about 1 week later, I started selling my courses again. All is well in the universe.
It could have been a fluke, no doubt. But I also think that I was competing against myself in this ultra-niche.
My site was already ranking quite high on search engines and I was getting a ton of visitors. By creating an ad campaign I was competing against my own pages which would have come up anyway, depending on whatever search keywords people were choosing.
Once again, I’m convinced that an organic search, without paying for advertisement, is the best way to get your product before the right audience.
In order to achieve that you need 2 things:
The content has to be good content and relevant content. Which means that you have to create blog posts which support whatever service you’re offering or whatever product you’re selling.
Your content (blog post) will be displayed to the person performing an online search. Based on how much time they spend on your site it will be further recommended to the same demographic.
And if your content is referred to by other websites in the same niche, even better. That’ll bump you up further in the rankings. Everyone’s happy.
You need time for your content to rank. The more time your content spends getting bounced around the various clicks the more likely for your content to rank well.
The only way to shortcut this is to have a solid network with other bloggers and get those websites to link to your content.
I find this a bit cheesy. Maybe because I get a ton of requests daily from people who want me to link to their product, which I refuse. I refuse because I don’t think it’s the right service/product for my audience.
But, if you have a genuine service, a genuine product, by all means, network the shit out of it. Contact as many other websites as possible and let them know – it’ll expedite your ranking.
Oh, and don’t curse. Curse words on your site will get your bumped the fuck down, way down. Keep that shit professional because god don’t curse in no bible.
When to Use Google Ads
Google Ads definitely has a place in your marketing repertoire. I reviewed in my free Marketing Course. But you should only use it when you’re trying to fasttrack your product or if your product is hard to create content for.
Also, consider hiring an Ads Campaign Manager. There are lots of them on Upwork. Be sure to interview several people and go with someone who is the right fit for you.
For somewhere around $50-100/hr you can hire a great Google Ads campaign manager. The return on investment should be obvious to you once you run the campaign for a few months.
Return on Investment (ROI)
I don’t want to get too nerdy here but my audience is mostly physicians and many APC’s. If you guys are creating courses then your audience is only about 1,000,000. This is tiny.
You can’t be charging $15-20 for your product. That’s too low. If you’re charging at least $150 and closer to $500 then hiring a campaign manager and paying for Google Ads makes sense.
The term CAC stands for customer acquisition cost. Even if it costs me $100 to find 1 customer, if I sell that person a course for $500, that’s a great return on investment.
If I am the one creating the Google Ads campaign, managing it, tuning it, coming up with new keywords, etc., then I need to calculate my hourly rate into it as well. RIght now that hourly rate is $300/hr.
So, what I am saying is that I’d much rather spend $60/hr on Michael, the Google Ads specialist, than spend my own time doing this.
There is a big opportunity for healthcare professionals to run ad campaigns for physicians and APC’s.
Even if I hire someone from Upwork, they wouldn’t exactly get my product and my audience. There is a lot of money to be made as a Google Ads campaign manager – far more than $100/hr. And it’s remote!