DIY Google Ads: should you give them a go?

Fay Roe

The greatest gift of the internet is the vast amount of published information accessible simply by entering a query into a search engine. Whether you need to write a last-minute best man’s speech or book a local hair appointment, the internet gives you relevant options. It is also a place of great education. From online courses through to articles and guides for specific problems and challenges, the internet is the ideal teacher for those amongst us with a can-do attitude (and a desire to save money).

Of course, it depends on what you need to do, but in this instance, we’re going to talk about do-your-own Google Ads. Google Ads are a powerful and almost instantaneous way to generate qualified leads into your business – when done well.

Are DIY Google Ads the best option?

There are legions of tutorials and instructions to explain the nuts and bolts of Google Ads:

How to structure a Google Ads campaign.
How to limit Google Ads to local areas e.g. to target for a Google Ads Christchurch audience.
How to choose keywords for Google Ads.
How to translate Google Ads metrics (click here to learn some digital marketing terms).

The list is endless, but DIY Google Ads campaigns are much like lockdown haircuts. You know what needs to be done, but the reality of the end results is rarely what you intend. Before you commit to spending your online marketing budget on a DIY Google Ads campaign, ask yourself the following questions:

Who do you trust?

How do you tell the difference between good or bad guidance about how to do a successful Google Ads campaign? Unfortunately, there is no way to qualify the advice other than to be selective about the websites you access, but this approach is still problematic. Even Google’s inhouse guidance can lead you down the garden path; their priority is their own profit, not yours!

Do you really know your customers?

You know your business better than anyone, you know who you want to target, and you have a good idea about the keywords to bid on for Google Ads, right?

Yes and no: the Google Ads keywords you choose can be influenced by unconscious assumptions you have about your customers which can lead you to second-guess consumer behaviours. You most likely also use industry terms and phrases that are not relevant to how your customers search online for your products or services. The risk here is you lose control of your web marketing budget by testing words and phrases which are unlikely to ever deliver the sales you expect.

Choosing the best keywords for Google Ads is not like throwing spaghetti at a wall and seeing what sticks; it requires sniper like precision. It’s a science shaped by metrics and driven by algorithms. Only the most relevant, effective, cost-efficient, and evidence-based keywords should be used.

At Digital Presence we pride ourselves on how our Google Ads campaigns consistently help businesses thrive. Yes, you can try a DIY Google Ads campaign, but to get affordable, consistent, and quick results we recommend a metric-led tailored campaign. Contact us for a free no-obligation chat to find out how we can help you generate genuine leads and still remain within your budget.

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