Home Forums Tech talk Is Google Advertising Worth It?

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  • #991737
    GSanders12
    Member
    • Total posts: 201

    I have a product that people search for but I was wondering if things like SEO/Google Ad Words/etc are worth it to a new company with a smaller start up budget? We don’t exactly have tens of thousands of dollars but we do $1000.

    How much would it cost per customer? I understand that one would need a decent conversion rate on the website itself but how much would it cost per lead that Google attracts to my site and would it be too expensive for a smaller budget?

    #1183030
    bb1
    Participant
    • Total posts: 4,485
    GSanders12, post: 213601, member: 40647 wrote:
    How much would it cost per customer??

    Unfortunately no one can give you an answer to this question, for your $1000.00 you may get heaps of customers or zero customers. So that is an impossible question

    #1183031
    Aidan
    Member
    • Total posts: 1,125

    Actually it depends on your product, its search demand, your pricing, your ability to sell and a few other factors including perhaps lifetime customer value (repeat business potential) in your business model before you think about doing AdWords.

    If those ducks are lined up – you then need to get AdWords ‘done right’. Unfortunately that is the part that so many screw up with lousy keyword choice, lousy ads, lousy campaign management and lousy landing pages.

    There’s a huge difference between spending money on AdWords and developing leads from AdWords and no matter what the shonks will say – I stand by the view that not every business is suited.

    I say that from a lot of experience. I’ve even seen web designers use ‘web design’ as a broad match keyword and then watched their horror when I showed them the folly and cost of that choice!

    Take it as a hint – the obvious keywords are not always the right ones!

    #1183032
    Byron Trzeciak
    Member
    • Total posts: 422

    What Aidan is saying is correct.

    You need to be really careful with how you configure it.
    – Stay away from Adwords Express and use the Adwords instead.
    – Understand the intent of the keyword you’re targeting as Aidan says – web design vs web design quote or freelance web designer
    – Optimise your landing page. Each keyword group should be going to a unique landing page. So if you’re advertising for web design services then don’t send them to your home page, send them to your web design page.
    – Your landing page really needs to be designed to capture traffic and say what you do. Don’t send them to a page that just has text on it, document who you are, what you do, show proof of results, certifications, testimonials and more.

    If you’ve got goal tracking configured on your website already, through analytics, it might give you an idea of how likely your page is to convert i.e. 1 – 5% for organic traffic. So based on that conversion you could use it to provide an estimate of the return you might receive based on

    Your budget divided by average cpc of target keywords might give you a rough estimate of visitors. Out of those visitors received times it by your average conversion rate and again by your average income per sale.

    That might not be totally correct but it’s certainly might give you an idea vs just blind faith.

    #1183033
    PRO
    Member
    • Total posts: 450

    We now spend north of $10k a month on adwords for conveyancing. It absolutely works for us, but we did get a specialist to sort it out so that it does

    #1183034
    GSanders12
    Member
    • Total posts: 201

    Wow, you guys have provided some golden nuggets of information for a new guy like me.. thank you!

    We have a 20% conversion rate on our website for a specific button that simply refreshes the page. Its a “interesting” product to say the least for consumers..

    Our product services multiple things so I think a landing page for every different keyword is a great idea as you guys said!

    The major question I’ve always had is.. Ok: So if theres a keyword that gets searched fairly alot.. how do I make MY website be on the first page at the top? What are the steps involved in doing this, how much would it generally cost, and how long would it take?

    #1183035
    bb1
    Participant
    • Total posts: 4,485
    GSanders12, post: 213773, member: 40647 wrote:
    The major question I’ve always had is.. Ok: So if theres a keyword that gets searched fairly alot.. how do I make MY website be on the first page at the top? What are the steps involved in doing this, how much would it generally cost, and how long would it take?

    Now just how long is that piece of string?

    #1183036
    Aidan
    Member
    • Total posts: 1,125

    Well first of all you’d want to ensure its a keyword that’s worth having, lots of searches does not necessarily mean it is high converting (in fact its usually the opposite as large volume indicates lack of commercial intent).

    But if you really want to be at the top of the page then AdWords lets you fight it out with your competitors, he with the highest AdRank for a given keyword wins the top spot.

    AdRank is a product of your keyword quality score and your max bid, they work together to determine where you lie in relation to competitors and how much you end up paying for the click.

    Obviously one of those factors is your wallet while the other is worked at by having high click through rates for the keyword because you have developed attractive ads for a sensible ad group structure leading to a relevant landing page.

    If you’re talking about the first organic listing, that’s a different matter but essentially you need a super relevant page for the keyword and some optimisation of title tags and the like. It may also require a dose of internal and external backlink authority if its in a competitive search arena.

    Hope that helps :)

    #1183037
    Colin-S
    Member
    • Total posts: 31

    Yes that’s a tough one, because if your keyword is popular/competitive then, in layman’s terms, you will need to put in the same effort as the people holding the top rankings, and then better it.

    You may not get there using identical methods, but get there you will need to.

    As to the methods available, it’s a whole topic in itself and, because it involves humans, unpublished google algorhythms, and so on, and it needs constant monitoring and refinement. You can start by looking at how your competitors have got there, and for which Geographical market – there are tools and techniques for doing this.

    Sometimes it might not be worth the effort. But then you can go looking for “long tail” keywords and custom landing pages, as is all touched on by Byron.

    And this brings you back full circle, because you can jump the queue and use ad words – but take the words of wisdom above into account because it’s much easier to get this wrong than right.

    So to your question, the cost depends on all of this, and the time taken is also related to the effort put in, and therefore the cost.

    I cant think of a really good analogy. The best I can come up with is it’s like asking how you can make your ford cortina win at “a racetrack” and how long it would take, and how much it would cost!

    Ok you can poke holes in that analogy, but you get the idea :-)

    #1183038
    Byron Trzeciak
    Member
    • Total posts: 422
    GSanders12, post: 213773, member: 40647 wrote:
    Wow, you guys have provided some golden nuggets of information for a new guy like me.. thank you!

    We have a 20% conversion rate on our website for a specific button that simply refreshes the page. Its a “interesting” product to say the least for consumers..

    Our product services multiple things so I think a landing page for every different keyword is a great idea as you guys said!

    The major question I’ve always had is.. Ok: So if theres a keyword that gets searched fairly alot.. how do I make MY website be on the first page at the top? What are the steps involved in doing this, how much would it generally cost, and how long would it take?

    20% conversion rate seems a little high to me. Without any idea of what it is it’s hard to say but refreshing the page doesn’t seem like a goal most businesses would be interested in tracking? Again, i’m not sure what your site does.

    The multiple landing pages can also benefit SEO and allow you to target both short and long tail keywords as well as provide landing pages for your advertising.

    Moz explains it well – https://moz.com/beginners-guide-to-seo/keyword-research
    – 18.5% Fat head keywords which have less keywords and much larger amount of searches – Web Design
    – 11.5% Chunky middle which have a couple of keywords and a moderate amount of searches – Web Design Services
    – 70% Long Tail which have a larger number of keywords and smaller search follow – Web Design Services Bendigo.

    More competitive at the top and less competitive towards the bottom although my example may not be the best as I presume most have a moderate level of competition in these terms.

    Again, you’d need to provide exact keywords you’re interested in for a better understanding. Some client’s with low competition can find themselves in the first page with a top 3 result purely from onsite optimisation and others might take 3 – 6 month for similar results. It’s likely for high competition it can take even longer.

    #1183039
    John Romaine
    Member
    • Total posts: 1,104

    If you have no experience with paid traffic, then forget doing it yourself. Hire an expert, or an agency. Otherwise you’re just gambling.

    #1183040
    Stephen Forde
    Member
    • Total posts: 53
    PRO, post: 213727, member: 44325 wrote:
    We now spend north of $10k a month on adwords for conveyancing. It absolutely works for us, but we did get a specialist to sort it out so that it does.

    An organic campaign on that budget would get better results. I should know, I dominate the conveyancing vertical in vic. Though with S&G dominating the serps in Brisbane they would be hard to beat.

    #1183041
    Gormandize.com.au
    Member
    • Total posts: 78

    I agree with some of the comments above. Adword can be very expensive if you don’t know what you are doing.

    I personally use an agency to do this for me. Again, you will want to choose your agency carefully. This is my 3rd one, and I’m finally happy with the work they deliver. Strangely, it is also the cheapest one at $250/month. We have a global CTR of 3-4% and some keywords have 25-50% CTR.

    The reality is, if for every $10 on adwords you make $300, why would you want to limit your budget?

    #1183042
    JamesNorquay
    Member
    • Total posts: 83

    What is your industry to begin with you could burn money. $1,000 is not a great budget I will be honest tho it could be a good starting point to “test the water”.

    #1183043
    JimmyD
    Member
    • Total posts: 23

    It’s pretty easy to work out the ROI for PPC advertising. Give it a month an assess the results. If you’re making more than your spending its worth it.

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