Unlike SEO digital ads are a quick fix to getting leads driven to your business. However, they are not magic. It is still a complicated and time-consuming process that requires expertise not only in ads but also commonly requires an understanding of the industry you are trying to target.
So what exactly can you expect from your Google ads?
Your industry will often define the cost. If you are in a highly competitive industry you should expect to be paying a relatively high amount per click compared to a very niche industry. This means that for some industries it may be more affordable to invest in SEO, including obtaining quality backlinks, ensuring your website is fast and user friendly and making sure you include relevant keywords on your pages.
How do I know if I am ready to run Google ads?
If your website is perfect then running Google ads will inevitably help boost conversions however many companies make the mistake of running ads to a poorly built or hard to use the site. This means that when they drive paid traffic to their site nothing happens as the user leaves before the page loads or they simply can't work out how to use the service. If you are running Google ads it is a great idea to use a tool like Insight Ten to monitor how users interact with your site and find issues that need to be resolved.
How will my industry affect my conversion rates?
Depending on what you are selling the results you can expect will vary greatly. For instance, if you are selling a service that is a long term investment for someone, then it is likely that they will not convert immediately but rather take time considering their options before possibly returning to you and converting. If you are selling a small product that does not require much thought then you can expect an immediate increase in conversions. Anything in-between these two extremes will be shaped by the unique qualities of your service.
In short, Google ads are complex, returns vary by industry as do costs. When starting Google ads go in with minimal expectations, take the time to use the data to guide your decisions and take into account the cost to acquire each customer.