A click doesn’t mean a result: the effectiveness of Google advertising
Click, doesn’t mean anything Today, our material will be devoted not to the Google Map and promotion on it. But to paid advertising in search engines, in particular Google Advertising (Adwords).
Because Google is a monopolist. Google is everywhere. And the system that this company came up with to publish advertising on the Internet, works today in Yandex, Facebook, Instagram and many other places is far from ideal.
But for us, in order to be successful today. In order to get a higher result from our business than from selling pies on the market. We need to understand how this advertising works.
- What are we dealing with when we say Google?
- How much does advertising on Google cost?
- Does my business need advertising on the search network?
- Will it be rational to pay for such advertising in the future? It is the result!
After all, Google advertising is always an experiment with clicks, conversions and your funds. That is why we called this material:
“A click does not mean a result”“A click does not mean a result”
Briefly about the principles of Google advertising:
- You select the keywords by which your ad will be found. For example: “Hairdressing salon in Kyiv”, “Service station in Odessa” or “Something you do”.
- Next, you participate in the Auction with other advertisers (your competitors) for a place on the results page.
- Whoever gave Google more money for clicking on the ad gets a higher position in the search.
And when a potential client clicks on your ad → goes to your site. At this moment, you pay for this very click, the amount that you indicated at the auction.
So you pay for a click. But is a click a result?
Does it mean that when someone clicks on your ad, you get a sale?
Of course not!
After all, the client gets to your site (your presentation, offer), at the same time he can open several other offers (several sites). He may not be satisfied with the price, appearance, terms of cooperation, your name, and in general he could have clicked on the ad by accident.
Let Google advertising not be our specialization. And ours, registration, optimization and promotion of points not Google Map. Nevertheless, this area of activity is closely intertwined with Google advertising.
Especially often, we are contacted with a request to set up or advise how best, regarding Google Advertising, by those clients for whom we have completed the entire range of services on the Google map.
The client pays. He has a result. He is quite happy with it:
K: And what next? I heard about Google advertising. Can you do it?
And in each individual case, I answer:
Of course, we can do it. But, to be honest with you. You should be prepared for the fact that the result will not be justified. But this does not mean that you should not try!
By the way, we have very successful advertisers and high-level specialists in AdWords on our radar. The guys worked for such large companies as BMW, Audi, Henkel and many others.
Google advertising is always an experiment.
For a better understanding of the following text, we recommend that you read our article:
How Google Search Works in 2019
Let’s put ourselves in the shoes of different types of business owners to answer the above questions:
Let’s imagine that you are the owner of a grocery store.
Who are your customers?
All people. Of different incomes. Age. Different IQ
What do they need?
Products, prepared food, drinks, alcohol, meat, etc.
Which grocery store will people go to?
Most will go to the one nearby for regular small purchases, and there will be those who will go once a period to buy more impressive portions of goods.
But whether people will visit your store depends on you.
Presentation (appearance). Pricing policy. Quality of service.
How will these people find out about you?
Online? – Unlikely. After all, most of them live nearby anyway, and even if you have just opened, word of mouth within your neighborhood will soon spread the news that a new store has opened nearby.
However, there is a group of people, for example: tourists (passing through the city), tenants (rented an apartment temporarily or business travelers), truck drivers, passers-by – can use the Google Maps application to find your store and stop by to buy something.
But this is an “accidental purchase”. These are not regular customers. But you, as an owner, are primarily interested in regular customers. So, in order to have more such customers, you need to work in the store itself on the above-mentioned values and form an audience (community).
- Convenient discounts that housewives love to follow
- Friendly staff that creates an atmosphere of trust in the store and makes the client come back again and again
- Always fresh products
- Cleanliness in the store
- Convenient arrangement of goods
- Lighting near the store and security, if your area requires it and the client would like to feel safe or sending his child to the store
- The necessary assortment
- Ready-made food, if possible, not always modern people have time to cook for themselves
- Speed of customer service at the checkout
So, having such a store, in 90% of cases we work with our audience. So that our audience does not go to a competitor, for example, a new store, or, for example, so that such a new store does not even think about opening in the same area.
In this case, social networks or instant messengers are suitable.
After all, in a Facebook group you can, for example, post discounts on today’s fresh product and attach a photo, as well as receive feedback on the store’s work and communicate with customers.
The same process can be organized on Instagram, although with a lower degree of efficiency due to the scarcity of functionality, and in a Viber group, for example.
Google maps are also suitable for such an establishment.
Positive reviews and regular publications from the store will keep it at a fairly high level of search on the map. And thus, it will be possible to get those additional customers who will look for a store nearby (tourists, motorists, new people, all those who were written about above).
Example:
This is what happened to one of our clients, a small simple store Olga, which was located on the Khmelnitsky – Ternopil highway.
The whole point is that those who drove along this road from Ternopil, due to a sharp turn, did not have time to see that the store was around the corner, and drove past.
As soon as it was added to the map, truckers and other cars began to stop here more often. What gave +44% to map searches and people’s visits in 2017 (according to Google statistics).
- Is Google Ads suitable for such a business?
Probably not. People search for stores near their home, except by map.
- Map advertising (Google’s smart advertising campaign)?
Well, except in a big city, where a large flow of moving people are not familiar with the area.
Let’s imagine that you are the owner of a hairdresser/beauty salon.
Who are your clients?
All people. Of different incomes. Ages. Different IQs
What do they need?
Services. Haircuts, hair coloring, nails, makeup, etc.
Which beauty salon will people go to?
Men will most likely go to the one that is closest and provides the fastest service. Plus, having several hairdressers at your disposal never hurts, because you may suddenly need a haircut or shave, and your usual master may be busy all day or have a day off. And men, for the most part, do not bother much about their appearance, and therefore often choose not a specific master or place, but a free, fast, convenient one.
For women, attention to detail, quality of hair/service, price, atmosphere are important.
How do these people find out about you?
Online? – Maybe. Searching for a good new master is always a must. After all, your usual one may get sick, quit, or have a day off today. Searching for new places now mainly occurs on Google Maps, Google search, Facebook or Instagram.
In rare cases, namely, in 10% of cases, they ask acquaintances, friends, colleagues at work.
- Today, word of mouth has been replaced by Internet services.
- What is important to clients of a beauty salon?
- Convenient cumulative discount system for loyalty
- Friendly staff that creates an atmosphere of trust
- Quality of services
- Cleanliness in the salon
- Speed of service
- Modern equipment
- Interior
— What kind of advertising does such a place need?
Google advertising. It is enough to define a minimum monthly budget to be in the advertising field. Fighting for the top in such a category is pointless. Unless you have just opened and your client base is not large. It is better to evenly distribute the Google Advertising budget between the search network and Advertising on the Google Map.
Google Maps. This is always a powerful tool for attracting customers to hairdressers, beauty salons and barbershops. Search on the map of such places was 4.5% in 2019. This is a lot. Optimization of the point from Mappers GEO, high-quality photos and 360 photos will help you get new people regularly. And the promotion technology on the Google map will increase the activity of your customers and bring new ones.
Facebook & Instagram. Social networks are an important tool in working with clients for this type of services. By forming your audience in these social spaces, you can regularly remind them of yourself. Congratulate clients on their birthday, surprise them and publish promotions, thereby filling free dates in the work of your masters. Remember that FB and Instagram are 2 different audiences, 30+ and 20+. The new TikTok is gradually breaking into this flow, although it has not yet proven itself as a profitable advertising space. Especially for this type of business as a beauty salon.
In addition, it is good to launch targeted advertising on Facebook at the first stages.
Let’s imagine that you are the owner of a Travel Company
Conclusions:
Each business is unique in itself. And we are not talking about the type of business, but about the fact that each individual entrepreneur conducts his business as he sees fit, and only he knows what is best, most efficient and most convenient for him.
Someone is working on reducing prices, someone on increasing quality, and we always sacrifice something for the sake of what is necessary. Here and now. But every new action is an experiment for us.
Google advertising is also an experiment.
You invest your money, trust a setup specialist or try to figure it out yourself and waste time. And in each individual case, it is not a fact that you will get a result. Most likely, there will be clicks on your ad, well, at least that’s what Google says.
Well, and we. We offer you a method that has been tested by us and time: Google Maps.
