Google Ads is the most effective form of PPC (pay per click) advertising on the planet.
Think about it:
The term “Google” has become so synonymous with “answer.”
We’re been trained to turn to Google with every question we have. And Google is so much more than a search engine, it is also YouTube, email, apps (like Google Calendar), Google Maps, and Android.
…And, Google collects information about us all, and can therefore predict intent—which means Google can put somebody who’s willing to buy your product in front of your ad (sometimes before the user even knows they want to buy).
In fact, 67% of all high commercial intent keyphrases go to a paid ad.
When someone wants to buy, two out of three(!) of those Google searches result in clicking on an ad.
That tells us that when people are in the learning phase of the buying process, they go for organic search results.
But when they are ready to buy—customers click the ads.
Is Google Ads Right for Your Business?
One more thing before we go any further:
While Google Ads is the most effective marketing platform on the planet, it isn’t right for everyone.
It takes time to build, launch, and optimize campaigns—and ultimately, see results.
That means you need to have realistic expectations. Here are seven quick questions to consider first:
Are you ready to commit? It typically takes about 90 days to determine if there’s potential for a predictable, scalable growth schedule.
Can you afford the cost to get the ball rolling? You’ll want to spend at least $1,000-$1,500 per month at the bare minimum; but I recommend starting at a $2000 minimum.
What are your business goals? Ask yourself:
Do I know my close rates?
Do I know how many leads I need to make a sale?
Do I know how many leads each month I need to make a profit?
By establishing your specific goals, you can determine if you can successfully run a Google Ads campaign in the long-term.
How is the quality and speed of your website? Your website should be:
Easy to use
Can you handle an influx of traffic?
Are you going to answer your phone when customers call?
Will people call you directly, or will you have a sales team that’s trained and ready to take calls?
Are you fully stocked and ready to ship?
Can you accurately forecast how much product you need?
What is your audience size and location? If you’re local and rural—with only a handful of people nearby—your audience size might be too small. In this case, Google Ads probably doesn’t make sense for your business.
Are you ready to be competitive? Make sure your ad spend is competitive enough to get enough clicks; Otherwise, Google Ads won’t work in your favor.
How Google Ads Works Inside The Google Network
In order to be successful with Google Ads (or any marketing platform), it’s important to understand how the entire network functions.
Now, we tend to think of Google as the search engine, right?
Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.
In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.
“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”
Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.
There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.
Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.
The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.
“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”
Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.
Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.
While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.
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About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.