You don't need to run Google Ads.
There. I said it.
You weren't expecting that from someone who makes a living by showing business owners and marketers how to use Google Ads effectively, did ya?
Putting all of your eggs in one basket leaves you vulnerable. Just ask this business owner who runs an online store selling fitness products. We'll call him Henry.
Henry booked a coaching call with me to review his Google Ads account together. He was self-taught, and wanted a professional second opinion on his campaigns, since he was getting a lot of traffic but few conversions.
You'll hear more about Henry's Google Ads challenges (and solutions) in future issues, but today we're focusing on one of Henry's problems that he didn't know he had:
Google Ads were driving 75% of his website traffic.
This made his business vulnerable to any fluctuations in the Google Ads landscape. And we know that the Google Ads landscape is FULL of fluctuations, like CPC inflation, increasing automation, feature deprecations, and on and on.
So even though Henry had booked a Google Ads coaching call, one of my key recommendations to him was to diversify his marketing efforts. Specifically, I recommended looking into building or buying expertise in SEO, social media marketing and email marketing - three key channels he had not yet explored in his business.
By expanding his marketing mix beyond paid ads, Henry can create a more stable and sustainable marketing strategy. Plus, all of these marketing channels will improve the ROI of Henry's Google Ads - a win, win, win.
How do you know if you're over-reliant on Google Ads, like Henry? Check your Google Analytics Acquisition report, and if more than 50% of your traffic is coming from Google Ads, you may want to invest (time, money, both) in complementary marketing channels.
Here's what you can do to diversify your marketing mix, like Henry:
- Explore email marketing: Build an email list and nurture your subscribers with valuable content. Hmm... kind of like what's happening right here? How meta!
- Engage on social media: Connect with your audience by creating content that gets your ideal customer to Know, Like and Trust you.
- Invest in SEO: Improve your website's organic visibility to attract search traffic for free. I always say that running Google Ads is like renting a house, SEO is like owning your home. If you want to truly own your business future, then start building your own online home.
💎 A Gem from Jyll
Google Ads shouldn't account for more than 50% of your sales. If it does, you need to diversify.
Don't put all your eggs in one basket. Book a coaching call with me, and let's build a sustainable marketing strategy for your business.
One more thing...
You're invited! I'm going live on YouTube and LinkedIn TODAY to host PPC Zone: In PPC We Trust. Join Abby Nelson, Andy Cooney, Ameet Khabra and I to learn about Google Ads in healthcare, ad hijacking, and transparency & accountability with AI. We'll be taking your questions at a live panel following the presentations.
Can't make it live? Catch the PPC Zone December 2024 replay.
PPC Zone is exclusively sponsored by Optmyzr.