Google Ads is one of the most popular advertising platforms for small and medium-sized businesses and is used successfully to promote health and wellness type businesses. You can target customers based on their locations, search queries, and interests.
You can also set up multiple types of campaigns on the platform to reach your target audience on Google, YouTube and across the web.
There are 3 main types of Google Ads campaigns suitable for service based health and wellness businesses:
Search Ads
Display ads (incl. remarketing)
Video ads (YouTube)
Here’s a breakdown of each, plus tips on how to use each.
Search ads – The most popular Google Ads campaign type
The most popular type of Google Ads campaign is the search ad. These are text ads that appear at the top of the search results page (these are called “top-of-page” ads). They may also appear in other locations on the search results page, such as above or below organic listings, as well as at the top of Google Maps results pages (known as local pack).
An example of a search result page ad
These ads may appear on Google’s search engine results pages (SERPs), as well as when users perform related searches on Google’s mobile app or mobile web browser. A search engine result listing could also show an image ad if someone types in “luxury spa resort Greece”.
An example of a search result page ad on mobile with an image
The benefits of a search ad:
In this type of campaign, you only have to choose your keywords and text, no images or creatives are needed.
Ideal for lead generation and product sales with long sales cycles.
There are many possibilities when it comes to segmenting your campaigns.
Display (remarketing) ads – Ideal for raising awareness and generating leads
Display campaigns are perfect for drawing attention to your products or services by displaying images and banners, and are also ideal for remarketing campaigns.
Search ads are text-based and allow you to target specific keywords, while Display ads are image-based and allow you to target people who may be interested in your products but aren’t actively looking for them.
Here’s an example of a display ad
Display campaigns are usually visible when you browse your favourite websites. You may also see them in your Gmail account, apps, or videos.
The benefits of a display ad:
Every day, the majority of internet consumption revolves around the display network: apps, news, blogs, etc. As a result, with this campaign type, you can use the fact that people are normally consuming content to influence them later with your campaigns.
You have a variety of targeting options, so you can appear in placements that are most relevant to you in order to increase interaction with your ad. This allows you to concentrate on the placements that will result in more conversions.
You can evaluate the effectiveness of your campaign and determine what steps to take to improve it. By creating graphic or video ads, you can assess the effectiveness of any component, such as the message, animation, or even text.
They are very potent for remarketing campaigns because they allow you to personalise the message and images, allowing you to re-engage those who have previously visited your website and encourage them to return, increasing the conversion rate.
Video ads (Youtube) – Ideal for raising brand and service awareness
A picture is worth a thousand words…so imagine what you can say in a video!
YouTube video campaigns allow you to grasp the users’ attention and show your services and offers in detail, increasing brand awareness.
Because YouTube is owned by Google and functions similarly to a search engine–albeit for videos–you can target your potential customers on YouTube based on what they are watching. You have a large audience to target with over 2 billion users worldwide!
Your video ad campaigns appear before, during, and after YouTube videos, as well as in search results.
Here’s an example of a software ad that pops up before another video
Video Ads are best used for getting your service and offer in front of a relevant audience.
The benefits of a video ad are:
Youtube is the world’s most popular video platform and the second most visited website, with an average of 21 minutes and 10 seconds per user per day.
To find the audience you’re looking for, you have several segmentation options.
A broad range of advertising formats are available.
You can control the number of daily impacts a user receives through the Google Ads platform, ensuring that your campaign does not result in ad fatigue among your target audience.
Ideal for Top of Funnel strategies because of guaranteed views.
With video ads, you can use demographic targeting to connect with your ideal audiences based on age, gender, and interests.
In-stream video ads show for 5 seconds before people can switch to their intended video or if you have managed to capture them they can watch the ad for its entire duration. Even 5 seconds is plenty of time to convey your message.
Use this ad format in combination with display advertising for maximum impact.
When should you use each ad type in your overall Google Ads strategy?
Here’s the familiar marketing funnel. Google Display Ads are ideal for the awareness stage and the Search Ads work best towards the bottom of the funnel to get the user to convert.
TAKEAWAY:
Choosing the right type of campaign is essential to your success with Google Ads. Without the right strategy, how can you expect to get the clicks, leads, and customers that you need? Google Ads offers plenty of options, so it can be a challenge to select the right one. But if you keep these insights in mind, you’ll have a head start when setting up your campaign.
I frequently hear this from my students and clients. I also used to feel this way.
When I was first starting out in digital marketing I had just moved from South Africa to Spain. I had sold my brick and mortar business in South Africa and as soon as I landed in Spain I was looking for a job.
I landed a great assistant marketing job in a busy little marketing agency. The thought of working on other businesses marketing was exciting for me!
I felt I was in the right place at the right time…the world of digital marketing was exploding and I was at the front lines. So I took this as my chance and dedicated myself to learning absolutely everything there was about this industry, reading and taking online courses after work in my own time. It was in this marketing agency that I discovered online advertising and the thrill of it.
I initially started using Facebook Ads to promote client businesses, it was relatively simple and in a very short amount of time I got great results.
Now, Google Ads on the other hand, was a different kettle of fish. I was intimidated by the technicality of it…all this data!Would I be able to interpret it? Understand it? If I didn’t I could end up costing our clients a LOT of money!
Discovering Google Ads
It could have been because of my age (I think I was 28 at the time), my nature or another non-visible driving force that encouraged me to see Google Ads as a challenge I wanted to overcome and master.
When I initially opened a Google Ads account, it seemed easy enough…Google Ads walked me through the setup step by step. But when I reached the dashboard, it was a maze. At that time, Google Ads was Google Adwords and their interface was so 1990 looking!
Not user-friendly AT ALL!
They have improved hugely based on user feedback and the fact they want it to seem so easy but there is still plenty of room for improvement.
So…the next step was to set up a campaign, do the keyword research, write the ads and get it live. The steps are similar to running ads on Facebook. Setup the Campaign, Audience and Ads and voilá…However, I must admit it is much more complicated…especially when you are just starting out.
That is why I have made it my business to simplify Google Ads for clients, Facebook Advertisers who want to add Google Ads to their arsenal of advertising platforms and fellow freelancers who are just starting out.
If you want to see if Google Ads is something you want to pursue…or if you have your own business and want to hire someone to run the Google Ads for you, I have created a FREE 7 day Google Ads mini-courseto give you a taste.
I encourage you to give it a go and would love your feedback and answer any questions you may have.
2018 was a massive year for PPC Advertising (Pay Per Click) Google AdWords rebranded into Google Ads, the worldwide roll out of the new Google Ads interface and the launch of loads of new campaign types, extensions, ad types, targeting and tools.
If you are in the PPC game what trends should you watch out for in 2019 and what should you be focusing on to stay ahead of the competition?
1. Ads
What message you are showing to the users is one of the most important elements of your Google Ads campaign.
With the introduction of extended ads, you now have 3 possible title fields and 2 longer description fields. Should you use all of the fields? Should you use RSAs (Responsive Search Ads) so your ad adapts to each size screen?
At the end of the day focus on the message and the cohesion of your ad. Think about offering the solution to the searcher’s problem as clearly as possible. If using all the fields to make it obvious to the user that your company will help them, then absolutely use the space you are given! It does not cost anything extra.
But make sure that the actual message makes sense! So many times, I have seen ads that just have words squashed together in order to fit as many keywords in as possible.
And don’t forget to use ad extensions…they increase the visibility of your ads over your competition’s and gives the user more information to convince them that your company can help them resulting in higher quality traffic to your landing page.
2. Remarketing
The nature of remarketing – showing relevant ads to users that already have had contact with your brand results in much higher click through rates and conversion rates.
The fact that they already know your company, has already broken the ice and they will feel more inclined to go back to you as opposed to a competitor.
Don’t forget though, that for this to work you need to show them the right message that is relevant to them at their stage of the buying funnel.
3. Videos
When it comes to strategizing your digital marketing for 2019 it is imperative you incorporate video.
Videos are social and social is gaining its place in the search engine result pages (SERPs). It has emerged as the number one type of mobile content which explains the latest Google Ads update of video vertical ads.
Be it you create short videos, or you use YouTube as your targeting, showing up on video is amazing for building your brand and getting your message across.
4. Branding
PPC has a reputation of focusing purely on ROI (Return On Investment) however, building your brand will play a massive role in 2019.
At the end of the day, marketing is not just about ROI but also about building brand loyalty and awareness. Using YouTube, Display Ads, as well as keeping lower performing generic keywords running will shift your focus of making every click profitable to looking at the longer term strategy of brand affinity and loyalty.
5. Attribution
We do not live in a world where a user will just search on their desktop computer, see an ad and make a purchase. It very rarely is that simple. Nowadays, users search on their mobile, their tablet, desktop computer, watch a video on YouTube etc…as advertisers we need to show up on their journey, engage with them at the different touch points to gently nudge them down the funnel and produce a conversion.
The reporting and measurement of the cross device advertising strategies and to which platform the conversion is attributed/credited is not straightforward.
That is why 2019 will see a focus investment in reporting, attribution and higher pressure on marketers to connect the dots across the channels and devices as it relates to results.
Each business is different and choosing which attribution model to use to measure the cross platform campaigns is reliant on monitoring and adjusting to find the model that fits that particular business.
According to Wesley MacLaggan, SVP of Marketing at Marin Software:
“As the worlds of search, social and ecommerce blend together, marketers will need a complete view of the entire customer journey, so they have a more accurate understanding of campaign performance and attribution and can allocate PPC budget accordingly.”
There is no doubt in my mind that 2019 that we will experience many unknowns. We know that there will be updates in ad types, reporting, tools etc… but we just don’t know what they will be exactly.
We need to be able to stay up to date and adapt but always look at how the update can be used to enhance the user’s experience to ultimately connect with your brand and convert.
You have probably heard by now that Google Ads (previously known as Google AdWords) is one of the biggest Pay Per Click networks available. It is used by the really big companies that have thousands if not millions of budget but also many local small businesses use it effectively as well.
If you are just starting out or thinking about using Google Ads for your business, you are probably asking yourself “is Google Ads worth it?”.
The answer: It depends but, in most cases, YES!
Let’s explore what makes Google Ads so powerful and how you can benefit from having it as part of your advertising strategy and in which case it would not be worth it.
1. Google Ads Gives You Quick Results
When you use Google Ads, the results are pretty much instant. Once you have spent the time setting up the campaign, it is approved, and you go live you can start receiving traffic within minutes.
Because you are showing your ad to searchers who then click on the ad and visit your site, you reach users you might not have reached in the past. These could potentially contact you (a lead) or buy something on your site.
If you compare it to SEO (Search Engine Optimisation) it can take months to really start seeing results. So, whilst you are working on your SEO tasks such as content creation via blogs, videos etc… you can start showing your ads to your potential clients and get results quicker.
2. Google Ads Has Nearly Infinite Potential
You can start off small with both the number of keywords you are bidding on, audiences as well as budget.
There are millions of keywords available to bid on and every day there are new ones. Once you go live with a campaign with a set list of keywords, you can keep adding new ones to increase your traffic.
Then, once you have a profitable Google Ads campaign, you can increase your maximum daily limit to increase the number of clicks and traffic.
3. Google Ads Has Amazing Analytics Data
Google gives you so much data, you can use this information to see how your campaigns are performing and if Google Ads recommends you make any changes. You can see information about the average cost per click, advert position, conversion rate and quality score and so much more.
With this data and analytics readily available, you can then make informed decisions as to where is the best place to spend your money and if it is worth it for your business. For example, if you have a very high converting keyword, then it would be advisable to increase your spend for that particular keyword.
4. Stop Running Your Google Ads Campaigns At Any Time
The great thing about Google Ads, is that if you find your campaign is not giving you the results you want, you can stop it at any time. You are not locked in for months, forced to carry on with your campaigns. There are no contracts or fixed terms. If you sign up for an SEO 6 month contract and don’t see results after 3 months, you will still need to keep paying until your contract is up. This can be a big waste of money.
Google Ads gives you the flexibility and ability to control your finances.
5. Beat Your Competition With Google Ads
We don’t operate in a bubble. There are always competitors no matter what industry you are in and they are constantly trying to steal your traffic.
Google Ads gives you a not so secret weapon to give you an advantage. If your competition is focusing heavily on SEO to get to position 1 on Google, then you can easily jump in front of them using Google Ads.
If your competitors are already using Google Ads you can out bid them with a bigger budget, more persuasive ads or better campaign in general. By outbidding your competitors, you can essentially steal their traffic and direct them to your website.
Is Google Ads Worth The Money?
The benefits all sound great but at the end of the day, it depends on two factors.
Firstly, there is what you pay for having the ad on Google. It is pretty simple…you pay per click – this means you pay ONLY when people click on your ads. You are constantly bidding against other advertisers in the Google auction.
Secondly, it depends on what happens after the user clicks on the ad. When they land on your website and they then convert (turn into a lead or a sale) and if that conversion is worth more at the end of the process (including all costs) then absolutely, advertising on Google is worth it.
If it costs you more than you are making, then it is simply not worth the money.
But how do you know if you haven’t tried it before?
Take the risk and try it…because if you don’t you could be missing out on sales, leads and hindering the growth and success of your business.
Using The Power Of Google Ads To Sell Out A Yoga Retreat Within 1 Month
The Client
LuxurYoga runs all-inclusive Mediterranean yoga retreats in an exclusive villa in Alicante, Spain. As well as many outdoor and indoor yoga spaces, their exclusive villa has a spa, gym, swimming pool and tennis court, as well as many other amenities.
There is no other business like them in Spain. Their aim is to be inclusive so their guests can spend more time relaxing and less time worrying.
LuxurYoga provides all equipment on site, from yoga mats and water bottles to towels. They also include two organic, vegan based meals and snacks throughout the day, as well as water, juices and teas.
The aim is to provide you with the opportunity to deepen your yoga practice while relaxing in a hassle-free, beautiful environment.
What LuxurYoga Retreats needed
Trinidad from LuxurYoga came to me needing urgent help. She needed to fill up her luxury yoga retreats in July, August and September. So far, she had been going at it alone. She was a solo entrepreneur in need of a dedicated digital marketer and “partner in crime”.
I myself, being a fellow yogi and digital marketer couldn’t wait to help her fill her retreats with bookings.
Unfortunately, she had been working together with another “agency” for a month and had received no bookings whatsoever. As it was already the end of June, urgency was an understatement.
On my initial discovery call with Trinidad, I had to investigate further to discover where exactly things were going wrong. Upon a quick look into how her campaigns were performing I was saddened, shocked and a little mad to see such a poorly constructed account.
I was no longer surprised that there had been no bookings for her luxury yoga retreats – the picture was becoming clearer, as was the cause of Trinidad’s unsuccessful marketing efforts.
Trinidad was wasting her money on keywords that were not targeting the right market – her ideal market. It was a big call to make, but I advised her right then and there to stop running all the campaigns. Although it was so close to her yoga retreats, this was the only way I could see to minimise the waste in expenditure.
We had an instant connection. We were both looking forward to working together to fill her luxury, all-inclusive yoga retreats with bookings. I genuinely felt I could help her but we needed to move fast so we could get the bookings in for the summer season.
What did LuxurYoga Retreats sign up for?
I became LuxurYoga’s online marketing consultant and manager.
I took on the responsibility for the implementation of the agreed digital marketing strategy which included the following:
Google Ads
Facebook Ads
Google Analytics
Social Media Marketing
Graphic Design
And much more.
Aside from the digital marketing deliverables, I was able to help Trinidad with:
Peace of mind that she did not need to navigate the ever-changing environment of online marketing with new algorithms, interfaces and trends.
Less stress as she felt confident that I was part of her team with her business’ best intentions at heart.
Being her advocate by recommending and implementing the best strategies that brought in the results needed.
Confidence that she could focus her attention on running her business.
Being a colleague to discuss and bounce ideas off. Trinidad no longer had to work in isolation. This helped her become clearer about her vision, direction for her business and reignited the fire within you once again to drive her business to success!
Sometimes the abstract and intangible benefits you get from working with someone are the biggest benefits.
The Solution
The first step with any successful marketing campaign is good, solid research.
I researched Trinidad’s target market as well as her competitors to see what they were doing and how we needed to compete. I also researched relevant keywords for Trinidad’s industry and market for the Google Ads campaign.
The next step was to set up the Google Search campaign including the ad copy. We had a goal in mind so we set this up in Google Analytics and were also able to track conversions this time!
Once the ads were live, I continually split test the ads so we were able to fine tune them for the best conversions. We also optimized her website for increased conversions.
Outcome
Trinidad now has a fully optimised campaign that was targeting the right market.
Here is the Google Analytics data showing the traffic, clicks and conversions of the Google Search Campaign for the month of July 2018:
This resulted in 2 sold out yoga retreats in August, just one month after the campaign went live!
“I have had a positive experience working with Tiffany. I have received many enquiries and bookings for our Luxury Yoga Retreats as well as a huge improvement in the overall look and functionality of our social media and website. It’s been a huge change and relief!
Knowing that I have another woman with a similar attitude and work ethic as me and someone who understands my business and my feedback is invaluable. Because of Tiffany’s in-depth understanding of my needs and business as well as her vast knowledge, she can translate my ideas into reality. She comes up with great suggestions and with her magic touch, we now look more polished and professional online.
It’s safe to say that Trinidad is over the moon with these results.
If you’re experiencing similar issues to Trinidad within your business, let’s connect and see what we can do to create a personalised marketing strategy for your business.
Elevate your health and wellness business without burning out on marketing.
