- [Instructor] Google Ads is exciting.
It's an accessible platform.
It works in near real time,
and it's an opportunity
to generate immediate exposure for your company.
But it's very likely you're not going to get
an amazing result with your first step up to the plate.
Every business is unique.
So there isn't a one-size-fits-all approach.
Successful Google Ads campaigns require persistence.
You have to spend money, look at the data,
refine your campaign, spend more money.
Look at the data again, and repeat this process.
In fact, your first month might be incredibly frustrating.
You might see lackluster clicks,
no phone calls, meager sales.
And you're going to be looking
at your Google Ads dashboard, questioning everything.
The good news is, you're not alone.
As a career marketer, I too encountered this same struggle
with almost any new campaign I launched.
So my goal is to help you set some realistic expectations
so you're on the path to success.
And so you'll know when to keep on pushing forward,
despite the nagging feeling
that you need to throw the towel in.
Now, a typical Google Ads campaign
will hit its stride in about three months, and here's why.
In month one, we're making educated guesses
and collecting data.
You'll launch your campaigns,
and then you'll start asking all sorts of questions.
How's my click-through rate?
What about the bid price?
Are we running out of money?
Are we not spending all of our money?
You'll be making changes and reviewing the performance
to better understand your specific market.
And it's very common to lose money
in the first month of advertising.
There isn't a special software program,
a secret book, or a crystal ball
that can tell you what's going to work for you.
It's all about making educated guesses,
and being savvy with how you're interpreting the data.
Now in month two, you should be seeing improvements.
By now, you have several weeks of data
and a handful of tests under your sleeve.
By being active in your dashboard, milling over your data,
and being sensitive to what changes you've made,
it's very likely that you'll feel a lot more aware
of your market and what's working.
And this is why you need to be patient with Google Ads.
If you spend money and don't wait long enough,
you might pull the plug
just before things start to transition.
Let that data sink in.
And in month two, you can start closing the gap.
Now, perhaps your goal was to drive traffic.
And by month two, you've dialed that in,
but the traffic is too expensive.
Well, now you're at least aware that you can get traffic.
So this month will be about making changes
to slowly dial in that perfect price.
That might mean pausing keywords, lowering bids,
changing your ad copy,
testing different landing pages, and so on.
Now you'll want to continue reviewing that data
in Google Analytics, and be persistent
in recognizing your target audience's trends and behaviors.
It's usually around the third month
that you'll really see a return on investment.
With the data, the tweaks, and the attention
you've been giving your audience,
things typically fall into place.
And from here, it's all about scaling
and creating larger KPIs.
Now whether you're going to spend $100 or $10,000,
the process is very much the same.
Decide what you're willing to spend
to get the knowledge that you need.