CHAPTER 15MOFU strategy #3: Google Ads
A single Google search ruined my love affair with my favourite skincare brand. I hadn't changed my cleanser brand in years. Every time I went to replenish my cleanser, I would type it into Google, click on that brand's website and buy the cleanser.
On one particular day, I typed the brand name into Google and I saw a new Google ad appear. It was for a brand I had heard about on TikTok, so I clicked on the ad to check out their cleansers. I loved the website and the ingredients they used, so I purchased not just the cleanser, but a serum and a moisturiser as well. I never went back to my original brand.
This is why I love Google Ads. It allows small businesses to gain visibility, even amongst bigger competitors.
However, for small businesses, Google Ads are often overlooked. The setup seems complex and the management of it seems overwhelming. Many clients I've spoken to have said that it ‘just looks too hard’. They decide to spend their money on Meta ads instead.
There are hundreds of business owners who haven't yet dived into Google Ads, and it's a big missed opportunity. Ideally, at any given point in time, you have Meta ads running and Google Ads running. These two paid tactics combined will make sure you have consistent brand awareness, website traffic and conversions in your business. It is not a case of one or the other: both work together to target as many people in your market as possible. The difference between Meta ads and Google ...
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