There are ample ways to target your potential customers online, however, there are none better than the Google Search Network at finding and capturing willing buyers. Google has done a fantastic job at giving advertisers the right tools to find people searching for particular products and services, demographic targeting, and web users who have a particular liking for brands and products.
To avoid wasting budget on a month-to-month basis when using Google Ads, it's very important to have a primary KPI to focus on for your campaigns. If you have multiple goals of the same weight, your ads will not perform as wanted. Pick a primary goal, such as increasing sales (revenue), return on ad spend (ROAS), or a target cost per acquisition (CPA).
While the primary goals, mentioned above are key, secondary goals relating to brand awareness should certainly be monitored to gauge your website users' engagement. Some secondary goals can include 'New Users', 'Time on Page', and 'Bounce Rate' (although less important for highly targeted, and page-specific ads).
If you're unsure of the key performance indicators that your business should be monitoring with Google Ads, get in touch and we can help point you in the right direction.
Pay Per Click advertising can be confusing for many advertisers, and even people who have experience with Social Media advertising. There are similarities, but it does take a change in mindset to full understand the bidding for Google and Bing Ads. Read more about PPC bidding below.
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