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What nobody tells you about Google Ads and you should know

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What nobody tells you about Google Ads and you should know

One of the best known digital services to sell business advertising space is Google Ads. Through this, Google offers companies the ability to appear with paid messages on the results page of their search engine or on the pages of their huge bank of affiliates – which they call the display network . Thanks to this service, marketers from all over the world can deploy their promotional tactics before a very well segmented audience and potentially interested in what the business offers to the market. The logic of this Malta Phone Number List that Google set up is quickly explained in these four simple steps: (i) users trust search engine results; (ii) users always go to him when they need to purchase a product or service —or when they want to solve a specific problem—; (iii) users type in the search box a word or phrase related to their needs, and (iv) navigate between the results until they find the solution.

ZMOT , Zero Moment of Truth
Google Ads was born in October 2000 and grew a lot in 2005, when AG Lafley – President and CEO of Procter & Gamble – coined the concept of “moment of truth.” This marketing theory , known as MOT – Moment of Truth -, stated that in business relationships there are critical moments in which customers interact with brands that become decisive for decision-making. And that reasoning was the catapult that led Google Ads to stardom. When AG Lafley coined the concept, only two moments of truth were discussed. The first is what happens when the potential buyer comes across the product or service that solves their problem at the point of sale. That first moment of truth – FMOT , First Moment of Thruth – is made up of that temporary space in which the customer chooses a product or service over competitors’ offers. The Second Moment of Truth – SMOT , Second Moment of Thruth- It occurs when the customer uses the service or consumes the product. This second temporal space refers to the consumer experience, by proving in first person the quality, benefits and deficiencies of what was purchased – this is a moment of truth that happens many times, each time the customer consumes the brand. .


Then marketing theorists added a third moment of truth – TMOT , Third Moment of Thruth . According to them, after consumption there is another important milestone for business: the feedback that the consumer gives to their peers. That third moment is the space in which the client becomes a detractor or defender of the brand. In 2011, Google strategists took this marketing theory and expanded it to include what they called the zero moment of truth – ZMOT , Zero Moment of Thruth . For them, there is a moment before going to the store to buy a product in which the potential buyer is documented Forex Email List. The customer who needs something undertakes an investigation of the brands, products or services that solve their problem, and that investigation usually begins in the search engine. In other words, the search engine becomes a provider and legitimator of the solutions available in the market. Therefore, appearing in the results is a priority for businesses and this caused Google Ads to explode.

As an anecdotal note – because we cannot leave the theory incomplete, even if the latter does not contribute to the thread of this article -, a few years later, Amit Sharma, founder and CEO of Narvar, a company that provides solutions for electronic commerce, added a fifth moment to theory. The Indian businessman spoke of the real moment of truth – RMOT , Real Moment of Thruth – as a fifth temporary space of brand-customer relationship. This moment only applies to online purchases and describes the new experience gap between online shopping and the arrival of the product to the consumer. Advertising in Google Ads, the chicken that lays the golden eggs Thanks to everything that was derived from this theory, this popular advertising service became: (i) the main source of income for Alphabet Inc., the conglomerate that owns Google – according to reports, Google Ads produces more than 80% of the organization profits—; (ii) the most attractive and efficient alternative in digital advertising for companies, because most potential customers are found in the search engine and because you only pay for the clicks obtained, and (iii) a magnificent and reliable option of relevant content and of successful solutions for users because the results are extremely curated. Those three aspects transformed Google Ads into a true chicken laying the golden eggs.

But the success of Google Ads has not been the result of chance. No way. The present of the platform is the consequence of an incessant work on the part of Google engineers and strategists, who strove to transcend the classification of being a simple tool that sells advertising space, to turn it into an efficient service that markets the intention of the millions of users who – through the search engine – openly declare their wishes. The excellent results obtained by Google Ads also benefited other companies in the world; because it provided them with a good and cheap promotional tool to gain visibility in digital environments, a platform that puts the interests of the advertiser and the audiences above those of the business. Not a minor fact in a union historically dominated by decisions that benefit the channel and sacrifice those who pay for advertising and end consumers. Facts about Google Ads for context Understanding the origin and explosion of Google Ads, what follows is to document some data that is important to take ownership of the tool. The objective of sharing this data is to give them some context, show them some opportunities that are visible to all – but few use – and put a starting point for the analysis of the results:

Google Ads has revealed that between 6% and 17% of search engine users click on sponsored links. This means that advertising cannot be the only action of a company in search engines, because it would be losing more than 80% of the potential traffic of a keyword – in other words, using Google Ads cannot be the excuse for don’t do search engine optimization. The average click-through rate – CTR or click-through rate – of the ads in Google Ads is 3.16%. Now, keep in mind that the CTR is very sensitive to the business category and the keyword that triggers the ad, therefore that value should be used as a simple pattern that gives some context. In some companies, due to the volume of traffic or the number of competitors for a keyword, having 1% CTR is a great result. Google Ads ads that rank first have an average CTR of 7%. However, this cannot be the justification for over-bidding. Many times, getting out of the fight for the first position can generate a very attractive cost- CTR for the organization. The 5 elementary concepts of Google Ads that nobody warns you about Are we ready to launch into Google Ads ? No. Understanding the business, knowing its operating logic and documenting its current status is an excellent starting point, but it is necessary to know some additional elementary concepts. The idea is to avoid mistakes that can cost time or money and get closer to the successes that will support the achievement of positive and sustainable results. Here are five valuable ideas for getting your Google Ads right:

1. Google Ads is an advertising platform, not a seller
Many companies enter Google Ads hoping that the tool will solve all their product or service marketing problems. Quite an unrealistic expectation. Google Ads is not a seller for your products or services, it is a simple advertising platform that exposes your messages to those users who have a high probability of becoming your customers. Consequently, what Google Ads does is bring you closer to the user, but the responsibility for achieving the conversion will remain yours, directly or indirectly. Directly, because in many cases what happens after the click involves you – a very common situation in the service offering. And indirectly because in the other cases – those that do not have human intervention in the commercial process, such as online stores- Obtaining the result will depend on the way you planned the conversion funnel. That is, the Google Ads job ends when the click occurs. From that moment on, what happens will be your responsibility. Understanding this helps a lot, because whoever plans the promotional action will give a lot of importance to the whole process – segmentation, campaign, graphic pieces, click and conversion funnel.

2. If what you need is traffic, Google Ads is not the way
Obsessing over figures in the digital world – followers, likes , users, traffic, etc. – is the breeding ground for making many mistakes. Indiscriminate trafficking is not a valid target. In fact, it’s a pretty primitive lens for digital scenarios. Smart digital leaders never focus their advertising efforts solely on attracting any kind of traffic, because that would be a monumental waste of budget resources. Google Ads has many features that allow marketers tofocus on the appropriate population segments for the business. What you are looking for with Google Ads is not traffic, but potential buyers for your products or services. Do not allow such a powerful tool to be used for such a mediocre end.

3. Success in Google Ads can only be achieved with a meticulous plan
Designing an advertising campaign in Google Ads should be seen as a structured planning process. There are no short cuts. To succeed with the Google advertising tool, you must set objectives, create buyer persona profiles , establish a tactical schedule and select the measurement indicators. When the advertising strategy in Google Ads is focused on a specific action, directed to a particular audience, simple to implement and easy to measure, it will be closer to achievement. Companies that want to get good results in Google Ads must not only invest money, they also need to invest time and brain in planning the action to be assertive.

4. In Google Ads the objective is not the position in the search engine, but the click
Corporate leaders often fall into the trap of thinking that the end goal is to get their promotional message high on the search engine results page. And no. That is a sophism that the only thing it does is take them away from the true purpose of a good advertising plan in Google Ads: to capture as many clicks as possible on a specific keyword. Companies do not need to fight to get in the first position of the search engine, companies have to focus their attention on the competition to attract the user who is executing the search to their website — regardless of the position in the results. The ultimate goal in Google Ads is not for the ad to come out first, but to attract a quality audience for the business, an audience susceptible to conversion.

5. It is necessary to avoid that the ad in Google Ads is printed in irrelevant searches
Monopolizing the largest amount of advertising space is a very common practice in traditional marketing . The rationale there is quite primitive: the more exposure my brand, product or service has, the more likely I will be to increase consumption. Today, it has been shown that what organizations need is not to generate a lot of noise, but to be visible at the right times. New marketers now understand that efficiency is an important component of advertising, and that each space contracted, each peso invested, must generate positive returns to make the exercise profitable and sustainable over time. If there is no directly proportional relationship between investment and results, the action ofMarketing will be doomed.

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