Why Search Marketing Is A Lot Like Las Vegas
As a business owner, much of what your company does in terms of digital marketing may be outside your realm of expertise. And that’s okay so long as you have a trusted team of experts on your side – like the ones from Lift Conversions. Without that professional assistance, search marketing can be a lot like a trip to Las Vegas. Our founder has preached this perspective for years to potential clients and we felt we should share it with a wider audience because it has impact for any sized business with any ideas of spending money on Google.
Okay, let’s frame this in a simple way so that anyone can understand what we mean when we say search marketing can be like Las Vegas. To do this properly, we’re going to play out a hypothetical scenario and for that we’re going to need a cast of characters. So, let’s outline those before we get underway. They include:
- The Advertiser: This is the one spending money so this is you, the business.
- The Casino: This is all of Google’s networks including Search and Display.
- The Dealer: This is Google Ads or AdWords Express
- Assorted Gamblers: This is your competition in each auction.
Let’s Play Out This Search Marketing Hypothetical Scenario
Okay, now that we have our cast of characters – including your company as the lead – let’s look at how it works. You’re the Advertiser with your budget represented by your chips. The Casino is Google and the dealer at the table is Google Ads. When you sit down you’re joined at the table by a large group of other Assorted Gamblers. These represent your competition and they’re always present. How does a hand play out?
Well, in a traditionally managed account it begins with you placing a bid for this particular auction. Your competition does the same and the dealer decides who lands where on the search engine results page using a range of factors – not solely the bid level. But as a novice Advertiser you’re not going to know that so you’ll simply bid what you’re comfortable spending per click. At least, that’s how it should work when everything goes right, but how does automation play into it? How does AdWords Express work?
Does Automation & Express Have Control of Your Chips?
So, we’ve seen how much Google Ads is like Las Vegas in our thought experiment above, but what happens when we take you as the Advertiser out of the equation? That’s actually what you’re doing with some Smart Bidding strategies and AdWords Express. You’re setting a chip amount – your daily budget – and allowing the system to spend your money as it sees fit. Think about that for a second in terms of the scenario we’ve painted so far. You’re giving the dealer and the casino all your money and asking them to win for you. Ask yourself these questions:
- Is that really in your best interests?
- How many of the Assorted Gamblers at that table have done the same thing?
- How many antes is Google placing on behalf of your competitors?
- In those instances, who wins out and who loses?
These are all great questions and ones that only Google knows the answers to, so we’re not certain they’ll ever come to light. However, without someone to stand up and be accountable for decisions and returns it’s always going to remain a mystery.
So Why Would Anyone Give All Control Away Without Guarantees?
The answer to this one is simple. Control takes time. Control takes expertise. If you don’t have that in-house it can be costly to acquire it. That is unless you find a search marketing team with the wherewithal to handle the management for you and the experience to do it right from day one – a team like the one from Lift Conversions. We don’t take chances with our clients chips and always leave the table with more than we came to it with – that’s a fact!
So, if you’re interested in learning more about a properly managed Google Ads account, or if you have one that’s currently being directed by the dealer – Google – using full-on automation or AdWords Express then it’s time to schedule a free, no-pressure consultation with our top-rated team. You’ll get clear answers and recommendations you can use in-house or let our team implement them as part of active management. Call (773) 419-3636 or submit a contact form today!