Google is the go-to destination for digital marketing, and its matrix of paid and organic opportunities is constantly changing. At its core, Google’s goal is to give people what they are looking for, and the company frequently changes how search and advertising work to meet that objective.
That’s great for consumers, but it creates challenges for business owners and marketers. Should you focus on organic search results, paid search results, display advertising, or Google LSA? What about Performance Max and Target CPA strategies?
While Google is a valuable source of recommendations, it’s crucial to remember that its primary goal is to generate revenue. This means their suggestions may not always align with your best interests. Therefore, it’s essential to consider other factors when making advertising decisions.
For example, Performance Max sounds like a great program, but it has limited benefits for service-based businesses.
On the other hand, Google Local Search Advertising (LSA) is a very good option for many service businesses, provided they can quickly respond to leads and use Google’s system to track their outcomes. But if you don’t know the importance of managing leads in the LSA dashboard, you will miss out or miss leads. LSA behaves more like Angi Leads than search-based ads.
Determining which Google ads are right for your business requires an understanding of the ad options, your business processes, and your sales approach. Since the platform changes constantly, it’s easy to spend a lot of money (and time) quickly with subpar results.
Our recommendation? Hire a team with dedicated Google experts and experience to work on your account. Share your lead and sales processes so they can help match the program that will work best for your business. Meet with the team regularly to review the results, and be cautious with recommendations from a Google rep or the system.
If you’re not sure which Google platform—if any—is right for your business, contact the team at R2R Marketing, and let’s discuss your goals.
