As children we’re taught that honest is the best policy. This is a mantra that we at Ruth Lemon Consulting hold close to our hearts while we build ad campaigns for our clients. When it comes to Google Ads or any promotion of your business online (from website content to social media posts), it is vital that your content reflects an honest portrayal of your business. Here’s why we believe that honest ads are the best policy.
Honest Ads Are More Profitable
Google Ads are a Pay Per Click (PPC) format. That means you don’t pay until someone clicks on your ad. But once they click (on any part of the ad real estate, including the extensions), Google charges your account, even if that user doesn’t wait for your website to load. Top tip: get your landing page running as fast as possible to minimise wait time! Beyond this, however, if a business is paying for each click, it is the role of the advert and the advertiser to increase the chance of that user being a viable prospect. Because we all know a website visitor doesn’t automatically lead to a sale.
When working with high ticket items, we usually include the price in the ad text itself as part of our honesty policy. For example, if we’re running ads for the manufacturers of grand pianos which start from £25,000, we don’t want a click from someone who is searching for a second hand upright piano for a village hall with a budget of £250. Now, there are several ways to build your campaign minimise the chance of this irrelevant Google user seeing our ads, specifically using closely targeted keywords and adding in negative keywords, but there is also a safety net which can be added – the price. Large numbers will immediately put off people who have a lower budget as they recognise that the product is not something they can afford. Instead of clicking on your ad, therefore, they’ll keep scrolling. Being upfront and honest about pricing saves money and drives only people who have an appropriate budget to the landing page.
Dishonest Ads Are Against The Rules
Google monitors its advertisers closely. At its most basic level, the keywords and ad should match up with the landing page. If the keywords are targeting lawn mowers, the ad talks about commercial farm machinery and the landing page is selling tomato seeds, Google will pick up on this mismatch and stop running the ads. Why? Because Google is a business too. Its customers are its searchers and Google prides itself on delivering relevant, valuable and trustworthy results every time someone types in a query. That’s why Google is the most used search engine in the world. So if Google identifies that your ad relevancy score dips, its algorithms are likely to scan your landing page and see if there’s a problem. There should be a clear, logical path between the keyword you’re targeting, to the query entered into Google, to the advert shown, to the landing page where the Google user could land. If there isn’t, your campaign is not set up correctly.
Beyond Google’s rules, Ruth Lemon Consulting considers it unethical to include anything in the ad content which is not true. Claims of grand discounts or free shipping are used by some unethical advertisers to lure consumers onto the site in the hope that they’ll buy something anyway, despite not being delivered what was promised. We don’t work that way. And we don’t think any reputable business should. Your business has its UPS, it has selling points; shout about them and celebrate what makes you different but don’t make things up just to trick people into visiting your website. A relationship founded on dishonesty is never going to blossom.
We’re honest with you
Google Ads are not right for everyone. And that’s ok; there are plenty of other advertising channels out there. If we don’t think Google Ads will work for you, we’ll tell you. It would be a waste of our time and your money to build and run a campaign which had no chance of success. That’s why we always have a discovery call with our clients to learn more about their business, their advertising aims and the marketing history. With this information, we’re able to make a decision about the viability of Google Ads. If Google Ads won’t work for you, we’ll be honest about it.
If you want to find out if Google Ads are right for you, get in touch with Ruth Lemon Consulting today. With experience across a range of industries, we know what works and what doesn’t work when it comes Google Ads