Do you already have a service managing Google Ads?
Things to consider:
- Is that service staffed by people with furniture retail backgrounds that understand the nuances of the furniture industry and business ownership in addition to Google Ads, or is it staffed by people who have simply taken an online course in Google Ads campaign setup?
- Does that service charge a commission on your Clicks, incentivizing them to get you to spend more?
- Do they offer account reviews via screen-sharing so you can see how your campaign is set-up and how your money is being spent?
- Are you receiving Monthly, Weekly, and/or Daily reports of campaign performance?
- Do they respond to most requests to make campaign changes within hours – even on evenings and weekends?
- Are they a certified Google Partner?
- Have you gotten a second opinion on how your account is being managed?
Do you handle Google Ads in-house?
Things to consider:
- Can the time spent managing your Google Ads be more profitable if spent doing something else?
- Does the person managing your Google Ads have time to stay current on each Google algorithm change as they occur?
- Do you get the benefit of combining best practices, Keyword selection, Negative Keyword selection, and testing strategies, from similar retailers across the country?
- Are you confident that all the hidden settings within Google Ads are properly configured and you’re not wasting money?
- Are you achieving double the industry average KPIs like Click Through Rate?
How will I know if the campaign is working?
Answer: How do you know if any of your advertising is working? With Google Ads, at least you have a measurement of the number of Clicks to your website; which is like getting a customer walking through your door since 80%+ of furniture shoppers today start their shopping online. But the best way to judge campaign effectiveness is by asking every customer “how did you find out about us” and logging every response together with their invoice amount.
What if I’m not an e-commerce business?
Answer: Because 80%+ of furniture shoppers start their shopping online (even though most still purchase in-store), it’s critical that your website is easy to find when they’re deciding which stores they’re ultimately going to visit – regardless of whether you sell online or not.
My website ranks well organically – isn’t that good enough?
Answer: Your website might rank well organically for many search terms, but it’s unlikely your website ranks well for all the possible, relevant terms someone might search for, like your competitors’ names, holiday promotions, specific items and brands, and your products in cities near your stores, etc. Plus, often, the best organic result is still more than half way down the search results page – below many of your competitors.
Why is the management fee more than the Clicks budget?
Answer: While this is rare, it does happen, and it’s a good thing. This means you’re not wasting money by budgets that are bolstered solely to align your fee with your Click spend. It’s not uncommon to pay more for a service than the component being serviced. Similar to Oil Changes costing $50 for replacing $10 of parts and oil – you could do-it-yourself for much less, but the risk of loss is significant if something is done wrong.
How do you measure Google Ads campaign success?
Answer: You measure the success of the campaign first by the number of Clicks to your website. The number of Clicks represents furniture shoppers who were actively searching for furniture and who visited your website from these ads. Some of them might have ended up on your website without the help of the ads, but most would not. Since a majority of furniture shoppers start their shopping online, getting these people to your website (instead of your competitors’) is critical.
The second measurement of success is the number of Impressions you receive. This metric represents how many furniture shoppers saw your ad when they searched on Google, whether they clicked on your ad or not. Impressions represent exposure to people who fit your ideal demographic and are actively shopping for furniture. Imagine if you could tell your newspaper to only show your newspaper ads to people who were shopping for furniture in the area you service and only if they met your Household Income and Age requirements – and that you only wanted to pay if those shoppers actually visited your store. That’s what Google Ads does with your website. Also imagine if you could position a Yellow Page ad ahead of your competitors’ ads, regardless of where your store name falls in the alphabet – and that you were only going to pay when a shopper called your store. That’s also what Google Ads does for furniture stores.
Since you only pay when someone clicks, if shoppers aren’t searching/clicking, you’re not using your full budget. It’s remarkably efficient.