Questions To Ask Before Starting Google Ads

Can you confidently hit the "publish" button on your upcoming Google Ads campaign?

But, before you proceed, just hold on for a moment!

There's a crucial step you shouldn't skip.

Take a moment to ask yourself these fundamental questions:

• Why are you investing money in Google Ads?
• What is the purpose of this campaign?
• What does success look like?

The reason these questions are so important is that many people either set unrealistic goals for what they expect to achieve from Google Ads or simply don't take the time to think about and plan why they are truly running a Google Ads campaign in the first place.

So, in this article, we're going to break down these questions to help you achieve more success with Google Ads for your business.

1. Why are you spending money on Google Ads?

And the answer should not be because everyone else is!

Before I take on a new client or start a new set of campaigns for my own business, I ask myself this question. The reason for doing so is to gain clarity on the motivations behind these Google Ads campaigns.

If the answer is something like "my business is failing and I need sales fast," in most cases, the issue is much bigger than just Google Ads. Starting a Google Ads campaign will NOT fix all those problems and "save" your business.

You need to remember that, in most cases, Google Ads magnify and amplify your current results.

So, if your company is currently losing money, adding the extra cost of Google Ads will likely magnify this result and lead to more financial loss.

However, if your business is generating some sales or leads, starting Google Ads could be the best decision ever, as it has the potential to increase the number of sales or leads you receive.

Thus, it's crucial to ensure that you're initiating a Google Ads campaign for the right reasons.

👉 Why EVERY Business Owner Needs To Understand Google Ads

That now brings us to the 2nd question which is…

2. What is the purpose of this campaign?

This question may appear similar to the first one, but it's more practical. It involves breaking down the specific actions you aim to elicit from those who see your ads.

The importance of this question lies in how it shapes:

• The types of campaigns you'll use
• The ad copy and images you'll employ
• The target audiences you'll focus on
• The offers you'll promote
• The design of your landing pages

Let's explore some examples:

If you're a service-based business seeking more phone inquiries, your emphasis would be on search and call-focused ads. These ads would convey messages like "Give your team a call now for a rapid response" or "Quick solutions, just a call away."

Alternatively, if you're in the same service-based realm but targeting larger, high-value projects, you might opt for Performance Max campaigns or a mix of search and display campaigns. This approach ensures that your ads reach users multiple times with varying information bits.

The distinction lies in the first scenario's urgency – going after users with pressing needs – and the second's consistent reminders for services that are important but less time-sensitive.

Or, shifting to an eCommerce context...

For established brands with products in niche markets and high demand, the focus could be on Performance Max campaigns, allocating more budget to new customers. In addition to sales, the desired conversion actions might involve gaining more email sign-ups or app downloads, enabling subsequent marketing through email and app promotions.

On the other hand, if you're introducing a new product with minimal search traffic, Discovery & Video campaigns might take the lead, supplemented by shopping or Performance Max campaigns targeting any completed search traffic.

When you answer this question, delve into the foundational goals of your campaigns. This understanding will guide you toward the most suitable campaign types, ads, and offers.

Finally, the last question we need to address...

3. What does success look like?

This question is pivotal because if you're introducing a new product with little search traffic, be prepared to wait up to 6 months before you witness significant progress.

Similarly, in a highly competitive market, breaking even within the first 2 months might precede improving your ROAS (Return on Ad Spend) or customer acquisition costs.

This final question often trips up many freelancers and digital agencies. Focusing too much on acquiring clients at any cost can lead to neglecting realistic goal-setting and expectations. Without this critical step, both you and your client are poised for potential failure.