Myths and realities of Google Ads

by Moises Hamui July 11, 2023

Google Ads is one of the most popular online advertising platforms used by millions of businesses around the world. However, there are also many myths and confusions about how it works and what benefits it offers.

In this article, we're going to debunk some of the most common myths about Google Ads and explain the facts you need to know to get the most out of this tool for your business.

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Introduction: what are Google Ads and how they work

Google Ads is Google's pay-per-click (PPC) advertising service, which allows you to create and display ads in Google search results, on its network of partner sites (such as YouTube or Gmail) and in mobile applications.

The goal of Google Ads is to help you drive more traffic, customers, and sales to your website by offering you different ad options and formats based on your goals and budget.

To use Google Ads, you need to create an account and set up a campaign, where you define things like ad type, keywords, target audience, geographic location, daily budget, duration, and tracking.

Every time someone clicks on your ad, you are charged a certain amount, which depends on the competition and relevance of your ad. This system is known as an auction, where advertisers bid to appear in the top positions.

Google Ads has many advantages for online businesses, such as the ability to reach a large audience, accurately segment your audience, measure the performance of your campaigns, control your spend, and optimize your results.

However, you also have to take into account some realities that disprove some myths about Google Ads.

Myth 1: Google Ads influences organic positioning

One of the most widespread myths about Google Ads is that using this platform improves the organic or natural positioning of your website in Google search results.

In other words, by paying to appear in the first places, the ranking of your page in the free results is also favored.

Reality 1: Google Ads and SEO are independent and complementary

The reality is that Google Ads and SEO are two different and independent strategies, which do not affect each other. Google's algorithm that determines the order of organic results does not take into account whether or not you use Google Ads, nor does it take into account the budget or performance of your campaigns.

The only thing that matters is the quality and relevance factors of your website for users.

This means that using Google Ads does not guarantee you a better organic position, nor does it harm you if you do not use it. However, this does not mean that Google Ads and SEO are incompatible or exclusive . On the contrary, these are two complementary strategies that can boost your results if you combine them properly.

For example, you can use Google Ads to appear in the top positions for highly competitive or commercially intent keywords, while working on SEO to improve your visibility for more informative or specific terms.

You can also use Google Ads to test which keywords have the most demand or conversion and then apply them to your SEO strategy. Or you can use SEO to generate valuable content that you can then promote with Google Ads.

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Myth 2: Google Ads is a quick and easy way to earn money

Another very common myth about Google Ads is that it is a quick and easy way to earn money with your online business. Many think that it is enough to create a campaign, choose a few keywords and wait for the customers and sales to arrive without doing anything else.

Reality 2: Google Ads requires time, investment and optimization

The reality is that Google Ads is not a magic formula or a shortcut to earning income without effort. On the contrary, it is a tool that requires time, investment and optimization to obtain positive results.

It's not enough to just create a campaign and forget about it, you have to constantly monitor it and make adjustments and improvements to increase performance and return on investment (ROI).

Some of the aspects that must be taken into account to optimize a Google Ads campaign are:

Choosing the right keywords that are relevant to your business and your audience, and that have a good balance between search volume, competition, and cost per click (CPC).
The writing of the ads, which must be clear, attractive and persuasive, including a title, a description and a call to action that capture the attention and interest of users.
The quality of the landing page, which must be consistent with the ad, offer a good user experience and facilitate the conversion of the visitor into a customer.
Audience segmentation, which must be as precise as possible to reach the right people at the right time, taking into account factors such as location, language, device, age, gender, interests, and behavior.
The measurement of results, which should be based on key performance indicators (KPIs) such as the number of impressions, clicks, conversions, cost per conversion, click-through rate (CTR), conversion rate (CR) and ROI.

Myth 3: Google Ads guarantees the success of any campaign

Another very common myth about Google Ads is that it is an infallible tool that guarantees the success of any campaign. Many think that just by using Google Ads they already have the traffic, customers and sales they need for their online business.

Reality 3: Google Ads depends on many factors such as the competition, the audience and the quality of the ad.

The reality is that Google Ads is not a guarantee of success or a universal solution for any online business. On the contrary, it is a tool that depends on many external and internal factors that can influence the outcome of a campaign. Some of these factors are:

The competition : Google Ads is a very popular and competitive platform, where there are thousands of advertisers bidding for the same keywords and the same users. This implies that it is not enough to create an ad, but you have to differentiate yourself and stand out from the crowd.
The audience : Google Ads allows you to reach a large audience, but not just any audience. It is important to know your target audience well, their needs, their preferences and their online behavior. In this way you can create more personalized and effective ads.
Ad quality – Google Ads takes into account not only the budget or bid of advertisers, but also the quality and relevance of your ads. To do this, it uses an indicator called a quality score, which measures the relationship between the ad, the keyword, and the landing page . The higher the Quality Score, the higher the probability of appearing in the first positions and the lower the cost per click.

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Myth 4: Google Ads solves all the work of digital marketing

Another widespread myth about Google Ads is that it is a tool that solves all the work of digital marketing . Many think that just by using Google Ads they already have all the needs and objectives of their online business covered.

Reality 4: Google Ads is one more tool that needs a comprehensive and coherent strategy

The reality is that Google Ads is not an isolated or self-sufficient tool, but is part of a broader and more complex set of digital marketing actions and channels. It is not enough to use Google Ads without taking into account other aspects such as web design, content, social networks or email marketing.

Google Ads is a very powerful and versatile tool, but it also has its limitations and challenges. For example:

It does not allow you to fully control the results or organic traffic.
It does not guarantee customer loyalty or retention.
It does not offer you direct or two-way communication with users.
It does not allow you to create a community or an online reputation.

That is why it is important to integrate Google Ads with other digital marketing strategies and tools that allow you to create a solid online presence that is consistent with your business. Some of the actions and tools that you can combine with Google Ads are:

Web design: create a professional, attractive and functional website that adapts to all devices and offers a good user experience.
Content: generate valuable, original and optimized content for search engines and users, which responds to their needs, interests and questions.
Social networks: create and manage profiles on the most appropriate social networks for your business, where you can interact with your audience, share your content and build trust and credibility.
Email marketing: create and send personalized and segmented email campaigns to your database, where you can offer information, offers, news and retain your customers.
Web analytics: measure and analyze the behavior of users on your website and in your digital marketing campaigns, to identify strengths, weaknesses, opportunities and threats.

Conclusion: how to get the most out of Google Ads for your business

Google Ads is a very powerful and effective online advertising tool that allows you to reach a large audience, segment your audience, control your budget, and measure your results. However, it is also a tool that requires time, investment and optimization, which depends on many external and internal factors and requires a comprehensive strategy consistent with your business.

Therefore, to make the most of Google Ads for your business, you should take into account the following recommendations:

Define your objectives and your target audience before creating a campaign.
Choose the right keywords for your ads, taking into account search volume, competition, and cost per click.
Write clear, attractive and persuasive ads that capture the attention and interest of users and include a call to action.
Create landing pages that are consistent with your ads, offer a good user experience, and facilitate conversion.
Segment your audience precisely, taking into account factors such as location, language, device, age, gender, interests, and behavior.
Constantly monitor your campaigns and make adjustments and improvements to increase performance and ROI.
Combine Google Ads with other digital marketing strategies and tools that allow you to create a solid online presence consistent with your business.

Frequently asked questions about Google Ads

Here we answer some of the most frequently asked questions about Google Ads:

What is Quality Score in Google Ads?

Quality Score is an indicator that measures the relationship between the ad, the keyword, and the landing page. It is expressed on a scale from 1 to 10, where 10 is the highest level of quality. The higher the Quality Score, the higher the probability of appearing in the first positions and the lower the cost per click.

How is CPC calculated in Google Ads?

CPC (cost per click) is the amount you are charged each time someone clicks on your ad. It's calculated using a formula that takes into account the maximum bid you've set for the keyword, the ad's Quality Score, and the competition from other advertisers. The formula is:

CPC = (Closest Competitor Bid / Quality Score) + 0.01

What are ad extensions in Google Ads?

Ad extensions are additional elements that you can add to your ads to provide users with more information or options. Some examples of extensions are:

Call extensions: allow you to include a phone number in the ad so that users can call directly from their mobile.
Location extensions: allow you to display the physical address of the business or the location closest to the user.
Link extensions: allow you to add more links to different pages of the website or to different services or products of the business.
Callout extensions: allow you to highlight important or differentiating aspects of the business or product, such as free shipping or a guarantee.
Price extensions: they allow you to show the price of different products or services of the business.

What is remarketing in Google Ads?

Remarketing is a technique that allows you to show personalized ads to users who have already visited your website or interacted with your business in some way. The goal is to re-engage their attention and motivate them to take an action like buying, registering or contacting.

What is the difference between Google Ads and Google AdSense?

Google Ads and Google AdSense are two different but related services from Google. Google Ads allows you to create and display ads in Google search results, on its network of partner sites, and on mobile apps. Google AdSense allows you to display ads from other advertisers on your website or blog and earn money for every click or impression they generate. That is, with Google Ads you are the advertiser and with Google AdSense you are the publisher.

Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After being in charge of several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or you are looking for other options to profile your ideal client, at MHA you will find the solution you need. Schedule a call.