Building a high quality WordPress website that’s attractive and informational is sometimes the easy part of digital entrepreneurship. Unfortunately, the online space is becoming increasingly popular, which means that it’s harder to entice people to actually visit your website, especially if you don’t have a strong marketing background.
There are a number of different digital marketing forms that you can use, and it’s worth considering all of them. Do your own research about SEO, SEM, SMM and PPC marketing to decide which is right for you and your WordPress website. In this article, we’re going to be looking at a particular form of SEM/PPC marketing – Google Ads.
Is it worth spending money on Google Ads to promote your WordPress website?
What is Google Ads?
First, let’s take a quick look at Google Ads and how it works. Basically, if you search for something using the Google search engine, you’ll notice that the first and last few results are ‘ads’. This is the main way that Google Ads works, allowing you to advertise your site on the search engine results pages. In some cases, you can also advertise using banners and other ads embedded within websites, but this is becoming less popular.
Why would I use Google Ads?
Ultimately, people use Google Ads to drive more traffic to their website and to increase their conversion rates and income. While this is all well and good in theory, Google Ads are suited to certain types of websites in certain niches. They are expensive, and every click through to your website can cost upwards of a couple of dollars (again, depending what niche you’re in).
You will need to recoup this expenditure somehow, which means that your customers will have to deliver some sort of income. Following this logic, Google Ads can work for websites which are selling products or services, which offer expensive physical services (for example, lawyers regularly use Google Ads). If your WordPress website is based on content marketing and driving high traffic for a small income per visitor, then Ads probably isn’t the best use of your money.
Instead, you should focus on things like social media marketing (SMM) and search engine optimisation (SEO). These techniques are usually more affordable and have the potential to drive much greater numbers to your website for longer time periods. You might not see the same immediate results using SMM and SEO, but the long term results will make you glad you put the time and effort in.
Google Ads can be a very useful marketing tool – for certain types of WordPress websites. However, it’s important to make sure that you do your research and decide if your website is suited to Google Ads before you spend a lot of money on them, otherwise you might end up wasting a big chunk of your marketing budget.