Bottom line<\/a><\/li><\/ul>\n\nWhat is Google Ads? <\/h2>\n\n\n Technically speaking, Google Ads is a load of different advertising platforms. The regular Google Search ads that you see at the top of the page when you search for things. From now on, when I talk about Google Ads, that’s the part I mean. <\/p>\n\n\n\n
But, there’s also YouTube ads which are those skippable ads that appear before the video you really wanted to watch on YouTube. There’s also Display which is a network of millions of websites that Google can put your image ads on. And more recently they’ve also launched Discovery, which are Facebook style ads on the homescreen of Android phones, as well in Gmail and at the top of the YouTube homescreen. <\/p>\n\n\n\n
All these different platforms integrate seamlessly with all aspects of the Google ecosystem. Advertisers can manage their campaigns and track their performance using Google Ads or via their Google Analytics. <\/p>\n\n\n\n
For example you can advertise on Google search, for example when someone searches for ‘solar panel installers near me’, and maybe 10% of the people who click that will then call you or fill out a form for you to call them. That leaves another 90% of people that are interested but either got distracted or aren’t quite ready to talk. Because of how well Google Ads is integrated, you can then make sure they see a video introducing your company next time they head over to YouTube. <\/p>\n\n\n
How Does Google Ads Work?<\/h2>\n\n\n Google Ads work with a bidding system. Each advertiser sets a daily budget for the campaign and then specifies the amount they are willing to pay for each click. Google then matches the advertiser\u2019s bid with the highest-paying keywords to generate a cost-per-click (CPC) amount. <\/p>\n\n\n\n
The system then displays the advertisement whenever a user searches for the keywords matched to the campaign. The advertisement appears at the top of the search result, in the right-hand side bar, and\/or above the site content if the advertiser bids enough to meet or exceed the first page bid minimum. <\/p>\n\n\n\n
An advertiser\u2019s selection of keywords for the campaign is crucial. Keyword research allows the advertiser to identify the most relevant terms for their business, as well as their potential search volume. This allows the advertiser to optimize their campaign for maximum exposure.<\/p>\n\n\n
Why Should Solar Companies Use Google Ads?<\/h2>\n\n\n There are many great reasons why companies should use Google Ads for solar companies. Some of them are: <\/p>\n\n\n\n
– Brand awareness: Brand awareness is the first step towards generating leads for solar companies. If you buy solar leads you might be able to get them a bit cheaper than via Google ads, but the benefit of running your own Google ad campaigns is that leads see your brand right from the begining, so you’re starting to build a relationship and trust sooner in the process.<\/p>\n\n\n\n
– Simplicity: Google Ads is a straightforward form of advertising. On Facebook you often need to come up with a creative way to get someone’s attention and sell them on solar. With Google ads people are already searching for ‘solar installers near me’ or ‘buy solar panels’. Plus, critical campaign metrics such as cost per click (CPC) and click-through rate (CTR) are easy to track and optimize.<\/p>\n\n\n\n
– Relevance: Google Ads\u2019s targeting options allow advertisers to choose the most relevant keywords. <\/p>\n\n\n\n
– Cost-effectiveness: Google Ads are very cost-effective as compared to other advertising channels. They won’t be the cheapest per click or per lead, but they can be very competitve in the only metric that matters: solar sales and return on investment.<\/p>\n\n\n\n
– Integrated with other Google Products: Whether you are using Google AdWords for search engine marketing, Google Display Network for visual marketing, or YouTube for video marketing, Google Ads is the central hub for all your advertising needs. <\/p>\n\n\n\n
– Full control: Google Ads gives the advertiser full control over their campaigns. They can pause or pause the campaign, or change the budget or target location, at any time without having to rely on a third party. <\/p>\n\n\n\n
– Flexibility: Google Ads can be used to promote products, services, or blog posts.<\/p>\n\n\n
Importance of a High Converting Landing Page for Google Ads<\/h2>\n\n\n You’re going to be spending money to send people to your website, and the more people who actually call you or fill out a lead form, the less you’ll pay per lead. Make sense?<\/p>\n\n\n\n
Whether you already have a landing page set up, or you need to build one from scratch, I’ve created training videos as part of my Solar Lead Generation Masterclass. I’ve also uploaded one of the modules on YouTube for free, check it out if you want to learn how to optimise a landing page for Solar Lead Generation using Google Ads:<\/p>\n\n\n\n