Penguin Network

What the office looks like in the evening :-)

"The thing we need to see most about ourselves is hidden in the place we least want to look" JP
"Don't shatter the mirror that shows you yourself" MS
"These are the things God has revealed to us by his Spirit. " Scripture

We run Google Ads for many clients.
It continue to be an invaluable tool for creating new business and is one tool in our arsenal.
Sometimes clients wonder what time length is optimal to see success.
Below is something I shared today with a client.
You may find it helpful too:

𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀: 𝗪𝗵𝘆 𝗧𝗶𝗺𝗲 & 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗿𝗲 𝗖𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗳𝗼𝗿 𝗦𝘂𝗰𝗰𝗲𝘀𝘀:

• 𝗗𝗮𝘁𝗮 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻: It takes time to gather enough data from clicks, impressions, and user behavior to make accurate decisions. A few weeks might not provide a full picture.

• 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗣𝗵𝗮𝘀𝗲: Google Ads needs time to "learn" which ads perform best. The system tests different combinations of keywords, audiences, and ad copies to find what works, usually taking a few weeks to a month. This includes heading changes, long and short copy, as well as other options.

• Retargeting Ads: These ads target people who have already visited your website or interacted with your ads but didn't take action. It takes time to get enough clicks and visits to build an audience for retargeting effectively. We can’t “retarget” until we have a sizable list of people who’ve already interacted with a campaign.

• 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗧𝗲𝗿𝗺𝘀: Google Ads has restrictions on using competitors' brand names or terms in your ads for the first 90 days. It takes time to start using this strategy effectively once the restriction period ends.

• 𝗧𝗵𝗶𝗿𝗱-𝗣𝗮𝗿𝘁𝘆 𝗦𝗶𝘁𝗲𝘀: Your ads can’t be shown on third-party websites until they’ve been running for at least 30 days, which limits initial exposure and data collection.

• 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗩𝗮𝗿𝗶𝗮𝗯𝗹𝗲𝘀: We test different variables like zip codes, age groups, gender (male or female), search term variations, and bid amounts. Each test requires time to run and determine what works best.

• 𝗙𝗶𝗻𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗜𝗱𝗲𝗮𝗹 𝗕𝘂𝗱𝗴𝗲𝘁: It takes time to analyze the data and determine the ideal budget needed to achieve consistent wins and results each month.

• 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Adjustments are often needed based on the initial data, such as refining keywords, adjusting bids, or improving ad quality. Each change requires time to show its impact.

• 𝗦𝗲𝗮𝘀𝗼𝗻𝗮𝗹 𝗧𝗿𝗲𝗻𝗱𝘀: Your business might see different results depending on the season or month. Observing over a year helps account for any seasonal fluctuations that could affect performance.

• 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗮𝗻𝗱 𝗣𝗮𝘁𝗶𝗲𝗻𝗰𝗲: It takes time to build brand recognition and trust. Ads often perform better as users see them more frequently over time.

• 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗗𝗮𝘁𝗮: Tracking conversions (like leads or sales) is crucial. It takes time to gather enough conversion data to identify patterns and provide useful insights.