6. How important are ad copy and images to the success of a Google ad? “A Google ad must make an instant impression. You only get one chance to get people to click on it. If the ad looks bad, they won’t click. So it’s vitally important that spelling and grammar are all correct and the information on the ad is relevant and up-to-date.” “In terms of ad content, I always try to hone in on a USP that is really unique. Too many ads I see are very samey. Think hard about what makes your product truly unique. It could be anything - the length of time you’ve been trading, the experience you’ve got in your team, any awards you’ve won recently. It’s good to be specific and detailed.” 7. How do you manage your Google ad budget/ spend? “I have a simple rule when it comes to managing budget for Google ads: it’s about the quality of traffic. Don’t spend for the sake of it; be targeted and focused on where your money goes.” “In PPC, spending more doesn’t guarantee success. A good question to ask yourself at the start is: how much are you willing to spend to bring a new customer in?” “One thing that can be very tricky is that Google can automatically spend more than your daily budget. It’s a system that Google uses to boost an ad’s performance - if it sees an opportunity to make an ad do even better, it will spend more. It can be quite worrying if you’re not prepared for it! But I’ve found it usually balances out after a month or two. Just keep checking your Google account!” The Inbound Marketing Playbook / 19