Overall Satisfaction with Google Ads (formerly AdWords)
Google Ads is currently used in a paid and a grant application for us. We utilize the nonprofit grant system to bolster our search rankings and guide people to specific pages based on their keywords. We utilize paid ads to run pre-roll and video discovery ads related to our YouTube videos. The marketing department is the only group that utilizes it.
- We've seen a drastic uptick in our viewership for our videos.
- We've seen an increase in digital member acquisition through these same videos.
- Search advertising allows us to direct people to exactly what they are looking for, shortening the possibility that they get frustrated and leave.
Google Ads and Facebook are comparative in their abilities to target people. The quality of engagements through Google Ads is higher while the CPM value of Facebook can be greater. It depends on what your goal is. People viewing ads on Facebook are usually scrolling through content whereas YouTube ads typically appear while a user is engaged.
Google Ads is great if you have the budget and the knowledge to adequately target smaller groups of people. It can get very expensive, very quickly if not targeted. Smaller-scale shops can utilize it in smaller markets but the cost to advertise, like any marketing medium, will depend on how saturated the market is.