Nova’s 2020 Tech Startup Programme Now Open - click here to apply
Updated 18 July 18
Google Ads is an online advertising service that allows you to target your audience based on the search terms they are using, or ‘googling’, as well as their online activity. This allows you to display brief advertisements, service offerings, product listings, and video content within their results pages and display network.
The advertising service works under a pay-per-click (PPC) pricing model. This means the advertiser pays a publisher, in this case Google, when the ad is clicked.
At Nova, the validate stage of our startup process aims to prove that we are delivering the right solution to the problems of our users. Google Ads is just one of several tactics that we use to validate ideas.
Before you set up a Google Ads campaign, you should be able to answer these three questions:
By gaining an understanding of the behaviour of your audience online, and the severity of their problem, you are all set to create ads targeted to their needs.
At Nova, we are not afraid to fail fast. We quickly learn from our failings and use these to innovate and improve at pace. This is a big strength of Google Ads. For many years traditional marketing efforts were slow and difficult to quantify. The data collected through digital marketing tactics, such as Google Ads, ensures that we can fully quantify our performance to see what’s working and what isn’t.
Google Ads allow us to run several tests quickly and concurrently. What wording resonates best with your audience? What is the age, gender, and location of the people engaging with your adverts most? Is the landing page converting* visitors to their goal? What budget is needed to generate the required amount of visitors? These are just some of the questions that data accrued from running tests on Google Ads can help you answer.
Remember, nobody creates the perfect startup at the first attempt. Quickly learning from your users and potential customers though tactics such as Google Ads could be the key to fine-tuning your offering.
* Conversions are triggered when a user visits your website and completes a desired action that you have set up as a goal. For example, if the goal of your ads is to increase signups, you can put a tracking code into the submit button of your signup form. The tracking code will then send this data through to Google.
Whilst working with Nova, you’ll be invited to pitch for investment at key stages as your startup progresses. The data collected from Google Ads can support, or even validate, your pitch. This can go a long way to proving that your concept works, as you can present the interest received from your target audience. These findings are a key way to impressing the investment panel.
If you’d like more advice on building a successful startup and how to turn your idea into a successful digital business, you can apply for our free mentorship programme here.