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The Google Ads Podcast
Paid Ads 101: The #1 Mistake You Can't Afford To Make
Oct 13, 2023
Regina Bellows, executive director of StarterPPC, reveals the biggest mistake businesses make with paid ads. She discusses the importance of understanding return on ad spend and setting competitive Mer goals for business growth. They also explore scaling advertising efforts, knowing your numbers, and choosing a realistic Mer goal and budget growth.
13:31
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Quick takeaways
- Not knowing the media efficiency ratio (MER) can hinder growth and profitability in Google Ads.
- Incrementally increasing the budget by 20% each month can optimize ad spend and achieve sustainable returns in Google Ads.
Deep dives
The importance of knowing your numbers
One of the main mistakes clients make when hiring a Google Ads agency is not knowing their numbers intimately. This refers to the media efficiency ratio (MER), which represents the overall return on media spend. By understanding and tracking this metric, businesses can make more informed decisions and avoid financial pitfalls. For example, setting an unrealistic return goal of 300% can hinder growth and profitability, especially in industries with lower profit margin averages. Instead, it's crucial to set competitive MER goals based on industry standards and adjust them incrementally as the business scales.
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