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By John Eberhard

Many smaller advertisers have been scared off of advertising on Google because of high costs per click that can be as high as $40 per click or more in some industries.

These higher costs per click are largely driven by having a larger number of advertisers in a given marketplace or industry. In other words, if you’re a dentist in a small city and there are 40 other dentists in your city and they’re all trying to advertise on Google and get onto page one, and many are aggressively raising the bids, it drives up the cost per click for everyone.

But that whole scenario is for what is called Google Search, which is when people go to Google.com and type in a keyword.

But many people don’t know that there are two other types of advertising that you can do on Google, where the costs are much lower: Google Display and Google YouTube advertising.

Google Display

Google Display uses ads with images and text, and these ads are shown on various other sites across the web that have opted to allow Google ads to appear there. Google Display has an impressive array of choices for how to target people, and the cost per click is much lower than with search.

The targeting methods available with Google Display include:

  • You can create a list of keywords and Google will show your ads to people who have searched for those keywords in the last 7 days.
  • You can create a list of websites and they will target websites that are similar to them.
  • You can choose from a list of interest topics.
  • You can create a list of websites where you want your ads to appear specifically on those websites. Google will display your ads on any of those sites that allow ads.

And for any of those targeting choices you can choose the geographical area where your ads will appear. And you choose your daily budget, so you control how much money you spend.

I have run campaigns using Google Display in the last year where my cost per click was anywhere between 9 cents and 18 cents per click. So your money goes much further.

Google YouTube Ads

Google owns YouTube, and a few years ago they started running ads on YouTube. These ads are videos that run before whatever video you are trying to watch. They are called “pre-roll” videos.

So you have to have a video about your product or service, and it works best if it is relatively short, i.e. 1-2 minutes. And it has to have a “call to action” at the end, which is where you tell the person to contact you and give your contact info.

When you run a video as a pre-roll, a button to skip the video appears in the lower right after 5 seconds, and If they skip before 30 seconds you don’t get charged anything. But if someone watches the video for more than 30 seconds, you get charged. So it is a cost per view rather than a cost per click.

You can also have a call to action button such as “learn more” or “buy now,” which goes to a landing page that you can create.

For one client where I have run maybe 3-4 dozen campaigns, his average cost per view has been 2 cents. Now that’s not a cost per click, but it is so low, it is worth piloting to see what kind of clicks and conversions you’ll get. (Conversions being defined as someone contacting you from the campaign.)

There are a few important points for the video:

  1. It has to be very concise and has to get to the point very quickly, so people stay watching it and don’t hit the skip button.
  2. The voice reading the script has to be pretty brisk, i.e. fast. But not so fast that you can’t understand it.
  3. The visuals have to change regularly. It’s best not stay on one visual for more than 10 seconds.
  4. It helps to have a low volume but lively music track underneath the voice.
  5. You have to have a good call to action at the end.
  6. It helps to have a compelling offer.

If you’d like help setting up Google Display or Google YouTube ad campaigns, or help with any marketing, call us at 877-758-7797 or contact us here.