It can be tempting to Google your business to ensure you are appearing in the search results, check your ranking, and view your ads from a consumer’s perspective. However, making this a habit can hinder your efforts and subsequently create more work for yourself, or your marketing team. Outlined below are a few reasons why you should not Google your own business.
#1: It can wreak havoc on your PPC campaign.
With any small business, budgetary constraints are a real factor when considering your marketing strategy. Google Pay Per Click (PPC) advertising can account for most of your budget and as such, your campaign needs to operate like a well-oiled machine.
One factor that Google takes into consideration when determining your ad quality is something called “click through rate,” or CTR. Each time your business is searched but your ad is not clicked your CTR is reduced, giving Google the impression that your ads are not relevant to the search intent. This will eventually lead to an increase in ad cost and a decrease in position within the search results.
#2: It can skew your perception of performance.
It is more than likely that there are hundreds of keywords, both long and short tail, that are relevant to your business. Assuming you conducted adequate keyword research prior to selecting your chosen words for your paid campaign, it is probable you rank considerably well for those specific keywords.
However, because there are so many, it is nearly impossible to rank for each one. Additionally, your paid ad will only appear for the keyword or keywords you bid on. If you Google your own business using a keyword you think is relevant to your service(s) and do not see your ad, it could lead you to believe your ads are not performing well.
Rather than using Google search to determine your ads performance, check the analytics. There is even an option to view your current ad as it appears in the search results on both desktop and mobile devices.
#3. Search Engine Optimization (SEO) takes time.
SEO is a strategy that primarily focuses on ensuring your business, or services offered, appear near the top of the page within the search results. Google is consistently updating their algorithm and as such, SEO efforts can take quite some time to yield fruitful results. This is precisely why many companies opt to focus efforts on using paid advertising, coupled with SEO techniques.
Producing content and then searching for that content shortly after is likely to lead to disappointment if it does not rank quickly. Revisiting our previous point of skewed perception, you can often feel defeated if you do not see your blog, video, post, etc. ranked highly in the search results. Keep in mind this is a slower process, but completely worthwhile once your content begins ranking. It is a great way to establish your company as an authoritative presence within your field.
At Social Eyes Marketing, we are here to help our customers get the most out of their marketing efforts and strategy. We not only offer expert advice, but we are also here to ensure campaign performance is exceptional. Give us a call today to discuss how we can help!