#112: Do Google Ads Work for Coaches, Agencies, and Course Creators? with John Horn

For anyone trying to market their business online, Google Ads has likely come up as an option. But do Google ads work? The answer, unfortunately, is not a simple yes or no. Like most things in the marketing world, it depends. In this article, we will break down the complexities of Google Ads and help you understand if they are the right tool to reach your target audience.

What are Google Ads?

Most people are familiar with the basic concept of Google Ads: you type something into the Google search bar, and before the organic search results, you see a few results with a small “Ad” label next to them. These are Google Search Ads. However, this is only one piece of the Google Ads ecosystem. Other types of Google Ads include:

• YouTube Ads: These ads can appear as videos before, during, or after other YouTube videos, or as banner ads on the YouTube website or app.
• Google Display Network: These ads are displayed on websites and apps that partner with Google to show ads.
• Google Shopping Ads: These ads showcase products from online retailers and appear at the top of the Google search results page when a user searches for a specific product.

For course creators and coaches, the most relevant types of Google Ads are Search Ads and YouTube Ads.

Do Google Ads Work for Coaches and Course Creators?

Google Ads can be a valuable tool for coaches and course creators, but they are not right for everyone. One of the most important factors to consider is whether or not people are searching specifically for what you are selling.

If you have a course or coaching program that targets a very specific niche, Google Ads may be a good option. For example, if you offer a course on how to train dogs for agility competitions, you could target people who are searching for keywords like “dog agility training course” or “online dog agility classes.” Because this is a specific niche, there is less competition, and you are more likely to reach people who are interested in what you offer.

On the other hand, if you have a more general offering, like a course on how to improve your finances, Google Ads may not be as effective. This is because there will be a lot of competition for these broader keywords, and it will be more expensive to get your ads seen by potential customers.

Using YouTube Ads to Build an Audience

While Google Search Ads can be challenging for course creators, YouTube Ads offer a powerful opportunity to reach your target audience. Similar to Facebook or Instagram ads, you can target your ideal customer based on demographics, interests, and search history. However, YouTube has an added advantage because it is owned by Google, and therefore has access to all of Google's data. This means that you can target people who have previously searched for keywords related to your course or coaching program, making it more likely that they will be interested in what you have to offer.

One effective way to use YouTube Ads is to drive traffic to your existing videos that are already performing well organically. By running ads to these high-performing videos, you can increase your reach and get them seen by a wider audience.

However, the goal of your YouTube Ads campaign should not be simply to get more views. Instead, you should focus on building an audience of subscribers who are engaged with your content. This can be achieved by creating high-quality videos that provide value to your target audience, and then using ads to drive traffic to those videos.

When choosing a video to run an ad to, there are a few key metrics you should look for:

• High Retention Rate: This indicates that people are watching your videos all the way through, which means they are finding them engaging and informative. This is an important metric for instream ads, as you want to ensure that people are watching beyond the first five seconds (after which they can skip).
• High Click-Through Rate: This indicates that people are clicking on your video when they see it in their search results. This is an important metric for in-feed ads, as it shows that your thumbnail and title are compelling and relevant to what people are searching for.
• High Subscriber Conversion Rate: This indicates that people are subscribing to your channel after watching your videos. This is a valuable metric for all types of ads, as it shows that people are interested in your content and want to see more from you.

By focusing on these metrics, you can choose videos that are most likely to convert viewers into subscribers and, ultimately, customers.

The Power of Remarketing

Once you have started to build an audience on YouTube, you can take advantage of remarketing to further increase your reach and sales. Remarketing is a type of advertising that allows you to target people who have already interacted with your business. For example, you can show ads to people who have visited your website, watched one of your videos, or subscribed to your channel.

Remarketing is incredibly effective because it allows you to target people who are already familiar with your brand and have shown an interest in what you offer. By showing them targeted ads, you can remind them of your business and encourage them to take the next step, such as signing up for your email list or purchasing your course.

You can use remarketing across multiple platforms, including YouTube, Google, Facebook, Instagram, and more. This allows you to create a cohesive marketing strategy that reaches your target audience wherever they are online.

The Verdict on Google Ads

While Google Search Ads can be effective for coaches and course creators in certain situations, they are generally not the best place to start. YouTube Ads, on the other hand, offer a powerful way to build an audience and reach potential customers. By creating high-quality videos and using ads to drive traffic to those videos, you can increase brand awareness, build credibility, and generate leads.

Once you have started to build an audience, you can then leverage remarketing to target those people across multiple platforms and move them further down the sales funnel.

Ultimately, the decision of whether or not to use Google Ads is a personal one. However, by understanding the different types of ads available and how to use them effectively, you can make an informed decision about whether or not they are right for your business.

This blog post has discussed the pros and cons of using Google Ads, with a particular focus on YouTube Ads, for coaches and course creators. For those looking to expand their reach and increase sales, YouTube Ads offer a powerful tool to build an audience and engage with potential customers. By focusing on creating high-quality content and leveraging the power of remarketing, you can maximize your chances of success with Google Ads.