With 6 years of daily experience with Google Ads, I really grew to understand and love the medium. Google Ads is not a straightforward tool, but it relies on logic, and allows you to reach those who are actually looking for what you offer. This enables a pull advertising strategy where you don't intrude, but offer marketing as a service to your potential clients. You help them, rather than spamming them.
But SEA (Search Engine Advertising) is complex, and you don't want inexperienced youngsters to operate these tools, because a wrong keyword type or bidding strategy will drain your budget. Google is designed to be more expensive if you don't know what you are doing: the recommendations will sooner or later ask you to advertise on Google'strusted partner network, show your ads on smart TVs when your goal is filling out a form, and if you'd add negative keywords, Google will try to add them as an exact match so they only apply 10% of the time. These three tricks make it harder to reach your goal, though you will feel in charge of your campaigns. But are you really moving forward?
I have encountered many of these nudges in the past five years, so it's safe to say that it's rather difficult to trick me.
A final difficulty of Google ads is that you obtain very little personal data about whoever engages with your ads. Luckily there's Linkedin ads in case you want to target people with a specific job title, or Facebook ads if you want to target specific interests and traits of people. Of course the three channels contain rudimental features of each other's services, but you'll achieve the best results by using these channels for their specific purpose.
Online advertising allows you to
