Both Google ads and cold emails are effective; it really depends on specific goals and the target audience. Here are reasons why cold emails are better than ads:
Targeting: With cold email, we can target decision-makers at any company. We can build a customised list according to the companies we want to work with. We can even define our list according to the following:
size of companies we want to work with
The amount of funding a company should have
the specific region we want to target
The industry we want to work with
We can define our list according to their technology.
We are not able to define these metrics in YouTube or Google Ads, like the size of the company, funding, industry, etc.
Personalization: We can send personalised emails to the person we want to work with. We can use different approaches to target a specific person according to their background or experience. Besides, in Google Ads, we are not able to personalise it because we have to create the ads for a wider audience.
The scale of the project: We can reach out to the decision-maker of the specific company we want to work with. We reach out to companies according to their revenue or funding amount. We can’t target the specific range of projects or scale of the company in YouTube ads.
Referrals: We can reach out to the common connections of decision-makers and provide them with something for free. In exchange, we can ask that we want to connect with a particular person in your connection; are you able to connect with them or just record a 20–30 second testimonial video? Here, we can build relationships with different people; in ads, we are not able to build relationships because those are very impersonal and results-oriented.
Industry: We can reach out to companies on the basis of industry. Every company has expertise in a specific industry. In a cold email, we can target the decision-maker according to their industry. In ads, we can’t target any specific decision-maker in a specific industry.
Cost Effectiveness: In cold emails, we don’t have to invest lots of money or need a big upfront budget. We can even start as low as $100. Besides, in Google Ads, we need to invest lots of money over the long term. Once we stopped the ads, the results also stopped.
Relationship building: Cold email can be a powerful tool for building relationships with potential customers. By personalizing your message and demonstrating your value to the recipient, you can start to build trust and establish a connection that can lead to a long-term business relationship. Google Ads, on the other hand, are more generalized and created for a larger audience.
Here is an expense breakdown of how much money you need to invest in order to start sending cold emails.
4-5 variations of the main domain: $30
Google Workspace accounts: $15 per month
Email automation software (Instantly.ai): $37 per month
List purchasing (via Fiver): $20
The above expenses cover the cost of 20+ positive leads.
Here are the expenses if we launch a campaign over Google ads and Facebook ads:
Keyword research: $200-$500
Ad creation: $300-$500
Landing page design and development: $500-$1,000
Ad budget: $1,000-$2,000
Cost per click (CPC): $3-$10 per click
Click-through rate (CTR): 2%-5%
Conversion rate: 5%–10%
The estimated cost per lead is $100–$500, and still, we are not acquiring qualified leads.
So, cold email is the best way to acquire B2B projects for the IT industry, and ads are not the best medium to close B2B projects.
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