What is it?
Google Ads let you bid on relevant keywords so your newsletter appears at the top of search results.
The key benefit is extreme precision. You only pay to show your ads for specific searches you choose.
This means all your budget is spent acquiring subscribers who are actively looking for what your newsletter provides - which is ideal!
Google Ads work for any newsletter vertical, but they tend to be a little more expensive than other ad options (like Facebook and Instagram).
Nevertheless, if you’re a growing newsletter who can afford to pay slightly more, it’s a great way to get engaged subscribers that are likely to keep opening.
The Good and the Bad
Examples of how to crush it
Morning Brew
These guys are everywhere, bidding on “AI Newsletter”, “Business Newsletter” and even “best newsletter” - a bold claim!
They use customized text each time depending on exactly what the search query is, too.
The Gist
The Gist dominate Google for all of their niche-related queries.
