Guide to Effectively Use Google Ads for Small Businesses
Promoting products or services while competing with giant companies like Amazon or Walmart is often a difficult task for small business owners. Fortunately, Google Ads has created a way for advertisers to promote small businesses. More prominent brands may have an advantage in PPC, but they do not hold all the cards. Even if your funds are short, you can get impressions and clicks on Google through the smart account structure and appropriate targeting options.
Whether you are buying Google ads on your own or seeking help from a digital marketing agency, here are some tips on Google AdWords for small businesses that can help you increase traffic.
Establish your PPC objectives
Before choosing a keyword to launch a PPC campaign, it is important to outline your goals. What is the purpose of running the campaign? What kind of potential customers do you want to attract? Establishing the type of business, you run will affect the goals needed for your campaign. The possible objectives are:
- Booked appointments
- Account registrations
- Email sign-ups
Determining your goal will steer the rest of the campaign, including which keywords you choose.
Consider the budget
In terms of investment, it is important to distribute the services that PPC can provide conceptually. You receive what you pay for, meaning the maximum bid is the highest limit your company is ready to pay for a web searcher’s click for a given keyword. There are many factors in calculating this value:
- The conversion rate produced by each campaign.
- Keyword research results and chosen search terms’ popularity
- The “average spend” per client
- Your marketing budgets
At the beginning of a new campaign, many of the metrics may not be available. With this in mind, prepare the data based on reasonable assumptions. As you start getting more data from your new campaign, you can adjust your bids accordingly.
Improve your Quality Score (QS)
Quality Score (QS) is Google’s way of determining ad rank. The higher the ranking, the higher will be the placement. A low-quality score means fewer eyeball and less chance of a conversion. Google will tell you your Quality Score, but improving it is up to you.
Target long-tail keywords
Long-tail keywords are specific and targeted to the business. Common keywords like “brewery” are not targeting people in your community looking for “slurp some brewskis,” as they say.
Instead, try using it in your city or neighborhood or your zip code. Some products and services are great here too. “IPA Vancouver Commercial Boulevard Brewing” is likely to attract the attention of interested people.
A useful landing page is essential to the success of an AdWords campaign. A well-designed and optimized landing page can help turn visitors into potential customers. When designing the landing page, please note the following:
- Focused landing page: Design a separate landing page for a single product. Landing pages that focus on multiple goals can confuse visitors.
- Call-to-action: Do not forget to properly include and highlight the desired call-to-action button on the landing page.
- Suitable for mobile devices: As the number of mobile users on the Internet continues to grow, it is important to ensure that your landing page is mobile-friendly.
- Deliver on your promise: The landing page must fulfil all the promises in the ad. For example, if your ad describes a discount, make sure that there is a discount on your landing page.
Tracking Your AdWords Progress
Monitoring is one of the most important actions you can take on your account. We highly recommend that you set up Google Analytics on your website for further analysis. If not, conversion tracking is mandatory. Show which campaigns, ad groups, keywords, ads, etc., are running and where to spend the money so that you can earn.
Given its influence and authority, Google Ads should be part of your business strategy. Do not forget to start with the tips we are given and refine and repeat as you progress. With the strategy and information above, you will have a successful Google campaign to attract clicks and change into potential customers.