You’ve got the ball rolling, set up an effective website and now it’s time to invest in PPC and Google Ads!
Google Ads are worth the investment because they let businesses of any size reach an unlimited and targeted audience. You also have complete flexibility with them. You can pause, cancel or edit your ad whenever you need to.
Google Ads is a short term way to give your small business a competitive edge. Applying search engine optimisation techniques in your website content will help your business in the long term.
Continue reading to find out what Google Ads are and how you can utilise them.
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What are Google Ads?
Formerly known as Google Adwords, Google Ads is the most popular PPC platform. “More than 80% of global businesses trust Google Ads for PPC campaigns.”
When users search a keyword on Google, their query results will appear on a SERP (search engine results page). Those results will often include a paid ad at the top of the page that specifically targeted that keyword.
This example shows a search ad but you can create different forms including:
Read “A Beginner’s Guide to Using Google Ads” from Hootsuite.
Now we’ve covered the basics: it’s to set up your ad.
1. Know Your Objectives
Think about what goals you want to achieve. Are you aiming for more website traffic, leads, email sign ups or to get more calls? Knowing this will affect your entire process, as well which keywords you should include.
After you determine your campaign goal, select the campaign you want to run which determines where users will see view ads, as well as the options available to you.
Click here to read all about “Campaign Goals in Google Ads”.
2. What is your ad linking too?
Considering what your ad links to is important when driving sales or leads. If you are aiming for lead generation try publishing an online form onto the website page that you are linking to. By asking visitors to fill out a form you can capture data for email sign ups, create an online account or sign up for more information or services.
If your ad is promoting a useful page of content on your website you can install a pop up that shows visitors the form as they read. However, pop ups have their pros and cons.
With this in mind, set up a Google-friendly landing page.
3. Think about your audience
“Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google. You can select from a wide range of categories – such as fans of sport and travel, people shopping for cars, or specific people that have visited your site.” – PPC Hero Blog
As a business, you want each click to be a potential customer. By narrowing down your target location to your immediate area you are concentrating your investment. Once you start seeing success you can then expand the location to include other areas nationwide.
4. Define your budget
Your budget depends on your industry and strategy, the answer varies from business to business.
Active campaign states that “starting Google Ads budgets range from $1,000 to $10,000. The average cost-per-click for Google Search Ads is between $1 and $2, so $1000 dollars in Google Ads budget typically gets 500-1000 clicks.”
Related reading; 9 tips for Google Ads budget management.
5. Prepare for trial and error
Creating ads can be a learning curve but don’t get discouraged! You are on the journey of finding the right keywords to use for your business so if you are not seeing the desired results in the first try, review and try again.
If your business provides window cleaning services, related keywords include:
If your ads aren’t showing at all read, “11 Reasons Your Google Ads Aren’t Showing (& How to Fix!)”.