Google isn’t just a search engine. It’s the most popular website in the world, with 45.41 billion monthly visits, making it one of the most powerful advertising platforms. Through Google Ads, you can reach potential customers using paid ads to establish a web-based revenue stream.
More than 80% of businesses worldwide use Google Ads for PPC campaigns. This means that even if your business gets high organic rankings for search terms, there’s a good chance your competitors will steal the top spots with paid ads.
A PPC campaign can offset this, but only if you know how to make the best of Google Ads for small business.
How to Use Google Ads for Small Business
Is Google Ads worth it? The answer lies in how well your campaign strategies suit your business. Take note of some Google Ads best practices to make sure your campaign performs well.
Create a customer-centered campaign
You should think like a customer when developing a Google Ads campaign.
In your SEO keyword research, collect search words people who are looking for your product or service may type into Google. Start with something general and look for more specific keywords to reach your ideal customer profile.
Look at your business type, too. If your business has a physical location or provides a service, you should keep your keywords local. Google Local Services Ads allows you to reach highly targeted customers but will only charge you for qualified leads.
There are other tools you can use to improve your local strategy in Google Ads. Dynamic keyword insertion (DKI) inserts additional terms into your ad text to match a query. Geotargeting allows you to limit your ads to certain people within a certain location.
Drive traffic to your website
Optimizing your website for ads can increase web traffic and the return on your investment in Google Ads. Create a landing page that corresponds to your ad. It should have a strong call to action (CTA) that can pre-qualify the target audience of whether they actually want to click and convert.
You can also use ad extensions that let you promote more information about your business in your ad. It comes in different types that each focus on a specific detail:
- Call extension – incorporates your business phone number in your text ads.
- Location extension – shows your business location and telephone number, often with a map reference.
- Sitelink extension – displays links to landing pages under your ad text.
- App extension – makes apps more accessible within the ad text.
- Image extension – adds a visual component to your ads to make them more appealing.
- Callout extension – presents relevant offers or promotions of your business to add extra incentive for your customers to visit your website or complete a transaction.
Know how to best optimize your campaign
Digital marketing, using PPC campaigns, shouldn’t be a 24/7 commitment. Google Ads for small business allow you to be flexible in running campaigns based on your needs, time, and money.
You can run Google Ads campaigns when business is slow or an event or promotion is coming up. You can also pause low-performing campaigns to remove or edit ad groups and keywords before restarting them.
Don’t be scared to spend money to make money. There isn’t really a minimum spend on Google Ads but the cost can vary based on the industry, company, and campaign. However, Google estimates that businesses make $2 for every $1 spent on Google Ads.
Allocating a budget for Google Ads can also help you from using up resources without a reasonable return. Setting a fixed budget is a good way to start. This ensures you don’t spend too much, even as you experiment with different bidding strategies.
There’s a range of options for bidding in Google Ads for small business. Finding the best ones for you will take some experimenting.
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- Enhanced cost per click (ECPC) – adjusts a bid for a keyword-based on the likelihood that a click will lead to a sale.
- Maximize Clicks – gets as many clicks as possible using your daily budget.
- Maximize Conversions – chooses a CPC bid based on the goal of the bidding strategy to get as many conversions as possible using your daily budget.
- Maximize Conversion Value – this allows you to set a Target ROAS (the value within each conversion) to guide keyword bidding.
- Target Cost Per Action ( tCPA) – adjusts bids to get as many conversions as possible at the cost per action you’ve set.
- Target Return on Ad Spend (tROAS) – predicts future conversion and conversion value performance based on your data then adjusts bids based on it and the ROAS goal you’ve set.
- Viewable CPM (vCPM) – lets you bid for impressions when your ad is shown in a viewable space.
- Cost Per View (CPV) – this allows you to set a campaign-level bid limit you’re willing to pay for each view or interaction with your video ad.
Remember to focus your attention on lead generation first to bring a better return in the long run. Another way to optimize Google Ads for small business is by creating a mobile-friendly campaign. More and more consumers prefer mobile devices to laptop or desktop computers.
Maintain a high Quality Score
Quality Score is Google’s diagnostic tool that rates at the keyword level how well your ad quality compares to other advertisers. Performing regular audits allows you to maintain your performance or find optimization opportunities to get the most ROI out of your ads.
Keep a record of your data to familiarize yourself with the metrics most relevant to your business. In addition to your historical data, you can also check industry-specific ad benchmarks. You can use the information as a driving force for improvement.
Invest in CRM to track and nurture the leads you got using Google Ads. It also allows you to collect personal information that you can recycle back into your personalized ads.
The Bottom Line: Is Google Ads Worth It?
It’s not rare to see a Google results page with three search ads before the top-ranking organic results. Google Ads for small business allows you to solidify your chances of more people clicking on your website.
PPC campaigns help build brand awareness to potential customers who don’t know they are looking for your business. Compared to SEO, it can get faster results but, at the same time, support your SEO strategy with the data you get from it.
Moreover, the data collected from the PPC metrics of your Google Ads campaign allows you to figure out what’s working and what’s not so you can maintain or improve it. It’s also a scalable advertising effort since you can cut back or build up depending on your business.
You are in full control of your advertising budget with Google Ads. Just set the maximum amount you are willing to spend per day or month. Google will follow it according to when and where you want it to be spent.
Lastly, Google Ads for small business allows you to effectively compete in the market you’re in. You can bid on your own brand name that your competitors might be bidding on along with other relevant keywords.
Add Magic to your Google Ads strategies
With its authority and audience reach, Google Ads for small business should be a part of your paid marketing strategy. A Magic Digital Marketing Assistant can utilize Google Ads for cost-effective results both in business operation and talent acquisition.
A Magic Assistant can take on marketing tasks from campaign creation to Analytics. This includes keyword research, campaign set-up, and performance audits. Aside from Google Ads, they can lead social media ad campaigns on Facebook, Twitter, Instagram, TikTok, etc.
Magic works towards matching you with the right virtual assistant so you don’t have to handle the hiring process. Book a call with us to discuss what your business needs!
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