Whenever you make a google search, you have probably seen Google Ads right at the top of the page. Considering the relationship between page visibility and number of clicks, this is a great place to be.
However, running such advertisements is not cheap. Depending on your exact needs, Google ads could be quite expensive. Depending on how effective your ad is at converting and how much money is spent per click with PPC ads, it may take up a big chunk of your marketing budget.
So, you have to ask: are google ads worth it for small businesses? Will the increased traffic be worth the additional money I am spending? Keep reading on as we try to answer this question.
What are Google Ads and How do they help?
First off, we have to look at exactly what are Google Ads and how they help market your brand.
When you make a google search, you get a list of results. However, the first result may not be an actual result. It might be an advertisement instead. This would be labelled as ‘AD’ in bold text beside the link.
The actual search results could start from the third or fourth item in the list.
According to research, the top result on Google Search results gets over 30% of the clicks. The second and third results get 15-25% of the clicks. Most people tend to find what they are looking for in these 3 results and not bother any further.
If you want to be visible, you have to get to the top of the page.
To rank naturally at the top of the results, you have to do a lot of search engine optimization. You will have to implement keywords and anchors in your text, add trustworthy links and go out link-building, or optimize the website design and page load speeds. All of these are tricky, expensive, and don’t guarantee results.
What does guarantee you a position at the top of the page are Google Ads.
Advantages of using PPC Ads
There are some specific advantages to using Google Ads, besides showing up at the top of search results.
Ads only show up when users make a specific search. So, you are more likely to reach customers who need the exact goods or services you provide.
PPC Ads are also tailored by location. That means you could reach local users rather than faraway international ones. If you offer a physical service, local users are the main users. It’s crucial to target them.
It is possible to rank highly through natural SEO. However, that means that it is the page with the SEO content that will be listed at the top. This particular page might be a blog post rather than the landing page all customers should be directed to. Using ads, you can neatly avoid this problem by having the Ad link to the landing page.
Optimizing the Approach to your Small Business PPC Ads
In order to make the most out of your PPC ads, you should leverage some strategies! Here are some tips and tricks to consider:
Focus on Google Ads that Convert
Google ads are all based on PPC, or pay-per-click. That means you pay when someone clicks your ad. If they click on it and then leave without buying anything, then you have actually lost money. You definitely want to minimize cases where this happens!
That’s why all PPC ads should focus on content that converts. The easiest type of content that converts are ads for buying. Suppose a potential customer wants to buy ‘Men’s Watches’. You can target that particular niche by focusing on keywords related to watches and purchasing in your searches.
Research Good Keywords to use
Just like with SEO marketing, it is necessary to use a good keyword in Google Ads. Ad designers should write keywords based on what kind of searches users will make.
Keyword research can be done through dedicated SEO marketing tools. Google Trends is also a limited way to get the latest hot keywords.
An example of a good keyword or phrase is “coffee shop near me”. This phrase is not just optimized for local search but voice search as well. People using voice search often phrase their search in that way, so the answers should give them an exact result.
Get Immediate Results and Track Them Easily
As I mentioned before, using SEO to naturally climb to the top of rankings takes a lot of time. You are fighting other SEO websites throughout the climb. It can be exhausting and unrewarding, no matter how much money you spend.
On the other hand, Google Ads is much more likely to provide a visible return on investment. You can track the exact statistics of your ad in real time. You can see how many people clicked on the ad, and then how many people browsed the website.
Real time metrics give you an idea of what to focus on. For example, potential customers click the ad for your online shop a lot, but then leave without purchasing anything. This indicates that your ad is effective, but the website needs more work!
Be Aggressive and Target Competitors Through Your Google Ads!
Targeting competitors with Google Ads is an unconventional strategy, but it works! The idea is that people will click on the top two or three links, not just one. So, if your site shows up just below the competitor’s site, you are getting a good chunk of profit from him!
Google Ads can be expensive. It is imperative that the PPC ads campaign is a success. If there are too few conversions, then it can quickly turn into a money sink. Keep a close eye on your ROI metrics and be ready to pull the plug if it turns out the ads are not helping your small business anymore.
Despite that, Google Ads are one of the best ways for a small business or brand to get its name out there. Various strategies can be used with Google Ads, which I have highlighted above. If you use them, your website will get a steady stream of visitors in no time.
If you would like to learn more about whether Google Ads is right for your business, book a discovery call with us!