Google Ads (formerly known as Google AdWords) has many benefits for Small Businesses. Many small businesses fail to use Google Ads effectively, or even at all. This article will explain the benefits of using Google Ads for small businesses and how it can help scale your business.
What is PPC advertising?
PPC stands for pay-per-click, and it’s a paid way of marketing on search engines. As it states in the name, you literally pay-per-click. Essentially, PPC is a quick way to generate conversions by showing your ads to users that are searching for what you offer. A conversion may be a sale, enquiry, sign-up, etc.
There are many PPC platforms available to use, however the most popular is Google Ads.
The Benefits of Google Ads for Small Businesses
Reach customers that are searching for what you have to offer
With Google search ads, you can get in front of people that are searching for what you offer.
Rather than traditional marketing or advertising, whereby you’re using brand awareness techniques to get your business name out there, PPC gives you the ability to show your ad to people that are directly looking for what you offer – this may be a product, service, etc. Brand awareness ads can be great to do if you have the budget, however if not, they will burn your marketing spend without any real return on investment to show for it. We will talk about using Google Ads for brand awareness further on in this article.
The intent is very different with PPC – anyone searching on Google using keywords you choose is likely looking for what you offer at that moment in time. This means they are more likely to visit your site and result in a conversion.
Get results fast (don’t wait around for SEO)
Optimising your site for search engines can result in a long wait before you see and real ranking improvements. While SEO is critical for any business to thrive online in the long-term, Google Ads will get you results faster short-term.
With SEO, there’s no guarantee you will make the first page for certain keywords you wish to rank for, no matter how much effort you put into search optimisation. With PPC, if you have the budget to be able to afford the keyword click prices, you can reach the top of search results pages in no time.
As with many small businesses, it’s impossible to compete with big competitors – they have more advertising budget & more resources to help them rank in organic search results. With Google Ads, it’s essentially a keyword auction which allows you to get the number 1 spot. You may not be able to compete with them organically just yet, however you can by using paid ads.
Top tip – Extensive keyword research will help you find affordable keywords to bid on that will, in turn, help you achieve conversions.
Target specific customers
With Google search ads, you have the flexibility to target a wide range of potential customers using different keyword match types. Using different keyword match types allows you to target the keyword terms that your audience will be most likely to be searching for. You can choose to bid on vague/broad keywords, or exact match keywords to target people specifically looking for what you offer.
Using broad & vague keywords is useful for what we like to call ‘keyword fishing’ – whereby you review search terms from those broad keywords on a regular basis in order to find potential exact match keywords that convert and are worth adding to the current list of keywords you bid on. For example, an estate agent may bid on the broad keyword ‘property’ to begin with. They will then be able to review the search terms of this keyword to find more specific keyword terms to bid on, such as ‘properties for sale near me’.
You can also choose to show ads at certain times, in certain locations, for certain devices, and much more.
If you run a Display Network campaign, you can also choose certain websites where you want your ads to be shown on (providing they support Google Ads).
One great benefit to PPC advertising is that all your results are measurable.
You can easily monitor and optimise your campaigns in Google Ads, and if you have conversion tracking set up, you have the ability to measure and optimise further. Google Ads offers a user-friendly interface that makes data analysis super easy. You can easily view your spend, clicks, impressions, conversions and much more.
It’s simple to see which campaigns are working well, and where to allocate your budget for improved performance, however, the real skill comes in optimising your performing campaigns to improve your ROI whilst still generating plenty of conversions. We offer expert PPC management for small businesses and our primary focus is to bring small businesses a fantastic ROI with the click budget they’re using.
Data-driven marketing is a must for any small business that wants their digital marketing to bring a positive ROI.
Suitable for any budget
Depending on your business industry and how competitive your keywords are, PPC offers plenty of flexibility in terms of budget.
Whether you are looking to spend hundreds, thousands or even tens of thousands, you can spend as much as you like, or don’t like. Google Ads offers the flexibility to trial whatever click budget you like, however, it’s worth noting that click prices for each industry vary widely – we’ve seen click prices from as little as £0.40p per click, all the way to £25+ per click.
You can limit your spend in a variety of ways within Google Ads. We recommend either setting a daily or monthly budget for each campaign and using Cliteq’s budget tracker script for ultimate budget monitoring.
Beat the competition
Google Ads allow you to directly compete with your competitors – whether they advertise for the same keywords you do or have first-page organic rankings, PPC allows you to compete against your competitors.
If your competitors are running PPC ads, you can use this as an advantage to find what keywords they’re bidding on. From there, you can begin to bid on the same/similar keywords in an attempt to steal their paid traffic. Granted, you may not have the budget to compete with some of your larger competitors all of the time, however, you will still be able to show your PPC ads against theirs in search results some of the time.
You can also beat your competitors in Google Ads by creating a competitor campaign – this is essentially a campaign where you base all your keywords on competitor brand names. For example, Asda may bid on keywords such as ‘Tesco’, ‘Sainsbury’s’ and ‘Aldi’ to try and steal their website traffic. Generally speaking, company brand names can be relatively cheap too so a competitor campaign is worth considering.
Google Ads can be used to target terms related to your industry, products or services in order to get your brand name out there.
Whilst brand awareness isn’t the primary reason many small businesses use Google Ads, if you have the budget to do so, it’s worth testing. Targeting broad keyword terms around your brand name can ensure your ads get in front of anyone searching for terms related to your business or industry. Having a brand awareness campaign can also help fight off competitors bidding on your brand name.
One powerful and very popular feature of Google Ads is the ability to remarket to your previous website visitors.
Once someone has been on your site (whether this is off the back of an organic search click or PPC ad click) you can remarket to these users.
Why would you do this? In short, sometimes the user journey requires more than one website visit in order for them to become a converting user. You need to remain in front of previous website visitors to encourage them to visit your website again and convert. Generally speaking, for a user to visit your website in the first place, it means they’re somewhat interested in what you have to offer. The goal is to continue growing the interest until the user converts.
You need to act while their needs are still fresh, and your product or service is still something they are thinking about. We recommend setting a 30-day remarketing audience up in Google Ads as this is a good time frame to remarket to recent website visitors.
Google Ads has many benefits for small businesses, and can play an important role in your digital marketing strategy.
If you’re looking to achieve short-term results then PPC is a no-brainer. We can help with everything from new PPC account setups, right through to regular management and optimisation to make sure you’re getting the best ROI from your PPC account as possible – get in touch today!