Awesome Google Ads Tips For Small Businesses

Google Ads Graph

Google Ads, in essence, is basically a mini online ad campaign in your pocket for local businesses – it’s effective, simple to use, and it won’t break your bank (if managed correctly). This digital marketing powerhouse is essential to as an advertising strategy for any small business. Learn how to make the most of Google Ads with these tips and tricks for how to best use this powerful tool.

Small businesses need to do different things compared to large business when running a PPC campaign. They generally need to be more specific with location and keyword targeting as the maximum budget will be lower than larger businesses. This also ensures that a higher percentage of those that click on the ads will convert, which can help you meet your overall PPC goals. Let’s take a closer look at some great advertising tips for small businesses.

Tip #1: Target Specific Keywords

Taking your Google Ads marketing campaign to your target audience is easy to do.  One of your campaign goals should be to increase the percentage of conversions that come from impressions (think quality, not quantity). The aim should be to narrow your target reach so the potential customers you reach will convert. This is done to ensure your marketing budget is not used up by unwanted clicks, and is especially important when you have a limited budget. Use the keyword match types of phrase match or exact match to narrow down the search terms your ads will show for. For example, if your company sells certain types of high-quality garden herb plants, use phrases like “organic garden herb plants”, “culinary herb plants”, and “sweet basil seed packet” instead of “garden plants”.

Tip #2: Use The Negative Keyword Feature

Optimizing your keyword list is crucial for the success of your PPC campaign so you don’t spend your daily budget all at once. Negative keywords are keywords that you can exclude from search terms from your campaigns. These help you focus on keywords that your customers actually search for and should always be included as part of your optimized keyword list.

Tip #3: Use Location Specific Targeting

The location you want your ads to appear in can be specifically targeted within the Ads settings. This ensures your target audience is directly addressed and the keyword searches help get the right people in front of your ads. You can also target a specific geographical location within the keywords. For example, if your Herb Plants business is located in Melbourne, Australia, use keywords like “garden herb plants Melbourne”, “culinary herb plants Melbourne” and “herb plants Melbourne”.

Tip #4:  Show Your Ads In Google Maps

Your customers will be using their smartphones to search for your products, often these searched will result in them using Google Maps. It is possible to show your ads in both Google Search and Maps, which can be an extremely effective method to boost your clicks. To allow your ads to show in Maps, simply enable location extensions in your Google Ads account. It is also a good idea to set up or update your Google My Business (now called Google Business Profile) account.

Locations Extensions Google Adwords

Tip #5: Don’t Link Ads To Your Home Page

It may seem second nature to direct your leads to your website’s homepage, but this isn’t the best strategy. Remember that your specific leads are looking to fulfill a specific promise, so it will take a lot more than a generic homepage to give them what they’re seeking. It is important to have a conversion goal that you want users to complete such as filling out a contact form, making a purchase, or subscribing to a newsletter. Taking the example of basil seeds, consider creating a “basil seeds” landing page that is optimized for this topic and built for lead generation. Using landing pages for your advertising campaigns will also help improve your Cost Per Click (CPC), thus reducing your ads spend.

Tip #6: Add Extensions To Your Ad Copy

Extensions form an integral part of every Google Ads campaign. They let you include additional information at the end of the copy including contact details like your phone number and business address. Other information can be included such as other sitelinks, special products, additional features, or sales promotions. This extra information can provide even more context to prospective customers who see your ads, giving them a bit extra incentive to click your ads.

Tip #7: Utilise Google Automations & Tracking

Smart campaigns are a great form of marketing automation as they make the entire process easier for beginner and advanced users. Utilising features within Google Ads is a very good idea to make sure your ads campaign is comprehensive and no important details are missing. Tracking your progress is important and using the inbuilt conversion tracking is a great way to see if your customers interact favourably with your site when they click your ads. Conversion tracking can be used to see if your potential customers click on the ads and then take a favourable action such as making a purchase. This can be a great benchmark for your overall campaign performance.

Tip #8: Remember To Be Mobile Friendly!

The dawn of smartphones has ranked very close in importance to the establishment of the world wide web. It’s crucial to develop easy-to-read content on mobile devices when you set up your marketing leads for Google Ads. Most companies have reformatted their entire websites into mobile-friendly formats for this very reason. It’s important to note that advertising on Google Ads for mobile will likely show less descriptions and headlines so it is important to be even more succinct when writing ad copy.

Key Takeaways

Google Ads is relatively simple to use for any small local business and is certainly a form of PPC advertising that need to be a big focus. Your site can come out even stronger than ever before and gain better traffic results when using an ad strategy combined with an SEO strategy. No matter what your marketing strategy is or what your marketing goals are, Google Ads is a great platform to meet all your digital marketing needs (if used correctly). If you question where you should spend your digital marketing budget then read this comprehensive Google Ads article for more information. If you have any other questions relating to Google Ads or anything else relating to digital marketing, feel free to contact us.

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