For small businesses and start-ups, acquiring leads can be more challenging compared to established businesses, and much of the marketing that these companies perform is targeting a broad audience.
So how can small businesses and start-ups gain qualified leads to help their business grow? One of the ways they can do this is by using Google AdWords to drive interested customers to relevant areas of their website.
What is Google AdWords?
Google AdWords is Google’s advertising program that allows businesses to create online ads that specifically targets people searching for your products and services. The program involves bidding on keywords to allow clickable ads to link searchers to that business’ website.
Currently, over 90 percent of Google’s total revenue is brought in through Google AdWords.
Clearly it works for it businesses, and it will continue to work for businesses as the internet continues to play an added role in our daily lives.
Why Should I Advertise Through Google AdWords?
Whether you own a small business in a local community or you work for a global company, effectively using Google AdWords can drive traffic to your website and expose your business to the correct audiences every day.
The program uses intricate tools that allow businesses to have more control over the advertising they’re paying for. Tools such as Google’s keyword planner allow companies to estimate the amount of searchers in their area that are expected to search for certain keywords.
There are many other tools in AdWords, and outside of AdWords that contribute to improving the advertising campaign’s performance. Tech.co provides a list of some of these tools including tools for keyword research, competitive analysis, call tracking, and reporting.
Below are just some of the benefits of Google AdWords that are important to know if you’re running a small business or start-up.
1) You don’t pay unless you’re getting results
What form of traditional advertising allows you to only pay when people are visiting your business?
I can’t think of one…
When a business advertises on Google AdWords, the default search network payment selection is cost per click (CPC). It’s pretty self-explanatory that when you use CPC, you’re ONLY paying if someone clicks on your ad. This guarantees that the money that you’re paying is at least generating visits to your website from people will relevant searches.
It allows for an immediate interaction with potential customers, and because these ads make it convenient for customers, it produces actionable results.
2) You can track actions & results
Google allows its users to track a lot of metrics, such as click-through-rate (CTR), average CPC, average position, impressions, ROAS, conversions, and conversion rate. If you’re unfamiliar with these metrics and you would like to gain a better understanding of their purpose, the following articles are good resources that go into detail about the different metrics and their impact.
Out of the metrics that PPC managers track, conversions make us the happiest.
Conversions can go a long way in determining the effectiveness of pay per click campaigns by tracking customers that complete a contact form, register for something on a website, or complete a call to a business. Google AdWords will even track calls made to your business by switching the phone number you use on your website with a google call forwarding number.
By tracking conversions, Google AdWords makes it easy for businesses to track the return on their investment.
3) Timing and location
Advertising on Google AdWords allows you to advertise to the right audience, at the right time, and in the right location.
With ad scheduling, businesses can show their ads to customers’ at the most ideal times. You can target customers on specific days of the week, hours of the day, or increase keyword bids for specific days and times.
But what if you have specific areas that you’re not permitted to advertise in?
In Google AdWords you can target certain zip codes, and set exclusions for the areas that you don’t want your ads to show up. Businesses are also able to target a radius around their business location.
Another fun feature of AdWords is remarketing. Remarketing lets you show ads to people after they have visited your website. It gives you the ability to target people that have visited your website and didn’t visit another page or people that have visited your website and visited multiple pages.
Having the ability to advertise to specific customers at the right time and in the right location is unlike many other forms of advertising, such as billboards. Billboards might be effective for branding, but it’s a lot harder to focus in on the customers that you want to appeal to.
AdWords does an excellent job of appealing to a select group of customers, and giving advertisers the ability to tailor ads to different groups.
4) Gaining web traffic for low-ranked websites
Are you just launching your start-up or do you own a business that just isn’t ranked as high as competitors?
Assuming your website is correctly optimized to appeal to search engines, there’s still the possibility that you won’t rank as high as competitors. This can put you at a severe disadvantage to competitors because of the continued importance search engines have in helping customers find products and services.
As a business, you can combat this by running ads in Google AdWords to draw customers to your business. Although it doesn’t always level the playing field, it is particularly important for start-ups that haven’t built up any credibility or relevance on Google and still want to drive traffic to their website.
Given all of the tools, features, and options inside Google AdWords, the amount of control that advertisers have over there ads is paralleled by few if any.
This reason alone is what makes Google AdWords an almost need-to use advertising platform.
It gives advertisers the ability to set a budget, view and act on real-time data, and create tests to analyze the most effective landing page and ad copy.
Where to Go From Here
1) AdWords is hard, not easy
WARNING: Google AdWords isn’t something you pick up and learn in a day. It takes months and years to develop the skills and knowledge needed to consistently create effective AdWords’ accounts.
If you don’t have the time that is needed to do the training, the time needed to continue to develop your skills in AdWords, than it isn’t something that you should do by yourself to save money. You’ll end up running ads in accounts that are set up to fail, and you’ll think that AdWords isn’t an effective advertising platform.
2) Contact us
If you’re looking to run Google AdWords to propel your business, contact us to find out exactly how we can benefit your company. Our company combines a group of specialized professionals in PPC, which is why we don’t suggest trying to implement AdWords by yourself. We’re a PPC company that is experienced in creating AdWords accounts for other businesses to maximize their ROI.
To learn more about our company, visit us on social media by clicking the links at the top of the page.
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