A lady teaching a co-worker how to implement a Google Ad strategy.

In today’s competitive world of marketing, advertising is no longer about putting up posters or handing out flyers. Businesses have to leverage all their digital channels to effectively advertise their products and services to enable them to reach a wide audience with the ability to track the impact of those efforts. 

By utilizing all their digital channels, businesses can target potential customers based on their interests, build brand recognition, and speak directly to people that show intent. 

Google Ads are one of the most affordable ways for small businesses to advertise their services online. The trick is knowing how to use it effectively to deliver the most positive return on investment. 

What is Google Ads?

Google Ads is the world’s largest online advertising platform that allows advertisers to place paid search results at the top of the Google search engine results page (commonly referred to as a SERP). With Google Ads, businesses can directly target customers who are searching for their products or services. With proper keyword research & search strategy, Google ads can help you make the most of your advertising budget and capture a huge amount of leads.

Google Ads strategy for Small Businesses: How it Works?

By targeting specific phrases (keywords), linked to products or services your business delivers, Google search ads allow you to show your ads prominently on Google’s SERP to increase the chance that someone will click on them and land on your website. 

Ads on Google’s SERP are triggered by the keywords that potential customers are searching for. These are specific words or phrases that people type into the search engine to find products and services. Google Ads uses these keywords to determine which ads to show and where to place them. 

Keywords are often grouped into Ad groups that house ads that people will see on the SERP. When a specific keyword is triggered, an ad is served that is housed under that ad group. 

Most small businesses depending on the industry will enter a marketing landscape with competitors, sometimes with much larger budgets. This will mean that for some valuable keywords you will pay more, stretching your budget very thin. 

Due to the competitive nature of Google search ads you want to be very specific with the keywords you trigger and not show up for every search to make sure you stay within your ad budget. 

Two co-workers utilizing Google ads.

Why Should You Advertise on Google?

A recent study indicated that more than 90% of all online journeys start with Google. Google is by far the largest marketing platform, putting a business directly in touch with a huge market. Any business will benefit greatly from making search advertising on Google a cornerstone of their marketing initiatives. 

Google ads give you an immense amount of control. Utilizing Google ads means that you can select the specific keywords you want to show up for. You have a large amount of control over how your brand is shown to your target audience, and what you want to bid for. You can tap into your target audience’s search intent, and create ads that speak directly to that to increase the likelihood of a conversion.

Unlike conventional marketing, Google ads give you the ability to react quickly to an ever-changing market. Paid search performance metrics give you a lot of control. You can constantly monitor and evaluate ad performance, and make adjustments as necessary.

How to Create a Successful Google Ads Strategy for Small Businesses?

When it comes to digital advertising, a successful Google Ads strategy for small businesses starts with the keywords you choose. You need to select the keywords that are relevant to your product or service but are also the ones that your target audience is searching for. 

Keyword research is crucial to compile a list of search terms to use in your ads that will deliver the best results. Keyword research is done by analyzing your industry, your competitors, as well as your target audience, and connecting your target audience’s search intent with keywords that will lead them to your products or services.

The fundamentals of a successful strategy call for careful ad copy testing. You need to experiment with different ad copy and ad combinations to find out what works best for your business. You can test different call-to-actions, headlines, and landing page URLs, and a host of other elements.

Final Words: Wrapping up

Google ads can be an extremely powerful and transformative advertising tool when utilized correctly. 

It has the potential of speaking directly to people that are looking for exactly what you are offering. 

If you want to get started on a campaign for your small business and help it grow, contact us at NAV43 and we can help you get started. 

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