Digital marketing allows small businesses to connect with their consumers on multiple levels and develop lasting relationships for sustainable growth. Every digital marketing strategy should include Google Ads for small business.
Google is the leading search engine for today’s online shoppers. Google currently owns 92% of the global search market share. When people look for solutions to their problems, they turn to Google, so it only makes sense for companies to advertise there. While organic search is an effective way to draw people to your business, paid ads help small companies increase brand awareness, drive traffic to their website, and boost sales. Additionally, companies can measure results for invaluable insight and direction that shape future marketing efforts.
Keep reading to learn how Google Ads for small business can help you increase advertising revenue, grow distribution, and grow page count for even more revenue generation.
Key Takeaways
- Google Ads is a PPC platform enabling businesses to bid on target keywords for high SERP rankings.
- Because Google Ads run across multiple platforms and channels, it’s an asset to any digital marketing strategy.
- From measurability to affordability, there are several reasons to implement Google Ads for small business.
What Exactly Is Google Ads?
Google Ads is a paid online advertising platform where companies can create ads that target specific keywords. The ad will appear in the search engine listing whenever someone searches for that keyword. All ads display at the top of the SERP and look like organic search results (except for their “ad” label).
Businesses benefit from this location because users typically engage with the highest-ranking results. So your ad appearing at the top of the rankings will likely increase visibility and drive more traffic to your site. However, just because you’ve bought a Google Ad doesn’t mean you’ll automatically appear in the top position. Several other businesses are also using Google Ads to compete for your keyword. That’s where pay-per-click (PPC) comes into play.
Businesses make bids on keywords to earn a higher placement for that search. If your bid is the highest, you get dibs on that keyword. You can set your budget based on three options:
- CPC (cost-per-click): The amount you pay each time a user clicks on your ad.
- CPM (cost-per-mille): The amount you pay per 1,000 impressions.
- CPE (cost-per-engagement): The amount you pay any time a user interacts with your ad.
Google combines your bid amount with the likelihood of the ad converting and gives you a Quality Score. The higher the Quality Score, the higher your ranking. Quality Score and bid amount determine where your ad will appear in the results listing. Then, any time someone sees and clicks on your ad, you pay a small fee. The more searchers click on an ad, the more likely they will become a lead or make a purchase.
Google Ads Campaign Types
There are numerous campaign types you can run with Google Ads. These include:
- Search campaign: Appear as text ads in keyword search results.
- Shopping campaign: Image ads that can appear in search listings and Google Shopping.
- Display campaign: Google’s Display Network showcases your ad on partners’ websites for a broader reach.
- Video campaign: Appear as pre-rolls on YouTube videos for visibility and engagement.
- App campaign: Algorithms use your text and images to create ads most likely to perform well.
The following video explains in more detail the various types of Google campaigns and provides helpful examples of each:
Google Ads are great for digital marketing because they run on various platforms and channels. This helps increase overall visibility, allows you to reach a larger audience, and drives more traffic to your site for lead generation and conversions.
5 Reasons to Use Google Ads for Small Business
In addition to building brand awareness and recognition, PPC ads offer several advantages for newspaper printing and magazine printing services. Here are five reasons to use Google Ads for small business.
1. Track Valuable Metrics
One of the greatest benefits of using Google Ads is their incredibly useful PPC metrics that help you track your campaign’s progress. You can see what aspects of your ads are working and what areas need improvement. You’ll understand your audience’s purchase behavior and learn what ads motivate them to convert. Use that information to adjust your approach and make the most of your advertising dollars.
2. Maximize Advertising Spend
Not every small business has a large marketing budget, so you must spend your ad dollars wisely. You can ramp up or scale down Google Ads at any time, depending on your needs. You can begin with a highly targeted search campaign that generates advertising revenue. Then, as services change, your ad budget increases, or success demands more advertising, you can increase your efforts for maximum results.
You can also adjust the amount you’re willing to spend on each ad. Google will run your ad until you’ve reached your maximum allowance when you set specific parameters. This metering allows you to manage your ad campaigns easily and ensure you’re not exceeding your financial limitations.
3. Outperform Your Competitors
You must realize your competitors are bidding on the same target keywords as you. With Google Ads, you can compete for relevant keywords and offer maximum bids that secure you higher SERPs. A high search spot will position you as a leader in your market, gain you more visibility, and help set you apart from others promoting similar services.
Companies can also bid on their brand name. Google Ads lists paid ad searches ahead of organic searches. So if a competitor bids on your brand name, their paid ad would rank higher than your top organic search listing. Earning the highest organic SERP listing doesn’t mean you’ll be the first brand people see. Bid on your brand name to secure those brand-name SERPs and increase the chances of people seeing your business, visiting your website, and buying from your company.
4. Strengthen Brand Awareness
Google Ads are an effective way to build awareness for your brand. Higher SERPs allow more people to see your business name and website. After all, 75% of online users don’t scroll past the first page of Google search results. Additionally, more people will see your brand via a wider range of channels and platforms when you promote your business with Google’s various campaign options. You’ll capture audience attention that you may have missed otherwise. The more people see your business, the more likely they will remember it when they need the solution you provide.
5. Drive Traffic and Sales
Because Google Ads reaches people who are actively searching for particular solutions, your ads allow you to reach people already in the mindset to buy. They’re motivated to act, so they’re more likely to visit your website and convert via your ads, whether they’re familiar with your business or are seeing you for the first time. Google Ads help drive quality leads to your site and increase sales for continued growth.
Create an Effective Google Ads Campaign
BOOM Communications provides advertising, marketing, and printing solutions to develop customer loyalty, increase conversions, and create sustainable growth for your business.
Contact BOOM Communications today to learn how we can help you maximize Google Ads for small business.