If you are a small business looking to dip your toe into online advertising then Google AdWords is a good place to start. PPC (pay-per-click) search engine advertising can offer an affordable advertising option for your business. But how do you get the best ROI when you are competing against big businesses with sizeable budgets? We take a look at 7 helpful tips to ensure small businesses and start-ups get the most bang for their buck.
Google is probably the most well-known and popular search engine so it makes sense to start your online advertising journey through Google AdWords. In a nutshell, Google Adwords works by enabling you to bid to place you advertisement in front of someone searching through keywords related to your product or service. You only pay when someone clicks through from the advertisement to your website.
Here is an example of ads that crop up when I typed ‘ Online French courses’ into Google. The ads are marked and appear to the side and at the top of the natural search results. Where you advertisement ranks depends on a combination of your CPC (cost per click bid) and your ‘ Quality Score’ (relevance to the search, the quality of your landing page and click-through rate).
Benefits of Google AdWords to small businesses:
- You only spend what you can afford. There is no minimum spending commitment so you can work out a budget to suit your individual business.
- You only pay when someone clicks through the advertisement to your site.
- With a bit of practice Google AdWords is pretty straightforward to use with plenty of guides to help you through setting up your account and getting your first campaign off the ground. Checkout Google Adwords Support.
- You can measure the success of your ads so you can continuously experiment and make tweaks to improve performance.
On the downside Google Adwords is not something you can quickly knock up and then leave to tick over by itself. It takes a while to get the best results and a fair amount of on-going commitment to get a good return on investment. You’ll need to spend time researching the best keywords, monitoring performance and tweaking your ads.
Here are 7 helpful tips to ensure your small business or start-up get the most out of Google AdWords
1. Keep things simple to start. You’ll wield better results by keeping things simple at first and getting the basics right before progressing to more advanced options. As we mentioned earlier it will take a bit of practice to get the hang of things and a fair amount or adjusting and tweaking to get the best results. With a small budget and a number of other roles to juggle it is a good idea for small businesses to begin by advertising on Google Search before advancing on to Google Display Networks (these are other Google owned properties like YouTube and Google Partner sites like The New York Times). This way you have a better feel for what keywords are performing better before investing more of your hard-earned cash.
2. Set a sensible daily budget. Don’t be tempted to spend more than you can afford. Think carefully about what a click-through is worth to your business. For example how many click-throughs become prospective customers? If you want to find out how to work out your maximum bid then have a read of this article by Marketing MO ‘How to Calculate your Max Bid Price’. Alternatively (although not recommended for any length of time) if you are finding it a bit daunting initially and your pushed for time, you can try Google’s automatic bidding option. You set yourself a 30 day budget and Google Adwords will set your bids for you. As you get more confident you should move to manual bids which will give you far more flexibility to optimise your performance.
3. Spend time on keyword research. Having relevant, specific and targeted keywords is essential to the performance of your advertising and consequently your ROI. It really is important you invest time researching the best keywords for your business.
Keyword planner. Google’s keyword planner is the best place to start. Input the keywords that you think customers would type into a search engine to find your business. The keyword planner will provide a list of similar keywords and tell you whether the competition is high, medium or low and what the approximate cost-per-click is. The key for small businesses is to be specific. It is far better to have fewer clicks with people who are genuine prospects than lots of irrelevant traffic coming to your site.
Group your keywords. It can be a good idea to group your keywords into keyword groups. I’ve put a very basic example below, but it can be a good way to help you structure your campaigns into relevant groups for better targeted advertisements.
Longtail keywords. These are specific words or phrases and are usually lower cost as there is less competition for them. People are more likely to use them when they are nearer to the point of purchase. If we use the example above, the term silver jewellery is very generic so you could narrow your keywords down to something more specific- silver diamond engagement rings Hertfordshire. Of course it will take some time getting the right long tail keywords for your business but if you target them correctly you can get higher ad rankings without the big price tag.
4. Be as targeted as you can. As we’ve seen with keywords the key to using Google AdWords successfully is to be specific and targeted rather than taking a broad brush approach. Not only will it keep your costs down it will help you bring in more targeted traffic. You click-through rate may be lower but the quality of your visitors is likely to be higher. Here are some options that will help you more closely target your advertisements.
Location targeting: You can choose what geographical location to show you ads – by country, region, city or within a radius around a specific location. For example if you ran a pet grooming service you would be able to target the location where your customers live.
Custom ad scheduling: The default option for AdWords is to have ads showing all day and at all times. However, if you know your customers are likely to be active only during business hours then you can schedule ads to only appear during 9.ooam – 5.00pm.
Keyword matching options: Google AdWords matching option will help you manage the searches that trigger your advertisement. For example a broad match will bring in more traffic but the traffic is likely to be less targeted. Whereas exact match is more restrictive and will bring in fewer clicks but your traffic may be a better match for your business. There are a range of options:
- Broad match
- Modified Broad Match
- Phrase Match
- Exact Match
Checkout Google AdWords support to select the right matching options for your business.
5. Compelling copy for your PPC ad. With limited words to play with you need to make every word count. You can see from the example below the structure is fairly straightforward. You have a headline of a maximum 25 characters, your URL address, description line 1 with a maximum of 35 characters and description line 2 with a maximum of 35 characters.
You need to make you PPC ad compelling as possible to your target audience and relevant to the keywords you are bidding on. Try to include at least one keyword in your headline. A useful copywriting model to keep in mind is AIDA – Attention, Interest, Desire and Action. Use your headline to grab attention, your description lines to create interest and desire – for example describe your product or incentive. Always finish with a call to action.
6. Optimise your landing page. Your landing page is really important and needs to be relevant to your advertisement and the search query your visitor typed in. If it’s not your visitor will simply leave. There is no point spending you money on advertising if your landing pages are irrelevant or ill-thought out. Poor landing pages can be the reason behind low conversions and a high bounce rate. So spend some time getting your landing pages spot on.
7. Monitor performance. To get the best ROI make sure you keep on top of how your ads are performing. Monitor your CTR (click-through rates)and make adjustments to your ads as you go along, depending upon what you find is (or isn’t) working. Keep updating your keywords lists, removing any keywords that are performing poorly. The more you measure and tweak the better your ads will perform.
Google AdWords can be a great way for small businesses and start-ups to drive traffic to their website and grow business. However to make the most out of Google AdWords and to get the best ROI it will need you to invest time and effort into making it work for you business.
We’d love to hear your own thoughts and experiences of using Google AdWords, so please do leave a comment.