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Google Ads: Does It Still Work for Small Businesses?

Online Advertising
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Does Google Ads Work For Small Business?

If you’ve ever searched for a product or service on Google, there is a very high chance that you’ve interacted with an ad of some sort!

Millions of companies across the globe advertise on Google and generate billions of pounds every year through Google Ads, which is frankly a revolutionary business tool.

Simply put – Google Ads allows small businesses to showcase its service or products to internet users globally who use Google to search for things related to their business. Easy, right?

In this post we’ll guide you through top-level guide on how Google Ads Works For Small Business in 2022.

If you have a strong strategy in place to target the right keywords/audiences/locations etc, Google Ads is highly effective for small businesses. The Google Ads platform allows advertisers to connect to anybody in the world searching online for the service you offer.

Following these simple guidelines will allow Google Ads to take your small business to the next level:

You control everything:

Ensure you place your ads when people are most likely to search for the products or services you offer. For example, it would be counterintuitive to have ads running in January if your business showcases Black Friday deals.

A locksmith running ads for an ‘emergency locksmith service’ at 3am when he’s tucked up in bed asleep would result in wasted clicks & spend. Targeting females with ‘Men Only strip club’ might be seen as the wrong audience to target. You get the idea…

Ensure your website landing page is exactly where your customers need to be:

The attention span on the web is frighteningly low. Users will leave your website if your ad doesn’t lead them to the page that offers what they were originally searching for. Your landing page experience also affects your overall Quality Score.

For example; if you are a roofing company and you’re bidding on keywords around ‘roofing materials’ but sending users to an ‘emergency roofing services’ page – this is bad user experience and they’ll probably leave, and you’d have wasted money on this click – definitely not good.

Your landing page where you decide to send users to needs to communicate the need they’re searching for.

Do keyword research to decide what to bid on:

Bidding on highly competitive keywords with a ton of search volume can get expensive pretty quickly if left to run without good management. Bear in mind that a click isn’t even a guaranteed sale or lead. You may know your business in and out, but you might not know how your potential customers are searching for you.

Performing deep keyword research is critical for small businesses running Google Ads to ensure you’re showing ads for relevant searches.

‘Mens Trainers’ may have 1,000,000 searches a month, but ‘buy nike air max size 13’ may have 150. Clearly the 2nd term as way more buyer intent, and should be targeted.

During keyword research, you’ll discover negative keywords to add to your account. If you only sell Nike trainers, do you want to waste money on ‘Adidas’ terms? What if you’re a removal company based in London, do you want to show for Birmingham related searches? Adding negative keywords to your account is an ongoing task and saves small businesses a ton of cash over time.

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