Google loves big brands, so trying to outrank them in the organic search listing may not be a viable proposition for your small business.
That’s where Google Ads can help you out.
Instead of taking months or even years building your brand through content marketing, you can leapfrog your competitors within hours.
Google Ads are part of the pay-per-click marketplace; it’s where businesses pay to have their website ranked at the top of a search results page.
Pay-per-click means that you only pay when your ad is clicked; basically you are paying Google to send people to your website.
When people go to Google, they’re looking for something specific. Google Ads target keywords that have “buying” intent.
For example, when someone searches for “carpet cleaning service” they are actively looking for someone to clean their carpets.
That’s why Google Ads can be so effective because you are directly targeting the potential customers who are looking for a specific service or product.
How Google Ads Management Services Work
The concept of Ads is simple but the devil is in the details.
Ads will only provide a healthy return on your investment if it’s a good fit for your business and if your Ad campaigns are well executed.
Let’s take a look at the workflow of a Google Ad campaign.
- Keyword Research
- Competitor Campaign Analysis
- Setting Your Budget
- Campaign Creation
- Ad Copy Creation
- Landing Page Design and Optimisation
- Detailed Reporting
Selecting the right keywords to target is crucial to the ROI of any campaign.
I’ll be looking for specific keywords that your target audience is submitting to the search engines.
Selecting highly targeted keywords means that your ad only appears for terms that apply to your business.
Also, adding a list of negative keywords to your campaign is very important as it prevents ads from appearing on specific searches that will bring in the wrong traffic.
Competitor Campaign Analysis
Understanding how your competitors have setup their campaigns provides vital information about their bids and campaign costs.
Having done the keyword analysis and competitor analysis the next step is to create your Google Ad campaign.
The idea is to have three or more ads in any ad group because Google defaults to showing the performing Ad.
Setting a Budget
This can be calculated by multiplying the cost per click of an advertisement by the number of clicks you wish to achieve.
One of the great things about Google Ads is that they can be turned on and off without delay. This provides great flexibility in how often and when your ads appear.
Ad Copy Creation
Keyword selection is important because people click on the ad that seems most relevant to their search queries. Keyword rich titles grab the attention of people who searched for those exact words and increase the chance of them clicking through to your website.
It’s important to group your keywords by theme or product, instead of putting all of your keywords in the same ad group.
This way, you can write an ad that’s directly tailored to that specific theme. The more closely aligned that your keyword and ads are, the more likely it is that someone click the ad.
All Ads need a specific call-to-action that tells people what they can expect if they click on your Ad.
The more specific your call-to-action, the better your chances of a conversion. This avoids paying for clicks that aren’t inline with your business offering.
Landing Page Design and Optimisation
The landing page is where potential customers will be directed after clicking on your Google Ad.
For example, let’s say your target keyword is “emergency boiler repair”.
The landing page should be about your emergency boiler repair service not just a generic homepage.
The more relevant and informative your landing pages are, the more likely you are to turn a visitor into a customer.
Google Ads are not a set it and forget thing. Ads require on-going monitoring and often need some tweaking as the landscape of your business changes.
You will be provided with informative and insightful reports at regular intervals.