Is your business taking full advantage of Google AdWords to increase your sales?
Google is the largest search engine, serving 91% of all global searches. Google AdWords is used by shoppers more than any other search engine. And ads on that network led to 5 billion store visits over a three period.
If you've never used pay per click (PPC) advertising your business is missing out.
The benefits of Google AdWords range from customer targeting to a greater ROI. PPC levels the playing field so a business of two employees can compete with a corporation.
We've gathered 7 great reasons why your company should use PPC. Read on to take advantage of Google AdWords for small business and increase your bottom line.
1. Global or Local Reach
The beauty of PPC advertising is you can reach who you want, where you want, and when you want.
Let's take two small businesses: one sells handmade gifts, the other pizzas. The pizzeria wants to target customers within their delivery zone. No point their ads appearing in Scotland when their shop's based in Leeds.
For the gift store, they want to tell sell internationally. They target the east coast of the USA as their main customer.
Both small businesses choose which geographic location to target in the AdWords campaign manager. They set the radius on a map and create several ads based on the products they sell.
Google searchers in Boston see the gift ads at designated times while those in Leeds see pizza ads only on weekends. If they want to further their reach it's easy to change the map!
2. Set Your Goals
Google AdWords effectiveness is based on what you want out of PPC. There are three goals to choose from:
- Get more business calls
- Increase traffic to your offline store
- Drive visitors to your website
This means if you don't have a website you can still benefit from AdWords. Advertise your phone number directly in Google's search results or share your address on Google Maps.
If you have an online presence, drive directed traffic to it using PPC. You can choose the landing page visitors will arrive at that match the ad. For example, your campaign to sell Christmas stock points to your Christmas sale page.
3. Manage Your Advertising Costs
Google ads for small business gives you full control over your advertising spend. You set your budget for the month and when it's gone, Google won't charge you extra.
You can segment your spending too.
Put more money into seasonal ad campaigns, for instance. If consumer spending lowers you can lower your current spend with a few clicks.
One positive impact the COVID 19 has had on small businesses is the fall in PPC costs.
There's never been a better time to invest in Google ads because fewer businesses are advertising. That means a lower cost per click and a higher position. And as customers shop online from home, your business could rank #1 on Google for their search.
4. Run Multiple Campaigns
A business selling multiple products can run several campaigns at once. Each campaign contains multiple ads targeted at a specific product. This grouping facility makes managing your online marketing a lot easier.
Don't be fooled into thinking this is a scatter-gun approach.
Remember, you only pay when a customer clicks on your advert. This drives real results that you can track from the AdWords console and from your own analytics.
Because campaigns tie ads together you can pause a host of adverts with one click. Try doing that in traditional advertising!
5. Not Just Google Search
There are several types of Google Ads:
- Search Network campaigns
- Shopping ads
- Display Network and App campaigns
- Video campaigns
Search Network ads appear in Google search results. They sit at the top of the list with a small ‘AD' symbol and are generally text-based.
Shopping ads list in the Google Shopping tab. They show your product image, price, and a web link.
Display Network ads appear on Google partner websites. They're usually image-based and can include animation.
Partner sites make money from Google when their visitors click your advert. Ads only appear there because they relate to the site content. They also appear in related apps on Android devices.
Video ad campaigns appear before or during YouTube videos. The advert needs to be a video, not just an image or text.
6. Google AI to the Rescue
Over time, Google analyses your adverts' effectiveness. Their smart tech helps find ways to improve things to get you better results.
Google also provides analytics, insights, reports, and ongoing tips. You can track your ads' progress to make them more successful. If something isn't working or your budget is too low or high, Google will inform you.
7. Quicker Than SEO
Search engine optimisation, or SEO, enables your website to rank well on Google's organic search results. Organic means you don't pay to list on Google.
So why pay when you can get it for free?
There are two main problems with a sole SEO approach: competition and time.
Hundreds of thousands of businesses similar to yours want to be #1. Competition is fierce. Everyone knows what Google wants from your site so it comes down to quality backlinking. That takes time and a lot of money.
PPC ads go live within one or two days. Not months, days!
Yes, you'll have to pay to be listed, but you'll have to pay to rank high on Google anyway. And AdWords now look very similar to organic listings which entices more visitors to click.
Benefits of Google AdWords for Your Business
We've examined several Google AdWords benefits in this article but how can you take advantage of them?
At Jumpworks, we offer an in-depth PPC audit for your business. We investigate any areas that need improvement in your Google Ads and Facebook ads. We then build a bespoke plan of action to make the most out of pay per click.
If you don't currently have an AdWords strategy then never fear.
We help small businesses like yours launch their online advertising strategy. Our JumpStart training day offers one-to-one training in all areas of marketing your company.
Discover the benefits of Google AdWords. Get in touch today to join our winning client list and make PPC work for you.
